The development of Chinese cities is realized by plundering rural land and resources.

As we all know, the development of Chinese cities in the past few decades has been achieved by plundering rural land and resources. In contrast to the flourishing of urban commerce, it is the loss of the rural labor force and the waste of the rural land. Into the internet age, the new round of business development trend, the electricity business has become the business model and the focus of the Internet. However, whether the city is developed at the expense of the rural interests, can its hot electric quotient model dividend benefit the countryside?

What is the selling point of the rural power supplier?

Despite the "county-level e-Commerce Development Report" published by Ali Institute, from 2003 million-level network business scale, spanning to level 100,000, and even 2013 years of millions scale, county (roughly covering three to six lines of city) the number of network operators show a blowout-type growth, and in all parts of the country, also emerged a lot of "Amoy Bao" and " Taobao County ", but these cases have its particularity.

In the more detailed "2013 China County e-Commerce Development Index Report," the "e-commerce hundred counties" given by the Ali Institute, its E-commerce development, almost all reflects the unique advantages of local characteristics industrial clusters. such as Yiwu commodity, Qinghe cashmere, Changshu clothing, Jinjiang shoes. "Hundred counties" have the basis of industrial clusters, no industrial cluster of counties and cities how to electric shock?

At present, the characteristics of agricultural and sideline products is not a natural advantage of industrial clusters of rural economy is not a lot of electrical business entry point. and perishable perishable fresh type of agricultural and sideline products, involved in the cold chain logistics and quality management, investment is very high, complex operation, and almost 90% of the fresh electricity manufacturers in a loss, rural economy in the early-stage operators, operating threshold is too high. And there are successful cases to follow the category is mainly concentrated in the nuts, some can be long hidden fruits, such as storage-resistant, logistics and convenient agricultural and sideline products.

In fact, in the vast land of China, many counties and cities have their own characteristics of agricultural and sideline products. My hometown in the middle of a prefecture-level cities, industrial underdevelopment, the service industry is also very backward. But the production of halogen tofu, taste mellow, snacks are affordable, very popular with locals. In addition, winter season, rural households must baoqing meatballs (by the pig red, five flower meat, old tofu, orange peel crushed and knead to make a regiment, to pine crumbs smoked and made, after the production can be stored yinianbanzai, not only wax products unique wood flavor, and color ruddy, texture Q, not fat not greasy, At the same time there is a touch of orange peel sweet and fragrant, should be local characteristics, I have not seen in the field.

These have a certain premium space of the farm products, in storage and transport, and ordinary express no much difference. But for a long time, because of lack of publicity and promotion, failed to get out of the place, facing the nation's gluttonous diners. Now with the development of electric business, everything is possible. Solve the problem of what to sell, and then who to sell.

Who do electricity dealers in rural areas?

One of the most imaginative space for electric dealers is to let an online shop sell all over the world as a reality. Now the network business, although not everyone is holding access to the Internet, can occupy the national market spring and Autumn dream, but most are directed to the national market. Should rural economies do the same? I don't think so. The rural economy is the electric dealer, the basic consumer group can start from the following two directions.

Sold to the exodus of the local province Wanderer. Weak industrial base, unique technology and agricultural and sideline products limited to the local market, in general, economic backwardness, 80, young workers out of the crowd. These young people are more educated than they were 10 years ago, and have a long exposure to the internet, and they all have internet shopping habits. Perennial outside, home flavor let people fondly. And about the memory of the hometown of information, in the group of people in the community, the rate of word of mouth is also fast, once opened the gap, Word-of-mouth spread of the marketing effect, than drilling, through train, SEM promotion is much stronger. And the daily commodity of food, the repurchase rate is higher. As long as a certain number of repeat customers, characteristics of agricultural and sideline products will be expected to profit.

To an adopter who has a local interest. Characteristics of the taste of agricultural and sideline products, first of all not necessarily for everyone to love, and again, try new things are popular consumers resist, because of the implied risk costs, but the network of the world there are many new adopters. Cargo groups, the most likely to appear daring to taste the people. Find them, become a part of the community, through their recognition, and then through their active transmission. Cargo not only can eat, most also keen to bask in food, like in a variety of gourmet community, in the diet on the influence of relatives and friends is also greater. Therefore, if the use of cargo power, the formation of core consumer groups, the radiation of the potential consumer groups are also very considerable.

Rural do electricity business, who invests?

The electric dealer has the risk, the investment needs to be cautious. Although in recent years the average per capita disposable income of farmers in the data on the rise every year, but the reality is that the current income of farmers to resist the risk of poor ability. In addition, the peasant community also lacks the experience and ability of business operation. Although there are similar to cashmere products among the "Hundred Strong E-commerce County" of Hebei Qinghe, relying on the high income of large electric business led to the formation of the electric business climate case. But Qinghe early in the electric shock, has formed an industrial cluster, upstream and downstream industry chain, which is also the Qinghe Cashmere products electric dealer can achieve the reasons for success.

For those who do not have the advantages of industrial clusters, there is no place can lead the way to the township, relying on collective power relatively feasible. Rural cooperatives lead, under the principle of voluntary initiative, through collective joint ventures, the establishment of electric business operations team, collective risk sharing. Or in the collective name, and Third-party electric companies to discuss cooperation. Agribusiness is responsible for the organization of acquisitions, control the quality of characteristics of agricultural and sideline products, to ensure supply, electric Company is responsible for operating sales. In this way, the characteristics of agricultural and sideline products due to non-standard large-scale production, may lead to the output can not keep up with the problem of sales, can also be effectively resolved. However, either model can not be separated from the support and guidance of local policies. But the local government in this model, plays both the guidance and cannot intervene excessively the role, is quite test.

Where do electricity dealers in rural areas sell?

The existing fresh electricity dealers, most of them have adopted the multi-redundancy model of the Platform + Third party platform. Agricultural and sideline products electric business, the platform is basically unrealistic. In addition to the construction of the platform needs to have a professional technical team, increasingly high network promotion costs, making the flow of access costs continue to rise, is the biggest constraint. The current flow of Chinese Internet access is basically bat three control, all the industry and enterprise online to take a piece, gruel situation is difficult to ease. I am in the enterprise, network promotion channels Rich, official website, the cat, micro-letter, a wide point of delivery, forum, community, you can obviously feel that this year's flow to obtain the cost of more than two years before the increase of nearly 30%, without a certain profit space, simply can not do. This is only the flow of access to the link, has not considered the conversion rate problem. First-time electric dealers, the weak risk resistance of rural economies, light Taobao flow to obtain the required through train, diamond show, promotional activities, are a lot of investment, Baidu and Tencent, the two major flow of imports of the purchase may have long been the rural economy can not bear the heavy. You know, now Taobao cat best entrepreneurial opportunity has passed, the flow of access to the cost of continued higher trend can not be avoided. Rural economy to do electricity business, focus on human and material resources, do a good job Taobao cat enough.

In this paper, some problems such as category selection, consumer group positioning, promotion mode and platform selection of rural economy are discussed. But abroad Wanderer sincerely hope that 800 million of farmers can share more results from economic development.