Electricity business to the countryside observation: logistics cost not low reputation difficult to build

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

As a major development direction of the electric business industry in the past year, the electric merchants went to the countryside to brush the wall from shouting slogans to the countryside. But the so-called "future is bright, the road is tortuous", the electrical business is certainly worth the whole society to look forward to, the future development prospects are also very interesting, but in the process of the countryside, there is still such a problem, in the two or three-line cities and rural popularization of electricity dealers still need a long time and many efforts.

The cost of logistics to the countryside is not low

"The soldiers did not move the grain first", in the process of the electricity merchants to go to the countryside, the most important thing is undoubtedly the problem of logistics.

In recent years, due to the changes in customer consumption, technological progress, the growing power of retailers, the rapid development of China's logistics industry, and maintain a faster growth rate, the logistics system is constantly improving, the industry is increasingly mature and standardized operation. "Business Logistics Development Special Plan" pointed out that to 2015 years to establish a set of trade and business services to adapt to the development of efficient and smooth, coordinated, green and environmental protection of modern business logistics service system. With the development and excavation of rural market, there is no doubt that the object of logistics is wider and wider. However, according to the information, China's private courier companies in the township of the prevalence is not wishful, mostly in the urban setting Express point, the county's express point is relatively small, the township is not to mention, in rural areas is still China Post occupies the leading position. Therefore, the electric business enters the countryside market, the logistics aspect question has become the first problem which solves. "The purchase of goods or goods can not be very difficult, it will greatly damage the network of township users to buy experience, pull low online shopping enthusiasm, not conducive to the long-term development of rural market." "Chuyicong, an industry observer, said in an interview with the Southern Daily News reporter.

Let the industry for the electricity business prospects for the countryside slightly worried, but also from the township market distribution differences. "The mature market of the city has the characteristic of the net buys the crowd, the distribution area fixed and so on, this will also save a lot of distribution logistics cost to the electricity merchant." But in the township market, because the population density is less than the city, the net purchase price may also be lower, which will be the distribution logistics of the electrical business of each single cost of a larger increase. Chuyicong worried that the electric dealers in the countryside might become a "pit" for the electricity dealers to burn their money. "On the one hand, actively promote the business to the countryside, but also bear the cost of the countryside, this is not a good thing for the electrical industry just to get breathing." ”

In view of the potential logistics cost pressure brought by the electric business in the countryside, the electric industry itself is trying to deal with it with innovative ways. According to the Southern Daily Reporter learned that jingdong (27.88,-0.85,-2.96%) aspects of the launch of the pioneer station plan, in the industry creatively proposed the county expansion model. Through the selection of the Beijing-East distribution system has the potential of the staff, the focus of the business, management training, so that it independently responsible for a district distribution work. According to the introduction, since April this year camp, 500 strong reserve Webmaster Training camp has successfully opened three seasons. As pioneers of Pioneer station, these staffs not only shoulder the distribution and sales work of filling up the blank counties, but also provide a series of value-added services, such as pick-up, replacement and payment.

Service to the countryside reputation is difficult to build

To do everything possible to send goods to the hands of the township consumers, the electric dealers also have to solve the township consumers to get the goods after the problem.

Nanfang Daily reporter learned that at present, in the electric business industry, in particular, the operator, although the basic realization of the sales level off the offline mode, but in the after-sales service, the electrical business also carries a considerable amount of work. According to the South Daily reporter learned that, take Jingdong as an example, the current large to the installation of household appliances, small to commodity quality dispute detection, all need and offline resources relative, but for the electrical business, offline Network is not perfect obviously become a big problem.

"To the electrical appliances inside the air-conditioning installation for example, through the cooperation with offline resources at present also undertook a lot of after-sale installation business." But in the township market, the region is vast and not concentrated, after-sales service has not been able to keep up. "Some people in the industry said that the two or three-line cities and rural areas of the remote area to the electric business enterprises have to say is a headache." Large to technical personnel of the assignment, the core parts of the transport or local production, customer service staff mobility arrangements, the countryside to subsidize the staff and benefits, small to the location of the service point size of the personnel are required to be carefully discussed. In addition, time, money and energy management also need a considerable amount of input, too much investment, high cost, the power of input and output ratio is very little, not conducive to customer service delivery. "After-sales service is often the most important way to establish Word-of-mouth network purchase, if the network to buy after-sales service to bring consumers dissatisfaction spit will also affect corporate image and reputation." "Chuyicong believes that the electrical business in vigorously advocating the countryside, so that the township consumers can buy cheap goods, but also should take into account the after-sales service problem, or ultimately destroy the township consumers to the online shopping experience, damaged or the overall industry reputation and interests of the electrical business."

Brand awareness from zero

The re-establishment of electrical commodity brand recognition is the challenge for the electricity merchants to go to the countryside, which is also the main purpose of the electric business to brush the wall in the countryside.

"Taobao because of its consumer-to-consumer business model and years of nurturing, in the township market or have a certain reputation, but relatively speaking, such as the Cat and Jingdong and other Web sites, in the township market is very little known, electric dealers in the metropolitan market to establish the brand and reputation, in the township market to re-establish. "In the view of many electrical business people, it is not only a challenge but also an opportunity for most electric operators to be" virgin "Township markets. "In the past in the big city market in the existing brand differences and electric quotient rankings, in the township market is no longer exist, everyone in a starting line from zero." ”

According to the South Daily reporter learned that the major electric dealers in order to be able to quickly become the urban and rural consumers in the eyes of the first choice of online shopping, also have each surprising strokes. According to the Beijing-east side of the introduction, its hope that the use of six months of "caravan hundred City" activities, into more than 100 cities, more than 150 experience-style exhibition, for the three or four-line city of the general people to bring surprises and benefits. In the caravan activities at the same time, the Beijing-East will hold the national hundred city hundreds netizens meeting. Activities through the invitation to experience caravan, on-site two-dimensional code, local characteristics of performance, interactive questions and answers and other forms of communication with netizens. and Ali Department of Taobao, Poly cost-effective, Cat Electric City will also be in more than 2,600 counties and cities consumers to provide everyone electricity "nationwide package of mail, door-to-door", so that three or four online shopping consumers experience one or two lines of the same online shopping services and high-quality products. In addition to the use of the rookie logistics system channel sinks, Taobao also from the previous brush wall shouting slogans, try to upgrade to zero distance personal service three or four lines of urban and rural consumers: and the brand to carry out Taobao "caravan", on-site distribution coupons, shopping guide in kind experience, two-dimensional code to buy large household electrical appliances and other activities "net shopping to the countryside."

"The well-known electric business enterprise can exert its superiority to drive and the financial material manpower, strong momentum to carry out a wide range of publicity and promotion, so that their brand advertising quickly swept across the countryside, to seize the consumer market, attract consumers, occupy the absolute share of the market even in some regions to form a brand cognitive monopoly phenomenon. But for small electric business enterprises, the township market is also a beneficial fertile land. "Chuyicong analysis said that in the big city market is not lost to the electric business giant's small and medium-sized electric power quotient, in the township market and the Big electric power merchant is in the same starting point, can completely by deeply deeply subdivide the market and the consumer group to obtain own survival space. "Not with the electric business giant head-on, using circuitous tactics, selective focus to conquer some potential areas, in some remote and remote areas, small electric business enterprises become popular online shopping choice is not necessarily." ”

Nanfang Daily reporter Dan

Intern Yeshu