Winning over second- and third-tier consumers
By Cai Guanghui (China Daily)Updated: 2007-01-18 09:04
Consumers are highly demanding when it comes to product quality and durability because they are not as affluent as their peers in larger cities.
Purchases are usually periodical, considered and follow trends.
Companies should conduct in-depth analysis to create a targeted marketing plan to boost sales and build a good corporate image and brand.
Identify two powerful retail outlets as locations for marketing campaigns. The purchasing power of consumers in second- and third-tier markets are not as strong as those in first-tier cities, so they usually go to home appliance outlets to buy products. Companies have a limited number of influential outlets in which to concentrate marketing resources.
Choose only one or two flagship products in the outdoor marketing campaigns.
Impress consumers with brands to attract new customers and strengthen the brand loyalty of previous customers.
Launch aggressive campaigns over selected time frames. The twelfth month and the first two months of the Chinese lunar year are the most important sales seasons for many products. If companies grasp these opportunities and launch innovative marketing campaigns, they will be able to achieve most sales targets for the whole year.
Prepare marketing formats that target a select group of consumers. Consumers in those markets often tend to follow their relatives or colleagues, so a small group of consumers can bring more people.
The author is a marketing specialist with Longde Group in Zhongshan, Guangdong Province.
(China Daily 01/18/2007 page15)
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