Compared with youth vigorous countryside, this time the object became the electric quotient

Countryside became the current again. Compared with youth vigorous countryside, this time the object became the electric quotient. Used to be pesticides, fertilizers, farm machinery manufacturers "site" rural slogan wall, are now painted on the "wealth by Labor, thrifty by XX." In the past two years, more and more such slogans have appeared on the street walls of small cities and rural areas.

No benefit does not get up early, now regardless of the Jing-dong and other pure electricity dealers, or gome and other entities have physical store retailers, are beginning to look to China's most extensive three to six lines of cities and rural markets, have to carry out channel sinking. The market now has a population of 900 million, and the figure behind it is a huge market. At the same time, as the one or two-line market becomes saturated, retailers need to look for new "cakes", and in the face of such potential markets, they cannot be turned a blind eye, and there is a saying: the rural market is the world.

The market is truly an imaginative, promising new market, but it's not easy to eat it.

Only by "Brush the Wall" this ancient marketing way to open the market is not realistic, the electric dealers in the process of sinking the channel to choose this way, but also shows the pure electricity business in the channel sink blind and helpless. I think "brush wall" is just a gimmick, for the electric business, this is just a try and explore, brush wall slogan only stay in the relatively primary stage, the Enterprise channel sinking does not have any substantive help. and Gome, Suning and other large household appliance chain enterprises, there is no advantage.

First of all, logistics and other infrastructure, it is difficult to ensure the shopping experience. As we all know, at present, the pure electricity merchant channel sinks more takes the logistics as the exerting force point, however, the logistics coverage of this market is still very low, especially to the county level, similar to the "heavy asset" model of Beijing-East, do not open logistics to other enterprises to build scale advantages, it is difficult to penetrate so deep market. A friend of his hometown told me that the logistics in the county or town level is far from the big city fast, fast need 3-4 days, slowly don't know how long.

At present, in addition to China post, the majority of other private courier companies can only cover the county level, a small number can cover to the town level. Those who use the third party to distribute the resources of the platform of the electric business is not to mention, it is difficult to ensure that with the one or two line market consistent shopping experience. Gome and other retail companies are relying on the supply chain through the gradual infiltration of channels to sink, Vitalize, echelon more strong, the establishment of stores at the same time, the logistics team has been formed at the same time, and compared with the pure electricity, Gome's store is a natural large warehouse, its online also more easily infiltrated.

Although there are also pure electric dealers try to cooperate with local store convenience stores, to make up for this deficiency, to O2O layout, or to encourage employees to return to business, in essence, is still in order to solve the problem of logistics distribution last kilometer. That is to say, whether in cooperation with other channels, or to encourage employees to go home to start a business, all need a store or logistics fulcrum to sink, which is also Jingdong and Gome and other entities store retailers in the channel sink weakness.

Secondly, the channel sinking way is not enough grounding gas. Some people say that the painting wall slogan this form is very strong, but this can not hide in the market environment is not affixed to the atmosphere. Compared with the big cities such as northward, the market has completely different market environment, different economic strength and education level. People and consumers understand the grounding of the gas is more understanding their needs, to meet their needs, only propaganda on the ground, not so.

At present, although some areas of computer has been widely popular, but the popularity of E-commerce is still a big problem, especially in the vast rural areas. And most of the people in the rural areas of higher education have gone to the development of large cities, leaving more than the elderly, children and some young people who cling to the countryside. To the author of a distant cousin, as an example, he bought a computer after marriage, but for him, the computer is listening to the QQ music, playing with the landlord a tool, others with little. Online shopping because there are more links involved, the operation is more complex, but a few people can master the technology. And the core problem is that the rate of bank card in rural areas is very low, let alone net silver, Alipay and other modern payment tools, this channel to sink the pure electricity business, is an insurmountable gap.

Finally, shopping habits are different. For people from three to six-tier cities and rural markets, they are more willing to sell "stroll" experiences because they have plenty of time and are naturally different from those who live in the high rhythm of a first-tier city. People in these markets enjoy the 351 of groups that go shopping instead of cold goods. This is true, for example, of crowded shopping malls and large collections of villagers in rural areas who like to rush. In addition, the gradual sinking of the United States, relying on the previous level of the supply chain system, in the localization of goods more suitable for local consumption, rather than a mere boast of the product of the SKU, like looking for objects, the best is not necessarily the most suitable for you.

As far as I know, Gome also with the local department stores, ultra cooperation, but also achieved good results. Different from the cooperation of the pure electric business, gome and other channels of cooperation is a win, the United States to use other channels in the local flow advantage of the channel sinks, eliminating the cost of the self-built stores, and local channels also rely on the United States in the home Appliances professional Upgrade the store's shopping experience. Gome and the use of other channels to sink, is to let professional people do professional things, there is no direct competition relationship, and for the pure electricity business, is forced to a kind of cooperation, cooperation is more utilitarian.

With the development of China's economy and the improvement of social security system, as well as the speed of new urbanization, is not only the growth point of the economy, but also the growth point of consumption, is favored by many businesses. But the current internet giant is simply sinking the channel to the conceptual level, a way that competes with entities such as Gome with no apparent advantage. In the early "Happy Rodeo" era of Gome and other enterprises on this way to expand, completed the "open Xinjiang", if these internet companies are still keen to create gimmicks, speculation concept, will be in this round of the battle to lose the body.

Wen/Li Yu