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Research On Brand Consumption Of China'S Market At All Levels

2011/6/15 15:08:00 61

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How to be in brand Breakthrough in competition

After more than 30 years of reform and opening up, the total size of the Chinese market has expanded by 70 times. From the early Japanese household appliance brand to the later European and American brands, to the growing national brand, and the brand name brand that emerged in recent years, the Chinese market has formed a multi-level, multi source brand structure. Chinese brands, especially national brands, need to be forward-looking, and constantly narrow the gap between international brands in terms of product base and brand culture.

Chinese brand dominate market Shanzhai Brand came into being

China's brand has grown stronger and has become the main body of the brand consumption of urban and rural residents in China, occupying more than 80% of the market share. Among them, the famous Chinese brands and joint venture brands account for about 60% of the market share. The brand of Shanzhai, especially in the low-end market, has become a force that can not be ignored, mainly in watches, sports shoes, suits, underwear, mobile phones and other product categories.

Because of the growth of Chinese brands, the proportion of international brands in urban and rural consumption accounts for only about 10%, but at the top end. market International brands still occupy an important position. Competing with international brands in the same market raises a higher demand for Chinese brands. At present, Chinese national brands rely mostly on marketing gimmicks and appearance to win. This is more effective in the fast expanding primary market stage, but when economic development speed is gradually returning to reason and stability, the interest and value brought by performance and quality is the cornerstone of brand power.

Market share of various brands at all levels of the market (%)

The data in the above table are derived from the brand statistics of 18 types of consumer goods consumed by residents, such as drinks, clothing, daily necessities and household appliances, in the sample survey of 9709 urban and rural residents in 2010. Among them, the low-end market is for families whose annual income is less than 20 thousand yuan; the middle and low end market refers to the annual income of families between 20 thousand ~5 million yuan; the middle end market refers to the annual household income between 50 thousand ~15 million yuan; the middle and high-end market refers to the annual income of families between 150 thousand ~50 yuan; the high-end market refers to family income of more than 500 thousand yuan. Since most ordinary consumers identify the joint venture brand as a well-known brand in China, there are joint venture brands in Chinese well-known brands (the same below).

Market share of various brands in some clothing products (%)

Competition continues to escalate, and the gap remains clear.

The gap between the actual brand consumption and the ideal brand consumption of urban and rural residents reveals the potential driving force that affects the brand consumption of future market. The distance between reality and ideal reflects the trend of future development to a certain extent.

First of all, Chinese brands will still face strong shocks from international brands. In the ideal brand consumption of urban and rural residents, international brands occupy nearly 40% of the share of the intention, compared to the current 10% share of the actual share, which means 30% of consumers are full of longing for international brands. With the increase of residents' income and the change of the RMB exchange rate, the price of international brands will continue to decrease, which will be more easily accepted by Chinese consumers. Chinese brands will face more severe challenges. Especially in the high-end market, the share of the international brand will dominate. This means that when conditions permit, urban and rural residents will not hesitate to tend to international brands.

In addition, the cottage brand is only a phased product created by China in the spanformation period. According to the statistics, under the conditions permit, the ideal consumption of urban and rural residents is almost exclusive of Shanzhai brand, and the cottage brand will eventually die out.

Ideal brand consumption of urban and rural residents (%)

Lack of differentiated competitiveness, key parts technology and basic quality are difficult to guarantee. In this brand game, Chinese brands and international brands are not on the same starting line on the basic support of product strength. In the shaping of brand, the fast developing Chinese brand is not lagging behind in the competition of "fast marketing and fast brand", and its means are numerous and numerous. But after the prosperity, what is Chinese brand settling? Is the cultural connotations and service concerns of Chinese brands formed? From the consumers' expectations of international brands, we can still see the gap clearly.

Grasp consumer psychology and form unique advantages

Under the current advantage of brand structure, Chinese brands, especially national brands, need to be forward-looking and take advantage of the current share advantage to spanform them into time advantages, so as to narrow the gap between international brands in terms of product base and brand culture.

While maintaining the market position, Chinese brands need to enhance product strength in a planned way. This is not an overnight job. It takes time to improve product quality, master core technology, manage production experience, and innovate science and technology. And in a simple "eye catching" at the same time, we must find a cultural foundation for brand building.

When many international brands enter China, the original brand image is difficult to connect with Chinese consumers and Chinese consumer culture. Its globalization brand strategy and positioning have limited adjustment space for China's market operation. Chinese brands, compared with foreign brands, have no cultural barriers or brand equity constraints. Chinese brands should take advantage of this advantage.

Chinese entrepreneurs are prone to make two mistakes in making brand. One is to regard their brand of imagination and expectation as brand in the eyes of consumers. The other is only willing to add and unwilling to make subtraction. When brands and products are disseminated, they want to tell all the advantages to consumers, but they do not know what their brands can win consumers' true value. The unique attributes of products are not necessarily the most important attributes. Safety and honourability are important attributes of automobiles. But if all brands emphasize the same value, they will become a "marketing" that marketers call "almost" marketing, which will only make consumers forget your brand.

At present, Chinese brands need to recognize the market structure of their products and find their own unique values, so as to work out a brand breakout strategy suited to their own brands, and win the opportunity to compete with international brands in the future.