2017 is a critical year for Rural Taobao (hereinafter referred to as "Cun Tao"). As the sixth army of Alibaba Group's new retail strategy, Cun Tao will be formed in the rural market with sales, service, marketing, logistics. An integrated four-in-one two-way supply network of goods in order to better serve consumers in rural areas. This is also another strategic Buy email list upgrade for the rural market by Village Tao after the service station purchasing model.
While fully covering townships, towns, and villages, it reconstructs commercial elements such as “people, goods, and fields” in rural areas, in order to provide them with better, cheaper, more cost-effective products and better service experience, improve Its quality of life makes rural life better and allows the majority of farmers to have a greater sense of gain.
Why do it?
We can see that in order to achieve the goal of making rural life better, Tencent, JD.com, and Pinduoduo are gradually touching this market. The rural market has become the top priority of major groups. As an early batch of designers in Village Tao, when doing this business, I was constantly challenged by my classmates and friends in terms of values. The most frequently asked question is: "Rural people make very little money. , have you always asked people to buy, buy, buy and buy?” Here I will answer with a case.
In December last year, I conducted a large-scale investigation and visit. I entered a number of farmhouses in Muchuan County, Sichuan, and the basic annual income of each household was more than 10,000. A well-known brand freezer needs 1,700 yuan, while the same product is only 999 yuan in the village.
Just imagine.
How to do it?
How to make rural users trust us and change their daily purchase scenarios from a multi-level distribution terminal to a single-level distribution terminal (village Taobao) is what we need to do. In order to achieve this goal, we need to have a full understanding of rural users, know their concerns and shopping habits, and then better serve these users. The following four aspects will be discussed in detail:
Through the author's field research, this paper abstractly summarizes the differences in purchasing behavior between Chinese rural users and urban users, so as to reveal the characteristics of rural users.
Discuss the necessity of the existence of village Tao service stations and stores according to the characteristics of rural users
Through the author's thinking on the differentiation of offline products in pure online and new retail formats, I briefly discuss the products and design principles of village Tao service stations/stores
How to measure the effectiveness of service station and store products