When Gucci Enters The County Town, Those Who Buy Luxuries Are Not Soft At All.

The county town was burning in 2019.
There are about 3000 county towns in China, which are less than a million small towns. They used to be the deserts of modern commerce. Pedestrian streets, night markets and temple fairs are the three main commercial forms. In the county town, the cottage is rampant. It wants to sell some decent brand goods. It's not Taobao, or tens of thousands of cars.
Now things are changing.
Wanda Plaza, Yue Yue square and Yintai department store have been stationed in the county seat. There are three or four shopping centers in a small town with a population of 6. 7 million. They also brought the international brands such as UNIQLO, Costa, Zhou Shengsheng, even SK-II and Gucci to the county seat.
People began to re examine these small cities with a population of only one million, and found that this is the long tail area in the true sense. Behind that vast area is trillions of markets, which contain huge commercial increments, as well as opportunities to re shuffle and bend over.
"Sink! Sink! Go to the county seat! "
In less than a year, "entering the county seat" quickly became a new commercial consensus, and the county seat was no longer the place that young people wanted to escape. Who has captured the county seat and captured the minds of the consumers of the county town is going to be one step closer to the future.
And these are just the beginning.
　　 The three kilometer battle in the county seat
The war in the county town has never been so fierce.
In the early November, all the shopping centers promoted the banner of Haining. The small town of Zhejiang Province, the 700 thousand population, was bustling and tense.
The atmosphere spread from the streets to the elevator. Yintai City, Haining, put the ads of single products in the building. The poster "as low as 599 yuan" and "the highest reduction of 400 yuan, the highest cost of sending 800 yuan" was shown to the local residents as the elevator stopped at different floors.
120 kilometers away, 1 million 50 thousand people in the county-level city of Cixi, the major shopping centres for consumers' attention struggle, also reached the highest point in a year, Yintai and Yue plaza have launched stage interaction, night market food festival, Overlord meal, membership discount and other activities.
In early November, Yintai department store in Haining prepared for double 11.
The billboards on the roadside were discarding early. Three kilometers is a watershed, and within three kilometers of its own stores, it is not allowed to enter the advertising space of its competitors. However, the content of publicity is infinitely close to the other's territory, and it is best to enter the "three kilometers" range of the other party.
The major retail giants and commercial real estate companies are racing against the clock to seize ground in the county seat.
Yintai entered Cixi eight years ago and entered Haining six years ago. Among them, Haining Yintai city has a construction area of 430 thousand square meters, and the two phase is under construction. The Aegean Sea belongs to the Red Star Group, which entered Haining in January last year and entered Cixi in September. In Liyang, Jiangsu, Wanda Plaza just opened for more than half a year, and the Yue Yue square outside 4 kilometers was opened for less than a month. This small town with a population of less than 800 thousand will have third shopping centers in South of Jiangsu.
The signal of these phenomena is that the commercial competition of the county town has been pushed to an unprecedented height.
The flames of war spread to buildings.
When new department stores and shopping centers compete for customers through WeChat tweets, members' activities and online raffle tickets, the shops that hang on the streets all year long can only watch "fairy fight".
Besides advertising billboards and event marketing, the dimension of competition has also been refined to the price of a single product.
This year's double 11, Cixi Yintai built a "grindstone" plan - almost every day there will be dedicated to competing research, to ensure that the price of their products force competitors, "we want to ensure that our prices are the lowest in the city, in the double 11 period, to be refined to each paragraph."
Net red chain PK cottage chain
With Yintai department, Wanda Plaza, and Yue Plaza entering the county seat, international brands such as McDonald's and Costa have also been sinking.
County level format is becoming more and more abundant.
In Haining, the video hall, game hall and dance hall in the early years are still open to the outside world. New KTV, cinemas, honey Snow Ice City, ancient Ming milk tea and Zheng Xin chicken row are not uncommon.
These successful entry into the county, without exception, have high performance price ratio.
Compared with a second tier city, the consumer power of the sinking market is weaker, consumers are more sensitive to price, and the price performance ratio is the best way to enter the county seat.
In some county shopping malls, less than 100 meters within the scope of close to famous products, hibiscus life and other three main cost-effective chain stores, the afternoon of the shop there are many people in the selection; walking street less than 30 meters away, opened two ancient milk tea.
These brand names that cost more and more have brought more design stores, more textured products and more competitive prices. All in all, the product is cheaper than you. No doubt, this has caused an impact on the local format. Those "Yiwu small commodities market", which is on the ground floor, is no longer booming. The store is cold and clear, and is on the brink of being eliminated.
Yintai, a county in the county, will also have obvious differences in the planning of brand and product in Yintai, a second tier city. For example, in the women's clothing area of Yintai and Wulin Yintai in Cixi, the proportion of the former pieces is far lower than that of the latter, and the cost performance is even more prominent.
Of course, it is not a large chain with the price to enter the county seat, it can be unimpeded.
Many brands will also encounter "Shanzhai" awkwardly in the county seat. Similar to "XX superior", "all good supermarket" stores, in the county town is not uncommon, doorstep color matching and design and famous brand products, family convenience store similarity is quite high. Some of them also became small local chains.
　　 SK-II, Dior and Burberry entered the county seat.
When the cost performance strategy is often tested, does the county need luxuries?
The answer is yes.
Mr. Haining people remember that in the winter of ten years ago, Haining men went out dressed in pure mink, which was a luxury item in the shopping environment at that time and a disposition for men to decorate their faces.
At that time, there were not many shopping places available to locals. Besides Haining Leather City, it was the local Hualian Supermarket. Later, with the entry of Yintai city and Aegean Sea, the choice became more and more.
The consumption potential of the county is large, and the demand for consumption upgrading is quite large.
SK-II, health water, snowflake and other high-end skin care brands have entered the county seat through collection shops and franchise stores. The service industry in the county seat is also growing. In Haining, there are only more than 300 beauty shops on the third party platform. The area of the city is only 54 square kilometers, and its resident population is less than 700 thousand.
In July this year, the Luxury Collection store "Xi you" was opened on the first floor of Yintai, Cixi. Dior, YSL, Champion, Burberry, Fendi and other high-end women's bags and clothes are displayed in the shop. The unit price is covered from seven hundred or eight hundred to ten thousand yuan.
People in Cixi have shops in the West.
The store manager said that before the Cixi people bought luxury goods, they usually went to Ningbo or Hangzhou. After the Cixi shop opened in the west, many members were quickly accumulated there. There is a couple of customers, a single shop consumption amount reached ten thousand yuan.
However, compared with a second tier city, the consumption power of the county is still lower, so there will be more emphasis on the choice of goods and less luxury products. The price of a skirt in a store is about one thousand yuan, which is only equivalent to the price of an ordinary new product in Hangzhou shopping malls.
In the west, there are bags displayed on the walls of the shops, with Gucci, YSL and other 10000 Women's bags on the side, and the other side is MK, Furla and so on not more than 3000 yuan package.
The clerk said with a smile, the bag of 10000 yuan is "bait", used to support scenes and drainage, can attract consumers to come, really sell well or one thousand or two thousand or two thousand or three thousand light luxury bag.
In other words, luxury goods enter the county town, but the luxury is the first.
The county has to be further stratified.
QuestMobile data show that the user scale of subsidence market is more than 600 million, and the data can not be underestimated. Taking three thousand counties in the country as the starting point to stimulate consumption in urban and rural areas is the best way to open up the sinking market.
In the future, the competition for the county seat will go to a more detailed level.
Although the same county is called the "sinking market", each of them has its own particularity.
In the industry, Mr. Wu uses Haining and Cixi for example, and is a relatively prosperous county in the north of Zhejiang. But Haining is still in the "enclosure era" where capital and giants are slowly entering. Haining's subway to Hangzhou is about to open. The sub campus of Zhejiang University is already under construction. The population of the city will increase further. It is a typical incremental market with considerable room for growth.
Cixi, a county like this, is a typical stock market, which will not expand in a short period of time. Population growth has also entered a bottleneck stage, which means that the incremental space is not large.
Previously, the local commercial competition has been through several iterations, and many of the less competitive players have been eliminated. Next, Cixi's local commercial competition will enter the contention and reallocation of the stock market.
The battle for County town has just begun.