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Yard, Net,Table 　　Apples， pears and peaches color the land- scape of Qianxian County in northwest China’s Shaanxi Province. However， since last winter， pear sales have fallen. In the county’s Yanghong Town alone， millions of kilograms of pears await buyers. 　　When interviewed by Xinhua News Agency， Liang Zhanming， a farmer in Shanglumo Village of Yanghong Town， said that in 2013 his 1.2-hectare land produced 40，000 kg of pears， which sold for 4.4-4.8 yuan （$0.72-0.78） per kg and netted him a total revenue of 170，000 yuan （$27，732）. Buyers came from across the country， from as far away as south China’s Guangdong Province and Guangxi Zhuang Autonomous Region. 　　“But in 2014， beaten by harsh frosts and droughts， the pear output was only 25，000 kg，” said Liang. “Few buyers have come to buy and almost all of the pears are still in my cellars. The prices fell to 2.56-2.66 yuan（$0.42-0.43） per kg before the Spring Festival（which fell on February 19 this year）.” 　　Qiao Bin， deputy head of Yanghong Town， said that in 2014 a total of 7.5 million kg of pears were produced in the town， 2 million of which are still waiting for buyers. 　　“We’ve had difficulty selling pears this year，”he said. 　　Recently， farmers in Shanglumo Village have gotten rich from pear sales， which raised their expectations for pear prices， causing the slow pear sales this year. Most Shanglumo villagers now still wait for buyers to come and are not aware of promoting through e-commerce and other new methods of selling farm produce. Behind the unreasonable expectations on farm produce is the region’s underdeveloped ecommerce. 　　Having no access to price information from e-commerce platforms， many farmers have overestimated the sales and prices of pears. To accelerate the establishment of county-level e-commerce platforms is the solution to preventing farmers from being hurt by low prices and slow sales of farm produce. 　　China’s rural e-commerce has already shown explosive growth since 2009. Acc