2024下沉消费市场新商机研究报告

Industry Overview - The report highlights the significant growth potential in lower-tier markets, which account for 70% of China's population (approximately 1 billion people) and cover 300 prefecture-level cities, 2,800 counties, and 40,000 townships [7] - The GDP of county-level economies accounts for 38% of the national GDP, with the top 100 counties contributing 10% of the national GDP despite occupying less than 2% of the land and 7% of the population [8] - The report identifies key sectors such as food & beverage, retail, healthcare, and education as having substantial penetration opportunities in lower-tier markets [16] Consumer Behavior in Lower-Tier Markets - Consumers in lower-tier markets prioritize family and health, with children and health being the most significant factors in spending decisions [21] - Brand loyalty is strong, with consumers preferring high-quality, trusted brands that enhance their quality of life [25] - Information channels in lower-tier markets are more reliant on personal relationships, as consumers in these areas have fewer opportunities for passive connections compared to urban areas [21] Business Models in Lower-Tier Markets - Lower-tier markets exhibit longer store lifecycles and more stable business operations, but face stronger competition from independent stores [28] - E-commerce platforms, community group buying, and live streaming are the primary channels for product purchases in these markets [24] - The report notes that while chain stores face intense competition, they also benefit from the stability of lower-tier markets [28] Case Study: Cosmetics Industry - The cosmetics industry in lower-tier markets is characterized by high demand for affordable, high-quality products, with domestic brands gaining market share [35] - Skincare products, particularly sets, contribute nearly one-third of facial care sales, with a notable recovery in demand post-pandemic [34] - Domestic brands like KANS and Proya are outperforming international brands in the mid-to-low price segments, with KANS achieving rapid growth through innovative marketing strategies [39][43] Case Study: Outdoor Apparel Industry - The outdoor apparel industry is experiencing rapid growth, with penetration rates increasing post-pandemic, particularly in categories like jackets and sportswear [67] - The "mountain style" trend, which blends outdoor functionality with urban fashion, is gaining popularity among young consumers in lower-tier markets [71] - Brands like CAMEL are leveraging their supply chain advantages to offer high-value products at competitive prices, catering to the price-sensitive nature of lower-tier markets [79] Case Study: Coffee Industry - The coffee industry in lower-tier markets is driven by the need for affordable, convenient options, with brands like Luckin Coffee adopting low-price strategies to penetrate these areas [106] - Coffee consumption in lower-tier markets is more focused on leisure and shopping centers, contrasting with the office-centric demand in urban areas [110] - The report highlights the importance of community stores and transportation hubs as key locations for coffee brands expanding into lower-tier markets [110] Case Study: Burger Industry - The burger industry in lower-tier markets is highly competitive, with brands like Wallace and Tastien adopting unique strategies to differentiate themselves [125][128] - Wallace focuses on a cooperative franchise model and low pricing to meet the demand for affordable meals, while Tastien emphasizes innovation in product offerings, such as handmade burger buns [125][128] - The report notes that the burger market is highly saturated, with brands needing to focus on either penetration through cost advantages or differentiation through product innovation [132]