Village-level PC market is showing more complex than any single market characteristics. After thirty four cities and begun to taste the earnings distribution network PC giants in the midst of the new environment need to re-accept the challenge.
Rural market road map for the Central Plains to the association released
365 day countdown to the Olympics, meaning the same great strategy for rural computer also released. soon, as one of the Dream Trilogy 1499 yuan computer PC has created a stir in the market. the industry which raises the question: to spend so much effort to promote a 1499 yuan a PC, will ignite a spark of rural computer market Why?
world's third largest PC maker Lenovo, eager to know the answer.
into the village association market clout and the background forty-six market strategy for its huge market share. More importantly, those who grasp the opportunities of rural markets will undoubtedly compete in the future in an invincible position mm this the market with 8 million users, PC manufacturers will become the future main battle field.
huge regional market for domestic and foreign PC makers tend to be hierarchical and rule. generally classified based on nothing less than the two: First, geographical mm is a coastal city along the west down the geographic coordinates of the executive segment axis and axis, increasingly low level, the second is based on the city's per capita income. such as the Beijing area is a , Nanjing, Hangzhou and other coastal cities is the second, Puyang in Henan, Xinxiang While other cities are prefecture-level cities, but per capita income is lower, and the list of cities for five. appears. considerations work. particularly in the many domestic manufacturers have to look into the following six when the market is even more necessary for those who do not know to make a comprehensive assessment of the market. One of the most simple paradox that, despite the six markets much larger than the sum of the primary market, but the logistics would be a substantial increase in labor costs, and local purchasing power will be relatively lower, then think of how they make money?
starting from the end of August, this reporter took a half months, in-depth Yu North mountain hinterland, located in Henan Province, north of selected 12 representative of the township, more than 70 rural consumers, 18 the owner and manager computer company conducted in-depth surveys and interviews, collation of nearly 50 hours of recordings, and strive in this area as a starting point, and then present a village-level computer market, No full service manufacturer to label as by the outside door service, the computer asked him to run away holding their own in Anyang City, the maintenance network to detect the hardware half months after they were told that there are no exceptions, not the Internet is a carrier hh is tossing the problem numerous times, the Ni Longhai just bought less than two years of Tongfang computer completely lost faith.
tips: the Tao Village is a village population of 1,000, is located in the famous Humanities landscape mm canal banks, car parts manufacturing and other heavy industry as the pillar industry of the village. The per capita income of 5,000 yuan. is a town in North Town mm Yao is one of 48 administrative villages. the village has more than ten private enterprises, production round pieces of heavy-duty vehicle chassis shell, frame, gear case and other products sold throughout the country, economic development, among the best in the entire northern regions.
pottery village on the 26-year-old Ni Longhai, three years ago after graduating from vocational high schools do not consider university. by a friend, to the pottery village village factory shell in a car wheel production line did a mechanic. Although the work is hard enough, but still quite satisfied mm Ni Longhai count subsidies could get 1200 a month down Multiple wage.
2006 Spring Festival, Ni Longhai at the urging of family and village students Peas marriage, bride price and dowry in the discussion, the Ni Longhai to mention one condition: there must be a computer!
service nightmare In fact, the pottery village
not a new computer some kind. on the pottery village enterprises and private enterprises have more than 20, how much each factory has several computers, and the conditions are good family, but also early A few years ago to students reading a book for the family acquired the computer, but usually people do not really buy a computer too much. Nilong Hai vocational high school major at reading computer hardware, coupled with computer knowledge usually more interested in So he decided to have a their own computer.
intended for the DIY home near a small town, but the Ni Longhai know a few DIY store in the town installed accessories are used when lack of Quality assurance of third and fourth line brand, quality basic, but hard, and the price is relatively high. So he dedicated to the pottery village, 15 km from the city visiting the forest for a whole day, finally got his wish, a Tsinghua University in Forest City stores with a license to buy a true love of a Tongfang 7770 desktop computer, and then to the town opened Netcom broadband.
, but that he did not think that was the beginning of a nightmare too.
5 months after using this table with the party began to love 7770 network problems: normal dial-up there will be dropped after half an hour, more than ten minutes after the re-dial again irregular dropped. according to their own judgments, Ni Longhai First, the external broadband MODEM suspect a problem, so ask friends to borrow one, or not; and then he went, the town hall to call for help Netcom sales, customer service personnel to carry a laptop with a try to the Internet, half an hour no dropped calls after all the normal problems, so she suggested Ni Longhai reinstall the operating system to eliminate virus case of trouble. Results reinstall the operating system after the failure to shift maintenance responsibility hh
dealer desperation, Ni Longhai thought Forest City the same side of the store looking for help. the other party first rejected the excuse that the busy business service request to his home, followed by Ni Longhai and was told Tongfang city's after-sales service network in the forest, only one, set Forest City 55 km away from the outside of the prefecture-level city of Anyang, and told the Ni Longhai, you can own the computer to store maintenance mm if it is software problem, shop for If a hardware problem, you must seek far in Anyang City, to detect the regular after-sales service network and assume maintenance responsibility.
This makes Ni Longhai very depressed: the computer itself is to learn, and had chosen brand of expensive , is that due to its quality and service assured. Results within half a year, there have been service problems.
normalized depressed depressed, the computer somehow repair. Nilong Hai specifically from the town took a taxi, with invoices, warranty card and other procedures to the Forest City with the party store. After two hours of testing, the person told the Ni Longhai replacement of the port.
So once again find the Netcom Ni Longhai, indicating the intention to replace the port. Netcom, a customer told him that China Netcom has never been such a precedent, not to mention is not a line and signal failures. Then the Ni Longhai hold to the desktop machine connected to another cable, half an hour after the time dropped.
details that cause great regret
Ni Longhai then call the sales hotline on the warranty card. sounds sweet customer service lady I'm sorry to tell him that the dealer is during the warranty period has no right to disassemble computer repair, only to as far away as 50 kilometers away, 117 Renmin Road, Anyang City service center with the parties to carry out testing. Left, Ni Longhai hold the units for His foot hurt computer coach bound for the city of Anyang, this time, he can only hope that manufacturers of after-sales service network of the formal.
117 Renmin Road, Anyang City, a party wearing the same sale with the words personnel have been tested and told the Ni Longhai, because the warranty label on the chassis has been opened, so even though the warranty period, can no longer enjoy normal Tongfang Warranty Services. However, you can that case he did not immediately opened without authorization, as label torn, because dealers detection to find the time before the tear. But the other sorry to tell him, give manufacturers warranty. , 7770 with the same configuration of the DIY love can save almost 500. At that time the town no good parts, hard drives, memory, including the mouse and keyboard are all poor quality of the third and fourth line brand, and even the invoices are not, do not On the warranty was. So I go so far to buy a brand of Forest City, did not expect such a result.
Reporter: Why did not Anyang (prefecture-level cities and five market) to buy?
Ni Longhai: too far, the car to two hours, too inconvenient.
Reporter: brand machines are sold in town What?
Ni Longhai: are not in stock. buy it, two days in advance booking, shop boss shipped back to Zhengzhou. This price is certainly not guaranteed.
Reporter: Murakami, others have chosen to buy a computer where you buy it?
Ni Longhai: Some in the town with (DIY), some to Forest City with, but also like me to Forest City to buy the brand. But I will tell them never to buy a brand. repair is too difficult. everywhere in the Dodge, in the end to tell you, to hold the machine take a bus to the maintenance of Anyang City.
the number of firms less than the maintenance network, the machine once the failure, repair or home all the difficulties; weak awareness service for rural consumers, dealers will be a little careless rhetoric blinded to the already simple service process becomes very complex; transport facilities, manufacturers and consumers will consume a lot of time in communication, information exchange hh into the rural markets, after-sales service will become the primary challenge troubled companies.
electrical business a second chance
supply channels, distribution costs are PC manufacturers to enter the country's biggest computer market concerns. The huge rural market sales network appliances may be their shortcut. in the six towers town, small crowded places but no fewer than five appliance dealers. Most of these appliances dealers have the ability and conditions as they think of the Department of Qingfeng County about 30 kilometers away from an area of 47.5 square km. agriculture and animal husbandry, farming, farming is the economic mainstay of rural six towers. which extends out of the agricultural machinery, fertilizers, seeds, and transportation industries are also relatively well developed. migrant workers, farmers more, the average education level is not high .2006, six rural per capita income of 3,600 yuan tower.
, Founder find! Six middle-aged man sitting in Qingfeng town to open his own household appliances Tower City (there are only three paved sales of electrical appliances) in a corner, while with reporters in a word, while greeting the workers to suspend work shop is being renovated. small ; Appliance City Several farmers have just introduced the arrival of the washing machine shop. storefront was not much, but it seems business is booming.
appliance business expansion plan
Chaoyue Feng Township in six towers on the appliance business has been done nearly 10 years the. from the initial development of a facade to the current three, from Konka TV for only a dozen brands to the present, Chao Yuefeng appliance city per capita income in this small town just over 3,600 yuan to expand year by year . Since 2001, rural household appliances market began to flourish. Chaoyue Feng told reporters that he alone is the TV to sell 150 units every year, the average will sell a couple of days. washing machines, refrigerators and other sales are also very good. continued There are various brands of manufacturers come to him, to do local agent.
Chaoyue Feng told reporters that since last year, there is a growing town on the neighborhood came to him and asked him to help look at the time of purchase of the stock market price of the computer . May strike (referring to the Gregorian calendar in July, run so far away, too inconvenient. on? had never heard of the brand which sells computers sold up in town, vendors will not feel that I can not afford to purchase, payment?
market, even if the base is the largest security
not sure, but Chao Yuefeng remains convinced that their own computer business will be good. from last year, just to prop up the price of his neighbors asking no less than dozens of people, but directly to the county are also many people who buy a computer. If your computer business done, these people must be able to pull over, set his mind that he has had no purchase channels. with Chaoyue Feng's own words, prepared in accordance with the TV and look for flyers on the association contact the branch in Zhengzhou, ask that they have no interest in co-operation with their own. When I heard Lenovo is to develop township-level market, Chao Yuefeng excitedly said: Lenovo underwriting year 200! Zhengzhou looking for Lenovo, to see if they are willing to work with me. do appliance business for 10 years, even though business was good, but no major changes. now the computer so popular, perhaps a good opportunity for appliance dealers.
Reporter: Is there any thought, if not sell into the cargo backlog to their own hands how to do?
Chaoyue Feng: I do not worry about not sell. now the computer still looks in the eyes of the villagers are high-end things, many people that a computer should be seven or eight thousand. In spite of this, to pay attention to the computer asked me to help people still have a lot. At that time they knew three or four thousand dollars can buy a computer, then certainly hot business.
Reporter : Why fear a lack of funds?
Chaoyue Feng: You can see my status here, and how much we have co-appliance manufacturers, the computer does not make sense can not afford to feed.
Reporter: You do not understand computers, how Sell?
Chaoyue Feng: my little son is learning the computer, many young people understand about the computer peripheral. The do not have to worry about.
PC into the rural market and perhaps will become entrenched in rural market for many years an appliance dealer great opportunity. problem is, PC manufacturers to support specific channel policy environment. For example, the adequacy of training support, incentive mechanism is flexible, logistics chain is smooth.
brand and sales in the township does not matter
market, the brand will be greatly reduced. people's attention in addition to Wu place, on the contrary, Haier, and other brands but because of seven-strong regional penetration, the market easily do anything they want in the township.
Tips: Lu Yao village in the Taihang Mountains, canal banks, from Forest City, 10 kilometers north , the total area of 101.5 square kilometers town, small town planning area of 8.1 square kilometers, population 7.9 million people within the township population of 2.75 million. has been named the Technology Demonstration Town, Henan, and the honorary title of Star Township.
32, LI Guo-jun access to computers entirely by his brother's influence. older brother studied in Beijing, specifically computer technology, LI Guo-jun know from what my brother is there, hard drives and motherboard. young people love science, LI Guo-jun was an access to a computer fascinated, fascinated by computers from the beginning, and start exploring.
compete with the DIY market
1997 summer vacation, LI Guo-jun in the Yao village opened a shop installed, start the computer repair and assembly business . did not think business is getting prosperous .2005, LI Guo-jun at the entrance of the town high school rented a dedicated port good pavement to run his business. Apart from scattered parts, DIY machines, he also often carry several brands from Zhengzhou Machine and laptops to sell. According to him, his shop every month, home, also the agent for a number of brand-name computers are sold. The rural market, people know almost nothing about the brand. Hewlett-Packard, Dell, Acer and other brands with big, where almost nobody heard. people are concerned about the most important is two things: how much money, where to buy. advertising, and then one of these two brands of towns and villages in the Yao, the store has sold seven. The Great Wall of the manufacturers association or contact with you?
Guo-Jun Li: None. we purchase are generally a good discussion with the buyer model after a few more familiar with the business of Zhengzhou contact price, they shipped over directly.
Reporter: a small town seven stores, all that Why?
Guo-Jun Li: Yes.
Reporter: What do you think is the best promotional methods?
Guo-Jun Li: It is now regularly open Founder a truck with several computers, loudspeakers drove to the village to do publicity, Lenovo, Great Wall, the wall is also very effective advertising.
Reporter: Why do not you find what vendors do an authorized dealer?
Guo-Jun Li: This is probably the vendor we disdain the small place, people must also consider the overall costs.
Reporter: Why not pick a few, like HP, Acer, this brand to work? The two are doing channel.
Guo-Jun Li: In the rural market, no one is concerned about how to brand in the end. It is only influenced by the prices, then is to see businesses recommended.
rural oligarchs PC market will bring a new proposition: General promotional practices in this market may be > Internet cafes are the most representative of the market towns of the market, bar size, shape and hardware is a regional economic power, IT market, the best evidence of capacity, Internet cafes is almost township purchase the largest PC market purchases. In the township-level PC market, Internet cafe owners are optimistic about what the PC does in the end? brand-name computers can share in this market, how much cake?
Tips: Yao Shen Kai is the first Internet cafes Gold Rush towns. he operated dragon cafe opening date since 2002, a total replacement of nearly 200 computers. from the direct purchase of accessories to buy their own machine, Shen Kai tried to make their own brand of machines to avoid the temptation.
Yao Shen Kai's Internet cafe is not a village first appeared in Internet cafes, Internet cafes are not the biggest, but certainly can be regarded as the most representative as early as 2002 mm bars, cafes dragon Shen Kai video in order to meet customer demand, specifically purchased the three ran in Zhengzhou 160GB hard drive, and copied more than 3,000 films, set up the Yao village's first Internet cafe video library; the same year, he bought a Tuoshu Ren from Anyang genuine wonderful butler cafes in Vientiane, in 2005, he purchased a Yao village The first camera and LCD display hh
replacement machine is very fast, so far, dragon replacement bar has accumulated nearly 200 machines, almost every year out of the old computer is down, every year a purchase.
2006 fall, dual-core processors began to enter the market, Kay began to apply his new round of procurement plans. In order to facilitate the beginning, he chose specifically targeted at Internet cafes using the computer better side. ; was Flocity computer configuration, performance, etc. are in line with the needs of Internet cafes, and business management software and also provide additional value-added services such as Internet cafes maintenance, very attractive, the only drawback is the price higher, and at the same DIY machine configuration difference is about 200 yuan each. but the thought of people selling the machine is also responsible for the overall maintenance of cafes, or more cost effective, so he bought an unprecedented 20 brand-name computers. best computer brand new side bar decorated the dragon. but then let him value-added services but no satisfaction. the other is time to rush to leave after the fault, the specific effect is not to interfere, a symbolic task immediately after the leave. coupled with the computer used by Internet cafes, too much chance of problems. In the end, the overall maintenance of all the Internet cafes, or need him to hands-resolved one by one. More importantly, the parties can not provide all the best computer accessories detailed model list, which gives the computer upgrades and maintenance caused great inconvenience.
Reporter: Later, looking over their customer service Why?
Shen Kai: find. people promised to maintain, and it has maintained However, greater consumption of Internet cafes. Sometimes computers are bad, people should get to the day after tomorrow, brought to the cafe a lot of unnecessary trouble. If it is the original DIY, a similar situation should not arise mm accessibility, and also
Reporter: Do you think Internet cafes machine what advantages does DIY?
Shen Kai: First time unpacking and maintenance easy. And then there are also much cheaper price. characteristics of the market for Internet cafes, it is These two advantages. in the town bar on the market, brand there is much work to do.
Reporter: Procurement will choose the next brand of What?
Shen Kai: not any time soon. unless the bar orientation change. < br> shocking
Wang Yanmin township market changing products (required to be interviewed, the paper used his real name) did not think over the years believe in their difficult. Seeing the business of getting better and better peer, his agent Lenovo business has gradually decline, Wang Yanmin heart has untold grievances mm if not competitors to play instruments from the supply channel that he will never lose them.
Tips: mill town located in the Taihang Mountain, love the western counties, and Qinyang City border, jurisdiction over 34 administrative villages, population 28,000, from Houma, Shanxi Province, Linfen and other places just over one hour. main pillars of the industry is agricultural use. small town, there are three operating brand machines and DIY shops, tree people were Wang Yanmin Computer Services Centre (Acting Founder Technology) and separated by a road with her a door to the west side of Mill Town
hospitals, a very humble store under renovation. scaffolding door put two and two workers were playing with a PVC pipe, side and side and pointing gestures to discuss. next stood just off to the shop signs, Founder Technology has been down four words above a thick layer of dust.
just across the street is renovated, a Lenovo computer store, but the signs did not occur everywhere on the association The LOGO and the Olympic Games logo. the main entrance of the other side, Come to a press shop under renovation, while not live to sigh: It is this store is being renovated Founder Technology, Shu owner of the computer service center. From the beginning, her store business began to decline, now is difficult. She told reporters, except incidentally, had a slight peripheral operations there is a surplus, she Founder agent loss of the computer from the end of last year, until now. was. But according to this situation continues, sooner or later have to close. Blame yourself too honest, and will not purchase from other sources. The opposite Lenovo stores began operating early this year, with their own computer service business center of the tree people simply can not compete. the original Wang Yanmin store every month to sell Founder Technology Computer 15, while the other side of the maximum volume also 5, has been maintained by the DIY business. 15% of the low-cost start from Shanxi purchase. In this way, their agents Founder PC in terms of price in a very passive position.
80% sales are changing products
nearly as much. and we are also both before relying on manufacturers rebate to live, the profits of the machine itself is very low. But the people from Shanxi, after purchase, the price suddenly pulled down, and I often drop does not work, did not fall too uncomfortable. Two months later, many customers have been attracted .4 months later when the door (not authorized) Lenovo stores started cooperation with TCL, Lenovo and TCL both agents two brands of products. and TCL's product purchase channel is more advanced playing a cargo from the Shanxi-based, the price than the normal market price of the same model is lower by about 10%. we have no way to compete with others. She also went to other markets in Jiaozuo visited the region and the upstream supplier with the details of the problems talked about changing products. have concluded she was shocked: the county-level cities are basically an authorized agent with the various brands, all strings with fewer goods, and in the rural market, located in Henan and Shanxi as the two arrived at the junction of County mill town to become Chuanhuo love the hardest hit. Similarly, Henan and Shandong, Anhui, Hebei and other areas of the township at the junction market is so genuine sales volume is less than one-tenth of changing products .90% of the business, more or less in the sales channel to get the Chuanhuo unconventional, and even some businesses are entirely changing products for business marketing and never get supply through formal channels.
Reporter: sales will be lost while changing products manufacturer rebate, it would not be worth the candle?
Wang Yanmin: no. a formal association homes for sale Yue U4000A price is 5,500 yuan, we can get the rebate only 2%, or 110 yuan. The difference between the purchase price Chuanhuo purchase price and the normal 8-10%, or 500 yuan. Chuanhuo profits more than the manufacturer's rebate to attractive.
Reporter: manufacturers are powerful channels of supervision, these acts will not be checked out Chuanhuo Why?
Wang Yanmin: Manufacturers often is beyond their grasp. Each township is regular monitoring, is almost impossible.
Reporter: When changing products sales will not cause users to doubt What?
Wang Yanmin: Most users in rural areas could not tell who is the responsibility of the warranty. Chuanhuo selling businesses when the smooth after-sales service will be taking responsibility, so that almost no doubt.
PC manufacturers in the digging channels, while the normative control of the channel like a bottomless black hole of loss, and its shortcomings will become more serious apparent. the junction of the small towns in the region, how to channel management to ensure standardization, it is a great proposition.
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