The joy and worry of the electric business "to the countryside"

"When we can like in the big city online shopping, you can choose Express, enjoy the city low postage, but also the day up, return goods and fast ah?" Miss Li, who is in Dali, Yunnan, often makes such an exclamation. It is not difficult to find, in the commodity diversity and logistics relatively poor in the four or five-line cities and rural areas, people hope that the desire to shop through the electricity business channel is more intense.

At present, the domestic electric business pattern still has not settled, the competition will be more white-hot in the next few years. However, the electric business enterprise has already killed in the first-line City red Eye, penetrates into two or three lines and the rural market has become the tacit understanding of each electrical appliance merchant, at the same time, the two or three line and the rural market net buys the trust degree and the logistics and so on the restriction factor also gradually highlights. How to expand this new market is the problem that the electric business bosses are facing together.

Potential opportunities:

Network permeability has rising space

The market increment of electricity merchant virgin land is huge

"Hello, here is XX Express, have your express, excuse me you at home?" "," you rest assured that express can come to our city, you can buy online "... The half month before the Spring festival, in Gansu Province, a four-line courier of the city of Liu Daily will have to repeat the words dozens of times, one side with the network has purchased the user confirmed delivery time, while with the network has not yet purchased users to introduce their own express delivery range.

I think I have to recruit a few more people to buy new Year's clothes on the internet. "Xiao Liu's city has a population of 2.81 million, is a prefecture-level cities." In order to subsidize household, Xiao Liu joined a courier company, responsible for one of the 540,000 population area. Xiao Liu told reporters, "was originally thinking of when part-time dry, but also facilitate their own online shopping, the results did not think of nearly one or two years Express package more and more, from the original day a single to now dozens of single day."

In fact, as early as last March, Cao, chief analyst of the Research Institute, made it clear that "the future increase in the size of the electric quotient in the two or three-line city." He pointed out that from the beginning of last year, the domestic online shopping market from the rapid growth stage into maturity, the next three years, China's online retail turnover rate of year-on-year growth in the 25%-30%, significantly lower than the 2007-2009 100% growth.

However, China's electricity market is still growing. Electronic business boss Alibaba, continued to get financing expansion of the market of Jingdong and the traditional retail-born suning have been spending huge sums of money into the field of electrical business.

It is noteworthy that the penetration rate of Chinese Internet users is still far lower than the United States and other developed countries. By the end of December last year, China's internet penetration rate was 42.1%, up 3.8% from the end of 2011. The 2012 Consumer and Technology Report, published by Forrester Research, a US market researcher, showed that the proportion of American adults using the internet every day accounted for 84%, more than 6% in the same period in 2011.

In fact, in Cao's view, the gap between China and the United States Internet penetration rate is giving domestic electric power providers a space for development. In which areas will this increment be obtained by the enterprise? Cao that the answer to this question is the two or three-line city.

According to China's urban division, the domestic first-line city refers to Beijing, Shanghai, Guangzhou, Shenzhen, Tianjin. Second-tier cities are provincial capitals, regional center cities, deputy provincial cities and important economic development cities, including Nanjing, Chongqing, Hangzhou, Qingdao, Jinan, Taiyuan, Yantai, Zibo, Baotou and other 43, and three-tier cities include Yinchuan, Lhasa, Baoding, Baoji, Qiqihar, Benxi, Huai ' An, Xiangtan, Dali and other 110 cities with less developed economies. The four or five-line city is all but above the city.

The market increment of electricity merchant virgin land is huge

In fact, the current green shoots of E-commerce in the two or three-line city has been rapidly expanding. Pang told reporters that since 2008 registered as Taobao users, she bought almost every new clothes from the Internet channel. "Although Baotou also has a lot of shopping malls, but a lot of brands and styles in the market still can not buy, even if the mall will have some new brands, discount intensity than the big cities will still be much smaller." "Pang complained to reporters," but on the internet is not the same, online buy clothes rarely hit the shirt, and the price is much cheaper. ”

"In the rapid growth phase of the electric business, the fastest harvest in the first ten years of China's online shopping is the front-line cities, the coastal cities and the economically developed regions," Cao said. In recent years, Xinjiang, Shaanxi, Gansu, Liaoning and Inner Mongolia and other provinces online purchase orders growth trend is obvious, the future increase of the entire electric business education scale will move to the two or three-line city.

Previously Alipay chief business intelligence officer Cheping said to the media, "from some data, the electricity business in the big city new user growth has stalled, in the future will rely more on the 345-line cities to grow new users." And, three or four-line cities are willing to buy online, the purchasing power is not bad, even higher than the people in the big cities.

Data show that with the development trend of Internet in China, in addition to online shopping has been very mature in the first-tier cities, Nantong and other three or four-line cities are unusually active, the daily turnover of more than 120 million yuan. In the Midwest region and rural areas, the emergence of online shopping in Gansu, Xinjiang, Shanxi, Qinghai is particularly evident, including Xinjiang, Gansu, one-day turnover is close to 270 million yuan, 190 million yuan respectively. In the past, the material and cultural life of these areas is relatively monotonous, but with the popularization of the Internet, their interest in emerging things far more than large urban residents. The lifestyles and demands of the three or four-line region are more representative of the domestic mainstream. Industry insiders believe that through the day cat "double 11 net Shopping Carnival" can be seen, three or four lines of urban consumption, will become a network of shopping next wave of the town.

Active layout:

"The countryside" becomes the giant development key

Development of Vitalize Logistics

"We are very optimistic about the development of the three or four-line city. The three or four-line city and rural market has great potential, which means greater development space for electric business enterprises. Jingdong Mall said to reporters that the "electric business to the countryside" strategy to hold a positive attitude.

According to the Beijing-East, the main source of sales is still concentrated in the one or two-line city, but the three or four-line city growth is very fast. They believe that the three or four-line city's consumption capacity is also growing at a high speed, and its consumer demand for online shopping is also expanding rapidly, as the three or four-line cities and rural areas of the popularization of Internet purchases, these areas will become the future development of the electricity business one of the key.

and Jingdong Mall as the development of small and medium-sized cities as the focus of suning easy to buy and Dangdang and other domestic electric business platform. Dangdang director said to reporters that they are expected to add more than 500 logistics hubs in the two or three-line city to deal with local internet users ordering.

At the same time, Suningyun Group Co., Ltd. Vice chairman Weimin also to reporters bluntly, "in the one or two-line market, we will upgrade the store, optimize the structure for the Super store, flagship store as a major direction." The further sinking of the three or four-line market is also a very important step in our development this year. "This year, in addition to consolidating and ensuring the one or two-line market advantage, the three or four-line market and rural market will be one of the directions of Suning's easy-purchasing focus." "Suningyun Group Co., Ltd., the president of Assistant Li bin added.

In addition, Tencent, which has tried to make breakthroughs in the field of electrical business in the past two years, also believes that the two or three-line urban population will be the main driver of online shopping. Related data show, in last year QQ net buys big promotion, the Netizen that comes from two or three line city accounts for more than 85%, non provincial capital two or three line city order amount accounted for more than 62%.

It is understood that the realization of the potential of the small and medium-sized city Tencent Rapid attack, the end of October last year, launched its Xun network Chongqing Operations Center. Xun Net CEO Bu Guangzi bluntly, in the next few years, Xun will invest more than 1 billion yuan in the southwest market.

Development of Vitalize Logistics

Bu Guangzi for the southwest layout is full of anticipation, he said, "Chongqing and Chengdu as the two core warehousing Logistics Base, its ability to service radiation to Yunnan, Guizhou, Jiangxi, Shaanxi and other provinces, covering all the two or three-line cities in the region, hoping to surpass Jingdong in 1-2 years."

In fact, as early as March 2010 Jingdong Mall in Chengdu began to hold positions, currently has 5 warehouses. Jingdong Mall told reporters that in order to enter the small and medium-sized City market, it has in the country 360 cities with nearly 900 distribution sites and 300 from the point, in 156 important cities to achieve the next day delivery service, with North China, east, south, southwest, central China, northeast six major logistics centers. "We hope to build a foundation for the development of small and medium sized cities with the help of a nationwide logistics arrangement." Said the chief executive of Jingdong.

In the tactical aspects of attacking small and medium-sized cities, Suning easy to buy and Jingdong mall play basically the same. Weimin to reporters: "Suning easy to buy this year's large number of regions from 44 to 60, we have this large area of the system and the next 2020 years the overall logistics systems construction together." ”

In addition, Dangdang President Yu also told reporters that Dangdang has upgraded the stability of the three or four-line city services as the focus of development, it has now entered the three or four-line market, but from the user experience, in the three or four-line city service stability is not as good as one or two-line cities. Almost all the electricity companies that decided to enter the countryside have taken logistics services as their first move into small and medium-sized cities.

Policy incentives:

All over the government to push the favorable policy

Electrical business talents to remain in the two or three line

In fact, in order to speed up the development of the electric business in the two or three-line city, local governments have also thrown olive branches into the electric business enterprises and individual owners of electric dealers.

Reporter learned that the northwest region of Xi ' an software city by the State Ministry of Commerce approved to become the first "national E-commerce demonstration Base", in this respect, Xi ' an high-tech zone, deputy Inspector Li said, "We will continue to strengthen E-COMMERCE infrastructure, certification, payment, logistics, credit and other supporting system construction, Gradually improve the environment of e-commerce development. In the next five years, the High-tech zone E-commerce demonstration base will attract more than 1000 domestic and foreign e-commerce and related enterprises settled in.

It is understood that almost all provinces and two or three-line cities will be information in the key strategy.

Late January this year, Jilin Province, the governor of Baying in the report of the Jilin provincial government made it clear that the introduction of E-commerce and urban Logistics distribution system demonstration project as the focus of the government's work this year. Meanwhile, in order to get more people to contact with E-commerce, Shanxi province also actively promote the "telephone, computer, television" three-line into the village "three nets in one" project, trying to let poor people in mountainous areas to enjoy the lowest price of the most comprehensive information services, effectively reduce the use cost of e-commerce users.

In addition, Wuhan City in the last year also launched the "Double Push" project to promote E-commerce construction, according to the Wuhan Information Center in charge of the introduction, "Double Push" project refers to corporate Internet and E-commerce application promotion projects, including free for small micro-enterprises to build websites, free use of related software, provide technical advice

The same is true of the Chengdu government, which also gives support to local power companies. Reporter learned that the Chengdu city in April last year to the business E-commerce services to the single household maximum of 10,000 yuan subsidy support.

It is noteworthy that all over the government's favorable policies to the electric business generally focus on the local enterprise information and local agricultural products to go out of the electricity business channels, for the electric business enterprises in the two or three-tier cities to land the incentive policy is relatively small, and most also has not yet done policy refinement this level.

Electrical business talents to remain in the two or three line

At present, the two or three-line city in the electricity merchants to attract investment efforts have attracted a number of electric business sites camping. Reporter learned that the name of the shoe library, the new egg nets, Milan nets, shoe nets and so on have settled into the second-tier cities, from E-commerce enterprises themselves development considerations, large-scale E-commerce sites based on second-tier cities can effectively reduce their own costs.

At the same time, from the relevant data, the Internet talent also have the will to stay in the two or three-line city development, which will make the "electricity merchants to the countryside" further speed up. According to the job network data show that this year to flee the "North Canton Deep" in the proportion of high-end talent up to 16.65%, these hopes to the two or three-line city of talent from 8 industries, including communications, computer software, trade, Internet industry, these four areas are closely related to E-commerce.

Industry insiders said that the power of the operators to retreat to the two or three-line city in fact with small and medium-sized City Electric enterprises pay the pay. According to the Pay research report published by the relevant agencies, the E-commerce industry ranked runner-up, up 9.71%, only below the top of the consumer-goods industry's 0.06% in the average pay rise in 12 industries, including consumer goods and high technology, this year.

It should be noted that in the surveyed enterprises, the two or three-line city wages continued to surpass the first-tier cities, the former average pay rise of 9.46%, the first-tier city economic leadership pattern has been broken.

Difficult to solve:

Online shopping trust is difficult to improve

Express is difficult to reach and concessions are difficult to enjoy

"From the Internet penetration data, it can be said that the electric dealer in the two or three-line city layout is basically mature, but the four or five-line city and rural areas, whether from the network infrastructure or users trust in the network, are not enough", e-commerce experts, leisurely network CEO Li Daishan so think.

According to the latest data released by CNNIC, there is still a big gap between urban and rural internet penetration, as of the end of last December, the internet penetration rate of urban residents has reached about 60%, while rural areas currently only 27.6%.

Industry insiders believe that the cause of this phenomenon is relatively complex, some people's internet demand is not strong, the various applications on the Internet and its real life still exist distance, and thus did not form enough demand to stimulate their learning and accept new things. At the same time, the current Internet use still has the technical threshold, has certain request to the individual knowledge skill. Whether the lack of demand or the existence of learning threshold, to solve these problems is not only relying on simple infrastructure construction, cost reduction and other means. And the level of the four or five-line city and the rural population is lower than the two or three-line city, so it is still difficult for the non-netizen net to be promoted.

At the same time, four or five-line cities have relatively low degree of trust in online shopping. "A penny for the price of goods, online sales of things so cheap, quality can be good?" "An Huai ' an citizen, Mr. Qi told reporters that the reason for their not online shopping is the price of electricity products to express doubt. In addition, the security of digital payment means such as net silver is also the important reason that Mr. Jeanzy is cautious to the net purchase.

It is noteworthy that the majority of those who doubt the electrical and silver network are middle-aged people, which is the main purchasing power of small and medium-sized cities.

Express is difficult to reach and concessions are difficult to enjoy

Logistics has also become the objective reason to hinder the gongchenglvede of electric dealers in small and medium-sized cities and rural markets. This, the Netizen Mr. Xu deeply has the experience.

This year before the Spring Festival, Mr. Xu is ready to give a four-line in Gansu Province, a network of parents to buy an electric baking pan as a New year gift, in the home appliances business platform compared to the price, selected Taobao a price of 178 yuan products. "I went to the mall to see the cost of half, and still is the parcel post, so see is quite cost-effective slightly, but with the store mail courier, our city did not have a presence, I can not enjoy the package mail, only EMS or other Express, calculate the light postage on 60 yuan, the price advantage is much smaller. "said Mr Xu.

Not only the laying of the courier has not covered comprehensive, the same is a courier company can reach the area, small and medium-sized city of postage is more than a first-tier city expensive at least one times.

Beijing Business Newspaper reporter Login to the major electric platform can be found, Beijing electric dealers with a product sent only 6 Yuan Courier fee, Guangxi, Gansu, Shaanxi, Guizhou and other provinces, the postage needs 12 yuan, Xinjiang, Tibet and other land is up to 20 yuan.

In addition, Mr. Xu also told reporters, "even if the express can go to, the electricity business to mail, but return goods is also very inconvenient, like every customer prudential goods in most of the one or two-line city can be returned to the goods, but in many small and medium-sized cities and rural areas are currently unable to achieve, other electric dealers of the day, the next day Tatsu we can not enjoy.

Because of this reason, in Guangxi Yulin's Miss Sue can choose the net purchase products are also relatively single. "I only buy clothing on the internet, small size products, one because the weight of light postage less, second, even if not satisfied, want to change that is more than a few days and then dig a postage, and like everyone electric class can not buy, they can not send ah, helplessly watching the online home appliances a lot cheaper, is not to enjoy," Miss Su explained to reporters, "of course , can go like suning easy to buy the same cable shop site, but not every small and medium-sized cities have suning appliances (002024, shares bar) of the entity shop. ”

"Indeed, when the problem of logistics warehousing solution to the power of the real sense of the countryside is the key, this not only affects the speed of the electricity dealers to the countryside, but also makes certain websites selling large products without conditions to penetrate," said Eric Kingston, a consulting analyst. " ”

Electric Business Enterprises In addition to the beginning of the single fight in the logistics services in the vertical laying outside, but also with the express industry and retail industry and other industries to try to jointly promote. It is understood that Alibaba Group plans to jointly industry enterprises, capital and financial institutions to invest 100 billion yuan to prepare an intelligent logistics network, the company's main task is to build a 8-10 years to support the daily average of 30 billion network retail sales of intelligent logistics backbone network to support the growth of tens of millions of new enterprises, In the end, any one region in China can achieve delivery within 24 hours.