Mianyang's Rural E-commerce Runs on the Fast Lane
2017-11-27

Abstract: In the morning of November 15, our reporter came to Beichuan electric business industry port; There the logistics vehicles are coming and going and staffs are working busily. "These are the orders of 'double 11' and we have to send them out as quickly as possible". the field staff told the reporter. In this year's TMALL "double 11" activities, Beichuan bacon and sausage are among the top 10 best sellers; flagship stores of 11 related enterprises achieve sales of 6.973 million yuan on "double 11" day in TMALL, Taobao platform, a year-on-year increase of 284%.

Villagers purchase favorite goods in rural e-commerce service station (Vision Mianyang, pictures)

(Mianyang News) In the morning of yesterday (15th), the reporter came to Beichuan electric business industry port. There the logistics vehicles are coming and going and staffs are working busily. "These are the orders of 'double 11' and we have to send them out as quickly as possible." the field staff told the reporter. In this year's TMALL "double 11" activities, Beichuan bacon and sausage are among the top 10 best sellers; flagship stores of 11 related enterprises achieve sales of 6.973 million yuan on "double 11" day in TMALL, Taobao platform, a year-on-year increase of 284%.

These achievements reflect the Mianyang's unremitting efforts of steadily promoting the e-commerce work. The reporter learned from the municipal commission of rural affairs that in recent years Mianyang has vigorously promoted e-commerce to villages and households. Taking the construction of integrated demonstration county of promoting e-commerce to villages at national and provincial level, Mianyang focuses on the promotion of the marketing of agricultural products and expanding the consumer market of rural e-commerce. It explores to form the "Three prolonged" mode of precise poverty alleviation through industry, entrepreneurship and employment based on the internet. In the first three quarters of 2017, Mianyang's nine county-level e-commerce operating centers run smoothly, the sales revenue reaching 420 million yuan; there are 1,480 village-level e-commerce stores and 4,130 e-commerce entities, with the online trading volume of agricultural products reaching 2.27 billion yuan.

E-commerce is a new type of economic activity which highly integrates modern information technology and business activities. It has become an important force leading the change of production and lifestyle. Since last year, Mianyang has issued relevant documents like the Mianyang Implementation Plan of Promoting rural e-commerce and Creating a National-level E-commerce City, to timely support the agricultural products logistics and the development of rural e-commerce. It builds the incubator center of rural e-commerce at city and county levels as well as the multifunctional e-commerce industrial parks that include the resources exhibition, trading, business incubation and other functions.

Farmers is the main body of developing rural e-commerce. Mianyang continues to vigorously implement the strategy of "connecting internet with the whole enterprise and entire people", and actively guides the new agricultural business entities into the internet; It actively carries out the training of rural e-commerce through centralized training and fixed training. It cultivates and support various social groups to set up online shops and micro business shops. It also helps to build the leading rural e-commerce enterprises and help the rural e-commerce to establish the marketing center, data center and funds settlement center.

Meanwhile, each county and district fully unearths the local characteristic products and solve the problems of agricultural products: the appearance of the products is not good; each product's quality is not the same; there are no marketing channel". They carefully build the characteristic brand that suits network marketing. Through combining the e-commerce with agricultural products and tourism resources, Mianyang explores new ways of "industry plus e-commerce plus poverty alleviation". Taking the building of internet sales platform for local characteristic products as the starting point, Mianyang promotes to build the e-commerce platforms like HuotongTianxia and ShangyiHulian. It expands the sales of agricultural products and increase the farmers' income by selling the products through these platforms. In addition, it strengthens the in-depth cooperation with well-known operators likeTaobao and Jingdong. "Jingdong" characteristic shop and "Suning characteristic shop" have become important windows and platforms for Mianyang agricultural products to go outside Sichuan and China. A series of local agricultural products including Fucheng ophiopogon japonicus, Pingwu auricularia auricula and Beichuan tea are sold to the whole country, helping farmers shake off poverty and live a moderately prosperous life.

The high cost of logistics has always been a problem restricting the development of rural e-commerce. Therefore, Mianyang actively innovates the methods of work and improve rural distribution system. The operations center of each county and district cooperate with logistics companies to establish the logistics transportation and distribution center. We support logistics companies such as SF, YTO Express, STO Express to build the three-level logistics service system (from county, township to village). We focus on cultivating four provincial-level logistics enterprises, 24 municipal-level logistics enterprises, implement the integrated logistics project that covers production, supply and marketing of agricultural products and basically solve the "last mile" problem of rural logistics. (Li Lingyue, Zhang Mu, all media reporters from Mianyang Daily)