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Why Does The Brand Of Sports Shoes Wear A Second Tier City?
< p > in the first half of 2013, the sports brands such as a href= "http://www.91se91.com/news/index_c.asp" > Lining < /a > did almost crazy sale on the Internet. Some of the second tier city stores also had a big sale. Clearing up has become a top priority for these once brilliant brands, including Anta, PEAK, PEAK and other sports brands. Of course, not just sports brands, many household appliances, smart phones, home textiles, clothing and other products have joined the clearance sale. Faced with such a big promotional activity, consumers in the second tier cities have been indifferent. Ren pointed out why people would rather sell in a second tier market than go to the three or four line market to tap the potential. < /p >
"P" I have spent nearly a month of weekend time to investigate this. It is found that the patronage of the Beijing leisure brand store is not only local consumers, but those from the three or four line market and even the rural market are more willing to visit the store in Beijing to ask the reasons, one is that the local market is not convenient to buy, the exclusive stores are relatively small; the two is the local product variety is not complete; three is the local price is not standard. A gift from a tourist who came to Beijing to buy home is actually a familiar commodity. The revelation is that China's market consumption space is quite huge. < /p >
< p > brand planning expert Ren Lijun believes that there are three reasons for this: first, the operation of Chinese famous brands is basically a second tier city, and the research on consumers also stays in the study of consumers in the second tier cities; two, the channel structure of famous brands is unreasonable, especially in sports and leisure, home textiles, < a href= "http://www.91se91.com/news/index_c.asp" > clothing, /a, appliances, smart phones and other industries, and the ability of deep distribution is very weak. Three, it is assumed that the consumption ability of the three or four line and the rural market is weak. < /p >
< p > in fact, such a view is wrong or incorrect. In terms of consumption ability, the consumption capacity of some three or four lines and the rural market is not weak, and the consumption power of some markets even exceeds that of the second tier market. Why do the brands of these second tier brands not enter the three or four line? The main reason is that they lack attention. It is not that these brands have not entered, because some brands have failed to enter, and why they have not been successful. What they need is a product similar to that of a second-line market, but how can you bring those backward products to the three or four line and the rural market? How can they be successful? < /p >
< p > three or four line and the rural market are following the second tier market. Many people have the ability to buy apple and Samsung mobile phones. Many people have the ability to buy mercury home textiles. Many people have the ability to purchase Nike, Lining, Anta sneakers and so on. But they have to go back to the bottom because of asymmetric information, poor purchase convenience and poor service. When we investigated the mobile phone users in the rural market, we found that many young people use smart phones. Either Apple or apple, Samsung or Samsung, or some of the cottage smartphones, are priced between 1000 and 2000 yuan. Imagine that if Lenovo, millet and cool market sink the market and make the market well done, how can there be counterfeit and copycat markets? < /p >
< p > when Lining sold 50 yuan and a pair of sneakers on fan, we found that many three or four line and rural markets sold a lot of counterfeit a href= "http://www.91se91.com/news/index_c.asp" > Nike < /a > Adidas, Lining, Anta and other famous sneakers ranging from 50 to 100 yuan. We always think that the consumption capacity of the three or four line and the rural market is weak. When we investigate, we find that the income level of the second tier cities and the three or four line cities is not at a level, but when we deduct their basic life cost from the income, the difference is almost the same. Many of the migrant population who live in a second tier city are not as good as the farmers who live in three or four line cities and rural areas. The former is easy to become a moonlight clan, and the latter has savings every month. < /p >
< p > so much, in fact, marketers must not neglect the three or four line and the rural market. This is a big gold mine, but the businesses assume that they are not worth developing, so that they can afford to bury their consumption power here. But it is still gaining momentum, and it will erupt one day. Ren Lijun, a brand planning expert, believes that the Chinese government has been studying the process of urbanization in China. An important factor in this process is to detonate consumption in the rural market. With the development of consumption and urbanization, the government should provide farmers with the same safeguard measures as urban residents. < /p >
"P" I have spent nearly a month of weekend time to investigate this. It is found that the patronage of the Beijing leisure brand store is not only local consumers, but those from the three or four line market and even the rural market are more willing to visit the store in Beijing to ask the reasons, one is that the local market is not convenient to buy, the exclusive stores are relatively small; the two is the local product variety is not complete; three is the local price is not standard. A gift from a tourist who came to Beijing to buy home is actually a familiar commodity. The revelation is that China's market consumption space is quite huge. < /p >
< p > brand planning expert Ren Lijun believes that there are three reasons for this: first, the operation of Chinese famous brands is basically a second tier city, and the research on consumers also stays in the study of consumers in the second tier cities; two, the channel structure of famous brands is unreasonable, especially in sports and leisure, home textiles, < a href= "http://www.91se91.com/news/index_c.asp" > clothing, /a, appliances, smart phones and other industries, and the ability of deep distribution is very weak. Three, it is assumed that the consumption ability of the three or four line and the rural market is weak. < /p >
< p > in fact, such a view is wrong or incorrect. In terms of consumption ability, the consumption capacity of some three or four lines and the rural market is not weak, and the consumption power of some markets even exceeds that of the second tier market. Why do the brands of these second tier brands not enter the three or four line? The main reason is that they lack attention. It is not that these brands have not entered, because some brands have failed to enter, and why they have not been successful. What they need is a product similar to that of a second-line market, but how can you bring those backward products to the three or four line and the rural market? How can they be successful? < /p >
< p > three or four line and the rural market are following the second tier market. Many people have the ability to buy apple and Samsung mobile phones. Many people have the ability to buy mercury home textiles. Many people have the ability to purchase Nike, Lining, Anta sneakers and so on. But they have to go back to the bottom because of asymmetric information, poor purchase convenience and poor service. When we investigated the mobile phone users in the rural market, we found that many young people use smart phones. Either Apple or apple, Samsung or Samsung, or some of the cottage smartphones, are priced between 1000 and 2000 yuan. Imagine that if Lenovo, millet and cool market sink the market and make the market well done, how can there be counterfeit and copycat markets? < /p >
< p > when Lining sold 50 yuan and a pair of sneakers on fan, we found that many three or four line and rural markets sold a lot of counterfeit a href= "http://www.91se91.com/news/index_c.asp" > Nike < /a > Adidas, Lining, Anta and other famous sneakers ranging from 50 to 100 yuan. We always think that the consumption capacity of the three or four line and the rural market is weak. When we investigate, we find that the income level of the second tier cities and the three or four line cities is not at a level, but when we deduct their basic life cost from the income, the difference is almost the same. Many of the migrant population who live in a second tier city are not as good as the farmers who live in three or four line cities and rural areas. The former is easy to become a moonlight clan, and the latter has savings every month. < /p >
< p > so much, in fact, marketers must not neglect the three or four line and the rural market. This is a big gold mine, but the businesses assume that they are not worth developing, so that they can afford to bury their consumption power here. But it is still gaining momentum, and it will erupt one day. Ren Lijun, a brand planning expert, believes that the Chinese government has been studying the process of urbanization in China. An important factor in this process is to detonate consumption in the rural market. With the development of consumption and urbanization, the government should provide farmers with the same safeguard measures as urban residents. < /p >
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