Shishi Shoes And Clothing Enterprises Take The Road Of "Rural Encircling The City"

"Do not neglect the spending power of the three or four tier cities. Today, the purchasing power of the first and second tier cities is becoming increasingly saturated and the competition is intensifying. The people of the four or five line cities like Xinyang, Hubei, Shashi and Sichuan Mianyang have strong consumption power in Henan.

Sales of the three cities in the first half of this year increased by three times compared with the same period last year, while sales in other four or five tier cities also showed an unequal increase.

Not only that, but staff members of marketing department of Mu Lin Sen shoes company revealed that the company has held a replenishment order in autumn and winter in 2010, and the three or four line dealers are adding goods enthusiastically.

Xu Zong, a company who has worked with nine famous companies, such as nine herdmen, rich birds and shimia, introduced that last year, the Ogilvy Integrated Communications Group launched the Market Research Report on "in-depth China". Last year, it visited several typical areas of the three or four tier market in China, and deeply contacted the consumers of these markets from the aspects of life culture, consumption and market.

Since the financial crisis, national policies to encourage consumption have been promulgated. Home appliances to the countryside and cars to the countryside have achieved good results. The three or four line city market has been nurtured.

For the definition of the three line city, there are many standards such as statistics, industrial standards and advertising standards. But generally speaking, the general definition of the three or four line market is widely distributed prefecture level cities and county-level cities and counties, which are the "peripheral areas" of the 80 large and medium-sized cities, and the forefront of rural urbanization.

"As far as I know, Shishi many" non big brand "shoes and clothing enterprises are attacking the three or four tier cities.

Xu said that in the vast market of the three or four line cities, there are many "brands" belonging to the market. These brands are not necessarily big brands. For example, YISHION, whose annual sales volume reaches 8 billion yuan, is YISHION's main three or four line market before becoming bigger and stronger.

Insiders believe that if successful occupy the three or four line market and have a certain brand influence, and then extend the business mode to the whole country, success will have a solid guarantee. "This is also the only way for big stone companies to become bigger and stronger."