The willingness of express delivery and e-commerce to go to the countryside for consumption has been greatly enhanced.

In the first half of 2015, the consumer confidence index in China's first-and second-tier cities declined rapidly, while the confidence index in rural areas climbed 2 points to 106 points. Despite the expected decline in employment, rural consumption willingness has increased significantly.

Recently, the world's leading market research company AC Nielsen released its second quarter China Consumer Confidence Index survey. According to the data, in the first half of 2015, the consumer confidence index of China's first-tier and second-tier cities declined rapidly, while the confidence index in rural areas climbed 2 points to 106 points. Despite the expected decline in employment, rural consumption willingness has increased significantly.

This indicates that China's consumption pattern is changing. "The improvement of rural consumption willingness is mainly due to the policy support of express delivery to the countryside, the convenience of e-commerce purchase channels and the pursuit of rural quality of life." Nielsen China general manager Le Shide said.

Nielsen survey data of 3500 consumers in cities and rural areas at all levels across the country shows that 25% of people think it is convenient to buy, and 83% of them think it is because online shopping provides great convenience, and another 20% think they have certain economic ability. Over the past three months, online shoppers have increased 64 percent, 11 percentage points higher than the national average.

At present, driven by the policy of express delivery to the countryside, express outlets covered 48% of towns and towns in the second quarter, 50,000 new outlets were built, and the number of express packages to the countryside reached 2 billion, driving the sales of industrial products to the countryside by 160 billion yuan. "Express delivery to the countryside" and "e-commerce to the countryside" have become important fulcrums to boost rural consumer confidence. It is worth noting that the ranking comparison of online shopping found that, in addition to clothing, household articles ranked in the top two, rural areas corresponding to maternal and infant products, personal cosmetics, tourism and so on are relatively high.

From the perspective of regional market, the eastern region, as the benchmark of China's economic reform and development, can be regarded as the wind direction of China's future consumption change. Eastern consumers tend to eat out (59%), as well as clothing (53%), personal digital devices (51%) and other enjoyment consumption.