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“I make more money than many other rural women,” said An Guixiang, a 53-year-old villager in Wantou, Shandong Province. An, dressed in a stylish checkered shirt, is one of the village’s e-commerce mini-moguls. Her annual net profits of more than US$20,000 （triple the income of the erage resident in Beijing） comes from her wholesale business, selling straw woven products to 191 retailers on Taobao and Tmall, online retail platforms operated by the world’s largest e-commerce company Alibaba, based in Hangzhou, Zhejiang Province.
The Internet has made handicrafts, a local tradition in Wantou, into an industry with sales worth US$10 million per year. Before that, the market was very all, and unsold merchandise was often burned as household fuel. Now, nearly half of the village’s 1,617 households are engaged in this business, and products made in Wantou are exported around the world.
By the end of 2012, Chinese rural residents in towns and villages were operating a total of 595,700 Taobao and Tmall outlets, according to a survey released in August by AliResearch, Alibaba’s research institute. Taking into account the 700,000 villages and 165 million rural Internet users throughout the country, the potential for e-commerce in rural China is enormous.
E-Twee
“Want a better life? Get on Taobao,” or “No need to go searching east and west – getting on Taobao at home is best.” The white walls around Wantou are daubed with slogans aimed at rallying the village’s army of potential online merchants. More than 20 domestic courier companies, including China’s five largest, he offices in Wantou, and compete fiercely for supremacy. While many residents in Chinese villages only he access to the Postal Sings Bank, Wantou boasts a wide range of banking options.
In 2005, 20-year-old villager Hu Wei opened Wantou’s first online store selling straw woven products. By 2008, it had made quite a splash on the market, leading many other villagers to follow suit –Hu personally tutored many of them on the finer points of operating an online store.
“Our customers are white-collar workers. I give our products soul,” said Meng Lili, an online retailer in her 30s who owns the largest Taobao store in the village. Selling kitschy straw baskets, boxes, coasters and coffee tables covered with floral-patterned cloth, Meng hopes to please urbanite customers with products that are, as her store’s maxim goes： “heartwarming, and easy on the eyes.”
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