The Three Or Four Tier Cities Are Becoming The Blue Ocean Of Large Retail Enterprises.

Under the condition that the number of shops opening in a second tier city is gradually saturated and the market dividends are brought by urbanization, the three or four line cities are becoming the blue ocean of the expansion of large retail enterprises. P

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"P > WAL-MART, Carrefour, Tesco, and" lotus flower "and other large international supermarket chains have launched new formats such as medium-sized supermarkets and community stores in the Chinese market, aiming at small and medium-sized cities.

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< p > < strong > war three or four line market < /strong > /p >

< p > in some industry analysts, the consumption demand of the three or four tier cities is even more substantial.

They found that the total disposable income of the 234 line urban residents is about 7 times that of the first tier cities; the consumers in the three or four line market have a relatively shallow understanding of the brand, and think that the "visible brand" is a good brand; the development of e-commerce in the second tier cities is more mature, while the three or four line market is still dominated by traditional retail. All these factors indicate the necessity and inevitability of large brands' channel sinking.

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< p > another phenomenon that can not be ignored is that in 2012, the urban household electrical appliances market has been facing the challenge of negative growth. However, with the help of the policy of driving home appliances to the countryside and the promotion of the new urbanization policy, the rural market has become the growth highlight of the household electrical appliance industry.

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< p > data show that there are more than 300 two tier markets and more than 2160 three tier markets nationwide.

While consolidating the market advantages of the first tier cities and developing the second tier city market, Gome has announced that it will shift its focus to the three or four tier cities, and plans to open 200 new stores in the second tier cities in 2013.

Suning has also said, "there are 76 two tier market, more than 1600 three tier market has not yet entered, Suning in the two or three tier market there is still room for development."

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< p > today, with the increase of rents and labor costs, several international chain supermarkets have slowed down the expansion speed, and sank the battlefront to the three or four tier market.

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< p > WAL-MART official micro-blog said in a statement recently: "in China, we will adjust the location of individual shopping malls to meet long-term development targets according to the company's business development in different markets.

China has always been one of the important markets in WAL-MART's strategic development. We expect to open 100 new stores in China in the next 3 years.

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< p > it is worth noting that WAL-MART's plan of the extension store includes three or four cities, such as Jiangxi Xinyu, Hubei Tianmen, Guangdong Shantou, Zhejiang Wuyi, Hebei Baoding, Jiangsu Jiangsu and so on.

It is expected that about 30 new stores will be opened this year.

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Similarly, Carrefour has recently adjusted its structure to China, bringing Hunan, Hubei, Henan, Anhui and Jiangxi to the central region, with the headquarters of the central region located in Wuhan.

On the eve of new year's Eve, Carrefour opened the first large-scale County store in Mengcheng County, Anhui Province, and formally tested the three or four tier market.

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< p > as a representative enterprise of the local regional business super, Hunan BBK recently said it would respond to the government's call for the implementation of "urban and rural circulation and reengineering". The BBK expansion shop level will sink from county to township level, and new stores will be set up in some of the main towns in the province.

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< p > BBK's development strategy is aimed at becoming a leading multi format retailer in China based on small and medium-sized cities, with intensive shop opening, multi format and cross regional development mode.

In addition to Hunan and Jiangxi, which already occupy the dominant position in the market, BBK will soon enter Guangxi Liuzhou, and will enter Sichuan at the end of the year.

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< p > < strong > Enterprise sinking mode is different < /strong > < /p >.

< p > regardless of foreign giants or local enterprises, there are differences in their respective development models when the channels sink.

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According to industry experts, the "supermarket + department store" created by domestic supermarket companies and the 30 thousand ~5 shopping mall mode including supermarkets, department stores, catering and electrical appliances basically meet the needs of small city customer groups, so they are doing everything in P.

However, foreign-funded enterprises have repeatedly insisted on the unified mode, unified standard and centralized centralized procurement system. The implementation of "anti localization" has led to the failure of its supply chain to touch small cities.

The reason why foreign supermarkets insist on this mode is due to their past experience.

For example, WAL-MART can succeed in opening a store in a city at all levels in the United States. It is because the living habits and consumption habits of urban residents at all levels in the United States are not very different, but there are great differences in various regional markets in China.

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< p > experts believe that when local retailers are facing the expansion of national chain enterprises, they must have certain qualifications and abilities to survive.

Local retail enterprises should develop the best local attributes and special models, establish some unique local supply chain manufacturers, import some local brand food chain system, and build strategic alliance partners to separate the national chain system.

Take the supermarket as an example, there are three outlets for small and medium-sized local supermarkets, namely, differentiated positioning, chain operation and people friendly service.

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