Rural market to become the future online shopping Nuggets

Rural market to become the future online shopping Nuggets. Recently, the Beijing Municipal Commission of Commerce said that it is soliciting bidders from the market-undertaking enterprises of 1000 villages and townships in Wancun (hereinafter referred to as "Wancun Township Enterprises") to cooperate with e-commerce enterprises to expand rural consumption. In fact, from this year, the sinking of channels has become an important way to expand Jingdong, Taobao and other large-scale electricity supplier positions. However, the attack on rural markets by mature electricity suppliers will bring a new round of reshuffling to the local retail market.

Sustained good policies

Recently, the Beijing Business Daily reporter learned from the Beijing Municipal Commission of Commerce that in order to further expand the service functions of suburban modern network services and promote online consumption in rural areas, it is proposed to promote cooperation between Wanxiang Township and E-commerce enterprises in Beijing Municipality and to link qualified Wancun Thousands of township enterprises farm shop development for the e-commerce delivery station, equipped with online shopping service, improve the convenience of the consumer market in rural areas, the current public solicitation of the docking business to the city.

From a policy perspective, thousands of villages and towns have nearly ten years of history. Since February 2005, Wancun Qianxiang Market Project has been started by the Ministry of Commerce. Through arranging financial funds, subsidies and subsidies have been used to guide enterprises in cities such as chain stores and supermarkets to set up peasant stores. From a national point of view, all provinces and municipalities and regions are improving their commodity circulation networks through different modes of operation such as chain operations, franchising and direct marketing so that farmhouses can benefit rural households.

In addition to traditional retailers such as chain convenience stores, for e-commerce enterprises, after long-term occupation of tier-1 and tier-2 cities, this vast market in rural areas has become a blue ocean for online shopping. From the data provided by Alibaba, last year, China's online shopping spending growth, the county market higher than the urban areas by 13.6 percentage points.

E-commerce giant wave off the countryside

Ali has a strong capital, Jingdong is the vanguard of large-scale sinking channels. As early as the end of last year, Jingdong, vice president of Ying-chuen, sank the channel as one of the most important group strategies of Jingdong in 2014. She believes that Jingdong channels sink a unique advantage. Urbanization, the penetration of the Internet and the deepening of logistics all contributed to the channel sinking.

Recently, many rural areas have appeared in the "Jingdong wall" written with the words "fortune to get rich and rely on work and frugal on Jingdong". Jingdong has conducted in-depth marketing in more than 100 low-tier cities. It is noteworthy that the treatment of traffic is not as good as the first and second tier cities in developed rural areas, logistics-proud Jingdong in April this year, resorted to the "Pioneer Station" program, which became the Jingdong channel sinking an important measure. After selection and training, these employees can fill the gap in regional distribution and sales, so that the low-lying area can enjoy Jingdong high distribution service.

Alibaba has long been a sign of the depth of the rural market. As of the end of last year, the number of domestic Taobao villages has reached 20, covering 15,000 online shops. In early July, Ali even invited the secretary and county magistrate of 176 counties and cities in 26 provinces to discuss issues concerning the electricity supplier going to the countryside. On July 10, Taobao and Tmall Electric City gathered in more than 2,600 districts and counties, 38,000 townships and over 500,000 villages nationwide to carry out a large-scale advancement project of "shipping the country by mail and delivering goods at home". It is understood that Suning, Vipshop and other electricity supplier companies are gradually sinking their own channels.

Help rural market reshuffle

With policy assistance, the e-commerce channel's sinking strategy has gained some positive benefits. But for the local retail market, well-known brands bring convenience to the rural market, but also brought a certain impact on local businesses.

Aowei consulting analyst Guo Zhangyou said Jingdong market value of nearly 30 billion US dollars, Ali predicts the market value will reach 200 billion US dollars, the power and service capabilities of the e-commerce giant is a lack of local retailers. In view of the current two companies moving to the countryside in the field of home appliances, the two sides will cultivate the district and county markets as emerging markets and may start a price war in the rural areas. By then, both marketing, logistics, resource capabilities will be much higher than local businesses.

Although large-scale electricity suppliers will have an impact on rural businesses, this is undoubtedly a precursor to the marketization of the local economy. Guo Zhangyou pointed out that the rural market itself needs some changes in terms of quantity and quality. E-commerce to the countryside will promote the integration of local resources, after the survival of the fittest, in order to complete the rapid economic upgrading.

Beijing Commercial Daily reporter Li Duo Lu Yi Shan