So how does Chinese e-commerce communicate with the Chinese peasantry? Basically, it does the old time rural Communist Party thing, ie it gets a pot of paint and heads to the nearest village wall. In some cases, what it does is adapt the old CPC technique of designating 'model villages'
As of 2013, there are officially 20 “Taobao villages” in China. To be on the list, at least 10% of the village’s households need to be operating online stores, and the total annual village e-commerce revenue must exceed $1.6 million.
Wall slogans used to say things like 'abort when you should or we will take your house and cow' and 'those who are poor should be ashamed' and suchlike pithy expressions of the government's will. So 'To get rich, build roads first. To shop, search on Baidu first' is a decided improvement.