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In the past two years, nearly 80% of the places where integrated ceiling companies do activities are second-tier and third-tier cities, and some even counties or districts.
This actually reveals that China's current market development trend has grasped the third- and fourth-line markets as well as the future market.
Thanks to the popularity of the Internet in China, residents in third- and fourth-tier cities are equal in terms of the amount of information they enjoy with residents in first and second-tier cities. On average, they spend three hours a day browsing the Internet for various consumer information, contact with various brands of information, and experience using products. They continue to accumulate all kinds of brand knowledge and consumer experience. Various kinds of sun exposure also subtly affect their consumer cognition and choice. At the same time, they lead to more and higher expectations for brand and consumer experience. The trend of increasing year by year.
According to market research reports, the average monthly income of households in third- and fourth-tier cities was 3,172 yuan in 2009, and rose to 5,961 yuan in 2012. 88% of the increase in revenue was higher than the 57% increase in first and second tier cities during the same period. This is also an important reason for the continuous increase in consumer demand in third and fourth-tier cities.
In 2009, consumers in the third and fourth tier cities knew an average of 6.1 sportswear brands, and by 2012, this figure had increased to eight. In the category of female skin care products, the number of beauty brands familiar to female consumers in third and fourth tier cities in 2007 was 9.5; by 2012, it had increased to 12. With the influence of external cultural factors, there will be a more significant increase in 2014. Consumers in third- and fourth-tier cities prefer to try new products. 67.3% of consumers said they would try multiple brands within the same time period. Sixty-nine percent of consumers said that they trust brands more; 68% said they are willing to buy high-quality goods even if they are more expensive; 62% of consumers said they would not trust brands that have not advertised; 67% Consumers say that advertising influences their brand choices.
From the above data, it can be seen that today's third- and fourth-tier consumers are more active in search, actively trying out, and carefully comparing consumption patterns. The influence of the Internet has played a role that cannot be ignored.
According to surveys, 64% of consumers in third- and fourth-tier cities believe that the choice of brands will influence others' judgments on themselves; in addition to the relatively guaranteed quality of products, big brands can provide them with psychological satisfaction. It can also explain why more than half of consumers (51%) prefer to buy imported goods.
At the same time, brand loyalty has not yet formed a concept for most consumers in third- and fourth-tier cities. Their brand views are still improving and maturing. If any brand can influence or even change these consumers during this period, With regard to the selection criteria of brand and quality, then it can truly take root in the third- and fourth-tier markets and grasp the context of the future domestic market.
The expansion of the third and fourth tier market is only just beginning for the integrated ceiling industry. Many consumers in the third and fourth tier cities have already begun to pursue higher quality of life. According to the original strategy of adopting price warfare, it has been unable to meet market demand and is not conducive to Ceiling company's own brand image. The ceiling companies that want to expand into third-tier and fourth-tier cities have taken this route despite the fact that they are on the high road.