Local brands in the rural market has a lot of natural advantages, but with the enhancement of education and age of reduced consumer brand awareness of the local little change, while foreign brands has dramatically raise awareness.
Shuibaoshuiji
To fight in urban markets have no fight in the home appliance enterprises,
Bringing home appliances
Is undoubtedly one of their straw in the face of a craving for the vast rural market, the first to grab whoever wins the initiative.
This article is a province of China 8, 19 City 3800 sample survey of rural residents survey data results, a detailed analysis of the current situation of the rural consumer goods market.
TV to maintain a high rate futures rate is very low, the market is saturated. TV is an essential foundation for every home appliances, buy the new demand came from the new family, the wedding market potential;
Phone
Is a typical type market turnover, retention rates and futures rates are high, the typical "consumer electronics products." New features and selling points to encourage consumers to buy replacement;
Contrast, desktop computers,
Air conditioning
Are new market, in retention rate is not high but the futures rate, demand stronger, blank great development potential;
Microwave
, Water heater is the retention rate and a lower rate futures market to be developed, consumer acceptance, need nurturing, but also means that enterprises must advance the industry high ground occupied by these categories, laying the foundation for the next; the same time, the brand focused on rural water heater market low, while scattered over the number of brands will help the new brand to enter.
Opportunities for different types of brands
Foreign brands need local breakout
Specific category from the top watch brands, foreign brands and even TOP5 difficult to enter the ranks of TOP3, "China" shocked to the forefront, such as TV brands:
Changhong
, TCL, Konka; Refrigerator: Haier, the new flight, Yung Sheng; washing machine: Haier, Little Swan, Duck; air conditioning: Gree, Midea, Haier.
Relatively foreign brands, local brands core competitiveness mainly dominant in the product structure (in the low-end based), commodity prices, channel terminal rushed.
However, in order to
Nokia
Represented by foreign brands mobile phones, but prominent record in the rural areas, indicating a foreign brand in China in the possibility of a breakthrough. Data show that young, highly educated population of the foreign brand awareness and purchase higher. To TV as an example, with the upgrading of academic qualifications and age of reduced consumer brand awareness of the local little change, while foreign investment dramatically raise brand awareness. Therefore, seizing the countryside outside who are better
Education
The young man, is to enhance the focus of foreign brand recognition.
In addition, migrant workers are also important opinion leaders. To TV, for example, the eastern provinces of the foreign brand awareness and purchase rates were significantly higher than the central and western provinces. China's labor force population is from the Midwest to the eastern coastal province of flow, the busy season, when the Chinese Lunar New Year, there were a large number of returnees who carry the new concept of consumption habits and return.
Significant effect of brand extension models
Brand extension is to use the original brand image in the market, good extension of new products, to obtain a higher
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Efficiency and reduce marketing costs. Brand extension strategy can enhance consumer trust, increased identification of new products, reduce the risk of new products entering the market, even feeding on the original brands. This advantage was reflected in the market, especially in rural areas.
Rural residents is still not formed a "professional brand" concept. I am China Crafts Suppliers writer, reports some information about rc mini copter , walkera 22e parts.
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