In 2014, Alibaba announced the launch of the "Thousand Counties and Ten Thousand Villages Plan" strategy. It plans to invest 10 billion yuan in the next 3 to 5 years to establish 1,000 county-level service centers and 100,000 village-level service stations. Up to now, Alibaba has established more than 28,000 villages in nearly 500 counties, and rural Taobao has nearly 1,000 dedicated employees, 28,000 "village two", and 50,000 service staff. In July 2016, Alibaba's rural Taobao has been upgraded to "3.0 strategy". The village Taobao partner officially changed its name to "Village Xiaoer" on October 28, with the intention of using the new model to sink Alibaba's entire ecological service system to the countryside. Provide villagers with multiple service products covering production and life scenarios. Alibaba regards the rural strategy as one of the three major strategies, carrying the task of pushing the rural economy to the market.

In April of this year, Liu Qiangdong announced that "JD will open more than 1 million JD convenience stores across the country in the next five years. Half of them are in rural areas and in every village. This is after 10,000 JD home appliance stores. The third offline cooperation project after the plan." According to analysis by industry insiders, from the perspective of the overall layout, this is because Jingdong has changed its thinking on the rural market and "penetrated" the rural market in a physical way. At the same time, the cooperative offline store is an innovative complex combining online and offline versions, and can become a distribution channel for JD.com.

Suning is also increasing in the rural market. In 2016, Suning Tesco invested 5 billion yuan to build nearly 2,000 Suning Tesco direct-operated stores, more than 1,900 Suning Tesco authorized service outlets, 200 online local specialty pavilions, and created 20 "most beautiful villages" samples. Increase Suning's logistics coverage in the third and fourth tier markets to 87%. In response to the call of the country this year, Suning.com plans to open another 1,000 Suning.com direct-sale stores in the rural market to continue to increase its rural e-commerce strategy.