Marketing Strategy In Rural Market

The potential of the Chinese market is huge and special, and the theory of applying classic marketing textbooks can not succeed in the Chinese market.

The urban market is so great that the rural market is even more so.

With China's accession to the WTO, competition among the central cities is becoming increasingly fierce, and more and more enterprises are turning their attention to the rural market.

Compared with the urban market, the rural market has greater difference. If we do not go deep into the rural market and rural consumers, blindly entering the rural market is very dangerous.

Huge market potential

In 2002, the Engel coefficient of rural households dropped from 67.7% in 1978 to 47.7% in 2001.

The consumption potential of 238 million families composed of more than 800000000 rural population is huge.

In this huge market, the rate of popularization of any commodity will increase by 2 million 380 thousand percentage points if it increases by one percentage point. This figure is enough to make every enterprise interested.

The regional differences are large; the region of China is vast and the rural areas are distributed throughout the country.

First of all, the local environment is different. Residents who live in plains, mountains, hills, highlands, grasslands and deserts do not have the same requirements for product functions.

Secondly, due to the different levels of economic development, the purchasing power of rural areas in various places presents a hierarchy.

Thirdly, regional cultural differences lead to different preferences of rural residents for different forms of advertising and promotion.

In conclusion, there are great differences in rural areas in different regions. Appropriate marketing strategies should be adopted according to local conditions.

Compared with cities and towns, China's rural basic initiatives are very backward.

The television signal is few and receives poorly; the electric power supply is insufficient, the voltage is unstable, moreover the electricity expense is high; the pportation premise is bad, the pportation cost is big; the lag foundation measure construction has grim the rural consumption development.

"View" rural consumer behavior

Consumption compares each other.

There is a striking contrast between farmers' consumption seeking and comparison.

Most farmers do not decide their buying behavior according to their subjective needs, but decide their own consumption behavior based on others' consumption behavior.

They focus on the response of individual consumption to members of social relations.

We can often see what they want to buy and buy wherever they want.

The typical case is that if a few farmers in a village have a phone call, the telephone penetration rate in this village will reach a higher level even in a relatively short time, even though the usage rate of this phone is very low.

Holiday spending rises

Frugality is very prominent on farmers.

They spend a lot of money in daily consumption, pay attention to practicality, do not consider varieties and quality; but with this contrast, in some major events and festivals, such as: funeral, housing construction, Spring Festival, farmers go to change their normal frugality, take out the money they usually save and save, and spend unreasonably.

From eating to using, from dressing up to buying.

What is more, we should not hesitate to borrow money and spend a few days of happiness in debt for years.

Human consumption expenditure is large.

Farmers face the relationship between people and their emotional connections. Human consumption plays an important role in the daily life of farmers.

In the countryside, marriage and funeral and marriage must send gifts to each other. This sector's expenditure sometimes accounts for a large portion of the annual income of a peasant household.

We are too strange to the countryside.

Our marketing staff and design staff, including business leaders, should go to the countryside more often, talk to farmers more often, become friends of farmers, and perhaps find inspiration in the scent of pastoral soil, establish a target market for their products or services, and engage in targeted marketing campaigns.

Marketing strategy in rural areas

The main mindset of rural consumers when buying goods is "seeing is believing and hearing is false". Their main information channels are "visiting the store to see objects", "TV advertisements" and "relatives and friends introduction". Most of them believe that they are not satisfied with the recommendation of newspapers, radio advertisements and salesmen.

In view of this, enterprises can focus their attention on the most grass-roots television stations when putting in TV commercials, and the county news and township news can be used to gain the attention and trust of farmers.

Wall advertising is also a method adopted by some enterprises. Although this advertising form is not suitable for all enterprises, it has its unique advantages: simple form, low cost, strong pertinence, easy manipulation, long duration and wide dissemination.

Qqiang washing powder has been located in the rural market since 1995. From Greater Khingan Range to Karamay, from Inner Mongolia grassland to Hainan Island, they have painted 600 thousand square meters of wall in the countryside.

The way that Qi Qiang can quickly occupy the rural market is a form of advertising.

In view of the different economic and cultural backgrounds, enterprises should be flexible in their field promotion.

For example: Qi Qiang in the northern countryside was moved by the "cat walk" promotion mode in the north of the country. But in the south, they learned that the water and soil in the South were good, the girls were very fond of water, and the models from the North could not afford the interest of the southern people, so they abandoned the performance formula, instead of the southern people who felt the new way of beating drums and drums, and achieved good results.