Two Or Three Tier Cities Consume Strong &Nbsp, And Brands March Quietly.

The first troops quietly entered the city.

You know what?

Do you know the cosmetics brand of cosmetics group L'OREAL?

Do you know? As the largest jewelry chain in China, Zhou Dafu decided to meet the needs of consumers in the two or three line market, decided to invest 4 billion yuan in 5 years and increase 400 branches in the mainland of China.

Its policy is to "consolidate and develop the first tier cities, increase market share in second tier cities, and focus on three line cities", and comprehensively layout the mainland market.

The most recent opening show was held in August - China's first line brand white-collar workers, Beijing's brand Notting Hill, settled in Anhui Hefei, opening two stores.

Consumption upgrading embraces demand

The pfer of market to the two or three line is an inevitable trend. This trend is not only due to the promotion of domestic demand policy, but also because of the promotion of the national 4 trillion yuan infrastructure and other inputs. The deeper reason lies in the higher demand and desire of consumers in the two or three line market.

For example, in the research of the new generation market monitoring organization, a Sichuan double stream consumer was not satisfied with the double flow commercial facilities, and the whole family drove to Chengdu to spend the weekend. A 22 year old Shandong Jiaozhou youth hoped to win another pizza hut, because there was only one KFC and one McDonald's in Jiaozhou.

Take luxury as an example.

The 2010 China luxury goods report released recently by Rhodes public relations shows that 24% of the second tier cities will spend more money on the first-line brand clothing and have higher willingness to consume than other regions.

Such consumption upgrading has formed a new market with a very solid demand. If enterprises can embrace the needs of consumers in the two or three line market in a timely manner, they will probably get a new round of success in the new market space.

Strong consumption in two or three tier cities

Then, is there a corresponding consumption power to support the upgrading of consumption desire? This is something that companies who are interested in the two or three line market can not ignore.

In fact, compared to the first tier cities, the advantages of the two or three tier cities are also obvious.

First, the two or three line cities have slower pace of life, smaller living circles, people have more leisure time (consumption time); second, the local media environment is relatively simple and tranquil, and there is no complex city line, so enterprises can affect more consumers through simpler media combination and less dissemination precomputation. Third, consumers in the two or three line cities are "streaming", and they yearn for the life of the first tier cities. The popularity and popularity of many cities in the first tier cities can easily be accepted by two or three cities through television, advertising and Internet.

From the economic level of the two or three line urban families, the average income gap between families in the first tier cities is not small, but they do not have to face the pressure of high housing prices and high cost of living, unlike the consumers in the first tier cities.

Therefore, compared with the limited consumption freedom of consumers in the first tier cities, consumers in the two or three tier cities have larger spending space.