3个镇获评“中国淘宝镇”，22个村获评“中国淘宝村”：电子商务的沭阳路径探寻 -网上宿迁
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3个镇获评“中国淘宝镇”，22个村获评“中国淘宝村”：电子商务的沭阳路径探寻
宿迁网讯 （记者 张云 通讯员 吕述谡 张毅 蔡会）12月24日至25日，第三届中国淘宝村高峰论坛在浙江省丽水市隆重举行。
在24日举行的2015年度全国淘宝村/淘宝镇名单发布暨授牌仪式上，沭阳县的新河、颜集、庙头3个镇获评“中国淘宝镇”，新槐村、堰下村、庙头社区等22个村获评“中国淘宝村”。沭阳县淘宝镇数量占全省四分之一、淘宝村数量占全省六分之一，新河镇成为全国首个实现淘宝村100%全覆盖的乡镇。沭阳县成为全国五大淘宝村集群之一。
数据表明，目前，沭阳县网商数量达3万余家，预计今年全县网上交易总额将达65亿元，快递发件量将达6000万件，这意味着，平均每一秒钟就有两件快递从沭阳发往世界各地。据阿里研究院的统计数据显示，沭阳农产品线上交易规模居全国前三位。
沭阳县委书记胡建军认为，50多万亩的花卉种植面积，是沭阳电子商务发展的保证，“然而单是杂粮锅贴不好吃，蘸了酱的杂粮锅贴才好吃。”胡建军说，就农业谈农业，农业永远没希望。用互联网串起农村一二三产业，发展“实体＋互联网”，才能走出发展农村“第六产业”的县域特色。
当前，沭阳借力“互联网＋”，推动“大众创业万众创新”的浪潮蓬勃兴起，急速涌动。在强手如林的互联网经济发展中，沭阳异军突起，走出了一条独具特色的电子商务发展新路径。
电商改变的传统乡村
在堰下村村民宋常海的家里，共有3台电脑，他开设的“你是小花农”网店建立于2010年，目前已是2皇冠店铺，他的经营秘诀是“尽量自制图片+提高进货标准”，从而实现差异化竞争。从最初的打工族，到如今的县城楼房、汽车一应俱全，电子商务已经给他的生活带来了翻天覆地的变化。而在堰下村，大多数农户都已经在县城置办了房产。
堰下村是全国首批20个“淘宝村”之一，此次再获此殊荣。该村党总支书记李彦春介绍说，全村共有网店700多个，仅快递企业就有11家入驻。
过去，与中国所有的乡村一样，这里的农民日出而作、日落而息，不知漆黑夜下劳作为何物。而现在，这个乡村最忙碌的时刻，通常始于午后，并且一直持续到傍晚之后，客服的工作更要持续到凌晨。
早在2000年左右，互联网还没有被广泛进行商业应用之时，该县新河镇的一些农民就开始利用贴吧、论坛在网上展示、推销自己庄稼地里的花卉苗木。2003年10月，部分青年人尝试在淘宝网开网店。十多年过去了，该县网店数量已达3万余家。
村民的作息时间表随着他们的客户而调整———那些散落在全国各地的网上购物族群们，在一天工作的闲暇之余逛逛网店，寻找、咨询、下单，这通常是在下午或者下班后的晚上。
不足3000人口的周圈村位于沭阳县新河镇，它在外界有个更为响亮的名头———中国互联网盆景第一村。周圈村是沭阳的花木发源地，近年来电商发展红火，据称全村自产的400多种苗木绿植花卉基本上都是通过互联网平台售往全国各地。有两个数字很能说明问题，周圈村的农户数为631户，全村开的网店就超过560家。
网络创业正在改变着沭阳传统的乡村。在同是“中国淘宝村”的沭阳县新河镇解桥村，宇宙干花工艺品厂魏良余家俨然变成了一个干花生产线，门前的小广场上，已包装好等待发往全国的干花堆成一座小山，门里门外，正在做干花的、打包的、接单的工人忙得不亦乐乎。魏良余兴奋地告诉记者，他每天正常接单一、二百个，多的超过300个。
魏良余分析说，从目前订单客户来看，全国各地都有，远到新疆西藏，而且以私人订户为主，所订购的干花以叶脉花、玉米花等用于室内装饰的居多，他的网店主要在天猫、京东、淘宝等上，以每单100元算的话，日销售额超万元。
新河镇网络创业办公室主任应学峰介绍说，目前，解桥村共有600多户淘宝户，其中大多数以干花销售为主，平时年销售100万元以上的，就超过50家。
在这些淘宝村里，村民认为，变化最直观的是，村里的车比过去多多了。魏良余认为，多的不仅仅是车，还有人。几乎所有开网店的村民家里都雇了人，如果碰上双十一、双十二这样的购物狂欢节，雇的人还得翻倍。
网络创业给当地群众带来了实实在在的收入，许多农民通过开网店开上了私家车，住进了楼房。目前，新河、颜集、扎下三个乡镇的私家车户均拥有量位居全市前列。
线上线下的产业融合
“佳妮花卉园艺包邮馆”由庙头镇庙头社区居民沈杰于2014年1月创办，该网店主要经营盆栽、蔬菜、种子及园艺用品等，目前信誉等级5皇冠，月成交量约2.3万单，月销售额70余万元左右，用工20余人。目前，月交易单量位居淘宝花卉类店铺第三名。
在沭阳县3万余家网商中，约有80%从事花卉苗木类商品的销售。3个淘宝镇和22个淘宝村中的商品种类从籽种、树苗、鲜花，到干花、盆景、乔木，从花盆、肥料、铁锹，到遮阳网、洒水壶、保鲜膜，一应俱全，应有尽有。淘宝上约40%的花卉苗木销售集中在沭阳，这相当于消费者从网上购买的每两件花木商品中就几乎有一件来自沭阳。
“电子商务发展给沭阳各类特色产业带来了发展新机遇，展翅‘互联网＋’，激发全民创业的热情，促进了产业转型升级，助推了县域经济又好又快发展。”沭阳县委副书记、县长卞建军说。
沭阳是全国闻名的花木之乡，也是全国最大的花木种植基地，建有国内最大的干花生产基地，花木从业人员达20万。近年来，该县依托全县花木资源优势，大力开展网络创业工程，推行“花农上网”和“农产品网上直销”等模式，去年网上销售额达40亿元，其中花木销售额占半数。
花木电商产业的兴盛发展，也带动了花盆、干花、园艺、旅游等相关产业的配套发展。另外，沭阳也是全国最大的图书集散地之一，当前，图书电商产业的集群集聚，也带动了出版、印刷、包装等行业的兴旺。随着电商发展的突飞猛进，物流运输需求持续增加，快递行业快速发展。仅以新河镇为例，镇区已集聚37家快递公司，一年发货量多达2000万件。
在激烈的市场竞争中，质量是生命线。发展网络创业是抢抓市场机遇、更早占领市场、提高竞争优势的需要，提升网络创业质态，则是沭阳网络创业者立足市场的根本。
为推进网络创业，近年来，沭阳顺势而为、因势利导，通过召开网络创业推进会、会办会动员部署，鼓励更多群众参与网络创业，推动“草根经济”向“品牌经济”转变。
该县通过实施“互联网+农业”计划，推动至少100个村居开展“一村一品一店”工作，鼓励各类农业生产销售主体开展网络销售，推进农村电子商务发展。沭阳不断总结推广“互联网+花木”特色产业成功经验，推动了其他产业“上网触电”，一个全新的“在线产业带”正在沭阳形成。
伴随着销售渠道的不断拓宽，线下从育种组培、栽植管护，到市场批发、物流配送；线上从店铺装修、摄影美工，到客服推广、运营策划，沭阳实现从线下到线上、虚拟到实体的高度融合。
该县还针对“线下”商品供应零散、专业供货渠道建设滞后的现实，充分发挥市场在资源配置中的积极作用，引导建设布局合理、种类齐全的专业“线下淘宝商品供应市场”，通过方便快捷的线下供货来辐射带动周边农户的网上销售。通过科学规划、完善配套等方式引导干花产业、物流行业等集聚发展，努力形成“线上—线下—网店—市场—物流”大循环格局。
政府搭建的创客舞台
“我们电商以往苦于没有固定资产而贷不了款。现在有了‘电商贷’，银行按照我们上年营业额的10%比例给我们贷款。”沭阳伊莎贸易有限公司总经理耿巍说，有了资金保障，他的企业越做越大，如今在天猫商城已成“全网单品销售冠军”，年销售额超1.5亿元。除了在全省率先开展“电商贷”业务，沭阳运用市场机制加大资金扶持，目前该县正与江苏银行合作开发“创业宝”信贷产品，对注册成为县网络创业公共服务平台会员的电商，提供2万元的免抵押担保贷款扶持。县财政设立的1500万元专项发展资金已成为创客的金融“蓄水池”。
一个产业的快速发展既离不开市场的刚性需求，也离不开政府的服务与支持。该县专门出台电子商务发展指导意见，围绕资金、基础设施、培训等方面，瞄准瓶颈精准发力。在推进过程中，县里坚持“到位不缺位、补位不越位”的原则，科学定位政府工作边界，按照“需求导向、市场机制、精准扶持、优化环境”的思路，围绕广大创业者“入门之前缺引导、起步阶段缺培训、发展阶段缺资金、升级阶段缺人才”等痛点，重点做好扶持工作。
创新服务理念加强人才培训。县里通过政府购买服务的方式，面向社会免费开展电子商务初始培训、提升培训和精英培训。今年以来，已累计培训5000余人次。同时，该县职业院校也开设电子商务专业，为电商发展提供了智力支撑。
运用互联网思维加强载体建设。近年来，该县加快众创空间、孵化基地、示范基地等平台建设，鼓励科技人员、大学生等创新创业，免费或优先提供办公地点，设置创客咖啡、路演室和洽谈室等，让创客们拥有发布新产品、寻找投资人、推广商业模式等空间，以“拎包即入”的便利性降低创业初期的成本。该县还完善县网络创业公共服务平台建设，线上部分提供政策咨询、入门辅导、营销技巧、论坛交流、在线下单等服务；线下部分提供仓储配送、售后保障、代发代收等服务，在为创业者服务的同时推广沭阳地产品，让初始创业人员零库存、零风险开启创业征程。
为完善基础配套，沭阳加快仓储基础设施建设，建设1.28万平方米仓储基地，为创业者免费提供仓储场所。还形成了“创业者—百盟物流园—县网络创业者协会”三方合作机制，百盟物流园投资建设仓储用房，县网络创业者协会提供担保，创业者免费或优惠使用，目前合作协议已签订，开始正式运营。
政企互动机制在沭阳已然形成，阿里巴巴在该县花木类电商中开展“奖优惩劣”活动，实行“投诉信息共同享用、欺诈事件协同处理、信用评定互相认可、新开店铺政府备案”的合作方式，有效净化网络交易环境。今年7月，该县联合淘宝建立的1000万元种苗网络交易诚信基金正式投入使用。当沭阳卖家因为种苗质量问题给买家造成明显损失时，政府将进行先行赔付，这在全国县级城市中尚属首家。
解决农村问题的样本价值
在沭阳，一个耐人寻味的现象是，过去，青壮年一代都喜欢外出打工，这些年随着电商的迅速发展，回流人数明显增多，如今将近一半外出务工者返乡创业就业，越来越多的沭阳人正在回归的路上。
电商发展推动了农业转型升级，反哺了实体产业。以前，该县花木种植较为零散，缺乏规模效应，产业发展层次较低。沭阳县副县长顾宇认为，电子商务催生了一大批花木种植大户、家庭农场，极大地提升了花木产业的专业化、规模化、集约化水平，让一大批农村青壮年“离土不离乡”，就近创业就业。
全县花卉苗木种植面积从2001年的4万亩发展到今天的50万亩，有力带动了农业结构的优化调整。在“淘宝村”产业链条中，从种植到销售，从客服到采购，从包装到物流，较低的就业门槛极大地消化了农村劳动力，目前，沭阳电子商务间接带动从业人数约15万人。
有了人便有了生气、有了活力。在沭阳的“淘宝村”里，几乎没有“留守儿童、空巢老人”等农村问题，不仅治安案件相对很少，甚至连各种信访事件都很少。庙头镇聚贤村还获得第四届全国文明村殊荣。做“淘宝”让大家忙起来、富起来的同时，也让“家庭更和睦、农村更安宁”。
业内人士认为，在工业化、城市化的进程中，农村的留守儿童、空巢老人、环境污染、文化凋敝等问题接踵而至，而沭阳的淘宝村经验正具有解决这些问题的样本价值和借鉴作用。
在当前农村，迫切需要解决的问题，一是农民问题，也就是如何提高仍然留在农村、依赖土地的这部分农民的落后技能和理念；二是农业问题，也就是如何让农产品能够直接对接消费者，找到合理价格，提高经济效益，使土地更具吸引力。
沭阳的实践，同时也是对“一把让庄稼汉能够熟练使用、让农产品能够与大市场高效对接的钥匙”的探寻。该县所致力的“主体是庄稼汉、资源是庄稼地、商品是农产品、钥匙是淘宝店”的模式，恰恰较好地解决了这个问题。
正是因为这种样本价值和借鉴作用，《人民日报》、中央电视台《新闻联播》、新华社内参、《新华日报》、中江网等数十家主流媒体先后对沭阳农村电商发展情况进行了报道。也正是凭着本地淘宝镇、淘宝村特色、电商政策环境、交通和会场设施、大型活动经验等优势，沭阳县在第四届中国淘宝村高峰论坛举办地复赛中脱颖而出，获得2016年第四届淘宝村高峰论坛举办权。在昨日下午的中国淘宝村高峰论坛交接仪式上，沭阳正式接过举办权接力棒。
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