电商入户，绿色致富

文/吴平

朱苦拉咖啡是云南大理州下辖的宾川县通过电商项目走出的首个特色农产品

电子商务源于欧美，而盛于亚洲。自2013年起，我国网络零售交易额稳居世界第一，全球十大电商企业中我国占据四席，其中阿里巴巴的市场份额排名全球第一，京东商城位居第四。2016年我国电商交易额占国民生产总值的35%，对推动供给侧结构性改革作出重要贡献。依靠“互联网+”科技创新来保护绿色生态、发展绿色生产、培养绿色生活，成为新的趋势，其中尤以农村扶贫减困、绿色发展为代表。电商将偏僻的乡村与全国乃至全球的大市场连接起来，开启了农村消贫、绿色可持续发展的新模式，是实现绿水青山“变现”金山银山的新途径，是打开农村对外窗口、启迪民智的新突破。

农村致富插上电商翅膀

我国农村电商发展如火如荼。2016年，农村网络零售市场交易额占全国网络零售总额的17.4%，金额高达8945.4亿元。以阿里巴巴旗下的淘宝为例，截至2016年8月底，1311个“淘宝村”广泛分布在全国18个省份，直接创造就业机会超过84万个。京东集

团则宣布未来五年要开100万家京东便利店，其中一半在农村，做到每个村都有。互联网打破行政界限，连接广域大市场，使得任何一个偏僻的地区、一个微小的个人、一种天然的禀赋都有了联通世界的能力，从而大大拓宽了脱贫致富的渠道，大大丰富了日常生活的色彩。

Originating from Europe and North America, E-commerce fl ourishes in Asia. Starting from 2013, China’s online retail transaction volume has ranked No. 1 in the world. Four of the top 10 world E-commerce companies are from China.Alibaba has the largest market share and JD.com ranks No.4. In 2016, online traction volume accounted for 35% of China’s GNP, which made important contributions to promoting structural reforms on the supply side. It has become a new trend to protect green ecology, boost green production and foster green lifestyles by relying on Internet plus and technological innovation. The case in point is rural poverty alleviation and green development. E-commerce initiates a new pattern of rural poverty reduction, green and sustainable development and blazes a new trail of turning clear water and green mountains into mountains of gold and silver by connecting remote villages with global markets,thus achieving new breakthroughs in opening up the rural area and enlightening the general public.

E-commerce adds wings to rural take-off

China’s rural E-commerce has developed in full swing.In 2016, rural online retail volume reached 894.54 billion RMB and accounted for 17.4% of the total in China. Take Taobao, a subsidiary of Alibaba, as an example. By the end of August 2016, there had been 1,311 so-called Taobao Villages scattered in 18 provinces in China, which directly created 840,000 job opportunities. JD.com announces that it will open 1 million convenience stores in the next five years with half of them located in rural China so that every village could have one store. Internets break down administrative barriers and connect the broader markets so that any remote region and any individual can be connected to the outside world. The channels of alleviating poverty and becoming rich have been tremendously broadened and daily rural life has been enriched.

电商扶贫是政策+市场的推陈出新。商务部、财政部自2014年起联合开展电商进农村综合示范，通过市场的力量激活贫困地区，“看不见的手”能更好地实现政策初衷。电商进村扶贫也是电商平台的创新，自2014年起，阿里巴巴将农村化作为其发展的三大战略之一，京东、一亩田等互联网公司也开始把发展重点转移到农村这个主战场上来，社会上更多新资源、新手段、新资本等新生力量投入到农村、服务于农村、受益在农民。

“互联网+三农”激活经济邀民致富。农民自力更生帮助家乡逐步摘掉贫困帽子，脱颖成为信息时代的明星。近年来，一大批“淘宝村”“淘宝镇”如雨后春笋般出现。云南省元阳县作为区位、产业均不占优势的贫困县，电商从零起步，农业产品联网成功，网上开店120余个，梯田红米销售额突破3000万元。不仅如此，山西省万荣县通过举办“万荣苹果”杯电商创新创意大赛、搭建交流平台，使电商脱贫致富的理念深入人心。

Poverty reduction through Ecommerce is a creative measure, integrating policies and market forces. The comprehensive demo project of e-commerce entering rural area jointly launched by Ministry of Commerce and Ministry of Finance in 2014 is a major policy innovation in the context of internet plus. The market forces could be leveraged to enhance capabilities in poverty-stricken regions and the invisible hand can better fulfill the original policies intentions. E-commerce entering the village to help with poverty reduction is also an innovation by e-commerce platforms.Since 2014, Alibaba has regarded it as one of its three major strategies to occupy the rural market. JD.com, Yimutian and other internet companies began to invest the vast rural market. More social resources, measures, services and capital will be put into the countryside, which will benefit the farmers.

Using internet to resolve agriculture-related issues can help to activate rural economy and benefit the farmers. Farmers can become stars in the information age by helping their hometowns to shake off poverty. In recent years, a large number of towns and villages with thriving on-line business have sprung up. Yuanyang County in Yunnan Province is a poor county without any advantages in location and industrial development. However, e-commerce here has started from scratch and local agricultural produces have been sold to other parts of China through 120 online stores. The sales volume of terrace red rice has totaled 30 million RMB. Wanrong County in Shangxi Province raised public awareness of using e-commerce to shake off poverty through holding Wangrong Apple Cup Contest of Innovative &Creative Ideas on E-commerce and building exchange platforms.

电商进村的绿色发展隐忧

就在阿里巴巴、京东等纷纷抢滩农村电商这一蓝海市场的同时，许多问题也接踵而至。贫困地区要搭上绿色发展的快车，还有许多瓶颈尚待突破。比如说生产规模、产品质量、市场推广的全商业线考验。生产规模方面，贫困地区以一家一户为单位的家庭作坊生产方式为主，生产规模的局限性难以满足电商的大批量产品供应要求。产品

质量上，农产品质量参差不齐非标准化问题突出，大大影响其市场竞争力，加之贫困地区距离城市较远，物流成本较高，农民为提高收入只能降低生产成本，更加导致质量问题频发。再比如市场推广，虽然电商打破了传统商业模式

下的推广壁垒，但随着竞争者的增加，如果缺乏适当的营销策略，辅以良好的服务和体验，形成品牌和口碑，农产品则很难在激烈的市场竞争中脱颖而出，“百花齐放，百家争鸣”也可能适得其反，电商扶贫与绿色发展将只能昙花一现，难以为继。

Challenges facing the green development of e-commerce in rural areas

As Alibaba, JD.com and other e-commerce companies rush into the blue ocean of the rural markets, many problems have arisen. There are still bottlenecks to be overcome when the poverty-stricken areas are on the fast lanes of green development.

There are challenges regarding production scale, product quality and marketing. In terms of production scale,household-based family workshop is the main form of production in poor regions. The small-scale production cannot meet the demand of e-commerce which requires the supply of large numbers of products.The quality of agricultural produces is not uniform, which considerably affects the market competitiveness. In addition, the cost of logistics can be very high since these poor regions are far away from cities. Farmers can do nothing but reduce production cost in order to increase income,which in turn leads to frequent quality problems.

物流网络成为亟待弥补的短板。农村电商巨大的发展潜力与发展进度不匹配，资本、企业纷纷铩羽而归，其中物流是制约农村电商发展的核心。没有物流的农村，发展电商只能是空中楼阁。农村物流成本居高不下，是因为农村人口数量庞大且居住分散，订单密度较小，物流需求“点多面广”，但现阶段资本、技术、人力等未能达到要求；而且农资产品一般体积大、重量高、易腐烂，“距村越近，道路越窄，路况越差”的现状，导致客运货车无法通行，或者车速缓慢，“最后一公里”“最初一公里”成为产品是否能够“下得去”“出得来”的关键，也成为最具农村特色、追求新鲜程度的各类产品占领市场的关键。目前我国农村整体物流体系落后，缺乏专业性、现代化、大型的物流企业。物流资源不成体系，运力资源难以整合。

As regard to marketing, though e-commerce breaks down barriers for product promotion in the traditional business models, it is diffi cult for agricultural produce to stand out in the fi erce market competition if there is no proper marketing strategy, excellent service and experience, brand or reputation. Poverty reduction through e-commerce and green development can only be a flash in the pan and cannot be sustained.

海量包装致使垃圾围村。电商离不开物流，物流少不了包装。农村作为一片美丽净土，呼唤发展，但更需要绿色，包装已成为制约农村电商绿色发展的瓶颈。农村电商迅速发展，快递业务量逐年增长，包装需求势头凶猛，包装垃圾问题浮现。过度包装问题尤为突出。为避免产品颠簸损坏，商家往往通过多层包装“五花大绑”以换取心理安慰、减少店铺差评；由于包装材料不环保，过度包装不仅浪费，而且带来高污染。以胶带为例，目前绝大多数快递包裹用的都是不可降解胶带，其主要成分为聚氯乙烯，需耗时百年才能降解；同时，塑料编织袋、虽然塑料袋、纸箱等包装材料均可以多次使用，能提高资源使用效率，但包装循环利用机制不健全、环保意识欠缺，浪费与污染形势严峻。

Logistics network has become a drawback which should be overcome urgently. The speed of e-commerce development cannot match the tremendous potential and the capital and e-commerce companies suffered frustration and setbacks.Logistics is the core factor restricting the development of rural e-commerce. If there is no adequate logistics in rural China, developing e-commerce can only be a castle in the air. The high cost of rural logistics is due to large but widely scattered rural population and small density of orders, thus causing high pressure to logistics. At the current stage, capital, technology and human resources cannot meet the requirement. In addition, agricultural products are mainly bulky, heavy and perishable. The nearer to the village, the narrower the road and the worse the road conditions, so the trucks cannot get through or have to slow down. The last mile and the first mile become the key to whether the agricultural produce can be transported to the outside or the outside products can be delivered to rural consumers. In particular, fresh agricultural produce with local color bear the brunt. At present, the logistics system is very backward in rural China and there are no professional, modern and large logistics companies. It is diffi cult to integrate fragmented logistics resources.

所以物流、包装要绿起来。在包装方面，农村电商上、下游供应链的各个环节都要避免包装材料的过度浪费，尽可能节约包装物的使用量；制定绿色包装的相关法律、法规与相关标准，鼓励创新地对现有材料择优使用，扶持绿色包装企业的研发和生产，为使用绿色包装的农户提供政策补贴，于“起点”和“终端”摒弃传统包装材料，走生态环保新道路；建立包装回收体系与制度，例如鼓励长期交易的双方通过主动完好地收集上批产品包装物来抵扣下批产品价款，形成良性循环。

在物流方面，商务部、财政部、交通部等部委加快推动农村地区交通改善，建立并完善县、乡、村三级物流配送体系，提高物流分拨及配送效率；国家通过政策、资金支持，鼓励阿里巴巴、京东等电商企业“下乡进村”开拓市场，形成先行的物流突破；建设改造县域电商公共服务中心和村级电商服务站，拉动“政、企、民”三方联动发展电商。

Massive packaging has caused a large amount of garbage in villages. Packaging is a must for logistics. Beautiful countryside called for green development. However, packaging has become a bottleneck restricting the green development of rural e-commerce. The rapid development of rural e-commerce leads to huge increase of express delivery services which generate a great demand for packaging.Excessive packaging has become a serious issue. In order to prevent their products from being damaged during delivery process and receive favorable comments from the buyers, the sellers often package their products excessively for psychological comfort. Because the packaging materials are not environmental-friendly, excessive packaging not only results to waste, but also high pollution. Take adhesive tapes as an example. Currently, most of the delivery parcels contain non-degradable tapes whose main content is PVC. It takes over 100 years for the material to degrade.Meanwhile, plastic bags, carton boxes and other materials can be used repeatedly to increase efficiency of resource utilization. However, the recycling mechanism of packages is not well-established and people lack environmental awareness, causing serious waste and pollution.

Logistics and packaging should be green. The government should formulate laws, regulations and standards on green packaging, encourage the use of high-quality materials in an innovative way, support the R&D of green packaging companies, provide policy subsidies to farmers who use green packaging and advocate the development approach of ecology and environmental protection by discarding traditional packaging materials at the starting points and ending points. Packaging material recycling systems and mechanisms should be established. For example, packaging materials can be used as cash for the next batch of products to be purchased to generate a virtuous cycle.

Regarding logistics, ministries of commerce, finance and transportation, etc. should promote the improvement of road conditions in rural areas, reduce delivery time and traffic barriers, build and improve a three-tier logistics system at county, township and village levels and increase logistics efficiency. The central government has encouraged Alibaba, JD.com and other e-commerce companies to tap rural markets with policy and financial support so as to achieve logistical breakthrough. County-level e-commerce public service centers and village-level service stations should be established. The government should work together with the private sector to develop e-commerce.

2017年11月2日山东淘宝村挂满了“双11”横幅，十余名网店店主正在喝酒誓师，一起备战“双11”

产品品牌亮起来

品牌效应能够提升产业及产品的溢价空间，保护生态环境，实现长效发展。品牌建设在挖掘区域文脉的同时，有助于提升贫困地区的精神特质、文化气质，再造乡村文明。

云南省文山市是三七原产地，产量占全国的95%，“滋补中国”品牌计划将其列为重点合作对象，带领文山这一国家级贫困县一跃成为“2016年电商消贫十佳县”榜首。贫困地区普遍存在产品丰富但品牌弱小的问题，物种资源、传统农耕文化资源、区域特色自然资源等都大为丰富，而各类产业、产品的品牌化程度极低，造成产品大面积低价出售。实施品牌消贫，利用品牌知识培训、农产品区域公用品牌战略规划设计、企业品牌创建、人才培养机制等，提高以品牌为核心的农业现代化程度，改变以生产为导向的理念与方法，从而提升企业、合作社、农户的品牌管理能力与市场竞争水平。

Brand Building

Brand awareness should be raised. Brand effect can help to increase product value, protect ecology and environment and achieve long-term development. Brand building can fully take advantage of local culture and help to improve the spiritual and cultural image of poverty-stricken regions so as to rebuild rural civilization.

Wenshan City in Yunnan Province is the place of origin for notoginseng and boasts 95% of the national output. The Nutritious China Brand Initiative selected notoginseng as a key target for cooperation and helps WenshanCity, a national level poor county, to become one of the top 10 counties which shook off poverty through e-commerce in 2016.There is a rich variety of products, species resources, traditional farming cultural resources and natural resources with regional features, etc.in poor regions, yet their brands are not well-known. Therefore, the products are sold at a very low price. Brand awareness should be raised to reduce poverty through brands. Local talents should be trained on brand knowledge, brand planning and design, corporate brand creation etc. so as to improve level of agricultural modernization with brands at the core, change the production-oriented concept and method and improve companies,cooperatives and farmers’ brand management capability and market competitiveness of products.