The Ministry of Agriculture and Rural Affairs said that it would focus on industry to promote rural development. How can we really promote rural development?

1. The number and scale of rural netizens are constantly expanding.

In recent years, China has vigorously promoted the construction of rural Internet. At present, an integrated, ubiquitous, safe and green broadband network environment has been initially established, and "urban fiber to the building and rural broadband to the village" has been basically realized. In 20 19, China has built the world's largest optical fiber and mobile communication network, and the proportion of optical fiber and 4G in administrative villages exceeds 98%.

According to the 45th Statistical Report on Internet Development in China issued by China Internet Network Information Center (CNNIC), by the end of the first quarter of 2020, the number of rural netizens in China was 255 million, accounting for 28.2% of the total number of netizens, an increase of 33.08 million compared with the end of 20 18. With the rapid penetration of the Internet, the construction of rural e-commerce support service system will be accelerated, and the "digital divide" between urban and rural areas will be continuously narrowed.

2. The Internet penetration rate in rural areas is increasing year by year.

In recent years, the Internet penetration rate in rural areas of China has increased year by year. According to the latest data from China Internet Network Information Center, the rural Internet penetration rate in China was 46.2% in 20 19, which was 7.8 percentage points higher than that at the end of 20 18. The gap between urban and rural Internet penetration rates narrowed by 5.9 percentage points.

3. The township coverage rate of China express outlets is 97%.

In 20 14, the state post bureau started the "express delivery to the countryside" project. In the past six years, China's express service network has been continuously improved, and express service has penetrated into farmers' lives, showing quasi-public service attributes. 20 19 The projects of "postal service to the countryside" and "express delivery to the countryside" in China continued to advance. The accessibility and balance of universal postal service have been continuously improved, and express service has spread all over urban and rural areas, and has begun to extend to the village level.

According to the data released by the State Post Bureau, by the end of 20 19, 556,000 villages nationwide had direct mail service, which achieved the goal of postal service for all villages one year ahead of schedule. There are more than 30,000 express outlets in rural areas, 63,000 public pick-up and delivery points, and the coverage rate of township express outlets has reached 96.6%. In 20 19, China's rural areas received more than1500 million pieces of express delivery, accounting for more than 20% of the total express delivery business in the country, and supported industrial products to the countryside and agricultural products to the city for more than 870 billion yuan.

By September 2020, almost all cities above the county level in China will have express outlets, covering more than 30,000 towns and villages, with a coverage rate of 97%, basically achieving "villages and towns have outlets".

4. The online shopping consumption power of rural residents has improved.

With the reform and opening up and rapid economic development, the lower price level and living cost in low-tier cities and rural areas make local people have more disposable property, and the income gap between urban and rural areas is gradually narrowing.

In 20 19, the per capita disposable income of the national residents was 30,733 yuan, an increase of 8.9% in nominal terms over the previous year, and a real increase of 5.8% after deducting the price factor. Among them, the per capita disposable income of urban residents was 42,359 yuan, an increase of 7.9%, and the real increase was 5.0% after deducting the price factor; The per capita disposable income of rural residents 1602 1 yuan, an increase of 9.6%. After deducting the price factor, the actual growth was 6.2%.

In the first three quarters of 2020, the national per capita disposable income was 2378 1 yuan, a nominal increase of 3.9% year-on-year, and a real increase of 0.6% after deducting the price factor. Among them, the per capita disposable income of urban residents was 3,2821yuan, an increase of 2.8%, and a real decrease of 0.3% after deducting the price factor; The per capita disposable income of rural residents 12297 yuan, an increase of 5.8%. After deducting the price factor, the actual growth was 1.6%.

According to the data of the National Bureau of Statistics, the consumption expenditure of rural residents in China has been growing rapidly. In recent years, the growth rate of per capita disposable income of rural residents has been higher than that of urban residents. Driven by this factor, the per capita consumption expenditure of rural residents increased by 9.9% in nominal terms in 20 19, 2.4 percentage points faster than that of urban residents. Among them, the per capita expenditure of rural residents on education, culture, entertainment and medical care maintained a double-digit rapid growth.

In the first three quarters of 2020, the per capita consumption expenditure of the national residents was 14923 yuan, which was 3.5% lower than the same period of the previous year in nominal terms, and 6.6% lower in real terms after deducting the price factor. Among them, the per capita consumption expenditure of urban residents was 19247 yuan, down by 5.6%. After deducting the price factor, it actually decreased by 8.4%. The per capita consumption expenditure of rural residents was 9430 yuan, up by 0.8%, and actually decreased by 3.2% after deducting the price factor.

In recent years, the growth rate of per capita disposable income and per capita consumption of rural residents in China is faster than that of cities, and the growth rate of online shopping consumption in rural areas is also significantly faster than that of cities. At the same time, with the improvement of Internet coverage, a large number of rural residents have access to the Internet, and the scale of online shopping in rural areas has been expanding, which has become an important factor in consumption growth.

As of March 2020, the proportion of online shopping users in the third-tier and below markets in the region increased by 3.9 percentage points compared with the end of 20 18; The scale of online shopping users in rural areas reached 1.7 1 billion, accounting for 24. 1% of online shopping users. According to the above data analysis, in recent years, the online shopping consumption level and consumption ability of rural residents in China have been greatly improved.

5. Rural online retail sales accelerated, and the eastern region performed brilliantly.

20 19 with the in-depth development of digital rural construction, comprehensive demonstration of rural e-commerce, and e-commerce poverty alleviation, China's rural e-commerce continues to maintain a good development trend, the scale of rural online retail and agricultural products continues to expand, the potential of rural consumer market is further released, the rural e-commerce model continues to innovate, and e-commerce poverty alleviation has achieved full coverage of national poverty-stricken counties. E-commerce actively contributes to the supply-side reform of agriculture and provides new kinetic energy for rural revitalization. The rural e-commerce in China has experienced pre-market cultivation, and has grown rapidly while accelerating transformation and upgrading, and gradually moved towards a new stage of high-quality development.

Business big data monitoring shows that in 20 19, the national rural online retail sales reached10.7 trillion yuan, accounting for 16. 1% of the national total online retail sales, slightly higher than the previous year; The year-on-year growth rate was 19. 1%, which was 2.6 percentage points higher than the national online retail. Among them, the online retail sales of rural physical goods was 65.438+0.33209 billion yuan, accounting for 78.0% of the national online retail sales, with a year-on-year increase of 26.5438+0.2%.

In the first half of 2020, the national rural online retail sales reached 766.85 billion yuan, a year-on-year increase of 5%; Among them, the online retail sales of physical goods was 699.9 billion yuan, a year-on-year increase of 7.3%; The online retail sales of 832 national poverty-stricken counties nationwide reached 68.48 billion yuan, up by 13.3% year-on-year, 8.3 percentage points higher than the growth rate of online retail sales in rural areas nationwide; The online retail sales of agricultural products nationwide was193.77 billion yuan, up 39.7% year-on-year.

By region, in 20 19, the rural online retail sales in the eastern, central, western and northeastern regions of China accounted for 76.6%, 12.0%, 9.4% and 2.0% of the national rural online retail sales respectively, increasing by 19.8% and/kloc-0 respectively.

By province, in 20 19, the rural online retail sales in Zhejiang, Jiangsu, Fujian, Hebei and Shandong ranked in the top five, accounting for 73.6% of the national rural online retail sales, and the top ten provinces accounted for 87.2% (see Figure 3-6). In terms of growth rate, Fujian, Tibet, Gansu, Jiangxi and Chongqing ranked the top five in the growth rate of retail sales, with growth rates above 20%.

6. The rise of sinking market has promoted the further development of rural e-commerce market.

In recent years, China's "sinking market" has become an incremental source of e-commerce. Cities, counties, towns and rural areas below the third line have a large population, a large geographical scope and scattered distribution, and the cost of traditional circulation services is high, which is an important area for e-commerce platforms to play a role.

With the sinking market becoming an important incremental market for online consumption, according to the data released by mobike Technology, the online shopping users in the sinking market in China have maintained rapid growth in recent years, providing a user base for online consumption. In 20 19, there were nearly 400 million active e-commerce users in the "sinking market", accounting for 57.4% of the total active e-commerce users, and the average daily usage time exceeded 1 hour.

The e-commerce platform effectively obtains customers and penetrates through the sinking market, while continuing to deepen new retail and local life, constantly releasing the consumption potential of the sinking market, meeting the diversified and quality needs of consumers and promoting consumption upgrading.

McKinsey's "20 19 China Digital Consumption Trend Report" shows that the purchasing power of young e-commerce in small towns exceeds that of first-tier cities, and they pursue the equality between life tonality and quality consumption. Compared with consumers in big cities, consumers in small and medium-sized cities are less sensitive to prices. Consumers in the sinking market not only pay attention to discounted goods, but also pay attention to luxury goods with higher prices, special supplies and limited goods that are difficult to buy.

According to McKinsey & Company's forecast, the proportion of middle class and wealthy families in China will greatly increase in the future, and it is expected to reach 8 1% in 2022. Among them, the third-and fourth-tier cities have the fastest growth. By 2030, China's personal consumption will increase from 29.6 trillion yuan in 20 16 to 65.3 trillion yuan, and more than 66% of the growth will come from the sinking market.

With the in-depth implementation of the central government's policies and measures to promote consumption, the consumption power of low-tier cities and rural residents is increasing day by day, which has become a new bright spot for expanding domestic demand and stabilizing growth expectations. Among them, the online sales of physical goods have grown strongly, which has become the highlight of rural consumption in recent years. In the next decade, the rural e-commerce market is expected to catch up with the cities.