E-commerce orders in rural areas in China saw a surge during the Spring Festival. Sales and active user data released by various e-commerce platforms indicate that the rural market has become a significant growth driver for the entire Chinese e-commerce industry. The festival triggered a demand outbreak, which prompted e-commerce platforms, online retailers, and express enterprises to accelerate their business expansion in rural areas.E-commerce, short video, and new consumption have made inroads into the rural market. Major internet giants have turned to foreign and rural market expansion, with the first and second-tier cities reaching saturation. The rural e-commerce market has exceeded 2 trillion CNY, with the rural retail sales growth rate surpassing the national e-commerce growth rate for several years. Besides e-commerce, short video platforms (Such as Kuaishou) are the most notable presence in the rural market. These platforms provide new entertainment options for users in rural markets and the elderly population. Express delivery companies, e-commerce platforms, short video platforms, and new consumption ventures have continued to invest in the rural market in recent years.
The final challenges that need addressing include the construction of e-commerce infrastructure, such as express logistics, and difficulties, such as the popularization of mobile internet and the changing consumption habits of the rural population. Recent user data indicates that the coverage rate of express delivery in villages is increasing, and internet infrastructure construction is becoming more comprehensive in the rural market. In the first half of last year, the rate of new users from the rural market on platforms like Douyin, Pinduoduo, and JD exceeded 50%, with Douyin boasting a 63.3% rate of new users from the rural market.
