Report of 2012 middle & rural consumption and media trend
The middle class as an increasingly rapid development and expansion, and the controversial group, the Chinese city market consumption as well as the impact of brand development is more and more significant. The new generation market monitoring mechanism based on years of research on Chinese middle class found, define the class in power, wealth, prestige, also including the quality, culture and identity of the characteristics of the three areas. They are known as the four new: " rich, idle, a grade, the future ". The Group continues to shocks in the comprehensive transformation and growth. Inside the middle class gradually divided into three layers : the middle bottom, middle middle, middle level. They spend the most prominent:
First, consumer psychological complex, pay attention to quality, balance, internally and externally
A ) like to experience the high quality life style; double success for the career and family;
B ) pay attention to health, fitness, green diet is the high degree of concern; like tourist resort
C ) pay attention to personal image, with different occasions wear and brand. The fashionable, elegant style and cultural tastes, tactile acuity
Second, pay attention to the pursuit of circle circle, and his identity with degree, purity and diversified development;
Third, pay attention to the brand connotation, like a history stories of the brand; at the same time, like relatively niche, luxury brand personality chapter show
Fourth, media contact purpose, selectivity, pay attention to financial, events, fashion, car information. Belongs to the content type of media audience, is the main force of social media. The word-of-mouth communication center.
China's 674000000 farmers, the main 253000000 floating population are farmers. This group represents the Chinese market huge consumption power and the future of the wider market. In recent years, the rapid raise their living level, consumption upgrade quickly. A large population movements, to work, to stay in the rural consumers rapidly rising income. In recent years, the state has promulgated Huinong policy, enabling farmers to spend money. The comprehensive effect of internal and external factors, the rural consumer upgrade began to accelerate.
First, migrant workers from the countryside to the corner that is forgotten in the city, but they are in the countryside more than 600 million farmers' consumption, brand fashion guide. The new year, the return of migrant workers, often is the brand in good time the rural root germination.
Second, the rural consumer values are in the family as the center. The upgrading of consumption is also take the family as the spindle, gradually raise the standard of living and consumption of the whole family.
Third, the rural consumer brand awareness is still in the embryonic stage, the only difference is the brand name of the difference. The child is the family of the consumer brand communication center.
A ) of children and adolescents in rural areas of consumption and brand food, beverage and other cognitive family
B ) migrant young migrant workers affects brand awareness, consumer and product choice of the left-behind rural families.
Fourth, the rural media environment more decentralized, along with the quick increase in the number of CCTV TV station, the diminishing impact. Outdoor, network in the rising. Influence of word-of-mouth communication, in rural areas is higher than that of other media persuasion.
( article from: the new generation of data research institutions )