Economic Daily and JD.com released data -


　　rural revitalization from the shopping cart

Data source JD.com Consumer and Industrial Development Research Institute

　　Better meet consumer demand in sinking markets

　　Chen Yao

　　At present, my country's rural consumer market has made great progress, especially with the continuous improvement of income levels and the further strengthening of rural residents' consumption capacity. The large-scale rural market not only leads the upgrading of consumption and industry, but also becomes a new bright spot for expanding domestic demand and stabilizing growth. It is also a positive force and an important engine for promoting high-quality economic development.

　　Thanks to the in-depth advancement of the rural revitalization strategy, rural logistics and commercial facilities have been continuously improved. From food and clothing to furniture and household appliances, to education and learning, the rural consumption structure is changing with each passing day.

　　From the perspective of food consumption, with the further integration and development of offline brick-and-mortar commerce and online shopping, the hardware and software conditions of the rural fresh supply chain are being upgraded rapidly. The lower price and fresher quality have entered the dining table of rural consumers in the county, becoming a new choice for rural consumers to try out the water.

Therefore, for fresh food suppliers, accelerating the provision of fresh seafood, quick-frozen food, seasonal fruits and vegetables and other commodities, and expanding diversified supply channels will become new opportunities for rural food consumption.

　　From the perspective of the improvement of the living environment, with the continuous improvement of the quality of home life of the rural consumers in the county, the sales of furniture, home improvement, household appliances and other categories of products in the rural areas of the county continue to grow, reflecting consumers' desire to further improve their living environment. desire.

It is worth noting that the living environment in rural areas is getting better and better, but there is still a lot of room for improvement in retrofitting for aging.

In the future, relevant companies can accelerate the research and development of home improvement products with safety handrails, power assist equipment and other functions suitable for the elderly.

At the same time, it provides convenient services such as door-to-door installation, door-to-door cleaning, and door-to-door aldehyde removal to improve the convenience of rural home improvement.

　　In addition, with the improvement of education level and income in county-level rural areas, the new generation of rural parents pay more attention to the quality and refinement of childcare products, and continue to upgrade their own care standards.

The data shows that in the past three years, the sales growth rate of personal care, maternal and child care and other commodities in rural areas of the county has increased significantly.

　　We expect that the needs of rural consumer groups will be personalized and refined in the future, and will gradually integrate with urban consumers.

In order to further tap the consumption potential of consumers in rural areas of the county, it is necessary to expand product categories and produce customized products for the rural market. A wide range of goods and services.

　　(The author is a senior researcher at JD.com Consumer and Industrial Development Research Institute)