The countryside surrounds the city: the Internet company's card position war in the countryside

Note: This article refers to the rural areas, the main point is to be brushed wall attracted by the core users: level Five cities, six cities, that is, the traditional sense of the county or even the village.

"Find market, go to Baidu", "wealth by Labor, thrifty by Beijing East", do not doubt that these are in the vast rural wall slogans, tall internet companies, have countryside to brush the wall. On the one hand, internet companies have seen one or two, or even three-tier cities of the Red Sea trend, on the other hand, because of vast rural areas.

Giants are always the first to touch the demographic dividend bottleneck, with an intrinsic drive to expand the rural market.

The development of the Internet was originally from the first contact with computers, networks and smartphones in the one or two-line city began, slowly to the three or four-line and the following cities, and the big company's coverage strategy. Now when the city's demographic dividend bottlenecks, the first to hit the rocks must be the major giants, so the first to sink the layout must be these giants, along the region towards the dividend blue sea.

Ali Strategic investment Haier Group, especially the strategic investment "day and Day", covering a large number of township electrical appliances Logistics and distribution services. The same as the electric business giants, Jingdong Mall Group CEO Haoyu also said that the channel sinking is the Beijing-East 2014 major development strategy, Beijing-east will be from two aspects to promote, first, including the three or four-line urban logistics and distribution services to speed up the second is through the form of advertising and other forms to increase Jingdong brand in the promotion of these cities.

In fact, the consumption of urban and rural areas have some of their own stereotypes, such as people mention the countryside, will think of "Country Love Waltz" and cock silk, but in fact, see the City of Wuhan in the hair gold bar just know, oneself is the Millennium Cock Silk, the consumption power is completely defeated these tyrants.

Growing and advanced urban and rural tyrants

In the case of just listing 9158, their prospectus shows that about 59% of the users come from three or four or below, and 3.1% of them pay 6000 yuan, which yields 26199 yuan per person, and 88.5% users pay less than 1200 yuan, This part of the user's earnings per name is 178 yuan, what does it mean?! 9158 of the core users are tyrants with high consumption, and most of them come from the countryside.

So, the layout of the countryside, urban propaganda, the most fancy is the purchasing power of urban and rural tyrants. Conveniently point to open 9158 or yy page, the atmosphere of urban and rural areas to buy a wave of 100,000 yuan virtual ring to the anchor, these details, internet giants how can ignore?!

Like Taobao released the "2013 China's County-level E-commerce Development Index Report", which refers to "the 2013 China E-commerce Development Baijia", indicating its own township in the purchasing power of a ranking and choice. In the end, it is clear that the region with the highest rate of return.

Internet company selective card position is a few: productivity, purchasing power, potential

There are strict standards in the countryside, the existing companies mainly favor two major areas, one is a strong area of productivity, and the other is the region with strong purchasing power.

As far as productivity is concerned, the Giants want to keep the users of these products in their own industrial chains, so you see the rural brush wall ads are mostly concentrated in fertilizers, pesticides, agricultural machinery and other fields, and the effect is quite direct, such as "to sell, find Baidu" such slogans, directly guide township users to use the Internet to create economic benefits Or, as Shun Fung is trying to do, to attract more rural merchants or ordinary farmers at low prices for bulk freight.

The purchasing power aspect does not need to repeat, to Taobao, Jingdong led the electricity business to tell the township people long ago, "The life wants well, hurriedly on Taobao". BEIJING-East, it is said this year, the sales are being studied, four to six line city favored what brand. Even for the channel to sink, Jingdong will be selected for different areas of choice. After the training of a large number of courier sent to the countryside, there are currently 145 distribution staff "go to the countryside", independently responsible for a county distribution work.

Finally talk to potential, the letter insiders revealed that they based on research results, selective to coastal cities in rural areas to promote. The move may mean that Ishin's competitiveness in the one or two-line city is not enough to compete with the micro-credit, but it has a larger imagination in the countryside. Ideally, the rural population is mostly under high school students, as well as the elderly workers above, then Ishin in the rural middle school students, or the student group development space is still relatively large.

From the rural financial innovation mentioned in the government document I, to the popularity of broadband and smartphones, the contribution of rural people to internet companies will certainly show a significant increase. Start-up companies in the determination of the project, may wish to start from this idea, the rural groups to wait and see and research, and finally avoid the potential has been occupied by the Giants or in the blue sea areas, areas. This is also the purpose of writing this article.

This article is mainly a draw, hope that long-term attention to the rural market students can and we have a lot of interaction.

My email: leah110@36kr.com

Finally, special thanks to 36 Krypton colleagues: strong, small stone, Wangjingyu