More Than Half Of Women In Agricultural Products Business Are More And More "The Rise Of Her Economy".

"At the end of 2019, the number of female retailers was 51.8%, male shopkeepers accounted for 49.2%, and female shopkeepers were 1.05 times the number of male shopkeepers."

In March 8th, the China Poverty Reduction Research Institute of Renmin University released the report on the participation of new business women and new women in the Internet agriculture. The report shows that women are not only the main force of online shopping, but also rapidly become the new force of agricultural products business. In 2019, 59% of the sales volume of agricultural products came from the shops of female shopkeepers.

The latest report of Renmin University shows that the age distribution of the "detachment of women" is mainly 80 and 90%, accounting for 71.5%. A farewell to the "nine to five" or "decades ago" decades of "male farming", starting their own business, owning their own electricity supplier shops, is becoming more young women's new life plan.

By shortening the distance between the production end and the consumer side, Internet agriculture has increased the proportion of producer surplus to workers, and increased the remuneration of women. "It has great significance for rural women to enhance their economic and social values, and also provides a new path for the realization of equal rights between men and women in rural areas", the report concluded.

　　 Women business super million: 80, 90 after the main, after 00 accounted for over 10%

The development of Internet agriculture has broken the bottleneck of traditional agriculture from the aspects of business format, industry boundary, service mode and so on, which has provided new opportunities for women to participate in agricultural management. The report analyzes the causes of "group rise" of female shopkeepers from many angles.

First, the development of the Internet and supporting facilities, especially the rapid development of the mobile Internet, has reduced the technical threshold of women's participation in Internet agriculture, and has broken the time and space constraints of women's entrepreneurship.

Two, the Internet has changed the traditional rules of interpersonal network convergence, through the mode of "social interaction + electricity providers", which has made up for the disadvantage of women in the traditional society and traditional electricity providers, and has played the role of women's patience and meticulous advantage in receiving and waiting for things. It has provided new resources and platforms for women's entrepreneurship.

Three, compared with traditional agriculture, the integration of Internet agricultural operation embodies the value of services, enhances the visibility and measurability of women's value and contribution, and makes the past women's participation in household agricultural production and management difficult to measure in a new way.

According to the different ways of employment, the report analyzes four ways to change from traditional women to new business women. Under the traditional employment mode, in the development chain of the electricity supplier, women become members of the community, or through e-commerce training, become cooperative leaders and new farmers. Under the direct employment mode, women can directly open shop to become owners of the shops, and realize home employment. With the rising of the live broadcast, young women become the new employment trend. The rapid development of quantity, a large number of shops, art, photography, platform operation training and other derivative jobs, attracted a large number of female employment.

As a large agricultural product upstream business platform, many spells are being favored by more and more female entrepreneurs. Wang Ning, the head of the official flagship store of Huasheng Leng energy, interviewed many of the research and interview partners in 2016. He has sold 480 million yuan of all kinds of fruits and vegetables on the platform since he settled in a lot of products.

Wang Ning mainly focuses on short warranty products with short shelf life, short sales cycle and quick return of funds, but the unit price of customers is relatively low. This requires fine operation and needs to deal with a lot of trivial tasks. The threshold is relatively high, which is exactly the characteristic of meticulous and rigorous work done by women. She said that the proportion of female employees in her team was 67%.

According to the report data, from the age distribution, 38.7% of the female shoppers, such as Wang Ning, accounted for 32.8% of the post-90s women, and the combined total of 71.5% was the backbone of the female shopkeeper. What is impressive is that with the rapid development of Internet Celebrities and anchors, 00 of them have taken up 10.4% of the many female shopkeepers.

Unlike sales of agricultural products, male shopkeepers still account for 62.4% of the total number of active shops in 2019. Overall, female shopkeepers account for more than 30% of the owners of many more platforms, with a total number of over 1 million people. In small and medium-sized shops, the proportion of female shopkeepers has risen to 40%.

　　 Female anchor with strong capacity to actively build up the whole industry chain of agricultural products

According to the report, in 2019, the turnover of many agricultural products (vice) products reached 136 billion 400 million yuan, of which 40% were contributed by new rural women's shops. From the data collected in 2019, the number of orders for female shopkeepers operated on the platform increased by more than 89.9% over the same period last year, and the growth rate of GMV reached 99.4% year-on-year. From the scale of the transaction, the sales growth rate of female farm produce operators is about three times that of the national average.

At the beginning of 2020, a sudden outbreak changed the pace of life for most people. During the spring launch of "epidemic prevention and aid agriculture", many female farmers sold more than 2 million jin of agricultural products. In the shops that sell millions of annual sales, women account for 14% of the shops. This year, affected by the epidemic, the delivery time was delayed, and the supply chain was facing new changes. 26% of the female shop owners chose to broadcast at home, which led to tens of millions of orders, and showed strong ability to carry goods.

The epidemic situation in Henan is more serious. Li Shan, the founder of many businesses and Shui Yi Nong brand, simply introduces himself to live and introduces his products to consumers. "The platform has launched a series of subsidies for agricultural products and logistics to cope with the epidemic. Now the operation has basically returned to normal," Li Shan, who was born in 1988, said that after three or four years of development, from the integration of pure sales to processing and sales, the "production and processing terminals" will be incorporated into their own business system to earn more profits.

It is located in the town of Pooi County, the town of electric business pioneer poverty alleviation base, is the local implementation of poverty alleviation projects built by the poverty alleviation workshop, 33 acres of plant 5 years rent free to Li Shan. At present, there are about 270 workers in her factory, and the amount of odd jobs can reach more than 500 at rush hour, which will help the poor households to get 40 jobs.

　　 More inclusive, more inclusive, more yuan: support women to create new business civilization

With the upgrading of consumption, consumers' demand for shopping experience is higher and higher, which makes the advantages of female practitioners more obvious. Shop "go together". In 2019, GMV broke 100 million yuan, and disabled Zhou Miao served as a customer service in the shop. 17:30-23:00 was her regular working hours every day, with a monthly salary of more than 3000 yuan. She has to be patient and happy to answer a lot of consumer questions every day.

9 years ago, she was paraplegic in a car accident. "I stayed in bed for seven or eight years, and I felt like a wreck. Now I am different. Every day I am learning from Guang Xiang (her other male disabled colleague) who can learn to feed themselves, and this feeling is especially good. The data also show that the number of shops run by female shopkeepers is higher than the average level of the platform.

The report also analyzes the education level of many female shopkeepers. According to the data in 2019, high school education accounted for 39.6% of the many female shopkeepers, followed by undergraduate education, accounting for 25.7%. High school students and college students became the mainstream of many female shoppers. Female shopkeepers of primary school, master's degree and doctorate degree accounted for 21.1%, 10.2% and 3.4% respectively. With the deepening of the operation and understanding of Internet technology and e-commerce platform, new rural women are becoming the key drivers of China's agricultural products.

Generally speaking, the new rural women are in the process of fast contact with the electricity supplier. The report suggests that the maturity of the Internet economy should take into account the input needs matching with different female groups. "Women in poor areas are at a disadvantage in terms of education and funding. The development of the Internet in the future should not only be more popular, but also be more empowered, so that the electricity supplier will not only become a channel for resource realisation, but also a channel to enhance human capital. More women go to create a more inclusive and diverse business world.