Rural Electricity Providers Staged Enclosure War. Ma Yun And Liu Qiangdong Were Busy Making Festivals.

In 2015, the last hot spot in the field of e-commerce must belong to rural electric business.

Recently, Ma Yun, Liu Qiangdong and other industry bigwigs have set up platforms for their respective rural businesses.

Alibaba and Jingdong have launched their own festivals such as annual festival and so on.

Behind the momentum of the enterprise is the spoil battle of the wall before the electricity supplier has changed.

Rural electric business has become a new growth point for central and local governments to solve the problem of farmers and stimulate consumption.

Although the rural electricity supplier market is still facing many difficulties, for the enterprises, the future of the future is likely to turn into a huge market space.

Unlike a competitive second tier city, the rural market is a vast area of uncultivated land for the electricity supplier.

Nowadays, electric business enterprises begin to roam in the rural market.

The success of "double 11" has made e-commerce enterprises see that "making Festivals" can become a shortcut for enterprises to quickly brand and gain market awareness.

A few days ago, Ma Yun, chairman of Alibaba's board of directors, announced the first "Taobao New Year Festival" in Yanan, the revolutionary holy land.

According to the plan, the annual goods festival will start in the rural market as early as January 6th. Finally, it will be pushed to the climax by Tmall and Juhuasuan.

The Jingdong, which has already heard the wind, announced the first day of the joint Guangdong radio and television station the first "January 1st electricity supplier Festival" with the theme of "benefiting farmers and enriching the people".

"Carnival Carnival" directly helps businesses to build their horses.

Ali's first Taobao annual festival signed a deep cooperation agreement with the "three provinces and one city" (Shaanxi, Guizhou, Shandong and Jiangxi Ganzhou) directly.

Meanwhile, according to the Ali side, the annual festival has attracted more than 60 thousand enterprises from more than 100 cities in more than 20 provinces, autonomous regions and municipalities directly under the central government.

In addition to the momentum, major enterprises are promoting the construction of offline outlets through various ways such as self building and joining.

When Jingdong and Ali were bidding, suning.com announced the second season of "Ping Jing campaign", moving from city to countryside.

Suning relevant responsible person once said, "in the last 10 days of 2015, Suning has 100 direct stores in the three or four tier market."

Behind the frenzy at the end of the year is Suning's 1000 Direct stores this year, and the opening plan of 10 thousand outlets in the next five years.

Zhang Jindong, chairman of Suning cloud business group, once declared, "competition in the rural market."

Never let go. "

Jingdong group CEO Liu Qiangdong admitted that this year is the first year that Jingdong's rural strategy really worked.

In fact, in addition to Alibaba, Jingdong, such as the electricity giant, the regional electric business enterprises are also rapidly rising, want to split the market.

Take Luochuan County, Yanan City, Shaanxi Province as an example, there are 255 registered enterprises in the county.

Policy push and technological innovation make the rural electricity market glitter.

Among them, policy support, especially electric business enterprises to foot chips.

At the central rural work conference held recently, rural electricity providers will welcome major opportunities.

According to the analysis, the central document No.1 in 2016 will focus on the layout of agricultural modernization and rural e-commerce.

Under the policy support, rural electric business has become a rare cheese in the eyes of e-commerce enterprises.

"The scale of the rural electricity business market is very small, but the growth rate has exceeded the urban area for three consecutive years," said Zhao Ping, an expert member of the e-commerce Advisory Committee of the Ministry of Commerce. This shows the attractiveness of the rural electricity market from two aspects: market potential and development trend.

Logistics and other issues are not hard to crack.

Zhao Ping said that at present, enterprises have begun to reduce the cost of logistics distribution by means of flexible service such as township service centers.

Popularity has broken the threshold of network technology.

In Zhao Ping's view, the market potential of industrial products going to the countryside is huge, but agricultural products are still in the exploratory stage.

"Building Festival" requires a lot of resources to invest. Crazy horse racing is a long-term strategy for electric business enterprises to fish and fish.

Although the potential of the rural market is huge, the basic facilities such as logistics are not perfect at the same time, and are faced with multiple problems such as the difficulty of changing consumption habits.

Attract business enterprises to force the rural market of industrial products to the countryside and agricultural products to enter the city gully.

Due to the decentralization of rural markets and the lack of infrastructure, logistics and distribution are facing enormous challenges.

And because of the more stringent rules for the entry of e-commerce platform, special agricultural products, especially food products, are hard to meet the requirements of every batch.

The sale of agricultural products by electric providers is still at the level of explosive payment.

Shandong province commerce department electric business department responsible person frankly speaking, and Ali Taobao annual festival cooperation in the selection of a large number of enterprises, but the end of the cooperation is only an individual, "at present is offered special products such as pears, more also need later docking."

Ali put

The annual festival is located in "public welfare activities".

Ma Yun said that Taobao annual festival is a public welfare project, the important thing is to create "annual flavor".

Sun Lijun, general manager of Ali rural Taobao, told the Beijing Commercial Daily reporter that at present, rural Taobao provides subsidies for the construction and distribution of the network, "the future subsidy funds will still be mainly used in the construction of the rural Taobao network".

According to Ali plan, tens of billions of capital subsidies will be invested in recent years.

In the industry view, Ali focuses on developing consumption habits in the early days and occupying the market.

The water fish culture is not part of the enterprise. The local government also has high hopes for the rural electricity supplier, which also provides a lot of support for the rural electricity supplier landing.

Luochuan county government official said, at present, the government has some subsidies for the development of rural electricity providers. "The county government not only provides venues and equipment for free to incubator enterprises, but also invites teachers to train talents for free".