Clothing Industry'S Focus: Women'S Consumption Characteristics In China'S Three Or Four Tier Cities

A media recently released "unknown wonderful: the three or four cities of China Women's life panorama interpretation" report, the report in-depth analysis of China's deep market female consumers' Outlook on life and consumption.

The deep market has shown great potential, and the three or four tier city women as the hub of social relations and direct or indirect purchase decision makers represent the ability to consume and consume.

The report shows that women's consumption in China's three or four tier cities has the following characteristics.

Consumption chaos

Female consumers in the three or four tier cities are in the initial stage of brand consumption, and are the pition period of strong desire for consumption but lack of knowledge.

They showed increasing interest and purchase intention to imported products. Compared to 2009, their purchase intention of imported brands increased by 109%.

But in terms of daily necessities and foods, they do not care about brands.

The loyalty (61%) is also lower than that of the second tier cities (68%).

Although female consumers in the three or four tier cities are becoming more familiar with and prefer international brands, the leading brands in the three or four tier cities are still local brands.

Local brands, with favorable price factors and deep understanding of local people's preferences, have won the hearts and reputation of local consumers.

Pursue fashion

Female consumers in the three or four tier cities are not the pronoun of old and old in our past, they are right.

The trend has its own modern interpretation.

In terms of their passion and pursuits for fashion trends, they even catch up with women (39%) in the first tier cities (45%) and second tier cities (52%), and networks, cottage products, purchasing agents and local brands are the way to get the latest fashion information.

Simplicity

Female consumers in the three or four tier cities are different from the females in the second tier cities who are fond of creative content and new form advertisements. They prefer simple and direct advertising contents and forms of advertising. Too complicated information is a burden for them. Simple and straightforward communication strategy is the most effective way to strike them.

Online shopping life

As many second tier brands have not yet entered the three or four tier city market, online shopping has become an effective channel for female consumers to obtain products and information in three or four tier cities.

Their online shopping activity is increasing day by day, and they have strong consumption desire and enthusiasm for online shopping.

In the past year, the average online shopping cost of women in the three or four line cities was 1757 yuan, which was only 339 yuan less than that of the second tier cities, an increase of 146% over that of 2009, while the growth rate of female online shopping in the second tier cities was only 45%.