To be sure, not only in 2018, the next 3-5 years, the rural areas will be China's home appliance industry, the biggest surprise during the process of development and change.All home appliance manufacturers do not take 10 years ago, 'home appliances to the countryside' policy exit experience To assess the current rural market, not to mention any doubts or worries about the determination of the country to rejuvenate the countryside and feed the peasants.
The next few years, the rural market opportunities for business and space performance, it will certainly exceed the expectations of many home appliance manufacturers.
one
Over the past year or so, the home appliance circle visited the front-line home appliance market and found out during the platform exchange that the awareness of a large number of home appliance manufacturers in rural markets still remains at the stage of development after the exit of the policy of bringing home appliances to the countryside 10 years ago.
One side is the lack of sensitivity to the details of the development and changes in the rural market, always think that the rural market consumption is not mature, the development is not standardized, the competition is chaotic; while the demand for rural consumer groups changes, the lack of in-depth observation and analysis is always simple That rural consumers poor purchasing power, like bargain-hunting, brand-name clusters.
In fact, in the recent two years and more, a new earth-shaking new change is taking place in rural household appliances market, and its outstanding performance shows three characteristics: First, household appliances, as the family's durable consumer goods, have further consolidated and deepened their status and become almost Rural family life quality, lifestyle upgrades; especially the four major pieces of electric air ice and kitchen appliances, are ushering in a new demand, universal demand and replacement needs of the comprehensive detonating vents;
Second, the rural consumption showed a trend of multipolarization, no longer the only low figure is that appliance manufacturers who bargains, high-end goods, technology products can find their own market growth. The key is to differentiate products and services, Personalized and eye-catching. Not afraid of product selling more, I'm afraid no selling point homogeneity;
Third, the purchasing power of rural families is rapidly improving, in the past the entire consumer electronics market in rural areas generally in 'either money can not buy, or no money can not afford' two states in recent years as the national policy for rural . The continued improvement in the favorable policies of agriculture and peasants brought about not only a steady increase in peasants' income, but also the constant support policies of peasants in medical care and education so that more and more rural families dared to spend and dared to spend big money.
two
From the beginning of 2018, the rural areas, agriculture and peasants are once again highly regarded by the document No. 1 of the Central Government. They will also launch an unprecedented strategy for rural development in support of the development of agriculture, rural areas and farmers in the process of China's development. From the national strategic guidelines and measures, Series point of view, for many years ago they went to the countryside 'of Chinese home appliance manufacturers have injected a needle' stimulants'.
From a strategic point of view, this year's document No.1 of the Central Government is very different. It is not a simple sign of paying attention to and supporting the development of agriculture, rural areas and farmers. Instead, it has introduced a series of guidelines, policies and measures for supporting and landing, and truly formed a ' Policy leads, and measures under the ground ", the national strategic height and the policy connotation methods to get through, strengthen the execution.
From a strategic point of view, the attitude of the current country to the rural areas, agriculture and farmers is quite clear. That is, it is necessary to promote the industrialization of agriculture and promote the economic development in rural areas, and ultimately allow farmers to live and work in rural areas instead of simply pushing peasants into cities and peasants going upstairs. This shows that the state attaches great importance to the following development of the peasants in the rural areas: instead of simply activating rural household consumption power and purchasing power, they must first ensure peasants' life and work and ensure that peasants can live and work in rural areas.
From a change point of view, China is a typical agricultural country, but after 40 years of reform and opening up, it has entered a new industrial era and usher in new opportunities in the era of Internet of Things. Thus, industry nurtures agriculture, cities drive rural areas, narrow the gap between urban and rural areas, and prosper Rural development will be the focus of the next phase of the country's work, and will certainly focus on a large number of policies, capital, human resources and material resources to invest in rural areas. This time, the state launched the policy of "going to the mountains and going to the countryside" and other policies to promote the flow of talents to rural areas rather than simply attracting migrant workers Going into cities and making the younger generation, especially after 80, 90, becomes the greatest force in changing rural areas and agriculture.
In rural areas and cities, there will always be two biggest cakes in China. For all the home appliance manufacturers, do not give up the rural areas because of the cities, nor because the rural areas should underestimate the cities. To condense the layouts, make overall plans and make systematic efforts, this is the long strategy and Good policy.
Three
A large number of Chinese home appliance enterprises are no strangers to the rural market and have high hopes for peasants' consumption.As early as many years ago, a large number of enterprises represented by Haier, Changhong, Midea, Haier, Gree and TCL all went to the countryside one after another, Now, the retailers represented by Suning, Gome, Jingdong, and Tmall have also all along promoted the marketing, logistics and service outlets in the rural market.
The rural market, with a population of 580 million registered residents, is not small compared to the market of 790 million urban residents, but has not been continuously and effectively developed in the past few decades. More or relying on policy-driven pull-ups Sexual expansion and layout.This will also bring the rural home appliance market has been a number of appliance manufacturers in the strategic planning are 'tasteless'.
However, as the state policy continues to exert its influence on the rural market and the peasants' economic incomes and living standards have risen significantly, especially the nation's series of strategic measures have continuously radiated and covered rural markets, bringing about the future of the entire rural household appliance market. Rural population will be relatively stable within a certain period of time, and the improvement of spending power has brought about the sustainable development of the rural market.
Next, for all appliance manufacturers, the expansion of the rural market should pay attention to three dimensions: First, to have a protracted mentality, can no longer hold the mentality of speculators; Second, we must lay the product service card, which Is the only means for manufacturers to cope with market competition; Third, we must dare to start a brand war, we must use big brands and excellent products to lead the continuous upgrading of rural consumption.
 |
|