Three or four markets into the window business focus
2018-05-24 22:46:03
In this situation, we must first understand the characteristics of the three or four markets in order to be able to do a good job in the 34 markets. Otherwise, all actions are blind and the result of sloppy actions.
To understand the characteristics of the tertiary market, we must start with market research. The world-famous McKinsey & Co. Consulting found that in many small cities and towns that are not noticeable, they have hundreds of millions of consumers with certain spending power. They are important opportunities for development in the next decade, but multinational companies and large companies Some domestic companies that produce durable consumer goods also ignore this market.
In fact, the total household income of these small towns is already about 50% higher than that of the first and second-tier cities. In the next 20 years, the annual income of small towns with annual income of more than 35,000 will increase by 7.6 million households per year, which is higher than the urban growth rate. Faster.
Door and window companies are rushing to enter the middle market. In addition, the door and window companies have also overlooked a major opportunity, namely the potential wealthy families in small towns. The so-called potential means that the market has not yet been developed. Enterprises often do not pay attention to these small towns and think that these places are too poor. In fact, although the income of 20 million households in these places is relatively low, the survey found that these places have an average monthly income of 1400 yuan and reach 43 million households. They are the mainstream consumer of the market. group. Another potential affluent group, with an average monthly income of 3,800 yuan, has 35 million households. In China, households of this income level not only have the ability to purchase necessities, but also have the ability to purchase some luxury goods, and the income of this potentially wealthy group. It is close to the Chinese first-tier city's monthly income of 4,300 yuan, so this group is the company's primary target customers, and the mainstream groups in China's small towns also constitute an attractive market.
What is the difference between consumer psychology and consumer behavior and big cities in China's small towns? Because the former is a relatively unfamiliar market for companies, understanding their psychological and behavioral skills is crucial to formulating corporate brand development strategies and marketing strategies.
Among the potential affluent groups in small cities and towns, the proportion of young people is higher than that of big cities. The proportion of 18 to 34 years old accounts for 55%, of which 1/3 has at least received college education. Therefore, the affluent groups in small towns have unique consumer needs and characteristics. They are more rational in their consumption and will not be as exciting as the city's affluent groups. For example, the affluent groups in small towns will not be able to listen to a concert or go to a nightclub for a few hundred dollars or more, just like people in the city. The wealthy groups of small cities and towns pay more attention to the stability of their lives. With money, they first think of building a comfortable home instead of high consumption, which brings great opportunities to the home industry.
In addition, the brand awareness of potential affluent groups in small cities and towns in China is even stronger than that of first-tier consumer cities. 59% of respondents are very concerned about catching up with fashion trends, compared with 50% for first-tier cities. There are two reasons for this: First, the residents of small towns. There are few sources of information. They do not know how to choose products. Only when they believe in brand names are more reliable. Secondly, small town residents are surrounded by relatives and friends, and they are afraid that they are underestimated. Therefore, they value face more. These consumer psychology precisely coincides with traditional thinking. Many companies think that these remote and backward regions do not require high brand names, and they may even become a place for selling backlogs and processing products. If they think so, it is a big mistake. This is precisely what some companies have developed. The reason for the poor market performance.
To understand the characteristics of the tertiary market, we must start with market research. The world-famous McKinsey & Co. Consulting found that in many small cities and towns that are not noticeable, they have hundreds of millions of consumers with certain spending power. They are important opportunities for development in the next decade, but multinational companies and large companies Some domestic companies that produce durable consumer goods also ignore this market.
In fact, the total household income of these small towns is already about 50% higher than that of the first and second-tier cities. In the next 20 years, the annual income of small towns with annual income of more than 35,000 will increase by 7.6 million households per year, which is higher than the urban growth rate. Faster.
Door and window companies are rushing to enter the middle market. In addition, the door and window companies have also overlooked a major opportunity, namely the potential wealthy families in small towns. The so-called potential means that the market has not yet been developed. Enterprises often do not pay attention to these small towns and think that these places are too poor. In fact, although the income of 20 million households in these places is relatively low, the survey found that these places have an average monthly income of 1400 yuan and reach 43 million households. They are the mainstream consumer of the market. group. Another potential affluent group, with an average monthly income of 3,800 yuan, has 35 million households. In China, households of this income level not only have the ability to purchase necessities, but also have the ability to purchase some luxury goods, and the income of this potentially wealthy group. It is close to the Chinese first-tier city's monthly income of 4,300 yuan, so this group is the company's primary target customers, and the mainstream groups in China's small towns also constitute an attractive market.
What is the difference between consumer psychology and consumer behavior and big cities in China's small towns? Because the former is a relatively unfamiliar market for companies, understanding their psychological and behavioral skills is crucial to formulating corporate brand development strategies and marketing strategies.
Among the potential affluent groups in small cities and towns, the proportion of young people is higher than that of big cities. The proportion of 18 to 34 years old accounts for 55%, of which 1/3 has at least received college education. Therefore, the affluent groups in small towns have unique consumer needs and characteristics. They are more rational in their consumption and will not be as exciting as the city's affluent groups. For example, the affluent groups in small towns will not be able to listen to a concert or go to a nightclub for a few hundred dollars or more, just like people in the city. The wealthy groups of small cities and towns pay more attention to the stability of their lives. With money, they first think of building a comfortable home instead of high consumption, which brings great opportunities to the home industry.
In addition, the brand awareness of potential affluent groups in small cities and towns in China is even stronger than that of first-tier consumer cities. 59% of respondents are very concerned about catching up with fashion trends, compared with 50% for first-tier cities. There are two reasons for this: First, the residents of small towns. There are few sources of information. They do not know how to choose products. Only when they believe in brand names are more reliable. Secondly, small town residents are surrounded by relatives and friends, and they are afraid that they are underestimated. Therefore, they value face more. These consumer psychology precisely coincides with traditional thinking. Many companies think that these remote and backward regions do not require high brand names, and they may even become a place for selling backlogs and processing products. If they think so, it is a big mistake. This is precisely what some companies have developed. The reason for the poor market performance.