杜志雄：农村电商需走向“卖得好”和“产得好”的集中统一

Core Insights - The annual "Double 11" e-commerce promotion is ongoing, highlighting the significant growth of e-commerce in China, where online retail now accounts for over 30% of total retail sales of consumer goods [1] - The e-commerce market has evolved from a duopoly of Alibaba and JD.com to a tripartite structure including Pinduoduo, with the rise of live-streaming platforms like Douyin, Kuaishou, and Xiaohongshu further transforming the landscape [1] - The next decade will see continued evolution in the e-commerce sector, particularly in its role in promoting rural revitalization during the "14th Five-Year Plan" [1] E-commerce Development Characteristics - During the "14th Five-Year Plan," e-commerce development has been characterized by increased policy support, with "Digital Commerce Promoting Agriculture" becoming a core strategy for rural revitalization [2] - Infrastructure improvements have been significant, with digital and logistics advancements breaking down barriers in urban-rural circulation [2] - The integration of industrial chains is a notable trend, with ongoing promotion of the integration of primary, secondary, and tertiary industries, leading to the emergence of new industries and models [2] Challenges in E-commerce - Despite growth, challenges remain, including uneven infrastructure, high costs, and low efficiency in the "last mile" of logistics, particularly in the construction of production warehouses [3] - The digital participation capabilities of small and medium-sized farmers are still weak, with a need for training in e-commerce basics and overcoming digital barriers [3] - The integration of supply chains is insufficient, with issues such as supply chain standardization and digitalization lagging, leading to "disconnected" supply chains and data silos across production, storage, logistics, and sales [3] Recommendations for Enhancing E-commerce in Rural Revitalization - Strengthen the "Digital Commerce Promoting Agriculture" initiative by building a comprehensive public service system for county-level e-commerce [4] - Develop a smart supply chain system to connect the entire digital chain from production to sales, effectively linking government data with market needs [4] - Foster new business entities to better connect small farmers with modern distribution systems, emphasizing post-production management and packaging [4] - Enhance digital empowerment to create a "data-driven, precise production and sales matching" ecosystem, ensuring quality and product recognition through effective packaging and online influence [4]