The Living room: rural e-commerce development awaits financial follow-up

In recent years, under the background of speeding up the construction of rural informatization in the country, the rural electronic commerce has been developed rapidly, but there are some problems such as weak infrastructure, poor use consciousness of farmers and imperfect service system. In this respect, how does the rural financial institution intervene to support? This newspaper invites the industry experts and scholars to discuss together.

Guest: Wang Xiangdong, director of Information Research Center, Cass

Moderator: Li

Moderator: What links need to be perfected in rural e-commerce in China?

Wang Xiangdong: Over the years, our government has always been concerned about the "three agriculture", pay attention to rural informatization, rural e-commerce development. Government agencies at all levels devote a great deal of resources to the construction of many agricultural websites and electronic Commerce application systems. According to the Ministry of Agriculture statistics, at the end of Eleven-Five, China's agricultural web site reached more than 30,000. In the field of agriculture-related electronic commerce, the government has carried out top-down promotion by the way of corporate operation, typical demonstration plus training and organizing in the farmer's side. Although significant progress has been made in capacity-building, this approach has not yielded satisfactory results at the end of farmers ' applications. For the information capacity has been built, the farmer application is not much, the effect is not ideal, become the main problem of the Top-down rural e-commerce.

In recent years, more and more practical cases show that China's rural e-commerce is entering a new stage of development, reflecting the characteristics of three aspects: first, from the original government-led to the diversification of the joint promotion; second, the business form from the information service to the online transaction development The third is to promote the overall transformation of rural economy and society by emphasizing the economic role of rural electronic commerce.

The party's 18 major reports suggest "four" (industrialized, information, urbanization, agricultural modernization, "synchronous development, but also for rural E-commerce bring a lot of positive, the biggest positive is to allow the multiple subjects to recognize the role of rural e-commerce in the new rural construction, by better integration into another" three "to play a greater role.

Pan: In recent years, the "Central One" document has been put forward: actively guide the social resources into agriculture, rural areas, promote rural informatization, and actively support rural telecommunications and Internet infrastructure construction, and improve the rural comprehensive information Service system. Many factors accelerate the development of e-commerce in rural areas.

But in practice, the development of rural E-commerce, the first two problems need to be resolved: the first is the integration of rural three networks. The party's 17 session of the plenary of the CPC Central Committee on the Promotion of rural reform and development of a number of major issues of the decision made clear, and actively promote the broad grid, telecommunications network, the Internet "triple network integration", and actively play the role of information services for rural areas. The integration of three networks in rural areas can stimulate market vigor, stimulate rural information consumption, and make farmers step enjoy the achievements of scientific and technological progress of modern communication and radio and television.

The second is the mobile Internet tariff reduction problem. Only when the cost is reduced will farmers use some of the functions of rural e-commerce. Frankly speaking, only in the rural areas of widespread access to the network, making the network more easily accessible to farmers, only the conditions to talk about rural e-commerce. Therefore, the development of rural electronic commerce, should start with infrastructure construction.

Moderator: Combined with the development trend of rural e-commerce, how should rural financial institutions grasp the opportunity?

Wang Xiangdong: We have found in recent years, farmers as the most important part of rural e-commerce, in the bottom of the application of E-commerce is very much in need of financial support, but at present it is mainly to own funds to engage in e-commerce activities. The rural financial institutions should have helped in the development of the farmers ' network, but in fact they played less role in this respect. The main reason is that in the rural traditional economic development in the form of a lot of provisions on financing, it does not apply to the new business of e-commerce in rural areas, it is not conducive to grassroots farmers from rural financial institutions to easily obtain financing support, especially the use of e-commerce time is not long for farmers, more limited by the conditions of mortgages. We expect the rural financial institutions to have a reliable credit record based on the innovation of the land and the electronic commerce, which not only guarantees the security of the loan, but also helps the development of the Farmers ' network.

Pan: Mobile payment plays a key role in the development of rural e-commerce.

In the countryside, the bank cloth puts the POS machine the cost is relatively high, the farmer also faces certain application threshold, in contrast, such as the Non-contact mobile phone mobile payment threshold is lower, like enters the subway station swipe card, does not need to master too many uses the knowledge.

China has a wide geographical area, which creates conditions for the promotion and utilization of mobile payment. In fact, in rural areas, the circulation of funds has a regular flow, financial institutions can use mobile phone payment to replace certain artificial services, thereby effectively reducing costs. Development of mobile payments to operators, banks and farmers are good: operators can lock up a loyal group of customers through this service, and when the State provides policy care to farmers and financial institutions provide services to farmers, these mobile payment transactions become valid evidence to facilitate farmers ' access to funds or preferential policies. Therefore, the development of mobile payment business in the rural areas can make banks, operators, E-commerce platform to benefit from, which is the development of rural E-commerce must have one of the conditions.

Although China's rural e-commerce is still in the initial stage, but the future is broad, financial institutions can be around the rural E-commerce platform project, in product production, processing, sales, online ordering, payment, transaction management and other links to provide financial services.

Linked to mobile payments, financial institutions can also put in rural new self-help equipment, so that non-cash transactions under the transfer, inquiries and other functions can be completed through the self-service device, to expand it into a new concept of "virtual bank."