What are the characteristics of rural consumer demand for home appliances

The rural market is an important part of the national market. In terms of home appliances, the number of home appliances owned in rural areas is still far lower than that in cities. With a population of about 900 million people in the rural market, the penetration rate of color TV in rural areas was 89.08% in 2006, and 137.4% in towns and cities. With the improvement of farmers' income and the full implementation of the national policy of benefiting the farmers, the demand for color TV in rural areas will be released rapidly. Data show that in recent years, China's rural home appliance market has been growing at a steady rate of 15% per year. Last year, the United States, Haier, Meiling, Oxy, Changhong, TCL, Hisense and other domestic home appliance enterprises, only in the rural market sales performance has reached more than 30%. This has also directly promoted a large number of industry second and third-tier enterprises as well as the traditional OEM processing OEM business as the main business of export-oriented enterprises to transform the focus of the business, the focus of the enterprise from the city all the way to the countryside.

I, the main characteristics of the rural home appliance market demand

Potential from the perspective of the main consumer, the rural market has a population of about 900 million people, more than 210 million families, is China's largest consumer group. In terms of purchasing power, from 2003 to 2006, the per capita income of rural residents grew by 6.1%, 12.0%, 8.5% and 8.3% respectively, and in recent years, the purchasing power of rural areas has been further enhanced.

DecentralizationDecentralization refers to geographical dispersion on the one hand. On the other hand, it is the dispersion of purchasing power. At the same time, the scope of consumption of rural residents is wider than that of urban residents.

Difference rural market there are inter-regional differences in purchasing power, inter-regional differences in the consumption environment and differences in purchasing power between different farmers within the same region. Therefore, the rural market can not be equalized.

HierarchyIn terms of the demand for important commodities, the order of purchase of farmers is roughly as follows: the need for production, the need to build a house, and then consider the need for consumer durables and other aspects.

Demonstration Rural residents have a strong herd mentality and comparison mentality.

Functionality and urban market is different, China's rural market is more emphasis on the actual use of the product value and material benefits, and less attention to the added value of the product and spiritual enjoyment.