Longnan is located in the southeastern part of Gansu. The city governs 1 district, 8 counties, 195 townships, 4 sub-district offices, 3201 administrative villages, with a population of 2.87 million, and a total area of 27,900 square kilometers. The nine counties and districts of the city as a whole belong to the contiguous areas with special difficulties in the Qinba Mountains. At the beginning of the establishment of the file in 2013, the poverty population was 839,400, the poverty incidence was 34.1%, and there were 1707 poor villages. Both the poverty population and the poverty incidence were in Gansu. First in the province, rural per capita disposable income was 3536 yuan ($524.4). Longnan has a good ecology, rich resources, and a reputation for special agricultural products. However, there are many high-quality agricultural products such as olives, peppers, walnuts, apples, Chinese medicinal materials, fungus, and honey, which are hidden in the deep mountains. The ignorance of people seriously restricts farmers’ income growth. Starting from the end of 2013, Longnan has seized the opportunity of “Internet +” to vigorously develop rural e-commerce, using e-commerce platforms, Weibo, WeChat and other new media marketing as a means to promote online sales of agricultural products and help farmers increase income. Commercial poverty alleviation effectively solves the problem of "difficult selling" of special agricultural products and helps to fight poverty. Implementation of the
project
In early 2015, Longnan City was approved by the Poverty Alleviation Office of the State Council to become the first pilot city for poverty alleviation through e-commerce in the country. The city has increased administrative efforts to promote the depth of e-commerce and targeted poverty alleviation by establishing and improving six poverty-reducing mechanisms including e-commerce online stores, e-commerce industry, e-commerce entrepreneurship, e-commerce employment, e-commerce equity participation, and e-commerce crowdfunding. Fusion. In just a few years, Longnan e-commerce poverty alleviation has grown from scratch, from small to large, and has achieved a successful leap from a national pilot to a national demonstration. It is at the forefront of the country. E-commerce poverty alleviation has become a new path for people in poverty-stricken areas to increase income. Beautiful business card.
1. Give full play to the leading role of the government and accelerate the development of e-commerce with strong administrative impetus.
Longnan City has given full play to the strong impetus of the government and adopted six powerful administrative measures to create a good environment and necessity for the development of e-commerce. Support and form a strong offensive of the city’s concerted efforts to promote the famous and high-quality specialty products of Longnan, which rapidly increased the popularity and influence of Longnan specialty products, and achieved substantial breakthroughs in agricultural product e-commerce in a relatively short period of time.
One is to set up specific responsible departments to solve the problem of who will catch it. In the country, the first municipal e-commerce development bureau was established, the county and township established e-commerce centers, and the three-level administrative promotion system of the city, county and township was established. The effectiveness of e-commerce poverty alleviation was taken as an important content for assessing the leaders of the party and government at all levels. The responsibility force mechanism for accelerating the development of e-commerce has made every effort to promote the poverty alleviation work of e-commerce.
The second is to formulate policies and measures to solve the problem of how to develop. A series of documents such as the "Opinions on Promoting E-commerce to Achieve Concentrated Breakthroughs" and the "Implementation Opinions on Poverty Alleviation Pilot Work for E-commerce" have been issued to improve the top-level design of e-commerce for poverty alleviation. Establish special financial support funds for e-commerce in cities and counties to support the development of e-commerce through interest discounts and subsidies on behalf of subsidies. For farmers who are willing to establish online shops with poverty, 10,000 yuan (US$1483) per household will be subsidized. This guarantees the funding problems in the early stage of e-commerce development.
The third is to play the role of grassroots cadres to solve the problem of who will do the e-commerce in poor areas. In developing e-commerce in poverty-stricken areas, the biggest problem is the leader of e-commerce online stores. Longnan actively plays the role of grassroots cadres such as the village assistance team, the village cadres, and the college student village officials to guide and help the poor people contact the Internet, learn online, Use the Internet to establish an online store to help the poor people actively participate in e-commerce poverty alleviation.
Fourth is to establish an e-commerce talent training mechanism to solve the shortage of e-commerce talents. Longnan E-commerce Vocational and Technical College, the first e-commerce school in Northwest China, has been built, and the "E-commerce Training Guidance Opinions" have been formulated, and multi-level training is carried out in a targeted manner every year according to needs. Prepared to build a team of professional e-commerce poverty alleviation lecturers to effectively improve the quality and level of e-commerce training; take e-commerce as the main content of cadre education and training, and strengthen the training of e-commerce knowledge for cadres at all levels; each village trains at least one e-commerce company Apply talents and qualified information personnel to carry out knowledge and skills training for poor people in practical agricultural technology, online goods production and processing, and online publicity and marketing, so as to achieve full coverage of e-commerce poverty alleviation management personnel training; through the combination of "bringing in" and "going out" Relying on e-commerce training institutions and leading e-commerce enterprises in and out of the city, it cultivated comprehensive e-commerce talents for Longnan e-commerce poverty alleviation, and trained a total of 250,000 e-commerce talents.
Longnan City Chengxian E-commerce Poverty Alleviation Skills Training
Five is full promotionPromote and solve the problem of low attention rate of Longnan e-commerce and special agricultural products. Opened 2,690 government affairs microblogs, 949 government affairs WeChat accounts, and 385 government affairs websites in the city, compiled the "Longnan Government Affairs Weibo" and "Longnan Online Shop Daquan" QR code "No Word Book", and compiled the "E-commerce Poverty Alleviation Watch" "Longnan" and other books, the broad cadres and masses of cities, counties and villages actively opened personal Weibo and WeChat, forming a "micro-media matrix" that widely promotes e-commerce and special agricultural products in Longnan. Baidu searches for more than 4.5 million related content related to Longnan e-commerce Articles have greatly increased the popularity of Longnan e-commerce and special agricultural products.
Six is to actively carry out cross-border integration to solve the problem of narrow sales channels for agricultural products. By holding a series of activities, we will further expand the visibility of Longnan agricultural products and further broaden sales channels. The e-commerce all-star e-sports competition has been launched successively, and the "Qiao Qiao Cup" Douyin competition has been held to comprehensively promote Longnan characteristic agricultural products. The topic "Hey, go to Longnan" has more than 130 million views. In 2019, the second Longnan E-commerce All-Star E-sports Contest received more than 60 million page views. During this period, the city’s participating online merchants sold more than 9.2 million yuan (1.364 million US dollars).
has built three e-commerce platforms for poverty alleviation, forming an e-commerce chain
linked by suppliers, online merchants, and service providers. First, an online goods supply platform has been established. Highlight the green brand and ecological advantages, strengthen the quality supervision of agricultural products, vigorously develop characteristic agricultural products in Longnan, vigorously develop traditional advantageous industries such as walnut, pepper, olive, Chinese medicinal materials, tea, apple, etc., and guide more people to develop well-selling local honey in the market , Small grains, embroidery and other characteristic enriching products, actively build a supply platform and develop online goods to meet the needs of netizens, build more than 90 supply platforms in total, and develop more than 1,200 marketable online goods products.
Longnan Huixian E-commerce Poverty Alleviation Business Center displays merchandise
Second, an online sales platform has been established. Actively communicate and cooperate with domestic e-commerce platform companies to build and operate the first prefecture-level Taobao local pavilion "Characteristic China•Longnan Pavilion" in Northwest China, and establish 1688 "Longnan Industrial Belt"; rural e-commerce projects of domestic e-commerce companies such as Suning and Jingdong They also landed in Longnan one after another. Self-built platforms such as "Ant Market" and "Longnan Rural Big Data" as well as e-commerce incubators, entrepreneurship parks and industrial parks. Invested 590 million yuan (US$88.5 million) to accelerate the construction of rural networks and implement the "Broadband Access to Village Traffic Subsidy Project" to achieve full broadband network coverage in poor villages. 327 e-commerce associations have been established in cities, counties and villages to take the lead in integrating e-commerce resources, forming a good situation for joint sales and group development.
Third is to establish a logistics distribution platform. Adopting government subsidies to speed up the construction of a three-level logistics network system in counties and villages, integrate and develop 255 logistics enterprises of various types, 1062 express service stations, and 1,200 village post stations. Basically, the establishment of "counties and districts with logistics parks and townships with express delivery" The logistics express service system of "service stations and village agents". Strengthen the construction of infrastructure, build and rebuild more than 12,000 kilometers of rural roads, realize the asphalt cement roads from every village, and open up the "last mile" of logistics and distribution.
Establish six poverty-reducing mechanisms to amplify the benefits of e-commerce poverty alleviation
First, establish a poverty-reducing mechanism for e-commerce online stores. Promote the construction of “one village, one store” in poor villages in the form of rewards and subsidies, that is, a poor village has at least one online store, and encourage and support able-bodied households, rural cadres, and enterprise cooperatives to actively participate in the creation of online stores, through acquisition and sales Special agricultural products of poor households have established an interest linkage mechanism with poor households, forming an e-commerce online store driving model of "one store with multiple households", "one store with one village" and "one store with multiple villages". The city's impoverished villages opened networks There are 1499 stores, which has boosted the income of 150,000 poor people.
The second is to establish a poverty-reducing mechanism for the e-commerce industry. Through the methods of "e-commerce + enterprise + poor households", "cooperatives + e-commerce + poor households", and "online stores + poor households", the poor households are directly used as suppliers of e-commerce enterprises, and e-commerce enterprises have established long-term relationships with poor households. Cooperative relationship, poor households produce products that can be sold by online merchants according to standards, and e-commerce enterprises sign purchase orders with poor households to purchase at a slightly higher price than the market, effectively increasing the income of poor households. For example, Wenxian Renhe Agricultural and Sideline Products Co., Ltd. adopts an order supply method. In 2018 alone, it purchased 320,000 kg of Chinese medicinal materials and 60,000 kg of Chinese prickly ash from the villages of Jianhua, Fengpo, and Yangjiashan in Wen County.
The third is to establish an e-commerce entrepreneurship and poverty mechanism. Encourage, guide and support poverty-stricken households with certain entrepreneurial ability, returning youths, unemployedEmployed college students and persons with disabilities take the lead in e-commerce entrepreneurship and help poor people participate in e-commerce poverty alleviation by developing their own capabilities. The city's e-commerce "double innovation" number reached more than 18,000 people, of which poor households directly opened 285 online stores.
Fourth is to establish a mechanism for e-commerce employment to drive poverty. By building the entire industrial chain of e-commerce production, processing, packaging, logistics, and marketing, and building "e-commerce poverty alleviation workshops", it will attract the registered poor people to work for jobs. Poor households use their leisure time in the farm to work flexibly, participate in product picking, packaging, and relocation. E-commerce companies, cooperatives, and online shops will pay on time or by piece to pay wages to the working poor, with an average daily salary of 100 yuan ($15) or more , The accumulated employment has been more than 220,000.
Lixian Liangyuan Fruit Industry E-commerce Poverty Alleviation Company selects fruit and packs
Fifth, establishes an e-commerce shareholding mechanism to promote poverty. Actively guide poor households without entrepreneurial ability to invest idle funds, poverty alleviation industry-to-household funds, land, etc. into e-commerce enterprises or professional farmer cooperatives, and enjoy regular dividends and increase income. For example, Lixian Liangyuan E-commerce Company absorbs 50,000 yuan per household from 40 poor households and distributes a dividend of 10%, which can increase income by 5,000 yuan (890 US dollars) per household each year.
Sixth is to establish an e-commerce crowdfunding mechanism to promote poverty. Focusing on agricultural poverty alleviation crowdfunding, pre-sale group purchase products by telling stories to promote consumption poverty alleviation. The city has continuously held crowdfunding poverty alleviation competitions, spurring poor households to initiate more than 500 projects, with more than 60,000 people participating, and achieving online sales of more than 12 million yuan (1.78 million US dollars). "Longnan Agricultural Crowdfunding Poverty Alleviation Competition Helps Poverty Alleviation (Case)", was selected as the recommended case of the People's Daily and the China Foundation for Poverty Alleviation in the "Great Powers · Decisively Win 2020 Targeted Poverty Alleviation Factor Input Model".
Longnan E-commerce Poverty Alleviation Crowdfunding Contest Participating Products
Achievements
As of June 2019, Longnan City has opened more than 14,000 online stores, and the cumulative e-commerce transaction volume has exceeded 14 billion yuan (2.08 billion US dollars). More than 250,000 person-times were trained and more than 220,000 people were employed. Due to the remarkable effect of e-commerce in poverty alleviation, the "Longnan E-commerce Poverty Alleviation Model" was selected as a typical case of the "National E-commerce Poverty Alleviation Typical Case Collection (2018)" and successively won the "2015 China Poverty Elimination Innovation Award" and the "2018 China Smart Agriculture Conference Special Award" ”And other honorary awards; was awarded the title of “E-commerce Poverty Alleviation Demonstration City” and “2018 National Top Ten Innovative Cities for Targeted Poverty Alleviation”. More than 1,000 delegations from more than a dozen national ministries and commissions and 20 provinces and cities have visited Longnan to study and exchange experiences and practices of e-commerce poverty alleviation.
1. E-commerce poverty alleviation improves the efficiency of poverty reduction for the poor and poor villages
Through the vigorous development of e-commerce poverty alleviation, it has vigorously promoted the construction of rural logistics, network, highway and other infrastructure, promoted the sales of agricultural products and improved the rural consumption environment; accelerated the enrichment of the people Large-scale industries and supporting public services have strengthened the vitality of poor rural development and improved the poverty reduction efficiency of the poor and poor villages. Through online channels, high-quality agricultural products from poor villages are sold at a good price, which directly increases the income of the people; poor households use their leisure time to obtain flexible employment and participate in the entire industrial chain of e-commerce production, processing, packaging, logistics, and marketing. E-commerce companies, cooperatives, and online shops pay wages on time or by piece, effectively increasing the income of the poor. The contribution of e-commerce poverty alleviation to the per capita income of the poor in Longnan has increased from 430 yuan ($63.8) in 2015 to 810 yuan ($124) in 2018. Poverty alleviation through e-commerce has greatly contributed to the fight against poverty. The city’s poverty population decreased from 643,700 in 2015 to 184,300 at the end of 2018, 934 poverty-stricken villages were withdrawn, and rural per capita disposable income increased from 5,405 yuan (801.7 US dollars) to 7,012 Yuan (1040 US dollars), with an average annual growth rate of 12%.
2. Poverty alleviation through e-commerce has promoted the transformation of the concept of the poor.
The new form of poverty alleviation by e-commerce provides farmers with a low-cost online transaction channel, breaks the geographical restrictions of traditional agricultural product marketing activities in Longnan, and integrates into the national market through e-commerce. Poverty alleviation has promoted the establishment of the "Internet thinking" of the poor and the transformation of the concept of self-development. The poor rural households and agricultural cooperatives have turned into online businesses and used e-commerce to embark on the road to poverty alleviation and prosperity. Some people have turned from farmers into industries. The workers have greatly liberated the productive forces in poor areas and liberated the minds of the masses.
3. E-commerce poverty alleviation and attraction technologyTalents return to their hometowns to start businesses
Through vigorously developing e-commerce to alleviate poverty, Alibaba’s "Thousands of Counties and Ten Thousand Villages Rural E-commerce Plan" Northwest's first batch of projects were first completed in Longnan Wudu and Chengxian, "Jingdong Gang Service Store", Suning Yunshang Rural E-commerce projects have entered Longnan one after another; Longnan E-commerce Industry Incubation Park is listed as one of the second batch of e-commerce demonstration bases in the country, and the national e-commerce comprehensive demonstration county project in rural areas has achieved full coverage of nine counties, providing college students and various technical talents Returning home to start a business provides a broad employment space. Learning the Internet, contacting the Internet, and using the Internet have become a new fashion in rural areas. Young people returning to their hometowns, college students returning to their hometowns, and people who are able to get rich in rural areas compete to start businesses and open online stores. The city's e-commerce "double innovation" number reached more than 18,000 people, of which poor households directly opened 285 online stores.
4. E-commerce poverty alleviation has promoted the adjustment of the industrial structure.
Centered on the development of e-commerce, a forced mechanism of ecological production, standardized processing, and modern circulation of agricultural specialty products has been formed, which has effectively promoted the upgrading of the agricultural industry structure in poor areas and promoted the poor areas The structural adjustment of the agricultural supply side has accelerated the process of agricultural industrialization, transformed the rural economic growth mode, broke the limitation of regional spatial resource allocation, and effectively improved the comprehensive competitiveness of agriculture and the rural economy.
Enlightenment and experience
1. Deeply emancipating the mind is the prerequisite for accelerating the development of e-commerce poverty alleviation. Longnan is a remote and impoverished place, but the way of thinking of Longnan people is not blocked by many mountains. They can understand the opportunities, take advantage of the situation, and explore the "Longnan Mode", which shows that development must first solve the ideological and cognitive problems of the cadres and the masses.
2. The government's early promotion is the guarantee for accelerating the development of e-commerce poverty alleviation. Longnan City uses the visible hand of the government to solve the "shortcomings" of poor village infrastructure in a package, continuously consolidate the foundation of e-commerce for poverty alleviation, and constantly solve the problems in the development of e-commerce for poverty alleviation, providing a strong guarantee for the smooth progress of e-commerce for poverty alleviation in poor areas.
3. Building a distinctive brand is the key to accelerating the development of e-commerce for poverty alleviation. Providing customers with a steady stream of high-quality agricultural products is the main condition for the sustainable development of e-commerce. Longnan has certified more than 220 "three products and one standard" products, developed a large number of online marketable products, and formed walnuts, peppers, olives, and Chinese herbal medicines. A batch of "net celebrity" agricultural products such as, Tu honey, etc. have formed a virtuous circular industrial chain and promoted the stable and sustainable development of the industry.
4. Establishing and improving the poverty-saving mechanism is the foundation of the development of poverty alleviation in Longnan e-commerce. E-commerce accurately connects Longnan's advantageous resources with the outside market, opens the general switch for the emancipation of the minds of the broad cadres and the masses of Longnan, stimulates the enthusiasm of the vast number of young people in Longnan to innovate and start businesses, further enhances Longnan’s external influence, breaks the bottleneck of information flow, and drives The flow of people, logistics, capital and other factors gather to improve the small-scale, weak and low-intensity situation of industrial clusters, and quickly cultivate new economic growth points. Through six poverty-reducing mechanisms, e-commerce and the poor have built benefits The chain effectively helped the people increase their income, ensured the sustainability of poverty alleviation for the poor and poor villages, found an effective path to consolidate and improve the quality of poverty alleviation, and greatly boosted the confidence of the people in Longnan in agricultural development.
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