For foreigners, Chinese geographical classification forever like a pull not clear. In addition to the important city has been standing in the international arena, China also has 282 prefecture-level cities, 2854 county-level cities and 40906 townships. These market consumer income levels and consumption habits and first-tier cities be quite different.
But who is not willing to give up the huge consumer market. According to AC Nielsen " win in China " 2011 investigation report shows, 2011, first-tier cities residents have disposable income amounted to one trillion yuan, and the two three four line of the city residents in the total disposable income of about eight trillion yuan. At the same time, because of the latter's consumer population is seven times that of the former, so the brand in the second and three line city advertising investment reached four times as much as the first-tier cities.
But let the brand that is the single market consumption capacity is not strong enough, and cheaper local brands occupy an absolute advantage. They are more headache is, all kinds of fake constantly. This makes them into the three or four line city plans to come to a standstill.
Some foreign brands started sinking experiment. Last year, Adidas stores to county-level city, Langxi County, Pingnan County, Honghe County, where many of the city's population even below 500000. Adidas dare such input, because it believes that: the future 2/3 business growth to six in the four line of the city.
But the county, township, city scene may make them jump. In those places to walk the streets, you can see three Anta or XTEP stores. In addition to Coca Cola, individual companies, many foreign companies are not " go ". Even if it has already entered the international brand will be lost, they occupy on the shelf space is still not worth mentioning compared with domestic brand.
However, need to trust that is, the three or four line of the city's spending power will be more and more strong. In those regions, the population flow phenomenon has appeared. Because of policy reasons, more and more around the young chose to return to their home away from home. There, lower cost of living, contacts and more widely. And there was a new generation of more " generous" consumption practices, usually disposable funds ranging from 2000-5000 yuan, and thus more likely to pursue relatively high-end brand products.
I really want to know the consumer heart, and win them, enterprises must go to market himself who, with their own eyes to understand them and find out opportunity.
Brand choice way
" See you believe "
Three or four line city consumers to understand the degree of brand is relatively shallow, so they think " everywhere can see the sign " is a good sign. And this " everywhere can see " refers to choose the most -- around the town of outdoor advertising and circle of friends.
Brand knowledge shallow
They do not care for the international major suit advocate the brand history and the brand story, but friends and family circle has paid more attention to the opinion.
There is a demand for big brands, big city will go to buy clothes
And a second city rich consumers are willing to throw money in foreign consumption, three or four line city consumers came to a second-tier city will also do not love money. They think, because there are more promotion, brand in the big city prices cheaper.
The price is still very sensitive
The small city residents want most is " affordable ", they hope to have some sense of design for the brand, can at least guarantee is beautiful to wear on the body, but not the price is too high. "
They like the brand
The chart notes: and the three line of the consumer goods are still functional digital products strong. Life is a blank character products.
Entertainment business
The three or four line of the city's cultural forms of entertainment is single, enterprises and brands can use this point to expand the propaganda effect when doing marketing activities. " The brand marketing activities of the form according to the culture and entertainment, can not simply try to drink and so on the way to achieve the best results, with performance form will work better. For example, clean game, caravan street Kushido, Errenzhuan form will lead to the local consumer interest. " Ogilvy & Mather IMC Group Greater China Senior consumer insight director Ling Yunjian said.
In addition, in the three or four line of the city although the restaurant is very much also, the price is low, but the form is not rich enough. The three or four line of the city young people still choose the Kendl Ki Macdonald party. And some can provide a gathering place for refreshments, rich in the form of the environmental good will has great potential.
Their leisure activities
How to get consumers
Must go to the local, to find suitable for local advertising form
Concept of the three or four line of the city outdoor advertising and first-tier cities, brand new in order to be different. In the three or four line of the city, the tricycle is local residents often use tools, brand can invest in this has become the best mobile advertising tricycle.
While cleaning products can use local garbage box. In addition, the three or four line of the city's residents love square, night, the square in the center of each city will gather many people dancing, chatting. Therefore, to take full advantage of the square LED screen is very important.
And so on the effective forms of advertising, do not personally go to city to examine the local information that was not available.
Can use the human sea tactics
The three or four line of the city pay more attention to influence circle of friends. The brand can hire local opinion leader as a spokesperson, and found these people really need time and manpower. But once such a central figure found in reality, their circle of friends and network communication in accurate arrival rate is immeasurable.
Can set up a low-cost subsidiary brands as the three or four line of the city
Procter & Gamble once in order to win the three or four line of the city market and launched a series of products of low-cost Pampers and rejoice, achieved good market effect. " Clothing company also introduced a similar policy. Launched low-cost product line as the three or four line of the city, and sold only in three or four line city area. " Ling Yunjian said.
Need to thoroughly understand the habits of the natives
Compared to the rapid domestic first-tier cities, three or four line city residents more love slow life. Can develop to be able to add to the fun of living household products.
In addition, and a second city have obvious different is, the three or four line of the city's Internet business continues to thrive, young people are willing to go to Internet cafes, where speed is faster, and is more atmosphere. In the city, there are some chain of Internet brand, they themselves became a very good advertising media. The Internet bar computer in the home page set will be is a good place for brand advertising.
A single city consumption ability is low, can regional (Cluster ) to divide the market route map
A single three or four line city consumption ability is limited, but the company and brand with "cluster " to enter the strategy definition. " A concept Clutster " Boston Consulting Company had proposed, meaning " approaches have similar characteristics of regional ". In China, the Pearl River Delta region by for example, region or Jiaozhou peninsula that Yangtze River Delta area, limited to consumer research, research results can be obtained relatively similar, but also conducive to the company to develop into a region of three or four line market policy.
The wall is the best advertising
The country is changing, more and more factories opened in the township, firecracker processing, papermaking and some electronic processing. Many farmers have begun to no longer went to Guangzhou to work, they can choose the local employment in some factories, also can take care of things at home.
Modern supermarkets to town, compared with the original store, the supermarket business better, while the peak, XTEP stores also sink to the town. Jinjiang is the leisure clothing is the most popular clothing have the Spring Festival, years ago, many people will buy shoes and clothes here as new clothes.
Rural road wall, still is the best advertising. Paint the wall advertising, feed, fertilizer, former Motorcycle Ad, and now is more, operators, automotive and appliance advertising -- intelligent mobile phone, refrigerators and cars to drive the new consumption boom.
Intelligent mobile phone in the country, is to work out the standard, or very few people have failed to popularize the computer, broadband, intelligent mobile phone to become migrant workers must. Of course, they are more domestic brands Android mobile phone, QQ and QQ game mobile phone application is essential, and other applications are installed in the mobile phone what is the application will use what.
As for the automobile, Geely, BYD and the Great Wall is the most preferred to buy a car the car brand, but people are more inclined to choose the van and pickup, these people to buy a car, for them, in addition to travel to solve problems, require more cargo capacity. Have the Spring Festival time, a large family drive to pay New Year's call, need a seat, also need to install special purchases for the Spring Festival space.
In rural areas, rely on farming to live with fewer and fewer people, some remote land gradually in the deserted mountains, of course, but more and more thick. The village and tobacco companies tobacco cooperation, the first half of the year for tobacco, while the second half of the year is a kind of rice, half of the rice is enough grain ration problem of one family. However, farming in the reduction, but the sideline increased, such as the planting of economic crops, and such as chicken, goose field more and more.
Water problems in many villages have been solved, more and more families begin to buy washing machine and refrigerator. In recent years, many villages are starting to build family, after the village cement road home, also began to build ancestral hall and auditorium.
The incidence of cancer is more and more high, this also let the people in the village are increasingly aware of the importance of environment, the past few years -- Modern garbage is mainly plastic, almost surrounded the village, also choked river, stream, now conscious management of clean to the village, every household garbage can not fall abandon, unified recovery, incineration.
The education problem is becoming more and more serious, a few years ago because of the students is limited, many small village forced consolidation closed, and now with the new baby boomers, hardware and software of education is becoming a problem. Lunch has been implemented, education conditions have greatly improved, but still no occupation -- rural education, college students or rarely, people still junior high school after they choose to go to work.
" Gift " is reliable
Groundwater pollution in Shandong Weifang in the spring after the burst caused the wide attention of media, in fact not only Weifang, but also is not only the industry wastewater by high pressure water pressure to hundreds of meters or even less water, many rural areas in China, because of the extensive use of pesticides and fertilizers, and is not easy to decompose, once sweet as pure the country has not the same as the former leaders of the stream up to drink.
Increasingly serious pollution of groundwater has caused many Chinese " cancer village ". People often died of cancer, has let the people alive began to tremble with fear in one's boots, and began to take some precautions and countermeasures. Water purifying machine, this equipment is gradually popular in rural areas, many families have installed this equipment. They are also amazed at his childhood hometown used to drink the water, why now by this machine after filtration, the original has a turbid impurities so much. But for one important reason of drinking water is whether the cancer frequently, they are not so sure, but that it can be more at ease some.
If not have the Spring Festival the Spring Festival, now go to any one of China 's rural areas, are likely to be found staying in the village is the older elderly people, more and more young people choose to go to school and work. Even those who did not go to university after graduating from high school in the work of young people, married many also choose to continue in the city to fight, not like their parents in rural farming.
In the rural the "empty nest ", " aging" phenomenon, many business transformation strategy also corresponding. Due to fuel these necessities purchase mostly middle-aged aunt, they do not care about the brand, but the price is cheap and even some petty. So, when to sell gifts such as a bag of salt, a packet of washing clothes, clothes and other items, often can capture their heart.
Article source: Global Entrepreneur
But who is not willing to give up the huge consumer market. According to AC Nielsen " win in China " 2011 investigation report shows, 2011, first-tier cities residents have disposable income amounted to one trillion yuan, and the two three four line of the city residents in the total disposable income of about eight trillion yuan. At the same time, because of the latter's consumer population is seven times that of the former, so the brand in the second and three line city advertising investment reached four times as much as the first-tier cities.
But let the brand that is the single market consumption capacity is not strong enough, and cheaper local brands occupy an absolute advantage. They are more headache is, all kinds of fake constantly. This makes them into the three or four line city plans to come to a standstill.
Some foreign brands started sinking experiment. Last year, Adidas stores to county-level city, Langxi County, Pingnan County, Honghe County, where many of the city's population even below 500000. Adidas dare such input, because it believes that: the future 2/3 business growth to six in the four line of the city.
But the county, township, city scene may make them jump. In those places to walk the streets, you can see three Anta or XTEP stores. In addition to Coca Cola, individual companies, many foreign companies are not " go ". Even if it has already entered the international brand will be lost, they occupy on the shelf space is still not worth mentioning compared with domestic brand.
However, need to trust that is, the three or four line of the city's spending power will be more and more strong. In those regions, the population flow phenomenon has appeared. Because of policy reasons, more and more around the young chose to return to their home away from home. There, lower cost of living, contacts and more widely. And there was a new generation of more " generous" consumption practices, usually disposable funds ranging from 2000-5000 yuan, and thus more likely to pursue relatively high-end brand products.
I really want to know the consumer heart, and win them, enterprises must go to market himself who, with their own eyes to understand them and find out opportunity.
Brand choice way
" See you believe "
Three or four line city consumers to understand the degree of brand is relatively shallow, so they think " everywhere can see the sign " is a good sign. And this " everywhere can see " refers to choose the most -- around the town of outdoor advertising and circle of friends.
Brand knowledge shallow
They do not care for the international major suit advocate the brand history and the brand story, but friends and family circle has paid more attention to the opinion.
There is a demand for big brands, big city will go to buy clothes
And a second city rich consumers are willing to throw money in foreign consumption, three or four line city consumers came to a second-tier city will also do not love money. They think, because there are more promotion, brand in the big city prices cheaper.
The price is still very sensitive
The small city residents want most is " affordable ", they hope to have some sense of design for the brand, can at least guarantee is beautiful to wear on the body, but not the price is too high. "
They like the brand
The chart notes: and the three line of the consumer goods are still functional digital products strong. Life is a blank character products.
Entertainment business
The three or four line of the city's cultural forms of entertainment is single, enterprises and brands can use this point to expand the propaganda effect when doing marketing activities. " The brand marketing activities of the form according to the culture and entertainment, can not simply try to drink and so on the way to achieve the best results, with performance form will work better. For example, clean game, caravan street Kushido, Errenzhuan form will lead to the local consumer interest. " Ogilvy & Mather IMC Group Greater China Senior consumer insight director Ling Yunjian said.
In addition, in the three or four line of the city although the restaurant is very much also, the price is low, but the form is not rich enough. The three or four line of the city young people still choose the Kendl Ki Macdonald party. And some can provide a gathering place for refreshments, rich in the form of the environmental good will has great potential.
Their leisure activities
How to get consumers
Must go to the local, to find suitable for local advertising form
Concept of the three or four line of the city outdoor advertising and first-tier cities, brand new in order to be different. In the three or four line of the city, the tricycle is local residents often use tools, brand can invest in this has become the best mobile advertising tricycle.
While cleaning products can use local garbage box. In addition, the three or four line of the city's residents love square, night, the square in the center of each city will gather many people dancing, chatting. Therefore, to take full advantage of the square LED screen is very important.
And so on the effective forms of advertising, do not personally go to city to examine the local information that was not available.
Can use the human sea tactics
The three or four line of the city pay more attention to influence circle of friends. The brand can hire local opinion leader as a spokesperson, and found these people really need time and manpower. But once such a central figure found in reality, their circle of friends and network communication in accurate arrival rate is immeasurable.
Can set up a low-cost subsidiary brands as the three or four line of the city
Procter & Gamble once in order to win the three or four line of the city market and launched a series of products of low-cost Pampers and rejoice, achieved good market effect. " Clothing company also introduced a similar policy. Launched low-cost product line as the three or four line of the city, and sold only in three or four line city area. " Ling Yunjian said.
Need to thoroughly understand the habits of the natives
Compared to the rapid domestic first-tier cities, three or four line city residents more love slow life. Can develop to be able to add to the fun of living household products.
In addition, and a second city have obvious different is, the three or four line of the city's Internet business continues to thrive, young people are willing to go to Internet cafes, where speed is faster, and is more atmosphere. In the city, there are some chain of Internet brand, they themselves became a very good advertising media. The Internet bar computer in the home page set will be is a good place for brand advertising.
A single city consumption ability is low, can regional (Cluster ) to divide the market route map
A single three or four line city consumption ability is limited, but the company and brand with "cluster " to enter the strategy definition. " A concept Clutster " Boston Consulting Company had proposed, meaning " approaches have similar characteristics of regional ". In China, the Pearl River Delta region by for example, region or Jiaozhou peninsula that Yangtze River Delta area, limited to consumer research, research results can be obtained relatively similar, but also conducive to the company to develop into a region of three or four line market policy.
The wall is the best advertising
The country is changing, more and more factories opened in the township, firecracker processing, papermaking and some electronic processing. Many farmers have begun to no longer went to Guangzhou to work, they can choose the local employment in some factories, also can take care of things at home.
Modern supermarkets to town, compared with the original store, the supermarket business better, while the peak, XTEP stores also sink to the town. Jinjiang is the leisure clothing is the most popular clothing have the Spring Festival, years ago, many people will buy shoes and clothes here as new clothes.
Rural road wall, still is the best advertising. Paint the wall advertising, feed, fertilizer, former Motorcycle Ad, and now is more, operators, automotive and appliance advertising -- intelligent mobile phone, refrigerators and cars to drive the new consumption boom.
Intelligent mobile phone in the country, is to work out the standard, or very few people have failed to popularize the computer, broadband, intelligent mobile phone to become migrant workers must. Of course, they are more domestic brands Android mobile phone, QQ and QQ game mobile phone application is essential, and other applications are installed in the mobile phone what is the application will use what.
As for the automobile, Geely, BYD and the Great Wall is the most preferred to buy a car the car brand, but people are more inclined to choose the van and pickup, these people to buy a car, for them, in addition to travel to solve problems, require more cargo capacity. Have the Spring Festival time, a large family drive to pay New Year's call, need a seat, also need to install special purchases for the Spring Festival space.
In rural areas, rely on farming to live with fewer and fewer people, some remote land gradually in the deserted mountains, of course, but more and more thick. The village and tobacco companies tobacco cooperation, the first half of the year for tobacco, while the second half of the year is a kind of rice, half of the rice is enough grain ration problem of one family. However, farming in the reduction, but the sideline increased, such as the planting of economic crops, and such as chicken, goose field more and more.
Water problems in many villages have been solved, more and more families begin to buy washing machine and refrigerator. In recent years, many villages are starting to build family, after the village cement road home, also began to build ancestral hall and auditorium.
The incidence of cancer is more and more high, this also let the people in the village are increasingly aware of the importance of environment, the past few years -- Modern garbage is mainly plastic, almost surrounded the village, also choked river, stream, now conscious management of clean to the village, every household garbage can not fall abandon, unified recovery, incineration.
The education problem is becoming more and more serious, a few years ago because of the students is limited, many small village forced consolidation closed, and now with the new baby boomers, hardware and software of education is becoming a problem. Lunch has been implemented, education conditions have greatly improved, but still no occupation -- rural education, college students or rarely, people still junior high school after they choose to go to work.
" Gift " is reliable
Groundwater pollution in Shandong Weifang in the spring after the burst caused the wide attention of media, in fact not only Weifang, but also is not only the industry wastewater by high pressure water pressure to hundreds of meters or even less water, many rural areas in China, because of the extensive use of pesticides and fertilizers, and is not easy to decompose, once sweet as pure the country has not the same as the former leaders of the stream up to drink.
Increasingly serious pollution of groundwater has caused many Chinese " cancer village ". People often died of cancer, has let the people alive began to tremble with fear in one's boots, and began to take some precautions and countermeasures. Water purifying machine, this equipment is gradually popular in rural areas, many families have installed this equipment. They are also amazed at his childhood hometown used to drink the water, why now by this machine after filtration, the original has a turbid impurities so much. But for one important reason of drinking water is whether the cancer frequently, they are not so sure, but that it can be more at ease some.
If not have the Spring Festival the Spring Festival, now go to any one of China 's rural areas, are likely to be found staying in the village is the older elderly people, more and more young people choose to go to school and work. Even those who did not go to university after graduating from high school in the work of young people, married many also choose to continue in the city to fight, not like their parents in rural farming.
In the rural the "empty nest ", " aging" phenomenon, many business transformation strategy also corresponding. Due to fuel these necessities purchase mostly middle-aged aunt, they do not care about the brand, but the price is cheap and even some petty. So, when to sell gifts such as a bag of salt, a packet of washing clothes, clothes and other items, often can capture their heart.
Article source: Global Entrepreneur