China rural consumer market trends? thank you

First, consumers advocate frugal shopping preferences. The consumption of low-priced farmers has a very significant low-priced preference. The demand law of ordinary consumers is: demand and commodity prices change inversely, and the lower the price, the greater the demand; The higher the price, the smaller the demand. This is because farmers in China have a tradition of managing their families diligently. This is actually a "frugality virtue" honed by China farmers who have lived in harsh living environment for a long time. Although, today, the life of farmers has been greatly improved, it is still a reality that farmers are difficult to earn money. Even very rich farmers are always used to buying something at a low price when spending money. This has almost become an instinct of most farmers. For a long time, thrift will remain in the countryside as a virtue, so farmers' preference for low prices will remain for a long time, at least for now. In view of this characteristic of farmers' consumption, manufacturers who intend to explore rural markets must take effective measures to reduce costs and prices and maintain a good price advantage in order to attract farmers' purchasing power and increase their competitiveness. In fact, those enterprises that have enjoyed the scenery in the rural market have made many discounts on their prices. This is called "small profits but quick turnover". Theoretically speaking, only flexible goods are suitable for adopting the price strategy of small profits but quick turnover, but in fact, most consumer goods of farmers have high price elasticity in some price regions. Adopting low-price strategy in rural areas is feasible in practice and reliable in theory. Second, the monetary income is not high and the consumption is practical. The per capita monetary income of farmers is very small, and the continuous monetary income is even less. This has an important impact on farmers' consumption. Statistics show that at least 1/3 of farmers' per capita income is discounted in kind, and most of the monetary income comes from sideline income or income from going out to work. Those who have a fixed monetary income in rural areas are limited to rural teachers, rural cadres and some small business owners and self-employed. Therefore, most farmers have a strong demand for careful use of money, and most of them control their net income with the mentality of saving money as a whole and concentrating money on big things. Special emphasis is placed on monetary payment "good steel is on the cutting edge". Don't buy when you have to. It's not a commodity you have to buy. The consumption of practical necessities accounts for a large proportion, while the consumption of luxury goods is less. The shopping mentality of shopping around is more typical and impulsive consumption is less. Therefore, to open up the rural market, we must first focus on meeting the most urgent needs of farmers for production and daily necessities. This is the main difference between rural market and urban market. In the urban market, consumption is dominated by urban people, whose income is relatively stable, and their basic life has been met earlier and steadily. Therefore, non-essential consumption accounts for a large proportion in the consumption of urban people. The consumption of non-essential goods is impulsive and uncertain. Some impractical goods, such as packaging, design ideas, product names and advertisements, will have a great influence on consumers as long as they can meet their needs in some way. But the impact on farmers is relatively small. The most important thing for farmers to buy things is practicality. It is the most basic standard for farmers to shop. Therefore, the functional design of rural market-oriented products should be concise and practical, with less fancy furnishings and less complex functions that are not used. This not only meets the needs of farmers, but also reduces their costs and burdens. Such products will certainly be welcomed by farmers. In fact, many products are expensive in those useless complexities. The inconsistency between technical route and market route is an important reason for the high cost and shrinking market of many enterprises. To explore the rural market, it is the right way to avoid complexity and simplify, and focus on the improvement of basic functions. Third, the income gap is very large. There are many differences in consumption. The income gap of rural residents in China has widened in recent years, and the expansion of income gap has increased the consumption difference of farmers. According to the general consumption theory, the consumption tendency of high-income people is lower than that of low-income people. In rural areas, this is exactly the case. There are also great differences in consumption tendencies of different income levels in rural areas. The consumption tendency of high-income families (with annual income above 50,000 yuan) is very low, about 50%, and that of middle-income families is low, 60-80%; The consumption tendency of low-income families is above 90%, and some even exceed 100%. According to the calculation results of National Bureau of Statistics 1998, the marginal propensity to consume of farmers with per capita income below 1000 yuan is 0.58, while that of farmers with per capita income above 3,000 yuan is only 0.49. This shows that the living expenses of rural low-income families still account for a large proportion of their income, and the consumption of basic necessities is still their main concern, while the consumption demand of non-necessities is still small, and the consumption of production and investment products is still in the accumulation stage. In order to meet the needs of these farmers, the low-cost and practical strategies mentioned above are more applicable. For those rich farmers, the proportion of their living consumption began to decline, but the requirements for quality of life increased significantly. The living consumption of some of them with higher income has been in line with urban consumption. Therefore, the supply of consumer goods to these farmers can no longer be treated with the characteristics of low price and practicality as a whole, but should be provided according to the standards of treating cities. At the same time, the investment ability of these farmers is basically formed, the investment impulse is getting stronger and stronger, and the investment possibility is getting bigger and bigger. It has become increasingly important to meet the needs of these farmers for industrial and agricultural productive investment products, that is, to develop the rural means of production market. Therefore, when exploring the rural market, merchants should pay special attention to the segmentation of farmers with different income classes, study their demand types and characteristics respectively, treat them differently, and guide them well to meet the different needs of farmers with different product types, different functional designs and different quality and price. The rural market is a big market and a complicated market. Exploiting the rural market requires in-depth research. Any way to treat the rural market as a simple market in an extensive way is wrong and impossible to succeed. Fourth, daily consumption is scattered. When talking about the topic of developing rural market, many enterprise executives think that although the rural market is large, it is too scattered, and a small amount of consumption is scattered among thousands of farmers in Qian Qian with poor organization and vast territory, which is not as concentrated as that in cities, and it is easy to promote and publicize. Therefore, it is considered that unless there is a lot of money to open up the rural market, it will be a drop in the bucket and it will be of no help. This view is common and reasonable, but it is not entirely correct. An important discovery of in-depth investigation of the rural consumer market is that the rural market is inseparable and there are many quite concentrated places. Farmers' consumption is scattered except daily consumption, and a large number of non-daily consumption is concentrated. Moreover, farmers' daily consumption level is low and they are more dependent on self-sufficiency. Non-daily consumption accounts for a large proportion of farmers' consumption expenditure and has a high degree of marketization. Farmers' non-daily consumption has obvious seasonality and concentration. Generally, it can be divided into three concentrated consumption periods: first, the harvest period of crops. In order to ensure physical strength, celebrate a bumper harvest or entertain helpers, it is often necessary to raise consumption levels and increase consumption. This kind of consumption is seasonal. The second is the Spring Festival consumption period. The consumers in this period are mainly clothes and food. Demand should account for a fairly high proportion of farmers' annual demand. In rural areas, there is a saying that "raising chickens is called salt and raising pigs is called Chinese New Year", and there is a custom of "drinking and eating rice", which shows the importance of rural Chinese New Year consumption. With the development of rural economy and the improvement of farmers' living standards, the festive atmosphere of Chinese New Year in rural areas is more intense, and the consumption of Chinese New Year is increasing. The third is the marriage and funeral consumption of individual peasant families. Every farmer will have a wedding, funeral and marriage, which is regarded as a major event in rural customs, and sometimes one thing will consume the family's savings for twenty or thirty years. Marriage, in particular, is the most important thing, commonly known as a lifelong event. Farmers who usually scrimp and save are quite generous in spending money on such an important activity. Not only will they use all their savings, but they will often borrow money for consumption. Although weddings, funerals and weddings are traditional customs, which are suspected of extravagance and waste, the rich peasants enjoy it. This custom is difficult to change for a while, and it is a rare business opportunity for enterprises. In the current weak consumer market, it is difficult to start, and this consumption characteristic of rural market has a very positive significance, which should attract the attention of manufacturers. Farmers' three concentrated consumption periods have their own business opportunities. As long as industrial and commercial enterprises are good at grasping and using, they will certainly make a big market.