Consumer Behavior Analysis In Northern Provinces Of China

It is sensitive to price benefits. (as far as I know, such as "able people, Paul gae" and other brands in the Northeast market share is good, retail price is around 150 yuan); (2) for most men to pursue personal psychology, sense of value, beauty, personal status and image of the meet, the national shoemaking base has targeted to develop shoes to meet northern consumers, part of the male consumer demand psychology has been mainly "Guangdong manufacturing base" and "some international brand of edge brand" as the representative of the brand satisfaction, and Wenzhou products technology win enterprises such as the ostrich, Saint Roland and other enterprises for the needs of the northern consumers, the market operation is pretty good. Analysis of consumer behavior in the northern provinces (1) the general characteristics of northern consumers: the choice of male consumers in the northern region focuses on men's shoes style, fashion and price, and quite a few men return.

(3) according to the investigation of the northern market in the first half of April and May, the footwear brands in Wenzhou are fighting for market share. For example, the four brands of the Northeast market, such as Australia, Ru, Ya Lang and Nen, have striving for their relatively large market share from the four subdivision angles (popularity, quality, selling point and price 4 aspects), and adapt to the different needs of the North customers from different angles.

For example, Xinjiang people are more popular in the shoe last of "long thin" square heads (the instep is thick), and the northeast "pointed round head" shoes are very popular (northeast foot long), and the shoes in northern Shanxi, such as Datong, are close to the styles of northeast and Beijing, Tianjin and Mongolia, and other places are pluralistic. The northern market is a relatively weak brand area, and there is still much room for the brand men's shoes market. So how to do a good job in the northern region's market? (4) the northern market is also divided, and consumers identify regional shoes: such as the northwest region.

Brand strategy: focus on regional brand building.

Talent strategy: strengthen training and have personality in marketing thinking.

Service strategy: to provide humanized and affectionate service to the terminal network, product strategy: the rapid introduction and digestion of information in different places, the competitiveness of marketing, and the shoe companies' product life cycle marketing.

Development strategy: highlight the characteristics of men's shoes counters, put forward the first "men's shoes monopoly" concept, become the "Goldlion" brand after the apparel industry to stand out for the men's self-confidence and success brand shoes.

Terminal strategy: the exhibition provides the form that the industry can not imitate.

The strategy is to focus on the development of the northern region and make the "big and complete" shoe enterprises unable to match the advantages of the products.

Price strategy: small profits but quick turnover, make use of purchasing power, cost advantage and advantage to compete for customers.

Follow up strategy: to form certain advantages by imitation or supplement, and win part of the market share.

The following is my own part of the northern part of the distribution center survey information: Urumqi: the most competitive brand impact on the brand is the leather shoes style, bottom and last shape. In the product mix, the brand should be more fashionable, the bottom material is thicker, and the last shape should be slightly advanced.

Harbin: there are more competing products for brands. For example, the brand history, last shape, process and leather materials are relatively stable, and the output is more able to meet the needs of customers.

Beijing: as opposed to competitors, Beijing is mainly marketing products. Therefore, in terms of product requirements, shoes must be done well, too many shoes are out of order, and paint is always removed. This will affect customer loyalty.

Taiyuan: in terms of product mix, we should develop (Supplement) the atmosphere in the future, let the wearers have the leadership style, the brand should serve the person with status, and the leather material is calf skin.

Shijiazhuang: customers like to compare the brand with Wang Sheng. The product requirement is: soft bottom is the best.

From the above, we can see that the agents in the North focus on product marketing. The product marketing strategy adopted is: 1. In Guangzhou, the development and design institutes are established. Compared with the competitors, the first is to see the new product information, absorb and rebuild it in time, and strive to develop the new speed faster than others.

2. Strengthen production capacity, and lease the production workshop with low cost on the basis of the superior hardware of the enterprise, and weaken the impact of the shortage of skilled workers in Wenzhou on the brand.

3. The combination of its own products and OEM products enriches the adaptability of products to the region.

(4) develop products with the regional distributors, and have star facilities for the total distribution of bosses, so that during the off-season (usually 1-2 months), the distributor can discuss the product development plan with the company development department.

5, seize the life cycle of the product to do a good job in the northern regional market, through the research and grasp the market trend and popular characteristics, to dig out the profit space of the product.

Part of the northern part of the terminal mode of operation: Lanzhou: shoe city, shopping mall counters: Urumqi: exclusive store: Harbin: it is appropriate to make major shopping malls and counters.

Taiyuan: at present, only the shopping mall counters can be used, but the franchised stores are quick to enhance brand awareness.

Shijiazhuang: shopping center island, counters, shoes city, according to my information from the front-line market in the northern market, at present, as Erkang Kang sweeps Shanxi, Japan and Thailand keep Shaanxi firmly, the red dragonfly is alone in Lanzhou, and Saint Roland is stationed in Tianjin, Australia, Liaoji and Yalong.

From the case of competitors, we can comb some clues of terminal operation for our enterprises to use for reference.

(1) Wenzhou shoe industry brands do better in red dragonfly, Japanese Thai, spider king, and so on, which are typical representatives of mass footwear marketing. They are brand strategy + franchising or franchised chain or franchising + management advantage + service system. They can learn some experiences in monopoly and terminal management.

(2) under the same product positioning, the most competitive and rising potential competitors can be products such as the flying ostrich and the saint Roland brand (the representative of technical product marketing). They develop differentiated products and increase the added value of products. The terminal form: product development strategy + special counter ensures the leading position of the product industry, and can learn from the experience of developing and listing some products.

(3) the brand competition for brand competition by individual competition includes Ya Lang, Xiang card and so on.

The terminal forms of such brands: market segmentation strategy + shoe city or counters (4) follow up brands: Huang Hao, Falcon, San bio and so on, we can understand the survival way of the compensation brand, terminal form: imitation or innovation or supplement marketing ideas + a certain area's terminal development form. (5) the brands that win the price include Paul, Desai Thielen, Xi Ou cat, red snail, and Carlo Odoni (price competition are more successful representatives), how to make the best leather shoes with the best price.

Terminal form: price strategy + shoe city or convenience store chain, in the price competition, the best technology to make the most cost-effective products.