Brand value game rational consumption concept
Brand value game rational consumption concept
If you see the huge consumer market potential and believe that their own brand of propaganda and marketing capabilities, which will not hesitate to brand the development of this market, this decision is not difficult to make, and under normal circumstances would be harvest, but when the market is in China's counties, townships, the market can not solve all marketing problems.
At present, China is the main consumer market in rural areas is transferred to the right, and household appliances, automobile and other industries in rural areas gain a huge success not wrong, is the acceleration of rural consumption levels increase, but the price to be sold in rural areas when Nike young people, these so-called target consumers are not necessarily buying it.
Imagine if Nike strategic shift, the product price will change as the primary focus, according to estimates, the price of shoes the countryside can do about a pair of three hundred, a major international brands such postures, can not be filled with market Anta, special steps have competition? It all depends on the consumer's mind. A pair of second-tier sports brand sports shoes in the average selling price of second-tier cities in the 100-200 yuan, which existed for the pursuit of a brand and price of the pursuit of game. Is the difference to give up one or two hundred dollars to buy Nike air max 24-7, Adidas and other brands stars, or retreat to save the difference to buy more practical second-tier brands, I believe that the latter is more likely, or the proportion of people higher.
First, Nike, Adidas and other brands in the secondary market penetration is not high, it is difficult consumer market with the integration of these areas, but special steps, Jordan and other local brands in those regions Plough for many years, these brands in the consumer it represents the heart and fashion trends. Meanwhile, spokesmen for Nike's success are the star's influence in the region is very low, most people do not even know these endorser, not to mention the cultural identity of the Nike lost the core of the brand awareness, brand the spread of the foundation is like losing the soil and fertilizers, in order to open a blank area in the market, the success rate is too low. Unless, of Nike, we will then develop a brand communication tool for second-tier market for the low level of consumer groups, which in addition to cost considerations, as well as the danger exists Reduceing grade, it will obviously not easy to do The.
Secondly, although the parties to research the city next to prove that even three or four lines in the hands of township residents with more disposable cash, is the main consumer well-deserved, but hard by hard cash in exchange for a more cherished, and the overall urban consumer environment than the same line, all the more reason, there is no comparison, no extravagance in the choice of clothing, these consumers prefer simple, durable, inexpensive brand, Nike's air max ltd high-end image in this market almost zero mass destruction, consumers will not pay for the pursuit of the brand to more hard-earned money.
Similarly, in the domestic sports brand, in fact, there are some high-end brand positioning, the main fashion line, initially in urban white-collar workers as the main target market, but with the city's increasingly fierce competition, the loyalty of consumers decreased gradually the initiation of the idea to lower market penetration in the consumer-oriented marketing principles, such a strategic shift is very normal, but also to consider the content of the product support and brand extension of the synchronization, otherwise, the countryside will only be after another, "Land and Water against "cases, sporting goods brand, and carefully" to the countryside. "
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