During the 2018 National Day holiday, Sino-US confrontation continued to ferment. The US interest rate hike expectation caused the peripheral stock index to fall continuously. The central bank lowered the standard by 1%. The property market was cold and rights-protected. Various kinds of information were on the rise, conveying the market's uncertainty. However, this The tension is not transmitted to the third- and fourth-level county markets. The seven-day long vacation is still the best choice for leisure and consumption.
The crowd gathers in the county market and still has the potential to dig
During the long vacation, Dongfeng Appliances, located in the county seat of Hebei Province, ushered in the opportunity of 'good business.' A week ago, the owner Xiao Xu used a leaflet, hired a tricycle to scream along the streets, and played the Golden Week promotion sign, attracting a large number of Consumers came to find out. The electric water heater became the hot-selling product of this couple's shop during the holiday season. According to Xiao Xu, the local residents used the property company to concentrate on hot water bathing, but with the local 'coal change. 'The promotion, the cost of central heating increased, many families turned to self-installed water heaters to bathe. On National Day alone, Xiao Xu will ship more than 20 products to nearby communities, and subsequent orders are still being shipped.
According to China National Grid Observation, during the National Day, the average price reduction of electric water heaters in the mall was around 200-300 yuan; among them, the hot sale funds were mainly concentrated during the period of 899-1599 yuan (after discount), while the domestic brands were the key consumers of choice. In addition, a small number of users will choose foreign brands with prices between 2000 and 3000 yuan. According to Xiao Xu, among the purchase users, some old communities pay special attention to the 'anti-electric wall' function, and the functions such as power outage and water are also In addition, internal insulation, energy consumption, etc. are also the focus of local consumers; as for 'healthy living water', 'multiple capacity increase', 'smart control' and other 'new features' for users, it is rare Concern, cost performance is still the focus of choice in this region.
In recent years, with the advancement of the local 'new countryside', many natural villages have gradually disappeared. The proportion of young people who choose to settle in cities and towns continues to rise. The crowds who stick to the land are mostly old and weak. Xiao Xu mentioned, 'Now Even if there are new homes in the countryside, young people are required to have a house in the city when they get married, and there are a few rules. 'And the population to the building has promoted the popularity of hoods, gas stoves, water heaters and other products in the county market. .
In addition to water heater products, refrigerators, TVs and other products in the towns and towns are gradually ushered in a small peak. In the refrigerator products displayed in the mall, the proportion of the two models has been very small, three doors, open doors and multiple doors The refrigerator has become the first choice for consumers to update. In fact, when entering the local supermarket, we can obviously feel the 'consumption upgrade' of the county market residents, fresh sea bream, fresh shrimp, fresh crab, squid, squid and tropical fruits. They are enriching their vegetable baskets, and these products were still 'insulated' in this market five years ago. The two-door refrigerators in the mainstream of home appliances to the countryside have been difficult to meet the needs of county consumers for more fresh space. According to the introduction, in the home shopping mall, a four-door refrigerator with an original price of 3099 yuan and a promotional price of 2,499 yuan is more popular and is a more popular product. At the same time, we also observe that in this mall, the consumption level of large household appliances The drop is large, such as the twin-roller of more than 10,000 yuan, the high-end refrigerator of 8,000 yuan or more, and the TV set of about 7,000 yuan have an audience; Xiao Xu said that although the middle and low-end products are still sold in the county market. Mainly for sale, but there are also people who are 'not bad money' and pay attention to quality life.
However, in the mall, we also found some irregular sales behaviors, such as the sale of products without invoices, suspected existence of cross-border behavior, the business was denied, and repeatedly guaranteed that its products sold and other channels of products The same after-sales guarantee.
Sinking to the county market
As the first- and second-tier home appliance markets enter the era of stock economy, the search for incremental space in the third- and fourth-tier markets has become the consensus of home appliance manufacturers in recent years. In the case of a sharp increase in economic uncertainty, China's vast and deep hierarchical market is a company. Bringing a new room for maneuver. Lu Shenghua, editor-in-chief of China National Grid, believes that consumer popularization and consumption upgrades exist simultaneously in different levels of market, and that reliable, cost-effective and affordable products are needed in the popular market; Health, comfort-oriented mid- to high-end products. He also pointed out that 'consumption upgrade' is a relative concept, so-called 'quality' should not be the only reference for product prices, for example, for rural consumers, they can enjoy daily with water heaters. The bathing process is a process of quality upgrade compared to boiling water.
At present, white-light brands such as Haier, Gree, Midea, and black-light brands such as Skyworth, Hisense, TCL, etc. have matured in the third- and fourth-level county markets. The actions of these companies in this market in recent years mainly include improving the logistics network. After-sales system and layout online channels, etc. With the consolidation of consumer awareness of the brand, the process of brand elimination of miscellaneous brands has gradually occurred. Taking the author's view of Dongfeng appliance water heater sales as an example, there has been a collective unsubscribe from residential residents. Pseudo 'Geli' cottage products, re-purchasing the dramatic scene of Haier water heater.
In addition to large household appliances, in recent years, the expansion of the kitchen electric appliance brand in the county market has become a common practice. Boss Electric pointed out in the semi-annual report that the company is affected by real estate regulation and control, and its performance is under pressure. Looking ahead, the company’s driving force through the real estate cycle comes from the 3rd In the first half of 2018, there were 383 new stores in the third-fourth county market, and 58 new city companies. The city company model helped the company to sink smoothly on the 3rd and 4th lines. On the other hand, the power comes from quality upgrades. Category expansion.
In the semi-annual report of Vantage, it also emphasized that the company continued to sink the brand in the third and fourth-tier markets. In the first half of the year, the number of stores and township outlets in the first half of the year increased to 1,279 and 2,549 respectively. The accelerated penetration of the kitchen appliance market. Other kitchen appliances such as the United States, Fangtai, Germany and Italy, Galanz also fell into the county market.
Zhou Wei, an analyst with Aowei Cloud Network, described the new purchasing power of the 3rd and 4th tier cities with the specific reference of 'small town youth', and pointed out that although this part of the population is not high, it often has a stable home. Decent work, life and ease. Unlike the peer group in the big city, it has more time and opportunities to enjoy life. In addition, the young people in the town have a more pragmatic understanding of the brand, a good quality, a high market share, and a high price. In terms of channel selection, they mainly obtain promotion and price information through online channels, but in the end, the consumption channels will return to the offline chain or specialty stores, and the offline channels are more trustworthy. It is believed that the old-fashioned young people in the past have become a reality.