In 2015, the major e-commerce compete for the vast rural market, a land enclosure movement is staged, and the focus of the battle is first launched in the home appliance market.

    On April 9, Jingdong announced the phased results of the development of rural e-commerce, which is positioned in the rural electricity marketing, distribution, installation, maintenance of Jingdong help service store performance eye-catching - four months, opened more than 400 service stores, the scope of service radiation of more than 100,000 administrative villages. Since the opening of the first service store in Zhaoxian County, Hebei Province, on November 20 last year, Jingdong has opened its service store rapidly, opening 3 stores per day, and opening up to 55 in a single day. In 2015, Jingdong set the goal of e-commerce to the countryside as opening 500 county-level service centers, recruiting tens of thousands of rural promoters, and establishing about 1,000 Jingdong help service stores.

    Recently, Suning announced that it plans to build 1,500 Suning shopping service stations in 2015, and plans to establish 10,000 in 5 years, going deep into the country's villages, and opening up the development barriers of "rural e-commerce" from the level of channel construction. Alibaba in October last year proposed a "thousand counties and thousands of villages" plan, will invest 10 billion yuan in three to five years in the county and rural areas to establish offline service points, specifically will establish 1,000 county-level operation centers and 100,000 village-level service stations.

    In the expansion of e-commerce to the countryside, Jingdong, Suning and Alibaba are logistics first in strategy, and they have built a ground network composed of offline service points from county to village. The difference is that Jingdong also chose the way of third-party cooperation, choosing an experienced partner in each county to open Jingdong help service store, and through a series of services and support will be incorporated into the Jingdong logistics system, and based on the characteristics of rural areas, assume the comprehensive functions of marketing, distribution, installation, maintenance and so on. Suning and Alibaba are integrating third-party logistics to build a service network covering rural areas.

    Jd.com, Suning and Alibaba's push into the countryside has hit Suning first. Suning has 1,400 offline stores in the country, many of which are in the three to six line areas, just like the development of first-tier cities in the past impact of e-commerce offline stores, when e-commerce into the countryside, the first to be affected is the offline physical stores. Taking home appliances as an example, in the past, farmers to buy TV, basically only go to the county electrical appliance physical store to buy a path, now they can choose to help like Jingdong e-commerce service store, cheap, service home, installation and after-sales one-stop, farmers why not?

    Just like the impact of Jingdong home appliances on Suning at that time, a new Jingdong Suning home appliances war kicked off in the countryside, and this time it may really be necessary to change the life below the line. In first-tier cities such as Beijing, Shanghai and Guangzhou, people have been used to buying things online, especially when the post-80s who grew up in the Internet environment also want to buy homes and decorate home appliances, they no longer go to offline physical stores to buy things. Suning now relies on offline physical stores in the three to six line areas. When Jingdong adopts third-party cooperation in rural areas to rapidly expand stores and serve villages, the impact on Suning's offline physical stores will be very large. According to the data disclosed by Jingdong, the growth of orders driven by Jingdong help service stores has exceeded 105% before opening, of which more than 200% has been in southern China.

   More importantly, Jingdong is applying its own management model to the operation of Jingdong Help service stores, which is in stark contrast to Suning's third-party logistics model. It is understood that the Jingdong help service store uses the way of third-party cooperation, because of the large number of applicants, Jingdong select partners is very strict, and the final selected Jingdong help owners are rich in appliance distribution, installation, maintenance and other experience. Because there is only one Jingdong gang in each county, plus Jingdong provides system, technology, brand, marketing and other aspects of support, and provides Jingdong gang sales rebates, distribution and installation subsidies and other services, so that Jingdong Gang and Jingdong formed a close community of interests, forming a Jingdong self-operated experience. In contrast, Suning's model of third-party distribution and supplier installation has obvious disadvantages, and it cannot achieve one-stop services similar to Jingdong. From this point of view, although Jingdong has only one county, it can achieve a better experience, less and more refined. Although Suning and Alibaba can quickly expand points through the way of joining third parties, they have caused competition between each other, and their services are uneven, many and complicated.

    Whether it is JD.com, Suning, or Alibaba, are extending their tentacles into the countryside, the simple purpose is to open up a new blue ocean of growth in the increasingly saturated online shopping market in first-tier cities. Compared with Jingdong and Alibaba's light pack, Suning is more entangled in the dilemma, Jingdong in the rapid realization of the rise of home appliances in the first-line areas at the same time, the use of Jingdong help such a unique model, quickly spread, the real crisis to the fundamental Suning.

Jd.com, Suning and Alibaba, in the countryside in 2015, are sparking a new battle. "Get the countryside, get the world", let us wait and see!

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