In 2010, China is in times of crisis, when compared with other countries, China is likely to be warmer in the national economy as soon as possible. But after this round of global financial turmoil, the international economic environment are changing. First of all, the golden age of Chinese exports are likely to become history, causing the Chinese low-value, labor-intensive enterprise in crisis and restructuring, China consumers tighten belts of the era of live; Secondly, because the domestic ceramic market patterns are changing, crisis, originally occupied the high-end market of international brand, now also start to low-end. In this context, the 2010 ceramic consumer groups appear what new trends?
First, enter the full participation of consumers. Today's consumers regardless of consumption does not consume enterprise products but also to businesses, consumers will no longer be passive, they hope to keep the dialogue with enterprise and do not believe that the authority, but also believe that intuition and Word of mouth, this indicates that the production and marketing in one era has arrived.
Second, the rise of new health consumption. By melamine, H1N1, impact, consumer health degree increase sharply, the concepts for green, environmental protection is more preference of ceramic products, ceramic enterprises set up health-friendly brand image will give the product to bring more market opportunities.
Third, the civilian population of exquisite living trends emerging. For this stage of the ceramic consumers, not necessarily to buy high-end brand ceramic products can now show decorator's own life, but a little hard to get what they want, exquisite living space, such as a decorated nicely and comfortable home, as long as you have a creative, everything is possible. Because now we all know, in fact, for the so-called brand and not famous, is much more advertising hit, product quality is the same. Therefore China is a new common ceramic consumer market, namely through the ceramic products can meet the middle income consumers, however, pursuit of fashion, while at the same time meet their purchasing power in the market. Ceramic high-end brand will compete in the high and low ends, in order to meet the "national exquisite" tide, high-end ceramic brand must adjust marketing strategies, and meet the next step of the consumer market of the product.
Fourth, the rise of the female consumer power. The data show that women in the United States, holds 80% of consumer spending, which accounts for the national GDP of 2/3. It was my third time the census statistics, women accounted for China's population of 48.7%, of which the spending power of strong, have a greater impact on the consumption of 20-50 years old and young women, accounting for about 21% of the total population. At the same time, a survey has shown that consumer behaviour in the family, women often serves as the family's "Chief Procurement Officer" role. Especially in home building materials such as consumer goods, and other links, is the leading role by the wife.
Fifth, the consumer more pursue new senses and brand experience. Today, walked into the store brand experience, participation in the activities of the enterprise's experience as an important consumer understanding of ceramics, while at the same time, initiatives in the field Terminal experience design for brand meaning has become increasingly prominent.
Sixth, the consumer enters the era of mass entertainment, entertainment form highly diversified. Chinese people increasingly diversified forms of entertainment, fun without boundaries, see happy human entertainment also become typical entertainment features, create ceramic consumption of entertainment platform will consumers into entertainment activities become ceramic enterprises new marketing strategy.
In the face of the future consumer trends change, ceramic enterprises in the face of China's market potential of four paths, the first one is concerned about the rise of China is constantly innovative market, it is understood that the city's urban xinfu family is expected to be exceeded 21 million; second line 123 from existing market consumer groups look for product upgrade opportunities, such as second-hand housing market renewal upgrading consumption; the third is going down, County and country will be the next billion-consumer market.
No comments:
Post a Comment