Yao Jinbo's ambition: the dual-brand strategy of 58 city and 58 agricultural services

A few days ago, Shage wrote an article, "There is a strong demand for rural convenience information. When was the rural version of "58 City" born? This paper introduces the development potential of classified information in rural market. And classified information has always been the core business of 58 Group. Will this rural version of 58 City 58 Group be easily handed over to others?

At the sub-forum on "IT and Digital Poverty Alleviation" on April 2 this year, Yao Jinbo, CEO of Group 58, revealed to the public that Group 58 would launch a "58 villages in the same village" platform to serve rural people. On the one hand, it will provide information services for their food, clothing, housing and transportation, bringing convenience; On the other hand, efforts will be made in blue-collar employment and agricultural product sales to lead the rural population out of poverty. Therefore, it is self-evident that 58 Group wants to be a rural version of 58 cities, and this 58 village is the "58 agricultural service" established on 20 16.

Information service is bound to go to the rural market.

As the head of 58 cities, Yao Jinbo relies on the same city to make 58 cities bigger and stronger step by step. At present, Group 58 has covered real estate, recruitment, film industry and other fields, but information service has always been the core of its business. Why?

First, 58 Tongcheng, which mainly provides classified city information services, has always been the backbone of 58 Group, with early establishment, large scale, high penetration rate and strong influence. Especially after the acquisition of Jiji.com, Group 58 is a well-deserved industry leader in the field of information services, and it is unreasonable not to take information services as the core.

Second, the users and profits of information services are immeasurable. The value of goods is tangible, but in the Internet age, the value of information is infinite. First of all, the market demand is huge, regardless of men, women and children, there is always an information demand, which is a fast service demand that runs through everyone's life. Secondly, information service matches supply and demand by building a platform to meet demand, and its advantages are obvious: low risk, wide coverage, many users and high profit.

We all know that "this magical website" in 58 cities has established a mature brand base in the city, but Lao Yao's ambition does not stop there. What a vast market the countryside is. According to the latest statistics of the National Bureau of Statistics, the rural population accounts for 43% at present, and the level of rural Internet information service itself is very low, such as insufficient hardware facilities, low network coverage and solidified user habits. This means that the rural Internet information service market is a brand-new huge market, which will be the necessity for Yao Jinbo to build a rural version of "58 City".

Double brand strategy in 58 agricultural clothing

Lao Yao's dual-brand strategy this time will also be a big market planned in the future. The urban information service in 58 cities has basically taken shape, but the rural information service in 58 cities has just begun. As an important strategic layout of 58 cities in the rural market, 58 agricultural service takes the convenience information service of 58 agricultural service insiders as the breakthrough point, which may be simpler, more direct and faster than the layout of rural markets by e-commerce giants such as rural Taobao and JD.COM.

How will 58 Tongcheng and 58 Farmers jointly lay a solid foundation for China information service for Lao Yao? The first system runs independently. As two brands, 58 Tongcheng and 58 Farmer are two subsidiaries of 58 Group. 58 city is responsible for the daily operation of 58 city, and 58 farmers operate independently outside the 58 city system. They are independent and cooperate closely in their respective fields. The second business, 58 cities are responsible for urban classified information, and 58 agricultural services are responsible for rural classified life information services and government services. The former is mature, and the latter will cover a wider range of business. In the third mode, 58 cities are based on the development of city-level agents and information display of yellow pages merchants, but 58 agricultural services are also based on the development of agents, but at a lower level, based on towns and villages. At the same time, the profit point sinks and the threshold is lowered, so that every farmer has the opportunity to enjoy the convenience of life brought by information services.

58 agricultural services Pepsi-Cola rural general information service

Lao Yao laid out the China information service network, and whether he can finally close successfully is the APP product "58 Agricultural Service Insider" developed by 58 Agricultural Service Company. After all, as a new market of the Internet, rural areas have many particularities and are difficult to attack and defend. The rural infrastructure is still incomplete, the economy is relatively precipitated, and the network coverage is low. At the same time, the user habits of rural people are also quite special. Although PC usage rate is extremely low and mobile usage rate is high, APP usage rate is not high. What kind of Internet carrier should rural information service rely on is also a problem.

However, according to the official publicity data of 58 agricultural service providers, based on WeChat platform, 58 agricultural service providers have covered more than 1500 townships in 20 provinces across the country, served more than 3 million rural users, and released more than 800,000 messages every month, which solved the travel problem for 654.38+million farmers and solved the local employment of 30,000 farmers. The development momentum is still very good.

Does this mean that 58 agricultural service insiders have successfully explored an information service model suitable for rural areas and rural people? In addition, 58 agricultural service insiders are recruiting township partners and county-level agent partners nationwide. I guess this township-county agency model is the reason why 58 agricultural service intellectuals can develop rapidly.

As the key business of 58 Group in rural areas, 58 agricultural service has been deposited for one year before it has achieved its present achievements, and the future outbreak is worth looking forward to. However, as an Internet product, whether it can be finally recognized by rural users and whether it can explore a unique rural route, we can only look forward to the future development of 58 agricultural service insider APP with a wait-and-see attitude.