从“淘宝村”到“共富村”：丁楼村电商兴村的内在逻辑、演进阶段与经验启示

From “Taobao Village” to “Common Prosperity Village”: The Internal Logic, Evolution Stages, and Experience Insights of Dinglou Village’s E-Commerce Development

摘要: 本文以河南省民权县丁楼村为研究对象，探究其从“淘宝村”到“共富村”的电商兴村路径。分析显示，丁楼村依托本地闲置手工资源对接演出服细分市场起步，逐步构建“生产标准化、销售品牌化、物流集约化”全链条模式；通过电商协会与合作社实现协同发展，政府从基建、政策、人才等方面提供保障。其电商发展分为“初期探索(2010~2014年)”与“成熟发展(2015年至今)”两阶段，提炼出“本地化匹配、分阶段升级、组织协同、共富导向”经验，并针对同质化竞争等问题提出对策。研究指出，丁楼村为农村提供“电商兴村 + 共富落地”框架，为乡村振兴提供支撑。

Abstract: This article takes Dinglou Village in Minqian County, Henan Province as the research object, exploring its path from “Taobao Village” to “Common Prosperity Village” through e-commerce development. The analysis shows that Dinglou Village started by leveraging local idle handcraft resources to connect with the niche market of performance costumes and gradually constructed an entire chain model of “standardized production, branded sales, and integrated logistics”. Through the e-commerce association and cooperatives, it achieved cooperative development, with the government providing support in infrastructure, policies, talent, and other areas. The development of e-commerce is divided into two stages: “initial exploration (2010~2014)” and “mature development (2015 to present)”, extracting experiences such as “local matching, phased upgrading, organizational synergy, and common prosperity orientation”, and proposing countermeasures for issues such as homogenized competition. The study points out that Dinglou Village provides a framework for “e-commerce-driven village revitalization and realization of common prosperity”, supporting rural revitalization.