PC shipments in the county or township accounted for nearly half

According to IDC's research results for the first quarter of 2010 on China's commercial PC market, total commercial shipments in China's commercial PC market will be expected to reach 32.5 million units in 2010, representing a year-on-year increase of approximately 24.8%, of which 15.95 million units will be shipped from commercial PCs. The 4-6 level market accounted for about 49.1% of the overall commercial PC market, which was the main growth driver for PC shipments. It can be seen that with the improvement of the living standards of the 4-6-class cities and the gradual deepening of the IT information construction, under the stimulation of the national subsidy policy for home appliances to the countryside, the demand for computer purchases by rural residents is increasing. How to maximize the PC share of the 4-6 market has become a major issue for PC companies.

Demand for PC products in the rural market has seen an explosive growth. "The IT demand in the rural market is rapidly magnified. The total volume of the 46 markets has also exceeded the expectations of many people." Insiders said that IT growth in the 46 markets has been far behind. Greater than one to three cities. According to IDC's latest quarterly tracking research results released by sub-city, China's 5-6-class city PC market achieved an overall shipment of 1.48 million units in 2009, and grade 5 cities increased by 29.4% year-on-year, while grade 6 cities recorded a year-on-year increase of 25.0%. In 2010, 5-6-class city PC shipments will reach 20 million units. The consumption power of the rural market has become a new bright spot in the growth of the PC market. With the acceleration of the popularization and application of computer products, the demand for PC products in the rural market will show an explosive growth.

With the launch of “Home Appliances Going to the Countryside,” and in line with the government's policy guidance of expanding domestic demand and stimulating consumption, the “Downtown PC” provides opportunities for PC companies to develop the fourth and sixth grades, especially the rural market. The information released by the Ministry of Commerce website recently showed that the sales volume of “downtown computer” exceeded the refrigerator for the first time and rushed into the top three sales of home appliances to the countryside. From January to April 2010, the cumulative sales of home appliances to the countryside were 20.832 million units, with sales of 41.71 billion yuan, a year-on-year increase of 5 times. Among all household appliances in the countryside, the performance of PC products is the most eye-catching, surpassing the list of the top three for appliances for the first time into the countryside. The computer squeezed into the top three, mainly because computers and the Internet gradually entered people's lives, and the peasants' concept of consumption also changed.

At the same time, PC popularity is also a reason for the potential of the 4-6 market. IDC expects that by 2010, the growth rate of the six-tier market will reach 31.6%, which is the fastest growing market. A senior analyst at the IDC China Computer Systems Research Department believes that the computer-to-country policy will bring about 2.6 million PC market opportunities for rural and 6-tier cities. At present, the rural computer penetration rate is only 5%, and a 1% increase in penetration rate is equivalent to pulling 2.5 million units of sales. The implementation of the "Computer to the Countryside" policy has undoubtedly injected a booster for the PC market. Analysts in the industry said that “computers going to the countryside” will drive at least 250 million computer sales in rural areas, creating a market of at least 10 billion yuan. Huge business opportunities have forced PC companies to find ways to seize this tempting "Blue Ocean" market.

Rural informatization has become a potential business opportunity for the PC market. Along with the rapid development of the 4-6 level market economy and the gradual deepening of IT informatization construction, rural informatization construction has increasingly attracted the attention of the Chinese government, industry, and IT vendors. Rural informatization business opportunities have also attracted the attention of PC companies. “Agricultural and rural areas are the bigger markets and directions, and rural information markets have huge opportunities in the future.” This has become the consensus of PC companies, and the rural market has become a new competition for major manufacturers.

Rural informatization refers to the process of agricultural production activities and social practices, through the general adoption of modern technologies such as communications and information technology as the main content, more fully and effectively developing and utilizing information resources, and promoting the process of agricultural economic development and rural social progress. . Rural informatization requires the widespread and systematic application of agricultural information technology in rural production, life, management, etc., to achieve rural informatization, supporting new rural cooperative medical projects, rural financial informatization construction, rural cultural information resources sharing projects, Rural "banbantong" projects are inseparable from the demand for PCs. Informatization business opportunities have stimulated the demand for computer purchases by rural residents.

At the same time, the subsidy for the national home appliances to the countryside policy also provides policy support for the development of the rural computer market, while the penetration rate of the rural PC itself is very low, which requires a large number of procurement PC to complete the information construction, therefore, these will undoubtedly become the potential of the PC market. Great business opportunities. In addition, the construction of multi-media classrooms and e-libraries for rural primary and secondary schools will also become the opportunities for the growth of PC shipments in the education industry in China.

PC companies develop rural market strategies and open up rural markets. PC companies want to maximize the possession of this blue ocean market. How to correctly understand the needs of rural areas for computers and help farmers solve the problem of “good buy and good use” of computers are key factors. The PC giants further considered how to nurture this market while "dark" in the rural market.

In fact, this "marathon" competition started as early as several years ago. It is reported that Tongfang Computer has specially developed a rural special product with a wide-range and stable power supply system for the natural phenomena such as voltage instability, multi-leakage, and insect infestation that are unique to the rural market. Lenovo, TCL, Haier and other well-known domestic computer manufacturers are not to be outdone. They have launched computer models targeting the rural market. At present, the Lenovo home computer market share in the rural market is 42.4%. Lenovo had previously released a plan for the computer to the countryside, saying that it would expand its sales network to 7,800 to ensure that rural residents can purchase Lenovo computers within an hour's drive, and plans to build 700 county-level landmark stores in the next three years. The market share of Hewlett-Packard is second only to the association that started in China. According to news from Hewlett-Packard's after-sales forum network, Hewlett-Packard invested and constructed rural information platforms such as “Computer Home”, through “Five hundred” projects and products to the countryside, teams to the countryside, training to the countryside, and channels to the countryside. The service to the countryside has been fully submerged. To further explore and meet the needs of China's rural markets, Hewlett-Packard named the rural strategy “harvest plan”, built a platform for farmers to provide wealth, provided entertainment information, and provided equal education opportunities for rural students. .

When a PC company fully understands the current situation of the rural market, consumer habits, and consumer demand for product performance and price, it must tailor rural market strategies from a variety of perspectives, including products, teams, channels, services, and training. In terms of products, PC companies must take into account the special rural environment on the hardware and develop and pre-install some software related to rural life; on the sales channels, retail stores need to further cover the 4-6 level market to facilitate consumer purchases; It requires a diversified approach to provide farmers with convenient services.

In addition, conditional manufacturers may also set up teams that include R&D, products, channels, services, etc., stationed in the rural market, collect rural user needs and feedback, and, in addition, the major manufacturers to force the rural market, the training link must not be Neglect, we must provide re-employment and multimedia teaching training for rural surplus labor force and rural teachers, and improve rural informationization. In short, only through a comprehensive strategy of the system can we grasp the business opportunities in the rural market and occupy the commanding heights.

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WENZHOU TENGCAI ELECTRIC CO.,LTD , https://www.tengcaielectric.com

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