After the computer went to the countryside, the top five brands accounted for 90% of the shares

According to the latest data from the Ministry of Commerce, in the first three quarters of this year, the nationwide sales of household appliances to the countryside reached 52.573 million units, and the sales amounted to 115.84 billion yuan, a year-on-year increase of 1.5 times and 2 times respectively. Computers that were not particularly concerned have become the largest "dark horse". For the first time, they surpassed refrigerators, and together with televisions and washing machines, they became the most popular home appliances for the countryside.

Why did the previously unpopular computer market have such a large-scale outbreak in rural areas? At present, what kind of pattern is the rural computer market? What are the substantial impacts of computers in the countryside?

The five brands accounted for 90% of the shares. "These big brands have all voted in so many models. The market has allowed them to complete the distribution." On November 2, the fourth round of the National Home Appliances to Countryside Bidding Fair, the head of a computer company wrinkled With a brow, he complained to a reporter from China Enterprise News.

At the scene, the reporter saw that 19 computer companies participated in the tender. In addition to the 14 companies that won the bid in the third round of this year, new faces such as Suzhou Samsung and Christie have emerged, and the number of tenders and models of different companies is also very different. Lenovo, Haier, Founder, Great Wall, Hewlett-Packard, Acer and other well-known big brands all voted for 80 models of full marks, while Changchun Zall and Nanjing Fuzhong SMEs have all invested less than 10 models.

According to industry sources, the current rural market is almost a situation where big brands “go to the countryside”. "Lenovo accounts for about 40% of the market share, Haier and Founder are almost 20%, and Tongfang and Hewlett-Packard are also about 10%, leaving only a few percent of the market share for other brands. This is also a number of small and medium-sized brands. The reason why the computer is not enthusiastic about the countryside is that these big brands are appealing to rural consumers because of their long-standing brand image."

The laptop will be favored. "The pulling of the computer to the countryside is really too big for the company." Wu Wangqing, head of the Lenovo Emerging Markets Department, told reporters that "the sales volume of home appliances to the countryside has accounted for almost 50% of all desktop sales. Up to 20% before."

Wu Wangqing said, “In the next few years, with the growth of a new generation of consumers in rural areas such as '80s’, the computer penetration rate in the rural market will continue to increase, sales will continue to increase, and notebooks will replace desktops as a rural market. Mainstream products."

The market development needs to improve the computer to the countryside, although significant achievements, but there are still many problems to be solved in the actual operation.

"China's rural market is too extensive and widely populated. How to communicate with consumers, promote computers to them, and popularize computer knowledge is a huge problem. And how to make rural consumers easily and inexpensively available? Computers are also problems that computer manufacturers must face,” said Wu Wangqing. “Although Lenovo has 16,000 township outlets nationwide, it is still far from enough.”

An industry expert told the reporter that in many rural areas, many consumers’ understanding of computers has only stayed at the initial stage of “only playing games and watching movies”. Due to insufficient understanding of computer knowledge, farmers are buying computers. At the same time, it is vulnerable to fraud by dealers, falls into price misunderstandings, and does not receive good guarantees after sales. This has greatly affected the development of the rural computer market.

In addition, the state and enterprises must also increase the popularization of rural consumer computer knowledge. At the same time when selling computers, they must also do a good job of computer knowledge to the countryside to stimulate consumer enthusiasm and open the rural market from the root.