2011 To Two Or Three Tier Cities To &Nbsp; Luxury Big Guerrilla Warfare.

Six months ago, Shi Wensheng, President of P & G Greater China who had just arrived in China, was not familiar with his office in Guangzhou. He immediately set out for a small town in Hunan and stayed with a local ordinary housewife for a whole day. Shi Wensheng carefully observed how she washed her hands with her hands and washed the clothes of her family.

Close observation of consumers' lifestyles and needs is behind Shi Wensheng and his P & G's concern about the growing consumption potential of small and medium-sized cities in China.

The future: two or three line cities become China's middle-income consumers gathering place.

Like Procter & Gamble, more and more multinational companies in China. enterprise We began to extend our tentacles to China's "low line" cities. For example, L'OREAL, which has sales in China in 2009, has 2/3 from low tier cities including three line cities, while 61% of personal care products come from China's low (three, four and five) cities.

The sales of FMCG market is much faster than that of the first tier and second tier cities. Guepaolo, President of L'OREAL (China) said.

In the past 20 years, China's per capita income has increased by 10 times. The rapid growth of residents' wealth has greatly enhanced the Chinese people's spending power. With the popularity of the Internet and the continuous improvement of transportation facilities, consumers in China's small and medium-sized cities are more, faster and more convenient to access new products. Now, it is the best time for brand products to enhance their influence on consumers.

According to the economist, by 2020, 66% of China's middle-income consumers will come from a large number of small and medium-sized cities. This means that brand products need to make more efforts to communicate with consumers in cities all over China, especially in a large number of small and medium-sized cities.

"But China has vast territory and numerous cities, and their development level is uneven. Consumers in different levels of cities have very different values, consumption needs, habits and purchasing behaviors. For those brands who want to play a big role in the Chinese market, it is very important to fully understand the differences between consumers in different levels of the market. Zheng Xianglin, chief executive of Greater China, said.

Zheng Xianglin believes that marketers must thoroughly understand and distinguish consumers' preferences for different products and brands at different levels of the market, as well as the motivational differences that drive them to buy these products and brands.

Social identity is one of the influencing factors of consumer attitudes in the two or three line cities.

For example, in consumption values, the study of strength communication shows that when consumers in Beijing, Shanghai, Guangzhou and other first tier cities are influenced by western culture, they gradually establish consumer oriented values and begin to pursue independence and individuality. Consumers in other small and medium-sized cities are still in the traditional consumption values. This makes them pursue stability in the pursuit of material wealth. While pursuing personal development, they still attach importance to the recognition from the society.

In addition, social groups play an important role in consumer life in small and medium-sized cities, and play a leading role in consumers' choice of products and brands. Consumers in small and medium-sized cities tend to choose brands that are widely recognized by family members, friends and the whole society, because on the one hand, they can reduce the possibility of making wrong choices, and on the other hand, they can avoid embarrassment caused by novelty.

Therefore, marketers must integrate the brand into the social network of consumers, transmit positive brand experience to social groups, and get the wide recognition of the brand.

On the other hand, in China's small and medium-sized cities, it is the best way for individuals and families to interpret the success of society. Therefore, marketers need to introduce the latest products of good brands to them so that they can show off their capital.

In the process of pursuing a better life, consumers in small and medium-sized cities usually set realistic goals for themselves and families. Therefore, for marketers, in brand positioning and marketing, consumers must clearly convey the role of products and services provided by the brand in the consumer's higher life goals.

"Only when we understand the different characteristics of Chinese consumers at different levels in acquiring brand experience, can they formulate targeted communication strategies to enhance visibility, promote product sales and increase investment returns." Zheng Xianglin said.