The homesickness of the electric business bosses seems more practical.

To retain homesickness, this is the beginning of the sub-Force Enterprise Forum, a traditional enterprise big guy stove ramble topic.

And the homesickness of the electric business bosses seems more practical.

Over the past year, the electricity business has been a hot topic in the countryside. But only to smell the staircase, Stray, few electric dealers directly into the village initiative launched. All stems from, and the urban retail ecology of different land, rural or a need to develop frozen soil layer.

Digital divide

The 34th survey published by China Internet Network Information Center (CNNIC) showed that as of June 2014, the proportion of rural netizens in China was only 28.2%. Of course, it can be said that the gap also means the great potential of rural electricity market.

But the backwardness of network infrastructure has greatly restricted the rural market potential. At the end of October, the State Council executive meeting pointed out that the Internet economy in the future will become an important carrier of information consumption, but the network infrastructure construction bottlenecks, has become the release of the Internet economy inherent vitality of the important link. Among them, the network gap between urban and rural areas is particularly huge.

The bigger divide may be a significant difference in the consumption perceptions that result from urban-rural income disparities. Income level, information asymmetry, determines the rural consumers can not keep pace with the city's fashion consumption. City people satirical dirt scum, such as Zhang Jie, for "village handsome", the villagers will also feel that the queue for the next generation of mobile phone people "very two very prodigal." The natural economy State of people, uphold thrifty, pay more attention to income, consumption is more cautious and pragmatic.

Therefore, the double 11 of the national shopping spree is difficult to impress rural consumers, practical rather than 50 percent, is their first choice to spend. This makes the image of high-quality industrial products by means of electric power channels, the rapid occupation of rural markets, the start of another trillion-tier consumption of cakes, in the short term is difficult to achieve.

However, there is a kind of consumer goods for farmers, but is rigid, that is, agricultural production can not be separated from farm goods. The problem is that under the existing rural contracted, many places have only one mu of arable land, or even less. Such a decentralized operation, today, the village of Old Wang ordered a bag of urea, tomorrow's old Zhang to a bag of nitrogen fertilizer, agricultural distribution becomes hard to bear, not to mention some agricultural distribution (such as pesticides) also need specialized logistics system.

The spring of the agricultural power supplier?

Things are changing.

The Central Rural Economic Work Conference is about to be convened, before which, a series of documents concerning the circulation of farmland are introduced, and the direction of agricultural moderate intensive operation is basically determined. Changfu, Minister of Agriculture, said that "as of the end of June 2013, the National Farmers contracted land circulation area of 310 million MU, has accounted for the 23.9% of the domestic contracted farmland, as at the end of September, the national legal registered farmers cooperatives reached 911,000, into the social membership of 68.38 million households." According to the Public Information forecast, 2015 domestic land turnover rate will reach about 35%.

This means that the main purchase of agricultural materials from the original old Wang Old Zhang, into professional cooperatives, agricultural companies, large growers, and so on, there are forecasts that the next 5 years, the agricultural consumption of the population will be reduced to the original 10%, unified procurement and distribution can give full play to the power of the channel flat advantage. By the agricultural materials, electric dealers may have really found the way into the village.

Yesterday, Liu with the father of microcredit, Mr Yunus revealed that the future will rely on its own operating system to the advantages of agricultural sales as a breakthrough to the Beijing-East White Stripes and other internet financial means as a supplement, agricultural logistics and financial micro-drip irrigation, gradually pry the frozen soil of rural consumption.

The Internet imagination of agricultural finance

It must be said that the rural bitter children born Liu, more understand their own folks. For example, Beijing-East White Stripes into the way the purchase of agricultural materials-credit. This is not for the financial and financial, but to adapt to the rural market homeopathy.

Due to the level of farmers ' income, as well as agricultural cyclical production, coupled with the farmers ' natural distrust of the business system, in the vast rural areas, credit is a very common way of agricultural purchase. In the early years, after each harvest, if you go to the countryside, you may encounter the bicycle put on the black leather package, walking through the village to collect the purchase of agricultural traders. Because of this, similar to the Beijing-East White stripes such as the Internet financial products, can be perfect grafting to the long existence of the rural financial end. It can be imagined that, with the gradual formation of rural intensive management trends, agricultural materials to buy this seasonal funding needs will be more and more big.

These two years, a lot of fertilizer, pesticides and other agricultural enterprises, with the advantage of resources, in the countryside set up micro-Loan Co., Ltd., is also a fancy this trend. Compared with the traditional agricultural production enterprises, Jingdong has the advantage that it can use its own large data accumulation to complete the evaluation of the credit system of rural customers, and better control the risk of default, which is the fatal problem of rural microcredit.

and to gradually realize the transformation of rural network Purchase account to the type of financial credit account, first of all, the channel of the electrical business to really precipitate down. Is the so-called, "to want to rich, first road", for agricultural electrical business, only the first thing to smooth its flow, only to remit the city and countryside, can really realize the lubrication of the financial role. BEIJING-East this year, to encourage staff to return to entrepreneurship in the Pioneer station plan, set up in the county and township of the Beijing-East Service shop, and some agricultural vertical electric operators to gradually establish the village logistics hubs, are gradually building across the urban and rural logistics channels.

It is worth mentioning that for a long time, the rural financial system of a fundamental malpractice, agricultural finance non-agricultural phenomenon is extremely prominent, many from the rural absorption of funds to the city, industrial systems, should bear the effect of the rural financial drop of wealth, but become siphon rural financial resources, feed industry tools, BEIJING-East Rural finance is more directly linked to rural production system, can effectively avoid this situation.

Possible difficulties

Of course, the ideal is very plump, the reality is always very bone. Large enterprises to engage in rural finance first to break-but also may be the most difficult to break through the psychological barriers of farmers. The county magistrate told us that in their counties villagers would rather borrow from other villagers than from financial institutions or large corporations. This is the credit habit that has formed in the acquaintance Society for thousands of years.

Liu said that the future Jingdong in 100,000 villages (interestingly, Ali also claimed to invest 10 billion yuan, the Internet revolution extended to the countryside, in the country to build 100,000 Amoy Bao) contracted tens of thousands of of the village agent. These agents, not only assume the role of rural logistics terminals, but also in the rural area of the loan officer.

The traditional Chinese social structure, there is the so-called "state right not to county" said, in the village to play a leading role, is often the representative of the Clan forces, or the prestige of the elderly Shing, such as the author's grandmother home, memory, the small village head of a village long, can only be in the village of two large clans within rotation.

The village agent of the electric dealer must be the business intention of the grass-roots market and the person who can be trusted by the villagers and communicate and coordinate with the villagers. The choice and generation mechanism of this candidate is very much a test of the wisdom of electric dealers such as Jing-dong.

Anyway, if earlier this year, the traditional agricultural distributors can also casually look at the big electric dealers brush on the farmers wall slogans, bow to continue playing poker, so now, they may really have to consider their future positioning.

Agriculture, of course, is the oldest system of human production, there is a law of evolution for thousands of years, the modern technology means can improve the efficiency of agricultural production to a great extent, and construct the so-called modern agricultural model, but all the newest technology must play a role on the basis of respecting the agricultural law first, so does the electric merchant entering the village.

For example, agricultural production of the seasonal gap in the demand for agriculture, different areas of the agricultural needs of the huge differences in agricultural sales follow-up must be specialized service system, these need to be interested in agricultural power companies, their own operating system to make corresponding adjustments and arrangements.