Economic laws are vast, those who follow them prosper, and those who go against them die. Only when enterprises follow the trend can they spend the winter safely.
Economic base determines consumption concept, consumption concept determines consumption attitude, consumption attitude affects consumption behavior, and consumption behavior affects the choice of end products, which ultimately determines the life and death of enterprises. Therefore, if enterprises want to gain a firm foothold in this round of economic crisis, they must change their production and marketing strategies, seek new target markets, and let enterprises "survive the winter" safely.
The "market research on the new trend of consumer shopping under the financial crisis" conducted by brand research and planning institutions in a large supermarket in a city shows the shopping behavior of consumer stores;
1. The brand's virtual consumption dependence is declining, and consumers are more concerned about what kind of actual product benefits they get after paying the money. The perceptual consumption behavior of spending high prices to pursue famous brands is restricted.
2. Consumers' behavior of holding money is obvious, and they are more economical, and the consumption of enjoyment and luxury consumer goods is shrinking. But put money into the consumption of daily necessities.
3. In the purchase of goods, we should be more rational and pay more attention to the cost performance of products.
4. In the process of purchasing decision, the influence of advertising is declining, and the end product experience is more popular.
5. The selection time of the final product is prolonged. Consumers are willing to spend more time carefully comparing the differences of similar goods on the shelves.
From the above investigation and analysis, it can be seen that consumers' consumption is becoming more and more rational. For those brands that have always dominated first-and second-tier cities, it is better to take the strategic route of encircling rural areas by cities in the case of shrinking consumption brought about by the economic crisis. Through a relatively high brand image advantage, a large number of miscellaneous brands in the rural market will be eliminated. As the most terminal economy, the rural market is less affected by the economic crisis, which gives some brands time to alleviate the economic crisis in stages.
In recent years, the central government's policy orientation has paid more and more attention to reducing farmers' burden and increasing farmers' income, while the rising prices of agricultural products, agricultural tax relief and free compulsory education have greatly increased farmers' income. Then more migrant workers returned home under the economic crisis, which greatly increased the consumption power of the rural market. On the one hand, they brought back a lot of cash, on the other hand, they brought back the consumption habits in cities, paving the way for the formation of rural consumption concepts. In addition, the brand awareness of rural consumers is relatively weak, so it will be a rural opportunity for small and medium-sized brands.
During the economic crisis, consumers are becoming more and more rational, ignoring virtual value, paying more and more attention to the actual value of the product itself, and spending more and more money. Therefore, enterprises should focus on designing some real goods with relatively low price, grade and cost in their product lines. Although the grade and function of the product have declined, the price has also declined, which is what consumers can see, feel and care about most, so this kind of product will be accepted by consumers and can add clothes and food for enterprises in winter.
The winter brought by the financial crisis will be very long, so enterprises should act as soon as possible to make full preparations for the safe winter!