Looking back at 20 10, we can see that the new consumer class of curtains is rising day by day, and the rationality of curtain consumption is beginning to return, and high-end and mass markets are also welcoming development opportunities; More and more curtain enterprises begin to learn to understand the characteristics of their own industries, constantly adjust and allocate the strategic resources of curtain enterprises, and build their own core growth engines; As the curtain industry and enterprises at different growth stages are constantly experiencing model innovation, capital enjoys it; In order to stand out from the competition, China curtain enterprises bravely practice the concept of category innovation; At the same time, curtain enterprises show great leap and diversity, and the change of curtain industry pattern is also changing the marketing concept of enterprises.
When the curtain market in China is about to usher in the next "10 golden year", what are the new and general trends of China marketing in the period of 20 1 1 and beyond? Facing the new industrial transfer and consumption upgrading, how can China curtain enterprises transform their marketing strategies, innovate their marketing models and subdivide their categories? How to better cope with the market trend of curtain industry integration? I hope curtain people can benefit from the topic.
Diversification of consumption highlights
Under a series of problems, such as financial crisis, high housing prices and food safety, the growth rate of total retail sales of consumer goods in China dropped sharply after reaching its peak in 2008. At this time, the consumption diversification of various consumer classes in China is prominent, and high-end consumer goods are gradually moving down to the second and third tier markets. The rational return of consumption means that the mass market is also gestating a new rise. How should curtain enterprises dig deep into the high-end market potential? How to win the future mass market?
The Return of Consumption Rationality under High Inflation
The year of 10 in the new century is destined to be extraordinary in the history of China since the reform and opening up. After the Beijing Olympic Games, China's economic development reached a record high. 20 10 in the third quarter, China surpassed Japan in GDP and became the second largest economy in the world for the second consecutive quarter. According to statistics, if we only use purchasing power parity to calculate, it may not be necessary to wait until 2020, and the total GDP of China will surpass that of the United States to become the first in the world. However, the road for China to deal with many international and domestic problems brought about by rapid economic growth is not smooth.
With the financial crisis, high housing prices and other factors, consumer confidence has been declining all the way, and the growth rate of total curtain retail sales has dropped sharply after reaching its peak in 2008. The high inflation expectation of 20 10 undoubtedly aggravates the decline of consumer confidence and the difficulty of enterprise survival, although this difficulty is not obvious to some curtain enterprises.
Curtain enterprise ecology and consumption ecology under high inflation
Curtain enterprise ecology: it is difficult to hide the "sad face" behind confidence
As far as curtain enterprises are concerned, behind the apparent prosperity and confidence growth is the difficulty of survival. There are still tens of thousands of small and medium-sized enterprises struggling on the line of life and death. They have not yet walked out of the shadow of the financial crisis, and they are under great pressure from rising raw materials, and it is almost impossible for them to share the benefits of rising prices of end products; To make matters worse, in the township market where they live, curtain enterprises are getting closer and closer besides the competition from domestic powerful enterprises.
For large enterprises, although their living conditions are not bad, with the rising prices of raw materials, they are still facing great competitive pressure from companies. A typical one is the total annihilation in major cities-no one can surpass foreign investment, and it is still in the case that foreign brands have raised prices round after round and local brands have not. The current situation is that foreign brands are sinking into the third-and fourth-tier markets that local brands adhere to.
Consumption ecology: several happy families and several sad families
For curtain consumers, the biggest influence is the "new generation growing up in the new market economy environment"-the working class and the new generation of farmers represented by white-collar workers. They are distributed in all social strata and have become the main force of consumption. They are the beneficiaries of market economy and commodity economy, and they are also the generation most vulnerable to the "restlessness" of market economy.
Their identity is "post-70s and post-80s". However, due to different living conditions, they have great differences in consumption ability, consumption concept, consumption mode and anti-risk ability. Therefore, high inflation has different effects on them. The rich with strong financial resources are hardly affected, while the working class has to tighten their spending under the pressure of high housing prices, and the "new farmers" are undoubtedly the most vulnerable. The pressure of life brought by high inflation forced many farmers to return to their places of residence.
These groups with different living conditions are isomorphic to form a "diversified consumption ecology" with China characteristics, which leads to a diversified market structure and diversified enterprise ecology in China.
New consumption class and the return of consumption rationality
1 group: emerging affluent class
The consumption trend of the new affluent class began to pursue "identity" to "quality of life".
This class is represented by young new economic elites and "rich second generation", and there are also many private owners. Their most prominent feature is that they are young and have a relatively high level of education, with "post-70s" and "post-80s" as the main body, which is the biggest difference from the past.
This group presents such characteristics: they are the main consumers of the huge luxury curtain market in China at present, and they are also the trendsetters. Different from their parents, because of their higher education level, they no longer "show their identity" through consumer brands, but pay more attention to their own experience and the improvement of their quality of life.
On the other hand, because they are well informed, they are more rational in consumption than their parents. "Unreasonable" high prices have been difficult to meet their needs. Because of their strong financial resources, high inflation has no substantial impact on their consumption. On the contrary, many of them are the beneficiaries of changes in the economic environment.
The second group: white-collar workers and wage earners
The consumption of white-collar workers and wage earners began to shift from pursuing brands to pursuing "real value".
The working class represented by urban white-collar workers is undoubtedly the leading consumer group in the current society. They are the leaders of the mass consumption trend in the whole society. Most of them have mortgages, and their lives are under great pressure. Therefore, their disposable income is most obviously affected by the economic situation, and their consumption is most likely to fluctuate accordingly.
On the one hand, most white-collar workers are also the main consumers of luxury curtains; On the other hand, like the new farmers at the grassroots level, they attach great importance to cost performance in their daily lives. However, unlike the affluent class, luxury consumption is not the normal state of daily consumption of white-collar workers. More often, it is just the release of pressure, or it implies the pursuit of an ideal life. Generally speaking, their pursuit of the true value of curtains (product decoration, variety, cost performance) began to surpass the pursuit of brands. Some categories of products have also changed.
Under the inflation situation, wage earners are undoubtedly "the most depressed". Without the guarantee of the economic strength of the world's wealthy class, there is no "retreat" for new farmers.
The third group: new farmers
"Hope to get the same enjoyment, different prices" may best reflect the consumption mentality of new farmers.
The new farmers, represented by the new generation of migrant workers, are the largest group in the current diversified consumer society, the guide of the new rural consumption trend and the link between urban and rural consumption. The reason why they are new farmers is that compared with their parents, most of them have a junior high school education or above, and most of them have the experience of working in cities or work in cities to make a living.
Price is the focus of their consumption. Compared with their parents, the requirements of the new peasant groups for the quality of life of curtains are also slowly improving. In rural areas, newly-built houses basically have the function of urban commercial housing and are a huge and fragile group. It is not difficult to see from the shortage of migrant workers in coastal areas in the past two years that high housing prices and high prices have curbed their consumption. However, for some young people living in rural areas, their consumption is not affected by the macro-economy like urban wage earners, because the pressure of buying houses is relatively small and their basic life can be self-sufficient.
The rise of mass market
By analyzing the different influences of the current realistic environment on several consumer groups, we can see that despite the obvious differences, the "rational return" of consumption is one thing in common-the most important thing is to pursue the real value behind the curtains through brands. The trend of mass consumption in Europe, America and Japan also reflects this point, and curtain brands with high cost performance account for a high proportion in these places.
In fact, this consumption rationality should not last only for a period of time, but will last until the next 10 year. Because this consumption rationality was not caused by the year of 20 10, but was stimulated by a series of factors such as financial crisis, inflation and high housing prices in the past two years. In addition, driven by the internet and e-commerce, consumers have more right to participate and know, and have more understanding of the value composition of curtains, which is also the fundamental factor for more rational consumption.
The rationality of consumption does not mean the shrinking of growth, on the contrary, it means the rise of mass market. On the one hand, the mass market represented by "ordinary wage earners and new farmers" (except the so-called white-collar workers) is the largest consumer group in China, which has a great unmet demand. Once liberalized, it will become the main force driven by domestic demand in the future, especially new farmers. On the other hand, with the rational awakening of most people, concern for their own needs and quality of life, and the transfer of China's economic growth momentum to the central and western regions, the government is paying more and more attention to the gap between the rich and the poor, and the mass market will surely usher in greater growth opportunities.
According to the report of the United Nations, at least in the next 10 year, nearly150,000 rural people will move into cities every year in China, and some of them will eventually become consumers in the mass market. At this rate, by 20 15 years, it is estimated that1500,000 people will join the ranks of urban consumers, which is equivalent to the current population of Russia. By then, the main battlefield of domestic and foreign enterprises' competition will gradually shift from developed areas to underdeveloped areas, and from big cities to rural areas.
Enterprise countermeasures under high inflation
Under the background of high inflation, facing the current situation and trend of curtain consumption gradually returning to rationality, facing the rising mass market and increasing cost pressure, curtain enterprises that want to survive and develop in the new round of competition must re-examine their curtain industry, re-think and strategically position themselves, so as to gain more room for growth. At the same time, it is necessary to innovate the business model and operation management of curtains, carry out more refined marketing operations, reduce costs, improve efficiency, resist the pressure of high inflation, and meet the increasingly high cost performance requirements of mass consumers.
Deeply tap the market potential of high-end curtains
For curtain enterprises committed to expanding in the high-end market, if they want to make a big breakthrough in the future, they must break through the original curtain management ideas, combine the changes in the consumption trend of the high-end market and the rise of the mass market, and make new strategic innovations.
First of all, we should tap the potential of high-end curtains.
For the high-end market, the focus of high-end consumers in the future will inevitably come from the traditional pursuit of the quality of daily life of curtains. Therefore, curtain enterprises that are committed to expanding in the high-end market should also pay attention to the daily needs of high-end people accordingly, so there is great growth potential in the future.
However, it is worth noting that because the value provided by high-end curtains to consumers is not the same as that of ordinary luxury goods, the business ideas are not the same. Enterprises committed to providing high-end curtains should not only capture high-end consumers through price, but should let consumers experience real value.
Secondly, tap the potential of high-end curtains in the mass market.
In the era of the rise of mass consumption, it is also a trend that cannot be ignored that curtains move down to the mass market. White-collar workers are also yearning for curtains and are also the main consumer groups. Infiltrating into the mass market, it has satisfied the white-collar workers' desire for more affordable curtain prices and achieved higher growth.
This means that the simple experience of curtains in the high-end affluent market will inevitably encounter setbacks. For high-end curtain brands that want to dig gold in the mass market, they must think about their strategies in the secondary, tertiary or even tertiary markets. For example, in the face of new mass consumers, targeted curtain product design, R&D and price positioning (satisfying mass consumers' pursuit of cost performance, providing new value positioning and corresponding products), brand-new channel mode, brand-new terminal mode (the terminal mode in the primary market may not be suitable for the third-and fourth-tier markets), and brand-new operation management (the products needed in the third-and fourth-tier markets will be cost-effective, and the operating cost will increase), in this case, innovation in operation management must be carried out.
In this respect, the success of curtain DreamWorks is more instructive. With the help of network platform, through the innovation of operation and business model, providing high-priced services has achieved initial results.
Win the future mass market
In order to enter the mass market and achieve breakthrough development, we must also operate with innovative thinking.
For local big curtain brands and large enterprises, if they want to enter the mass market while maintaining the leading position in high-end market segments, on the one hand, they should carry out value innovation and develop more low-cost and high-performance products suitable for the mass market; On the other hand, they need to adjust their business model and operation model to ensure profitability with a lower cost structure. Because entering the mass market will have a potential impact on the whole value chain from R&D to after-sales service. Enterprises must establish a flexible and effective operating mechanism around the following three key areas:
R&D and purchasing. The development of curtain products should meet the local market demand and price base, which is the key to success. This aspect is the advantage of local enterprises and should be brought into full play.
Sales and distribution channels. Establish a distribution channel with wide radiation, high cost performance and valuable end-customer information. Because the mass market, especially the third-and fourth-tier markets, is more dispersed.
Human resources. We should adopt new methods to solve the problem of talent shortage, establish an adequate talent pool, and extensively recruit talents with moderate cost, mass market service skills and promotion potential.
In addition, establishing a strong curtain brand image is also a top priority, which is also the key to resist international brands.
For a large number of small and medium-sized enterprises rooted in the mass market in China, if they want to maintain their position, they must first carry out thorough changes, get out of the original methods of reducing costs, start with the innovation of business model and operation management, reduce costs and increase efficiency through the innovation of value chain, low-cost operation and refined marketing, and provide high-quality and cost-effective products that can truly meet their needs for the bottom consumers.
Secondly, in order to meet the demand of the mass market for a higher quality of life and resist the attack of big brands, small and medium-sized enterprises must consider brand operation, otherwise, when brands with innate advantages attack at low prices, it will be difficult for the majority of small and medium-sized enterprises to resist. Of course, brand operation means not only a few slogans and media advertisements, but also a brand-new change in corporate philosophy.
Thirdly, combined with the advantages of small and medium-sized curtain enterprises familiar with the local market, we adopt various ways to develop products that are more suitable for the local market demand. Related companies have successfully nuggeted in the mass market.
At a deeper level, in the case that consumers are gradually returning to rationality and the product cost and operating cost brought by high inflation are increasing, enterprises must create a brand-new market or reinterpret the existing market if they want to have a breakthrough development. We should pay attention to customer value and study how to provide innovative value for consumers. If there is no innovation in value, the products and services of enterprises will tend to be homogeneous, which will easily lead to price wars and the value of enterprises will be difficult to realize.
In order to realize value innovation, curtain enterprises must think from a higher industry perspective, rethink marketing strategies, reorganize market strategies (including category innovation and market segmentation breakthrough), including in-depth operation and management revolution, so as to finally realize value innovation, realize their own value growth and enhance their competitiveness.
Source: China curtain cloth approval 1| comments.