"City + Township" To Eat Electricity Providers To Make China'S Retail System "Change The Sky"

"The full attack on the rural market", this day has been a long violation of the electric business oligarchs.

From a certain perspective, around 2005,

Starting the operation of Taobao village in all parts of the country is the initialization of the consumption habit of rural online shopping.

In the past 3 years, the efficiency and means of e-commerce penetration into the rural market has become increasingly frequent, intensive and diverse.

In some economically developed and convenient logistics rural areas, the wall advertising hegemony is usually not seed, fertilizer, but electric business. For example, if you want to live well, hurry up to Taobao...

After that, there were also movie launch "caravans", village service teams and post online shopping agents.

What exactly does the rural market mean to the electricity supplier? "6 hundred million of the rural consumer groups represent half of China's social consumption, and decide whether the electricity supplier industry can enjoy another round of" golden 10 years ".

This is the view of Zhang Sufeng, Deputy Secretary General of Henan Electronic Commerce Association.

A data released by the National Bureau of statistics can serve 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.

"The incremental weakness of urban online shopping is the core incentive for the oligopoly of the electricity supplier to deepen the rural market."

Zhang Sufeng said that its typical symbol is that after 2012, the sales growth of "double 11", "6. 18" and other electronic commerce festivals has not doubled.

But objectively speaking, before 2013, the penetration of electricity providers to the rural market was scratch, and the biggest constraint was logistics.

If the villagers in a certain Valley in western Henan bought two barrels of oil, such an order would be enough for any electricity supplier to avoid.

And all the beautiful advantages of price subsidies, delivery and so on in the electricity market have been zeroed in the rural market.

Why do electric providers suddenly attack the rural market?

Behind all the coincidental stories, there must be a mature logic of "condition + environment".

To put it simply, this is the result of a combination of policy dividends, the hunger for food and the ice breaking mode.

Dividend policy is the most obvious.

At the end of last year, the central policy level released a strong signal to promote rural electricity providers.

For example, the Ministry of Finance and the Ministry of Commerce jointly issued the notice on developing e-commerce integrated demonstration in rural areas, and this year's "central No. 1" document also focuses on agriculture related electricity providers.

This means that it will be profitable to go with the policy.

As for the "hunger", Jingdong and Suning are most active.

Because the two common enemies are Alibaba. If we cannot break the scale of Ali, the supplier and brand will not finish the team.

"Completing overtaking in the rural market is the last chance for Jingdong and Suning to catch up with ALI.

Because China does not yet have an urban and rural electricity supplier.

Gao Bo Bo, founder of Henan's Magnolia electronic commerce, believes that this round of rural infiltration competition is why Jingdong and Suning are eager and positive. They take advantage of their own logistics advantages and quickly seize a larger share of the rural market.

Can you really chew the rural market? You know, the traditional supermarket industry has studied for 10 years, and has not got the main points.

No one can give a completely positive answer. As Suning and Jingdong say, the "ground service" mode has just entered the incubation period, far from profit making. Two.

"Compared with tradition

The mode of electricity supplier's penetration into the rural market has changed dramatically.

Gao Erbo believes that the characteristics of the rural market are dispersive, low frequency and low volume. Therefore, it is difficult for the traditional retailers to store up the three major costs of goods, personnel and stores.

However, the electricity supplier ground service station is a "off-site pick up" shopping mode. After collecting online orders, it will pmit to the county or city level logistics center.

What's more, the franchised expansion of the electricity supplier only requires the export of operating standards, the exchange of goods resources, and the closing of sales, distribution and after sales services with franchisees.