The electric trader seizes the village County Blue Sea, realizes the channel sinking strategy

Recently, "Life wants to be good, hurriedly on Taobao", "wealth by Labor, thrifty to Beijing East", "the villagers see the villagers, shopping to when" and other electric propaganda slogan appeared on the rural wall. The "brush Wall" approach has been used mostly for policy advocacy and agricultural means of production marketing, and now also by the electric business bosses for reference.

According to the Beijing-east, from the four quarter of 2013 to this March, Jingdong has been in 145 cities nationwide put more than 8000 paint wall ads. A few days ago, Jingdong Mall official microblogging post way: "Can go abroad, but also to the countryside; tall up into the New York Times Square, grounding gas can be painted across the rural red brick wall. "It's a huge ad in the New York Times Square, and a propaganda language on a rural wall," he said.

With the one or two-line city market saturation and the basic determination of the competition pattern, the electric business enterprises have started to seize the rural and county domain electricity Shanglanhai and implement the channel sinking strategy.

July 3, Alibaba held "the first China's county-level economic and E-commerce Summit," the national 26 provinces and municipalities, 176 counties and urban leaders to participate in the conference, the power of strong counties have big show muscle. July 14 ~ 20th, Alibaba Department of Taobao, Poly cost-effective, Cat Electric City launched a standardized product of all the electricity delivery door-to-door activities, covering a range of more than 2,600 counties and cities, covers village.

Jingdong Accelerated Layout o2o (online to Offline, refers to the online business opportunities and the Internet, let the Internet become the front of the offline transaction-editor note). March 17 this year, Beijing East and 15 cities tens of thousands of convenience stores signed. Now, the standard convenience stores that work with them have already appeared in the countryside.

At the same time, the Third-party E-commerce platform is also committed to providing farmers with low-cost network entrepreneurial approach. According to the Ali Institute of Statistics, as of November 30, 2013, Taobao and Cat on the normal operation of the registered place in rural (including counties) of the number of online stores 2.039 million, compared with the end of 2012 growth of 24.9%, of which registered in the village-level 1.05 million, compared to the end of 2012 growth of 76.3%, A net increase of 460,000 rural shops.

Under the impetus of local government, some places have formed a production base based on product resources, and many "Amoy Bao" have appeared.

Yao, dean of the National Development Research Institute of Peking University, believes that the vigorous development of e-commerce in rural areas relies on a number of large-scale domestic network enterprises to accelerate the deepening of the Internet industry market, at the same time, after the financial crisis in China to comprehensively adjust the economic structure, industrial economic upgrading. Farmers in the coastal land to return to entrepreneurship, home to bring back the Internet trade and consumption of new ideas.

However, the electric business also faces many karez in the countryside.

Logistics is the biggest problem. At present, in addition to China Post, express company coverage can only reach the county level. Rural network shopping often need to go to county town to take goods, very inconvenient. According to the "Min Shang" magazine reported that the major electric platform express prices of the urban and rural gap is also very large. The same is a courier company can reach the area, small and medium-sized cities in the postage is at least one times more expensive than the first-tier city. Beijing Electric Dealer's same product sends the city only to need 6 yuan courier fee, Guangxi, Guizhou and so on province's postage need 12 Yuan, Xinjiang, Tibet and so on is up to 20 yuan.

In addition, the rural network popularization degree is low, the internet idea and the net buys consciousness is relatively weak. Internet penetration among urban residents has reached about 60% per cent by the end of December last year, compared with 27.6% in rural areas, according to data released by the China Internet Information Center. E-commerce experts, leisurely network CEO Li Daishan pointed out that, from the Internet penetration data, it can be said that the electric dealer in the two or three-line city layout is basically mature, but the four or five-line city and rural areas, whether from the network infrastructure or the user's trust in the network, are not enough.

However, all these obstacles can not restrain the great potential of rural e-commerce.

According to statistics published by the National Bureau of Statistics, 2013 urban residents per capita disposable income increased by 9.7%, rural residents per capita income than the previous year increased by 12.4%, faster than the town.

Alibaba released the "2013 China's County-level E-commerce Development Index Report" shows that 2013, from the county market issued about 1.4 billion parcels, received parcels of about 1.8 billion pieces. China's county-level market online shopping consumption growth rate is 13.6% higher than the city, becoming a new growth point of online shopping consumption.

Luebbe, senior Internet analyst, said in 2012, a clothing E-commerce summit revealed that the Yangtze River delta for each of the five online consumers, there is one from the countryside.

The prevalence of rural networks is also rising rapidly. Statistics published by China's Internet Information Center show that rural internet users are growing at a rate of 13.5%, up from 8% of urban growth.

In the face of such a broad development prospects, electric business enterprises in addition to the spirit of "first circle people, after the circle of money," the consistent practice of painting the wall propaganda, training farmers online shopping awareness, but also to accelerate the construction of logistics system, and strive to get through the countryside "last kilometer."

May 2013, Alibaba joined the logistics industry, set up a rookie network. This June, Alibaba and China Post, China Post to Alibaba's rookie network to open its national a hundred thousand of service outlets.

has been adhering to the construction of logistics from the Beijing-East launched a pioneer station model. Through the selection of the staff in the distribution system, the focus of the business, management training, so that it independently responsible for a county distribution work. Jingdong Mall CEO Baidu revealed that in the first half of 2014, the Beijing-East self distribution system has covered 60% of the country's counties and more than 75% of the country's cities. BEIJING-East prospectus information shows that the next 3 years, Jingdong will invest 1 billion ~12 billion dollars continue to increase logistics construction, the goal is to make the country's vast county, rural users can also enjoy the convenience of online shopping.

Now, in addition to the two major electric power business giants, the mainstream electric business new member Su Ning, supermarket whole category platform only, logistics started the Shun Fung optimization, such as electric business enterprises are also ready to send, in the electric business and logistics actively driven, the rural areas are expected to achieve faster development.