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1、Rural E-commerce Adventure in China电子商务，不断拓展新经济的版图 E-commerce is rapidly expanding the territory of new economy200520092007 2010201120122013201420152016eWTP19992003 2004Source: AliResearch阿里零售体的裂变之路 The evolution of Alibaba retail ecosystem3万亿电子商务新起点 RMB 3 trillion the new journey of e-commerce交易额额突
2、破 3万亿时间亿时间 Time to exceed the transaction amount of RMB 3 trillion13 years53 years4000200006000阿里巴巴零售平台与沃尔玛销玛销 售额额比较较 亿美Alibaba retail ecosystem vs Walmart沃尔玛（国际）Walmart沃尔玛（美国 ）阿里零售平台internationalWalmart US Alibaba retail ecosystem全球250强零售商排行榜(2015财财年) Global top 250 retailers (2015 fiscal year)Name
3、sSales (100Growth Format million USD) rateSource: Stores, Deloitte, AliResearch沃尔玛近年销售额持平 Walmart sales growth flattened中国农村发展滞后于城市 The development of rural China lags the urban counterpart2.7X 城镇居民人均收入是农村的2.7倍 The average income in urban China is 2.7 times of the rural counterpartSource: China Nati
4、onal Bureau of Statistics42.6% 中国有42.6%的人口居住在农村 42.6% of China s population lives in rural area农村遇到电子商务，会擦出怎样的火花？ What will happen when rural China meets e-commerce?中国江苏睢宁被电子商务改变的村庄 E-commerce has transformed Suining, Jiangsu, ChinaGenevaSuiningBeijing800KM10,000KM沙集三剑客传奇 The Three E-commerce Musket
5、eers in Shaji, Suining年轻人回乡创 业2006年，在江苏省睢宁县沙集 镇 东风 村，三位年轻人孙寒、 夏 凯、陈雷尝试 通过电 子商务 创 业。 低成本起步 发现线 下模式的投入成本高、 发 展时间长 、风险 巨大，因此 将电 子商务做为第一选择 。通 过天猫 和淘宝平台，直接对接 消费者。草根裂变式发 展越来越多的村民看到开网店的好 处，纷纷 放下锄头 。目前村里 90%以上的年轻人都选择 回乡 开 店，有资金的都和孙寒一样 投资 建厂；资金不足的，就从 邻居家 的工厂里进货 、开网店 售卖，全 村开起上万家网店。Young people returned home t
6、o start businessesSource: AliResearchIn 2016, H. Sun, K. Xia and L. Chen returned to hometown and started e-commerce business. Low e-commerce investment They found the disadvantages of the off-line channel, such as high initial investment, long cash flow cycle and high market uncertainty. On the Tma
7、ll and Taobao platforms, they directly reached consumers Rapid development of grassroots entrepreneurship Currently, 90% of young people open factories or open e-stores.电子商务，让睢宁经济 产生质的飞跃 E-commerce has created the new economic landscape in SuiningLogistics睢宁电子商务交易额（人民币十亿）20102016Suining e-commerce s
8、ales (RMB billion)13.6 EquipmentSource: AliResearch0.320102016数控机床CNC machine简易设备Simple equipment电商物流园 1.5万平Logistic park 15K sq.km.简易物流Simple logistics36,900个网店 online stores 83家物流企业 logistics providers 200,000就业创 造job opportunities were created320212Taobao Village has sparked the next wave of rura
9、l development in China淘宝村数量 # of Taobao Villages1311 中国商务部数据显示：2016年，中国农村 网 780commerce sales is RMB 10 millionSource: AliResearch20092013201420152016淘宝村：电子商务年交易额达到1000万元以上的村 庄 Taobao Village: the minimum annual e-淘宝村星星之火，可以燎原Online retail sales of Rural China in 2016 RMB 894.5 billion农村电商释放农村购买 力 E
10、-commerce has unleashed purchase power in rural ChinaRural Taobao delivery vehicle2亿农 民网上行 200 million rural population now has access to internet in China中国人口 13.74亿亿中国网民 7.31亿亿 中国手机网民 6.95亿亿农村网民 2.01亿亿Source: China National Bureau of Statistics全球人口 73亿亿全球网民 32亿亿全球智能手机 21亿亿农村淘宝“想得到，买得到” Farmers can
11、 buy almost whatever they want on Rural Taobao农农村淘宝销销售十大品 类类大家电 农 用品 女装 汽车 汽车零件 手机 男装 手机 充值卡 清 洁用品 家 具 在贵州省松桃县落塘村，村民们集资购 买 了18米长的龙舟，用于端午龙舟比赛 Farmers in Luotang village, Songtao county, Guizhou bought a 18-meter dragon boat for festival racingSource: AliResearch电商让农 村和城市居民，享受相同的购物实惠 E-commerce enable
12、s rural residents to shop with the same price as in cities20% 电商比农村线下渠道购物价格低20% E-commerce is 20% cheaper the rural off-line channels 在福建省尤溪县下川村，村民们购买 了3座 凉 亭，安装到村里的公园，网购节 省约一半 费用 Pavilions with the half price compared with the off-line priceSource: AliResearch 2015年4月15日，是贵州铜仁江口县 云 舍村92岁村民杨初学的生日。儿媳
13、 妇曾 金钗通过“农村淘宝”网页下单 ，花 5000元购买 意大利美食套餐。 A daughter-in-law in rural Guizhou ordered through Rural Taobao the Italian dinner set with RMB 5,000 to celebrate her 92-year-old farther- in -law s birthday案例：农村老人开洋荤 Case: a 92-year-old farmer s encounter with Italian dinnerSource: AliResearch “ 千 县 万 村 ” 计
14、划 ： 用 3至5年，阿里巴巴投 资100亿元，建 立1000个县级服务中心和10万个村级服 务站，突破物流和 信息的瓶颈，实现 “网货下 乡 ”和“农 产品进城 ” 。 “ 1 , 0 00 counties & 100,000 villages program” : Alibaba invests RMB 10 billion to build 1,000 county service stations and 100,000 village service stations within 3-5 years in order to break the bottlenecks of log
15、istics and information. Finally realize two-way goods flow between urban and rural. 截至2016年12月，农村淘宝与合作伙伴建立的农村电商 服 务站覆盖约500个县（市）、近28000个村庄。 By December 2016, there are 500 county services stations and 28,000 village service stations.“ 千 县 万 村” 计 划 ， 实 现“网货 下 乡 ”和“农 产品进城 ” “1,000 counties & 100,000 vi
16、llages program” targets to boost trades between urban and rural China3-5年 3-5 yearsSource: AliResearch100亿亿元 RMB10 billion1,000个县级县级服务务站 1,000 county service stations10万个村级级服务务站 100,000 village service stations电商消贫 E-commerce fights poverty以货币 帮扶为抓手，解“近渴” Mainly use monetary assistance以电子商务为 抓手，赋予创新发展 能 力，营造生态，建立新农村商业 模式 Use e-commerce as enabler to build innovation capability and create rural
