The current situation of the third-tier city electric business: The 2013 Land of scale

This paper describes the current situation of e-commerce development in a three-tier city and tries to reflect the rapid development of e-commerce in the market outside the one or two-line cities. The author believes that the three-tier cities and other markets still retain huge space for development, which will become the key to the scale of the 2013 electric dealers.





has such a three-tier city with a permanent population of more than 1.2 million. Two or three years, only one business center, the scale is constantly expanding, suning, Gome, Pizza Hut, Wal-Mart, etc. successively settled, but most of the only one store, and the chain of higher demand McDonald's, Carrefour, etc. are still not seen.





to change the city's purchasing power is not lost in the second-tier cities, brand clothing because there is no discount, prices are even higher than the one or two-tier cities, digital products, many people began to use the iphone, but the latest iphone 5 is relatively rare.





Although the proportion of computer ownership is increasing, most home computers are still used to fight landlords and watch TV dramas. Mobile phones, Android and Shanzhai machine share the highest, on the road to play mobile phone is to watch online novels or play games.





two kinds of electric dealer user





Liu, Male, 26 years old, computer digital enthusiasts. In the provincial capital of the city after graduation to work in the city, because there has been the habit of surfing the internet, he is very familiar with the online shopping, because the express delivery is three days slower than before, some are not accustomed to the beginning. His online shopping experience with Taobao started, digital products were originally purchased in the city's computer city, the current use of Jingdong Mall, Suning easy to buy and other consumer platforms.





because often at a lower price to buy a good product, Liu was a colleague friend as shopping Tatsu people. Friends initially asked him to help buy some supplies online, then he slowly to open Taobao account and net silver, driving around people's shopping habits.





to Liu For example a large group of young people mostly in the one or two-line city to school, whether it is to return to work or to other third-tier cities, are online shopping behavior of the pull, radiation around friends, colleagues.





Lee, female, 50 years old, in three-tier cities at retirement age, but because they like to dress up and have been keen on shopping. Because she has been working in the factory, she is very sensitive to the price, because the presence of such colleagues in Liu is the first time to create online shopping interest.





Although the use of a longer time, Lee still learned to use Taobao, to learn the second site of the shopping cost is very high, since then, regardless of clothing or home supplies, began to compare prices online. Poly is a daily Internet must see the site, very low discount will often let Lee a pocket.





due to buy a lot of goods themselves use, Lee began to buy things for friends around, and these friends are not even pinyin typing, internet shopping threshold is quite high.





as a representative of the consumer to become the city's main network of the spread of the crowd, they have lived here for decades, making friends more than Liu a young man.





Huge Market Space





Although there are various types of electrical business users, but online shopping is far from the main body of the city. To express, only flexible, downwind, EMS, and so on, many or only five of the following delivery center, a life-piece area often only need a courier staff.





but the electric dealer still develops rapidly here, the core is the price difference. Brand clothing in the city is often no discount, but still store hot, no brand of clothing supplies shop everywhere are, the price is not lost in the brand discount stores, living supplies still to large supermarkets as the main channel, in addition to Shanzhai machine, operator channels is still the main mobile phone to buy places.





this way, in the online purchase of a similar product almost half or even more concessions, so although the Institute network to buy a threshold, but still develop rapidly.





China has 661 cities, of which one or two line cities mainly cover the municipalities and provincial capitals, not more than 50, the third and the following cities are still very large economic aggregates. In terms of PC sales, PC sales in the third and following cities have been the main drivers of growth since 2010, and the popularity of PCs and smartphones means the possibility of online shopping.





brand and logistics are the core
for the power enterprises to compete for the third-tier market




to develop the electric business in such a city, the brand is the key to the consumers know. As a result of the news network still have a lot of viewers, 2012 815 price war news on the news on the network, a lot of people know Jingdong Mall, but the brand is not completely familiar with Suning, because they are more accustomed to go directly to suning buy home appliances.





Here, the brand development more rely on Word-of-mouth, a friend said which website is good, more than outdoor advertising is effective. And the brand's negative impact is greater, once the excessive or unpleasant shopping experience, where the consumer replacement platform cost more.





Logistics, Taobao here by the third party logistics company, delivery for a week or two time, and Jingdong in the country has 12 a day arrival of the city, and here because there is no warehouse, delivery of the fastest in three or four days.





and the first-tier cities, where consumers are not particularly sensitive to delivery speed, they value the quality of goods and prices.





but Suning, Gome's visibility is significantly higher than Jingdong Mall, Dangdang, excellence, such as Enterprise, but suning gome how to expand their visibility in the physical store to online shopping still need time.