Evidence from Fieldwork: Rural E-Commerce Development in China
DOI:
https://doi.org/10.54097/fbem.v6i2.2808Keywords:
Rural E-Commerce, Business model, Profit model, Rural revitalization.Abstract
In recent years, the Party Central Committee has attached great importance to the "three rural issues." In this context, this paper adopts a field survey method to review several typical models of rural e-commerce to sort out the current development of rural e-commerce. In terms of business models, the main businesses of rural e-commerce include live streaming and short video sharing of agricultural supply sources, agricultural product sharing, live evaluation, and community-based exchange circles for agricultural products. In terms of profit models, the main revenue models of rural e-commerce at present are product transaction rebate profit, mall product service fee profit, and traffic revenue. In the context of rural revitalization, a live e-commerce MCN organization is established to build up a team of anchors through systematic knowledge acquisition and skill training. At the same time, using anchors as a bridge, the resources of agricultural products, farmers, and enterprises in different areas are integrated. Build up an e-commerce platform integrating talent output, content creation, and product sales. Relying on the currently popular short videos and live webcasts, farmers and enterprises will provide products, and the anchor team will promote and sell them. This is conducive to the continuous development of rural revitalization strategies.
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