Internet + rural market casually grab

When everyone targeted the mobile internet business to the urban population, Qin Gang’s friends had such an entrepreneur, but he turned his aim to the vast rural market and played O2O in the countryside.

In 2014, the total amount of online shopping in rural China reached 200 billion yuan. Behind this data, Hu Wei spent a lot of time and energy, as well as endurance, how could it be worth more than ten trillion in Chinese villages with 600 million farmers. In the market potential, make suitable products to truly serve these farmers' friends.

Hu Wei named his e-commerce platform as "village and village music." As its name implies, this is a platform that places a hope for a better life in rural areas.

Qin Gang: Hu Wei, hello! What are your chances to start village music?

Hu Wei: I think all entrepreneurs will have a restless heart. Entrepreneurship does not require a specific reason. Just have a dream enough to make yourself excited.

I am a college student who has emerged from the countryside. The idea of ​​Muramura was derived from my alumni forum during my college days. I imagine that one day I will be the “master” of the villager forum forum in more than 660,000 natural villages in the country.

Although this "ideal" does not seem "magnificent", it is very heavy in terms of weight.

Who can predict, a few years ago, that the total amount of online shopping in rural China will reach 200 billion yuan in 2014?

Who else has the time and endurance to calculate accurately. The Chinese village with 600 million farmers has more than 10 trillion market potential? I am that person.

The first thing that comes to mind after graduating is how to transform the issues concerning agriculture, rural areas, and science and technology that are closely related to me. For the creation of village music, I think this is an opportunity, a kind of happiness, and it is also from inside and outside. One of the needs.

Qin Gang: Why do you look at the rural O2O market?

Hu Wei: First of all, I think that the urban market is almost saturated, and the industry competition for urban resources has entered a state of degeneration, and the villages and villages are doing just the channel sinking.

In contrast, the rural market with a large base of 600 million people has enormous potential for development. It can be said that which enterprise has achieved rural market resources in recent years will surely have authoritative credibility and persevering vitality. There is potential for international potential. This is the purpose of creating the core of “village and village music”.

In addition to mentioning the O2O model, I don't think it is a fashionable or leading concept. I understand that O2O is only a channel established online and offline. From the long-term perspective of the trend, the sinking of Internet channels is an inevitable result. The development trend. I think rural O2O should be a localized product in line with localized consumption patterns.

In other words, the rural version of O2O is different from the kind of commodity-centered stranger trading model of the general e-commerce platform. The biggest feature of our e-commerce platform is that it is completely human-oriented and localized. Mainstream, acquaintances interact and interact with each other. ”

For example, if a farmer buys a toothbrush, he does not need to buy it through an online shop. He only needs to complete the purchase from a nearby convenience store. What I would like to say about this example is that for the current rural market, we must think about the development model of the countryside and the development process of the entire rural demand element.

I am a university student who has come out of the countryside. The first thing that comes to mind after graduation is how the three rural issues and the application of science and technology are closely related to me.

Moreover, I think the gap between urban and rural areas in the Internet is mainly reflected in the data development gap. It faces the shortage of rural consumable commodities, the quality cannot be guaranteed, the profit barriers to the output of agricultural and sideline products, and so on. The problems of production and life need to be solved and optimization is needed.

This happens to be the best market in which I think Internet thinking can play a role. Of course, from my own feelings, this is something that I really want to do for the farmers.

Qin Gang: What marketing methods did you introduce in your startup? How's the effect?

Hu Wei: I have not deliberately thought about how to do marketing for rural Internet platforms. Our core concern is what farmers really need. We are all doing around the true needs of farmers.

The first thing we do is to use the surplus rural labor force to produce wall advertisements, post posters, and DM work.

First, farmers are allowed to earn money through the village village music network;

Second, let the farmer normalize to receive some business;

Third, through the Internet, we have established a sense of doing business for farmers and led them to stimulate domestic demand.

Because the businesses and products of the companies or groups we work with need sinks, there is no gimmick. What we build is an ecological win-win solution. Marketing certainly has the value of marketing. For companies, the cost of wall advertising is very high, and it cannot be monitored. It is easy to be covered. For us, we have built a huge network that spreads across the country and even to villages.

The peasants have earned money, and they have established a solid business and opened up new ways of living. After receiving our business, we can combine the Internet and e-commerce products to start a business or sell agricultural and sideline products. At the same time, relying on the village and village music platform, we can stimulate the awareness of farmers and start the mode of thinking of farmers doing business.

It is also one of our greatest accomplishments to optimize farmers' traditional labor patterns.

When the Internet connects each individual as a small node on the network, the village music platform can even play a number of charity functions.

Each member of the village and village can freely publish any legal marketing information on the platform. The unpredictable business matching that may occur each day is the current satisfaction of an actual demand that cannot be involved in administrative transfer payments.

Even the establishment of commercial credit and the governance of corruption at the grassroots level have been announced through the forum of the village village music platform. This kind of public opinion construction and supervision in the neighborhood of villages and villages make up for the intensification and rectification that cannot be achieved by commercial society and administrative power.

In other words, we have not deliberately pursued superficial things. We are only thinking of more realistic contents for rural people. For example: how to make farmers make money, improve the living environment, establish social methods that farmers like, how to educate the next generation more scientifically, etc. Wait.

Qin Gang: How did you recruit network village officials on the newly established website and what attracted them?

Hu Wei: In the early days, we did this thing in the village, and adopted the interactive mode of village friend socialization.

Secondly, we have developed a research system for farmers' needs, added interactive modules that are of interest to farmers, and let farmers decide for themselves what they like to send.

Currently, with the mode of word-of-mouth communication, the amount of information on the village-level platform has reached a certain value, and it has naturally grown at a high speed in the original state, which has exceeded our expectations.

At present, Murakami is China's most authoritative rural internet platform. Murakami's difference is that it is close to the villagers. It is also a Chinese rural Internet platform that truly understands the needs of farmers. It is not only a social platform, but also an information interaction platform. It depends on demand propagation and becomes a dependent communication. It is a cooperative community where farmers, villages and villages and our cooperative companies can achieve mutual benefits.

Village Village currently has 300,000 village officials. The so-called “village official” refers to the moderators of the village forums registered in the village village music. These moderators are equivalent to “village leaders” on the Internet. The forum of your own village is posted. When the village and village music headquarters have decentralized orders, they will take advantage of the distribution.

"What is the cause of the urban-rural gap? It is information asymmetry! Because information is an opportunity, only equal opportunities can equalize the benefits. Therefore, the Internet + rural agriculture is the most powerful weapon to narrow the gap between urban and rural areas!"

The agriculture, peasant, and rural industries have been promoted as China's top priorities for more than 10 years. But what is the core of the promotion of the development of agriculture, rural areas and agriculture? The core is people! It is a young man who has a strong desire to benefit his neighbors through his own income, based on his native country! And we have exactly this kind of resource. This is the value and potential of Village Music.

Qin Gang: In this entrepreneurial model, how do you achieve a good combination of offline and online?

Hu Wei: Speaking of the use of online and offline integrated marketing in traditional marketing concepts, many industry elites have used this keyword as a method of marketing promotion, and customer channels have established marketing tools that tie in with customer relationships.

We have used our own computer science majors to create a business platform that can hold 660,000 village data at a low cost, and then ranked first in search engine rankings for similar keywords.

Then we used the precision positioning system software we developed to monitor and sample each business execution point, and then there was an advertising company to find the door; through the acceptance of the wall advertising business, we realized the profitability of the village music project; we will connect the Internet with Tianhong. The lands connected with each other are connected together and then attract media attention.

“Local enterprises do local products to serve the local people.” This is the wish of a popular industry that Le Village, a village village, is trying to achieve.

Because the village building music construction model is not a seller of Taobao online shop corresponding to the mode of unlimited public buyers, nor is it the same type of city network services for the convenience of personal life needs, but a village as a unit, In order to expand the source and match business with townships and counties as the instigating point, we strive to achieve an operational platform that is fully compatible with the public welfare of business activities.

This is a platform within a radius of 100 kilometers. Within this radius, the fertilizer and water will no longer flow out into the fields. The distribution of production and sales at various levels can achieve an even distribution of the profit rate, which will increase the average level of living. Within this radius, the credit relationship will soon be established. qiut the market.

In our company, the combination of online and offline is not only a reasonable use of marketing techniques, but more important is a management model of innovation, and truly achieve the optimization of environmental protection and aging.

For example, during the launch of the village music media, our large rural executive team can complete the task application online in the shortest possible time, and can also supervise tasks through precise positioning systems and real-time image uploads. Late monitoring.

Not only that, the most difficult brand customer to solve is how to interact with China's huge rural customers in terms of brand value and product information. We can promptly conduct customer information transmission.

To use the two-dimensional codes that we often use in the Internet era to exemplify and build channels through the villages and villages, our offline village officials’ groups can receive timely and efficient QR codes for their brands or products. Villagers who have completed custom-built preferential information, product information, and other related content are released. Then they can promote the products of brand customers and regional businesses. At the same time, they can combine the product display and interactive functions of the Village Village website to strengthen the brand image. Customer spending guidance.

Qin Gang: When you build a rural shop, young people in rural areas are now generally leaving their hometowns. What kind of target group is this?

Hu Wei: First, rural shops are the gathering place for idlers in the village. In rural areas, smart phones are very popular, but WIFI is very inaccessible. After providing free WIFI for rural shops, it naturally attracts a lot of people to share the network with rural shops. This promoted the business of rural shops.

At the same time, the provision of a computer and a premium management system for rural shops will directly increase the management of rural shops to a higher level. This, of course, will allow villages and villages to collect big data and do more back-end values.

Villages and villages provide Internet management upgrades for rural shops, which at the same time embody the brand of village and village music. In the near future, everybody can immediately see the decisive advantages of village and village music in rural channels.

First of all, the village village music can directly provide rural shops with high quality and low-cost goods, but also can help rural shops to do O2O, so that rural shops can not only sell their own products in the shop, but also can not sell their own shop, but Online products and services.

In China, for any project, the more people involved, the more successful this project will be.

The business model of Murakami is based on the 5 million members of the 300,000 network village officials accumulated over five years. Murakami villages take the village as the unit to drive the village managers and pull the village’s unemployed people. To the next step, we plan to take the village. Creating a platform for college students to return to their hometowns for business investment, I believe this must be a very interesting and meaningful thing.

Qin Gang: The rural O2O model of Village Village is very grounded and very realistic. I hope you will be able to better serve the 600 million farmers in China in the coming days and thank you for sharing today.

Hu Wei: Thanks to Qin Gang's interview and I hope to use your platform to meet more entrepreneurial friends. I'm Hu Wei. I'm trying to promote Murakami's entrepreneurial model. If you are interested, you can add my micro signal: andy9526 , Join our startup team.

Postscript: Now that the concept of rural e-commerce and O2O is very hot, there are a lot of big companies that want to cut into this market, but most of them are on paper, and they are very difficult to really get to the ground.

Today, we introduce to you one of the most ground-breaking rural O2O sites: Murakami.com has been operating for five years and it looks very good. However, it currently has tens of millions of revenues and achievements each year, and it is estimated by VC to be worth 1 billion yuan.

Many times, many things are known only when they are done. The process of doing so is constantly adjusted. It is not a matter of talking about the troops all day, talking about a lot, wasting time and life.