Rural E-commerce Adventure in China
Hongbing Gao
Vice President of Alibaba Group &
Director of AliResearch
April 26, 2017
电子商务，不断拓展新经济的版图
E-commerce is rapidly expanding the territory of new economy
2005
2009
2007
2010 2011 2012 2013
2014
2015
2016
2003
2004
1999
eWTP
阿里零售体的裂变之路
The evolution of Alibaba retail ecosystem
3万亿——电子商务新起点
RMB 3 trillion – the new journey of e-commerce
全球250强零售商排行榜(2015财年)
Global top 250 retailers (2015 fiscal year)
交易额突破3万亿时间 Time to exceed the
transaction amount of RMB 3 trillion
13 years 53 years
0
2000
4000
6000
阿里巴巴零售平台与沃尔玛销售额比较
Alibaba retail ecosystem vs Walmart
沃尔玛（国际） 沃尔玛（美国）
阿里零售平台
亿美
Alibaba retail
ecosystem
Walmart US
Walmart
international
沃尔玛近年销售额持平
Walmart sales growth flattened
Names Growth
rate
Format Sales (100
million USD)
中国农村发展滞后于城市
The development of rural China lags the urban counterpart
• 城镇居民人均收入是农村的倍
• The average income in urban China
is times of the rural counterpart
%
• 中国有%的人口居住在农村
• % of China’s population
lives in rural area
农村遇到电子商务，会擦出怎样的火花？
What will happen when rural China meets e-commerce?
中国江苏睢宁——被电子商务改变的村庄
E-commerce has transformed Suining, Jiangsu, China
Geneva
Suining
Beijing
800KM
10,000KM
沙集三剑客传奇
The Three E-commerce Musketeers in Shaji, Suining
年轻人回乡创业
• 2006年，在江苏省睢宁县沙集镇
东风村，三位年轻人孙寒、夏
凯、陈雷尝试通过电子商务创
业。
低成本起步
• 发现线下模式的投入成本高、发
展时间长、风险巨大，因此将电
子商务做为第一选择。通过天猫
和淘宝平台，直接对接消费者。
草根裂变式发展
• 越来越多的村民看到开网店的好
处，纷纷放下锄头。目前村里
90%以上的年轻人都选择回乡开
店，有资金的都和孙寒一样投资
建厂；资金不足的，就从邻居家
的工厂里进货、开网店售卖，全
村开起上万家网店。
Young people returned home to start
businesses
• In 2016, H. Sun, K. Xia and L. Chen
returned to hometown and
started e-commerce business.
Low e-commerce investment
• They found the disadvantages of the
off-line channel, such as high initial
investment, long cash flow cycle and
high market uncertainty. On the Tmall
and Taobao platforms, they directly
reached consumers
Rapid development of grassroots
entrepreneurship
• Currently, 90% of young people
open factories or open e-stores.
电子商务，让睢宁经济产生质的飞跃
E-commerce has created the new economic landscape in Suining
2010 2016
Equipment
Logistics
2010 2016
睢宁电子商务交易额（人民币十亿）
Suining e-commerce sales (RMB billion)
Source: AliResearch
数控机床
CNC machine
简易设备
Simple equipment
电商物流园 万平
Logistic park 15K .
简易物流
Simple logistics
36,900个网店 online stores
83家物流企业 logistics providers
200,000就业创造
job opportunities were created
3 20
212
780
1311
2009 2013 2014 2015 2016
淘宝村星星之火，可以燎原
Taobao Village has sparked the next wave of rural development in
China
淘宝村数量
# of Taobao Villages
Online retail sales of Rural China in 2016
RMB billion
中国商务部数据显示：2016年，中国农村网
络零售额达8945亿元.
淘宝村：电子商务年交易额达到1000万元以上的村庄
Taobao Village: the minimum annual e-
commerce sales is RMB 10 million
Source: AliResearch
农村电商释放农村购买力
E-commerce has unleashed purchase power in rural China
Rural Taobao
delivery vehicle
2亿农民网上行
200 million rural population now has access to internet in China
中国人口
亿
中国网民
亿
中国手机网民
亿
农村网民
亿
全球人口
73亿
全球网民
32亿
全球智能手机
21亿
Source: China National Bureau of Statistics
农村淘宝——“想得到，买得到”
Farmers can buy almost whatever they want on Rural Taobao
农村淘宝销售十大品类
大家电
农用品
女装
汽车
汽车零件
手机
男装
手机充值卡
清洁用品
家具
• 在贵州省松桃县落塘村，村民们集资购买
了18米长的龙舟，用于端午龙舟比赛
• Farmers in Luotang village,
Songtao county, Guizhou bought
a 18-meter dragon boat for
festival racing
Source: AliResearch
电商让农村和城市居民，享受相同的购物实惠
E-commerce enables rural residents to shop with the same price as
in cities
20%
• 电商比农村线下渠道购物价格低20%
• E-commerce is 20% cheaper the rural
off-line channels
• 在福建省尤溪县下川村，村民们购买了3座凉
亭，安装到村里的公园，网购节省约一半费用
• Pavilions with the half price compared
with the off-line price
Source: AliResearch
• 2015年4月15日，是贵州铜仁江口县云
舍村92岁村民杨初学的生日。儿媳妇曾
金钗通过“农村淘宝”网页下单，花
5000元购买意大利美食套餐。
• A daughter-in-law in rural Guizhou
ordered through Rural Taobao the
Italian dinner set with RMB 5,000 to
celebrate her 92-year-old farther-
in-law’s birthday
案例：农村老人开洋荤
Case: a 92-year-old farmer’s encounter with Italian dinner
Source: AliResearch
• “千县万村”计划：用3至5年，阿里巴巴投资100亿元，建
立1000个县级服务中心和10万个村级服务站，突破物流和
信息的瓶颈，实现“网货下乡”和“农产品进城” 。
• “1,000 counties & 100,000 villages program”:
Alibaba invests RMB 10 billion to build 1,000 county
service stations and 100,000 village service stations
within 3-5 years in order to break the bottlenecks of
logistics and information. Finally realize two-way
goods flow between urban and rural.
• 截至2016年12月，农村淘宝与合作伙伴建立的农村电商服
务站覆盖约500个县（市）、近28000个村庄。
• By December 2016, there are 500 county services
stations and 28,000 village service stations.
“千县万村”计划，实现“网货下乡”和“农产品进城”
“1,000 counties & 100,000 villages program” targets to boost
trades between urban and rural China
3-5年
3-5 years
100亿元
RMB10 billion
1,000个县级服务站
1,000 county service
stations
10万个村级服务站
100,000 village service
stations
Source: AliResearch
电商消贫
E-commerce fights poverty
以货币帮扶为抓手，解“近渴”
Mainly use monetary assistance
以电子商务为抓手，赋予创新发展能
力，营造生态，建立新农村商业模式
Use e-commerce as enabler to
build innovation capability and
create rural business ecosystem
输血模式
Old approach
造血模式
New approach
Source: AliResearch
利用电商平台，销售本地特色，建立可持续发展的农村商业模式
Sales of local-made goods through e-commerce platform nurture
sustainable rural business model
2016年，在阿里巴巴零售平台，超过280个国家级贫困县全年网络零售额达到1000万元，其中40多个贫困县超过1亿
元。
In 2016, 280+ national poverty counties sold goods worth of RMB 10+ million through e-commerce platform,
among which 40 counties reached sales of RMB 100+ million.
Tea Orange Bike
Source: AliResearch
2014年人均GDP
2014 per capita GDP
菏泽 曹
县
大
集
案例：曹县曾经是省级贫困县，无资源、区位优势
Case: Cao county used to be Shandong province’s poverty county
without resource and geographic advantage
山东
Shandong
菏泽
Heze
曹县
Cao county
10000美元 4287美元 3245美元
山东人均GDP的30%
30% of Shandong
USD10000 USD4287 USD3245
Source: AliResearch
案例：曹县以演出服饰电子商务为抓手，带领农民走出贫困
Case: Cao county leverages costumes and e-commerce to fight
poverty
截至2016年10月
As of October 2016
• 直接带动6300多名贫困人口脱贫
Lifted more than 6,300 people out of poverty
• 电子商务交易额超过25亿元
Online sales exceeded RMB billion
• 48个淘宝村 Taobao villages
• 35000个网店 online stores
Source: AliResearch
曹县全系列演出服饰
Cao county’s full collection of costumes
农村电商服务体系日趋完善
Rural e-commerce services system continues to improve
电商服务体系化，助力农村电商发展
The system of e-commerce services fuels e-commerce development
第一波
Wave 1
第二波
Wave 2
第三波
Wave 3
交易服务
Transaction
营销服务
Marketing
支付服务
Payment
物流服务
Logistics
培训服务
Training
摄影服务
Photographer
IT服务
IT services
电商园区
E-commerce park
……
法律服务
Legal
会计服务
Accounting
知识产权服务
IP
融资服务
Finance
……
Source: AliResearch
西藏定日扎西宗乡是全球海拔最高的快递点，海拔
4119米， 2016年9月开通快递服务。
Zhaxizong , Dingri, Tibet logistics service station
4,119 meters above sea level and the highest
station, opened in September, 2016
已为超过3500万三农用户提供信用贷款服务，为亿三农
用户提供互联网支付、缴费、转账、充值等便捷支付服务。
In 2016, more than 160 million villagers used e-payment
service, more than 35 million villagers got credit loans.
案例：物流和金融服务
Case: logistics and financial services
智能手机
Smartphone
电商平台
E-commerce platform
政府支持
Government
support
广泛参与
High participation
解构农村电商发展四要素
Anatomy of rural e-commerce development
农村电商的普惠价值
Inclusive benefits of rural e-commerce
提供普惠服务，节省消费支出
Provide inclusive services and save consumers’ spending
让技术和商业进入农村，孵化大批创业者
Incubate large number of rural start-ups using technology and business
带动小农经济产业化，创造大量就业机会
Promote the industrialization of small farmers，create massive jobs
电子商务有助于减少贫困
E-commerce fights poverty
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