Zhang Jindong, chairman of Suning Holdings Group

Zhang found fake and low-quality goods were running rampant in rural consumer markets because of traditional operation modes and delays in the retail supply system. Insufficient supply of high-quality products and services has become the main problem restraining the development of the rural retail market.

He suggested quality improvement in products and services as the major direction in upgrading consumption in rural areas. Consumption potential in rural areas can be fully unleashed by enabling local small and micro retailers to go digital, making them the upgrade driver for rural consumers. In addition, e-commerce talent training in rural areas should be considered a systematic project to lay a solid talent base for reconstructing rural retail, with integrated development of online and offline channels.