中国农村电商的发展经验.pdf

DIGITAL AGRICULTURE REPORTRURAL E-COMMERCEDEVELOPMENTEXPERIENCE FROM CHINARURAL E-COMMERCEDEVELOPMENT EXPERIENCE FROM CHINAPublished byFood and Agriculture Organization of the United NationsandZhejiang UniversityDIGITAL AGRICULTURE REPORTRequired citation:FAO and ZJU.2021.Digital agriculture report:Rural e-commerce development experience from China.Rome.https:/doi.org/10.4060/cb4960enThe designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the Food and Agriculture Organization of the United Nations(FAO)or Zhejiang University(ZJU)concerning the legal or development status of any country,territory,city or area or of its authorities,or concerning the delimitation of its frontiers or boundaries.The mention of specific companies or products of manufacturers,whether or not these have been patented,does not imply that these have been endorsed or recommended by FAO or ZJU in preference to others of a similar nature that are not mentioned.The views expressed in this information product are those of the author(s)and do not necessarily reflect the views or policies of FAO or ZJU.ISBN 978-92-5-134510-8 FAO FAO and ZJU,2021Some rights reserved.This work is made available under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 IGO licence(CC BY-NC-SA 3.0 IGO;https:/creativecommons.org/licenses/by-nc-sa/3.0/igo/legalcode).Under the terms of this licence,this work may be copied,redistributed and adapted for non-commercial purposes,provided that the work is appropriately cited.In any use of this work,there should be no suggestion that FAO endorses any specific organization,products or services.The use of the FAO logo is not permitted.If the work is adapted,then it must be licensed under the same or equivalent Creative Commons license.If a translation of this work is created,it must include the following disclaimer along with the required citation:This translation was not created by the Food and Agriculture Organization of the United Nations(FAO).FAO is not responsible for the content or accuracy of this translation.The original English edition shall be the authoritative edition.Disputes arising under the licence that cannot be settled amicably will be resolved by mediation and arbitration as described in Article 8 of the licence except as otherwise provided herein.The applicable mediation rules will be the mediation rules of the World Intellectual Property Organization http:/www.wipo.int/amc/en/mediation/rules and any arbitration will be in accordance with the Arbitration Rules of the United Nations Commission on International Trade Law(UNCITRAL)Third-party materials.Users wishing to reuse material from this work that is attributed to a third party,such as tables,figures or images,are responsible for determining whether permission is needed for that reuse and for obtaining permission from the copyright holder.The risk of claims resulting from infringement of any third-party-owned component in the work rests solely with the user.Sales,rights and licensing.FAO information products are available on the FAO website(www.fao.org/publications)and can be purchased through publications-salesfao.org.Requests for commercial use should be submitted via:www.fao.org/contact-us/licence-request.Queries regarding rights and licensing should be submitted to:copyrightfao.org.Cover photograph Shutterstock/Gan ChaonaniiiCONTENTSFOREWORD viiACKNOWLEDGEMENTS viiiABBREVIATIONS AND ACRONYMS ixEXECUTIVE SUMMARY xi1.E-COMMERCE AN ENGINE OF GROWTH FOR DIGITAL AGRICULTURE 1 1.1 A brief history of e-commerce 1 1.2 The e-commerce model 2 1.3 Local and global impact 3 1.4 Rural e-commerce 5 1.5 Challenges to developing rural e-commerce 7 1.6 Chinas leading role in e-commerce 82.RURAL E-COMMERCE IN CHINA 9 2.1 The history of e-commerce in China 9 2.2 Taobao Villages pioneers of rural e-commerce in China 12 2.3 Structural conditions for developing rural e-commerce 14 2.3.1 The growth of rural netizens 14 2.3.2 Advances in smart rural logistics 15 2.3.3 An enabling ecosystem 17 2.3.4 Cultivating new farmers and skills 203.MODELS IN RURAL E-COMMERCE 22 3.1 Two e-commerce platform models 22 3.1.1 The traditional e-commerce platform model 22 3.1.2 The social e-commerce platform model 23 3.1.3 Differences and connections between the two models 24 3.2 Emerging innovative e-commerce models 24 3.2.1 Live streaming 24 3.2.2 The Duoduo farming system 25iv4.THE IMPACT OF RURAL E-COMMERCE 27 4.1 Economic impact 27 4.1.1 Accelerating the transformation of agricultural markets 27 4.1.2 Helping farmers to raise production efficiency and lower costs 28 4.1.3 Activating entrepreneurship and creating employment 28 4.1.4 Fostering market exchange and increasing farmers income 28 4.1.5 Advancing poverty alleviation 28 4.1.6 Supporting rural skills and cultivating new farmers 29 4.2 Social impact 29 4.2.1 Contributing to building liveable new villages 29 4.2.2 A boost for rural culture 29 4.2.3 Modernization of rural governance 29 4.3 Environmental impact 29 4.3.1 Promoting sustainable rural development 30 4.3.2 Environmental conservation solutions 305.CASE STUDIES AND ANALYSIS 31 5.1 Rural e-commerce in action 31 5.1.1 Shuyang a county of high-value agricultural products 32 (flowers and trees)transformed by live streaming 5.1.2 Caoxian County rural entrepreneurs embrace online trading 33 5.1.3 Longnan achieving poverty alleviation through e-commerce 34 5.1.4 Hani Rice Terrace a success of GIAHS,e-commerce and e-tourism 35 5.2 An enabling ecosystem for rural e-commerce 36 5.2.1 Policy support 36 5.2.2 An industrial foundation 36 5.2.3 Access to markets through platforms 37 5.2.4 Logistics systems 37 5.2.5 Digital capability enhancement 37 5.3 Challenges to rural e-commerce 37 5.3.1 Inadequate infrastructures and inefficient logistics 37 5.3.2 Lack of rural e-commerce capacities 386.LESSONS LEARNED FROM CHINAS EXPERIENCE 40 6.1 A multi-stakeholder model 40 6.2 The way forward 417.CONCLUSION 428.REFERENCES 44vFIGURESFigure 1.1 The basic e-commerce model 2Figure 1.2 Percentage of respondents who spent more time shopping online for various goods and services 5Figure 2.1 Growth of online produce turnover in China 11Figure 2.2 Proportion of produce turnover in online retail turnover 11Figure 2.3 Development stages of Taobao Villages 12Figure 2.4 Numbers of Taobao Villages and Taobao Towns 13Figure 2.5 Number and growth of netizens in rural China from 2012 to 2020 14Figure 2.6 Urban and rural Internet access from 2015 to 2020 15Figure 2.7 Rural road construction mileage(unit:10 000 km)16Figure 2.8 Investment in rural road construction in China(in USD100 million)16Figure 2.9 Transaction scale and growth rate of rural e-commerce in China 17Figure 3.1 Basic operation mechanism of Duoduo farming project 26Figure 4.1 Rural online turnover from 2014 to 2019 27Figure 5.1 Live streaming bonsais:Jiang Aihuas live streams give customers a tour of the garden,interacting with them and instructing them how to nurture the plants 32Figure 5.2 Ren Qingsheng,Party secretary of Dinglou Village,Daji Town,Caoxian County,arranges performance costumes at his warehouse for sale on his Taobao online store 33Figure 5.3 Workers transport olives to the factory 34Figure 5.4 Hani Rice Terrace in South Chinas Yun Nan Province 35Figure 5.5 Chinese solutions for rural e-commerce 36TABLES Table 2.1 Top ten countries,ranked by retail e-commerce sales(billions),in United States dollars 9Table 2.2 Chinas rural e-commerce policy from 2015 to 2020 18vigettyimages/DoucefleurviiFOREWORD1 More information available at http:/www.fao.org/3/ne855en/ne855en.pdf2 More information available at http:/www.fao.org/asiapacific/perspectives/digital-villages/en/Creating momentum towards the achievement of the 17 Sustainable Development Goals(SDGs)is a task that requires the concerted collaboration and commitment of all.Making our agri-food systems MORE efficient,inclusive,resilient and sustainable is key to reaching the SDGs.Agri-food systems are the worlds largest economic sector in terms of employment,livelihoods and planetary impact,but they are in dire need of transformative change to address the challenges of food security and nutrition,inclusive growth and the sustainable management of natural resources.Transforming the agri-food sector can improve the lives of all,in a wide range of key areas economic,social and environmental.Rural e-commerce can be an important driver of this process of revitalization,by integrating and connecting rural populations and agricultural activities with urban markets and consumers.This requires the availability of electronic and mobile platforms,as well as basic infrastructure,such as electrification,internet access roads and warehouses to support value chains.Shaping such conditions can be achieved through public-private partnerships,with governments providing policy,strategic guidance and support to ensure an enabling environment,and the private sector supporting the development of new business models that provide rural entrepreneurs with opportunities for growth.This report,produced by the Food and Agriculture Organization of the United Nations(FAO)and Zhejiang University,explores the role of rural e-commerce in transforming the agri-food systems in China,through the development of an innovative ecosystem that has led to market integration for agricultural producers and rural populations.The impact has been improved incomes and reduced poverty for a wide range of actors.The report identifies the policies and incentives developed to foster rural e-commerce,as well as the public-private partnerships that have helped to advance it in rural areas and to create new business models for rural entrepreneurs in China.The report also discusses the challenges encountered,lessons learned and proposals for the way forward.This publication also marks a step on the pathway towards the FAO-led International Platform for Digital Food and Agriculture1,the 1000 Digital Villages Initiative;2 and advocates for stronger South-South and Triangular Cooperation.We hope that this report will contribute to improved methodologies,approaches and solutions to accelerate inclusive and sustainable development in rural communities for better production,better nutrition,a better environment,and a better life,leaving no one behind.Qu DongyuDirector-GeneralFood and Agriculture Organization of the United NationsviiiACKNOWLEDGEMENTSThis report was jointly produced by Food and Agriculture Organization of the United Nations(FAO)and Zhejiang University China.FAO team members were Zeng Meng,Dejan Jakovljevic and Paul Whimpenny.Team members from Zhejiang University were Prof.Wei Longbao,Xu Wangfang,Zhou Yun,Yu Wenjing,Wu Zhihao and Sun Hao.Agustina Grossi and Jiang Lu provided administrative support.Guo Hongdong(Zhejiang University)and Fang Lu(Alibaba Group)provided technical support to the team.We would like to acknowledge the many colleagues in FAO who provided valuable technical comments and inputs to the report during its preparation:Chief Scientist Ismahane Elouafi;Chief Economist Maximo Torero Cullen;Mona Chaya,Preet Lidder and Marta Iglesias from Office of Chief Scientist;Zhang Zhongjun,Dong Le and Gao Jingya from the FAO China Office;Peter Wobst and Wang Xiaoxiao from Inclusive Rural Transformation and Gender Equality Division;George Rapsomanikis from Markets and Trade Division;Henry Burgsteden from the Office of the Director-General;Selvaraju Ramasamy,Yang Puyun,Per Rudebjer,Delgermaa Chuluunbaatar,Atef Swelam and Nevena Alexandrova from the Office of Innovation;Jong-Jin Kim,Takayuki Hagiwara,Aziz Elbehri and Eva GalvezNogales from the Regional Office for Asia and the Pacific;and Ye Anping,Liang Xiao and Michela Baratelli from the South-South and Triangular Cooperation Division.For their valuable technical comments and guidance at various stages,the team thanks Olukemi Afun-Ogidan(African Development Bank);Natalia Bayona,Gabriela Gill and Arizmendi Addaia(World Tourism Organization);Wallace Cheng(World Food Programme);Hani Eskandar(International Telecommunication Union);Torbjrn Fredriksson and Thomas Van Giffen(United Nations Conference on Trade and Development);Jan Hinrichs and Zhang Qingfeng(Asian Development Bank);Ulla Kask(World Trade Organization);Nie Fengying(Chinese Academy of Agricultural Sciences);Srinivasu Pappula(Tata Consultancy Services);Hannah Reed(Bill and Melinda Gates Foundation);Parmesh Shah(World Bank Group);Kieron Swift(Inter-American Development Bank);Eliane Ubalijoro(Future Earth);Wang Xiaobing and Wang Yingkuan(Ministry of Agriculture and Rural Affairs of China);Wang Xiangdong(Chinese Academy of Social Sciences);Sjaak Wolfert(Wageningen University and Research);Karl Wurster(United States Agency for International Development);Zhao Chunjiang(Chinese Academy of Engineering);and Zheng Bin,Zuo Chengming,Wang Lan,Xu Fei,Nan Xi,Hao Fangjia,Ouyang Cheng and Zhao Yanan(Alibaba Group).Editing:Green InkDesign and layout:Green Ink,United Kingdom(www.greenink.co.uk)ixABBREVIATIONS AND ACRONYMS 5G5th-generationAIartificial intelligenceB2Bbusiness-to-businessB2Cbusiness-to-consumerCO2ecarbon dioxide equivalentC2Bconsumer-to-businessC2Cconsumer-to-consumerCNYChinese yuanCOVID-19coronavirus disease 2019CPCCommunist Party of ChinaEDIelectronic data interchangesFAOFood and Agriculture Organization of the United NationsGDPgross domestic productGIAHSGlobally Important Agricultural Heritage SystemsGMVGross Merchandise VolumeITinformation technologyhahectareSDGsSustainable Development GoalsUNWTOWorld Tourism OrganizationxiEXECUTIVE SUMMARYThe ecosystems development of electronic commerce,or e-commerce,can help to accelerate inclusive and sustainable development in rural communities by creating new jobs and income-generating opportunities and improved services for rural dwellers.In various parts of the world in both developed and developing countries and in both urban and rural settings e-commerce is playing a significant role in driving consumption,employment,entrepreneurship and poverty alleviation.The process of buying and/or selling products or services through electronic/digital platforms,e-commerce has accelerated rapidly in recent years,as sellers discover a more efficient,lower-cost method of moving their goods and services,and consumers are attracted by the greater choice,convenience and price competition that it offers.Nowhere is this trend more acute than in China,which is leading the world in e-commerce,currently accounting for more than 42 percent of global e-commerce transactions,compared with 1 percent just 10 years ago and representing an annual growth rate of 50 percent since 2011(Smith,2018).In a country with a deliberate policy of pursuing e-commerce as an engine of growth,particularly in rural areas,the Chinese experience has shown that digital technology through public-private partnerships can promote inclu