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The Three Or Four Tier Cities Will Become The Main Force Of Outdoor Consumer Market Growth.

2014/7/2 17:39:00 41

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Three Or Four Line Cities Outdoor Consumption Main Force

> a href= "http:// m.pmae.cn/news/index_c.asp" > Shandong < /a > is drafting the policy of supporting new energy vehicles a few days ago, in Baoshan, Yunnan, a local outdoor brand adjusted the original channel, closed the street shop, and withdrew from the local shopping mall system. Once upon a time, in the face of the potential market of the three or four tier cities, Tianlun Tian, Tian Po Lun, lion brand outdoor and other local outdoor brands put the channel sink on the brand development agenda. However, due to insufficient brand awareness, inadequate market development and other reasons, as well as in the three or four line of new channels to sink in the price system problems, many outdoor brands in the three or four channel sink process is not easy. As a result, the local outdoor brand strategy is shrinking the three or four line market and returning to the intensive cultivation of the first and second tier cities. 
The sinking of three or four line is not easy to /p >
 "we didn't do well, so we took it." With regard to the development of the three or four line market, a local outdoor brand leader inevitably regrets that every business wants to sell to a wider market and increase its market share, especially in the face of the increasing consumption power of the three or four tier cities in the country. 
 according to the relevant data released in the exhibition of Asia's < a href= "http:// m.pmae.cn/news/index_c.asp" > outdoor products < /a > in 2013, with the promotion of urbanization in China, the purchasing power of small and medium-sized cities is increasing. This will bring a lasting purchasing power to the huge outdoor products market, and will continue to maintain an annual growth rate of more than two digits in the next 10 years. The three or four line cities with purchasing power will become the main force in the growth of the outdoor consumer market. 
, therefore, the local outdoor brands will sink the "a href=" http:// "m.pmae.cn/news/index_c.asp" > the channel < /a >, hoping to take root in the three or four line market. "Only in the course of the sinking of the channel, it is painful at the very beginning. Consumers need approval for the licensing of products. It takes a period of time for the brand to be cultivated in one area. The consumers of the three or four line are less exposed to the outdoor brand, and the cognition is relatively weak. Therefore, the cultivation process of the brand in the three or four line is first and second tier cities." Tianlun Tian outdoor products Co., Ltd. vice general manager Peng Peng told reporters. 
 "relative to the first and second tier cities, the sale of three or four line cities should make appropriate profits, because after all, the consumption level of the three or four tier cities is not as good as that of the first and second tier cities, which requires the company to make appropriate adjustments to the product mix and product mix. However, once the price system is not unified, it will cause fluctuations and adjustments in all aspects of the brand itself. Therefore, if the enterprise decides to expand, it must make long-term planning and preparation, and solve all kinds of problems that may be faced." Fan Peng said. 
 not only that, in most of the three or four line cities, there is a lack of corresponding shopping mall channels, so that only stores can be opened. The cost of the overall stores is certainly much higher than the cost of shopping malls, and whether such expansion can get the corresponding return on investment, the enterprises still do not have to know. 
 chewing the original market to /p >
Lin Fang Xiu, director of marketing of P > DUNLUP outdoor products Co., does not agree with such a sinking. He believes that if the channel sinks and returns to its original source, it must match the original brand positioning. For example, because DUNLUP brand positioning is in the high-end, the sink can not bring substantial sales increase to the brand, and even lead to confusion between brand positioning and price system. 
 he said that the atmosphere of some second tier cities is better and suitable for entry. In the three or four tier cities, outdoor brands can hardly be formed through street shopping channels. Unlike the sports brands, the outdoor market is not easy to form a market. It is not easy to gather more outdoor stores. As a result, sales volume is bound to be limited, and the three or four line cities have lower acceptance of outdoor products, and the concept is not strong. 
 "even in some developed three or four line cities, due to the relatively mature development of adult outdoor brands, when they enter the shopping mall, they are at a competitive disadvantage compared to the similar products in China, and the overall lack of premium capacity." Hong Qinming, deputy general manager of Mingwei shoes and Garments Co., Ltd. said, "in this way, it is better to continue to infiltrate such expansion. In fact, through various means, we concentrate on the intensive cultivation of the original channels, and dig deeper and deeper into it. Previously, we may have swallowed down the first and second tier markets, but have not chewed them thoroughly enough to absorb their nutrients.