電商入戶，綠色致富

文/吳平

朱苦拉咖啡是云南大理州下轄的賓川縣通過電商項目走出的首個特色農(nóng)產(chǎn)品

電子商務(wù)源于歐美，而盛于亞洲。自2013年起，我國網(wǎng)絡(luò)零售交易額穩(wěn)居世界第一，全球十大電商企業(yè)中我國占據(jù)四席，其中阿里巴巴的市場份額排名全球第一，京東商城位居第四。2016年我國電商交易額占國民生產(chǎn)總值的35%，對推動供給側(cè)結(jié)構(gòu)性改革作出重要貢獻(xiàn)。依靠“互聯(lián)網(wǎng)+”科技創(chuàng)新來保護綠色生態(tài)、發(fā)展綠色生產(chǎn)、培養(yǎng)綠色生活，成為新的趨勢，其中尤以農(nóng)村扶貧減困、綠色發(fā)展為代表。電商將偏僻的鄉(xiāng)村與全國乃至全球的大市場連接起來，開啟了農(nóng)村消貧、綠色可持續(xù)發(fā)展的新模式，是實現(xiàn)綠水青山“變現(xiàn)”金山銀山的新途徑，是打開農(nóng)村對外窗口、啟迪民智的新突破。

農(nóng)村致富插上電商翅膀

我國農(nóng)村電商發(fā)展如火如荼。2016年，農(nóng)村網(wǎng)絡(luò)零售市場交易額占全國網(wǎng)絡(luò)零售總額的17.4%，金額高達(dá)8945.4億元。以阿里巴巴旗下的淘寶為例，截至2016年8月底，1311個“淘寶村”廣泛分布在全國18個省份，直接創(chuàng)造就業(yè)機會超過84萬個。京東集

團則宣布未來五年要開100萬家京東便利店，其中一半在農(nóng)村，做到每個村都有?；ヂ?lián)網(wǎng)打破行政界限，連接廣域大市場，使得任何一個偏僻的地區(qū)、一個微小的個人、一種天然的稟賦都有了聯(lián)通世界的能力，從而大大拓寬了脫貧致富的渠道，大大豐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.

電商扶貧是政策+市場的推陳出新。商務(wù)部、財政部自2014年起聯(lián)合開展電商進(jìn)農(nóng)村綜合示范，通過市場的力量激活貧困地區(qū)，“看不見的手”能更好地實現(xiàn)政策初衷。電商進(jìn)村扶貧也是電商平臺的創(chuàng)新，自2014年起，阿里巴巴將農(nóng)村化作為其發(fā)展的三大戰(zhàn)略之一，京東、一畝田等互聯(lián)網(wǎng)公司也開始把發(fā)展重點轉(zhuǎn)移到農(nóng)村這個主戰(zhàn)場上來，社會上更多新資源、新手段、新資本等新生力量投入到農(nóng)村、服務(wù)于農(nóng)村、受益在農(nóng)民。

“互聯(lián)網(wǎng)+三農(nóng)”激活經(jīng)濟邀民致富。農(nóng)民自力更生幫助家鄉(xiāng)逐步摘掉貧困帽子，脫穎成為信息時代的明星。近年來，一大批“淘寶村”“淘寶鎮(zhèn)”如雨后春筍般出現(xiàn)。云南省元陽縣作為區(qū)位、產(chǎn)業(yè)均不占優(yōu)勢的貧困縣，電商從零起步，農(nóng)業(yè)產(chǎn)品聯(lián)網(wǎng)成功，網(wǎng)上開店120余個，梯田紅米銷售額突破3000萬元。不僅如此，山西省萬榮縣通過舉辦“萬榮蘋果”杯電商創(chuàng)新創(chuàng)意大賽、搭建交流平臺，使電商脫貧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.

電商進(jìn)村的綠色發(fā)展隱憂

就在阿里巴巴、京東等紛紛搶灘農(nóng)村電商這一藍(lán)海市場的同時，許多問題也接踵而至。貧困地區(qū)要搭上綠色發(fā)展的快車，還有許多瓶頸尚待突破。比如說生產(chǎn)規(guī)模、產(chǎn)品質(zhì)量、市場推廣的全商業(yè)線考驗。生產(chǎn)規(guī)模方面，貧困地區(qū)以一家一戶為單位的家庭作坊生產(chǎn)方式為主，生產(chǎn)規(guī)模的局限性難以滿足電商的大批量產(chǎn)品供應(yīng)要求。產(chǎn)品

質(zhì)量上，農(nóng)產(chǎn)品質(zhì)量參差不齊非標(biāo)準(zhǔn)化問題突出，大大影響其市場競爭力，加之貧困地區(qū)距離城市較遠(yuǎn)，物流成本較高，農(nóng)民為提高收入只能降低生產(chǎn)成本，更加導(dǎo)致質(zhì)量問題頻發(fā)。再比如市場推廣，雖然電商打破了傳統(tǒng)商業(yè)模式

下的推廣壁壘，但隨著競爭者的增加，如果缺乏適當(dāng)?shù)臓I銷策略，輔以良好的服務(wù)和體驗，形成品牌和口碑，農(nóng)產(chǎn)品則很難在激烈的市場競爭中脫穎而出，“百花齊放，百家爭鳴”也可能適得其反，電商扶貧與綠色發(fā)展將只能曇花一現(xiàn)，難以為繼。

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.

物流網(wǎng)絡(luò)成為亟待彌補的短板。農(nóng)村電商巨大的發(fā)展?jié)摿εc發(fā)展進(jìn)度不匹配，資本、企業(yè)紛紛鎩羽而歸，其中物流是制約農(nóng)村電商發(fā)展的核心。沒有物流的農(nóng)村，發(fā)展電商只能是空中樓閣。農(nóng)村物流成本居高不下，是因為農(nóng)村人口數(shù)量龐大且居住分散，訂單密度較小，物流需求“點多面廣”，但現(xiàn)階段資本、技術(shù)、人力等未能達(dá)到要求；而且農(nóng)資產(chǎn)品一般體積大、重量高、易腐爛，“距村越近，道路越窄，路況越差”的現(xiàn)狀，導(dǎo)致客運貨車無法通行，或者車速緩慢，“最后一公里”“最初一公里”成為產(chǎn)品是否能夠“下得去”“出得來”的關(guān)鍵，也成為最具農(nóng)村特色、追求新鮮程度的各類產(chǎn)品占領(lǐng)市場的關(guān)鍵。目前我國農(nóng)村整體物流體系落后，缺乏專業(yè)性、現(xiàn)代化、大型的物流企業(yè)。物流資源不成體系，運力資源難以整合。

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.

海量包裝致使垃圾圍村。電商離不開物流，物流少不了包裝。農(nóng)村作為一片美麗凈土，呼喚發(fā)展，但更需要綠色，包裝已成為制約農(nóng)村電商綠色發(fā)展的瓶頸。農(nóng)村電商迅速發(fā)展，快遞業(yè)務(wù)量逐年增長，包裝需求勢頭兇猛，包裝垃圾問題浮現(xiàn)。過度包裝問題尤為突出。為避免產(chǎn)品顛簸損壞，商家往往通過多層包裝“五花大綁”以換取心理安慰、減少店鋪差評；由于包裝材料不環(huán)保，過度包裝不僅浪費，而且?guī)砀呶廴?。以膠帶為例，目前絕大多數(shù)快遞包裹用的都是不可降解膠帶，其主要成分為聚氯乙烯，需耗時百年才能降解；同時，塑料編織袋、雖然塑料袋、紙箱等包裝材料均可以多次使用，能提高資源使用效率，但包裝循環(huán)利用機制不健全、環(huán)保意識欠缺，浪費與污染形勢嚴(yán)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、包裝要綠起來。在包裝方面，農(nóng)村電商上、下游供應(yīng)鏈的各個環(huán)節(jié)都要避免包裝材料的過度浪費，盡可能節(jié)約包裝物的使用量；制定綠色包裝的相關(guān)法律、法規(guī)與相關(guān)標(biāo)準(zhǔn)，鼓勵創(chuàng)新地對現(xiàn)有材料擇優(yōu)使用，扶持綠色包裝企業(yè)的研發(fā)和生產(chǎn)，為使用綠色包裝的農(nóng)戶提供政策補貼，于“起點”和“終端”摒棄傳統(tǒng)包裝材料，走生態(tài)環(huán)保新道路；建立包裝回收體系與制度，例如鼓勵長期交易的雙方通過主動完好地收集上批產(chǎn)品包裝物來抵扣下批產(chǎn)品價款，形成良性循環(huán)。

在物流方面，商務(wù)部、財政部、交通部等部委加快推動農(nóng)村地區(qū)交通改善，建立并完善縣、鄉(xiāng)、村三級物流配送體系，提高物流分撥及配送效率；國家通過政策、資金支持，鼓勵阿里巴巴、京東等電商企業(yè)“下鄉(xiāng)進(jìn)村”開拓市場，形成先行的物流突破；建設(shè)改造縣域電商公共服務(wù)中心和村級電商服務(wù)站，拉動“政、企、民”三方聯(lián)動發(fā)展電商。

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日山東淘寶村掛滿了“雙11”橫幅，十余名網(wǎng)店店主正在喝酒誓師，一起備戰(zhàn)“雙11”

產(chǎn)品品牌亮起來

品牌效應(yīng)能夠提升產(chǎn)業(yè)及產(chǎn)品的溢價空間，保護生態(tài)環(huán)境，實現(xiàn)長效發(fā)展。品牌建設(shè)在挖掘區(qū)域文脈的同時，有助于提升貧困地區(qū)的精神特質(zhì)、文化氣質(zhì)，再造鄉(xiāng)村文明。

云南省文山市是三七原產(chǎn)地，產(chǎn)量占全國的95%，“滋補中國”品牌計劃將其列為重點合作對象，帶領(lǐng)文山這一國家級貧困縣一躍成為“2016年電商消貧十佳縣”榜首。貧困地區(qū)普遍存在產(chǎn)品豐富但品牌弱小的問題，物種資源、傳統(tǒng)農(nóng)耕文化資源、區(qū)域特色自然資源等都大為豐富，而各類產(chǎn)業(yè)、產(chǎn)品的品牌化程度極低，造成產(chǎn)品大面積低價出售。實施品牌消貧，利用品牌知識培訓(xùn)、農(nóng)產(chǎn)品區(qū)域公用品牌戰(zhàn)略規(guī)劃設(shè)計、企業(yè)品牌創(chuàng)建、人才培養(yǎng)機制等，提高以品牌為核心的農(nóng)業(yè)現(xiàn)代化程度，改變以生產(chǎn)為導(dǎo)向的理念與方法，從而提升企業(yè)、合作社、農(nóng)戶的品牌管理能力與市場競爭水平。

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.