Five particularities of Chinese consumers
Any market behaviors, to solve the contradictions are all buying and selling, it is the universality of contradictions. At the same time, in any market, the major premise to formulate correct strategies is need to be pay special attention to the market contradictions. The development of the Chinese market has been in a relatively closed state, not to mention Western countries, even in Asia, our market economy development is extremely unique. Multilateral trade is just carried out in recent years, so in Chinese market, the major premise to formulate correct strategies is need to be pay special attention to the market contradictions. So, what is special about contradictions of the Chinese market?
First, the number of consumer is large, the consumption capacity is extremely unbalanced.
The coastal area of China has entered the well-off level, while the mainland areas still go straight towards well-off efforts. Just said goodbye to the shortage economy in the near future consumers, consumer mentality is not yet mature, generally in a state of perceptual knowledge is stronger than rational consumption. Despite some improvement in recent years, but still followed the law of dissemination or advertising without qualitative changes.
Second, pay attention to the most obviously product utility function
Focus on price, relatively neglected comprehensive value-added products, such as security, environmental protection and so on. Like buying a T-shirt, good-looking, durable and low price is the primary consideration of Chinese consumers. But, whether the formaldehyde content is excessive, whether the dye is safe, a few people has taken it into account. Meanwhile, China consumer perception of brand is still at the stage of using awareness to measure the size of brand.
It is worth noting that most Chinese consumers think that product value is more valuable than the brand and added value of the brand or other factors bought. The price of a product should be determined accordingly.
Third, the natural trust in products from developed countries, less suspicious
This aspect is the comprehensive strength of the spread of the developed countries, due to the long-term impact on the Chinese consumer psychology formed. More importantly, on the other hand, we must admit that after a long development of commodity economy, the developed country formed a more professional, more stringent product quality standards. There are more standardized and effective market surveillance system. In other words, a lot of products in developed countries (but not all), the quality is really good than similar domestic products, especially in the scientific and technological level and the level of technology. Very cruel, but true!
This kind of trust is formed by a variety of complex factors. So many similar products in China to compete with them, it should be said that in the hearts of Chinese consumers, they are not equal at the beginning. Although perhaps domestic product quality is likely better than abroad. Although the foreign products in domestic production is likely that further OEM. This fact is very cruel, but real, and before the Chinese entered the ranks of moderately developed countries, this mentality will always exist, there may be changes in the amount, but the quality will not change.
Fourth, Believes the new concept, believe in magic
Has nothing to do with the identity, knowledge, wealth, Chinese superstition is almost everywhere more or less, only in a different form.
The numerous absurd taboos and preferences in everyday life, so whenever there is a new concept and amazing, always had followers, little analysis of these concepts and the magic of science and rationality. China's market is an endless stream of new product concepts, because no matter how absurd the notion, there are consumers believe. Believes the new concept, believe in magic, allow us to have a good point to entry when we made a marketing strategy. It is based on product functionality, while also paying special attention to avoid publicity creates fantastic impression of superstition.
Fifth, Kindness, credulous, forgetfulness, complaints and actions are inconsistent, I believe live reputation, believe the media
China market is often such a strange thing happened, a product because of something was exposed, and was silent for a few months, he started to hype, the sale result is still very well. Consumers seem to have forgotten unpleasant.
Special attention to the particularity of Chinese market, Chinese enterprises and Chinese consumers is the premise of making correct market planning.
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