Reconstruction of rural e-commerce, who is the pioneer

Recently, county e-commerce is making headlines, and the second China county e-commerce summit was held in Tonglu, Zhejiang. "Small county, big ecology", the e-commerce outlet has blown to the countryside. What is the shortcut to develop county e-commerce? Netease Technology reported the development model of eight county-level e-commerce in China, and reconstructed the rural e-commerce ecology through interpretation and analysis. Which model is Pioneer?

First, Suichang model

As early as 20 13, Ali research institute specially summarized, put forward and popularized the "Suichang model", which has a high reputation. If you want to fully understand the Suichang model, please search online. Limited by space and time, I will only briefly introduce the core points here.

Traditional economic characteristics: Suichang County belongs to Lishui City, Zhejiang Province, and the mountainous area accounts for 88% of the total area. Known as "nine mountains, half water and half fields", it is a typical mountainous county. Therefore, Suichang's industrial economy is average, mainly agricultural economy. But there are rich agricultural and forestry products here, which can be regarded as a window opened by God for Suichang people.

E-commerce mode: With the support of the local government, the e-commerce association in Suichang explored such a mode of selling characteristic agricultural and forestry products (bamboo charcoal, baked potatoes, chrysanthemum rice, etc.). ):

Manufacturer+service provider+network distributor

According to the statistics of Ali Research Institute, by 20 14, the scale of e-commerce transactions in Suichang County, mainly agricultural and forestry products, has reached 530 million yuan. In addition, e-commerce of agricultural products has also promoted the consumption of agriculture-related tourism. From 2065438 to 2004, the "Nongjiale" in the county received 2,629,500 tourists and earned 266 million yuan. The total of the two items exceeds 800 million yuan, which is an extra bonus brought by the development of rural e-commerce.

Key features: The core of Suichang model is "service provider", which is a semi-public "online shop service center" under Suichang Internet Business Association. Its core business has three parts: integrating saleable goods, organizing network distributors (mainly local network vendors) and unifying warehousing and distribution services.

"Online Shop Service Center" has played a very important role in the e-commerce process of agricultural products in Suichang: 1. Production and marketing standards for agricultural and forestry products have been formulated and implemented. This makes the chaotic transformation from "agricultural products" to "commodities" standardized, and also makes the communication among the three parties of "sales management" have a basis. 2. Directly or indirectly through rural cooperative organizations, farmers and processing enterprises are promoted to produce and process according to the above standards, which improves the quality of local online goods. 3. Set up a "product exhibition hall" and a "network distribution platform" in the county, with data packages (pictures, descriptions, etc. ) to support online distributors to choose goods and sell them online, thus lowering the technical threshold of online merchants. 4. According to the orders obtained by online dealers, unified warehousing, unified delivery and after-sales service make them realize zero inventory operation and lower the capital threshold of online merchants. 5. Social cooperation in all aspects has been promoted: farmers and cooperatives only do well in production, processing enterprises only do well in processing, and online dealers only do well in promotion and sales.

Imitation prompt: Suichang model has established socialized cooperation of agricultural and forestry products by imitating the industrial "process" model, and undertaken trivial and complicated work such as source integration, commodity data, warehousing, delivery and after-sales, so that the upstream production end and the downstream sales end can concentrate on their own work without worrying about the whole industrial chain, which has improved the overall operational efficiency and competitiveness of local e-commerce. This model has the advantage of high efficiency in the early stage of county e-commerce, and is especially suitable for promoting the batch development of local small e-commerce. The problem is that the "network service center" is a "single point of failure" in the entire e-commerce chain in Suichang. Once this link goes wrong, the upstream and downstream will be greatly affected, and the whole chain may stop running. It's like putting all your hard-earned eggs in one basket. Although it looks easy, once the basket is turned over, it will be in trouble.

Applicable areas: This model is more suitable for areas with weak e-commerce foundation, many small brands and many small online merchants.

Second, the "Tongyu model"

Strike while the iron is hot. By the way, let's talk about "Tongyu Model", because it is very similar to "Suichang Model", but it has its own characteristics in brand and sales.

Traditional economic characteristics: Tongyu County belongs to baishan city, Jilin Province, which is a typical agricultural county in Northeast China and a national poverty-stricken county; Located in a remote place with inconvenient transportation, selling agricultural products in the traditional way of selling raw products through wholesale and retail channels; The development foundation of rural e-commerce is backward; It is a famous "hometown of miscellaneous grains and beans" in China, and the output of agricultural products such as mung beans and sunflower ranks first in the country.

E-commerce mode: In order to develop e-commerce, at the end of October13, with the full support and in-depth participation of the local county party committee and county government, an e-commerce company named "Yun Fei Wu He" was established by social forces, forming this e-commerce mode:

Manufacturer+e-commerce company

Tongyu's "Yun Fei Crane Dance" has a good e-commerce operation ability in the local area and belongs to the nature of an enterprise. Similar to the "server" in Suichang mode, "Yun Fei Crane Dance" is also the core of "Tongyu Mode": it integrates products (millet, mung beans, oats, bamboo beans, etc.). ) producers (farmers, production bases, cooperatives or agricultural products processing enterprises, etc. ) Use your left hand and sell it through Taobao platform with your right hand. This project started on June 20 13. In just one year, "Tongyu", a little-known county, began to enter the eyes of consumers all over the country. As the third rural Taobao pilot county in China, it was included in the development strategy of "thousands of counties and villages" by Alibaba.

Key features: 1, "Yun Fei Crane Dance" is mainly sold online, and a small number of products are sold by online dealers, mostly from other places. 2. Registered the unified brand "Sanqianhe" to unify the packaging, sales and services of all agricultural products. 3. The county party committee and the county government transferred elite forces from various departments to form Tongyu County E-commerce Development Center, and fully cooperated with the work of e-commerce companies.

Imitation tip: Similar to Suichang mode, this e-commerce company is also a "single point of failure" in the entire e-commerce chain in Tongyu County. If there is a problem, it is easy to reduce the operation efficiency of the whole chain or even "stop", which requires special attention. In addition, compared with Suichang model, Tongyu model has not promoted the development of local small network operators well, because there are not many local small network operators. In the future, if proper measures are taken and the benefit sharing mechanism is reasonable, "Yun Fei Crane Dance" may also bring local small online merchants into the dealer system.

Applicable area: suitable for areas with weak e-commerce foundation, low product branding and few local small online merchants.

Third, the "World Alliance of Agriculture, Industry and Commerce" model.

Background: The operation headquarters of "Cargo World Alliance of Agriculture, Industry and Commerce" (referred to as "Alliance") is located in Shanghai, and it is currently positioned as a non-profit organization.

E-commerce mode: "World Agricultural Industry Alliance of Cargo Federation" is committed to building an e-commerce circulation mode Bab (Business Agent Business) suitable for bulk agricultural products trading;

Agricultural product supplier+alliance+purchasing enterprise

This is a kind of B2B. Among them, alliance is the core of this model. The main task of the alliance is to integrate suppliers of high-quality agricultural products (farmers' cooperative organizations, cooperatives, production bases and agricultural products processing enterprises, etc.). ) left-handed, and the integration of good brands, large demand for agricultural products buyers (including processing enterprises, catering groups, circulation enterprises, etc.). ) There are various agriculture-related service organizations in the middle, which provide all kinds of services centered on transactions for both buyers and suppliers. The alliance charges a service fee of 1-3% from the transaction reached.

According to the data of "the State Council Development Research Center", since the electronic trading platform of "Goods under the World" agricultural industry alliance was officially launched in the second half of 2065438+2004, it has nearly 2,000 full members and more than 3,000 members to be determined. The trading varieties cover more than 2,900 kinds of agricultural products in ten categories, with a cumulative trading volume of 350 million yuan and intentional orders exceeding 1 billion yuan. Members of the trading platform (including suppliers and buyers) are distributed in more than ten provinces such as Hebei, Liaoning, Shandong, Zhejiang, Anhui, Shanghai, Fujian, Sichuan, Shaanxi, Xinjiang and Taiwan Province, involving farmers' associations, private enterprises, state-owned enterprises, central enterprises and foreign-funded and Taiwan-funded enterprises, covering five industrial chain nodes, including Yum! Pizza Hut! At present, the total annual procurement demand being matched exceeds 5 billion yuan, showing a good development prospect.