Suning launches ambitious war to occupy the rural market
Suning is going to expand its rural market by taking advantage of the government’s rebate programme for household electric appliances. Suning is currently the second largest electrical appliances retailer, immediately after Gome. And through this effort, it is making an attempt to beat Gome in this war.
The company will open no less than 1000 shops, of which a small amount will belong to Suning, while the rest will belong to those who invested in Suning’s brand shops. These newly opened stores are to meet the rural residents’ needs by occupying smaller areas (at about 2,000 sqm).
The latest Rural Household Appliances Consumption survey conducted by Suning and a Beijing-based research company reveals that the rural electric appliances market has bigger potential than the urban market.
According to the report, televisions, refrigerators, washing machines and kitchen appliances are the mostly bought products in rural regions. High-tech products such as flat screen televisions, air conditioners, computers and other digital appliances, are becoming increasingly attractive to the rural purchasers. Sun believed that the report would help to tap into the new market more effectively.
The biggest concern now for Suning is how to realize more efficient cooperation with the suppliers and how to deliver the goods to the customers in a more efficient way.
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