Last year, the national online retail sales accounted for about 50% of the world, and e-commerce gave birth to new formats.

The "new face" like Boxma Xiansheng represents the opening of e-commerce and offline retail, and also creates new jobs.

The report recently released by the Ministry of Commerce shows that in 20 17, China's e-commerce has developed continuously and rapidly, showing the characteristics of online, digital and intelligent, with the advantages of openness, low cost and high efficiency, which has promoted the structural reform and consumption upgrading of China's economy supply side, led the development of digital economy, stimulated consumption upgrading and created a large number of new jobs-

The China E-Commerce Report 20 17 recently released by the Ministry of Commerce (hereinafter referred to as the Report) shows that in 20 17 years, e-commerce in China continued to develop rapidly, with the transaction volume increasing by 1 1.7% year-on-year, reaching 29.1. National online retail sales increased by 32.2% year-on-year, reaching 7 18 trillion yuan, accounting for about 50% of the world; The revenue scale of e-commerce service industry increased 19.3% year-on-year, reaching 2.92 trillion yuan.

The significance of this "new answer sheet" is not limited to numbers. As Vice Minister of Commerce Wang Bingnan said, e-commerce is the product of the combination of information technology and business activities. Its characteristics are online, digital and intelligent. It has the advantages of openness, low cost and high efficiency, represents the new productive forces and development direction, promotes the structural reform and consumption upgrading of the supply side of China's economy, and also injects new kinetic energy into world trade.

What achievements have been made in the development of e-commerce in China, and what are the new development trends?

Leading the development of digital economy

The report shows that e-commerce still occupies a leading position in China's digital economy. In 20 17 years, the national commodity e-commerce transaction volume was 16.87 trillion yuan, up 21%year-on-year; The transaction volume of service-oriented e-commerce was 4.96 trillion yuan, a year-on-year increase of 35. 1%. The online retail sales of physical goods nationwide was 5.48 trillion yuan, up 28% year-on-year, accounting for 15% of the total retail sales of social consumer goods.

At the same time, the supporting environment for e-commerce is constantly being optimized. In terms of payment, the online payment amount of non-bank payment institutions reached 143.26 trillion yuan. Year-on-year growth of 44.32%. Mobile payment has changed the traditional payment habits and penetrated into consumer shopping, travel, catering, medical care and other application scenarios. In terms of logistics, the express delivery business totaled 40.06 billion pieces, a year-on-year increase of 28%, of which nearly 70% was driven by e-commerce.

Qian Fangli, director of the Department of E-commerce and Informatization of the Ministry of Commerce, said that the development of e-commerce in China in 20 17 showed four characteristics: the digital economy led and the development momentum continued to expand; Promote all-round opening up and expand global cooperation; Promote deepening reform and optimize the regulatory environment; Help rural revitalization and accelerate accurate poverty alleviation. Technically, digital technologies such as big data, cloud computing, artificial intelligence and virtual reality have created rich application scenarios for e-commerce, and constantly spawned new marketing models and business formats. In terms of supervision, new progress has been made in e-commerce legislation, and the draft e-commerce law has passed the second trial of the National People's Congress. The collaborative development of e-commerce and logistics express has gained new experience, and the pilot cities have made outstanding achievements in optimizing the management system of express vehicles and innovating the terminal service of express delivery.

However, Qian Fangli also believes that the development of e-commerce in China is still unbalanced and inadequate. "From a regional perspective, the east is strong and the west is weak. Online retail sales in eastern provinces and cities accounted for 85.3% of the country; Although the growth rate in the central and western regions is relatively fast, the proportion is still small. From the perspective of urban and rural areas, the categories of strong industry and weak agriculture are unbalanced, and there is a big gap between agricultural products going up and industrial products going down. In addition, traditional supervision methods are difficult to adapt to the development of new formats and new models, and it is difficult to reform and supervise the system. Fair competition order and information security protection need to be strengthened, and network security and personal information protection are facing enormous challenges. "

E-commerce promotes consumption upgrading

In Netease's latest financial report for the first quarter of this year, the e-commerce business led by Netease Koala Haibu, a cross-border e-commerce platform, performed brilliantly, with a net income of $595 million in the first quarter, a year-on-year increase of 10 1%. Also in this quarter, Netease Koala Haibao also signed strategic cooperation agreements with dozens of world-renowned brands including Denmark, Australia and other countries.

Netease koala's full-speed sea purchase reflects the powerful force of online retailing in China in stimulating consumption upgrading. It not only opens up the circulation channels for rural and low-end markets, reduces the consumption cost, meets the personalized and fragmented consumption needs of urban and rural consumers, but also builds a platform for small and medium-sized enterprises to directly connect with consumers in the national and even global markets, giving foreign brands the opportunity to share China's vast consumer goods market. The report shows that in 20 17, the contribution rate of online retail of physical goods to the growth of total retail sales of social consumer goods reached 37.9%, up 7.6 percentage points over the previous year.

For this reason, the performance of cross-border e-commerce and rural e-commerce last year was remarkable. In 20 17, the total import and export commodities of cross-border e-commerce reached 90.24 billion yuan, up 80.6% year-on-year. Although the online retail sales in rural areas is only 1.24 trillion yuan, the year-on-year growth rate is equally amazing, reaching 39. 1%.

In terms of cross-border e-commerce, import and export policies are constantly released. The State Council announced that the regulatory transition period policy would be extended to the end of 20 18, and the Ministry of Commerce and other 14 ministries and commissions jointly promoted the construction experience of "two platforms and six systems" in cross-border electronic commerce Comprehensive Experimental Zone to be replicated and popularized throughout the country. In terms of international cooperation, "Silk Road E-commerce" has steadily advanced. In 20 17, China established bilateral e-commerce cooperation mechanisms with seven countries, which promoted the negotiation of more than 10 e-commerce free trade agreements.

In terms of rural e-commerce, the report from the E-commerce Research Center, a market research organization, shows that among rural physical goods, the top three online retail sales are clothing, shoes and bags, home improvement and food and health care, which increased by 30.5%, 6.4% and 6 1.0% respectively. The top three online service products in rural areas are online travel, online catering and home life, which increased by 66.8%, 58.6% and 45.3% respectively. "This fully shows that the wave of consumption upgrading has also spread to the countryside, and the consumption consciousness of rural people is gradually moving closer to the city. The rapid growth of service products also shows that the income level of rural people has improved, the frequency of going out to play has increased, and online travel has been used. Customized services are also becoming more and more frequent. " Cao Lei, an e-commerce research center, said.

Create new employment opportunities

Li Jiaqi is neither a simple network anchor nor an online shop owner in the traditional sense. Born as a makeup artist, my current job is to teach the audience to make up in the live broadcast, and implant brand products in the process. Because he once set a record of testing more than 380 lipsticks in two hours, he was affectionately called "Brother Iron Lip" by fans. In 20 17, Li Jiaqi achieved sales of more than 60 million yuan, and the annual income of a team of 7 people reached more than150,000 yuan.

"Iron Lip Brother" represents a new profession, which is between traditional e-commerce and content entrepreneurs. They are called content e-commerce companies that sell goods live. Nowadays, the employment opportunities provided by e-commerce are no longer just online shop owners and courier brothers. With the continuous innovation of the model and the deepening integration with the traditional retail industry, many unprecedented new jobs and posts are still being created.

According to the report, the number of e-commerce employees in China reached 42.5 million, a year-on-year increase of 13%. A research report of Renmin University of China shows that in 20 17 years, Alibaba's retail ecology alone created 368 10000 jobs.

E-commerce represented by "smart retail" is stimulating new talent demand. Traditional retail department stores and supermarkets have embraced the Internet and set foot in e-commerce and new retail business. With the adjustment of industrial structure, the employment structure, posts and talent skills have also changed accordingly. For example, among the "new faces" like Boxma Xiansheng, new forms of employment such as "small boxes" and pickers have been created, and 46 Boxma stores across the country have provided more than 654.38+00000 new retail jobs. The "small box" with only one person in each store is a marketing position, and they are the key role of online communication between the box horse format and customers. Sometimes you need to be an anchor, and sometimes you need to be a community administrator to maintain high-frequency interaction with consumers online. Hong Zhipeng, a senior headhunter of Zhitong Hanmei Shoes and Clothing Project, said frankly: "Now, new retail talents who know both e-commerce practice and wired store management experience are the most sought after."

Technological innovation has also created new employment opportunities in the field of e-commerce. 2,000 stores in Liangpin Store have been connected to the smart store system. It is imperative to connect offline store resources with online. To this end, they added two new retail executive positions, namely "Vice President of Digital Operation" and "Vice President of Process IT", with an annual salary of one million yuan. Haitong, who used to be a "robot breeder" in Mason, told reporters that his job is to teach intelligent customer service robots to understand human intentions, feed them various "corpora" and teach them how to accurately match the needs of various businesses. "After my tutoring, Mason's intelligent customer service can automatically solve 65% to 70% of the problems, and even learn to encourage buyers to place orders."