The electricity business to the countryside is the very hot topic recently

Electric business in the countryside is a very hot topic recently, electric dealers in the one or two-line city plowing for so many years, it can be said that the market has dug almost. And when Jingdong and Ali will tentacles to the rural extension, people suddenly found that there is still a market of nearly 900 million people still not "electric shock." The national popularization of the Internet has been popular for so many years, in fact, the rural people are not particularly unfamiliar with the electricity quotient, there seems to be no better than the moment to cut into the rural market, but really?

I grew up in the countryside, and recently just because of the research project visited Guangdong province nearly 20 different counties and cities township. As far as I know, the electricity business in the countryside is not so simple. At present, the movements of the Giants can only think of some foreshadowing, rural electric dealers want to really explode, there are several checkpoints to cross.

Checkpoint One: Payment issues

The problem of payment is a difficulty for the electric dealers to enter the rural market. As far as the author visits the situation, if to the county level can basically find four banks, but to township level, the number of banks to open business outlets will be drastically reduced. If the township is closer to the county, it is possible to find a bank network. If it is far from the county center of the township, most of them can not find the bank outlets. Rural residents are basically put money into credit unions, if children work outside, or even mainly through China post to the home remittance.

The prevalence of bank cards in rural areas is still very low, not to mention the modern payment tools such as Net silver and Alipay. In the process of the author's visit, more than 90% of the respondents did not open the net silver. As the economically more developed Guangdong region is the case, the situation in other rural areas of the mainland should be similar.

To open up the rural market, the first thing to face is this situation. In a short time, want to let the rural people use online banking, Alipay, etc. is not realistic. In other words, you can only take the delivery of goods to the payment method. Or now in the countryside began to gradually popular purchasing services: The village of a few network of silver will be online shopping for all the people to service, charge a certain amount of processing costs. Either way, there is no doubt that the capacity of the market is greatly limited.

Checkpoint Two: Logistics problems

Admittedly, China's logistics industry in the past few years has been rapid development, but in rural areas is still very low coverage. In the author visited more than 20 township, there are 2, 3 Fu Township found Shun Fung Business point, in addition to some found Shentong Express business Point, but more township in addition to China Post's business point, there is no other private courier company's business point.

The electricity merchant goes to the countryside, certainly must solve how to send the goods to the question. The current situation is that in addition to China post, the majority of other private courier companies can only cover the county level, a small number of can cover to the town level. But China's rural areas also have a feature, that is, the population density is far lower than the city, and traffic construction is not perfect. This may result in the purchase of goods online, can only be delivered to the town and even counties, get very troublesome problems. Before the author has been online to home to buy a fan, the results can only be sent to the nearest home more than 20 kilometers of county, the whole shopping experience is very bad.

Logistics is the second major checkpoint for the electric dealers in the countryside.

Level Three: popularization of education

It is not a novelty to see computers in the countryside, and many villages are connected to broadband networks. However, the Internet, especially in the rural areas of the popularization of E-commerce is still a big problem. Over the past few decades, the population as a whole has flowed to big cities. It is undeniable that most of the people in the rural areas of higher education, except for the development, leaving more than the elderly, children and young people with lower cultural levels. Although many people have bought a computer, the result is only used to watch TV, play QQ games, stir fry stock. Online shopping because there are more links involved, more complex to operate, in rural areas is far from universal, but a small number of cultural level relatively high people can master the technology. Taobao purchase shop in many rural areas can live so moist is this reason.

If only less than 5% of the people in a village know how to shop on the Internet, where does the electricity merchant go to the countryside? However, it can be foreseen that the future of rural network purchasing business is bound to become a very large market, the Rapid Research Institute Dean Dingdao Division also elaborated.

Checkpoint four: Grounding gas problem

Rural is a completely different market, different geographical environment, education level, economic strength all determine the future of rural Electric Chamber of Commerce is a and now completely different form of things. We often say that we need to connect with the atmosphere, to contact and understand the target customers more. From Beijing to the countryside to brush the wall, the Giants are indeed trying to use grounding gas to do their own propaganda. The problem is that understanding the customer is not what you want to know. You do not see how many foreign internet giants into China after the acclimatized, and finally fold. Don't they want to be grounded and close to Chinese users? But to think is one thing, can do is another thing.

Before this, China did not have a particularly successful electric business enterprise in the rural market, Ali and Jingdong also can only stones. Even the reference samples are not, the rural market understanding and familiarity is bound to go through a more lengthy and painful process, this is a checkpoint.

In conclusion, the author thinks that the electricity business is a gimmick in the countryside. Whether it is Ali or Jingdong, it is now more of an exploratory market behavior and strategic defense. For the electric business, the rural market is really a full of imagination, the potential is big enough in emerging markets, but it is not so easy to really eat. For the Giants, it might be safer to start at the county level and grope for the infiltration.

Wen/Danan