E-commerce goes to the countryside to pry up the rural market

Wuhan-Feng Binglan, a 60-year-old mountain woman in western Hubei, received a 32-inch LCD TV bought by her daughter online without leaving home. Her village is a two-hour drive from the city, and the mountain road is rugged. Traditional home appliance dealers charge an additional 200 yuan for door-to-door delivery, and e-commerce delivers goods free of charge, making her feel the convenience brought by "Internet + circulation".

The "Jingdong Bang" service store, a service platform built by JD.com Mall for the rural market, recently opened in Lichuan, Enshi Tujia and Miao Autonomous Prefecture, Hubei Province. On the same day, many people gathered around the staff of the service store to learn more about the online shopping process and various offers. I heard that no matter how far they were, they were delivered free of charge, and some people issued orders on the spot.

"I think the rural market has great potential. Although there is a loss in delivery to remote places at present, this situation will change with the expansion of the market and the increase in unit volume. " Huang Bo, the person in charge of Lichuan service store, said JD.com. The day before the opening, Huang Bo and two other staff of the service store braved the heavy rain to deliver the TV set to Feng Binglan, who lives in Kite Chi Village, Wangying Town, Lichuan City, and installed and debugged it on the spot.

The "Internet + Circulation" Action Plan issued by the Ministry of Commerce proposes that in the next 1-2 years, it will cultivate 200 e-commerce comprehensive demonstration counties in rural areas, create 60 national e-commerce demonstration bases, cultivate 150 state-level e-commerce demonstration enterprises, promote the construction of 100 e-commerce overseas warehouses, and guide local construction of 50 e-commerce personnel training bases.

In fact, the layout of China's e-commerce giants to the rural market began a long time ago. In 2014, Alibaba announced that he would invest 10 billion yuan in three to five years to set up 1000 county-level operation centers and 100000 village-level service stations. SUNING Cloud Shang plans to build 10, 000 SUNING service stations within five years, covering 1/4 of the country's townships.

Up to now, JD.com has provided large-scale distribution services, including large household appliances, to 273 prefecture-level cities, 1251 counties and 2045 districts and counties in 31 provincial capitals in the mainland, and supports cash on delivery, POS card swiping and after-sales door-to-door services.

"as a county-level city rich in mineral resources and developed tourism resources in western Hubei, Lichuan has a strong consumption power of large household appliances and a large consumer market." Huazhong JD.com gang relevant responsible person said.

"compared with traditional home appliance dealers, our advantage lies in price and service." Liu Dong, the person in charge of JD.com 's service store for Daye, said.

In addition to Lichuan City, Laifeng County and Xuanen County in Enshi Prefecture have also opened Jingdong help service stores. The person in charge of JD.com gang in central China said that Enshi prefecture is mainly mountainous, the population is scattered, and the cost of door-to-door logistics is high. It is estimated that within 30 kilometers of township and rural distribution, the logistics cost is three times that of the urban area, and when it reaches 60 kilometers, it becomes five times. To this end, JD.com and shipping manufacturers to give the corresponding transport, installation, maintenance and other subsidies, and give a certain commission to make up for the loss of rural distribution.

According to the Rural E-commerce consumption report released by Ali Research Institute, the proportion of rural consumption on Taobao has been increasing, from 7.11% in the second quarter of 2012 to 9.11% in the first quarter of 2014. It is predicted that the total amount of rural online shopping market in 2016 is likely to exceed 460 billion yuan.

Liu Dong believes that the current development of rural e-commerce is faced with two problems: first, information channels are not smooth and it is not convenient to surf the Internet; second, ideas are conservative and can not keep up with the new situation. "these two problems have been solved, and rural e-commerce has a bright future."

To this end, JD.com "wide spread the net", consumers through the website, Wechat, mobile clients, etc., can shop; at the same time, select stronger businesses to carry out cooperation to ensure that the follow-up promotion "does not slow down".

On the day of the opening of the Lichuan service store for JD.com, some rural people who carried baskets to the city to go to the market wandered outside the store, looking curious and confused, and from time to time some people asked, "what do you do here?" Ye Qing, deputy director of the Hubei Provincial Bureau of Statistics, suggested training a group of rural e-commerce workers to solve the problem that online shopping is not easy to be known and accepted by rural people.