With the concept of consumer upgrades in recent years increasingly hot, people are changing the demands for the purchase of goods, the basic function has not limited commodity, is no longer a simple cheap biggest attraction. The essence is to raise consumption in total welfare spending, raise the level of consumption in the background, people expect to buy more high-end, good quality, and even more fun merchandise, shopping experience requirements for more and more rich.
Once it comes to consumption upgrade, it is not open around a topic that is "outside the rings." With respect to the education market has been mature and perfect online shopping infrastructure of a second-tier cities, the country still there is a huge untapped or not fully developed line of three hundred forty-five urban markets, but also the residents of these cities in the future upgrade of the main consumer military.
- Advantage under the blue ocean market
According to Maslow's hierarchy of needs, with the great improvement of living standards, consumers will begin to pay more attention to social needs, esteem needs, self-transcendence and other high demand on consumer attitudes began to tend to buy high-end products, for the choice of buying platform is also more likely to reputation and credibility of the platform.
According ××× data show that China's per capita GDP and per capita disposable income in a stable upswing, and by the end of 2017 the scale of China Internet users reached 772 million, penetration rate of 55.8%, more than the global average of 4.1% to the Internet as channels of digital obviously economy is becoming a driving force at the core of economic growth. The focus is referred to three hundred forty-five cities "rings out" as early as 2016, such as security, Yancheng, Quzhou, Nanning, Xining, Yinchuan and other low-tier cities, its actual income (disposable income) case It has generally around 30,000 yuan.
With the rapid economic growth of the city's three hundred forty-five line, now "rings out" small town youth, for attention cheap goods is not the mainstream, on the contrary more than 56% of users are keen Volkswagen brand, the brand recognition than endorsement high; and to the brand, price becomes the core demands, a small town about 65% of young people are not concerned about the current trends, that the right product is the best, more rational pursuit of the brand.
Therefore, the market appeared surprisingly pictures - Jeanswest, Baleno, Bossini, Esprit, these pure "brand", after the loss did not succeed fought four-tier cities. Instead tier cities on the user's level of education brand, much as a second-tier cities, enthusiasm for the Volkswagen brand is the mainstream consumer.
According CBNData "report" shows that the luxury goods market in each class of urban consumers line unit price increased year by year, which the unit price of three to six lines of urban consumers to buy luxury goods in 2015, more than a second-tier city consumers. At the same time, online luxury consumption growth TOP10 cities are almost three to six cities.
Not difficult to see, "rings out" consumption upgrade, is a huge untapped market is not deep blue ocean.
- New Thinking Rush mall consumption
July 15, 2019, the new social electricity supplier Rush line measured on the Mall. As a budding social gamers electricity supplier, Rush out of the mall is not the same road, the town youth focused services, consumer focus outside the rings escalate into warfare mall retail new ideas.
Rush Mall relevant person in charge said that in the consumer wave "rings out" upgrade, the town youth is rising consumption structure optimization, but is limited by factors such as the income level of spending power, the pursuit of cost-effective products and services, the future is still the same number of years the demand theme. At the same time, the pace of life is different from a second-tier cities white-collar workers, as a group of town youth slowdown in the pace of life, consumer groups working under pressure is relatively small environment, the tightness of their social activity and social networking is even higher than a second-tier cities .
In Rush mall operations team view, consumption characteristics of the town is full of youth social elements, even more pronounced than a second-tier crowd. Relying on social networks, find their like-minded friends, look through the "content" resonate, communicate, consumption of new characteristics of the population.
The new face of consumer trends, Rush mall will rely on social networks, by providing quality products explosion models, and with the game of social fission tools, and user groups to achieve positive interaction and tight junctions, and thus form a potential energy consumption. It is understood that Rush mall to electricity suppliers as the basis for social and business model innovation, the core around "so that consumers more valuable," the idea of family life scenarios based on demand, carefully selected global supply chain resources, is committed straight through the supply chain mining and brand settled in two business units, provides a wealth of high-cost goods for hundreds of millions of ordinary Chinese families, help the consumer to upgrade.
Consumption upgrade trend is a trend, whether it is online or shopping needs under the lines are extended towards more high-end, intelligent, playful direction in this environment, which is the electricity supplier new challenges facing the industry. However, challenges and opportunities in the consumer upgrade the tide, every change contains a huge opportunity for the emergence of such a public Rush mall industry innovator, perhaps it will bring new and different solutions for the retail industry.