How to market the middle class

The middle class is not a new concept, the United States has been hailed as the middle class of the country, the middle class accounted for more than 70%, many sociologists view the proportion of the middle class as an important indicator of social progress, middle production is the main force of the deep social purchasing power and plays the important role of transferring culture and speeding up social change. , and the rise of the domestic middle class has been slow, the current proportion of less than 10%; related to this is the overall consumer of the electric quotient or biased towards low-end users, the development of high-end users is still in the initial stage;

Characteristics of the middle class

The so-called middle class, refers to the lower level of people's survival needs have been very well satisfied, and the middle layer of cultural and spiritual needs have been better satisfied, but did not reach the stage of self-realization needs of the class; The characteristics of the middle class can be analyzed from two angles of social characteristics and purchasing power, The combination of the middle class and Chinese culture makes it more obvious in the commercial field:

1, the cultural connotation needs to increase, attaches importance to the product quality, emphasizes the taste, the middle-class consumption ability already no longer stays in the basic survival need stage, they pay more attention to the product itself manifests the culture breath, the product consumption has become manifests the personal life grade One way;

2, brand recognition, loyalty, high value of product quality will inevitably form a higher brand of loyalty, and a single brand understanding and awareness of the degree is very deep;

3, there is a fixed social circle, the middle class pay more attention to social networking resources, pay attention to the distinction between different social circles, but not unlimited extension of social circle, but will be deeply involved in a number of fixed social groups;

4, shopping behavior tends to rational, even in the spiritual level of demand, middle-class consumption is also biased towards rational, conspicuous consumption, impulsive consumption of the proportion is very low, they will be in detail to understand the attributes of products, attention to the practicality of products;

5, the Internet has a deep understanding of the ability to accept new things, the middle class will be born 70 years later, the population is mainly in contact with the Internet earlier people or to grow up with the web, the Internet has penetrated all aspects of their lives and work, the Internet products have a profound understanding, and can follow the angle of the Internet to accept new things quickly;

6, Word-of-mouth Marketing effect of the most obvious, pay attention to the brand, there is a fixed social circle, the impact of products on the middle class is mainly through the word of mouth to achieve;

7, the user obtains the high cost, the shopping behavior is more rational, the conventional marketing means to its influence ability greatly reduces, the precision is the marketing, the deep level marketing inevitably brings the user to obtain the cost the increment;

8, geographical concentration, the domestic provinces of the production batch number of different levels, the middle class is mainly distributed in the first-tier cities and some second-tier cities, business services will be concentrated with the crowd and concentration;

9, emphasis on personalization and differentiation, cultural and spiritual aspects of the needs of an important feature is differentiated, personalized subject is the dominant shopping behavior, differentiation not only embodied in the product itself, but also reflected in the way of shopping, innovative way of commercialization can more attract the eye of the middle class.

Purchasing power is an important economic indicator of social class, according to the World Bank's classification, per capita national income reached 3855-11905 U.S. dollars to the level of middle-income countries, by this measure, in 2011 our country's per capita gross domestic product reached 35181 yuan, about 5584 U.S. dollars, is already a middle-income country, but more than 85% of the users of the online shopping group are middle and low income groups (according to the purchasing power of the network to define the user's purchase capacity, the annual income of less than 50,000 for low-income people, 5.15 million for middle and low income, 15.3 million for middle income, 30.6 million for middle and high income Higher than 600,000 per cent of the high-income earners, while the middle class income can cover the middle and middle and high income of two categories of people, the current size of such personnel is very small, and purchasing power is not well developed;

Fault Marketing

In 2011, China's total consumption of 16.5 trillion yuan, according to the relevant agencies estimated the domestic consumption capacity of the middle class in 2016 will be more than 1 trillion, the market space is huge; take the luxury electric dealer catwalk as an example, its sales in 2009-2012 were 40 million, 200 million, 1 billion, 1.5 billion, with an annual growth of nearly 400 %, even if the industry leader of the Beijing-East growth rate is only half of the show network, high-end product consumption is rising in China, according to the characteristics of the middle class and the layout of the business model will win the opportunity to pay attention to the cultural connotations of products or brands, and truly achieve the perfect combination of products and The electric quotient with this characteristic is mainly vertical type electric quotient; The important characteristic of the vertical electric dealer is the more detailed user stratification and the more specialized service; In the background of comprehensive electric Dealer's full expansion, the vertical electric dealer should deep into the regional market, according to the user characteristics of the region to carry out purchasing power stratification, At the same time cultivate the cultural connotation of the brand or product, taking red wine consumption as an example, domestic wine market size can reach 100 billion, but the consumption of red wine 80% concentrated in the low-end, consumers of red wine culture is very low awareness, or the popularity of wine knowledge is very low, red wine consumption is still in the lower consumption stage, wine beauty, Jiuxian , but also to buy wine and other wine vertical electricity business wine products more than 90% are low-end products, and the high-end crowd-oriented products are mainly concentrated in the offline, high-end users of the online wine purchase market share is very low, with the popularity of red wine culture, the high-end wine market will be favored;

Therefore, the vertical type of electricity dealers in the development of such users need to do a good job in two areas:

First, the product or brand cultural connotation of the implantation, so that it more fit the needs of the middle class; that is, the product as the carrier, the dissemination of products have the cultural connotations, on the one hand, through DM, EDM, SMS and other precision marketing means to specific users to send information, and maintain continuity, So that the middle class can have a knowledge of a certain kind of product continuously, in the information transmission, we should follow the process of simplicity and simplicity to the complexity, on the other hand, use 020 mode to realize the deep interaction between line and line, release the demand of potential users through offline experience or salon, deepen the influence of cultural connotation on consumers. To change the current passive form of the influence of the electric quotient on consumers, deepen the relationship between enterprises and consumers with a more positive attitude, and use this form to form a specific circle, that is, the offline interactive mode of SNS;

Second, the user's subdivision and training, the implementation of the fault marketing strategy; the middle class is still in the rising stage, they have cognition to the electric quotient, but the consumption of high-end products is more conservative, so it is necessary to continue to cultivate the users, according to the age distribution characteristics of middle class and the degree of perception of the Internet, This type of user, especially the high-end users of the male needs 3-5 years of training cycle, mainly because of the consumer purchasing power and knowledge of the product need time accumulation; This can again users from the low-end to the middle class in the process of transformation to establish customer loyalty, but also through the culture of communication brands, And then in the middle class to form the basis of Word-of-mouth marketing, so, plowing is committed to the high-end market in the vertical electric dealer to get the long-term development of the key.