China’s Home appliance market situation in rural areas

For home appliances, in fact, in addition to the bustling city market, the rural market is also worthy of attention. Especially as the three or four line city market in China, that is, we are very familiar with the rural market. In recent years, with the improvement of rural economic conditions, poverty is no longer a lot of three or four lines of urban synonymous. Replaced by the increasing level of income of farmers, but also brought consumer demand. And even some of the more economically developed rural areas, many people dubbed more people silly money in the purchase of home appliances, often do not pay attention to the price of the product, but the pursuit of high prices of home appliances.

What is the demand for home appliances of three or four lines rural market? Is it really true that rural people only buy expensive ones not the right ones?

Air conditioning and kitchen and toilet products have a great demand marketplace

According to a statistic data in 2016 on the rural market purchase behavior survey shows that in the annual expenditure structure, the purchase of electrical goods accounted for 29.7% of the expenditure, that is, nearly three percent of the expenditure. This proportion is not high, because the cost of human exchanges are accounted for 36%. Therefore, it also shows that rural consumers have no pressure when purchasing home appliances.

According to the statistics released by the National Bureau of Statistics, all kinds of household electrical appliances, urban and rural household appliances per 100 households have the following amount. In city, every hundred families have 122.3 TVs, 114.6 air conditioners, 94 refrigerators, 92.3 washing machines, 85.6 water heaters, 69.2 grease pumps, and 53.8 ovens.

In the rural household appliances market, home appliances products per 100 households have the following: TV has a total of 116.9 units per hundred, air conditioning for the 38.8 units, 82.6 refrigerators, 78.8 sets of washing machines, water tanks for 52.5, oil 15.3 sets of smoke, 15 for the microwave oven.

From this group of comparative data can be seen in the rural home appliance market, color TV and urban markets in the amount of each household is not much difference. In the air conditioning, washing machines, water heaters, range hoods and microwave ovens market, the gap is still great. This means that the rural home appliance market has a lot of room for development, growth potential is worth looking forward to. One of the most important reasons is that the number of rural population has returned, that is, some of the original migrant workers, return home employment or business. According to the statistics of the scale of China's home appliance market in 2016, the size of the secondary market was 226.1 billion yuan, while the size of the 34 market was 33.21 billion yuan. The gap between the two was large, which means that the rural household appliances Market prospects are huge.

Rural consumers are paying more attention to brand not prices

Once the rural market, due to consumer economic reasons, in general, are some cheap home appliances the most hot. And in recent years the purchasing power of rural consumers in the growing, consumers are no longer just concerned about product prices. According to large data, 69.7% of users concerned about product brands, 49.3% of consumers concerned about product prices, 27.7% of consumers concerned about the product itself, 27.7% of consumers concerned about services, 17.3% of consumers concerned about promotional activities.

From the above attention ranking is not difficult to find, the price factor in the present view, for rural consumers, is not the most important factor. With the rural consumer demand for home appliances continue to change, and now the most concerned about the content for the brand, the consumer trust the brand rose to the highest level. This means that the previous price factors, the impact on the extent of the consumer has declined.

In addition to the brand and price, the rural consumer services of home appliances are also very concerned about. In fact, many home appliances to buy home, not to get away. Follow-up in the event of product quality problems or consumers in the use of time to encounter doubts, the service becomes very important. Therefore, rural consumers of home appliances is also very concerned about the service, which also shows that consumers attach importance to their own interests.

Replacement demand is strong and comparisons Psychology still exists

For rural consumers, the purchase of home appliances is also a variety of reasons, such as the upgrading of home appliances, or their own or their children married and so on. According to the Ovied cloud network in 2016 to carry out the rural market research on home appliance purchase behavior, came to the conclusion: 62.7% of rural consumers, the purchase of home appliances for the replacement, that is, replace the home out of date or broken electrical product. 3.7% of rural consumers, because the neighbors around the home appliance products have improved grades, have their own home to buy new home appliances ideas. And 16% of rural consumers, it is because the new home and buy new home appliances. In addition, there are 12.7% of rural consumers, the reasons for the purchase of home appliances is not enough home appliances, need to add one. In addition, there are 4.7% of rural consumers, because their children or their children need to buy home appliances.

From the above figures can be seen, rural consumers to buy home appliances, the biggest reason is to replace, replace the old home or bad home appliances, accounting for more than Liu Cheng. And relatively speaking, there are still some users there is a comparisons of psychological, because the neighbors have replaced the new home appliances, their own homes do not want to lag behind. But fortunately, this part of the user, in fact, accounting for not high

Overall, the current rural home appliance market, is no longer everyone imagined in the low-end market synonymous. Rural consumer income is growing, home appliances also made more demands, such as more concerned about health, focus on energy conservation, attention to personalized and intelligent products. For home appliance manufacturers, the rural market is not to be ignored, manufacturers should be rural consumer demand for home appliances research, in order to understand the functional requirements of consumers, so that rural users can also use more satisfied Home appliances.