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650 Million Of The Rural Market Has Finally Begun To Accelerate Its Embrace Of The Internet.

2013/7/31 20:57:00 32

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> "hurry up to Taobao when you want to live." this group of Internet slogans has climbed onto the wall of Suichang County in Zhejiang. Taobao has begun to enter the village to brush walls.

The courtyard wall has always been the best outdoor billboard in the rural market. Taobao's participation in the "full of" marketing campaign is an attempt by Taobao. We can also regard it as a sign that the Internet has entered the rural era.

think of the slogans like "want to be rich, have fewer children, many trees" and so on. You will see how great and important this pformation is.

While the demographic dividend of Internet cities has gradually disappeared, 650 million of the rural market has finally begun to accelerate its embrace of the Internet.

The Internet is moving from the urban age to the rural era.

this is not only the assumption of phenomenon, but also the change of the structure of rural netizens.

By the end of June 2013, the proportion of rural population in China's netizens was 27.9%, and the scale reached 165 million, a slight increase compared to 2012, an increase of about 9 million 80 thousand people. "P"

In the past six months, the growth rate of rural Internet users was 5.8%, slightly higher than that of cities and towns.

The newly released China Internet Research Center "the thirty-second China Internet development statistics report" (referred to as "CNNIC thirty-second Internet Report") shows that 20 years after we entered the Internet era, we ushered in the growth rate of rural netizens surpassing urban netizens.

The prevalence of "Internet demographic dividend disappearing" in China is more accurate than that of P. The more accurate is that the urban Internet dividend has disappeared, and the rural Internet has just entered the period of accelerated development.

based on the data of CNNIC's thirty-second internet report, MI Biao projected the general Internet penetration rate of the whole country according to the urban and rural population projections: the total population in China is 1 billion 340 million, the urban population is 653 million, the number of Internet users in the city is 426 million, the penetration rate is as high as 65%, but the rural population is 6.87, the number of rural netizens is 165 million, the netizens are 591 million, and the popularity rate is only 24%.

popularization rate is from 20% to 60%. This is the way that the urban Internet has gone through from 2005 to 2010, and these five years are also the golden age of China's Internet development.

P, a vast territory, has made infrastructure such as electric light, television and telephone slow in rural areas. The lack of basic rural network facilities has also slowed down the development of the rural Internet, and now the obstacles are no longer there.

April 2013, the eight departments such as the Ministry of industry and Commerce jointly issued the "opinions on the implementation of broadband China 2013 special actions". In the opinion, it was pointed out that the goal of 2013 is to add 18000 broadband administrative villages to realize the broadband access or upgrading speed of primary and secondary schools in 5000 poverty-stricken rural areas.

As can be seen from this special project, the next phase of Internet popularization will further advance to the rural areas, and the number of Internet users in the rural areas will be further improved in the future.

more important is the rapid development of the mobile Internet in the 3G era, allowing the rural Internet to have the advantage of skip the fixed Internet and directly enter the mobile Internet.

According to CNNIC's thirty-second internet report, 70% of the new Internet users in the first half of 2013 came from mobile phones, and mobile phones have become the first source of new Internet users.

the reason why mobile Internet can develop rapidly in rural areas is closely related to another factor -- the lower the threshold of mobile Internet access.

You don't need to learn computer skills, you don't need to learn input methods, and you don't need to knock on English. As long as you use your fingers to draw a few or a few dots on your handwriting screen, you can see what you want to see and play what you want to play.

there is no doubt that the entry of the Internet will meet many basic needs of the rural population. This basic demand has never been satisfied by other entities.

For example, rural savings or remittances often cost half a day to travel between villages and towns, while mobile banking will make up for the shortage of traditional banking outlets.

For example, shopping in rural areas is not convenient, and mobile providers will have great potential in this field.

however, the Internet application which is really facing the rural market development is still blank. The foundation of the market is, and more importantly, how to use the business mode to open up territory and expand the territory. The foundation of the success of the business mode is the unique usage habit of the rural netizens.

In the view of MI Biao, there is a huge difference in the user habits of the rural Internet with the city Internet:

1, the core of the rural Internet is the mobile Internet rather than the traditional Internet.

mobile phone is the mainstream Internet device for rural netizens, with a utilization rate of 78.9%, far higher than the utilization rate of desktop computers and laptops.

2, the entrance of rural Internet is more concentrated.

because of the low education level of rural netizens compared with urban users, their acceptance of external things is slightly worse.

In your hometown, when you ask relatives and friends, do you use the Internet? They are actually referring to whether you are using QQ. Therefore, the concentration of traditional Internet in rural areas is much higher than that in urban cities. They usually call names only a few websites such as QQ, Taobao, Baidu and so on.

3, the user stickiness of rural Internet application is higher.

rural netizens are reluctant to change once they use a website or application. One is because they have little access to new websites and applications, and the two is because they believe that learning costs are too high and changing habits is relatively unacceptable to them.

4, compared with the Internet usage habit of Internet users in cities, rural netizens are more interested in entertainment applications.

games, video, e-commerce, news will be their main interest points.

5, QQ is often more popular than WeChat on mobile phones.

rural users have smaller scope of activities than urban residents. Local social relations can be completed by way of meeting and in line, and they often have strong curiosity in the external world.

Rather than chatting with friends on the Internet, they prefer chatting with strangers far away from each other to increase their knowledge of the world.

While WeChat is more focused on strong ties in social interaction, QQ is more likely to expand the weak relationship in social interaction.

6, the flow entry idea of rural mobile Internet is totally different from that of urban population.

because of the smaller scope of activities, the platform level applications such as popular comment and mobile phone map in the city have no market in the rural area. Therefore, the thinking about the entrance of the rural mobile Internet should be pushed down and reconsidered.

from 2005-2010 to five years of urban Internet prosperity, Baidu, Tencent, Alibaba and other giants have achieved the establishment of supremacy.

We can hardly say that the rural Internet will also be born in the next 5 years, but we believe such an opportunity will exist.