Air conditioner market in rural areas can not be blindly business expansion – Ka
Recently, many
Air conditioning
Enterprises seem to start a new round of speculation, high-profile march
Countryside
Air-conditioning market. For example, following the "51" on the eve of the US's declared start "town air conditioning universal revolution" after the Pescod announced launching the "township Story" campaign 34 markets. And Chun-lan,
Oaks
,
Glanz
Etc.
Brand
Also have marketing strategies in the formulation of 34.
Expert
Analysis, an air-conditioned township Armageddon seems to have been opened. The author believes that while the rural air conditioner market has become a demand, but blindly into a large scale is not wise. For the following reasons:
1, farmers and low-income and slow growth, the limited capacity of air consumption
04 level of net income for farmers
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04 for farmers net income level and growth rate
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Can be seen from the above data, the majority of provinces and cities in the income of peasants in China are still at a very low level, only Shanghai and Beijing urban income of rural residents more than 7000 yuan, to air popular income line (of measurement). Including Tianjin, Zhejiang provinces and only 4 per capita net income over 6000 yuan, the total rural population, 3400 people, before the seven provinces rural per capita net income of more than 4000 yuan, a population of only 124 million people. Therefore, one can see, our income level of farmers is still very low. Chinese peasants from the past 10 years, the trend of changes in income growth terms, the income of peasants is also very slow growth rate, average revenue growth rate of only 5.5% (1997-2004). In addition to the mid 90s of last century in the context of high inflation appear faster than income growth, income growth is very slow the rest of the year. Therefore, high-end consumer products farmers have very limited capacity.
Second, the consumption structure of farmers decided to air-conditioning is still not a major consumer electronics
Urban residents per capita annual consumption of household expenditure structure
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Rural residents the average household consumer expenditure structure per year
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From 2003 data, National Farmers Engel coefficient is still very high, food expenditure accounts for 45.6% of total income, only at subsistence level. The total expenditure for the purchase of household equipment and services is only 4.2% the proportion of about 81.7 yuan, among which the expenditure for consumer durables and even less, less than 40 yuan. This calculation, about 800 million farmers in accordance with national terms, the consumer durables the total expenditure is only 32 billion yuan. The farmers in this part of the disposable income will be higher priority for the purchase of
TV
,
Washing machine
, Refrigerators and other home
Electricity
This is obviously the time to buy air-conditioning became commonplace in these appliances.
1990-2003 National ownership changes in urban household appliances trend
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1990-2003 in the amount of rural household appliances have changed the trend
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Comparison of the above two graphs
of view, when the air conditioning significantly into the urban households (1999), the average per one hundred family washing machine, refrigerator ownership units have been respectively 91.4,77.8. At present only the data of rural households were 34.3,15.9 Taiwan. Therefore, the current consumption structure of rural residents the decision, farmers are still the major appliance purchase washing machines, refrigerators and other appliances, rather than air conditioning.
Third, consumers do not focus, before and after sales costs are too high
As the characteristics of rural production and living, the peasants living does not focus on, the enterprises to establish a broad
Sell
Channels difficult. Also will establish a decentralized retail business
Logistics
Additional distribution costs. In addition, establish a complete, efficient after-sales service system is not easy task.
4, the product needs of specific, high development costs
Income levels of farmers, rural consumers to buy air-conditioning purposes and towns far from the consumers. The purpose of the peasants to buy air-conditioning will be more considered for production, rather than pure enjoyment of life. Therefore, companies need local conditions for the rural market development of special features air conditioning products, sales of these products is not great. This will give companies additional cost.
5, into the air conditioning market in rural areas should focus
As farmers increase income levels, especially in recent years as the central "to reduce the burden on peasants," the policy of in-depth implementation of the farmers income growth will be increased. Since 2004, the improvement of farmers income growth can be seen, the national policy to bring benefits to farmers are emerging. Therefore, the farmers demand for air conditioning will gradually be revealed. However, over a long period of time in most parts of rural income levels are still hovering at a low level. Therefore, the air conditioning into the rural market should have a choice and give up, rather than overwhelming a large area in the country expanded
Marketing
Channel.
HC Industry Institute Research Fellow Fan Yuanrui fanry_2001@163.com appliances
I am an expert from chinaslurrypump.com, while we provides the quality product, such as Vertical slurry pump EVM-150S , china Slurry Pump, china slurry pump,and more.