In an exclusive interview with China Daily, Zhou Li'an, a member of the 14th CPPCC National Committee and a professor at Peking University's Guanghua School of Management, said the development of rural e-commerce must shift from price competition to value creation and explore the adoption of professional management mechanisms such as the "rural CEO" model.

He noted that rural e-commerce is facing fierce competition driven by product homogeneity, stressing the need to develop integrated business models to create distinctive value. Regarding industrial development, he suggested introducing "rural CEOs" to inject new vitality into rural industries through professional management.