Jingdong Channel Sink To Occupy Rural Market

< p > here, the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes "< hat > net" to introduce the Jingdong to the countryside "brush the wall": the channel sink to seize the rural market.

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< p > "life wants to be good, hurry up to Taobao", "get rich and work hard, live frugal and rely on Jingdong", "fellow townsman see a fellow townsman, shopping to Dangdang"......

These slogan slogans of "ground gas" are increasingly appearing on the earth walls of villages and towns in many provinces.

It can be seen that the killing of Internet providers is spreading from cities to villages.

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< p style= "text-align: center > > strong > Jingdong channels sink to occupy rural" a href= "http://www.91se91.com/news/index_s.asp > market < /a > /strong > /p >

< p > under the constraints of insufficient purchasing power, low computer penetration rate, lag in network construction and low cost and high efficiency of logistics, the urban and rural markets of 3 to 6 lines have been in a state of neglect in the era of PC.

However, as the mobile Internet reduces the threshold of people accessing the Internet, the activation of the rural market has become the most stirring story in the era of mobile e-commerce.

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< p > < strong > village temptation > /strong > /p >

< p > in June 18th this year, Jingdong produced two advertisements in official micro-blog: one is a huge advertisement on Jingdong's 618 section erected in New York Times Square, and the other is a red letter painted on the side wall of the roadside.

The micro-blog said, "you can go abroad and go to the countryside. When you get up and get into the times square of New York, you can spread the red brick walls of the countryside through the earth's atmosphere.

Promotional advertisements appear in China's rural areas and Times Square in New York, two blue seas, Jingdong must have both! "< /p >

< p > "in 2014, Jingdong positioned" channel sinking "as one of the major strategies of the company.

Wall advertising is one of the market initiatives to promote Jingdong's channel sinking strategy. The purpose is to let more small cities and rural market users understand and recognize Jingdong.

"Jingdong mall group CEO Shen Haoyu told me.

Jingdong's data show that the growth rate of orders in low level cities has surpassed that of the first and second tier cities.

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< p >, according to the relevant person in charge of Jingdong group, "from the fourth quarter of 2013 to now, Jingdong has painted slogans on 8000 walls of 145 cities across the country.

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< p > except for the Jingdong that has just visited New York Times Square, and Alibaba, who is going to New York to create a miracle.

In July 10th, Alibaba group announced that the channel sinking strategy should be launched in an all-round way. Under the group's Taobao, Tmall Electric City and Juhuasuan Union, with the help of rookie logistics standardization service and mobile Taobao two-dimensional code scan code purchase, it will be fully close to the three or four line urban online shopping consumers. The delivery of goods to households will take the lead in the more than 2600 counties and cities nationwide.

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< p > according to the "county online shopping development report" released by Taobao, the county's per capita online shopping cost and the number of online shopping have gone beyond the first and second tier cities.

The analysis of Ali Research Institute also found that the consumption of online shopping in 2013 increased by 13.6 percentage points over the same period of the year, and became a new growth point of online shopping consumption.

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P > low - line cities and rural markets will be "China's largest Internet users", and the group "hasn't been activated", which has almost become the consensus of the industry, and now seems to have reached the time of pressing the startup key.

As the growth space of a second line city is becoming more and more limited, it is very important to expand the market of 3-6 line towns and rural areas.

Moreover, the retail industry of these areas is not developed enough to meet the needs of consumers, and the electricity supplier has a more obvious advantage.

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The demand for < p > strong > "another yuan" is less than /strong > /p >

Less than P, the first line of electricity supplier's plan to go to the countryside has just begun, and some small business companies have already tried to sink the channel to the low level towns and rural markets.

Founded in 2006, trading treasure is the first electricity supplier to locate in the rural market and rural migrant workers. The founder, Zhang Xiao Wei, gave up his chance to read in Tsinghua University and set up a "Pro farmer" business with several friends.

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< p > "there was only a very simple idea at that time: all Chinese people should have fair shopping opportunities.

It is hoped that an equal shopping opportunity can be pushed to the most needed people through the technological means of e-commerce. This group is the peasant workers living in the bottom of the society and the consumers in the low-level towns.

There is no recognition in the group of big brands that are widely publicizing.

No suitable brand is suitable for this particular group, but these groups also need to consume. This is a huge market ignored by everyone.

"Zhang Xiaowei explains his original intention so.

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< p > after eight years of deep ploughing, the trading volume of trading treasure was close to 2 billion yuan in 2013, and the sale and purchase of the treasure mall included more than 10 kinds of merchandise including mobile phone numbers, clothing, skin care products, ornaments and so on, with more than 8 million visits per day.

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< p > because small towns and rural users mainly use their mobile phones to access the Internet, trading treasure developed the shopping mode suitable for mobile Internet very early.

"We went to the countryside to brush the walls many years ago.

"Business treasure relevant person in charge told reporters.

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< p > whitewashing is just the beginning.

It is undeniable that, as the two yuan structure of urban and rural areas, the "one yuan" rural market has a very different market environment with a second tier city. There is no need for compel and feelings. The gold lettered signboard here is not Kim Su Hyon but the legend of Phoenix.

In a word, it is not feasible to make good use of efficient marketing in cities.

Although the Internet Co that brush the wall tactics and foreign style are not in tune, it is proved by electrical appliance manufacturers, mobile phone manufacturers and operators that this is the most effective measure.

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< p > of course, no matter how successful the brand building and marketing are, the ultimate support is logistics. The last mile of the electricity supplier is still a difficult problem.

Ali and Jingdong have begun to exert their strength.

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< p > with the layout of many years of rookie network, this year, including the big electric appliance (large household appliances), the Ali electricity supplier can deliver goods to households in more than 2600 districts, more than 38000 townships and about 500000 villages.

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< p > as of the end of March, the Jingdong distribution station has covered more than 1700 districts and counties in 495 cities nationwide, and this year will vigorously expand three to six cities and expand the operation network.

But for areas with relatively small orders, they will cooperate with local sites for distribution.

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< p > < strong > "send in" and "go out" < /strong > /p >

< p > if network and logistics can be opened up, "sending in" is easier and at the same time means "moving out" is easier.

Furthermore, if the logistics routes from big cities to low level towns and rural markets are to be opened up, this is not only the pformation of the electricity supplier, but also a great potential commercial revolution.

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< p > in July this year, the Alibaba held a "county magistrate conference", invited the Secretary and county magistrate of 26 provinces and 176 counties and cities to Hangzhou Alibaba company to explore how to play the "big business" in "small town".

Some successful experiences in counties and townships which have been moving faster in e-commerce have been shown in a concentrated way.

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< p > Suichang county is the famous Taobao County in China. There are more than 1200 Taobao stores in the county, of which more than 20 are above the crown.

Not only tea, bamboo shoots, bamboo charcoal and other processed local products were welcomed, but also pioneered the sale of fresh pork online and the northern border red group purchase, and opened up a new situation in the fresh online retailing, forming a nationally known "Suichang model".

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< p > by developing "a href=" http://www.91se91.com/news/index_c.asp "electricity supplier < /a > economy, Suichang has not only formed a new market system of agricultural products online wholesale, online ordering, online bidding, online trading, online settlement, and remote delivery, providing new channels for high-quality agricultural products, reducing or reversing" scissors difference ", and developing logistics and distribution system, absorbing rural labor force nearby employment. The research center of Ali Research Center said:" Taobao village "was completely spontaneous, and now Taobao county is gradually becoming an important thinking of the government's economic development.

From Taobao village to Taobao County, not only did the young migrant workers go back to their hometown to start their own businesses and work nearby, but also promoted the development of the local economy and society. The problems of the elderly support and children education caused by the phenomenon of "empty nest" in rural areas were also improved.

"A research report by Ali Research Center said.

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