China's first-line sanitary ware market has reached saturation, the sublimation and breakthrough of sanitary ware products, the continuous development of sanitary ware enterprises, and the development of the market is very necessary. China's third- and fourth-tier markets have become the focus of enterprises, ceramics to the countryside It has also become a hot topic, and companies have taken action to enter the rural market. In this situation, we must first understand the characteristics of the third- and fourth-tier markets, in order to do well in the third- and fourth-tier markets, otherwise all actions are blind. At the beginning, Ni Runfeng’s home appliances to the countryside had ended in failure, which was the result of hasty actions. To attack the third- and fourth-tier markets, we must start with market research. The well-known McKinsey Consulting Company found that in many unobtrusive small towns, there are hundreds of millions of consumers with certain spending power. They are important development opportunities in the next decade, but multinational companies and big Some domestic manufacturers of durable consumer goods also ignore this market. In fact, the total household income of these small towns is already about 50 higher than the sum of first- and second-tier cities, and in the next 20 years, the number of households with a middle-age income of more than 35,000 in small towns will increase by 7.6 million per year, which is faster than the urban growth rate. fast. Sanitary ware enters the mid-level market. The company also overlooks a major opportunity, namely the potential of wealthy families in small towns. The so-called potential means that this market has not yet been developed. Enterprises often do not pay attention to these small towns. They think that these places are too poor. In fact, although 20 million households in these places have relatively low incomes, the survey found that these places have an average monthly income of 1400 yuan, which is 43 million households. They are the mainstream consumption of the market. group. Another potential wealthy group, with an average monthly income of 3,800 yuan, has 35 million households. In China, this income level family not only has the ability to buy necessities, but also the ability to buy some luxury goods, and the income of this potential wealthy group. It is close to the monthly income of 4,300 yuan in China's first-tier cities, so this group is the primary target customer of the enterprise, and the mainstream group in China's small towns also constitutes an attractive market. So what is the difference between consumer psychology and consumer behavior in China's small towns and big cities? Because the former is a relatively unfamiliar market for enterprises, understanding their psychology and behavior is crucial to formulating corporate brand development strategies and marketing guidelines. Among the potential wealthy groups in small towns, the proportion of young people is higher than that of big cities. The proportion of 18 to 34 years old accounts for 55, and one third of them have received at least tertiary education. Therefore, the wealthy groups in small towns have unique consumption needs and characteristics. Consumption is more rational, not like urban wealthy groups, excitement and excitement. For example, wealthy groups in small towns will not spend hundreds of dollars or more to listen to a concert or go to nightclubs, like most people in the city. The wealthy groups in the town pay more attention to the stability of life. With the money, the first thing to think about building a comfortable home, rather than high consumption, has brought great business opportunities to the home furnishing industry.
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