1

"Stay or go?"

188bet is 1983，The dilemma faced by a nearly 40-year-old infrastructure engineering soldier after being laid off: stay，Just continue to engage in technical work in the army；Go，Transfer to a new position，Welcome the unknown。

Weigh again and again，He resolutely resigned 188bet army，Turn your sights to the South。After twists and turns，He and his friends collected 20,000 yuan，Founded a company called Huawei in 1987。

Meanwhile，Two other middle-aged 188bet in their forties，A Wahaha children’s food factory was set up in a small alley in Hangzhou，One is in Zhongguancun, Beijing，Manage Lenovo, which was founded three years ago, with great success。

Three people，Three 188bet，Connecting the main outlines of regional economic development in that era。

Since the reform and opening up，In order to give full play to the geographical advantages of the eastern coastal area，The country has put forward the strategic concept of “the eastern coastal area takes the lead in development”，And provide policy preferences to many 188bet。The capital, Beijing, naturally needs no introduction，The fate has arrived on the eastern coast，The future is simply a sea of ​​stars。

Good birds choose trees to roost，This is the eternal truth。So there are the first three and the later "Ninety-two Faction"，The later Internet trendsetters，And tens of thousands of 188bet coming，Take root and sprout。Years of ups and downs，The group of entrepreneurs who emerged from the spring breeze of reform，Many have become real estate、IT、Finance、Car、Leaders in home appliances and many other industries；Their coordinates，They are also labeled with the honor of "first and second tier"；Most residents are also running towards a well-off society，Live and work in peace and contentment。The entire national economy has achieved a qualitative leap due to the rise of these regions。

Specific historical period，“Top-down” development concept，Let first- and second-tier 188bet become the “wind outlets” and the source of power for national economic growth。However, these so-called "wind outlets"，It has never been all about China - or rather，Just the tip 188bet iceberg。

2

January 2004，In an inconspicuous corner 188bet United States，The CEO of a digital jukebox company and the editor-in-chief of a technology magazine are talking animatedly。

Based on many years of industry experience and long-term observation 188bet market，The former raised such a point:

“Listeners have an endless demand for 98% of non-popular music，The non-popular music collection 188bet is huge，Boundless。”

Listen to the latter，Taking out a small notebook thoughtfully，Record 188bet "98 Rule"。

Spark of inspiration，Can start a prairie fire。After nine months of intensive study，An article called "The Long Tail" appeared in "Wired" magazine，The author is signed by Chris Anderson - the editor-in-chief 188bet magazine，He proposed the eye-opening "long tail theory" in the article，It has had a profound impact on the changes in business thinking of future generations。

In the long tail theory，Those hot and popular demands are called head demands，Unpopular dispersed demand is called long-tail demand。188bet tend to focus on head needs，But never noticed，Those inconspicuous personalization and scattered long-tail needs，This adds up to a market larger than popular demand。

If we use the economic development status of different regions as an analogy，At the "head" position 188bet long tail，Obviously a first- and second-tier city。

Benefit from the "top-down" development concept，First- and second-tier 188bet occupy a pivotal position in China’s economic landscape，And policy、Resource、Infrastructure、The joint effect of a series of factors such as talent，allowing them to create endless wealth in a limited space。National Bureau of Statistics data display，Four 188bet in Beijing, Shanghai, Guangzhou and Shenzhen in 2017，With 5% of the country’s population，Contributes 1/8 of the output of the entire national economy。Meanwhile，Whether it is policy formulation or capital investment，Whether it is urban construction or trend direction，First- and second-tier 188bet almost always play a leading role，188bet and regions below the third tier can only follow behind them。

So，People naturally think，First- and second-tier 188bet are the representatives of China’s economic fundamentals，And the "people within the fifth ring road" living among them have a sense of superiority: they have good income and a broader stage，They are used to seeing bright lights and busy traffic，There is even a high probability that you will mistakenly think that the place you are in is what the entire country should look like。

However，They don’t know，The total area of ​​the four 188bet in Beijing, Shanghai, Guangzhou and Shenzhen only occupies 0% of the country's total area.33%，Even if four first-tier 188bet and Hangzhou are combined、Nanjing、The total area of ​​15 "new first-tier" 188bet including Qingdao，Accounting for less than 3% of the country。This means，Stories that happen in more than 97% of the country，It can’t be seen clearly by people with head position。

It is a vast expanse、The long tail zone with unlimited potential and imagination，There are nearly 300 prefecture-level 188bet there，Three thousand counties，40,000 towns，660,000 villages。

3

Years of rapid economic development，Let our country grow 188bet a low-income country to a middle-income country，Per capita GDP increased 188bet 223 in 1978.USD 84 to 8808 in 2017.USD 98，Inflated nearly 40 times，The "Chinese Miracle" has become famous all over the world。

But，Affected by factors such as specific historical background and differences in resource endowments，The economic development progress of various regions in our country is not synchronized。For example，Most of the first- and second-tier 188bet at the head of the long tail (including new first-tier 188bet) are located in the east，And some provinces and autonomous regions in the central and western regions such as Inner Mongolia，Occupying 1/8 of the area of ​​China，There is not even a second-tier city。

But this is not terrible，Because 188bet objective existence of regional development gaps，It can be used as a new endowment to promote sustainable growth 188bet national economy。Professor Liu Wei, President of Renmin University of China, once said in an article:

“If we say that the economically developed eastern regions were the main regional driving force for my country’s economic growth，With the deepening of my country’s western development and the acceleration 188bet rise of central China，Even if the eastern coastal region enters a growth inflection point where the growth rate gradually slows down (for example, when the per capita GDP reaches 15,000 US dollars)，The western and central areas may enter a period of rapid growth。”

Now, these judgments are coming true——When the economic growth rate of various eastern provinces and 188bet generally slows down，Many provinces in the central and western regions are showing excellent growth trends。Data display，2017，Beijing、Shanghai、Guangdong’s GDP growth rate is 6.74%、6.9% and 7.54%，And Yunnan、Guizhou、The growth rate of Sichuan and Tibet was actually 9.5%、10.2%、8.1% and 10.04%。Inadvertently，The driving force for national economic growth is shifting from the developed eastern regions to the less developed regions in the central and western regions，And the underdeveloped regions in the central and western regions，It is precisely the main position in 188bet below the third tier and rural towns。

Then，188bet living in these long tail areas，What a scene again？

Sorry，Long time，Long-tailed people are almost secretive existence，Compared with the elites "within the fifth ring"，They lack topicality，There is little sense of existence。Just like the consumption upgrade in the general public’s impression，Maybe it happens more to the leading people in first- and second-tier 188bet - after all，The high-speed train is full、Five-star hotel room occupancy rate increased、Stories such as overseas per capita shopping consumption leading the world frequently occur，Needs a certain level of economic foundation as support。The bright sparks blooming from the stable middle- and high-income people，Attracting the favor of countless businesses。As for others，It is likely that it has been blocked by the "visually impaired people within the fifth ring"。

However，With the decline of economic growth momentum and the gradual saturation of the market in first- and second-tier 188bet，New incremental space urgently needs to be explored；And Pinduoduo、qutoutiao、The rise of fast players，It shocked countless elites。So，People’s eyes move away from the head group，Turn to another place。

The name of that place is called "Sinking 188bet".

4

Some days ago，A childhood playmate came to the imperial capital 188bet his hometown in Northeast China to participate in unit training。Not seen for more than ten years，Of course I want to show my kindness as a landlord。After a few greetings，He told me about his daily life in a third-tier city:

(1) Lives in a duplex with an area of ​​200 square meters，Parents help to get the full amount，No mortgage pressure；

(2) I drive a Toyota Corolla worth over RMB 100,000，Because I gained weight，Recently I am planning to give 188bet to my wife，Change to a more spacious SUV；

(3) Nine to five，1/3 188bet time at work is spent reading newspapers and news，Annual salary 50,000 to 60,000，Eating and drinking without worries；

(4) Go home on time after get off work，188bet is a great pleasure to take my wife and dog for a walk after dinner；

(5) Travel to the provincial capitals of second-tier 188bet from time to time，Less than three hours round trip；

(6) Pull a group of brothers to drink skewers every week，Occasionally, I take my family to fly 188bet outside world to see...

Playmates talking with relish，I opened my mouth in surprise，Think about my many years of wandering，I can’t envy him more。

This is a typical representative of a "small town youth"，And they only make up a small part 188bet sinking market。In fact，More and more evidence is refreshing people’s inherent understanding 188bet sinking market。

First of 188bet, the huge population base.

I am used to seeing the population of first and second tier 188bet flourishing，People often don’t realize that there is an unimaginably huge population in the sinking market。Comprehensive relevant data reported by the National Bureau of Statistics and Guotai Junan Securities，More than 70% of people in the country are in the sinking market，In other words，About 3 residents in first- and second-tier 188bet900 million people，The number of residents in third-tier and below-tier 188bet and rural areas is as many as 1 billion - 1 billion people，This is an existence that is approximately three times the total population of the United States。

Secondly, in terms of income and expenditure 188bet, lower-tier residents performed better.

Although the absolute income of low-income groups is not high，But the growth rate is enough to make 188bet’s eyes light up。Official data display，Excluding price factors，The growth rate of per capita disposable income of rural residents in the past two years has been higher than that of urban residents。Affected by this，The growth rate of rural residents’ consumption expenditure is also higher than that of urban residents，And the “scissors gap” in the growth rate of urban and rural residents’ consumption has emerged。It is worth mentioning，Lower housing prices make residents in sinking markets less likely to worry about huge mortgage loans，Therefore they tend to have a stronger willingness to consume，Not even inferior to the head crowd。

Once again, 188bet upgrade is accelerating.

Borrowing the expression of Miura Exhibition, a Japanese consumer society research expert，Most people in 188bet and regions below the third tier have entered the "second consumer society" and the "third consumer society"，The distinctive feature is the transition from "for family consumption" to "for personal consumption"，That is, when meeting the consumption of household necessities，People begin to pursue personalization、Branding、High-end、Experiential consumption。According to McKinsey’s “Modernization of China’s Digital Consumers” research report，The proportion of residents in third- and fourth-tier 188bet using e-commerce for shopping has exceeded that in first- and second-tier 188bet。

Also，According to statistics from Roland Berger，The mid-range automobile consumer market in third-, fourth- and fifth-tier 188bet is growing the fastest，The consumption of cars priced between 80,000 and 180,000 yuan has seen the most significant growth in third- and lower-tier 188bet。These all confirm that the consumption of long-tail people is rapidly upgrading。

Finally, pan-entertainment 188bet performed well.

Everbright Securities’ research report shows，The consumption of 188bet in the sinking market in the field of pan-entertainment has increased significantly，Among them games、Live Broadcast、Short video、Online animation、Online reading、Online music and other sectors are more prominent，The willingness to pay is also relatively strong。

The above evidence 188bet further proves，The living conditions of playmates are by no means an exception。Now，The huge consumption potential contained in them is gradually being released；corresponding，It is the awakening and rise 188bet entire sinking market。

5

Existence is reasonable，Everything happens for a reason。Amazing，We must be clear，The rise 188bet sinking market is no accident。In the author’s opinion，The following four forces are at work:

First，The high cost of living in first- and second-tier 188bet leads to population return。

Long time，First- and second-tier 188bet are the first choice for people to live and work。However，The surge in population has brought about a series of negative impacts，Includes traffic jams、Water shortage、Air quality discounts and more，Especially the high housing prices that discourage countless people。Affected by this，The resident population of many first- and second-tier 188bet is decreasing，A direct example is the decline in the permanent population of Beijing and Shanghai in 2017。

And those migrant workers who left the big 188bet，A considerable number of people choose to find employment in nearby low-tier 188bet，This increases the population size of lower-tier 188bet。Meanwhile，The returning people still maintain their consumption habits when they lived in first- and second-tier 188bet，This has promoted the acceleration of consumption upgrade in the sinking market。

Second, policy dividends have significantly increased the income of low-income groups.

On the one hand，Clearly stated in the national “Thirteenth Five-Year Plan for Poverty Alleviation”，“All poor 188bet must be lifted out of poverty by 2020，Eradicate poverty-stricken counties、Poverty Village。”According to public information，National poverty alleviation fund expenditure will reach 1.2 trillion yuan in 2018。Affected by the dividends of this targeted poverty alleviation policy，The income level of low-income rural residents has been rapidly improved，This also stimulates their enthusiasm for consumption。

On the other hand，Under the implementation of monetization of shed reform for many years，The commercial housing market in third- and fourth-tier 188bet and northwest and southwest border areas has developed well，And to a considerable extent, it has released the consumer demand of low- and middle-income families，Especially for household appliances、Home decoration、Demand for electronic equipment and other products。

Third, the penetration rate of network equipment 188bet long tail zone continues to increase.

With the improvement of Internet coverage and the continued sinking of mobile Internet，The penetration rate of network equipment in lower-tier 188bet and rural areas has improved significantly。A direct example is in recent years，The phenomenal rise of OPPO and vivo。Public data display，2017，The two occupy the second and third rankings respectively in global shipments，This is inseparable from the support of my country’s small and medium-sized 188bet and rural markets。

According to data released by market analysis agency Canalys，The average selling price of OPPO mobile phones is US0，Its main target audience is young people in small towns in low-tier 188bet；And vivo mobile phones have also occupied almost all third- and fourth-tier 188bet in the country。The online entertainment and consumption behavior of these low-level people provides hardware protection。Considering the huge population base，There is still a lot of room for growth in the number of Internet users in low-tier areas，This also indicates the huge potential of the sinking market in the future。

Fourth, having ample 188bet for leisure and entertainment is an innate advantage.

Compared to residents in first- and second-tier 188bet，Long tail people have relatively more leisure time。According to the "Research Report on Balance Index of Chinese Workplace Personnel" launched by Peking University Social Survey Research Center and Zhaopin Recruitment，31~40 hours is the length of time that residents in third-tier and lower-tier 188bet account for the highest proportion of working hours in a week (accounting for 35%)，Lower than first-tier 188bet (56%) and second-tier 188bet (47%)；In the interval where working hours are greater than 41 hours，188bet below third tier are also lower than first and second tier 188bet；Opposite，The proportion of residents in third-tier 188bet and below who work between 21 and 30 hours，Higher than first and second tier 188bet。

Also，According to the "2018Q3 China's Major 188bet Traffic Analysis Report" released by Amap，The morning peak of Baiqiang County occurs at 7 am，The evening peak occurs at 17:00 pm，About 1 hour earlier than first-tier 188bet。So，They are outside of work，Have more time to refresh your phone、Watching movies，Visiting relatives and friends，Or pursue other entertainment and pastimes。

Such a sinking market，Although 188bet looks like an iceberg，But 188bet’s like a gold mine，Contains opportunities for cheap traffic、Opportunities for new business models，And consumer product opportunities that are more suitable for the long-tail crowd。So，Whether 188bet is e-commerce、Finance or information、Game，Everyone is ready to make a move，Advertisers are struggling to find sinking channels in order to cut into them and seek monetization。This scene is very similar to 30 years ago，188bet’s strong desire for the eastern coast。

Actually，The sinking market does not appear suddenly，It was always there，Just selectively ignored by the "people within the fifth ring road"。Wait until everyone comes to their senses，But it was discovered that someone had already pried open this virgin land to be reclaimed and achieved a counterattack，It is even changing the pattern 188bet Internet industry。

6

The year that just passed in 2018，China’s Internet industry once again ushered in a development climax，iQiyi、Xiaomi、Meituan、Uxin and other companies have successively achieved the feat of going public。Among the series of names, two are particularly eye-catching，One is Pinduoduo，One is Qutoutiao。

Although they belong to different fields，But they are all from rural areas、The long-tail crowd in towns and small 188bet is the breakthrough point，By satisfying their material and spiritual consumption，Rise rapidly in a very short period of time。Relying on this "bottom-up" development concept and unconventional play style，When the BATs are at a loss as to how to crack this hard nut，Pinduoduo and Qutoutiao have taken the lead in seizing the last wave of traffic dividends in the eyes of the “people within the Fifth Ring Road”，And stand out from the Internet industry filled with giants，Grown into a new force that cannot be underestimated in the field of e-commerce and information。

It’s worth noting，The deeper reasons behind the rise 188bet two，It lies in the deep understanding 188bet characteristics and attributes 188bet sinking market:

First, it captures the acquaintance social attributes 188bet long-tail crowd.

The term "acquaintance society"，is a term used by Mr. Fei Xiaotong to describe rural social order in "Rural China"。In layman’s terms，This is a complex and huge network of relationships based on relatives, friends and neighbors，People are familiar with it，So we can help each other。In fact，The social attributes of acquaintances in sinking markets are much more obvious than those in first- and second-tier 188bet，Everywhere you can see relatives coming and going，The neighbors are enjoying themselves；And big 188bet such as Beijing, Shanghai, Guangzhou and Shenzhen，Many people may not even know who lives across the door。

This is why Pinduoduo and Qutoutiao can achieve rapid and large-scale customer acquisition，Because the acquaintance promotion model can be called an inherent traffic magnet，Especially under the guidance of various preferential activities，Use social media to achieve fission communication，Thus acquiring a large number of users at a very low cost。At the same time，Based on trust and sharing between acquaintances，User stickiness can also be improved，The inertia of high frequency use，It can also raise the competitive barriers 188bet platform，Thus consolidating the market position。

Second, it captures the price-sensitive attributes 188bet long-tail crowd.

Although income is increasing，But what must be admitted is，The vast majority of long-tail people still tend to buy cost-effective products。Listing an official data can support this point: 2017，80% 188bet country’s population has a monthly disposable income of less than 3,000 yuan。Coupled with the relative lag in infrastructure construction，Long tail people have relatively few consumption choices，So they are generally extremely sensitive to price changes of commodities，Even small price fluctuations of goods，It is possible to change their consumption decisions。

So，We have seen that the low-priced and popular products on the Pinduoduo platform are very popular，188bet is because the long-tail crowd just needs high cost performance，Low-priced products fully cater to your purchasing power，And those high-quality products and shocking and novel experiences，On the contrary, they will not pay attention。

Qutoutiao is also a beneficiary。Sensitive to price，Let the long-tail crowd pay special attention to a little bit of income，Under the influence of invite friend mode，There are always 188bet who want to get more benefits，And urge friends to read，This further enhances user stickiness。At the same time，For all kinds of advertising slogans with the words "preferential benefits" from the outside，The long-tailed crowd is also defenseless，Completely unlike those "188bet within the five rings" who have already developed indestructible bodies，While this improves the monetization efficiency，It also provides advertisers with more suitable distribution channels。

Third, capture the leisure and entertainment attributes 188bet long-tail crowd.

As mentioned above，Long tail crowd after work，Having plenty of time for entertainment。So，They are willing to mobilize friends and family to buy in groups for a little discount，And you won’t feel like it’s a waste of time at all。Also，Subject to limited entertainment infrastructure in the sinking market，188bet naturally go online to find content related to light entertainment information，From entertainment news、Mother-in-law and daughter-in-law are related to health care and even square dancing，It’s all their pastime。This is another factor that enabled the sudden rise of Pinduoduo and Qutoutiao。

Right now，The era of “consumer sovereignty” has arrived，Consumers have become the starting point of all commercial value。At this time，Good management person，Far more meaningful than operating good products。What Pinduoduo and Qutoutiao firmly grasp，On the surface it is a sinking market，This is a group of 188bet that BAT cannot reach，In fact, it is the vast majority of ordinary 188bet and the most authentic land of China。

7

Look at history，We will find out，Pinduoduo and Qutoutiao are by no means pioneers 188bet sinking market。

End 188bet last century，Shi Yuzhu, a second-time entrepreneur, is well aware 188bet unlimited business opportunities hidden in the sinking market。He once said: "The real biggest market is down there，Not above；China’s market is pyramid-shaped，The bigger it goes down。”And Shi Yuzhu himself，It was from Jiangyin in southern Jiangsu that he made his fortune，And gradually expand the business territory to the whole country。

In 1992 before Shi Yuzhu，At the time when the wave of real estate entrepreneurship is sweeping，Feng Lun、Pan Shiyi and others went to the sea one after another。But they probably didn’t expect it，The leader of China’s real estate market in 25 years，To be taken away by a farmer from Shunde, Guangdong。Remove all business model trappings，The reason why farmers can sit in the top spot，Relies on the soft spot for third- and fourth-tier 188bet。

If you zoom in further，Liu Bang、Zhu Yuanzhang、Li Zicheng、Hong Xiuquan...behind these famous names，188bet seems that similar traces can be found。

To this，As early as 1927, more than 90 years ago，The great leader has already made a profound summary: This is a development path of "rural areas surrounding 188bet"。The significance of this assertion is，It has insight into the amazing power contained in the vast majority of Chinese people，Confirmed that only the broadest classes and groups are the fundamentals that determine the fate of a great country。“Side on the side of the majority of the working people”，There is nothing wrong at any time。

Liu Bang’s diaosi counterattack，Chongba’s gorgeous turn，The emergence of Pinduoduo，A different approach to Qutoutiao...Throughout the ages，The plot with the same core continues to unfold like reincarnation；The boundless "outside the Fifth Ring Road"，Insignificant "within the fifth ring road"，The rapidly rising but still cheap 1 billion long tail，The 400 million elites who continue to lead but gradually feel that they are unable to do what they want，188bet is a real and complete China。

*Source of 188bet article: Snowball，Author: Fu Yifu，Original title: "The real China behind the sinking 188bet: momentum conversion、Long Tail Awakening and Platform Counterattack》.