Rural E-commerce Adventure in ChinaHongbing GaoVice President of Alibaba Group & Director of AliResearchApril 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 economySource: AliResearch2005200920072010 2011 2012 2013 201420152016200320041999eWTP阿里零售体的裂变之路The evolution of Alibaba retail ecosystem3万亿 电子商务新起点RMB 3 trillion the new journey of e-commerceSource: Stores, Deloitte, AliResearch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 trillion13 years 53 years0200040006000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 retailecosystemWalmart USWalmartinternational沃尔玛近年销售额持平Walmart sales growth flattenedNames Growth rateFormat Sales (100 million USD)中国 农村发展 滞后 于 城市The development of rural China lags the urban counterpart2.7X 城镇居民人均收入是农村的 2.7倍 The average income in urban Chinais 2.7 times of the rural counterpartSource: China National Bureau of Statistics42.6% 中国有 42.6%的人口居住在农村 42.6% of Chinas 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, ChinaGenevaSuiningBeijing800KM10,000KM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 Tmalland Taobao platforms, they directly reached consumersRapid development of grassroots entrepreneurship Currently, 90% of young people open factories or open e-stores.Source: AliResearch电子商务，让睢宁经济产生质的飞跃E-commerce has created the new economic landscape in Suining2010 2016EquipmentLogistics0.313.62010 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 1.5万平Logistic park 15K sq.km.简易 物流Simple logistics 36,900个网 店 online stores83家物流 企业 logistics providers200,000就业创造job opportunities were created3 2021278013112009 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 2016RMB 894.5 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 millionSource: 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13.74亿中国网民7.31亿中国手机网民6.95亿农村网民2.01亿全球 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 racingSource: 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 priceSource: 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 Guizhouordered through Rural Taobao the Italian dinner set with RMB 5,000 to celebrate her 92-year-old farther-in-laws birthday 案例：农村老人开洋荤Case: a 92-year-old farmers encounter with Italian dinnerSource: 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 China3-5年3-5 years100亿元RMB10 billion1,000个县级服务站1,000 county service stations10万个村级服务站100,000 village service stationsSource: 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 approachSource: 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 model2016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 BikeSource: AliResearch2014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 provinces poverty county without resource and geographic advantage山东Shandong菏泽Heze曹县Cao county10000美元 4287美元 3245美元山东 人均 GDP的 30%30% of ShandongUSD10000 USD4287 USD3245Source: 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 2.5 billion 48个淘宝 村 Taobao villages 35000个网 店 online storesSource: AliResearch曹县 全系列演出服饰Cao countys 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FinanceSource: 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 station4,119 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 1.6亿三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 servicesSource: AliResearch智能手机Smartphone电商平台E-commerce platform政府支持Government support广泛参与High participationSource: AliResearch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 Source: AliResearch1243关于阿里研究院About AliResearch报告下载Download the report