In recent years with the introduction of a series of national e-commerce industry policy and the head of e-commerce enterprises to speed up the layout of the county e-commerce construction, the return of young people to become the main force of rural e-commerce, rural e-commerce explosive growth, e-commerce development momentum, urban and rural residents to fully enjoy the development of e-commerce to bring the digital dividend, the development of rural e-commerce has achieved remarkable results, but also exposed a number of problems.

First: rural e-commerce infrastructure lagging behind

The construction of e-commerce infrastructure can not keep up with the speed of development of e-commerce, is one of the important factors restricting the development of rural e-commerce. Under the influence of the epidemic, more and more young people returning to their hometowns to do rural e-commerce, rural e-commerce explosive growth, the previous information "dual-carriageway" can not meet today's "six lanes" or even "eight lanes The "two lanes" of information in the past cannot meet the needs of "six lanes" or even "eight lanes" nowadays, and there is a "blockage" in the transmission of information in the process of entering villages and households, and the problem of "the last kilometer" of agricultural informatization has not been solved, which directly restricts the use of information technology and reduces the ability to use the network to obtain information. The application efficiency and application benefits of rural informatization infrastructure are not obvious, which further deteriorates the updating and improvement of infrastructure and makes it difficult to adapt to the requirements of the rapidly developing rural e-commerce. In some relatively backward regions, the underdeveloped transportation routes, the lack of special transportation equipment and technical equipment, which have increased the logistics and distribution costs of e-commerce products, agricultural products "difficult to get out of the village", industrial products "difficult to enter the village," the double dilemma of the formation of a vicious circle, restricting rural e-commerce.

Secondly, the development of rural e-commerce logistics has been limited by the formation of a vicious circle.

Second: the lack of professional e-commerce talent in rural e-commerce

The lack of talent in rural e-commerce is an important factor restricting the development of rural e-commerce. In recent years, the return of young entrepreneurs to their hometowns to become the main force of rural e-commerce, although most of them have the information technology needed to sell goods online and actively participate in e-commerce to go to the ability, but the professional and comprehensive ability is generally not high, the lack of specialized e-commerce marketing knowledge, modern financial management concepts, cost control, human resources management, business strategy development and other more professional business management knowledge. And by the geographical remoteness, backwardness of e-commerce operation system, lack of development prospects, regional economic differences and other factors, the introduction of rural e-commerce talent is difficult and high turnover rate, a large shortage of professionals, showing a "difficult to cultivate, difficult to attract, difficult to retain" phenomenon. This largely restricts the healthy development of rural e-commerce. Our town, a number of rural e-commerce practitioners reflect that their entrepreneurial process has experienced varying degrees of frustration, some people therefore quit the rural e-commerce team, some people are still in the entrepreneurial bottleneck. They look forward to, the relevant departments and e-commerce platforms in the operation and management, traffic support, realization of guidance to further increase support, to help rural e-commerce practitioners to solve the problem of lack of exposure in the early stages of operation, to help new farmers quickly find the direction of operation.

Third: the quality of rural e-commerce and after-sales service system needs to be perfected

Many young entrepreneurs return to their hometowns do not have a deep enough understanding of rural e-commerce, and a series of problems brought about by the quality of the products and after-sales service in the actual operation of the product has gradually become a prominent problem of the development of the current rural e-commerce. The prevalence of small and scattered production of agricultural products, the degree of organization is not high, the degree of standardization of agricultural products is low, the influence of regional brands is weak, the development of deep processing lagging behind the obvious problems, most of the product form of primary agricultural products, and the farmers are weak in quality control ability, there is no formation of standards for agricultural products, agricultural products, the quality of the guarantee. And due to the rural online store points more volume, coupled with poor service awareness of farmers, lack of knowledge, after-sales service is difficult to ensure that, so, once the product has a problem, can not be dealt with in a timely manner, it will affect the reputation.

Fourth: rural e-commerce lacks a perfect e-commerce ecosystem

On the one hand, the development of rural e-commerce there is a blind pursuit of the number of government subsidies to value the growth model. Driven by the government's promotion and successful online businesses around them, more and more rural residents are opening online stores, leading to the disorderly and crude growth of rural e-commerce, increasing competition and reducing profits. Some places can not accurately grasp the development of rural e-commerce positioning, precise force, targeted policy, the development of local characteristics, a single industry chain, the government preferential policies can not be landed, the relevant planning, guidance, implementation of the program is difficult to implement, the construction of the public *** service system to chase after the big and seek to be complete, the decentralized production model leads to the lack of uniform standards for the production of agricultural products, the quality of the product varies. On the other hand, the horizontal communication and cooperation power of various departments is insufficient, has not yet been established around the promotion of rural e-commerce development of departmental coordination mechanism, the government out of multiple departments, the duplication of funds, resulting in a waste of manpower, financial resources and other resources, reducing the effect of policy support. Previously, e-commerce poverty alleviation was mainly public welfare, and the construction of related e-commerce poverty alleviation infrastructures and service systems was mainly subsidized by the government, with insufficient marketization, making it difficult to operate in a sustainable manner, and the e-commerce poverty alleviation system is facing sustainability challenges. Restricted by the rural e-commerce asset-light model, small and medium-sized micro e-commerce enterprises face financing difficulties, financing is expensive and other issues, e-commerce financial services, especially for the development of small and medium-sized micro-enterprises, e-commerce financial services urgently need to be innovated.

To solve the above problems, it is necessary to start from the following four aspects:

The first aspect is to strengthen infrastructure construction. First, accelerate the improvement of rural e-commerce infrastructure, in-depth promotion of "Internet +" agricultural products out of the village into the city project, e-commerce into the rural areas of the comprehensive demonstration project, agricultural warehousing and preservation of cold-chain logistics facilities construction project, transformation and upgrading of the rural delivery logistics infrastructure, open up the agricultural products "out of the village into the city "The second is to encourage and support the use of live broadcasting as a means to promote the development of the countryside. Secondly, it encourages and supports the inclusion of live broadcasting rooms as a new type of infrastructure as an important part of rural construction actions, and takes the construction of live broadcasting rooms as a handhold to guide the landing of new retail, online tourism, online education, leisure and entertainment and other industries in the countryside, improve the rural Internet ecology, and fully release the potential for development in rural areas. Thirdly, a number of e-commerce innovation demonstration bases will be established in the east, center and west, and efforts will be made to solve the key problem of insufficient and unbalanced development of e-commerce. The fourth is to build China's agricultural brand and marketing service platform in a government-led manner, do a good job of cultivating and shaping agricultural brands, marketing services and regulatory protection, and play the role of agricultural and rural sector matchmaking to help market players dock with e-commerce platforms and realize high quality and good price through e-commerce platforms to expand the influence of the brand.

The second aspect is to increase talent training. One is to increase the rural practical talents leading agricultural and rural e-commerce thematic training organized by the strength of the training to change the lack of professionals in rural areas, and to promote the docking of resources, scale development and synergistic progress. Second, strengthen the construction of professional e-commerce service organizations, strengthen the training of e-commerce talents, encourage the construction of professional rural e-commerce talent training base, establish long-term mechanism for cooperation between schools and enterprises in talent training, and cultivate familiarity with agriculture as well as the willingness to put down roots in rural areas of the composite talent, shortage of talent. Third, cultivate professional teams, strengthen practical guidance, and carry out offline and online integration, multi-level and multi-gradient network operation, artwork, promotion and other business guidance and training. Fourth, increase the online and offline new media talent training, training "village red" and "farmers with goods anchor", so that the masses to deepen the knowledge and understanding of e-commerce, to become able to effectively provide the supply of market information and effective use of market information needs of agricultural producers, creators, disseminators, and guide the market information demand. The company is also a leader in the field of entrepreneurship and innovation, and a creator and disseminator, leading to a wider range of entrepreneurship and innovation.

The third aspect is to improve and strengthen support policies. One is to cultivate new forms of agricultural and rural industries, promote the deep integration of e-commerce and leisure agriculture, rural tourism, the development of rural **** enjoyment of the economy, and promote the healthy development of social e-commerce, live e-commerce, content e-commerce, fresh food e-commerce and other forms of business. The second is to coordinate government and social resources, develop order agriculture, and support the use of e-commerce big data to promote structural reform of the agricultural supply side. The third is to explore the e-commerce platform data orderly open **** enjoyment mechanism, make full use of e-commerce big data, further integrate big data with agricultural production, with the help of a large amount of consumer data accumulated on the consumption side, so that the agricultural production in accordance with the needs of consumers to determine the varieties of planting, production and mode, and the market to establish a sustained, stable and new type of supply and demand relationship, empowering the order agriculture, customized agriculture, crowdfunding agriculture, pre-sale The innovative development of agriculture, promoting the deep integration of e-commerce big data and agricultural management, promoting the high-level development and utilization of data elements, so as to make the industrial chain, supply chain and innovation chain y synergistic. The fourth is to promote the "Internet + efficient logistics", improve the rural delivery logistics system, in-depth development of county and village three-level logistics *** with distribution, the development of the unified warehouse *** distribution model, the formation of industrial agglomeration effect, to promote the rural end of the logistics line *** to enjoy the realization of the two-way circulation of industrial products and agricultural products.

The fourth aspect is to promote the formation of e-commerce development of a good ecology. First, at the level of ministries and commissions to promote the development of e-commerce to establish a coordinated mechanism to strengthen the top-level design, overall planning, to existing projects as a hand, to promote the integration of rural e-commerce infrastructure and public **** service resources; play with the synergistic and complementary effect of the market inputs, the establishment of a sound and more long-term government-enterprise benefit linkage mechanism, and joint efforts to enhance the support and protection capacity of rural e-commerce public **** service, and to guide the Rural e-commerce standardized, healthy and high-quality development. Secondly, to accelerate the transformation of rural e-commerce development ideas and policy support focus, and further play the market power to create a new mechanism for rural e-commerce services, focusing on the purely government-driven to the "government + market"-driven change. Strengthen the cultivation of rural e-commerce market players, increase support for innovative enterprises rooted in rural areas and serving local people, encourage enterprises to become bigger and stronger, and do a good job in connecting the e-commerce market with the rural demand for "connectors" and "enablers" to drive the development of new rural e-commerce modes and stimulate the development of new rural e-commerce services. This will lead to the development of new forms and modes of rural e-commerce, and stimulate the vitality of rural e-commerce innovation and entrepreneurship. Third, actively promote the integration of rural e-commerce data resources, explore the construction of rural e-commerce big data centers at the ministry and provincial levels, comprehensively improve the data transmission, storage, computing and analysis capabilities, and achieve synergistic *** enjoyment of market data, support e-commerce-related enterprises to develop data products, expand the application of data resources in the rural e-commerce business scenarios, and unleash the value of data elements.