Changes In Consumption Habits To Retailers

Last year's McKinsey consumer survey in China (P) reflects several noticable changes that deserve retailers' attention.

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< p > first, < a href= "http://www.91se91.com/news/index_s.asp" > consumption < /a > more emphasis on convenience.

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"P" in the past, Chinese consumers go to one or more shopping malls every day, on the one hand to buy a fresh one; on the other hand, consumers feel that shopping in the mall is an interesting thing.

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< p > now, more and more daily activities are "grabbing" the shopping hours of consumers.

The McKinsey consumer survey in 2010 found that the frequency of consumers' purchases decreased significantly, but their purchases increased significantly.

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< p > shopping was once a very important leisure activity for consumers. China is still the same as other countries.

But we feel that this importance has obviously begun to decline, as more leisure activities are beginning to emerge, and people are more willing to spend time traveling, exercising, or participating in real, pure leisure activities.

From this perspective, the passenger flow in shopping malls may decrease.

This will have some important impact on retailers.

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< p > if businesses build a hypermarket, consumers will spend a lot of time on their free buses and shopping in big stores, but this method is changing slowly. More and more people want to buy things at home, or buy a lot of things by driving to a far away store.

This change may provide better growth for some smaller store models. That is to say, businesses may not need to sell thousands of square meters or tens of thousands of square meters of stores. As long as five hundred or six hundred square meters or one thousand or two thousand square meters of storefront are open, they can provide more convenient services for consumers.

This revelation requires that the layout of the retail industry should be closer to the life of consumers.

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< p > on the one hand, from the mode and layout of retail stores, we need to get closer to consumers. On the other hand, when consumers enter stores, they hope to find what they want to buy faster and easier.

Traditionally, the retail industry in China is not so particular about the layout of the store. The layout of the store is not necessarily consistent with the direction of the passenger flow and the habits of the people. However, the development of this shop will surely improve the need for improvement.

The second is the increase or decrease in consumer choice.

Whether or not it is affected by the financial crisis, consumers begin to consciously and unconsciously carry out the consumption budget redistribution in different product categories.

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< p > on the one hand, the total consumption expenditure of consumers is on the rise, but the rise is uneven.

Quite a lot of consumers are not spending on all kinds of products, but on the contrary, they are even trying to cut expenditure or maintain certain kinds of products.

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< p > at present, from a number of directional data, it is obvious that consumers are more willing to control expenditure in daily necessities such as food, especially packaged food, while many consumers want to increase spending on electronic products, entertainment related products, fashion a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > and so on.

The market is experiencing a process of readjustment of the consumption budget, which has some impact on retailers and consumer goods producers.

This reflects that after the development of Chinese residents' living standard to a certain extent, consumption choices will change. From the simple attention to the rich diet in the past, they now feel that eating is such a thing. What they want is a good consumption experience, such as electronic products, fashion, etc., which can directly give consumers the sense of enjoyment and rich experience.

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< p > from the retail point of view, electronic products, < a target= "_blank" href= "http://www.91se91.com/" > clothing /a shop stores or online channels will have further development opportunities in the coming period.

Especially for the younger generation of consumers, the demand for these non essentials will be further enriched and improved.

Another is the lengthening of consumption activities and the enhancement of regional concept.

The concept of regional consumption of consumption is enhanced and broadened.

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< p > with the improvement of China's overall pport infrastructure, especially the development of high-speed rail and motor vehicles, the area within three hundred or four hundred kilometers is more closely interconnected.

The survey found that the regional characteristics of consumers are further strengthening.

In a big regional concept, the consumption psychology change between the original second tier cities and the two or three line cities is further narrowed.

In other words, the consumer's activity radius has increased and stretched.

In the past, due to inconvenient pportation, Shanghai and the relatively remote counties and cities in East China did not have frequent communication.

Now, with the convenience of pportation, the convergence of consumption is increasing.

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Less than P, the choice of urban consumers in Jiangsu and Zhejiang provinces has increased, and they can go directly to Shanghai.

This has different effects on products of different categories.

For example, is the strategy for high-end goods still necessary to continue to go deep in the city level? Is it to open the store to a lower city such as Hangzhou, or as we increase the probability of consumption in Shanghai or Hangzhou? Some high-end products and luxury goods should play a better role in the flagship store of the central city.

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< p > past, < a href= "http://www.91se91.com/news/index_c.asp" > < /a >, more emphasis on opening shop to further go on, but I think, in the current circumstances, some high-end brands may need to emphasize the market status of the flagship cities, and further strengthen the role and influence of flagship cities on the two or three tier cities.

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