The cultural level is improving. New farmers' learning and imitation of urban culture is everywhere.
The brand environment is changing. Many brands, such as home appliances, communications, motorcycles, etc., have rapidly penetrated into the rural market, and various brand images with the flavor of the times have been deeply rooted in the hearts of the people in rural areas.
From the above aspects, it is not difficult to see that most people's images of agriculture, countryside and farmers have long since ceased to exist. Years of working experience in agricultural enterprises and long-term research results on agricultural products consumers tell us that rural consumers' awareness of brands and high standards of product quality have far exceeded our imagination in some aspects. Most rural areas are underdeveloped and farmers' income is low. The income from going out to work and planting and breeding is the only source of income for their family. Therefore, they are more cautious and rational than urban consumers when investing very limited funds to choose feed, fertilizer and household items.
In such a realistic situation, farmers' choice of products is actually extremely harsh. On the one hand, they believe in "brand" and will definitely choose products with high market reputation and good brand image if conditions permit. On the other hand, they will also carefully calculate how much profit the products they buy can bring to themselves, which requires the products aimed at the rural market to be simple, fashionable, cheap, durable and practical.
However, the dual structure that still stands out in rural areas of China also determines that the products in rural markets have the characteristics of many intermediate links and scattered markets. How to reduce retail prices and logistics costs and realize large-scale operation is far more difficult than cities. The purchase in rural market is more on demand, so the cycle of product consumption is even more than that in cities.
Therefore, the urban model cannot be simply extended to the rural market, and only those enterprises that know the rural market well and solve the special production and marketing channels can rise in the rural market.
After graduating from college, my son stayed to work in Changchun, Jilin. He just got married before the Spring Festival and gave them a wedding DVD. But there is no color TV at home. As soon as the couple got together, they simply gritted their teeth and bought a color TV. After all, the national policy of benefiting farmers has also reduced a lot of burdens for farmers in recent years, and with various subsidies, there are also some savings at home.
To expand China's rural demand and increase rural residents' consumption, it is necessary to analyze and inspect the overall consumption level and its changing trend of rural residents in various ways, and discover and discover many relationships that affect rural residents' consumption, such as the relationship between income and total consumption, the relationship between income and consumption increment, the average consumption tendency, Engel coefficient, the change of urban-rural consumption gap, and the relationship between the proportion of agricultural population and rural consumption. Practice shows that income is the main factor to determine the consumption level, the average consumption tendency reflects the relative relationship between consumption and income in that year, and Engel coefficient is an important indicator to reflect the quality of life of residents.
First, the increase in total consumption is basically synchronized with the increase in economic income.
Judging from the consumption level of rural residents in China, the relationship between farmers' income and the total and incremental level of consumption, the average consumption tendency, Engel coefficient, the gap between urban and rural consumption, and the proportion of agricultural population in rural consumption all indicate that the overall consumption level of rural residents in China is improving.
(A) the total consumption of rural residents increased
According to statistics, since the beginning of 2 1 century, the total population of rural residents in China has decreased year by year, while the total consumption level has increased year by year, from 200 1/kloc-0 to 269064 billion yuan in 2008, with an increase of1/kloc-0 in seven years. Both the total consumption and the growth rate of rural residents are rising. Compared with the growth level of all residents' consumption, although the proportion in the total consumption of all residents has declined, the growth rate is relatively low, but the per capita consumption level has improved. If all the 230 million rural migrants spend in rural areas, the total consumption should be 857.90 billion yuan based on the per capita consumption of rural residents of 3,730 yuan in 2008, and 654.38+0.55469 billion yuan based on the per capita consumption of urban residents. Therefore, when grasping the total consumption and level of rural residents in China and analyzing the basic situation of expanding rural domestic demand, we must consider the rapid transfer of rural residents brought about by industrialization and urbanization in China. In particular, we should consider the great changes brought about by the strategic deployment of the central government to form a new pattern of urban-rural economic integration, and the positive effects of China's efforts to break the dual structure of urban and rural areas.
(2) Consumption and income growth are basically synchronized.
Since the reform and opening up, the income of rural residents in China has increased rapidly, and the consumption level has also increased day by day. 1980 The per capita net income of rural residents 19 1 yuan increased to 2,366 yuan in 2006 and reached 476 1 yuan in 2008, an increase of 470.6% compared with 1980, with an average annual growth of 6.4%. 1980 The per capita living consumption level of rural residents was 162 yuan, which increased to 174 1 yuan in 2006+0, and reached 366 1 yuan in 2008, an increase of 383 compared with 1980. It can be seen that the living consumption level of rural residents is basically the same as the income growth rate, which shows that the living consumption will of rural residents is still obvious, and with the increase of income, the consumption level will keep increasing in the same direction. With the passage of time, the per capita net income and per capita actual consumption expenditure of rural residents in China were increasing. Although the rate of increase is relatively slow, the quantitative gap between the two still maintains a relatively fixed proportion.
(3) The average consumption tendency of rural residents has maintained a steady rise.
According to Keynes's absolute income theory, there is a stable functional relationship between consumption expenditure and actual income, and consumption expenditure mainly depends on people's current disposable income. With the increase of income, consumption will increase, but the increase of consumption will be less than the increase of income. From 200 1 to 2004, the average consumption tendency of rural residents in China was relatively stable, maintaining at around 0.74, while in 2005 -2006, the average consumption tendency showed an upward trend, rising from 0.74 to the highest values of 0.78 and 0.79. By 2007, the average consumption tendency of rural residents had declined, and it continued to drop to 0.77 in 2008. On the one hand, the rising and falling trend of consumption tendency can be explained as follows: with the increase of people's income, the consumption courage of rural residents has been greatly improved and consumption has been increasing. On the other hand, the changes in China's retail price index also have an impact on rural residents' consumption. Generally speaking, the average consumption tendency of rural residents has changed between 0.7 and 0.8 since the tenth five-year plan period.
(D) Engel's coefficient of rural residents decreased in fluctuations.
Since the tenth five-year plan, the Engel coefficient of rural residents' consumption in China has generally shown a downward trend. Although there was a rebound in 2004, it quickly maintained a downward trend, which was faster than that of urban residents. In the past seven years, the Engel coefficient of rural residents has decreased by 8.4%, while that of urban residents has only decreased by 0.8%. The difference of Engel coefficient between urban residents and rural residents is narrowing year by year, which shows that the consumption level and gap between urban and rural areas tend to be close, and the consumption demand and consumption direction of urban and rural residents have great convergence. Although the Engel coefficient of rural residents in China rebounded in 2008, it should be considered as the result of the change of consumer price index. In 2008, rural consumer price index increased by 6.5% compared with the previous year, which is the highest annual increase since the Tenth Five-Year Plan (200 1 to 2008, rural consumer price index increased by 23.4%, with an average increase of 3. 1%). From the speed of change, during the seven years from 200/kloc-0 to 2008, the Engel coefficient of rural residents changed by 4 percentage points, which was 0.3 percentage points higher than that of urban residents in the same period. It shows that the overall quality of life of rural residents has entered a stage of rapid improvement and is constantly approaching the affluent living standard.
(5) The consumption growth of rural residents is lower than that of cities and towns.
From 200 1 to 2008, the absolute number of per capita consumption of urban residents and rural residents was always between 3.6 and 3.8, and the consumption level of urban residents was always higher than that of rural residents in the same year. Moreover, the consumption growth of urban residents is faster than that of rural residents. From 200 1 to 2008, the consumption of urban residents increased by 7.7% and that of rural residents by 5.3%. It should be considered that the consumption difference between urban residents and rural residents caused by the dual structure of urban and rural areas is an inevitable phenomenon, especially the absolute difference of consumption caused by the different income levels of urban and rural residents will continue to exist. With the improvement of rural residents' income level and the emergence of exceeding the income growth rate of urban residents, the comparison of urban and rural consumption levels may change. Because, with the improvement of income level, rural residents need more consumption and improve their quality of life, while the consumption of urban residents has entered a relatively stable period. By then, the gap between urban and rural residents' consumption level may continue to narrow on the existing basis, or it will no longer widen.