Destined to be the year of awakening of rural O2O market

2014 is destined to be the year of awakening of rural O2O market. Electric business giant movements frequently, have a full layout of rural O2O market, and logistics companies are not to be outdone, by virtue of channel advantage to meddle in rural O2O. Ali the country 100 county Magistrate Secretary convened in Hangzhou, announced to the big home appliances into the counties Market, guide three or four line township by hand Amoy order. Jing Dong set off "brush wall Tide", from cognition to guide rural market. Shun Fung is set up in the internal Support fund to encourage shun Fung internal staff to the township to open a proxy site.

Ali Institute of New research report shows that Taobao rural shopping share is still low, 2013 accounted for about 8.6%, but the proportion of the growth trend. However, the Internet penetration rate in the steady rise, the number of rural netizens in the rising, the end of 2014 rural shopping market will be as high as 180 billion yuan, 2016 will be a breakthrough of 460 billion yuan. From the perspective of the development of e-commerce, the value of customer contribution in rural areas has already started to surpass the one or two-line urban area in marginal comparison. With the advancement of the urbanization process, the new generation market region, which is dominated by county-level rural areas, will become the next area of power competition.

Although the rural O2O "Happy enclosure" movement has been in full swing, but the real sinking to the township still need to cross more threshold. Rural O2O still face various problems of landing difficult. The road that the big giant is trying now is effective, but from the rural consumption habit and scale economy angle, it is obviously not the feasible path of the current rural electric business. Predictably, who can find the O2O model that best hits the pain spot in the rural market, who will be the next giant.

The landing problem of rural O2O

China's vast territory, rural population accounted for 1.4 billion of the population of 56%, more than 50,000 administrative villages. This market point is many wide, and there are huge regional differences, the development of rural O2O not only need huge investment, but also need to have enough patience to control the market.

The first is the difficulty of selling. Rural sellers, the online display of their own agricultural products, easy, so that buyers buy their own product, it is not difficult, difficult to control the logistics costs. In fact, this cost is difficult to control. At present, due to the human cost, highway charges, policies and other factors, China's logistics costs have been high, which is "heavy weight" of agricultural exports is a great test.

Again is the problem of buying in. Rural Taobao buyers, in the online press the payment button effortless, but he bought things can smooth, fast to their hands is not easy. Because the highway hardware facilities vary widely, resulting in uneven rural traffic conditions, and because of the various counties, towns covered by different ranges, county and village distances, towns and villages are not the same distance. Therefore, because of the cost control, the courier company to rural buyers is basically "helpless."

Thirdly, it is the problem of the electric quotient consciousness. Despite the rapid development of Internet power, but for a large number of rural buyers, still can not fully accept the Electronic Business network shopping this thing. Comparatively speaking, the rural net buys the market although the potential is huge, but the present situation still shows weakness. The reason is that in addition to the economic factors, the important thing is the cognitive difference in the electric quotient consciousness. Rural purchases of goods, still accustomed to market, shopping malls, the exchange of money is still accustomed to intuitive feeling of the quality of goods, still accustomed to convenient exchange. For the electrical business seemingly simple, but the actual "long-winded" purchase, exchange mechanism, they are still not accustomed to.

The rural market is certainly the next key to the development of the electricity business, which is beyond doubt. However, the lack of policy, the lack of hardware facilities and the transformation of the thinking consciousness of confusion, determines the rural electrical business problem is not just "a kilometer away" so simple. Whether it is Alibaba or other electric dealers, they need to go a long way.

The electric giant hasn't hit the pain point yet.

At present, although several big giants have already entered the rural O2O market, but at present, whether Ali, Jingdong, have not been able to really hit the rural O2O market pain point.

Ali has been in the three or four-line city occupies an absolute market share, to enter the rural O2O market, Ali chose the county as the breakthrough point. Ali Institute released the "Suichang Model Research Report" mentioned that the so-called "Suichang model", that is, to localize E-commerce integrated service providers as a driving force to promote the ecological development of county-level e-commerce, promoting local traditional industries, especially agriculture and agricultural products processing industry to achieve e-commerce, "E-commerce integrated service provider + network operators + The traditional industry "interaction, under the policy environment catalysis, forms the information age the county economy Development Road." However, the combination of agriculture and agricultural processing industry to develop rural electricity business, for ordinary rural consumers, it seems a bit illusory.

Self-built logistics is the main reason why Jing Dong has overshadowed Ali in the first-line city. However, for the huge rural market, the construction of Beijing-East logistics can only be a drop in the bucket. As a result, Jing-dong explores the "Beijing-East Service point" model, attempts to serve the point of the model of rural consumers to take the lead to experience the "last kilometer" service.

November 20, Jingdong Mall in the country's first electric "Jing Dong service Shop" in Hebei province Zhao Xian opened officially. It is understood that "Jingdong service shop" opened, will be combined with merchandise, the main road logistics, publicity, mobile portal sinking, systematic solution to the electricity business in the countryside "last kilometer" problem. In the next 3 years, "Jing Dong Service Shop" will be more than 1000, in the country spread out, so that the national price, so that the villagers enjoy the same consumer services as the city. "Jing Dong Service Shop" Indeed "grounding gas" for the promotion of jingdong in the three or four-line cities and rural brand awareness is of great significance. "Jing Dong Service Shop" as a breakthrough point although the most realistic and rational approach, but this business model to infiltrate the rural areas, still need a longer road to go. In addition, offline open shop This model makes offline obviously more than online proportion, for the cultivation of rural market, not the best way.

Rural O2O need to really "land"

The popularization of rural O2O obviously needs to start from the habit of rural market group, cultivate the habit, and it needs to combine with rural production and life, so as to achieve real "landing". At present, the major electric dealers have been aware of the cultivation of rural market groups to purchase awareness of the problem, Taobao, Jingdong, when the Giants in the countryside to brush the wall is to pass this traditional but effective way "happy enclosure."

But brush the wall this solitary action is obviously not enough, and rural production and life combined with rural O2O can really "landed." As the most grounded gas in the rural O2O project "Village Music" may give the electric business giants some enlightenment. In the channel, "Village Music" through the rural existing monopoly sales channels (such as fertilizer monopoly, home appliances monopoly, household monopoly and other shops) to join the brand, relying on its own customer resources for product promotion and sales. And in the logistics, relying on rural local resources (such as farm shops, village mail stations, three rural cooperatives, etc.) to establish village-level extension station, record the needs of villagers and village music submitted product orders, and unified arrangements for the distribution of enterprises. In the market publicity, in addition to the traditional brush wall, Circuit Roadshow, film to the countryside, the Village Committee radio and other ways to appear more cordial, but also more in line with the mentality of rural consumers.

Ali, Jingdong O2O Landing mode appears too tall, for the rural market, Ali and Jingdong have a greater self-confidence, think of more is to transform and cultivate, but this way is difficult to pry thousands of years have formed the thinking inertia, only with the production of life combined, adapt to the rural reality, rural O2O can be landed sound.