Internet electricity quotient is better than stitching

Absrtact: Life wants good, hurriedly on Taobao, wealthy rely on Labor, thrifty to Beijing east, the villagers to see the villagers, shopping to when the slogan of these grounding gas is increasingly appearing in many provinces and villages of the wall. It can be seen that the Internet

"Life wants good, hurriedly on Taobao", "wealth by Labor, thrifty by Jing Dong", "the villagers see the fellow, shopping to when" ... These "grounding" slogans are increasingly appearing on walls of towns and villages in many provinces. As can be seen, the battle of the Internet electric dealers is spreading from the city to the countryside.

Constrained by the lack of purchasing power, low prevalence of computer and network construction lag and low efficiency of logistics cost factors, in the PC era, 3 to 6 lines of urban and rural markets have been in almost neglected state. However, the activation of the rural market has become the most exciting story of the mobile electric business era, as the mobile Internet has lowered the threshold for people to access the Internet.

The lure of the country

June 18 This year, Jing Dong in the official micro-Bo Sun out two posters: one is erected in New York Times Square in the 618 section of the huge advertising, the other is painted on the roadside wall white white-"wealth by Labor, thrifty to Beijing east." The micro-blog said: "Both to go abroad, but also to the countryside, tall up and into the New York Times Square, grounding gas can be painted across the rural red brick wall." Promotional ads appear in rural China and New York Times Square, two blue Sea, Beijing east to have both! ”

"2014, Jing Dong will" channel sink "positioning as one of the company's major strategy. Brush wall Advertising is to promote the Beijing-East channel subsidence strategy of one of the market initiatives, the purpose is to allow more small cities and villages and towns market users understand, understanding Jingdong. "Jingdong Mall Group CEO Haoyu told China Economic Weekly." The Beijing-east data show that the lower-order cities are growing faster than the one or two-line cities.

According to the Beijing East Group of the relevant person to introduce: "From the 4th quarter of 2013 to now, Jingdong has been in the country's 145 cities more than 8,000 walls painted on the slogan."

In addition to the New York Times Square in Beijing east, there are going to New York to create miracles in Alibaba. July 10, Alibaba Group announced the full launch of the channel sinking strategy, group's Taobao, Cat Electric city, poly cost-effective joint, with the help of the rookie logistics Standardization Services, mobile Taobao two-dimensional code sweep code shopping, and so on, fully close to the three or four-line city network to buy consumers, everyone electric delivery will be the first in the country more than 2,600 counties and cities to expand services.

According to the "county-level network Development Report" released by Taobao, the county's per capita net purchases and purchases have surpassed the one or two-line cities. and Ali Research Institute of Analysis also found that the 2013 county-level online shopping volume year-on-year growth rate faster than the city 13.6%, become a new growth point of online shopping consumption.

Low-line urban and rural markets will be "China's largest Internet user base", and this group is "not yet activated", which is almost a consensus in the industry, and now seems to be the time to press the Start button. With the growing space of the one or two-line cities becoming more and more limited, expanding 3-6-line towns and rural markets became extremely important. And these areas of physical retail industry is underdeveloped, unable to meet consumer demand, the electric business has a more obvious advantage.

The demand for "another dollar"

The plan for the first-line electric operators to go to the countryside has only just begun, and some small power companies have already tried to sink channels to lower-tier towns and rural markets. Founded in 2006, the sale of treasure is the first to serve the rural market and peasant workers Group of the electricity quotient, founder Zhang gave up the opportunity to read in Tsinghua University and a few friends to create the "pro-agriculture" electric dealer.

"There was only one very simple idea: all Chinese people should enjoy fair shopping opportunities. It is hoped that by means of electronic commerce technology, an equal shopping opportunity can be pushed to the most needy people, that is, the peasant workers who live at the bottom of the society and the consumers of the low line towns. There is no recognition in this group of the big brands that do propaganda. There is no suitable brand for this particular group, but these groups also need to spend, this is a huge market neglected by everyone. Zhang explained his original intention.

After eight years of deep, 2013, the sale of treasure trading volume close to 2 billion yuan, shopping mall including mobile phone digital, clothing, skin care products, jewelry and more than 100,000 kinds of goods, daily average access to more than 8 million users.

Because small towns and rural users mainly through the mobile phone to the internet, so the sale of treasure very early on the development of mobile Internet features suitable for shopping. "We began to brush the walls of the countryside many years ago." "Buy and sell Bao related responsible person told the China Economic Weekly."

Brushing the wall is just the beginning. It is undeniable that, as the urban and rural dual structure of "another" rural market and the market environment of the one or two-line city is very different, here do not speak force and feelings, the brand here is not Kim Soo but the Phoenix legend ... In a word, it is not always easy to use efficient marketing in cities. Although the brush wall tactics and the flavor Internet company Some does not match, but is certainly by the home appliance manufacturer, the handset manufacturer and the operator has proved this is the most effective measure.

Of course, no matter how successful the branding and marketing, the ultimate is to have logistics support, the "last kilometer" of the electric business is still a difficult problem. Ali and Jingdong have begun exerting their force.

With the help of the layout of the rookie network for many years, this year, including everyone electric (large household appliances), Ali electric business can be delivered to the country more than 2,600 counties, more than 38,000 townships, covers village.

By the end of March, Jing-dong distribution station has covered more than 1700 counties in 495 cities nationwide, this year will also vigorously expand the three to six line cities, expand the operating network. However, for areas with relatively small order volumes, they will be distributed in a manner that cooperates with local sites.

"Sent in," and "shipped out."

If the network and logistics can be got through, "Send in" easier also means "shipped out" easier. Further, if the logistics pathways from big cities to lower-line towns and rural markets are opened up, this is not only a change for the electrical quotient, but also a commercial revolution of great potential.

This July, Alibaba convened a "county Magistrate meeting", invited 26 provinces 176 counties and cities of the Secretary, the magistrate to Hangzhou Alibaba Company, together to discuss "small county" how to play "Big electric Dealer". Some of the successful experience of the county and township in the electronic commerce has been shown in a concentrated way.

Suichang County is the famous "Taobao County", a total of more than 1200 Taobao shop, of which more than 20 of the credibility of more than crown. Not only tea, dried, bamboo charcoal and other processing of native products are welcome, but also the first through the soil pork, the northern territories red to buy, etc., in the fresh network of retail opened the situation, forming a national famous "Suichang mode."

By developing the electric business economy, Suichang not only form agricultural products online wholesale, online ordering, online bidding, online transactions, online settlement, off-site delivery of the new market system for high-quality agricultural products (000061, shares bar) to provide new channels, narrowing or inverted "scissors", and logistics distribution system development, To attract rural labor to the nearest employment,

Ali Research Center's research said: "Amoy Bao" in the past are completely spontaneous formation, and now the "Taobao County" is gradually becoming the government's economic development of important ideas. From Taobao village to Taobao County, not only attracts the young people who go out to work and the local employment, and promote the economic and social development, the rural "empty nest" phenomenon caused by the elderly support, child education and other problems have been improved, "online shop to a certain extent to promote the reconstruction of local society." A study by Ali Research Center says.