阿里巴巴的农村战略及扶贫体系

Alibaba ’s Rural Strategy and Poverty Alleviation System

1 阿里巴巴的农村战略

Alibaba’s Rural Strategy

Alibaba Rural Strategy: Dual Core System

Rural

Taobao Taobao

Village

Core 2: Public

entrepreneurship innovation

Core 1: E-commerce

service system

market

government

platform

2009 2013 2014 2015

3

780

212 20

2016

1311

1311 Taobao Villages

135 Taobao Towns

Taobao Village: A Single Spark Can Start a Fire

Internet

Innovation

Culture

Teamwork

Four Features of “New

Rural Residents”

Taobao Villages Unleash Local Innovation

农业社会的组织方式＋工业社会的生产方式＋信息社会的销售方式

The organization of agricultural society + The production of industrial

society + The sales of information society

The Rural Taobao program is one of the three

strategies of Alibaba Group. With the cooperation

with local governments, it has set up county and

village service networks. The program leverages

the advantages of e-commerce—breaking logistics

and information flow bottlenecks and addressing

the shortage of talent and awareness—to bring

“consumer goods to the countryside” and

“agricultural products to the city.” This will

accelerate urban and rural integration and attract

more talent to rural areas to enable the

development and sustainability of smart villages.

Rural Taobao program

Rural Taobao Program

(As of December 2016)

The latest data Has covered 29 provinces

549 counties

27,700 villages

Covered Not covered

Implementation Path of Alibaba Rural Ecology

Infrastructure Transaction / payment

Logistics

Financial

Cloud computing

Ecological

service center Life service complex

Basic necessities of life

Travel, entertainment, shopping

Internet

Activate

ecology Training

Village-waiter

Entrepreneurial leader

Taobao village

Two-way

circulation Optimize circulation

Consumer goods

Agricultural products

O2O experience

2015年在阿里零售平台上来自农村地区的消费超过

2300亿元。其中浙江、河北、河南排名前三。

来自商务部的数据，2016年中国农村网络销售额达

8945亿元。

Consumer goods to the countryside

Consumption upgrade

2015年在阿里平台上，农资产品销售额接近50亿元，同比增

长83.24%。

春耕大战

2016年3月22日，为时1个月的农村淘宝春耕大战结束。27个

省近300个县14000个村的农民购买了超千万份农资，节约了

近亿元开支。这意味着农村淘宝率先在全国范围内打通农资

厂商直达农村的互联网通道。

Agricultural goods to the countryside

Help agriculture

modernization

乌龙茶 红茶 桂圆干

苹果 百合

普洱 燕窝 乌龙茶

芒果 百香果 养生茶

辣椒 绿茶 牛肉

芒果 椰子片 花草茶

枣类 山药

大米 猪肉类 黑木耳

鸭肉 枣类

槟榔 鱼类 鸭肉

人参 黑木耳 鹿茸

大闸蟹 绿植 猪肉类

海参 鱿鱼 牛肉类

牛肉类 奶酪

枸杞 生羊肉

枸杞 冬虫夏草 海参 苹果 樱桃

枣类 小米

枣类 核桃 葡萄干

牛排 牛奶 鲜花 牛肉类 花草茶 猕猴桃

冬虫夏草 牛肉

枣类 葡萄干 核桃

普洱 三七 石斛

松子 夏威夷果 绿茶

牛肉类 鲜花 豆干

花粉

海外：蜂蜜 蜂胶 高丽参

乌龙茶 普洱 咖啡豆

牛奶 大米 花生油

燕窝

牛奶 鲜花 蜂蜜

夏威夷果 松子 碧根果

橙 山茶油

枣类 板栗

76 110 195

284

483

696

1000

2010-2016年阿里平台上

农产品销售额(单位：亿元)

淘宝农特产地图

Agricultural products to the city

2016年农产品超1000亿元

同比增速超40%

Build the whole channel system

1688

口碑/饿了么

海外消费者

品质消费者

农村消费者

个性化消费者

3公里内消费

者

品牌商

合作社/龙头企业

个体农户

农村淘宝

淘宝卖家

微商群体 线下零售商

天猫卖家

天猫超市

盒马鲜生

速卖通卖家

海外零售商

ICBU

农村淘宝

服务商

易果生鲜

天猫国际

供应链

阿里巴巴

全平台与全渠道

C2C：淘宝汇吃

B2C：天猫、猫超、易果、速卖通

B2B：1688、ICBU

S2B：农村淘宝

S2C：盒马鲜生、口碑、饿了么

New agriculture: sharing economic trends

劳务分享

•忙时务农，闲时务工

•外出打工不用愁

•灵活用工

农技分享

•专家讲座（音视频）

•在线直播 农机分享

•以租代售：商家to农户

•网上预约：拥有者to农户

畜禽分享

•畜禽定制

•私家认养

资金分享

•农业众筹

•农业P2P

农田分享

•聚土地

•私家菜园、良

田、果园

分享农业就是利用互联网等现代信息技术整合、分享海量

的分散化涉农资源，满足多样化需求的农业经济总和。

Redefine agriculture

In December 2016, Ant Financial launched the “Guyu Plan” for

rural finance: working with 100 leading agriculture enterprises to

offer credit, insurance, other financial services in 1,000 counties

in China to leverage 1 trillion yuan in agricultural credit funds

over the next three years.

At the end of 2016, Ant Financial had provided credit loan

services for 35.14 million rural farmers, with a total loans of

406.2 billion yuan; for 130 million rural farmers to obtain Internet

security services with the cumulative amount of 4.673 billion

yuan; for 160 million rural users to obtain Internet payment,

transfer, recharge, and other convenient services.

Rural Finance of Ant Financial

Grow with Rural Users

Jilin

Cainiao

warehouse

Business

warehouse

Cainiao rural logistics

County service center Village

-waiter

Villager A

Villager B

Villager C

Warehouse service County logistics services

农村物流服务现状

Set single model: One portion of logistics costs fell by

~25%, and two by 20%

Tianjin/B

eijing

Shanghai Wuhan

Chengdu

Guangdong

Xi’an

Jinhua

Rural Logistics of the Cainiao Network

500 counties

23500 villages

1800 trucks

Aging: 50%

Daily goods: 500 tons

By the end of 2016

2 阿里巴巴的扶贫体系

Alibaba ’s Poverty Alleviation System

• 普遍性 淘宝网、支付宝、余额宝等早已实现县域全

覆盖，农村淘宝已落地了178个国家级贫困县。

• 生态性 旗下各平台均自带扶贫属性；生态里千万网

商和服务商不乏情怀，正积极加入。

• 紧密性 农村淘宝有500多名县小二，3万多名村小

二和2万多名淘帮手一起长期扎根县域。

• 精准性 发挥了互联网优势和大数据能力，确保扶贫

精准到位，如芝麻信用、钉钉等。

• 国际性 随“一带一路”的模式输出，倡议eWTP，令

中国农产品与世界对接。

E-commer

ce

Employment

Financial

Tourism Health

Education

Charity

Network Poverty Alleviation

Alibaba’s Poverty Alleviation System

685.53

1101.15

1586.85

2074.4

85.34 151.84

219.44 292.19

0

500

1000

1500

2000

2500

2013年 2014年 2015年 2016年

阿里零售平台上832个国家级贫困县

买入卖出趋势图（单位：亿元）

买入

卖出

E-commerce Poverty Alleviation

In 2016, Alibaba’s retail platform saw online retail sales of

more than 10 million yuan involving more than 280 national

poverty-stricken counties, of which more than 40 poor

counties’ online retail sales exceeded 100 million yuan.

Poverty-stricken counties have active online-shopping users

of more than 28 million and online purchases amounting to

207.4 billion yuan. According to a conservative estimate, in

2016, Alibaba’s platforms saved more than 20 billion yuan

for poverty-stricken areas.

E-commerce Poverty Alleviation

Open a new era of work

图：农村淘宝“村猎平台”

【农民网商】农民网商集聚的典型是“淘宝村”，至2016年

底，全国淘宝村有1311个，整体带来直接就业达100万人

左右。另外，在832个国贫县也孵化出了33万网商。

【村小二】农村淘宝的“村小二＋淘帮手”模式使更多年轻人

返乡创业。至2016年底，约有3万多名村小二，以及近3万

名淘帮手。

【村猎】即村淘招聘平台，主要针对农村劳动力提供蓝领

阶层的工作岗位。2017年3月2日上线首日吸引了华硕、纬

创等大型劳动密集型企业，提供了160个岗位近4万个工作

机会。村猎还为农民工提供岗位技能培训及各类就业服

务，如用工保险、法律援助、入职接送等。

图：河北省馆陶县农村淘宝合伙人培训现场

Employment poverty alleviation

Ali Health and Rural Taobao have established a health

services center providing basic health services, specialist

testing, and treatment / telemedicine services. As of

February 2017, the first batch of 300 health services center

had been established, covering Heilongjiang, Guangxi, and

other 20 provinces.

Ali Health and Tmall-Medicine also launched the "tonic

China" program to promote the sale of tonic, Chinese herbal

medicines, etc. In 2016, a total of 712 state-designated poor

counties sold tonic through the network. Among them, the 20

top-selling counties earned total revenue of ~651 million

yuan.

Health Poverty Alleviation

Eliminating Poverty-Related

Health Risks

Alibaba is using rural education to help poverty-stricken rural

areas. For example, Rural Taobao is setting up village book

corners, online classes, and family hotlines, as well as

providing stationery for children.

In summer of 2016, Rural Taobao and Taobao Education

launched a "super class” to create an open educational

platform, providing resources for English, art, sports, music,

science, etc. As of 2016, Rural Taobao’s rural education pilot

program has covered 257 counties, including 68 state-

designated poor counties in 311 villages.

Education Poverty Alleviation

Preventing

Intergenerational

Poverty

▋2016年，近500家公益机构入驻阿里平台，平台筹集善

款2.28亿元，捐赠人数3.04亿人，捐赠43.9亿次。

▋“爱心包裹”项目向贫困地区小学生提供美术书包、音乐

书包、过冬衣物等，至17年3月共募集资金1.12亿元。

▋2016年起，阿里公益基金会向黑龙江抚远每年投入200

万元，连续三年，用于鲟鳇鱼和大马哈鱼种群保护。

▋2017年7月，由中国扶贫基金会、阿里巴巴、蚂蚁金服

共同发起“顶梁柱健康扶贫公益保险”，为国家级贫困县20

至60岁的建档立卡户免费投保，预期到2020年，累计覆

盖贫困人口1000万。

Charity Poverty Alleviation

Promote rural green

development

International Dimension of Alibaba 's Rural Strategy

1. China's ”One Belt, One Road” initiative encompasses 64 mostly-underdeveloped countries with many disadvantaged people.

Alibaba's experience with poverty alleviation in rural China, plus training, can promote the development of these countries.

2. Jack Ma has already put forth his “eWTP” concept hoping that more agricultural products may be traded between China and

developed economies like the US and Europe; it is hoped that quality agricultural products from rural China will come to

comprise a significant portion of this trade.

T H A N K Y O U