Regional Differences Are Significant Appliance Sales Should Be Adapted To Local Customs - The Rural

Currently has more than 800 million rural population

, more than 210 million households, rural households account for 67.6% of the total households in China, is China's largest consumer group. According to the China Household Electrical Appliances Association forecasts that by 2008, the national capacity of 34 home appliance market will reach more than 2300 billion yuan. Vice chairman of China's household electrical appliance Jiang wind interviewed said that in the 21st century's most successful consumer electronics companies will be those companies successful occupation of the rural market.

Huge market potential in rural areas so inspired home appliance manufacturers, but is worth noting that different from the rural market and urban market, it has very clear dispersion of regional difference is obvious. First, there are differences in purchasing power between regions. On rural households in eastern color TV, washing machine, refrigerator, motorcycle demand in the late 80s of last century with a clear upward trend in comparison, VCR, air conditioning, music center has entered a part of the lead-off families; the central region of rural residents color TV, washing machine, refrigerator and other high-end consumer durables demand potential; west rural residents demand for consumer durables is about to enter phase of growth. Therefore, the quality and quantity of demand have shown larger differences. Second, there are regional differences in the consumption environment. China is a multi-country landscape, plains, mountains, plateaus, grasslands, even the residents of different regions caused by the same demand for the product will be different. Third, within the same area between different purchasing power between farmers. Since reform and opening, the income gap between rural residents has increased, some farmers become rich first, and still at the stage of food and clothing needs of the farmers naturally can not compare, therefore, can not equate the rural market. This requires companies to develop the rural market, we must first select the right target market and product diversification, serialization work hard, fantasy in a product "to conquer the world" is unrealistic.

But still a huge market in rural areas to attract the attention of many home appliance maker, Haier, Konka, beauty, Zhi Gao, Shinco, Oaks, Vantage and other household electrical appliance enterprises have set foot in rural markets, through a secondary market the development of county-level dealers distributors, direct from the factory development at the county level dealers, manufacturers ship directly to county-level dealers, manufacturers in the county to establish their own direct sales outlets or means of large-scale sales office "went to the countryside" play the township boards to three, the competition among the four markets. Gome, Suning and other home appliance chain giant will also have to open up the rural market as a long-term strategy for enterprise development, and the gradual development of rural areas in the economy started a useful attempt.

Based on rural household appliance market characteristics, household electrical appliances in China, Chen Gang, Vice Secretary-General pointed out that to enter the rural market and developing rural development strategies must not copy the city had been accustomed to routine, but around the rural market should be based on the actual situation develop practical marketing strategy, the only way to break through in order to achieve victory in rural areas.

Product development to meet the needs of the rural peasant mode of production, habits, customs and so on, and very different cities, and vast rural areas, between different regions there is a considerable difference in the resulting toward the demand for home appliances are very different, and this appliance manufacturers to develop products to put forward new demands.

In rural areas, basically in a typical functional requirements stage, more emphasis on the practical value of products and material interests, and less emphasis on value-added products, and the spirit of enjoyment. This kind of product functional requirements, the performance difference between the first price, the price is affecting rural consumers to buy the most important factor. The protection of the premise of the basic functions of product prices as low as possible. Journalists in the survey found that the same basic function of the product, farmers almost always choose the low-priced products. With color TV, for example, more than 1,000 yuan in rural areas of color TV sets most competitive.

Through investigation, the reporter found rugged and durable, easy to use consumer electric appliances in rural areas the most fundamental requirement, compatible with low prices, consumers in rural areas is quite easy to value, product to achieve its basic functionality required without the need to too many luxury features. With color TV, for example, can be as long as images and sound clarity, while the NICAM system, picture in picture, subwoofer, surround sound and other features can be omitted. Another requirement is that simple is simple, easy to use and easy to learn and easy to repair, the more complex the more popular products in the rural areas. As the complexity of the consumption environment in rural areas, required products have a strong adaptability and reliability, such as electrical voltage to be able to adapt to low or unstable, and required a longer product life cycle, durable resistance to damage. Of course, the product does not mean heavy solid ugly, beauty is everyone's pursuit, but if the two come into conflict, would rather choose the former. Pretty useless things, peasant brothers most taboo.

by: gaga

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