Rural market, once all household appliances businesses mixed flavor, now has become a brand, e-commerce chiefs competing for the fragrant 馍 馍.
1, electricity providers split the self-proclaimed rural fortress
In 2015, the state deepened rural reform. The 18th National Congress proposed a new type of urbanization, with urbanization on the ground nearby and a vigorous development of small and medium-sized towns and villages. Rural areas have become the focus of development and industrial upgrading in rural areas has become a major outlet. In early 2017, the State Council promulgated a Emphasizing on focusing on 'agriculture, rural areas and farmers' and promoting rural e-commerce as an important part of supply-side structural reform. From the cursory excerpts of the document vocabulary, we can see the country's hope in the rural e-commerce industry. In recent years, following the national policy, the mainstream electricity providers invariably regard 'rural electricity suppliers' as their next important strategic direction and the dividends of the Internet economy are further released to the rural areas.
In recent years, the double eleven transcripts of Jingdong mentions the rural market: In 2016, rural household appliances in Jingangdong realized 30% sales of JDU appliances in the double big promotion, and large capacity refrigerators of more than 280 liters accounted for 15% 60% of the sales of refrigerators, 55 inches above the large-screen TV, washing machines and inverter air conditioner and other high-end products in their respective categories accounted for more than or close to 50% of the proportion of sales of hood and heater category were more than 2015 Year more than doubled and 1.8 times or more.In 2017, sales in rural areas accounted for 40% of the sales of large appliances during the Jingdong double 11, and the growth rate is much higher than the city, the average size of the rural market TV 5 inches larger than the city , Air-conditioning big 0.5, water purifier sales year-on-year surge of 10 times.Nowadays, China has more than 1700 Jingdong help and more than 7,000 home appliance stores, covering a total of 25,000 towns and more than 500,000 villages .
Lynx data show that this year 'Lynx double 11', launched by rural Taobao Lynx excellent products, to achieve a large number of international brands and first-line sinking rural market, create 'million village celebration, excellent product Hi Buy' double 11 As of November 11 at 24 o'clock, rural Taobao orders total nearly 20 million, the turnover of nearly 3.2 billion yuan, compared with last year's Lynx double 11 increased by 8 times in the commodity side, mobile phones, flat-panel TVs, Refrigerators, washing machines, air conditioners in the forefront of sales in Lynx superior products, TCL55-inch song-screen TV, and the United States of the most popular double-door refrigerator friends friends, Little Swan, two washing machines and Hisense 55-inch color TV , But also ranked the top 5. Double 11 day, Lynx's total turnover of close to 200 million yuan.
Suning has now deployed more than 2,000 Suning Tesco direct stores and more than 400 online Chinese special museums in the rural market in the country, bringing more than 10,000 young people back home to start-up employment and providing more than 15 million peasants with high-quality and high-quality services. A total of more than 200 million farmers benefit.Suning online and offline integration of O2O mode to promote the development of rural electricity providers.
Tmall, Jingdong, Suning vigorously layout, so that many people think that as long as the rural home appliance market as electricity providers, such as the same as the blood vessels, follow the trend, adjust their own development strategy, you can have the ease and comfort.
In fact, this idea is too naive, is a static view of the dogma of the market, the rural household appliances market is too simple, did not see the domestic market because of the imbalance in geo-economic development caused by the complexity of the demand, did not see the user The evolution of demand, but also did not see the complexity of the rural home appliance market.
2, how far away from the real detonation of rural household appliances?
The improvement of living quality and upgrading of consumers have driven home appliances to adapt to people's needs and tend to be high-end and personalized upgrades. However, China's vast territory and uneven development are bound to exist. Therefore, the contradictions still existing in the market still exist.
From the perspective of regional economy, the first- and second-tier markets dominate the more-demand needs, with the overall economy developed and high-end demand occupying a dominant position while there are still many popularization needs in the rural market. Although they are just catching up with the urbanization process in rural areas, The popularization of rural household appliances is still going on.For example, cloud, Guizhou, Sichuan, Shaanxi, Gansu, Qing and other mountainous areas in recent years before getting out of economic poverty, the popularity of home appliances is not high, electricity providers have not yet universal, these areas of home appliances Demand is still in the low-end ownership stage.
In addition, the vast territory of our country, whether climate or spending habits there is a great geographical differences, such as hot in the south, cold in the north, the city voltage is normal, the rural voltage is generally low, etc., the existence of these regional differences, the home appliances Function, quality have put forward different requirements.However, many consumers because of the lack of relevant knowledge, often neglected in the purchase of home appliances, and most of the home appliances are in the world, resulting in some products in different places to the consumer For example, superior quality in the south can make people feel unreliable in the north; the same function is very useful in the southeast, but it becomes a weakness in the northwest; it works well in the urban areas, It is often unable to use, etc. In recent years though the transformation of the power grid, rural electricity environment has been significantly improved, for now, rural low voltage conditions are still very common, the policy of home appliances to the countryside is even more clearly defined Township products should be equipped with low-voltage start-up function. Acclimation of appliances seems to be common, the impact is very large, ranging from the impact of the use of Fruit, resulting in a waste function, weight will shorten the product life, even a security risk.
From the perspective of sales channels, although the electricity supplier is in a rapid development, its share in the relatively obscured rural areas is at a disadvantage. On the current rural market, there have been a series of problems including the provincial serial merchants, Merchants, agents shipping, Jingdong and Lynx, Suning line shipping phenomenon, in general, is a multi-party melee, each supernatural power.In the rural market snatch process, whether it is manufacturers, or e-commerce channels, chain channels, As well as the traditional wholesale channels, all the resources have the final say, who the hands of the low price, who will be able to snatch the biggest piece of cake in this economic environment, a large number of rural market appliance dealers, home appliance stores are naturally Where is the goods cheaper, where to pick up the goods, do not consider, is not there FALSIFYING, is not the original delivery channels will disappear, the demand for the king, the goods more wins.
From the consumer demand point of view, the city has the human touch in the city, from the past to the present, the rural household appliances market is still low prices for the king, the townsfolk folks are the criteria for price cuts in the current market environment, the same brand and Products, who is the supplier of cheap natural who dominated the electricity supplier was originally by the impact of low-cost market fortune, Haier, the United States, Gree, Hisense, these giants giants, naturally will not easily allow Jingdong, Lynx Low prices on the line to impact rural channels and physical stores, electricity providers are more rural areas with inadequate channels for the development of rural home appliances brand. However, according to Orville cloud network data show that 69.7% of users Concerned about the product brand, 49.3% of consumers concerned about product prices, 27.7% of consumers concerned about the product itself, 27.7% of consumers concerned about the service, 17.3% of consumers concerned about the promotion, the brand has become the primary choice, the advantages of e-commerce once again Weakened.
To develop the rural market and use the mature experience of the first or second market to go is extremely tricky. Although the electricity supplier has split the market of rural household appliances, but want to really make achievements in the rural market, but also to re-understand and sort out the market, rural areas Consumer demand for home appliances research to understand consumer demand for functional products, so that rural users can use more satisfactory home appliances, detonated the rural market.