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苏宁拼购致力拉开农村电商升级序幕

来源:    编辑: 历经三级服务站、生鲜B2B、社交电商等模式带动后,在产地建设、品控、供应链、区域品牌168彩票代理、人才培育等方面形成了一套成熟经验,已经成为产业精准扶贫的重要抓手。2020年是全面脱贫攻坚的收尾之年,做为农村电商从始至今的参与者,苏宁近日为10个行政村授牌“拼购村”,开始探索从“脱贫”到“致富”的农村产业崛起路径。

  一、 农村电商的进阶之痛

168彩票代理  WOGUONONGCUNDIANSHANGSUIRANBAOCHIZHEJIAOKUAIZENGSU,DANZHENGTIYIRANCHUYUFAZHANDECHUJIJIEDUAN。2018NIANQUANGUONONGCHANPINWANGLUOLINGSHOUEJINZHANQUANGUOSHIWUSHANGPINWANGLUOLINGSHOUEDE3.3%,SHENGXIANCHANPINXIANSHANGSHENTOULVJINWEI3%,CONGDATONGNONGCHANPINSHANGXINGTONGLUDAONONGCUNCHANYEZHENXINGZHIJIANYIJIUXUYAOYIGEMANZHANGDEJINJIEGUOCHENG。ZAIZHEIGEJINJIEGUOCHENGZHONG,NONGCUNDIANSHANGMIANLINDEZUIZHUYAOKAOYANJIANGSHITUOLIDIANSHANGPINGTAILIULIANGHEZIYUANZHICHI、ZHENGFUBUTIEHOU,ZAISHICHANGHUAJINGZHENGZHONGJUBEICHIXUDEYINGLI、ZENGSHOUNENGLI。JUTIDAODANGXIA,JIZHONGTIXIANZAIJIANLIDICHENGBENXIANSHANGQUDAO、PEIYUQUYUGONGGONGPINPAIHEZHUANHUANJINGYINGMOSHISANGECENGMIAN。

  1.转换渠道降低流量成本

168彩票代理  GUOQUSHINIANJIAN,YITAOBAO、JINGDONGWEIDAIBIAODECHUANTONGDIANSHANGPINGTAISHINONGCUNDIANSHANGFAZHANDEZHUYAOTUIDONGLILIANG。RANER,SHIZHIDANGXIA,LIANGDAPINGTAILIULIANGCHENGBENDUIYULIRUNKONGJIANBENJIUBUGAODENONGCHANPINERYANYIJINGHENNANFUDAN,BAOCHUJIAOCHENGSHICHANYEDAIGENGGAODECANGCHUWULIU、YINGXIAOTUIGUANGCHENGBEN,YILAICHUANTONGDIANSHANGQUDAODENONGCHANPINSHANGXINGKAISHIMIANLINPINGJING。MIANDUILIULIANGCHENGBENSHANGZHANG,2019NIANZHONGGUODIANSHANGPINGTAIKAISHIJITIZHUANXIANGJIYUWEIXINSHENGTAIDESHEJIAOWANGLUOXUNQIUZENGZHANG,SUNINGPINGOU、PINDUODUO、JINGXIDENGPINGTAIDEPINGOUMOSHICHENGWEIQIZHONGDEDAIBIAO。DUIYUNONGCUNDIANSHANG,XUANZESHIHEDEXIANSHANGQUDAOKONGZHILIULIANGCHENGBEN,YOUQISHIZAITUOLIPINGTAIBUTIEZHIHOUNENGGOUBAOZHENGHELIYINGLI,SHIQIZHANGYUANFAZHANXUYAOJIEJUEDESHOUYAOWENTI。

  CIWAI,ZAIQUDAOXUANZEGUOCHENGZHONG,HAIYAOKAOLVNONGCHANPINDEJIJIEXING,NENGGOUSHIHEYINGJINONGCHANPINDEZHIXIAOHEFANJIDIANPUWUCHANPINKESHOUDEWENTI。

  2.以品牌建设推动标准化

  XIANJIEDUAN,NONGCHANPINPINPAIHUAXIANGDUILUOHOU。YIFANGMIANYUANYUQUEFAPINPAIHUASHICAOZHUASHOU,BUFENDIQUSUIRANZHONGSHINONGCHANPINPINPAIHUAFAZHAN,DANQUEFAPINPAIYINGXIAOFUWUZHICHENG,PINPAISHIZHONGNANYIZUODAZUOQIANG,WUFAJIANGSHENHOUDECHANYEJICHUZHUANHUAWEINONGMINDESHOURU;LINGYIFANGMIANZESHINONGCHANPINBIAOZHUNHUACHENGDUDIDEZHIYUE,YOUQISHISHENGXIANCHANPINDESHENGCHANZUOYEJIAONANZUODAOQUANLIUCHENGGUANLI,SHENGCHANHUANJIEDEPINZHINANBAKONG,JIAZHIXIAONONGSHENGCHANFANGSHIWUFAJIANGUZHILIANG、BAOZHUANG、YUNSHUDENGBIAOZHUNHUAHUANJIE,CHANPINZHILIANGCANCHABUQIXIANXIANGBUKEBIMIAN,ZHISHIDADUOSHUNONGCHANPINQIYECHUYUYOUSHANGBIAOWUPINPAI、YOUPINPAIWUYIJIADEZHUANGTAI。NONGCHANPINDIANSHANGFAZHANXUYAOJIEJUEDEDIERGEWENTIJIUSHIYIPINPAIJIANSHETUIDONGNONGCHANPINZHONGZHI、XUANPIN、JIAGONG、YUNSHUDEBIAOZHUNHUA,ZHEILIDEPINPAIJIKEYISHIQUYUGONGGONGPINPAI,YEKEYISHILONGTOUQIYEDEPINPAI。

  3.小农生产进阶企业化经营

168彩票代理  WOGUONONGCUNCHANYETIXIYIBANYOUNONGYE、JIATINGSHOUGONGYEYIJIMINYINGQIYEWEIZHUDEBENDICHANPINJIAGONGYEZUCHENG,JUYOUXIAOSHENGCHAN、DASHICHANGDETEDIAN,SHOUZHIYUCHANGDI、RENYUAN、SHEBEIDENGYINSU,ZHANGQIMIANLINBIAOZHUNHUA、GUIMOHUACHENGDUBUGAOHEFUJIAZHIDIDEKUNJING。CHUANTONGDEXIAOGUIMOSHENGCHANDANWEISUOJUBEIDESHENGCHANJISHUHEJINGYINGYISHIYUXIANDAIHUALINGSHOUYEDECHANPINBIAOZHUNHUAYAOQIUZHIJIANDECHAJU,CHENGWEINONGCUNCHANYEJINJIEGUOCHENGZHONGZUINANMAIGUODEYIDAOKAN。YOUQISHIZAINONGYELINGYU,WOGUORENDUODISHAO,GEDINONGYEZIYUANBINGFUTIAOJIANCHAYIHENDA,HENDUOQIULINGSHANQUDIKUAILINGSAN,BUSHIDUANSHIJIANNEINENGQUANMIANSHIXINGGUIMOHUAJINGYING,YEBUSHISUOYOUDIFANGDOUNENGSHIXIANJIZHONGLIANPIANGUIMOJINGYING。DANGQIANHEJINHOUHENZHANGYIGESHIQI,XIAONONGHUJIATINGJINGYINGJIANGSHIWOGUONONGYEDEZHUYAOJINGYINGFANGSHI。RUHEJIANG“XIAOERSAN”DEJIATINGJINGYINGTONGGUOCHANYEFENGONGJIZHONGQILAI,XINGCHENGJUBEIWENDINGCHANPINGONGYINGDEXIANDAIHUAJINGYING,SHINONGCUNDIANSHANGJINJIEXUYAOJIEJUEDEDISANGEWENTI。

  二、 苏宁拼购的农村“致富”论

  2019NIAN8YUE,SUNINGPINGOUGONGBULE《GUANYULINXUANSUNING“PINGOUCUN”DETONGZHI》,JINGGUOSHANGHUBAOMINGHESHAIXUAN,ZUIZHONGHEILONGJIANGSUIHUASHIQINGANXIANLIANGJIAWOPENGTUN、LIAONINGSHENGPANJINSHITIANSHUIZHENTIANSHUICUN、ANHUISHENGHEFEISHILUJIANGXIANDONGFENGCUNDENG10GEXINGZHENGCUNRUWEISHOUPISUNING“PINGOUCUN”。JIEHEZHENGGE“PINGOUCUN”XIANGMUDELUODI,KEYIFAXIANBUTONGYUQITANONGCUNDIANSHANGXIANGMUDESANGETEZHENG。

  1.定位村镇经济体的产业进阶

  SUNINGPINGOUDAZAO“PINGOUCUN”DECHUZHONG,SHIYONGSHEJIAODIANSHANGLIULIANGDUO、CHUANBOGUANG、ZHUANHUAKUAIDETEDIANFUNENGCUNZHENJIJINGJITI,RANGZHONGXIAOGUIMODEQIYE、SHANGJIAHENONGHUTONGGUODIANSHANGQUDAOSHIXIANCHANPINDEGAOXIAOSHANGXING。ZAIRENZHENGGUOCHENGZHONG,SUNINGPINGOUSHEZHILE4XIANGZHIBIAO:

168彩票代理  (1)JINGYINGCHANGSUO:ZAINONGCUNDIQU,YIXINGZHENGCUNWEIDANYUAN;

  (2)XIAOSHOUGUIMO:DIANZISHANGWUNIANXIAOSHOUEDADAO300WANYUAN;

168彩票代理  (3)HUOYUEWANGDIAN:CUNHUOYUEWANGDIANCHAOGUO20JIAHUOCANYUDIANSHANGJINGYINGDERENQUNCHAOGUOCUNRENKOUDE10%;

  (4)JINGYINGQUDAO:YISUNINGYIGOUWEIZHUYAOQUDAOKAIZHANSHEJIAODIANSHANGYEWU,QIZHONGSUNINGPINGOUZHANXIAOSHOUGUIMODE50%YISHANG。

168彩票代理  “PINGOUCUN”DELINXUANBIAOZHUNDUIDIANZISHANGWUDEXIAOSHOUGUIMO、HUOYUEWANGDIANLIANGXIANGJICHUTIAOJIANZUOLEYINGXINGYAOQIU,KANSHANGQUSUOXIAOLE“PINGOUCUN”DEFUNENGFANWEI,DANYICIBIAOZHUNRUXUANDEXINGZHENGCUNYONGYOUYIDINGDEDIANSHANGYUNYINGJICHUHECHANYEJICHU,YUSUNINGPINGOUDELIULIANG、ZIJIN、WULIUDENGFUCHIYAOSUXINGCHENGXIANGHUFANGDAXIAOYING:HOUZHEDEFUWUZIYUANWEIQIANZHEDAIQULEDIANSHANGXIAOSHOUEDEZENGZHANG,QIANZHEDEJICHURANGHOUZHEDEFUNENGGENGJIAJINGZHUNGAOXIAO。

  “PINGOUCUN”YAOZUODESHIQINGBUSHICONG“0”DAO“1”BANGZHUNONGCUNDAKAIXIANSHANGQUDAO,ERSHIZHENDUIYIJINGJUBEIYIDINGDIANSHANGJINGYANDECUNJIJINGJITI,ZHUAZHUSHEJIAODIANSHANGDEHONGLI,BANGZHUQIJINRUXINYILUNZENGZHANGQI。ERZAICHANYECENGMIAN,KEYITUOLONGTOUQIYE,TONGGUODINGDANSHOUGOU、BAODIFENHONG、ERCIFANLI、GUFENHEZUO、XINAJIUYE、CUNQIDUIJIEDENGDUOZHONGXINGSHIDAIDONGXIAONONGHUGONGTONGFAZHAN。

  2.流量、物流和金融综合扶持

168彩票代理  ZHENDUI“PINGOUCUN”,SUNINGTONGCHOUJITUANPIPEISANLEIZIYUANJINXINGZHUANXIANGFUCHI:

168彩票代理  YISHILIULIANGZIYUAN。JIYUSUNINGDELINGSHOUQUANCHANGJINGBUJU,WEIQIQIXIAYEWUMOKUAIDAIQULEQUANQUDAOLIULIANGZHICHI。SUNINGMUQIANZAIQUANGUOYONGYOU13000DUOJIAMENDIAN,QIZHONGSUNINGLINGSHOUYUNHESUNINGXIAODIANDESHULIANGZHANBIZUIWEIPANGDA,SUNINGPINGOUJIANG“PINGOUCUN”DECHANPINYUMENDIANXIANGLIANJIE,SHIQIFUSHEDAOMENDIANZHOUWEI3~5GONGLINEIDESHEQUHESHANGQUAN;SUNINGZHIBOYONGYOUCHAOGUO100JIANZHUANYEDEDIANSHANGZHIBOJIAN,BINGQIANYUEDOUYIN、KUAISHOUWANGHONGZHUBO,TONGGUOZHIBOTISHENGPINPAIPUGUANGDU;TONGSHIZHENGHESUNINGSHENGTAIZHONGGETIAOYEWUXIANDESIYULIULIANG,XINGCHENGGONGYULIULIANGCHI,FUNENG“PINGOUCUN”。

168彩票代理  ERSHIWULIUZIYUAN。SUNINGWULIUSHOUGOUTIANTIANKUAIDIYILAI,ZAIJICHUSHESHIJIANSHE、XINXIXITONG、ZIDONGHUASHEBEIDENGFANGMIANBUDUANSHENGJI,BINGYULINGSHOUYUN、BANGKEXIANZHENFUWUZHONGXIN、SUNINGPINGOUDENGYEWUXIANJIASHENMODUANRONGHE,SHISUNINGWULIUZAIQUANLIANLUSHIXIAO、FUWUTIYANFANGMIANYOULEMINGXIANTISHENG。ZAIZHICHIPINGOUCUNFAZHANFANGMIAN,SUNINGWULIULIZHENGPINGOUCUNDEWULIUFEIYONGZAIDANGDISHITONGXINGZHIDIJIA,ZAIPEISONGSHIXIAOSHANGANPAIYOUXIANTOUDI,BINGPEISHUYIDUIYIKEFUJIEJUESHANGHUDEWULIUXIANGGUANSUQIU。

  SANSHIJINRONGZIYUAN。ZHENDUISHANGHUZHONGKENENGHUIYUDAODERONGZINAN、HUOKUANMANWENTI,SUNINGJINRONGQIXIAMIANXIANGZHONGXIAOWEIQIYEDE“XINSURONG”, KEWEISHANGHUTIGONGJINGYINGXINGDAIKUAN,SHOUXINEDUZHIGAO200WAN,RIHUALILVDIZHI0.035%。TONGSHI,TONGGUOJIANGSUIPIANHUADEJIAOYISHUJUHUA,WEINONGCUNDIANSHANGJINGYINGZHEDESHOUXINTIGONGYIJU,JIANGDIRONGZIMENJIANJIAN,TIGAOFANGKUANSHIXIAO。

  3.拼团模式直连社交用户和原产地

  SUNINGPINGOUCAIYONGSHEJIAOPINTUANMOSHI,SHIQIJUBEIJIQIANGDECHANPINKUAISUXIAOHUANENGLI,RANGDUANSHIJIANNEIGONGYINGJIZHONGDEJIJIEXINGNONGTECHANPINKEYIXUNSUZHUANHUA。ERTONGGUOSHEJIAOFENXIANG、KOUBEICHUANBOCHANSHENGDELIEBIANHEFUGOUYEJIANGJINYIBUCHANSHENGDALIANGDINGDAN,RANGSUNINGPINGOUGENGSHIHENONGTECHANPINXIAOSHOU。

  2019NIAN4YUE8RIDECHAOJIPINGOURISHANG,SUNINGPINGOUDANRISHOUCHU200WANJINDAMI,QIZHONGJINHESHENGFUSHUIHEXIANGMIDANRIXIAOLIANGCHAO21WANJIN;“818”QIJIAN,SUNINGPINGOUDINGDANSHUTUPO10WANDESHANGHUDADAO2610JIA;“SHUANGSHIYI”QIJIAN,SUNINGPINGOUFANGWENRENSHUTONGBISHANGNIANZENGZHANG401%,DINGDANLIANGTONGBIZENGZHANG835%,GMVTONGBIZENGZHANG562%,XINMAIJIASHUTONGBIZENGJIA196%。

168彩票代理  TONGSHI,TONGGUOZHILIANCHANDIHESUNINGWULIUDEFUWUJIACHI,ZHIDACHENGDUJIEYUELEPINGOUCUNCHANPINSHANGXINGCHENGBEN,JIEHESHEJIAOPINGOUDEDIYINGXIAOCHENGBEN,SHIPINGOUCUNDECHANPINNENGGOUHUODEZUGOUDELIRUNKONGJIAN,YONGHUSHOURUKEGENGDUOTOURUDAOCHANPINDEBIAOZHUNHUAHEPINPAIJIANSHE。

  4.首批10个“拼购村”已见成效

  ZAISHIJIANXIAOGUOSHANG,SHOUPIRUXUANDE10GE“PINGOUCUN”JUNQUDEBUSUCHENGJI。SICHUANSHENGDALIANGSHANYANYUANXIANKEDENGCUNJIERUSUNINGPINGOUHOU,TONGGUOPINGOULEIJIXIAOSHOUPINGGUOCHAOGUO55WANJIN,356HUJIATINGSHIXIANTUOPIN;HENANSHENGSHANGQIUSHININGLINGXIANWANGDAZHUANGCUNDESHANGHUYUANWEIKANGTONGGUOSUNINGPINGOUXIAOSHOUHUACAOCHA,ZAIWUGEYUESHIJIANLISHIXIANLE600WANYUANDEDIANSHANGXIAOSHOUE,XINA40DUOWEINONGHUJIARUTUANDUI,DANGDIRENJUNNIANSHOURUCHAOGUO5000YUAN,ZHANGFUDA25%;JIANGSUSHENGSUQIANSHISHUYANGXIANDAIWEICUNDE“YEHUIMEIPINGOUDIAN”ZAI8GEYUENEISHIXIANLE1500WANYUANDEDIANSHANGXIAOSHOUE;ZHEJIANGSHENGCIXISHILONGSHANZHENJINZHUCUNDESHANGHUWANGSHUFENGZAISUNINGPINGOUPINGTAISHANGXIAOSHOUMIEWENDENGHEYANGSHENGHU,2019NIANSHANGBANNIANDEXIAOLIANGTUPO30WANDAN,TADEGONGCHANGDAIDONGDANGDIYUE800RENSHIXIANLEJIUYE。

  三、 苏宁“521计划”实践乡村振兴

168彩票代理  RENMINRIBAOZAIJINNIAN5YUEFENFABIAODE《TUIJINNONGYEXIANDAIHUAMIANLINXINXINGSHIXINRENWU》YIWENZHONGZHICHU,“JIEZHIDAO2016NIANDI,WOGUOMEIYOULIUZHUANTUDIJINGYINGQUANDENONGHUYUE1.6YIHU,YUEZHANQUANBUNONGHUDE70%。TAMENDUOSHIFANXIANGDESHOUYIDAIHEBUFENDIERDAINONGMINGONG,ZAIWAICHUDAGONGZUIHESHILAODONGNIANLINGGUOHOUNANYIWEICHENGSHISUOJIENA,ZHIDEFANXIANGWUNONG。TAMENSHICONGSHINONGYESHENGCHANDECHUANTONGJINGYINGZHUTI,HENNANZAILIKAINONGYEHENONGCUN。”XIANGCUNZHENXING,SHIYIXIANGSHEJICHANYE、RENCAI、WENHUA、SHENGTAIHEZUZHIDEXITONGXINGGONGCHENG。

  12月26日,在苏宁29周年公益庆生仪式暨新十年公益战略发布会168彩票代理上,苏宁控股集团董事长张近东发布了苏宁乡村振兴“521计划”。未来十年,苏宁将构建5000个拼购村、2000个中华特色馆、10万家苏宁易购零售云门店的整体布局,三者分别从农村产业发展、农特产品上行和回乡青年创业三个维度,作为苏宁的公益战略,助力乡村振兴。

声明:本文章为会员于2020-01-08分享,此类稿件不代表本网观点。

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