800 million of the population is hard to cultivate in the rural market? That's not the case. How to go to the countryside of the enterprises in the day to see the different paths

The huge rural market makes the day of the eldest brother Procter and Gamble also dare not to lightly. CFP from obscure to become shampoo giant, is by virtue of the star effect. To enter the rural market, Overlord still insists on this strategy. Comics: Chen Ting A group of digital changes, so that two years ago on the launch of the "Thousand Village" market project to find more realistic impetus: Guangdong Province, 2008 years of cosmetics sales fell 5.5%, Hubei province, 2009 years of the first quarter cosmetics retail sales growth 24.2%, In Anhui Province, cosmetics retail sales grew 34.8% in 1-2 months, and cosmetics sales in Sichuan province rose 19.6% in the first quarter. In the rural market with 800 million people, even if everyone only increases 10 yuan, the impact on Chinese cosmetics consumption is staggering.　　Chi Jianning, managing director of Shanghai Home Group Co., Ltd. sees the enormous potential of Chinese rural daily consumption. May 16, China Cosmetics Industry Forum held in Shanghai, will be published in the 2009 China Cosmetics industry Development Trend Blue Book (hereinafter referred to as "Blue Book"), "Blue Book" pointed out that the vast rural market will become a change in the future competitive structure of the important force. "On the one hand, the mass consumer market by the global financial turmoil impact relatively small, some even change the original use of high-grade goods habit, on the other hand, the National macro policy adjustment and support, but also for the middle and low-end rural market opened a broader space. "Urban and rural, inland consumption growth obviously although the daily industry has been mainly domestic market, the impact of the international financial turmoil is not small, but the day of the industry to rely on the city plate, began to highlight the risk of regional development imbalance." According to the data provided by the Blue Book, in the first 10 years, with the urbanization process, the city in the domestic market in the breakdown of consumption structure, urban consumer goods retail share of the rise, its share from 2000 62.8% to 2008 68.3%. By contrast, The proportion of counties and below county level fell to 31.7%. However, in the context of the global financial crisis, the original consumption situation in urban and rural areas has changed direction: 2009 Quarterly statistics, counties and counties below the growth rate of retail sales faster than the city.　　Among them, the county and county retail sales growth of 17%, urban consumer goods sales growth of 14.1% year-on-year. This result is obviously not because of accidental factors, because the recent coastal and inland consumption statistics also has a key change: Guangdong Province, 2008 years of cosmetics sales fell 5.5%, Hubei province, 2009 years of the first quarter cosmetics retail sales growth 24.2%, Anhui province 1-2 months cosmetic retail sales growth 34.8%,　　Cosmetics retail sales in Sichuan province rose 19.6% in the first quarter. The changes in the above two sets of data show that high-end cosmetics consumption in big cities is slowing down, while the relative low-end product consumption has increased. L ' Oreal, the world's largest cosmetics company, is also in the market of consumption "moving from high to low". According to the group's 2008-year earnings, the group's net profit was 1.948 billion euros,2007 fell 26.6%. In the face of the financial crisis brought about by the contraction of consumption, l ' Oreal Group has played a strategy to extend the low-end brand, in the Chinese market will increase the small nurses, Garnier and other popular brands investment.　　In advertising, l ' Oreal maintained its highest growth rate of 89%.　　Farmers "Not bad money" "urban and rural", "coastal inland" consumption trends both turn, so that the Chinese Cosmetics Industry Forum held in Shanghai, less Japanese manufacturers, dealers in high-end products on the line, more on the current situation how to "the countryside nuggets" concern. Shanghai Mei Chen Cosmetics Co., Ltd. General manager Gu Jian at the meeting to address the topic is ——— "one Township one business super: Modern access to cosmetics channels to bring benefits and risks." Gu Jian Company's production of a number of cosmetics brands, the company's operating characteristics are "supermarket boutique, boutique supermarket." The idea is to establish supermarkets in every rural township, and its products become specialized in supermarkets products. After years of exploration, Gu Jian in the township market has been quite a harvest, he high-profile to peer invitations: "It turns out that farmers are not bad money, the daily business of the Nuggets, rural market is the best choice." "" Terminal large stores often receive goods after a few months to settle, this to the Japanese enterprises caused by the capital pressure is relatively large. However, the rural market-oriented distribution channels, often the ' one hand to pay, the primary delivery ', this is the circulation channel on the daily production of the main attraction.　　The owner of a Japanese-made production enterprise in Jiangsu was very honest. Shanghai Vihara International Beauty Group is also a success story in rural market. Although "The American Element", "Natural Hall", "Louivina", "Jagribe", "Ice Beauty" and other series are not familiar with the first-line city, but these brands in the two or three-tier city, already is a resounding "brand", and in the northeast, northwest and other towns are very active. Vihara Group Chairman Zheng Chunhing said, the company has developed all kinds of franchise chain in the country more than 9,000, agents more than 200, employs more than 40,000 people.　　The scale of the chain compared to 2008 of the public skin Care category market, the top three brands of Olay, L ' oreal, Oppelley, not weakness. For the future of "the city surrounded by the countryside", Hou Jun, chairman of Hangzhou Rosedale Holdings Co., was also hopeful. Based on the rural market, last year through the Zhejiang Township market to obtain 500 million to 600 million yuan sales revenue, this year is expected to increase sales revenue to 1 billion yuan. Hou Jun said, "now can completely from township shops to the city supermarkets, this is our second step." "In the rural market to make money, there are those humble farm shop." 3 years ago, a small supermarket in a satellite village in Guangzhou, a Su Zhiming (alias), has successfully earned the first bucket of gold this year, transforming the hotel. Su Zhiming at that time rented local villagers homestead room about 60 square meters area of the first floor to do the supermarket, radiation is surrounding the villagers and two small factories nearby about 1500 people's consumer groups. As the area is far from the city and the business is almost nil, Su Zhiming's shop is the only daily option in the area. "In the city of GuangzhouCan sell only one yuan a bag of Laver, in our place may sell to 2 yuan. Less than two yuan in the city of music, here priced a year or so, and the proposed retail price of 9.9 yuan of the P & G floating soft shampoo, sold to 11-12 Yuan is also common. "Su Zhiming said the Low-cost, lucrative, market potential of the farm shop, attracting more and more investors. "It turns out that I have only one store in this village, but now I have to open two or three new ones." "Meager profit washing supplies to the first in the countryside washing supplies are the most active in the countryside of a branch." The reason is that washing supplies in the daily industry, in the bottom of the meager profit space. As a result of the 2008 raw material price shocks, the international crude oil prices jumped from 70 dollars a barrel to the highest 140 U.S. dollars a barrel, and then plunged to 40 U.S. dollars a barrel.　　In this round of roller coaster market, Procter and Gamble, Li Bai, nice, such as washing the giant detergent markets retail prices have to appear like "Seafood price" the same adjustment density. Although according to the "Blue Book" statistics, the domestic detergent market, the top 10 washing products, the comprehensive share of 80%, is the dominant brand in the day of the market.　　However, in the situation where the profit space of the washing goods has not been improved effectively, the premise of "Boli" must be "multiple sales". "Multi-sell" burden fell on more than 35,000 domestic township market. "Channel sinking" was once the hottest term in the "countryside" of the day. In the national policy, developing and expanding rural market to stimulate domestic demand is an important direction and challenge of China's economic restructuring in the future.　　Around this target State Ministry of Commerce to promote the "million Village Thousand Township" market project, for enterprises in the countryside paved the basic network and market. Procter and Gamble two years ago signed the country "million Village thousand Villages" market project, "countryside" products to soap, washing powder, toothpaste toothbrush, shampoo care and other washing supplies for the leading. "Procter and Gamble in China initially in the city as the main market, but in the long run, the majority of the 1.3 billion people in rural areas."　　"The biggest problem in rural areas is that sales channels are underdeveloped, and the advantage of Procter and Gamble lies in the channels and the product lines," said Zhang Qunxiang, a spokesman for Procter and Gamble. Carving card, odd strong, white, is the early entry into the rural market of the local day of the enterprise.　　Compared to the big regional agent model of Procter and Gamble, these local enterprises have established a good consumer relationship and trust degree in the market of washing products in China's rural areas by means of deep plowing network marketing.　　Day of the industry personage said, it is precisely because of the Japanese giant first borrow washing supplies test water rural market, cut into 800 million of the peasant population of the consumer market, washing supplies can become the day of the dominant brand dominance of the market. Case study [Overlord] "Celebrity + tactics" The Rio rural market in the past few years to borrow the vast rural market to live the Fonda, Tisha, Good Di, is also facing more and more giants together to eat market cake challenge. Overlord International Borrow a "overlord to take off" a cannon and red, pull down all the foreign-owned Japanese giants, ranked shampoo sales. Its price is more expensive than foreign brands of high-grade Chinese medicine washing products are also beginning to aim at the huge rural market. Last week, OverlordInternational Group 24 million to invite the pop diva Faye Wong comeback endorsement new product "herd" herbal medicine dandruff Shampoo.　　The listing press conference, the detailed "rural market strategy" to the scene of nearly 2000 dealers at the front of the light. According to Overlord International dealer Wang Kaihong (alias) revealed that the "herd" series has been set for the product "terminal" and "circulation" two different market paths. "Terminal for the city's large stores and supermarkets, while the circulation is mainly township small shops and grocery stores mainly." Wang Kaihong said that in order to cut into the rural market at a more attractive price, products on the "circulation" channel tend to be 3% to 5% cheaper than "terminals". In order to better distinguish between two different channels of products, Overlord is creative to do with Faye Wong Head logo. "Shampoo on the printing of Faye Wong's head products are circulating products, and no avatar is the end product." In addition to strengthening the rural market celebrity brand effect, but also to facilitate the different management of two channel products. "Overlord International powerful Channel Network is its outstanding advantage, its only in the supermarket terminal product promotion staff as many as 8500 people." The company for new products to promote the trial installed, in recent months will be through specialized channels to reach 10 million of consumers.　　"Wang Kaihong said, overlord to expand the rural market, the original channel refinement experience can be effectively replicated, this to open up the rural large channels greatly increased the chances of success." [Procter and Gamble] research and development for the rural characteristics of the daily products "rural market is not what the outside world want to Yimapingchuan, the persistence of channel construction, as well as product real marketable, can knock open sesame door." "In Guangzhou Baiyun District did more than 10 years of daily wholesale Jie (alias) said, due to the lack of in-depth research on the rural market, a number of Japanese giants are also less." "Many enterprises think that the original city products to the rural simple extension, the price cut down, shop into the farmhouse was successful, but the result is often not sell." "Jie to float 9.9 yuan revolution for example," the rural population labor intensity, shampoo frequency is also low, demand shampoo formula to strengthen the function of oil. But from 400ML to 200ML packaging of the floating soft, but the bottle changed, the formula did not make appropriate improvements. Rural consumers have decided that their blistering effect is not as good as bee flowers. "The Japanese giants are eyeing the rural market, making it more and more important to study the Chinese rural market." According to the official information, the company's Greater China Research and Development Center in the current research and development staff, 30% are targeted at the rural market research and development. At the same time, 30% of the world's $1.9 billion trillion in research and development funding every year is devoted to the development of low-end markets.　　That figure grew by 50% compared with 5 years ago. Procter and Gamble main rural market "tide" detergent is an example: Procter and Gamble in the development and detection of Chinese rural areas to consider the special washing conditions, such as hard water, dust in the air, Chinese cooking oil, hand washing conditions, etc., specifically for the rural quality of different washing powder. Reporter observes day to the countryside difficult "Yimapingchuan", close to the consumer for the winning Essentials "rural market channel is mainly the farmer shop, this ditchRoad single scale small, fluidity is big, therefore to the daily Enterprise's market development, the maintenance, the management, the operation cost request is relatively high. "Jie introduced that the national" thousand Villages "market plan to start, in order to improve the family shop into a series of network enthusiasm, often more than 100 square meters of area, to provide a computer, and equipped with" invoicing "financial management software. However, many farmers shop is directed at these concessions to go, the computer took, a lot of use will not be used. and thereafter on the signing of the ' million Village Thousand Township ' merchant, also does not necessarily cooperate more closely than ever. Store to sell what, or not see what big brand, or Shanzhai goods, as long as which products go fast, into which home goods. "Jie said that in the face of the market changes in sales, local daily-owned enterprises than foreign-Japanese giants reacted much faster. "The countryside is better to sell is the large packaging, affordable ordinary washing powder." White is the first to differentiate the market by product specifications. "Overlord International" herd of new products, in addition to the "Silk slip", "repair", "Oil control", "Ice cool" 4 series in the hypermarket terminal, in order to adapt to the special demands of the rural market for Ufa, a "Black Light" series is added to the channel, as well as special "herd" soap and so on.　　Jie said that enterprises are also consciously increase the rural market analysis and research. Communication with consumers, brand proximity, but also the demands of the rural market. Japanese-made industry observers are often willing to use Shanghai as a success story. Shanghai home to the current six gods, the United States plus net, frost and other popular brands, through years of continuous market management, has formed a broad mass base.　　Among them, "Ya frost" face cream price only 4-5 yuan a package, also almost never advertise, but annual estimate for the company contribute more than 100 million sales. Data 1 cosmetics for the King of TV advertising the annual advertising Monitoring report published by CCTV Market Research Institute CTR showed that the cosmetics industry maintained a steady growth in 2008, with 16% of the advertising share ranked first in all industries.　　From the annual brand advertising rankings, cosmetics to become the bright spot of the 2008: the brand of Olay TOP10 the highest advertising cost brands, the total amount of about 7 billion yuan (according to the advertising quote), L ' oreal maintained a maximum increase of 89%. 2nd, the high concentration of industrial brand 2008 1-August cosmetics, washing supplies market of all kinds of top 10 brands of comprehensive share of the data show: skin care products before the 10 comprehensive share of 56.86%, beauty make-up class for 56.66%, perfume class for 57.56%, Hacheng for 91.67%,　　Wash skincare for 82.06%, soap for 75.39%, cleaning detergent for 62.69%. Special Topics: Our correspondent Wu Jingyan thematic cartography: Huang Jing