Internet dealers scramble for new cakes in rural new battlefield

　Do not know when to start, including Taobao, Jing-dong and when the electric business platform such as the General collective in the countryside to brush the wall, has been a long time no sign of the slogan back in the rural housing wall, the slogan and the 90 's wall often appeared "to get Rich, first road" and other content of a fight, Never thought the electric business platform will love to brush the wall.

The electric business platform brushes The wall to mark the electricity merchant to begin to value the countryside this market, but merely brushes the wall to be able to solve the electricity merchant to land the countryside the actual question? Obviously, this is impossible, an environment that does not have the Internet factor can not be able to enter the Internet age with a few slogans, so the electric trader brushes the wall to look very good, In fact, the distance from the real rural electric operators still far away.

Although the distance is very distant, but the Internet enterprise has always liked to do "first circle people again earn money" work, the surface does not look like smoke, in fact, the electric business platform has been seen the siege of the rural market battle.

Taobao: County government besieged rural economy

"Life wants good, hurriedly on Taobao", this is Taobao brush wall slogan, has always been adhering to Ali want to build a harmonious shopping ecological ideal, this ideal is now facing the rural economy. July 3, Alibaba engaged in a "first China County economy and E-commerce Summit", China's 26 provinces and municipalities, 176 counties and urban leaders gathered in Hangzhou, Alibaba West Creek Park, these people are well-known to the electrical business, but also interested in the electric business, as well as the promotion of local agricultural products and county culture, There are even places to attend.

It should be said that these leaders have a positive attitude towards the electric quotient, and quite a few have tasted the sweetness of the electric quotient. With the rise of fresh electricity merchants, Taobao and the cat have increased the support of agricultural products, Taobao's local features and the cat's Meow Fresh is its representative. Of course, in addition to these, there are more thematic activities, such as field contracts. In rural areas Ali's biggest move should be attributed to the July 10 Alibaba Group launched the channel sinking strategy, Taobao, the cat's electric city, Poly cost-effective joint, with the help of the rookie of the Network Platform logistics Standardization services and mobile phone Taobao two-dimensional code sweep code purchase, the first phase of the introduction of the broadest range of standardized products, everyone electric door-to-door, We have direct electricity to more than 2,600 counties, covers village.

Ali can see the huge market of the rural economy, but the rural Internet environment is conceivable, even if the latest data show that 20% of the net shoppers are rural people, this number is too small for the countryside. To change people's awareness of the electric quotient is to change the local electric business environment, undoubtedly, Taobao is smart, the choice of county and urban leadership as the electrical business Training object, understand the electricity business leaders can promote local township to rural electric business development, than Taobao directly into the countryside is much easier.

Jing Dong: Channel sinking into farmhouse convenience store

Have to say, the growth of Jingdong is fast, whether it is the logistics system or line under the integration of the ability, to outsiders feel that Jingdong is very pragmatic. Taobao brush the wall at the same time, Jing Dong also did not idle, the Beijing-East brush Wall slogan is "Wealth by Labor, thrifty by the East", compared to the 90 's popular "to want to be rich, fewer children have a variety of trees," such slogans, is not the same as the wonderful? Friends see here may laugh, Beijing east from the slogan can also see the hard work spirit.

Painting the wall can reflect the electrical business of the idea of advance into the countryside, but if you want to really put it into place there is still a long distance, for the electrical business, is to first cultivate rural people "electric business shopping" habit, or directly cultivate the "electric dealers sell things" thinking, these two points need to be measured. Clearly, the slogan can be seen in Beijing east is want to let more rural people through the Beijing-east of the electricity business platform to do business, direct to the rural east can sell agricultural products this idea, than to correct the public to Jingdong 3C Electrical products more direct understanding.

In fact, Jingdong is playing "both hands are hard", its "million convenience store" policy has entered the countryside, such as in the Hebei province of Luquan City, South Xincheng village, the original small supermarket shop above the door, painted on the lake blue "good folks 365" logo, the new rural standard convenience store is the new Beijing-East service platform. This convenience store not only offers more kinds of FMCG, realizes small withdrawals, savings office cards, as well as digital products, agricultural sales, and with the farm House, labor recommendations and other social services, which means that the east of Beijing, who did not want to launch the "million convenience store" plan when the rural market has been considered , it is no wonder that the Jing-dong on the channel sank as the most important Beijing-East 2014-year group strategy.

Baidu: Internet thinking "to" the University student village officer

In a lot of brush Wall Enterprise's list does not have Baidu, after all, Baidu is not the electric business platform, but Baidu as a search engine is almost universally known, so Baidu did not choose to brush the wall route. What is not known is that for the rural market, Baidu is the first action, this May Baidu launched the "Golden Phoenix" program, the content of the program is 2014 in the country 30 internet marketing training sessions, covering 3,000 university students village officials; for the pilot rural free construction site, To support the promotion of rural industries and characteristics of agricultural products. In fact, the "Golden Phoenix" plan is an important part of the search marketing experience car into the field, directly to the farmers to carry out information training, and also set up a search website marketing to help the agricultural center, to solve the unsalable problem.

The plan, in Viagra's view, is basically a "pay-for-money" approach, but the focus is still on the yell, which is called word-of-mouth effect. To guide college students ' village officials with internet thinking, and the problems that can not be solved by the village officials of college students may be included in the search Marketing Help Center, at the same time also provide the content, we need to know the field with the search engine is a concept of what, immediately have a high technology sense, while the village officials are rich blood of the younger generation, Is able to really do things.

To change the environment to change the thinking first, from the thinking of people and the above Ali's idea is the same, but the practice of Baidu is more rural implementation, although Baidu search itself has no power quotient, but Baidu's glutinous rice and other sites more in line with O2O form, is considered the internet thinking in the country landed. For Baidu, agricultural products to buy the form of sale, with the cat's poly cost-effective to go into the rural utility equivalent, search engine to change the rural environment, group buying model to help agricultural marketing, this entry point is very good.

And more platforms are about to enter the rural economy.

In the brush-wall race, when also acted as one of the characters, its slogan for "The villagers to see the fellow, shopping to be when," the slogan in the meaning of Taobao and Beijing-east is not as good as the slogan reflects the profound, but it shows when the big platform in the rural market to compete for a place of determination. In fact, such a large market does not need to scramble, each platform can rely on its own advantages to circle a part of the head is enough.

Before the article about the sinking of the electric business platform, the relevant news reflects the next to the use of the sinking strategy to enter the rural market will have suning and only products will be, two platform a just promoted to the mainstream of the electric business team, the other is a supermarket full category platform, for the rural market is naturally very urgent Now there are several major platforms in front of the test water, the next affirmation must be the two electric business platform, especially Su Ning has begun the journey of fresh electricity business, into the rural economy is sooner or later.

In addition to the above several platforms, for logistics to start the Shun Fung optimization and other businesses will certainly enter the rural market, hey guest projects can be carried out in the city, nature can also be carried out in rural areas, it is said that China post by virtue of strong geographical coverage ability has begun to try rural electricity business. At present, China's logistics coverage is only postal can reach the town and countryside, other private courier basically no rural outlets, into the rural market upsurge, the express business must begin to pay attention to urban and rural, then the logistics to start the electricity dealers will invade the rural market.

Another force that cannot be overlooked is the local government-driven electric-business project, is mainly a number of products based on the production base, many places at one time there have been many electric business village, at present, these government-driven electricity business projects are the main agricultural products, because it has local characteristics, so more has a broad space for development. For example, Zhejiang Suichang Project, condensed the local government's hard sweat, this is let Ma also applaud.

Limited to space, this article will be here, about the current major platforms to enter the rural economy of several ways has been basically said, need to explain that the resources of each platform are different, so the way to cut is not the same. No matter what way, are want to enter the rural market a piece, but to enter the rural economy is not an overnight thing, the current several major platforms have done a preliminary attempt, as for the future development, it is necessary to see the platform on the rural electric business environment changes.

Wang Jiwei, jiwei1122, micro-letter Mcjave, micro-bo @ Wang Jiwei-.