The rural market has gradually grown into one of the most extensive and important markets of modern household appliances, which can be said to be a new market with great potential. The characteristics of rural market sales and consumption are naturally different from the "consistent style" of urban household appliances. Then, how can home appliance manufacturers and distributors approach the vast rural market more closely and effectively? How can we win the favor of rural residents faster? The specific suggestions are as follows: 1. Constantly enhance the brand's popularity "famous brand! Famous brand! " -the buyer has a heart, and the faces of relatives and friends are filled with smiles, but their hearts are itchy. In rural areas, it is an honor to buy brand-name home appliances and a symbol of family prosperity. This was the case in the 1980s and 1990s, and it is still the case today in the 21st century. It can be said that "famous brand is happiness". At the same time, for the vast number of rural consumers, "famous brand" is a well-known brand or product. As long as people in the village or town know it, they can know its name and see it on TV every day or often. It's a famous brand and a "good thing". Therefore, if household appliances want to sell well in the vast rural areas, we must first ensure or continuously enhance the brand awareness, mainly through television-if we can't advertise on CCTV (CCTV is the TV station that rural consumers watch the most, and almost every household is watching it), at least we should often appear on provincial or municipal TV stations (some places have not approved the establishment of municipal TV stations, but we can still see such TV stations in rural areas). Even if some subtitles are broadcast every once in a while (relevant information can be changed once in February and March), the effect is ten times or even dozens of times better than that without advertising, and the cost is very small (mainly referring to advertising by city and county TV stations). For example, an audio brand in Guangdong is a second-line audio brand. It was originally unknown in a county-level city in Hunan (more than 95% is rural), and its sales volume has been unable to go up. Even some shopping malls bought several audio models, but none of them were sold from the beginning of the year to the end of the year, and the audio was covered with a thick layer of dust. The sales representative was confused. First, it is difficult to sell for a reason, because he doubts the consumption power of the countryside. Second, the countryside is desolate, the roads are rugged and the traffic is extremely inconvenient. It often takes two hours to run from one town to another, and sometimes it takes two or three hours to wait for the bus. Therefore, sales representatives are reluctant to go to the rural "grassroots" (market) for fear of hard work. Usually they just go to the dealer or even make a phone call. Staying in the city is much more comfortable and interesting. Later, under the pressure of the company and the reminder of the local core dealers, the sales representatives found that rural residents like to buy brand-name audio products, and the advertising fees of local TV stations are not expensive. Therefore, combined with the intellectual support of the company's planners, it is decided to carry out advertising communication in this TV station in three aspects: promotional subtitles, brand advertisements and corporate recommendation (playing corporate promotional CDs). The first time it is put in for three months, it will be put in reasonably. After the discount, the advertising cost totals 50,000 yuan, which will be shared by the enterprise and the core distributor through consultation. Therefore, within one month after the advertisement was broadcast, many residents in towns and villages rushed to buy this audio brand, so that sales representatives and distributors could better explore the rural market. Second, ensure the high reputation of this brand. As far as the consumption of household appliances in rural areas is concerned, the popularity of household appliance brands plays a very important role in promoting the sales of products, and the reputation of brands directly promotes the sales of products. In the same case (same city), the weather in Hunan in the summer of 2004 was hot and uncomfortable. Wealthy families in a village want to install air conditioners and no longer "enjoy" the evil of this bad weather, but at the moment no one dares to "cross the border"-take the lead in buying air-conditioning products, because they don't know what air conditioners to buy, and they are afraid that they won't work well. Later, a villager couldn't stand it. He bought an air conditioner installation in town (with a certain brand awareness). After more than ten days, the effect is good and the price is reasonable. For a time, this brand of air-conditioning products spread all over the village. Soon, in a village with more than 100 households, nearly half of the people bought the air-conditioning products of this brand, which fully reflected the power of brand reputation. Why is this happening? Because the neighbors in the village agreed that someone would "experiment" first, and the risk would be minimized or even "zero". Naturally, it can't be wrong. Why not? Therefore, home appliance manufacturers must find ways to improve the reputation of this brand, so that every villager can say that this brand is good-one person spreads ten, ten people spread a hundred ... the good sales of this brand product will decline. Third, adjust the market in depth and then position the price. Many manufacturers' marketers think that household appliances that rural residents can afford are cheap, and high-priced (high-end) products are difficult to sell in the rural market (the author once held this view among most marketers of an enterprise, and later Market denied their views), but this is all wet. According to the long-term consumption characteristics of the rural market, generally speaking, as long as many household appliances can pass the brand awareness and reputation, high-priced transactions will not be a problem, and their sales will definitely be high after one year. However, it will not be too "sad" to buy a small household appliance because it is broken, so consumers will focus on buying products with good quality but moderate price. Especially in rice cookers, electric irons, hair dryers, etc. Moreover, consumers have low requirements for brand awareness and reputation of small household appliances, and as long as they can be used, they can meet the needs of most rural consumers. Therefore, when promoting the rural market, home appliance manufacturers should first conduct an in-depth consumption survey on the local market in terms of price, and then make corresponding price positioning, so that their prices will become the hearts of local consumers. For example, Mr. Ni, a gas stove brand agent in Gaoyao City, Guangdong Province, belongs to a well-known brand, and the price is a little higher than that of the general brand. Originally, he thought it was a well-known brand, which should sell well, but he couldn't spend money in the local rural market and didn't know where the breakthrough was. Later, through the market analysis of his nephew who planned advertising, it was found that rural consumers did not pay much attention to whether these small household appliances were brand-name products, as long as they were safe to use (it was difficult for guests to see them in the kitchen anyway), so they were unwilling to accept products with high prices. Later, Mr. Ni changed his sales products, retail prices and sales strategies, and soon gained a firm foothold in the local rural market. Fourth, the media resources that do not hesitate to support wall-painting advertisements are very limited in rural areas. Besides TV and oral communication, there are some murals (advertisements). And some electrical appliance manufacturers just look down on these "gadgets", thinking that they are too low-grade and detrimental to the brand image. It seems reasonable, but rural consumers don't think so. For example, in a ravine, there is a family on a nearby hillside, and the mountain road passes parabolically under the hillside, so one side of the house is facing the mountain road. A huge "layout", a logo, a brand name or a slogan can be seen from a distance, which is very visually impactful. Passers-by feel that it is a kind of enjoyment, which will lead to the association of inferiority! As long as the quality of the product itself is excellent. Moreover, the cost of wall painting advertising is extremely low (only the cost of painting, generally not the cost of "layout"), which is an important way to save the promotion cost. Many products in the rural market, such as motorcycles and feed, are promoted and sold through a large number of wall-painting advertisements. The author's hometown also belongs to the countryside. I remember that there was a washing machine in my hometown market in the 1990s. Because the promotion cost of the manufacturer was insufficient, it successfully occupied the market share of our towns and surrounding towns through wall-painting advertisements. It can be seen that the advertisement of wall painting in rural areas is quite effective. In fact, if you think about it carefully, it is equivalent to a large outdoor advertisement in the city, but it is a little simpler and cheaper in the countryside. V. Focusing on Festival Assemblies and Launching Promotional Activities When buying household appliances, rural consumers often choose traditional festivals such as Dragon Boat Festival, Mid-Autumn Festival and Spring Festival, while small household appliances often use fairs, temple fairs and other activities to "buy by the way". Therefore, when entering the rural market, home appliance manufacturers should grasp these festivals and activities and immediately promote related promotional activities. Generally, the larger the scale or atmosphere, the better the effect. It should be noted that these products are usually not promoted or discounted (generally in state-owned stores in rural areas), so that consumers can see the price difference when promoting-the time is no longer coming, and they will soon make a decision whether to buy or not, because after this promotion time, manufacturers will restore the retail price to the usual "normal price"-rural consumers are very sensitive! A friend of mine in Shandong saw this and opened a 100 square meter electrical appliance store in his hometown. According to this situation, he carried out efficient marketing promotion (including promotional activities) and earned nearly 200,000 yuan a year. Sixth, comprehensive cooperation with home appliance combination sellers In big cities, Gome, Suning, Dazhong, Yongle and other home appliance retail carriers appeared. In recent years, some professional home appliance combination sellers have also appeared in the vast rural market. This retail model has two sales targets, one is consumers who buy single products, and the other is newlyweds who buy a series of product combinations. Its selling point is to sell its professional image, and the other is relative price concessions. However, these two points have conquered most target consumers. The annual shipments of such manufacturers are huge. For example, the store opened by Teacher Lin in a city in Guangxi belongs to this type. In 2004, the sales of TV sets, DVDs, washing machines and other common household appliances exceeded 65,438+0,000, showing their comprehensive sales strength. One DVD is an OEM product, and it is very difficult to enter the regional market where Teacher Lin is located at first. Later, its manufacturer cooperated with Mr. Lin to promote it, and sold more than 1200 sets a year in a single store, which was unimaginable before the cooperation between the manufacturer and Mr. Lin. Judging from the current development situation, home appliance combination sellers are the development direction of rural home appliance sales industry in the future. If home appliance manufacturers can cooperate with local home appliance combination sellers in a timely and comprehensive manner, it will be very beneficial to promote the brand locally, just like hitchhiking. Generally speaking, it is not easy to really go deep into the rural market and maximize the market share of this brand and this product.