[direct reporting network Beijing April 5th news] (Economic Daily) recently, the relevant policies on the introduction of electronic commerce. Industry experts said that e-commerce is not only a powerful lever for the upgrading of consumption, is also an important part of steady growth. The next 5 years, China's e-commerce will usher in a period of rapid growth. In view of the hot issue, "Economic Daily" reporter interviewed the Ministry of Commerce International Trade and Economic Cooperation Research Institute of industry internationalization strategy, deputy director of the Institute Dong Chao.

The electronic commerce will become a key way in 2016 and the "13th Five-Year" during the upgrading of consumption structure." Dong Chao said, whether it is from the point of view of the upgrading of consumption structure, or from the demand for goods, the next 5 years in the promotion of electronic commerce will be in an important position in the upgrading of consumption structure. On the one hand, the key to the upgrading of consumption structure is upgrading of consumer services, like tourism, movies, dining, accommodation, pension and other e-commerce applications very quickly to improve the degree of popularity, the birth of a number of high-speed growth of e-commerce enterprises, these enterprises from the perspective of current business in fast fierce expansion stage; on the other hand, high-income strata of commercial pursuit began to turn from "quantity" to "quality".

E-commerce development in the next 5 years, also with the circulation of the supply side of structural reforms are closely related. "This is a question that needs to be treated with dialectical view. For example, the problem of excess capacity, e-commerce is one of the reasons for the cause of the traditional business surplus, but also an important way to solve the traditional commercial overcapacity." Dong Chao told reporters.

At present, China's online retail sales have become the world's largest online retail market, online retail sales accounted for the proportion of total retail sales of social consumer goods more than 10%, and the annual growth rate of more than two digit growth. Squeezed by the online retail, many entities business difficulties, there is a greater transformation pressure. At the same time, due to the failure of circulation enterprises in our country to extend to the production and consumption, the modern management mode of production supply and marketing integration is lack. Circulation enterprises in many rely on slotting allowance, rental fee as the main profit model, business ability limited to property management, extraction of the dealer profit deduction, the lack of brand management and consumer preference research and competitive profit ability of innovation, business model homogenization now as serious, resulting in poor management of department stores, supermarkets, shopping malls and other formats or idle phenomenon increased, there is a more serious overcapacity.

"To solve the circulation of excess capacity is an important approach to the transformation of the whole channel," Dong Chao said, "this will need to conform to the" Internet plus "and the global supply chain development trend, guide leading circulation enterprises gradually from a single function to trade, transportation, distribution, used for trade, finance, information and other services to expand to accelerate the transition from the traditional, merchandise vendors to supply chain service providers, all channels of the platform, to create" Internet plus chain + financial "cross-border business complex, enhance the competitiveness of enterprises and sustainable development capacity". Dong Chao said that the circulation of the field to the inventory, can focus on the inventory of resources and the combination of business resources and e-commerce innovation and entrepreneurship.

On e-commerce encountered in the development of the short board, Dong said that currently more prominent problems in management platform, online and offline unified rules, counterfeiting and Internet fraud and other problems, "such as management platform, platform rule making power and platform responsibility does not match. In the case of the rules and transaction data are platform management, the government regulatory capacity is limited, the illegal behavior of the business is difficult to supervise, resulting in the risk of multiple. Platform alone also led to the small and medium enterprises in the use of platform trading at a disadvantage".

On these issues, Dong Chao suggested that we should start from the strengthening of the rule of law. In particular, to promote the introduction of electronic commerce law to clear the rights and obligations of the parties to the transaction. The second is to strengthen the application of big data in the regulation. For solving problems and short board, we must go to the Internet thinking from the traditional thinking,

in particular, we should attach great importance to the important role of big data in the credit system construction, the fight against infringement and counterfeiting.