Rural Clothing Market: When Is It No Longer &#34, Eat The Rest Of The City?

Clothing consumption, as an important part of rural residents' consumption, shows great market potential.

The huge consumer base in the rural market

The relative vacancy, the gap in brand communication, and even the consumer psychology that some rural consumers still maintain are the advantages of brand clothing enterprises to develop the rural market.

Although some brand clothing enterprises have begun to explore the rural market, it is regrettable that compared to the huge market value, this "partial" quantity is small and powerful, which not only can not play the role of the guide, but also rapidly improve the rural clothing market, and it is easy to take the wrong road and become a new restraining factor.

Price decision determines purchase decision

Since the reform and opening up, the rural labor force has poured into cities, not only improving the income of rural residents, but also creating a new batch of rural consumers.

On the one hand, they want to get rid of the label of rural people, demand higher clothing quality, learn to pay attention to brands and follow the trend; on the other hand, they retain the rationality and pragmatism of rural consumers, and consume more conservatively.

The longer contact with the outside world, the greater the impact on their consumption concept.

In addition, the rural college students have been growing stronger. They have accepted higher education. They are different from the ordinary rural consumers in their consumption concept. They play a role of "opinion leader" in their families and have a lasting impact on their family consumption concept.

Through investigation, it is found that rural residents purchase clothing mainly according to the price and product quality, and the proportion is 85.35%, 69.04% respectively, which indicates that the consumption of rural residents is more rational and pays more attention to the price performance ratio of products. Secondly, the proportion of styles and colors is over 25%, indicating that rural consumers begin to have diversified demands for the beauty, individuality and style of clothing; the consumers who choose the brand also have nearly 17%, indicating that the brand awareness of rural consumers is gradually improving; the lowest occupational demand factors are considered, which is determined by the particularity of the rural economy, and also indicates that the brand which is based on professional white-collar workers is not suitable for developing the rural market.

Traditional channels can not meet the needs of young people

The choice of location for rural residents is varied, not only related to the main living areas of consumers, but also to consumers' satisfaction with the rural clothing market products.

Consumers' dissatisfaction with products may lead directly to their consumption in the county.

In the survey, the basic satisfaction and satisfaction of the existing products are mainly middle-aged and elderly consumers. Such consumers are more practical, but their consumption behavior is decreasing. They belong to their children's purchase. The nature of the gifts and compensation psychology put forward the consumption demand for the clothing of middle-aged and old people. The dissatisfied group tends to be younger, and their consumption concept is closer to the ordinary consumers of the city. At present, the rural clothing market is obviously unable to meet their needs, which is also the reason for the urgent need to upgrade the rural clothing market.

Second line brand paradise

It can be seen that the majority of rural consumers maintain a general level of consumption. The proportion of higher consumption has reached 22.22%. The stronger the consumption capacity of rural residents, the more active the rural market will be.

For rural consumers, the acceptance price of single garment (with spring coat as example) is mainly 100-200 yuan interval, followed by low-grade demand, and a higher proportion of consumer demand is also willing to undertake.

It can be found that rural residents have the demand, ability and desire of consumer brand clothing. At present, the rural market is more suitable for the development of the two or three line brand.

The survey also found that rural consumers prefer domestic two or three line brands, such as XTEP, Anta, duo, Ayilian, Metersbonwe, YISHION and so on.

Already stationed

There is a certain coincidence between the brand and the preference brand of rural consumers, which indicates that they have taken the lead in the rural market.

Which media is the most efficient?

In terms of media contact, rural consumers are most exposed to television, with the peak from half past seven to ten at night. Newspapers, magazines and other paper media are far from being popular. Newspapers mainly focus on daily newspapers, and magazines mostly focus on vulgar entertainment magazines.

In addition, there are network media. Although broadband networks have not yet been popularized in rural areas, with the rapid development of smart phones, young rural consumers are highly active on platforms such as micro-blog, WeChat and QQ.

In the investigation of brand campaign publicity effect, although the current brand communication activities have some positive effects, they have more exposed the poor media environment in rural areas and the trust crisis of media dissemination.

The rural living environment is very different from that of the city.

In a city, the tense pace of life requires people to understand the outside information quickly and comprehensively through various media.

In rural areas, the internal information exchange is quite active. The rural acquaintance society in one village and one town has created good conditions for brand word of mouth communication, and the rural consumption environment is relatively simple. Consumers have not been faced with more temptation and choice, and their brand loyalty is relatively high.

In particular, the consumption characteristics of families are more prominent in rural areas.

The burden coefficient of rural families is relatively high. Due to the lack of a sound welfare and security system, children's education, support for the elderly, medical accident reserve funds and other issues have successfully suppressed their desire for consumption, so that they have a strong sense of "back to mind", and the concept of consumption tends to be conservative.

Rural productive consumption is greater than consumption.

Generally speaking, mothers are responsible for family life consumption.

Clothing consumption is different from household appliances and other durable goods consumption. Its decision-making process is much simpler. At this time, when family conditions improve, but other living conditions are temporarily unable to improve, they often breed ideas for improving their clothing, so there is a high consumption index in clothing consumption.

The management dilemma of traditional channels

Operators can be roughly divided into three categories: first, self operated self-employed individuals, from product selection to product sales, to store management, are independently completed by the operators, the smaller operators are generally not trained professionally, and two are "class managers" who have certain professional knowledge or have a closer relationship with their bosses in personal relations, and have no more autonomy in their personal business. They are mainly responsible for management and sales, generally employed in clothing Supermarkets, and three are brand store distributors or brand store operators. These operators have several advantages over the former two, namely, complete product circulation, professional training, brand products and more high-end store image. Rural clothing market

In the interview, the operators put forward several dilemmas that they are currently operating:

The first is the restriction of "going to market" in the traditional rural market.

"Bazaar" is a market that has been formed in rural areas for a long time to solve the residents' daily shopping and assemble a group of peddlers in a fixed place.

"Fair day" is cyclical, usually once every five days, such as "one or six" on the lunar calendar or Gregorian calendar.

Unlike urban consumption cycles, they are divided into working days, weekend days and holidays.

For a long time, the rural clothing operators are faced with the embarrassment of "four days off", but even the cost of wages, taxes, rents and other related expenses still need to be paid. This is not only a waste of resources, but also a greater pressure on the operators.

Although with the development of the rural economy, the activity of the rural market has increased, the day of non market gathering is also gradually becoming active, which has reduced the pressure of sales. However, the contradiction between the profits and costs of the sale day is still not solved in the short term.

The two is vicious competition.

The composition of rural clothing market is complex. There are large shops, individual operators, clothing Supermarkets, brand clothing stores, etc. the complexity of components makes competition more intense and disorder.

In recent years, the attractiveness of Datong shop has been greatly weakened, and its consumption crowd is aging. However, the lower cost makes it still support for a period of time.

Individually run shops have different quality and different prices. The operators themselves decide the grade of the shops and the elimination rate is high.

The clothing supermarket is better than the former two from store image to product quality to scale, and the price performance is more popular in the rural market. The distribution of brand clothing stores in the rural market is relatively scattered, and its influence is limited.

In the rural market where brand awareness is not yet popular, lower cost means greater advantage in price war. Generally speaking, the lower the proportion of brand products on the market, the more fierce the price war is.

Three, there are sales level problems, such as unstable sales volume and unreliable pricing methods.

Sales peak is usually around holidays, especially before and after the Spring Festival. The season is a small peak. Usually sales are hard to break through. Many businesses say that if there are no discount promotions, there are basically no customers to patronize.

Brand clothing stores say that most rural consumers are accustomed to the more virtual pricing mechanism that can be negotiable, which makes them suspicious when facing the brand products of the marked price. The deeper reason is that the rural consumers are not willing to pay for the brand value.

At the same time, through the years of edification of the shopping mall, the pioneer of the marked price, a number of consumers who like the marked price are trained, so that a more pparent pricing mechanism will make them feel more secure.

This is a major contradiction in the pricing of the rural market. To develop and upgrade the rural market, a healthy and stable pricing mechanism is indispensable.

The survey found that the awareness of brand image and brand communication by traditional channel operators is still very weak, but there is a strong sense of word of mouth marketing; in promoting sales, they like to start with the price directly; there is no professional consumer service concept, although the product price goes up, but the consumer experience has not improved.

Therefore, when brand clothing is developing the rural market, it should not only increase the number of exclusive stores or agents, but also pay attention to the quality training of franchised stores operators and carefully choose agents.

Market forgotten by first line brands

From the brand category, the brand currently entering the rural market

It is generally the two or three line brands in the country, such as YISHION, Semir, etc. most of them are women's wear and youth brand, while men's clothing and middle aged and old children's clothing brands are few.

From the form of communication, most of which are based on exclusive stores, and there are no systematic publicity strategies through posters such as new products, discount promotions, holiday privileges and so on.

In terms of brand products, products that are out of date in the urban market tend to appear in the rural market, or large discount promotions, or high profile sales.

Taking the rural market as a place of sale, on the one hand, it has raised sales volume, relieved stock pressure to a certain extent. On the other hand, it shows that these brands do not pay enough attention to the rural market. With the growth of rural clothing market, the demand of rural consumers and the entry of new brands, they will be faced with the risk of being eliminated.

In the survey data, it is also found that rural consumers can distinguish brands from non brands, and have a certain impression of the brand, but lack a deeper understanding. Some consumers have the consumption demand of brand clothing, but the rural market can not fully meet this demand at present, so that many young consumers tend to choose the county and city consumption. Rural consumers almost have no contact with brand clothing enterprises except brand promotion activities, which is related to the lack of rural media.