原创

服务商——让农村电商更专业 Service providers——make rural e-commerce more professional


“政府+服务商”模式是当前县域电子商务发展普遍选择的路径,主要是通过政府购买企业服务的形式实现公益性与盈利性的双重目标。通过对丽水市老牌电商服务商赶街电商、后来者讯唯电商、新秀梦马电商以及规模较小的河南闪讯电商的比较,发现同为县域农村电商发展的参与者、推动者和践行者,其运营方式和业务范围有交叉也有区别。

The "Government + Service Provider" model is the current choice of the county's e-commerce development, mainly through the government's purchase of corporate services to achieve the dual goals of public welfare and profitability. By comparing Lishui's old-fashioned e-commerce service providers, the street e-commerce, the latecomer Xunwei e-commerce, the rookie Mengma e-commerce, and the smaller Henan Flash e-commerce, it is found that they are also participants in the development of rural e-commerce in the county , Promoters and practitioners, there are differences and differences in their operation methods and business scope.

服务商作为市场运营的主体,其业务涵盖农村电商、跨境电商、电商产业园运营、软件开发、第三方平台运营及公共服务等全方位多领域的服务。其中,我们主要关注农村电商模块的运营模式和比较。规模较大的电商综合服务商多以打造电商示范县为业务目标,包括县级电子商务公共服务中心体系建设、农村电商服务站体系建设、农村电商培训体系建设、县乡村三级电商物流配送体系建设、农产品品牌培育和质量保障体系建设以及电商供应链和营销服务体系建设等整包服务,致力于构筑电商服务的生态系统。规模较小的电商专营服务商则以其中一两个模块为主营业务,着力寻找自己的特色服务定位。

As the main body of market operation, service providers cover a wide range of services in rural e-commerce, cross-border e-commerce, e-commerce industrial park operations, software development, third-party platform operations and public services. Among them, we mainly focus on the operating models and comparisons of rural e-commerce modules. Many large-scale integrated e-commerce service providers aim to build e-commerce demonstration counties, including the construction of a county-level e-commerce public service center system, the construction of a rural e-commerce service station system, the construction of a rural e-commerce training system, and a three-level county E-commerce logistics and distribution system construction, agricultural product brand cultivation and quality assurance system construction, as well as e-commerce supply chain and marketing service system construction and other package services, are committed to building an e-commerce service ecosystem. Smaller e-commerce franchise service providers use one or two modules as their main business and focus on finding their own unique service positioning.

综合服务商和专营服务商提供的都是县域农村电商相关服务,主要是政府出资购买企业服务,代理市场运营和部分公益服务业务。首先,服务商共有的业务是培训,各种形式的培训沙龙活动体现的是对人才的关注,任何行业获得发展的关键因素都是人力资源,吸引人、培育人、留住人也是各级政府的着力点。区别在于,电商综合服务商进行的培训包括从产品上行到运营设计和供应链各个环节都有相关的系统的课程设计。内容也涉及传统企业电商化、商贸流通领域商业化、淘宝京东天猫专题班、微商网红、农旅电商、新媒体运营以及游学共创等全域电商培训。电商专营服务商则面对的大多是村镇一级,培训的课程偏基础知识普及型,分电商创业班、电商精英班等多种类型,注重实操性知识,培养村民互联网意识。电商运营模块主要依托已有产业基础进行深化升级,代运营产品文创、分销管理等。尤其是在初期会优选一些产品特色鲜明的村庄注入电商动力,最终打造出主题明确的特色村。

Comprehensive service providers and franchised service providers provide county-level rural e-commerce related services, mainly government-funded purchases of corporate services, agency market operations, and some public service services. First of all, the service shared by service providers is training. Various forms of training salon activities reflect the attention to talents. The key factor for the development of any industry is human resources. Attracting, nurturing, and retaining people are also governments at all levels. Focus. The difference is that the training provided by e-commerce integrated service providers includes system-based curriculum design from product uplink to operation design and supply chain. The content also covers global e-commerce training such as traditional enterprise e-commerce, commercialization in the field of commerce and circulation, Taobao Jingdong Tmall special classes, Weishang net red, agricultural travel e-commerce, new media operations and study tour co-creation. The e-commerce franchise service providers are mostly at the village and township level. The training courses are more basic, and they are divided into various types such as e-commerce entrepreneurship classes and e-commerce elite classes. They focus on practical knowledge and cultivate villagers' Internet awareness. The e-commerce operation module mainly relies on the existing industrial foundation to carry out deepening upgrades, and to operate product culture and innovation, and distribution management. Especially in the early stage, some villages with distinctive product characteristics will be selected to inject e-commerce power, and finally create characteristic villages with clear themes.

其次,电商服务模式不尽相同。以打造电商示范县为核心业务的电商综合服务商与政府的合作模式一般是,根据实际情况和需求与政府协商,按照整包和分包两类销售服务,然后外派企业内的相关技术人员到当地,同时在当地招募团队合作伙伴,组建好团队后会在当地注册公司,最后以公司化的运营模式提供服务,服务期结束公司继续交由当地管理。政府购买的服务包中,以电商示范县的县乡村三级服务体系建设为例,一般包括小于15%的资金用于服务中心项目,50%以上资金用于基础设施建设,剩下的部分用于培训沙龙等活动。最终的审核验收标准为是否达到国家示范县的验收标准。

Second, e-commerce service models are different. The cooperation model between e-commerce integrated service providers with the core business of building e-commerce demonstration counties and the government is generally to negotiate with the government according to the actual situation and needs, according to the two types of packaged and sub-contracted sales services, and then send related Technicians go to the local area and recruit team partners at the same time. After the team is set up, the company will be registered in the local area. Finally, the company will provide services in a corporatized operation mode. After the service period, the company will continue to be managed by the local area. In the service package purchased by the government, the county and village three-level service system construction of the e-commerce demonstration county is taken as an example. Generally, less than 15% of the funds are used for service center projects, and more than 50% of the funds are used for infrastructure construction. The remaining part Used for training salons and other activities. The final inspection and acceptance standard is whether it meets the national demonstration county acceptance standard.

对于以打造淘宝村为己任的农村电商专营服务商,其模式是政府向市场购买公共服务,服务商通过派遣小型团队以部分代运营的形式开展全程陪伴式培训,基于淘宝电商平台,共同推进淘宝村的形成和发展。具体分为两阶段,第一阶段通过1个月全面培训+3个月深度孵化+2个月店铺分级,打造标杆店铺,扶持重点店铺,发展活跃店铺。第二阶段则进行半年到两年不等的差别化陪伴运营,24小时解决村民的问题。

Second, e-commerce service models are different. The cooperation model between e-commerce integrated service providers with the core business of building e-commerce demonstration counties and the government is generally to negotiate with the government according to the actual situation and needs, according to the two types of packaged and sub-contracted sales services, and then send related Technicians go to the local area and recruit team partners at the same time. After the team is set up, the company will be registered in the local area. Finally, the company will provide services in a corporatized operation mode. After the service period, the company will continue to be managed by the local area. In the service package purchased by the government, the county and village three-level service system construction of the e-commerce demonstration county is taken as an example. Generally, less than 15% of the funds are used for service center projects, and more than 50% of the funds are used for infrastructure construction. The remaining part Used for training salons and other activities. The final inspection and acceptance standard is whether it meets the national demonstration county acceptance standard.

第三,服务对象有所差异。电商综合服务商进行培训的对象是有一定电商基础的网商和新农人,他们本身是有兴趣和意愿从事电商行业的,一方面是为了配合政府吸引年轻人的政策,另一方面也是因为年轻人上手更快,可以发挥引领带头作用。电商专营服务商所培训的对象是农村普通主体,他们的意愿和兴趣往往并不很强烈,甚至需要一定的激励措施才会参加培训,观念的转变更加重要。

Third, the service targets are different. The comprehensive e-commerce service providers provide training for e-commerce and new farmers who have a certain e-commerce foundation. They are interested and willing to engage in the e-commerce industry. On the one hand, they are in line with the government's policy to attract young people. The aspect is also because young people get started faster and can play a leading role. The e-commerce franchise service providers are trained by ordinary rural subjects. Their willingness and interest are often not very strong, and even certain incentives are required to participate in the training. The change of concept is even more important.

第四,电商服务过程中的参与度不一样。由于较大的综合服务商以构建县域电商生态系统为核心,以建立电商示范县和微商村为目标和审核标准,集人才系统、物流系统、金融系统、产品系统和第三方平台等多系统的功能于一身,嫁接的是县域面上的基础性大型项目,改造的是全域电商环境,涉及面更广,电商体系建设方面参与度较高。规模较小的电商专营服务商则以产品营销为核心,以争取和建设淘宝村为目标,派遣员工入驻村政府,采取陪伴式服务,故而和当地村民的关系更加亲密,电商基础知识普及方面的参与度更高。

Fourth, participation in e-commerce services is different. Because the larger integrated service providers take the construction of a county-level e-commerce ecosystem as the core, and the establishment of e-commerce demonstration counties and Weishang Village as their goals and review standards, they integrate talent systems, logistics systems, financial systems, product systems and third-party platforms The functions of multiple systems are all in one. The grafting is a basic large-scale project on the county level, and the transformation of the global e-commerce environment involves a wider scope and higher participation in the construction of the e-commerce system. Smaller e-commerce franchise service providers take product marketing as the core, and strive to build and build Taobao Village as the goal. They send employees to the village government and use escort services. Therefore, the relationship with local villagers is closer and the basic knowledge of e-commerce is popular Participation is even higher.

此外,两者的不同之处还体现在,综合服务商不局限与平台,包括跨境电商在内的各类电商平台都在业务范围里,而专营服务商则主要依托于淘宝平台,这主要是由服务群体的特点和企业定位决定。前者有实力搭建电商基础环境和注册当地企业,承担的扶贫和乡村振兴责任要更大,后者往往要依托产业基础,一般不另行注册公司,承担的扶贫任务也不是强制性的。

In addition, the differences between the two are also reflected in the fact that integrated service providers are not limited to platforms. Various types of e-commerce platforms, including cross-border e-commerce, are in the business scope, while franchised service providers mainly rely on Taobao platforms. This is mainly determined by the characteristics of the service group and the positioning of the enterprise. The former has the strength to build the basic environment of e-commerce and the registration of local enterprises, and has greater responsibility for poverty reduction and rural revitalization. The latter often depends on the industrial foundation. Generally, companies are not registered separately, and the poverty reduction tasks undertaken are not mandatory.

讨论

服务商究竟是电商发展与升级的必要推动者,还是只能扮演催化剂的角色?服务商入驻大刀阔斧的建立了一批示范县和淘宝村,服务期结束以后电商是否还可持续发展?在“政府+服务商+基地+农户+电商”的模式中,各主体的角色定位应当是什么?可能是值得思考的问题。

Discussing

Are service providers the necessary promoters of e-commerce development and upgrading, or can they only play a catalyst role? Service providers have settled in to set up a large number of demonstration counties and Taobao villages. Will the e-commerce continue to develop after the service period ends? In the "government + service provider + base + farmer + e-commerce" model, what should be the role positioning of each subject? May be a question worth thinking about.

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  • 作者:管理员(联系作者)
  • 发表时间:2019-12-02 20:39
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