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1、零售商可通过哪些方法获得二三线城市的市场 挑选合适的城市。减低风险、提高投资收益率,是零售商在挑选拓展业务的城市时要考虑的首要问题。尼尔森城市发展指数通过综合考察贸易发展、购买力、计量趋势和零售商数据,综合、系统地总结了城市的潜力,以确保拓展计划能够实现战略目标。 创造有效的渠道策略 。从多种渠道业态和概念中选择最佳商店业态,以满足当地顾客的要求,这是至关重要的。不同的业态能够满足不同类型顾客的消费诉求,如大卖场,商品选择多,购 物时间长,价格相对便宜,适合休闲购物的人群。而便利店提供方便快捷的购物方式,适合年轻但对价格不敏感的消费者。超市作为两种业态的互补,也具有很好生存空间。 赢得二三线消
2、费者 。二三线城市的消费者更青睐一站式购物、为了乐趣而购物、寻找质量好的产品。在二三线城市,超过40%的消费者将购物作为一种休闲活动,其中一成消费者认为“购物消磨时间的好地方”。 与此同时,二三线城市消费者更倾向于习惯性消费,并较少转换门店。本土零售企业由于熟悉消费者需求,在提供本土化日常用品的同时,提供友好的购物环境。随着消费者与门店及其工作人员的感情联系日益深厚,对零售品牌的忠诚度也不断提高。 提供合适的商品组合。要找到二三线城市中最佳的产品组合,需要了解地区性偏好的差异。与内陆市场相比,沿海二三线城市的消费者更容易接受进口产品和新产品。A3P tGZ7R4I30kA1DkaGhn3XtK
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