How Should The Rural Market Be Marketing?

The potential of the Chinese market is huge and special, and the theory of applying classic marketing textbooks can not succeed in the Chinese market.

The urban market is so great that the rural market is even more so.

With China's accession to the WTO, competition among the central cities is becoming increasingly fierce, and more and more enterprises are turning their attention to the rural market.

Compared with the urban market, the rural market has greater difference. If we do not go deep into the rural market and rural consumers, blindly entering the rural market is very dangerous.

Analysis of rural market

Huge market potential

In 2002, the Engel coefficient of rural households dropped from 67.7% in 1978 to 47.7% in 2001.

The consumption potential of 238 million families composed of more than 800000000 rural population is huge.

In this huge market, the rate of popularization of any commodity will increase by 2 million 380 thousand percentage points if it increases by one percentage point. This figure is enough to make every enterprise interested.

Regional differences are large; China is vast and rural is distributed all over the country.

First of all, the local environment is different. Residents who live in plains, mountains, hills, highlands, grasslands and deserts do not have the same requirements for product functions.

Secondly, due to the different levels of economic development, the purchasing power of rural areas in various places presents a hierarchy.

Thirdly, regional cultural differences lead to different preferences of rural residents for different forms of advertising and promotion.

In conclusion, there are great differences in rural areas in different regions. Appropriate marketing strategies should be adopted according to local conditions.

Imperfect consumption environment

Compared with cities and towns, China's rural basic initiatives are very backward.

The television signal is few and receives poorly; the electric power supply is insufficient, the voltage is unstable, moreover the electricity expense is high; the pportation premise is bad, the pportation cost is big; the lag foundation measure construction has grim the rural consumption development.

"View" rural consumer behavior

Consumption compares each other.

There is a striking contrast between farmers' consumption seeking and comparison.

Most farmers do not decide their buying behavior according to their subjective needs, but decide their own consumption behavior based on others' consumption behavior.

They focus on the response of individual consumption to members of social relations.

We can often see what they want to buy and buy wherever they want.

The typical case is that if a few farmers in a village have a phone call, the telephone penetration rate in this village will reach a higher level even in a relatively short time, even though the usage rate of this phone is very low.

Holiday spending rises

Frugality is very prominent on farmers.

They spend a lot of money in daily consumption, pay attention to practicality, do not consider varieties and quality; but with this contrast, in some major events and festivals, such as: funeral, housing construction, Spring Festival, farmers go to change their normal frugality, take out the money they usually save and save, and spend unreasonably.

From eating to using, from dressing up to buying.

What is more, we should not hesitate to borrow money and spend a few days of happiness in debt for years.

Human consumption expenditure is large.

Farmers face the relationship between people and their emotional connections. Human consumption plays an important role in the daily life of farmers.

In the countryside, marriage and funeral must send gifts and gifts to each other.