Internet entrepreneurship "countryside": bring her to read the world flourishing

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To the three or four-line city and county rural market, is the new direction of internet entrepreneurs

More and more people are beginning to realize that the one or two-line market is basically squeezed by the big background, China's Internet entrepreneurship needs to "countryside" to small and medium-sized cities and counties to expand the user base. So, what do we do?

Low-age, low education, low-income, internet cafes, games, plus a bit as a political achievement project "Rural Science and Technology Service System", which is a lot of people for small and medium-sized cities and counties and township Internet industry impression. Is that really the case?

Change is already evident. The good news is that the mobile phone is increasingly becoming the main internet users of small and medium-sized cities and counties and townships, tablets let users who do not know windows, will not use the keyboard easy to get started, the Internet video of the rich technical literacy of the middle-aged group has finally pulled to the computer.

There are also less optimistic changes: The age structure, the speed of rural aging even more than the city. China's rural population has reached an aging level of 15.4%, a 2.14% per 13.26% higher than the national average, according to data from the National Summit on rural Ageing in 2011, Xinhua said. In some local counties and even small cities, the continuous downsizing of primary and secondary school classes is also reminding the future "young adults" declining trend.

Over the years, it is unclear whether these places can continue to maintain so many "low age" internet users. Internet cafes young people's contribution to the performance of the company is considerable; for those gorgeous QQ show such as "trendy" items, this market is also the main buyers of the young.

Another change is the continuing widening of the urban-rural digital divide. CNNIC's Rural Internet Development Report says: As of the end of December 2011, Internet penetration was 54.6% in urban areas, 20.7% in rural and 33.9 percentage points, compared with 20.2% in 2007.

The widening of the digital divide, on the one hand, originates from the difference of infrastructure investment, on the other hand is the Internet business model, application services in the booming cities, but in the small and medium-sized cities and counties rural market has not broken through the contrast. This, of course, also illustrates the need for Internet services to expand in a non-one or two line from another perspective.

However, small and medium-sized cities and counties are always a curious place for external changes. This provides an endless opportunity for entrepreneurs.

In the face of the urban dream of the mass media, the more backward the place, the more the desire for external trends, and hope that they are recognized by this trend. They are more likely to buy products that have status and vision labels. As long as they are right, they tend to pay more than the first-tier city consumers.

Micro-blog has a joke, is the summary of the Love Master: "Not deep, take her to read the bustling, the heart has vicissitudes, take her merry-go-round." For the heart has vicissitudes of the first-tier city consumers, to simplify and small fresh demand is booming, and for the inexperienced one or two-line city consumers, they need not necessarily be taken for granted cheap beauty.

Consumer communication is the first step to a forward-looking understanding and leadership of demand. But the consumer culture in the one or two-line market makes it "difficult to communicate" for entrepreneurs in High-tech industries.

My dad can't communicate easily. For example, he does not like to hit China Mobile (Weibo) Customer service hotline, what problems often let me help him solve. In the context of various types of unreliable state-owned enterprise services, China Mobile customer service ladies should be unique, very dedicated, but Dad is not willing to play. It was later discovered that the main reason was the Sweet Mandarin spoken by the customer service ladies. My family is in a 108,000-point gap with the Putonghua pronunciation vocabulary system; For my father, who is already old, to speak Mandarin to a woman operator always makes him feel too troublesome and formal.

Visible, hinder the user to use, often is an unexpected small problem. If the entrepreneur intends to "countryside", break through the market boundary of the big and medium-sized cities, then must admit: never think oneself enough to understand this market, just like don't think oneself to the parents already enough understand.

(Zhao Wenyuan)