On the way to common prosperity in Zhejiang, increasing farmers’ income in 26 counties in mountainous areas is the short board. E-commerce has the characteristics of low threshold, low cost, convenience and high efficiency. It is an important channel for two-way communication between “industrial products going to the countryside” and “agricultural products going up”, and plays an important role in solving rural employment, promoting farmers’ income and promoting industrial development. Recently, Taizhou Municipal Bureau of Commerce went to Tiantai, Xianju and Sanmen to investigate e-commerce to broaden the realization path of urban and rural common prosperity. Through this survey, from the “five dimensions” such as product marketing, company operation, whole village upgrading, town-level industrial clusters and county-level project promotion, we summarized and refined the “five modes” of e-commerce to promote common prosperity, and made every effort to create a new model of Taizhou’s urban and rural common prosperity. At present, there are 11 Taobao towns, 94 Taobao villages and 18,312 active online stores in Tiantai, Xianju and Sanmen, and the e-commerce public service system covers 8..81% administrative villages; In 2020, the online retail sales will reach 396..8.7 billion yuan, of which the online retail sales of agricultural products reached 1.5%.800 million yuan, a year-on-year increase of 26.7%。
First, the product sales model of “party member leads+group development” realizes the transformation of vegetation into golden pots.
Qianguo Village, Sanmen County, under the leadership of Li Hongjun, a village branch of party member who has 30 years of bonsai cultivation experience, cultivated a wild tangerine-golden bean into a bonsai and turned it into a sunrise industry full of “Qian Jing”. First, party member leads the way to wealth. In 2008, Li Hongjun sold a pot of “golden beans” for 8,000 yuan, and became the envy of the whole village. “One person is not rich when he is rich, and the whole village is rich when he is rich.” In 2015, Li Hongjun gave up his own factory to specialize in bonsai industry, helping and driving other bonsai growers in party member to engage in bonsai industry, making the golden bean bonsai a characteristic industry in the village, attracting a large number of merchants from Jiangsu and Shandong to purchase. Second, the association holds a group to share wealth. In 2016, the village established the first bonsai cooperative and bonsai association in Sanmen County, and combined with the construction of “three reforms and one demolition” and “beautiful courtyard”, it revitalized idle land, built a bonsai trading market covering an area of more than 5,000 square meters, completed the facade transformation of bonsai cultural corridor and houses along the road, and realized the “gorgeous turn” of Qianguo Village. At the same time, we will increase fitness equipment, lay plastic runways for primary school playgrounds, and set up village history museums, cultural auditoriums and villagers’ restaurants to promote the improvement of village appearance and the development of rural tourism. At present, the rent of bonsai market and planting base has become the main source of village collective income, and the village collective economic income has increased from the original blank to the current annual income of 600 thousand yuan. Third, e-commerce makes efforts to help the rich. With the help of e-commerce, the village bonsai marketing network is spread all over the country, and the villagers’ road to wealth is getting wider and wider. In 2020, the transaction volume of the village bonsai industry reached 40 million yuan, of which online transactions accounted for 70% of the total transaction volume of the village. For example, after attending the e-commerce training organized by the county, Wang Fang, a low-income household in the village, learned to sell goods live in Tik Tok, with an average turnover of nearly 10,000 yuan per night and a profit of more than 1,000 yuan. Now, the young people in the village have time to learn bonsai cultivation techniques, open online live broadcast rooms to buy and sell goods, the neighborhood relations are harmonious and harmonious, and the folk customs and village style have improved significantly.
Second, the company’s operation mode of “scientific and technological innovation+agricultural transformation” will realize the advanced belt and backward.
Zhejiang Zangxian Biotechnology Co., Ltd., located in Xianju County’s national Taiwan Province Farmers’ Pioneer Park, has broken through two core technologies: artificial cultivation of Cordyceps sinensis and large-scale cultivation and production of Cordyceps militaris, and empowered the upstream and downstream industries with the help of e-commerce sales channels, promoted the deep integration of primary, secondary and tertiary industries, and realized the increase of farmers’ income in rural areas. First, technological innovation drives agricultural transformation. As a traditional agriculture in Xianju, the industry of “planting mulberry and raising silkworms” began in the Song Dynasty and flourished in the 1980s. In its heyday, the mulberry garden area reached 10,000 mu. However, due to the low efficiency, the per mu does not exceed 10,000 yuan, and the industrial scale has shrunk dramatically in this century. At present, with the large-scale cultivation and production of Cordyceps militaris.The cocoon, which used to be mainly used for raising silkworms and reeling silk in the past, has been explored for more utilization value. The original silkworm chrysalis of more than 30 yuan a catty is made into Cordyceps militaris, which is 4750 yuan a catty, and the price has increased by more than 100 times. The second is to lengthen the industrial chain and increase farmers’ income. In the industrial chain of silkworm chrysalis and cordyceps sinensis, the upstream can increase the income of mulberry farmers by purchasing silkworm chrysalis, which will increase the average annual income of mulberry farmers from no more than 10,000 yuan to 30,000-50,000 yuan; Downstream through the construction of Cordyceps chicken breeding base, provide breeding chickens and Cordyceps feed for farmers, rely on O2O e-commerce to help farmers sell Cordyceps chicken and Cordyceps eggs, and solve the problem of farmers’ difficult sales. In 2020, the company acquired 96 tons of silkworm cocoons at a purchase price of 90,000 yuan per ton, helping farmers to increase their income by more than 5 million yuan. The third is the e-commerce live broadcast to realize the “butterfly change” of the industry. Establish an e-commerce live broadcast base, and build a online celebrity live broadcast base integrating traceability live broadcast with goods, anchor incubation base, offline live broadcast community, intelligent cloud warehouse logistics service and e-commerce professional training, so as to promote the integration of online and offline development and bring into play the benefits of 1+1>2. In 2020, the company’s total output value is 60 million yuan, of which online sales are 33.3 million yuan, accounting for more than 50% of the total output value. t:0pt; text-indent:32pt; background:#FFFFFF; “> Third, the whole village promotion mode of” returning to entrepreneurship+leading “will realize the transformation of the old village.
Wubai Village in Tiantai County vigorously develops the e-commerce industry. Relying on “China Automobile Supplies Manufacturing Base” and “China Automobile Supplies Export Base”, it was successfully selected as the first batch of Taobao villages in China in 2013, and was named as the only e-commerce demonstration village in Zhejiang Province in Taizhou in 2015. First, capable people return to their hometowns to start businesses. In 2007, Taobao and other e-commerce platforms gradually emerged. Qiu Haifeng, Qiu Junwu and other entrepreneurs who returned to their hometowns took the lead in testing water e-commerce and opened Taobao stores and even Tmall flagship stores to expand the sales of auto supplies. For example, Qiu Haifeng’s “Purple Fengling” store has been ranked in the top three in brand ranking, sales ranking and click-through rate of Tmall car cushions for three consecutive years. The success of “Purple Fengling” also attracted a large number of foreign college students from Fujian, Jiangxi, Anhui and other places to open online stores in the village. At present, there are 276 households and 252 Taobao shops in the village, including 121 Taobao shops opened by foreigners. The second is to work together to solve the bottleneck of development. With the expansion of online sales scale in Wubaicun, low-price homogeneous competition, poor network and difficult capital turnover have become practical problems faced by e-commerce development. With the joint efforts of counties, towns and villages, Wubai Village invested more than one million yuan to upgrade optical fiber, established the first Taobao base for distance education of automobile supplies in China, and accelerated the intelligent and information transformation of the automobile supplies market through various measures, such as comprehensive speed-up of optical fiber and long-term teaching in Taobao lecture hall, so as to promote e-commerce users to increase sales, group development and brand. Innovatively launch “fund pool”.The “Taoshangtong” loan project helps small and micro businesses solve financial problems and meet their short-term financing needs. The third is the development of clusters to build a platform for innovation. The town has established an e-commerce industry platform, created a “double-creation garden nursery workshop”, “love partnership and reply to customers in China” and an auto parts incubator, specially set up an “e-commerce training base”, and regularly invited Alibaba, JD.COM and other professional tutors to give lectures, providing professional services and public support platform for the development of e-commerce in 500 villages. At present, the annual sales of Wubai Village has reached more than 600 million yuan, and Guangming Road in the village is known as “a street for auto supplies”, attracting 22 professional express delivery and logistics companies such as Yuantong and Shentong to enter the village and surrounding villages.
Fourth, the “government-led+cultural tourism integration” industrial development model, to achieve small socks to go global.
“Small socks industry, big market”, the white crane socks industry, which is out of nothing and lacks production, began in the 1960s and 1970s, and has developed from a traditional village industry to a brand-name and large-scale development model of “socks industry+e-commerce+tourism”. In 2020, the annual sales of Baihe socks industry will reach more than 5 billion yuan, driving 8,000 people around to find jobs. First, the government gives priority support. In order to promote the development of Baihe socks industry cluster, in 2014, Baihe International Socks City landed in Baihe Town as a return project of Zhejiang businessmen and a municipal key project. Baihe international socks city has a total investment of 3..600 million yuan, the scale exceeds 100,000 square meters, and it has been supported by the provincial, municipal and county governments in the construction process. After its opening in December 2017, it won nearly ten honors, such as national AAA-level tourist attractions and Zhejiang industrial tourism demonstration base, in just four years. The second is online and offline integration. Since 2010, professional e-commerce management teams have been hired, and platforms such as photography and logistics have been introduced into the park. Well-known e-commerce companies such as Alibaba and Pinduoduo have been invited, and merchants have been guided to set up e-commerce delivery platforms such as Taobao, Pinduoduo and Tik Tok. The “Soaring” plan was launched online, and the three points of gliding, Baihe International Socks City and Longchuanxia were strung together to create a brand-new tourism product integrating sports, shopping, sightseeing and leisure. Under the offline organization, merchants’ goods are retailed at the price of wholesale e-commerce, and consumers can enjoy online wholesale prices offline, thus driving offline sales. In 2020, the market sales of Baihe International Socks City will reach 4.2 billion yuan, of which online sales will reach 2.9 billion yuan and logistics will reach more than 15 million pieces. The third is the promotion of the “trinity”. According to the “trinity” of industry, culture and tourism, culture will be integrated into the white crane socks industry to promote the integration and development of literature, business and tourism. For example, Baihe International Hosiery City has set up a 1,000-square-meter Baihe Hosiery Museum to exhibit the history of the local hosiery industry, the history of China socks and the history of the world socks, and has launched a sock culture gallery and a sock fashion wall painting gallery, at the same time, it has increased supporting formats such as sunshine catering, hotels and logistics, and promoted the transformation and upgrading of the socks industry.
Five, “fixed-point radiation+resource integration” project promotion mode, to achieve express delivery to every village.
Sanmen county actively promotes the project of “100% express delivery to the village”, improves the three-level logistics distribution system at county, town and village, opens up the “last mile” of rural logistics, and broadens the “road of common prosperity” for e-commerce to promote rural revitalization. The first is to implement county-level unified distribution. Give full play to the transportation advantages of Sanmen Transportation Group’s counties, towns and villages, and build a 2000㎡ county-level unified warehouse, unified distribution and distribution center, equipped with intelligent warehousing and distribution facilities, to guide express companies in the county to settle in, and provide unified warehousing, sorting, loading and unloading, distribution, payment collection and other services, so as to solve the shortcomings of express delivery in the village, improve circulation efficiency and reduce circulation costs. The second is to promote the intercommunication between towns and villages. According to the current situation of population and location of towns and their administrative villages, on the basis of ensuring the “town-village connectivity” of general routes, we will accelerate the “town-town connectivity”, fill the logistics gap in the junction, ensure that express delivery covers all administrative villages, and provide protection for industrial products going to the countryside and agricultural products entering the city. This year, four town-to-town distribution lines were newly opened, namely, Zhu ‘ao-Tingpang, Jiantiao-Gangbei, Hengdou-Gangnan and Hairun-Shaliu-Shepan. Fifty village-level service points were added along the lines, which led to 150 direct jobs and nearly 300 indirect jobs. The third is to support the fixed income in the village. Support towns and villages to carry out directional cooperation with express delivery companies, and take express delivery during the online promotion activities..The way of “entering the village to set a fixed income” promotes the rapid shipment of online sales products and increases the added value of products. For example, in accordance with the sales model of “e-commerce+citrus+express delivery”, huaqiao town held a citrus online promotion activity, introduced express delivery companies into the village to set a fixed income, and realized the transformation of citrus from “selling in baskets” to “selling in boxes”, and the price of citrus was from 0..6 yuan/Jin increased to 6..5 yuan/Jin.
(Contributed by Taizhou Municipal Bureau of Commerce)