With the development of the wardrobe industry, the original first- and second-tier markets have turned to the third- and fourth-tier markets. The third and fourth line markets are a market with great potential. The wardrobe industry is shifting from a profit-based stage to a sales-oriented stage. For the majority of consumers, it is a matter of luck. After all, as far as China is concerned, most of the consumer's consumption level stays in the third- and fourth-tier markets, and the demand in the high-end market is still very small. So this change is beneficial to the wardrobe industry and consumer groups.
Although the third- and fourth-tier markets have relatively low economic levels, relatively small consumption power, and low purchasing power, consumers have huge market capacity and great market potential. At the same time, the industry market operating standards are no bigger than the big cities, the cost of wardrobe sales is much lower than the first-tier market. More importantly, the third- and fourth-tier regions are less affected by the country's macro-control policies and financial crises, and the vested interests are relatively stable. As the overall wardrobe first- and second-tier markets gradually become saturated, the third- and fourth-tier markets have become the main direction of the wardrobe industry channel.
For the characteristics of the third- and fourth-tier markets, brand wardrobes need to be market-oriented according to the situation. Brand wardrobes want to enter the market, need to recognize the situation, adjust product sales strategies, and prepare for long-term battles, do not blindly enter. The competition in the third and fourth-level market wardrobes is very complicated, and the regional wardrobe enterprises are full of branches. The development of the market is not a one-off work, there will be no immediate results, so we must fully prepare for the battle. As a decision-maker of the enterprise, it is necessary to formulate long-term development plans and milestones, step by step, and develop new markets while consolidating the existing market share and increasing the utilization rate of the occupied market.
First-line wardrobe enterprises should rationally design the brand structure and launch sub-brands for the third- and fourth-tier markets, so that they can fully develop the brand personality of the sub-brands to make them closer to the third- and fourth-tier markets, and avoid the damage of the original brands and form a joint enterprise. The strong synergy of the brand. The brand of first- and second-line wardrobe enterprises is positioned in the middle and high-end. The product development in the rural market faces two key problems in the brand: First, it is worried that it will bring damage to the brand image of Zhonggao, and it is not thankful. Second, after the end of the relevant policy, Should quit the third and fourth grade markets. Once you decide to participate in the competition in the rural market, you will definitely invest considerable material and financial resources. If you suddenly withdraw from the market after the end of the policy, this is undoubtedly a huge waste and a serious mistake.
The third and fourth line markets are a brand new and larger market. To enter the third- and fourth-tier markets, brand wardrobes need to combine the characteristics of their own brands to enhance the regional characteristics of the products. Can not mechanically copy the first- and second-line market sales model, can not be driven by the high brand superiority, to strengthen the relationship with the local market, avoid product strategy and market conditions.
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