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Moreover, e-businesses still have to perfect their post-sale services, mainly in terms of shipping and maintenance so that villagers will receive their appliances soon enough after purchasing them and have places to return them to (should they suffer flaws or damage).

"Appliances going to the countryside" [Photo / Xinhua]

Traditional stores still claim the larger share in the rural areas, mainly because rural people just buy whatever comes in handy at a particular moment.

"Marketing in the countryside still relies on social connections and word of mouth," said Wang Huanjiang, chairman of Tofind, a home appliance retail chain oriented towards China's rural market. He expressed confidence that there is still room for traditional appliance retailers' growth there.

Following Tofind's franchise business mode, the scattered small and family-owned retailers in China's vast countryside will unite under Tofind's flag. A unified brand will help gain people's confidence before achieving any profits of scale.

Tofind's Huang said its headquarters leaves each store's business operation to the shop owners themselves, but at the same time remains responsible for post-sale services.

Huang also said he has never sought any competition with Suning, Gome or Taobao, but has always tried to co-exist with them. "Suning and Gome mostly eye the first and second-tier cities; we do the third and fourth tiers. We are also contacting Taobao's T-mall to see if our Tofind stores could also work as online shops' exhibition centers," he said. "That way, everyone will be happy."

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