Moderator Xu Chunpei
Editor's note: "Agricultural finance + e-commerce" has ignited the "fire" of rural industry prosperity, and has played a positive role in promoting rural revitalization and the formation of the entire agricultural industry chain. In the rural credit system, the provincial federations grasp the trend of the increasing integration of financial technology and public life, give full play to the advantages of the "big platform", and build a comprehensive digital mobile financial service platform, which provides a reliable guarantee for the county-level "small legal person" rural commercial banks and rural credit cooperatives to carry out "agricultural finance + e-commerce" services.
Guests
Jia Yungui is Party Secretary and Chairman of Guangxi Rongshui Rural Commercial Bank
Dai Xiaobo is Party Secretary and Chairman of Anhui Fanchang Rural Commercial Bank
Liu Guihua is Party Secretary and Chairman of Shandong Lanling Rural Commercial Bank
Guo Yongzhong Party Secretary and Chairman of Fujian Zhouning Rural Credit Union
The provincial platform builds a broad "e" road of "finance + e-commerce"
Rural Finance Guide: What role does the development of e-commerce play in promoting urban and rural logistics and agricultural production and marketing?
Liu Guihua: According to data released by the Department of E-commerce of the Ministry of Commerce, in the first three quarters of this year, the country's rural online retail sales reached 1,497.85 billion yuan, a year-on-year increase of 3.6%. Among them, the online retail sales of rural physical goods were 1.36423 billion yuan, a year-on-year increase of 4.8%. The national online retail sales of agricultural products were 374.51 billion yuan, a year-on-year increase of 8.8%, and the growth rate was 7.3 percentage points higher than the same period last year. The development of rural e-commerce will help accelerate the construction of rural logistics system and promote the process of agricultural industrialization. Through online and offline methods such as rural e-commerce, live streaming goods, community distribution, and physical stores, we can accelerate the improvement of the rural logistics system and smooth the two-way linkage sales channels between urban and rural areas. Through the Internet technical attributes attached to e-commerce itself, big data is used to analyze agricultural production, form benign guidelines for agricultural production, storage, processing, sales and other links, and promote the development process of agricultural industrialization. For example, e-commerce has brought more high-quality agricultural products to the people's table. Relying on the e-commerce platform can shorten the transaction link of agricultural products, farmers directly trade with consumers online, reduce the middleman link, so that producers and consumers can benefit, this win-win model boosts the generation of transactions, greatly improves the efficiency of agricultural product circulation, allows more and more high-quality agricultural products to go out of the countryside, directly to the people's table, and improves the production efficiency of farmers. The emergence of e-commerce platforms has broken the regional and channel restrictions under the traditional trading mode, and the way farmers sell agricultural products has increased, especially in recent years, with the rise of live streaming and major shopping festivals, further enriching the sales channels of agricultural and sideline products, realizing the direct delivery of agricultural products from the field, allowing more seasonal fresh vegetables to enter more people's families.
Rural Finance Guide: What are the effective actions and remarkable experiences of the provincial platform of rural credit in "finance + e-commerce"?
Dai Xiaobo: Anhui Rural Credit Union grasps the trend of the increasing integration of financial technology and life, launches a new "community e-bank" service, strives to build a "trinity" of mobile financial integrated service platform of fast payment, convenience and credit value-added, takes the lead in embracing the Internet in the national rural credit cooperatives system, and carries out mobile Internet financial layout earlier. "Community e-Bank" has three outstanding highlights: First, it is rooted in the community, extending traditional banking services from offline to online, financial services crossing to life services, community residents place orders online, pick up goods offline, and can enjoy high-quality life services and high-quality goods at preferential prices, building a trustworthy life platform for residents. Second, it has unique advantages such as exemption from additional fees, real-time arrival of funds, bank credit enhancement, and comprehensive financial services, and has built a free e-commerce platform for merchants. The third is to extend the sales of agricultural and sideline products, especially fresh agricultural products, from offline to online, reducing sales and circulation costs, and building a fast sales platform for farmers.
Guo Yongzhong: Fujian Rural Credit Union closely focuses on the new mechanism of "rural revitalization market community", coordinates different market entities, and focuses on promoting platform co-construction, resource sharing, industrial co-prosperity and brand co-shaping through win-win cooperation, group development, joint agricultural belt farmers, interest linkage and equity cooperation. Among them, this concept runs through the exploration of the development model of "finance + e-commerce", that is, to support the development of e-commerce enterprises and open up sales channels for agricultural products in difficult areas as an important means of financial assistance, and actively explore the e-commerce assistance model. The first is to independently develop the "Funong e-Purchase" e-commerce platform to create a new model of "finance + e-commerce + agricultural and sideline products + assistance" to help farmers. Set up the "Window of Ethnic Minorities", put on the shelves a variety of products with ethnic minority characteristics, and provide public welfare online sales channels for products with ethnic minority characteristics. The second is to explore the creation of a rural e-commerce platform for the integrated development of "supply and marketing e-house" and "Funong e-purchase", form multiple superposition effects of "Internet + supply and marketing cooperatives + rural credit cooperatives", and accelerate the two-way circulation network of production materials to the countryside and agricultural products to the city. The third is to broaden online and offline transformation channels, and use "online + offline" carriers such as "Funong Station", "Rural Good Goods Hall", "Funong e-Purchase" and "Funong ePay" to support the development of farmers and agricultural enterprises. Focus on relying on "Funong Station" to set up the "Funong e-Purchase" display area, deploy smart touch screen machines, and explore the O2O service model of "online order and offline pick-up".
Liu Guihua: Shandong Rural Credit Union gave full play to the role of the province's rural commercial bank as a large platform, actively explored the "finance + e-commerce" model, and launched the "Smart e-Shopping" mall in 2016, as of the end of September this year, the "Smart e-Shopping" e-commerce platform has accumulated 3.3753 million registered users, with a new transaction volume of 163 million yuan that year. First, strengthen system building. Formulate relevant rules and regulations such as the "Shandong Rural Credit Cooperative's "Smart e-Shopping" Mall Information Inspection and Management Specifications" to standardize the business operation of the mall in three aspects: merchant management, commodity management, and store management. The second is to strengthen business guidance. Provide standardized guidance on the development of e-commerce business at the level of job responsibilities, personnel allocation, and business processes to ensure compliance with business development and protect the vital interests of merchants and consumers. The third is to strengthen operation and maintenance management. Make full use of various festival times, organize group buying and flash sale activities, strictly screen goods with regional characteristics to participate in activities, promote the mutual circulation of products with different regional characteristics, and help the sales of local characteristic agricultural products break regional restrictions. Up to now, the "Smart e-Shopping" mall of Shandong Rural Commercial Bank has formed a characteristic e-commerce platform integrating agricultural and sideline products into the city, industrial products going to the countryside, residents' living fees, local specialty products exhibition and sales, etc.
County-level legal person serving rural e-commerce to cultivate the "soil" industry into a "cash cow"
Rural Finance Guide: How does the Rural Commercial Bank support the development of "one county, one product" or "one township, one product" characteristic industries through "finance + e-commerce"?
Jia Yungui: According to the differentiated characteristics of regional industrial development, Rongshui Rural Commercial Bank focuses on "one county, one product" and "one village, one product", takes supporting rural support and small branches as the starting point of service, and consolidates the foundation for rural e-commerce development by docking industrial projects and customer needs. The first is to support the county characteristic industry economy as the carrier, vigorously promote the integration of e-commerce and characteristic industries, and expand the sales channels of characteristic products. The second is precise integration, helping the development of small and medium-sized micro enterprises, and realizing the integration of agricultural primary, secondary, and tertiary industries. The third is to continue to promote government-bank cooperation, realize the integration of "government + finance" and "finance + e-commerce", and help farmers sell good products. In addition to providing loans, payment and settlement services for e-commerce platforms, Rongshui Rural Commercial Bank also took the initiative to connect a large number of famous and high-quality agricultural products with Rongshui characteristics, such as "Miaozhichun Kiwifruit", "Akinoya Alpine Sweet Potato" and "Chen's Miaojia Niu Laba" through the launch of the Guangxi Nongxin "Linong Mall" platform, and cultivated the "soil" industry into a "cash cow". In recent years, a total of 10 merchants have recommended more than 12 products to the "Linong Mall" platform, and a total of more than 2,400 products have been sold, with a total amount of 4.01 million yuan, driving about 3,000 farmers to become rich and well-off.
Guo Yongzhong: Zhouning is the highest county seat in Fujian Province, and Zhouning County has bred special agricultural products with off-season production advantages and "high mountain" and "high quality" characteristics by virtue of its unique geographical and climatic conditions, and there are a total of 7 national geographical indication trademark products in the county. In addition, characteristic industries such as cold flowers, off-season vegetables, late-ripening fruits, and conical chestnuts are also growing, and the development of characteristic agricultural products has obvious advantages. Based on local realities, Zhouning Rural Credit Union actively integrates into the new format of "Internet +" development and vigorously supports the development of characteristic agricultural industries. First, strengthen product support and smooth industrial financing channels. Based on industrial assistance, consolidate the quality and supply of e-commerce sources, take the national geographical indication trademark as the starting point, innovate "Fuhui Loan", adopt the national geographical indication trademark, new plant variety rights, etc. for pledge guarantee, grant credit to leading flower enterprises, help smooth online sales channels, and develop new categories. The second is to strengthen the main body assistance and activate the endogenous power of touching the net. Closely dock with the new assistance model of "e-commerce + help households" in Zhouning County, and use microcredit products for poverty alleviation to help file and establish cards for poverty alleviation households and marginal households prone to poverty to expand the production of self-produced agricultural and sideline products such as potatoes, chickens, and vegetables. At the same time, with the help of financial resources, it helps connect with local e-commerce platforms in Zhouning such as "Zhouning You Carp", "Impression Zhouning" and "Taste of Zhouning", and leverages to carry out online marketing and offline distribution of agricultural and sideline products, broaden the sales channels of agricultural products, and promote the in-depth development of consumption assistance. The third is to strengthen the sinking of capable people and increase the vitality of innovation and creation. Give full play to the long-term mechanism of "party building + financial assistant + multi-community integration", promote the financial assistant who "understands agriculture, loves the countryside, and loves farmers" to sink the focus of service, adopt the form of stationing, visiting and other forms to explore the financial needs of agricultural enterprises and professional households that master professional technology and have e-commerce sales channels, and use inclusive financial schools to deliver more advanced technology, more professional knowledge and more comprehensive policies to rural customers, and help smooth the path of integration between farmers and "Internet +".
Liu Guihua: Lanling County is known as the "hometown of garlic in China", and after years of development, it has formed a complete industrial chain of garlic planting, storage, processing and sales. Lanling Rural Commercial Bank innovatively launched a series of loans of "Poly Garlic", including four sub-products such as "Garlic Preferential Commercial Loan", "Garlic Processing Loan", "Garlic Storage Loan" and "Garlic Planting Loan", which effectively met the credit capital needs of customers in all links of the garlic industry chain. Up to now, more than 4,200 loans have been issued to the "garlic" industrial chain, with an amount of 1.5 billion yuan. At the same time, Lanling Rural Commercial Bank also aims at the resource advantages and industrial characteristics of various townships under its jurisdiction, relying on the "smart e-shopping" e-commerce platform of the provincial federation of news agencies, has successively expanded to more than 230 merchants, covering different industries such as characteristic breeding, vegetable fresh, characteristic agricultural products, handicrafts, etc., regularly recommends merchants to participate in provincial association purchase activities, sells Lanling county's characteristic agricultural products to other county and city markets, and creates a trading platform for agricultural and sideline products with regional characteristics, up to now, more than 50,000 registered users have been expanded. The cumulative transaction amount has exceeded 8 million yuan, effectively promoting the entry of agricultural products into the city and the development of agricultural characteristic industries.
Rural Finance Guide: How does the Rural Commercial Bank rely on the provincial "finance + e-commerce" platform to innovatively serve local e-commerce customers and industrial parks?
Guo Yongzhong: Zhouning Rural Credit Union actively integrates into the opportunity of creating a national-level e-commerce demonstration county in Zhouning County, relying on the provincial "finance + e-commerce" platform, help ideas and exhibition tools, deeply excavating the advantages of Zhouning County's e-commerce industry and stimulating the development momentum of the e-commerce industry. First, focus on building a "five-in-one" integration pattern. Relying on the "Funong Station" set up by Zhouning Rural Credit Union, it has built a service network integrating finance, government affairs, people's livelihood, e-commerce and logistics in an all-round way. The station is embedded with financial business handling points, agricultural product exhibition points, self-service points, etc., and is equipped with equipment such as "Funong e-purchase" to guide the masses to use the e-commerce platform to list or purchase special agricultural products, so as to realize the business application and delivery, effectively increase the interactive experience, and solve the problems of e-commerce acceptance. The second is to focus on innovating credit products suitable for the subject. Under the framework of Fujian Nongxin's "Big Five Blessings" product, it has innovatively launched exclusive credit products to support e-commerce celebrities in Zhouning County, strengthened business cooperation with government background guarantee companies, and actively promoted the "total to total" batch guarantee model. Focus on cultivating local e-commerce leading enterprises or public brand production and processing enterprises, explore and promote business models such as "bank + guarantee company + e-commerce enterprise" and "bank + risk compensation fund + e-commerce enterprise", and gradually improve the sense of access and satisfaction of e-commerce entities in financial services. The third is to focus on promoting the development idea of multi-social integration. Strengthen cooperation with regional public brand production enterprises such as county supply and marketing cooperatives and "Zhouning Youli", sign strategic cooperation agreements, and achieve resource sharing and complementary advantages around promoting product supply, marketing promotion, talent training, system support, logistics services, etc., jointly promote the development of the county e-commerce industry, and expand the application field of rural e-commerce.
The story of "agricultural finance + e-commerce" that helps the rural industry prosper
Rural Finance Guide: In terms of the development of "finance + e-commerce" service experience with local characteristics, what are the stories of cross-border cooperation and multi-community integration to help the prosperity of characteristic industries?
Dai Xiaobo: Fanchang Rural Commercial Bank strongly supports traditional enterprises to embrace "Internet +". Led by the booming trend of e-commerce, coriander and aquaculture in Fanchang District have opened up a broad market space, but behind the successful realization of "Internet +" and business development of many small and micro enterprises, there is a lack of liquidity and production and supply are unsustainable. In this regard, Fanchang Rural Commercial Bank took the initiative to break through the guarantee restriction and protect the liquidity needs of the enterprise at the first time by evaluating credit facilities, temporary credit, order pledge, accounts receivable pledge, notarized mortgage of substantive property rights, etc., to ensure that the enterprise can ship goods on time after receiving a large number of orders, and help it open up a broader space for survival and development. For example, Mr. Jiang, a resident of Eqiao Town, Sanshan District, Wuhu City, has established a company to engage in glass live sales on the Douyin platform since 2020. After learning about this situation, the loan officers of our bank came to the door to conduct due diligence, believing that its development prospects are bright, and applied for a credit loan of 500,000 yuan with a term of three years, which was recycled and used, which eased its short-term financial pressure, solved the problem of product sales, and promoted the employment of young people in his hometown. At present, the company has 8 employees and annual sales of 12 million yuan.
Jia Yungui: "Miao Mei" Shi Qiuxiang is one of the beneficiaries of Rongshui Rural Commercial Bank's "finance + e-commerce" service for rural revitalization. After graduating from university, Shi Qiuxiang engaged in market development for pharmaceutical companies in Shenzhen, and returned to her hometown a few years later to start a business, she preferred the purchase and sale of wild Ganoderma lucidum, and in the process of purchasing wild Ganoderma lucidum in the mountains, she discovered the development potential of the local understory economy and alpine sweet potato industry, so she established Guangxi Liuzhou Qiuyejia Ecological Agriculture Comprehensive Development Company in 2015, engaged in the purchase, sale and processing of agricultural products such as Ganoderma lucidum, sweet potatoes, bamboo shade under the forest, shiitake mushrooms, etc., which also increased the income of women and the elderly left behind in rural areas. As a local prosperity leader, Shi Qiuxiang received a credit loan of 50,000 yuan from Rongshui Rural Commercial Bank in the early days of her business, and with the development of the company, its credit loan line has now reached 500,000 yuan. So far, Shi Qiuxiang's "Akino House" has passed the national certification and audit of 20 poverty alleviation products. In order to ensure the quality and stable output of products, "Akinoya" has developed 20,000 mu of alpine sweet potato planting in Guangxi and neighboring provinces, built a large-scale e-commerce fresh potato storage, sorting, saccharification and transit distribution center in Rongshui, and signed fresh potato production and marketing supply contracts with three Lianhua supermarkets, forming a stable processing, purchase and sales process. In this process, "Akinoya" has also helped a total of 3,192 peasant households, and in recent years has paid 58.779 million yuan to purchase agricultural products from peasant households.
Rural Finance Guide: What are the stories of employees of rural financial institutions live streaming or matchmaking to help e-commerce sales of agricultural products?
Liu Guihua: In 2020, Lanling Rural Commercial Bank focused on online marketing and selected 7 employees to set up a live broadcast team to carry out live broadcast from product promotion, financial knowledge popularization, consumer rights protection and other aspects. At the same time, it actively integrates into the construction of local e-commerce characteristic towns, builds e-commerce theme outlets, selects special personnel to settle in the live broadcast base, and jointly carries out live broadcast activities in the form of "finance + government + merchants", and carries out financial knowledge popularization and publicity while live broadcast and goods. When carrying out activities, the live broadcast team selects industrial parks, plantation parks, tourist attractions and characteristic enterprises with regional characteristics to jointly carry out live broadcast activities and build a bridge for bank-enterprise cooperation. Up to now, 4 themed live broadcasts have been launched, and 12 live broadcasts have been jointly carried out.
Dai Xiaobo: The rise of short videos and live streaming has made rural Internet celebrities one after another. Working in the fields, cooking on fires, interacting with neighbors... These ordinary lives in rural areas have attracted thousands of onlookers on the Internet, and the theme of "three rural areas" has become the traffic password for short video creation. On the basis of the "Easy Loan Card" product, relying on big data, mobile banking and Internet channels, Fanchang Rural Commercial Bank has made efforts to promote the "Golden Agricultural Easy Loan" business of "one-time credit, recycling, online operation and self-service", while improving the availability of loans, reducing customer financing costs, promoting the reshaping of the supply chain industrial chain, cultivating more "new farmers", and supporting the development of rural e-commerce, rural tourism, rural elderly care and other new business formats with cross-border integration. Help farmers obtain new employment opportunities and broaden the channels for farmers to increase their income.
Rural Finance Guide: Why can "finance + e-commerce" play a role in supporting the development of the entire agricultural industry chain?
Liu Guihua: Generally, agricultural production and operation entities have the characteristics of small business scale, incomplete credit rating data chain, insufficient collateral, and high entry costs in the capital market. Relying on the "finance + e-commerce" model, it can give full play to the advantages of the Internet, accelerate the processing and circulation of agricultural information, and guide agricultural production; It can broaden product sales channels, save transaction costs, and truly reflect supply and demand; It is conducive to accelerating the formation of a new marketing model and promoting the improvement of the agricultural industry chain; It is conducive to the collection and processing of data in the whole chain of agricultural production, processing, warehousing and sales. Providing "finance + e-commerce" green financial products and services for the development of the entire agricultural industry chain can enhance the ability of financial institutions to serve the agricultural industry and promote the formation and sustainable development of the entire agricultural industry chain.
Dai Xiaobo: The trend of consumption upgrading is constantly strengthening, and rural e-commerce is ushering in new opportunities. The combination of agriculture and tourism, rural tourism, leisure agriculture, consumption poverty alleviation, pre-sale crowdfunding, etc. began to rise, rural green mountains and green waters have become "golden mountains and silver mountains" due to the Internet, and rural specialties that were originally only sold in the region have also become best-selling products on the Internet. Fanchang Rural Commercial Bank has made some useful explorations and achieved some results in supporting the development of the entire agricultural industry chain. Digang residents have a tradition of pickling coriander as early as the Ming and Qing dynasties, there are more than 100 coriander workshops in Digang Town alone, and more than 10 characteristic brands such as "Lao Xu Coriander", "Lao Xia Coriander" and "Gan Coriander" have emerged, farmers have rich experience in pickling coriander, but due to lack of funds, it is difficult for local farmers to form a scale and low processing efficiency. After careful investigation, Fanchang Rural Commercial Bank has further increased credit support for farmers to process and sell coriander, supported and encouraged farmers who produce coriander to broaden their development path through e-commerce channels, and strongly supported the development of the local coriander industry. At present, the coriander pickled by local farmers is exported to Jiangsu, Zhejiang and Shanghai provinces through e-commerce and live broadcasting, and exported to Southeast Asia. With the financial support of Fanchang Rural Commercial Bank, more than 1,000 farmers in Digang Town participated in the processing and sales of coriander, and the output value of Digang coriander reached 45 million yuan in 2021. Recently, "Digang Coriander Making Skills" was approved as a provincial intangible cultural heritage representative project, and Digang coriander has become a pillar industry of local characteristic agriculture, and the whole industrial chain of specialty coriander has begun to take shape.