How Do Electric Giant Companies Aim At The Countryside?

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< p > the growth rate of online shopping in 2013 was 13.6 percentage points higher than that in cities. < /p >
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< p > talking about rural slogans, people's impression that most of the people occupy the bungalows are policy slogans such as "family planning is the basic national policy", "want to become rich, have fewer children, and many kinds of trees". < /p >
< p > nowadays, the big business people are coming to the village. Wherever they go, they also leave a mark on the wall: < /p >
< p > "if you want to live well, hurry up to Taobao". "Fellow townsman see the villagers, shopping to Dangdang", "get rich and work hard, frugal live by Jingdong"... < /p >
< p > recently, the official micro-blog of the Jingdong mall sent a message: "we can go abroad and also go to the countryside. When we get up and get into the New York Times Square, we can spread all the red brick walls in the countryside." Jingdong said that more than 8000 advertisements have been launched nationwide. < /p >
< p > July 14th - 20, Alibaba, Taobao, Juhuasuan, Tmall Electric City in more than 2600 counties and cities to provide consumers with the "national postal package, delivery to households", so that county consumers can experience the same online shopping services and products of second tier cities, and implement the channel sinking strategy. < /p >
< p > < strong > rural area has become the network retail blue ocean < /strong > < /p >.
< p > How did the giant business executives take aim at the countryside? < /p >
The data released by the National Bureau of statistics can be used as a background: in 2013, the per capita net income of rural residents increased by 12.4% over the previous year, while the per capita disposable income of urban residents increased by 9.7%. The data released by Alibaba is more direct: in 2013, the growth rate of China's online shopping consumption was 13.6 percentage points higher than that of the urban market. < /p >
< p > rural people's purse is strong and consumptive ability is strong. However, at present, most of the counties in China are lagging behind in the construction of economic and business circles, and there are few large shopping malls and prosperous central business districts. Even the "nutrition line", "Kang Shuai Fu", "ah Das" and other cities have no place to live in Shanzhai products, which are popular in small rural supermarkets. < /p >
< p > Network retailing has made up for the fact that the physical retail in the county area is relatively backward. With the convenience and price advantage of online shopping, the consumption quality of small towns and rural residents can be improved. Famous brands are popular in the county area, while the survival space of Shanzhai products is getting smaller and smaller. < /p >
< p > statistics show that among the 44 brands extracted from Tmall, there are 32 brands in the county at which the average annual turnover is higher than that in the second tier cities. Take the Red Dragonfly as an example, in every 100 yuan consumption, 42 yuan comes from the county user, 31 yuan comes from the second tier city user, the other 27 yuan comes from overseas, Hong Kong, Macao, Taiwan, and three or four line city users. < /p >
Internet retail in county area p has a prominent role in stimulating domestic demand. According to McKinsey's report, only 43 yuan per 100 yuan of online retail consumption is an alternative consumption, while the other 57 yuan is a new consumption generated by stimulation. If there is no online retail, it will not generate this 57 yuan consumption. < /p >
< p > < strong > a rural area. The two sets of electricity suppliers play < /strong > < /p >.
< p > at present, Taobao and a href= "http://www.91se91.com/news/index_s.asp" > Jingdong < /a > all go to the three to six line cities to carve out "caravans". The content of the activities looks similar: nothing more than sweeping codes, online shopping, advertising billboards, netizens interaction and so on, and radiating rural areas on the basis of towns. China's largest two electricity suppliers Alibaba and Jingdong have cooperated to start the channel sinking strategy. < /p >
< p > however, the difference between the two modes of operation has brought about great differences. Ali's Tmall and Taobao provide a platform, all sellers are from the third party, while Jingdong's business focus is mainly on self run. < /p >
< p > the threshold for opening shop on Ali platform is low, and many sellers come from counties and rural areas. And to become a supplier of Jingdong, the demand for enterprise scale and brand is higher, and the rural sellers are often "unable to". Ali's logistics relies on third parties. Postal services can fully cover the rural areas. The volume of business in the rural Taobao has an absolute advantage over that of Jingdong, Dangdang, etc. {page_break} < /p >
< p > Jingdong channels sink to expand consumers outside the second tier cities. Shen Haoyu, chief executive of Jingdong mall, summed up the channel sink this year to let residents of small towns know what Jingdong is doing. And Ali has both sellers and buyers of the two channels sink. < /p >
< p > the third party e-commerce platform represented by Taobao provides farmers with low cost ways to start businesses online. Jia Peixiao, who was in the village of Wan tou village, Boxing County, Shandong, took the ride. "Wan tou village has a long history of manual craftsmanship, with a population of less than 5000 people, but there are more than 500 Taobao stores with more than 1 million yuan annual sales," Jia Peixiao sighed. "Local villagers are transformed from producers to sellers, and lead to the development of a large number of surrounding industries. We can say that everyone in Wan tou village shares the dividends brought about by e-commerce development." < /p >
< p > according to the statistics of Ali Research Institute, as of November 30, 2013, the number of registered shops with normal operation in Taobao and Tmall was 203.9 000 in rural areas (including counties), an increase of 24.9% over the end of 2012, of which 105 were registered at village level, an increase of 76.3% over the end of 2012, a net increase of 46 000 rural online stores. Products such as agricultural products, furniture and specialty products are coming to the city through Sellers on the Alibaba platform. < /p >
< p > the gathering and development of the characteristic industries of Taobao village has a strong radiation effect on the surrounding areas. It not only realizes the expansion of the industrial chain, but also absorbs large numbers of population aggregation, making the "Taobao village" expand from "village" to "town". < /p >
< p > Jingdong insists on self-management, and is more controllable in the city's products, logistics and services. But this "magic weapon" went to the rural areas because the cost was too high, and the income was too small, so it was difficult to get around. Moreover, the self driving mode of external enterprises, especially grassroots entrepreneurs, is far less powerful than the third party platform. < /p >
< p > < strong > the key to the electricity supplier's sinking is logistics < /strong > /p >
< p > for the online shopping, the bottleneck of logistics in rural areas is always an unavoidable problem. In rural areas, especially in economically underdeveloped areas, there are far fewer roads, higher logistics operation costs and lower input output ratio. Courier companies are usually reluctant to deepen the rural market. < /p >
< p > especially for self built logistics distribution platform, logistics constraints in rural areas are more obvious. Wang Xiao, who lives in Beijing, buys daily necessities in shop No. 1, and even sends rice to the door. Thinking that the elderly parents living in Beipiao, Liaoning are also more convenient. They intend to let the No. 1 store deliver rice to their homes. As a result, when she chooses "Liaoning Beipiao", she finds that "the current area is not sold". Even if they are shopping on Taobao, they will send them to the post office in the town to enjoy the service of Beijing express delivery. < /p >
< p > at present, only China Post has a logistics network that covers the whole country's rural areas, campus and remote and extremely cold areas. However, there are still considerable limitations in the service delivery of the private courier companies such as Shun Feng, Shen Tong, Zhong Tong and rhyda. The speed, convenience and choice of logistics in rural areas are far less than that in cities. < /p >
< p > "the most important thing is to sink the logistics channel when the electricity supplier sinks." Ali Research Institute senior expert Chen Liang said. < /p >
< p > developing logistics channels sinks. Alibaba mainly integrates the express enterprise resources through its logistics information platform rookie network. In June of this year, China Post and Alibaba reached a cooperation agreement. China Post opened up its service network to more than ten thousand Internet users. The private courier companies could rely on postal outlets to develop the rural express market. And Ali group's stake in the day, now able to achieve the country's 2600 districts and counties of large household appliances "sell to the village, delivery to the door, service to households". < /p >
< p > Jingdong is proud of its self built logistics system built over the years. Self built logistics is still a magic weapon for its channels to sink. Its original "XianFeng Railway Station" mode encourages staff to go back to their hometown to start business and set up distribution stations. At present, 145 employees have gone back to their hometown to expand their business after concentrated training. The staff are responsible for the distribution and sales work in a district and county, and are also responsible for picking up parts, replacing the goods and paying cash on delivery. XianFeng Railway Station is incorporated into the Jingdong self built logistics system. < /p >
< p > however, the speed of self built logistics coverage is far less than that of the third party logistics. From the half year of Jingdong, the large scale "Jingdong Caravan" route is mainly seen in prefecture level cities, and its consumers are far from expanding to the level of rural areas. < /p >
< p > "with the development of Internet and logistics infrastructure in the county level, < a href=" http://www.91se91.com/news/index_p.asp "> rural < /a > area is becoming another blue ocean of online retail development. Chen Liang said. < /p >