Please Be Less Conceptual And More Practical. Rural Electric Business Is More And More Exaggerated.

By the end of last year, domestic Online retailers There are more than 200 villages and towns, covering more than 70 thousand shops. In 2014, the total number of rural online shopping market reached 200 billion yuan and reached 420 billion yuan in 2016.

Under all kinds of advantages, Alibaba, Jingdong and Suning players are accelerating, while vertical emerging players such as Mu Tian and Cun Yue are starting to cut in. However, behind the thriving rural business, Lao Hu saw a buoyant wind and wanted to pour cold water on this hot industry.

First, although many peasant friends began to touch the net and accept the electricity supplier, the overall network, logistics and city in the countryside are very different. They value more.

Especially logistics, because logistics requires higher traffic and storage capacity, and the rural traffic environment is very complex. For agricultural products and other electricity providers, the seasonality is strong and the instability is very big. This is the biggest challenge for rural electricity providers.

Second, due to the decentralization of rural distribution, the effective rate of PC Internet is not high. Although the mobile Internet is booming, the network tariff is too high, and there are barriers to users' usage habits.

Thirdly, trust crisis, especially payment and Finance Link, how to get enough trust from farmers is doubtful. The penetration rate of bank cards in rural areas is very low, not to mention the modern payment tools such as Internet banking and Alipay. This is an insurmountable gap for the pure electric providers who sink the channel.

What is most worth mentioning is that this is also the most important point. The rural electricity supplier market is indeed an emerging market full of imagination and potential, but it is not so easy to really eat it. At present, the rural electricity providers only remain at the hot level of the concept. In the aspect of channel sinking, they are blind and helpless, and need to break through. They really engage in some measures that are popular with the people.

However, at the initial stage of any development, there must be some development problems, and all kinds of players are gradually dissolving it. In essence, the electricity supplier includes three streams: information flow, logistics, capital flow, and rural electric business is no exception. The following is a case from different dimensions:

　 1, from logistics Make an essay:

Since the fourth quarter of last year, Jingdong has opened rural service stores and county service centers, covering 5000 villages and distributing thousands of rural promoters in villages to cultivate villagers' online shopping habits.

　 2, from the promotion and financial capital flow:

Village music is essentially the equivalent of a rural classified information website. On the one hand, it is based on rural electric business to promote this road, and on the one hand, it exerting force in rural finance. This year, village village launched two rural financial products, including about 600000 villages and about 200000 network village officials, to solve the problem of landing products.

　 3, open up the flow of information from search:

For example, a mu company will provide agricultural products price and information search to solve the problem of unsmooth supply and demand information.

In the above three cases, the rural electric business promotion of village village is the most popular. This is equivalent to the fact that everyone goes to the gold rush business.

I believe you have seen the ancient "brush wall" this ancient marketing way, this is the village village music family skills. This kind of marketing seems a bit low, but it has worked well in rural electricity providers. If you do not see, those who "want to get rich, first build roads", "get rich, have fewer children, and many kinds of trees" and other rural wall propaganda slogans are very popular, because people can see it plainer and plain.

In addition to the poster, the village poster banner advertisement, the supermarket supermarket shop slogan, the village committee broadcast, the rural tourist attractions, the rural loan and so on form a marketing encirclement circle, which makes the rural electric business users nowhere to escape, and finally become a sharp weapon to open the hearts of rural users. The most important point is that village village employs the surplus labor force in the countryside to make wall advertisements, posters, DM and so on, so that farmers can earn money, so that farmers can receive some business normalization and establish farmers' business sense through the Internet. This is chewy.

In short, the overall direction of rural electricity providers is right, specifically on how to land in the future.

First of all, the use of search and other information to solve the problem of docking, and extended to the procurement and supply services, through transaction, payment, forming a complete chain.

Secondly, all kinds of rural electric business players need to promote the products in different rural environment and crowd characteristics.

Finally, the rural electricity providers should be localized products in line with localized consumption patterns, use the resources available in rural areas, recruit local labor force, step by step, step by step.