What is the relationship between e-commerce and agricultural names? How to understand the sentence "E-commerce and agriculture exist in name only"?

Fundamentally, the relationship between e-commerce and farmers and growth should be the same. Agriculture-related e-commerce should make use of the deep integration of the Internet and agriculture to benefit farmers and strive to achieve a win-win situation for both upstream and downstream. E-commerce and farmers should do their utmost to make production more scientific, circulation more efficient and food safer.

Whenever the relationship between e-commerce and farmers is mentioned, the former is somewhat "savior" to the latter. In the traditional agricultural production and marketing chain, farmers can be said to be at the bottom of the whole industrial chain, bearing both natural risks and market risks, but they have almost no bargaining power and discourse power. However, after the emergence of agricultural e-commerce, with the help of the power of the Internet, the phenomenon of information asymmetry was effectively improved, the circulation links were reduced, and the fair trade of agricultural products was promoted by using the "disintermediation" effect. It is conducive to solving the problem of farmers' "selling difficulties" and increasing farmers' income; It also helps to force the standardization of production links from terminal demand and improve the quality of agricultural products. Moreover, the innate "grassroots" temperament of the Internet is also conducive to farmers standing directly in the center of the trade stage.

However, in the final analysis, the problem of "selling difficulty" is still the "docking difficulty" between the scattered small-scale peasant production in the upstream and the big market in the downstream. This problem has a long history. Although the agriculture-related e-commerce that is now blooming everywhere provides a new perspective and possibility for solving problems, it remains to be seen to what extent it can solve problems. According to the statistics of the Ministry of Agriculture, in 20 14 years, the online transaction volume of agricultural products in China exceeded 1000 billion yuan, accounting for only 3% of the sales of agricultural products. At present, the power of the "savior" seems too limited.

In the long run, because the service quality of agriculture-related e-commerce is closely related to the quality of agricultural products provided by farmers, the roles of "saving" and "being saved" between e-commerce and farmers are actually interchangeable. With the development of modern agriculture and the improvement of agricultural production scale, organization and standardization, the quality of agricultural products will be better improved, which can help agricultural e-commerce to obtain greater development space and more lasting benefits.

Attachment: Interpretation of the e-commerce model of the top ten counties in China;

Suichang, Zhejiang —— Reconstructing e-commerce ecology+rural e-commerce pioneer

In 20 12 years, the county's e-commerce transaction volume was10.50 billion yuan. Taobao Suichang Pavilion was launched in June 20 13, and the street-catching project was launched in June 20 14, which fully activated rural e-commerce. Suichang initially formed a "Suichang phenomenon" of county-level e-commerce featuring agricultural special products, multi-category coordinated development and urban-rural interaction. After experiencing the initial "Suichang phenomenon", the pace of exploration in Suichang has not stopped, and it has gradually upgraded to the "Suichang model", that is, driven by localized e-commerce integrated service providers, it has driven the ecological development of county e-commerce, driven the local traditional industries, especially the agricultural product processing industry, and the interaction of "e-commerce integrated service providers+online merchants+traditional industries" has formed the road of county economic development in the information age.

Then, the launch of Suichang's "Catch the Street" project pushed forward the prelude to the rural e-commerce break. The significance of catching the street lies in: opening up the last mile of rural informatization, allowing rural people to enjoy the same convenience and quality of online shopping as cities, allowing urban people to eat rural agricultural products that are safe, and realizing urban-rural integration.

Enlightenment: Multi-products are launched in collaboration, industry links are opened by associations, and government policy support is in place. Through the strategic cooperation with Alibaba and the effective interaction among service providers, platforms, online merchants, traditional industries and the government, we will build a new e-commerce ecosystem and help county e-commerce take off.

Lin 'an, Zhejiang-Online and offline Qi Fei

Lin 'an, Zhejiang Province, based on its superior product, roasted nuts and backed by one of Hangzhou's superior geographical advantages, vigorously promotes the development of county e-commerce. In 20 13, the output of various high-quality ecological agricultural products in Lin' an was 250,000 tons, with a total output value of 5 1.5 billion yuan; E-commerce sales of agricultural products exceeded 654.38 billion yuan.

Lin 'an actively carried out the linkage between urban and rural villages and enterprises, with 7 demonstration villages of agricultural products e-commerce and 38 e-commerce enterprises with a total sales volume of 565 million yuan. Form a "two parks and more points", Lin' an e-commerce industrial park, Longgang nut roasted seeds and nuts food park (city) and a number of agricultural products bases (villages).

Enlightenment: Online and offline go hand in hand, "One Belt, One Pavilion+Micro-Lin 'an", Alibaba Lin 'an Nut Roasted Seeds Industry Belt ("Tmall" platform) has become the first online wholesale platform for nut roasted seeds and nuts in China, "Taobao Featured China-Lin 'an Pavilion", a micro-Lin 'an WeChat platform with local feelings of Lin 'an integrating tourism, media, entertainment, life and service.

The Lishui-Wu Tong project in Zhejiang has a miraculous effect.

To some extent, county-level e-commerce is the process of planting buttonwood. Only with buttonwood can there be a phoenix. The Wutong Project in Lishui is to make every effort to build a regional e-commerce service center, help e-commerce enterprises to do a good job of supporting services, and let e-commerce enterprises incubate and grow smoothly. This is the biggest feature of rural e-commerce in Lishui.

E-commerce service center has four functions: cultivation of subjects (government departments, enterprises and individuals), incubation support, platform construction and marketing promotion. It undertakes the transformation of resources and needs of participants such as "government, online merchants, suppliers and platforms" and promotes the healthy development of regional e-commerce.

Revelation: Lishui's construction model is "government investment, enterprise operation, public welfare as the mainstay, supplemented by the market". It is necessary to effectively combine government services with market efficiency and attract a large number of talents and e-commerce entities to return.

Tonglu, Zhejiang-Big trees are suitable for enjoying the cool underground.

Tonglu is a county under the jurisdiction of Hangzhou, only 80 kilometers away from downtown Hangzhou. It is the county with the strongest economic strength in western Zhejiang and the famous hometown of logistics pen making in China. Its unique geographical advantages provide a good support for Tonglu to develop e-commerce. 20 14, 10, Alibaba chose to settle in Tonglu as the first rural e-commerce pilot, which created a good industry atmosphere for Tonglu to develop e-commerce.

Enlightenment: Tonglu has a good industrial base and the development trend of e-commerce, especially in logistics, which has the innate advantages of all-round logistics in village units; It also has a good social environment and government policy support, which provides a good environmental foundation for the development of e-commerce.

Qinghe, Hebei-E-commerce brings the second spring.

In Qinghe, Hebei Province, "e-commerce" has become the most distinctive business group in Qinghe County, and Qinghe has also become the largest online sales base of cashmere products in China. There are more than 20,000 Taobao Tmall stores in the county, with annual sales of 65.438+0.5 billion yuan, and cashmere yarn sales account for more than 70% of Taobao, which is a veritable Taobao county.

In the previous era of traditional industries, the cashmere industry in Qinghe, Hebei Province was almost defeated in the competition. The unexpected success in selling cashmere in Taobao in 2007 immediately led to uncontrollable results. In terms of infrastructure construction, the county has continuously increased its efforts. At present, a large number of e-commerce industrial cluster service platforms, such as e-commerce industrial park, logistics industrial cluster area and storage center, are under construction, and Qinghe is transforming and upgrading from "Taobao Village" to "Taobao County".

Enlightenment: follow the trend in the outbreak. First, association+supervision+testing to maintain normal market order; Second, emulsification center+e-commerce park, upgrading training, transformation and upgrading; Go all out to set up a new Baifeng cashmere (electronic) trading center, attracting nearly 200 domestic enterprises to conduct electronic cashmere trading; Third, the B2C model of Qinghe Cashmere Net and the 020 model of Baironghui Net were established, among which 100 merchants established online stores. ); The fourth is to implement brand strategy. 12 brands won the China Garment Growth Brand, 8 brands won the famous trademarks of Hebei Province, and 24 cashmere enterprises ranked among the "Top 100 Cashmere Industry in China".

Boxing, Shandong Province —— A New Countryside Around the City

In 20 13, when there were only 20 Taobao villages in China, two Taobao villages appeared in Boxing County, Shandong Province, which is an intriguing phenomenon. In 20 17 years, the transaction volume of two villages' e-commerce is 4170,000 yuan, one for straw weaving and the other for homespun. Boxing county connects traditional art with entity management and e-commerce sales platform to make grass willow weaving.

Boxing Taobao Village, as the national export base of willow weaving handicrafts, grows naturally, with sufficient supply, good quality and reputation, low e-commerce threshold and cost, and is easy to learn and imitate. The success of Taobao Village has further promoted the online transformation of traditional enterprises in the county. At present, there are more than 3,000 e-commerce enterprises in the county with more than 20,000 employees, and 80% of industrial enterprises have conducted online trade.

Enlightenment: First, the traditional foreign trade is transformed in a timely manner; The second is to play the key role of talents; The third is the combination of industrial parks and online; The fourth is the timely guidance and promotion of the government.

Haining, Zhejiang —— E-commerce forces industrial transformation

Haining, a well-known fur city in China, has been keeping pace with the Internet to promote the development of e-commerce. By the end of 20 12, there were more than 65,438 online merchants (B2C/C2C) in Haining, with more than 40,000 new jobs, and the annual online sales exceeded10 billion.

At present, there are more than 1500 enterprises engaged in e-commerce, more than 20,000 online merchants and 780 registered Tmall stores, accounting for more than 40% of the total number of Tmall stores in Jiaxing. In the first half of the year, the city achieved online retail sales of 510.98 billion yuan, an increase of more than 1% year-on-year, and successfully established "the first batch of demonstration cities of e-commerce in Zhejiang Province" and "the innovation sample of e-commerce in Zhejiang Province", ranking third in the list of "Top 100 counties of national e-commerce development in 20 13 years".

Problems existing in Haining's e-commerce process: 1, extensive growth, lax quality control, small and scattered subjects; 2. Affected by the economic situation, the total sales volume dropped sharply, and the inventory backlog was serious.

Enlightenment: promote transformation and upgrading with e-commerce. First, introduce talents and change thinking (reflection after burning money); The second is to dock the platform and attack as a whole (stabilize the country and strengthen cross-border); Third, strengthen supervision and protect brands; Fourth, the park carries and strengthens services (six parks have been put into construction); The fifth is to improve management and upgrade enterprises (mainly modern enterprises).

Chengxian County, Gansu Province-The Counterattack of Walnut

Li Xiang, secretary of the County Party Committee of Chengxian County, Gansu Province, vigorously promoted Chengxian Walnut through personal Weibo before the local Walnut went public. "Walnuts are growing very well this year. Welcome everyone to eat walnuts in Chengxian County. I also use Weibo to sell walnuts. People in big cities such as Shanghai have begun to make appointments to buy some walnuts in Chengxian. " This Weibo has been commented by netizens for more than 2000 times.

From the establishment of rural e-commerce, to contacting walnut sellers in Weibo, and even showing a variety of ways to eat walnuts in Chengxian County, in the following days, every day Li Xiang's Weibo content did not mention walnuts, and was dubbed "secretary of walnuts" by netizens.

Driven by Li Xiang, county cadres have opened Weibo, or sold walnuts, or set up e-commerce associations, or sold walnuts. In summer, they sell fresh walnuts, and in winter, they sell dried walnuts. They are online walnut processed products, which broke through the entire e-commerce industry chain with walnuts as a single product, and then promoted other agricultural products e-commerce one after another.

Enlightenment: First, take e-commerce as a first-hand project to lead e-commerce to start; Second, focus on building a product, from point to surface; The third is to concentrate the manpower and material resources of the county and make every effort to break through.

Tongyu, Jilin —— Entrustment of the System

Tongyu County, Jilin Province is a typical agricultural county with rich agricultural products, but it is limited by many factors such as talent logistics. Tongyu government actively "introduced foreign aid" according to its own situation, and carried out systematic cooperation with Hangzhou Ivy Industrial Co., Ltd. to build Tongyu agricultural products "Sanqianhe" brand. At the same time, support the establishment of e-commerce companies, green food parks, offline display stores, etc. , initially signed a strategic cooperation agreement with the online supermarket "1" and sold it to all parts of the country through high-quality e-commerce channels such as 1. Later, the whole network marketing was carried out, and the "direct sales of origin" plan was fully implemented, and local agricultural products were sold to the whole country by e-commerce.

It is worth mentioning that, in order to solve consumers' doubts about agricultural products, Tongyu county party secretary and county magistrate jointly wrote a cover letter to consumers all over the country-an open letter to Taobao users, which was posted on Taobao's homepage. This sincere approach to the people has won unanimous praise from netizens and greatly boosted consumers' trust in Tongyu agricultural products.

Enlightenment: The government integrates local agricultural products resources and systematically entrusts powerful large enterprises with packaging, marketing and online operation. Local governments, farmers, e-commerce companies, consumers and platforms create and share value, which not only meets the value needs of all parties, but also promotes the development of county economy.

Shaanxi Wushu —— A Leap from County E-commerce to E-commerce Economy

Wugong county in Shaanxi province is a traditional agricultural county, and the problem of "difficulty in purchasing and selling agricultural products" has been puzzling the development of rural economy. In order to solve this problem, the government of Wugong county actively develops e-commerce, explores the mode of "buying the northwest and selling the whole country", bases on Wugong, links Shaanxi, radiates the northwest, faces the Silk Road Economic Belt, and makes Wugong a training place for rural e-commerce talents in Shaanxi, a gathering place for rural e-commerce enterprises and a distribution center for agricultural products logistics.

Wugong County has now become a demonstration county of e-commerce in Shaanxi Province, attracting more than 20 e-commerce enterprises such as Jiji.com and Mino in the western region to settle in and develop, and more than 300 online stores have been launched one after another. The daily transaction volume of e-commerce in the county exceeds 1 10,000, and the daily transaction volume exceeds 6,543,800 yuan; 10 More than 0 express delivery companies have successively landed, and 14 villages have comprehensively launched rural e-commerce pilots, so that e-commerce can truly enter the countryside and benefit the people.

Enlightenment: a set of leading institutions; The two associations coordinate as a whole; Grasp three keys: operation center, logistics system and supporting mechanism; Build four platforms: e-commerce incubation center, product testing center, data guarantee center and agricultural product health guidance laboratory; Free registration, free office space, free supply information, free uploading of products in personal online stores, free training of personnel and free provision of county wifi.

Shaji, Jiangsu Province-Grassroots people are out of thin air.

In the past, most villagers in Shaji Town, Jiangsu Province were engaged in traditional planting, breeding and vermicelli production and processing. At one time, recycling waste plastics even became the main livelihood of villagers to make money. At the end of 2006, Sun Han, a 24-year-old from Shaji Town, Suining County, northern Jiangsu Province, tried to open a shop on Taobao with the help of friends Xia Kai and Chen Lei, and then tried to sell simple assembled furniture successfully, attracting villagers to follow suit. With the rapid development of local e-commerce, Shaji Town, which does not produce wood, has actually formed a considerable furniture processing and manufacturing industry, and almost all kinds of furniture are made here.

From the king of rags in the past to the king of furniture today, from the focus of a village to the prosperity of a town, to June 20 12, there were 3040 Taobao shops in Shaji town, including Tmall Mall 126. According to statistics, in 20 13 years, the monthly output of logistics express delivery in Dongfeng village reached 1000 tons, with nearly 10,000 pieces.

Enlightenment: Shaji's transformation and promotion, first, from single-handedness to group fighting, from individual orientation to enterprise orientation; Second, seeing that plagiarism has a price, it gradually began to establish its own brand; Third, the industrial chain has a large space, and furniture drives the development of supporting industries; Fourth, from the village to the town to the park, the industrial model is constantly upgrading; Fifth, the competition is endless, and the small rich man has no choice but to transform into a modern entrepreneur.