1. Development status of county e-commerce in Henan Province
With the development of e-commerce, many traditional enterprises began to transform and join the e-commerce industry. By the end of 2020, there were 451000 e-commerce enterprises in Henan Province, ranking second in China. On January 30, 2020, the Department of Commerce of Henan Province said that during the 13th Five Year Plan period, the e-commerce transaction volume of Henan Province exceeded 7.8 trillion yuan, with an average annual growth of 20.6%. In 2020, there were 135 Taobao villages in Henan Province, ranking seventh in the country. On October 29, 2020, at Zhengzhou International Convention and Exhibition Center, ten counties (cities) including Fengqiu County, Qi county and Boai County were recognized as the top ten agricultural products e-commerce cities in Henan Province, and medals and certificates were awarded. At present, the e-commerce industry in Henan Province is mainly distributed in food, fresh food, clothing, agricultural products and factories. Famous enterprises include traditional e-commerce enterprises such as Shuanghui, Baixiang, Sanquan and missing; Some emerging industries have also started e-commerce, such as Fang Zhongshan hu la soup, Jiaozuo Huai chrysanthemum, Lingbao Apple, etc. As of November 2020, among the e-commerce into rural areas projects in Henan Province, 95 comprehensive demonstration counties have been identified, covering almost all poor counties. A total of 1.72 billion yuan has been invested, 121 county-level e-commerce service platforms and 23000 rural e-commerce service outlets have been built, and a three-level rural e-commerce public service system has been initially established, laying a good foundation for the development of e-commerce in counties of Henan Province.
2. Necessity of county e-commerce development
Expand sales and improve farmers' Income: the sales mode adopted in county areas of Henan Province is generally offline sales, especially in rural areas, which basically completes transactions in shopping malls or bazaars. This method is relatively convenient in the local area, but it has many limitations. For example, the single transaction mode will limit the sales scale, and many products can not be sold, so it is impossible to increase the income of farmers. If e-commerce is added to commodity trading and county e-commerce is developed, the sales scale can be effectively expanded and the rural income can be greatly increased. In addition, many large-scale enterprises such as Taobao, jd.com, pinduoduo and Suning e-buy have formulated relevant measures according to the characteristics of the county area. For example, the Taobao rural project has been well implemented in Henan Province. At present, there are 137 Taobao villages in Henan Province, ranking seventh in the country. These measures have effectively promoted the development of local e-commerce, and can promote the income increase and poverty alleviation of residents in county areas. In addition, combining e-commerce with product trading to develop county e-commerce, we can use big data technology to investigate and analyze consumers' preferences, promote products according to the analysis results, effectively increase sales, and thus improve farmers' income.
Promote local economic development: for a long time, the economic development of county areas has lagged behind that of cities, and the development of e-commerce in these areas has also been greatly restricted, but at the same time, it means that e-commerce in these areas has great development potential. The development of e-commerce is conducive to solving the current situation of economic backwardness in Henan Province and promoting the improvement of farmers' income in Henan Province. During the 13th Five Year Plan period, the e-commerce transaction volume of Henan Province exceeded 7.8 trillion yuan, which has shown a rapid development trend. First of all, the development of county e-commerce can solve the problem of local employment. Most people in county areas in China chose to go out to work, and the local people are generally left behind children and the elderly. Accelerating the development of e-commerce in the county can let some young people stay in the local area, solve the local employment problem and promote the local economic development. Secondly, the development of e-commerce can promote the county products to accelerate the construction of agricultural product brands, increase the product popularity, and drive the development of local tourism and culture. For example, Luoyang peony has enjoyed the reputation of "Luoyang peony is the best in the world" since ancient times. Luoyang has continuously developed products featuring peony. Peony wine, peony cosmetics, peony moon cakes, dumplings and a series of new foods are very popular. The peony flower fair in April every year attracts people from all over the country to watch, and the economic benefits are very considerable.
3. Current problems of county e-commerce in Henan Province
Scattered industries and lack of well-known brands: the agricultural operation in Henan Province is dominated by small-scale farmers, and all kinds of production and operation show a trend of decentralization. Most rural residents have a low education level, have no relevant education, and have a weak awareness of brand construction, which seriously restricts the brand construction of agricultural products. In addition, the combination of traditional products and e-commerce is not enough to effectively drive the coordinated development of upstream and downstream related enterprises. Henan Province is rich in agricultural resources, such as Huaiyang cauliflower, Lingbao Apple, Zhoukou white sesame, etc., but their popularity is limited to Henan Province at present, and they have not formed a national famous brand of agricultural products. In 2020, among the top 100 brands of Chinese agricultural products, Henan was only selected: Henan Lankao's fighting Lankao, which mainly deals in sweet potatoes and honeydew melons. It can be seen that the operators in Henan Province lack deep understanding and Thinking on the brand construction of agricultural products, and the brand promotion is limited, which brings great obstacles to the establishment and development of e-commerce. For example, the Red Fuji apple in Lingbao City is well-known in the province, but its sales volume is not as good as that of Yantai Red Fuji apple when it is sold externally, which is due to insufficient brand promotion and hinders the development of e-commerce. The construction of e-commerce logistics system is backward: in recent years, China's county governments have realized the importance of modern logistics to the development of county economy. As a populous province, Henan has not missed the good opportunity of logistics development. However, in the development process of modern logistics in Henan Province, the traditional management mode has always been at the core. There is no clear direction for the future management policy, the responsibilities of leaders at all levels are vague, the infrastructure has the problem of repeated construction, and the waste of resources also affects the sharing of logistics information. The coverage rate of broadband network, express logistics and service outlets in some county areas in Henan Province is lower than that of cities, such as Nanyang, Xinyang and Jiyuan. The terrain of these places is complex, and some rural areas are located in mountainous areas, which greatly hinders the logistics construction. At present, the technical content of the logistics system is low, the whole system is weak, and the rural logistics has not been fully integrated.
The e-commerce service platform is backward: the good and rapid development of county e-commerce can not be separated from the corresponding supporting facilities, such as express delivery, warehousing, network and logistics system. At present, most counties and districts in Henan Province have established e-commerce characteristic industrial parks in combination with local characteristics, but the corresponding supporting service capacity is relatively backward, which leads to high costs and low efficiency. Even if some counties and districts have e-commerce service platforms, the operating costs of the platforms may be too high. If the income of farmers or enterprises is low, they will not be able to bear the operating costs, affecting the operation of e-commerce service platforms, and thus affecting County e-commerce. Lack of e-commerce talents: the development of county-level e-commerce is inseparable from talents. Although Henan Province is a populous province, its educational conditions are backward, most people are not familiar with e-commerce, and county-level e-commerce is not the focus of economic development. County e-commerce talents are relatively special. They need to understand e-commerce as well as be familiar with operation and products. The lack of talents has become the normal situation of county e-commerce. The current talent training and related training courses in Henan Province are mainly to train some e-commerce leaders. In addition, the publicity of various e-commerce knowledge is not enough, and many rural residents do not know much about e-commerce knowledge. However, the development of e-commerce can not be completed by leaders alone. It needs the cooperation of the whole team. Only by allowing the majority of residents to participate in the training of talents and changing the traditional cognition of e-commerce in the county can we promote the comprehensive development of e-commerce in the county.
4. Solutions to the problems of e-commerce development at county level in Henan Province
Give priority to the leading role of the county government: the issuance of county government policies can effectively promote the development of county e-commerce. In the development path of county-level e-commerce in Henan Province, the government should clearly grasp relevant strategies, strictly control the direction of county-level e-commerce development, and make it less wrong. First of all, when formulating relevant policies for county e-commerce development, the county government should conduct in-depth research and Analysis on various regions in combination with the local actual situation. In order to promote its development, e-commerce parks can be built in county or rural areas, actively attract various e-commerce talents and enterprises or individuals to join the park, and give appropriate tax incentives, financial subsidies or salary increases to speed up development. Secondly, the government should formulate and implement some measures to solve the obstacles encountered in its development, such as network coverage, backward logistics construction, and backward e-commerce service platform.
Develop characteristic brands according to the county characteristics: since the agricultural operation in Henan Province is relatively decentralized and the brand construction of agricultural products is relatively backward, to realize the transformation from commodity to brand, we should create a public agricultural product brand and do a good job in Henan characteristic products. At present, there are also some well-known brands of agricultural products in Henan Province, such as Xinyang Maojian, Xinzheng red jujube, Zhoukou white sesame, etc. Both enterprises and individuals must strictly supervise all processes of agricultural product production in accordance with national standards, strictly control the quality, ensure product quality, reduce inferior products, improve consumer satisfaction, and make products famous.
In order to better realize sales on the Internet, operators can try various online sales methods and use various platforms to promote products, such as Tiktok, volcano small video, etc. to release product videos recorded in advance or conduct product live broadcast to improve product flow. They can also cooperate with Taobao, jd.com, pinduoduo, Henan TV station, local TV stations and various official account to promote products. Offline publicity can be carried out with the help of the government. For example, influential newspapers such as Henan daily can be used to publish product information, and various advertising forms can be used for publicity. Various exhibitions and promotion meetings can also be held in various places to maximize the exposure of products.
Improve the construction of rural e-commerce infrastructure: the foundation of county e-commerce is the network. Telecom enterprises can promote network construction according to the actual situation of network coverage in various counties of Henan Province according to local conditions. The natural conditions in rural areas are suitable for a large number of wireless broadband construction. In order to achieve rapid development of county e-commerce, we must improve the logistics system. To improve the logistics system, the first thing is to solve the traffic problem. The government should increase investment, build rural roads, and solve the problem of inconvenient traffic. It should also negotiate with major logistics companies to establish a logistics system that conforms to the characteristics of the county or create new logistics companies, and establish channels between operators, logistics companies and consumers. Secondly, various resources can be reasonably allocated, and multiple logistics companies can jointly establish service outlets to reduce resource waste, and complete the transportation of various agricultural products as quickly, safely and conveniently as possible, so as to avoid product deterioration caused by too long delay on the road. In 2020, the development and Reform Commission of Henan Province issued a notice saying that 18 regional logistics hubs will be laid out and built by the end of the year, and the logistics hub alliance will be promoted. This will become the foundation of the logistics hub system of Henan Province, which is of great significance to the construction of the logistics system of Henan Province and provides a good foundation for the development of county e-commerce.
Introduction and cultivation of e-commerce talents: Henan Province has carried out e-commerce personnel training in various regions in order to cultivate e-commerce talents: on January 7, 2021, the on-site observation meeting of Zhoukou City's return to hometown and entrepreneurship was held in Taikang County; On October 29, 2019, the opening ceremony of Sanmenxia talent science and technology innovation training class was held. The purpose of this training is to attract and encourage more talents to actively participate in the development of e-commerce. Although Henan Province has held many similar training activities, these are far from enough. The Henan provincial government should continue to strengthen the training of various e-commerce talents to create a talent base for the development of e-commerce in the county. Rural areas are the main force of e-commerce development in the county, and their cognition of e-commerce greatly affects its development. However, their education level is low and they do not know enough about e-commerce. They can be trained in relevant knowledge and technology to improve their understanding and interest in e-commerce in the county, so that they can actively participate in the development of e-commerce. In addition, under the leadership of the government, we can establish strategic cooperation with provincial colleges and universities, set up relevant majors, encourage more young people to apply for the examination, or jointly build a training base, so that relevant employees can better understand e-commerce, train a batch of professional and technical personnel, and provide an endless supply of talents for the development of e-commerce in the county. In order to realize the comprehensive development of e-commerce in the county, the government can implement policies to actively introduce foreign talents, provide assistance in housing and children's schooling, and recruit talents by increasing salaries and subsidies.
5. Conclusion
This paper analyzes the current situation of county e-commerce development in Henan Province, discusses the necessity of county e-commerce development in Henan Province and some problems in the development process, and puts forward relevant solutions according to these problems, providing reference for relevant e-commerce personnel, so as to make county e-commerce develop better and better.