China rural e-commerce consumer market.

First of all, the most important feature of this market is youth. He is younger than the online shoppers in cities and towns, and the main consumers are 20-29 years old, accounting for 32%. The proportion of netizens over the age of 30 in rural areas is lower than that in cities and towns, so in fact, in the rural market, I am afraid that some younger people will accept this market. Therefore, with the emergence of a new generation of rural consumption, this major consumer group will be more powerful in the rural market than in the towns in the next five or ten years.

2. In rural areas, mobile Internet access accounts for 84.6%.

The proportion of mobile Internet access in rural areas is as high as 84.6%, which is 5 percentage points higher than that in cities and towns. This is a very interesting phenomenon. The era of PC Internet is a high-growth era of urban online shopping market, but in the era of mobile Internet, the rural online shopping market is a high-growth market because of the convenience and low cost of mobile phones.

The purpose of rural residents' online shopping is not to buy cheaply.

Analyzing the demand characteristics of online shopping consumers, we find that the things they buy are mainly daily expenses, means of production and daily necessities/household appliances/clothing, etc. The demand for services is mainly social security, transfer or payment of water, electricity and coal. The survey found that most villagers only buy goods that they can't buy everyday, so perhaps the greatest value provided by an ecosystem like Taobao to these villagers is that buy buy can't buy them, rather than buying them cheaply. The annual online shopping consumption of villagers is estimated to be 500-2000 yuan. Rural residents' acceptance of the online shopping commodity model has also reached 84.4%. 1. Price advantage/logistics convenience

First of all, we found that online shopping has its inherent advantage, that is, price advantage. The advantage of price lies in making the intermediate links through the whole network, including the matching of this information. Better matching will bring lower cost and value. In addition, the richness of goods is that hundreds of millions of Taobao goods make him converge with the consumption environment of first-tier cities such as Beijing, Shanghai, Shenzhen and Guangzhou. A villager, like a citizen, can also buy such products, just saying that his logistics time will be one or two or even three or four days longer than others. Third, online shopping has direct delivery to your door, which saves you the path of driving to the supermarket to buy products. These conveniences will make farmers more dependent on online shopping.

2. More categories to choose from

If we analyze the sales channels in the rural market a little, we will find that we have commissary in nearby large and medium-sized cities, rural supply and marketing cooperatives, markets such as holding rallies or temple fairs, and county shopping malls to buy. But no matter which sales channel we look at, we will find his advantages and disadvantages. Behind these advantages and disadvantages, for example, the canteen supply and marketing cooperative is very convenient to buy, but the goods selected are very few, so there are so many goods in each small shop. Rural parties or temple fairs are basically once a week, and temple fairs are once a year and a half. It is impossible to have them every day. Shopping malls in towns and counties will have more goods than those in villages or supply and marketing cooperatives, but there is a traffic problem and we have to go to the city. If you have to pay more transportation expenses in big cities, if you compare online shopping with these time and transportation costs, online shopping may bring space advantages outside these lines, where you have to bring things and your body to shop.

Therefore, online shopping will generally impact the typical characteristics of traditional shopping in rural areas. Traditional shopping has a high price and a small range of categories. On the contrary, online shopping can find a better price advantage, make more category choices, and at the same time, the quality of products can get better product service quality. This is our conclusion by comparing consumption channels and shopping channels. 1. Rural infrastructure improvement

The improvement of rural infrastructure may be a very important prerequisite for the growth of rural e-commerce consumption. We can see that the purchase threshold and cost of mobile phones are greatly reduced when PCs are converted to mobile phones today, which makes more consumers, including rural consumers, have the opportunity to invest in the infrastructure of customer terminals. Therefore, we also understand that the mobile phone purchased by consumers can actually be regarded as part of the entire infrastructure system. The whole infrastructure system is isomorphic with the investment of basic operators.

First, the Internet penetration rate will increase. We can see that from 2008 to 20 13, the internet penetration rate increased from 1 1.6% to 27.5%. So in the next three to five years, with more investment from all walks of life and government operators, we feel that the Internet penetration rate will be further improved, so the improvement of infrastructure is conducive to the development of e-commerce in the whole countryside.

Secondly, optimize the rural logistics situation. The logistics situation in rural areas will be further improved. With the continuous growth and development of the market, such a logistics system will be gradually optimized, that is, with the expansion of shopping scale in the morning, when Mr. Zhou Qiren reaches a critical point, these logistics enterprises will have the motivation to further improve their logistics services.

2. Rural online merchants drive e-commerce consumption

The number of rural online merchants is huge, which drives rural e-commerce consumption. When rural online merchants sell things, the first contact is the Internet, or online shopping. According to our statistics, the number of sellers in rural areas is close to 480 thousand. These sellers are first and foremost buyers. They are also shopping, and they are also doing demonstrations and role models for shopping.

At the same time, we found that the existence of Taobao Village and its continuous rise and development are a specific point and a great growth point to stimulate consumption. Therefore, based on the micro-research report of Taobao Village, we found that the proportion of shopping in Taobao Village is much higher than that in non-Taobao Village.

From the consumption capacity of Taobao Village, we find that, for example, Shaji Town has 78,000 orders, so when he is a good seller and a good buyer at the same time, we see that the potential of rural online merchants to stimulate consumption is increasing.

In addition, we found that farmers who entered the city gained more knowledge in big cities and gained online shopping experience in big cities. Then when these people return to the countryside, they are also driving online shopping consumption in rural areas. A statistic in Tsinghua University shows that more than 10% of the income of the new generation of migrant workers comes to buy clothes, mainly online. Wang went to the United States to ring the bell in September 19, and then went home to be an online merchant. He did a good job.

3. The platform drives the rural consumer market

On the whole, the platform of e-commerce is stimulating the consumer market of such a network in rural areas. These e-commerce network platforms, whether Taobao or Dangdang, are pushing this market, so these will constitute a huge driving force to promote the entire rural online shopping consumer market in the next step.