产业结构对社会的影响: 中国出现淘宝村

The posters plastered on wAlls in the isolated village of Donggaozhuang, in China’s northeastern Hebei province, do not extol the usual communist ideals of social harmony or party loyalty.

在中国河北省的偏远村庄东高庄，墙上贴的海报并没有歌颂社会和谐或者忠诚于党之类常见的共产党理想价值观。

Instead, they promise to reveal the secret to becoming an ecommerce millionaire and to help the town’s residents “reach your dreams of fortune”.

相反，它们承诺传授成为电商富翁的秘诀，帮助村庄的居民“实现发财梦”。

Donggaozhuang is just one of a dozen of so-called ‘Taobao villages’ across China – rural townships transformed by the possibility of reaching millions of potential customers with the click of a mouse, often on Taobao, the Alibaba-owned site.

东高庄不过是中国各地十几个所谓的“淘宝村”之一。只需点击鼠标，便可接触到成百上千万潜在客户，这样的机遇改变了它们。它们往往以阿里巴巴(Alibaba)旗下的淘宝网为电子商务平台。

“You don’t need to go anywhere, all you need is a computer and a network cable, you can search all the customers in the whole country,” says Liu Yuguo, a resident of the village and the owner of a growing online cashmere store.

“哪儿都不用去，只要有电脑和网线，就可以寻找全国的顾客了，”村民刘玉国（音）说。他经营羊绒的网店越做越大。

Instead of enduring a life of back-breaking work in fields for a meagre monthly income, or choosing to become migrant workers in far away coastal areas, peasants and their families in Donggaozhuang are opening online businesses selling Inner Mongolian cashmere to fashion-conscious web shoppers.

东高庄的农民和家人既不用在田间辛苦劳动，挣得微薄的收入，也不用选择去遥远的沿海地区打工，而是办起了网店，向有时尚意识的网上顾客销售内蒙古羊绒。

At the centre of this transformation is Alibaba, the Hangzhou-based company that controls 80 per cent of ecommerce in China and is set to be valued at more than $100bn when it becomes publicly listed this year.

变革的中心是阿里巴巴。这家总部位于杭州的公司控制着中国80%的电商业务，它拟在今年上市，估值将超过1000亿美元。

On Alibaba’s ecommerce sites alone, the number of online stores from rural areas has increased by nearly 50 per cent since 2012, to more than 1m. Seven out of 10 areas in China where online shopping is growing fastest are in rural, less developed parts of the country, according to Alibaba.

光是在阿里巴巴的电商网站上，来自农村地区的网店数量自2012年以来已经增长了近50%，达到100多万家。阿里巴巴表示，在中国网购增长最快的10个地区中，有7个来自较不发达的农村地区。

In Donggaozhuang, some villagers have taken this opportunity even further, by hosting online masterclasses for others wanting to cash in on China’s ecommerce boom.

在东高庄，一些村民进一步利用机会，为其他希望在中国电商热中赚一笔的人们举办在线讲习班。

For Mr Liu, the decision to open an online store in 2007 was an easy one, after various failed attempts to start more traditional businesses.

对刘玉国而言，在2007年决定开设网店并不是个艰难的选择——他之前试图创办更加传统的业务，但均告失败。

“I would never have this business offline even if I worked my whole life for it,” the 35-year-old former farmer says.

“我哪怕辛苦一辈子，也不会在线下拥有这样的生意”，这位35岁的前农民表示。