The “Customers and Fresh Agri. Product’ s Co-Loading” Mode in Rural Fresh Agri. Produces’ E-commerce Based on Shared Logistics：A Case Study on Minority Township in Guanzhuang of Shanghang County in Fujian

Through analyzing the current situation of e-commerce logistics in Guanzhuang minority township of Shanghang county in Fujian, it is found that there are many problems in the current rural areas. For example, the cold chain logistics can not achieve the goal of “village to village” and fresh agricultural products couldn’ t be exported easily. Based on this circumstance, this paper puts forward the mode of Customers and Fresh Agri. Product’ s Co-Loading from the perspective of shared logistics and analyzes the applicability of the mode by taking Guanzhuang minority township as an case. The results show that the mode is suitable for fresh agricultural products with strong demand. At the same time, the “fresh transport” business could be expanded based on the existing passenger transport business only including the rural areas with accessible roads, full coverage of information networks, formation of basic passenger transport networks, and farmers with basic knowledge of e-commerce and cold chain logistics. In the specific implementation process, it suggests that local government should not only provide financial and tax support but also improve government’ s supervision capacity, strengthen the linkage between government, school and enterprise, jointly cultivate rural e-commerce logistics talents to support the development of rural fresh e-commerce.