Poverty alleviation through rural e-commerce mode of "One Village, One Product and One Shop": a case from Suqian, Jiangsu Province

The rural E-commerce has become a hot spot in the current poverty alleviation in China. Suqian of Jiangsu Province took the lead in exploring the new path and has achieved good effects. Practice shows that the rural E-commerce mode "one village, one product and one shop" in Suqian has a favourable impact on increasing farmers' income. This paper firstly elaborates the theoretical mechanism of poverty alleviation through "one village, one product and one shop", then introduces a typical case: the "Party branch + E-commerce" poverty alleviation mode of Jidong community in Suqian, finally puts forward several enlightenments: Focus on "one product" to develop featured product brands; Strengthen "one shop" relying on multiple E-commerce plat forms; Motivate "one region" by cultivating paradigms; Form "one chain" by integrating the policy resources. This paper not only can enrich the theoretical and case research of rural E-commerce poverty alleviation in China and abroad, it also can provide decision supports for government departments in targeted poverty reduction and make some suggestions for E-commerce enterprises to enhance operating efficiency.