Henan Province is located in the central and eastern part of China. Because most of the area is south of the Yellow River, it is named “Henanâ€. Henan is also known as "Zhongzhou" and "Central Plains", referred to as "Yu". The province has a total area of ​​about 167,000 square kilometers and a population of over 100 million. It mainly consists of Han, Hui, Mongolian, Manchu and other ethnic groups. It has jurisdiction over 16 provincial cities and 2 districts.
Henan has unique geographical and natural conditions. It is located in temperate and subtropical regions with a mild climate. The annual average temperature in the province is 13 to 15 degrees Celsius. The four seasons are distinct and the rainfall is abundant. The annual average precipitation is 700 mm.
Located in the central and eastern part of China, Henan Province is an important hub for China's inland transportation. The province's railway mileage is 3,428 kilometers, and the railway lines of Beijing-Guangzhou, Bohai and Beijing-Kowloon are criss-crossed. The newly opened Eurasian Continental Bridge from Lianyungang, Jiangsu, China to the Port of Rotterdam, the Netherlands, crosses the province.
Henan has a population of nearly 1/13 of the country, which determines its huge consumer market, and Henan has always been an important strategic market for washing companies. At the same time, due to its important geographical location and convenient transportation, it has laid a central role for Henan in the national washing market. Therefore, washing products, regardless of the size of the brand, can almost be traced in the Henan market.
The current situation of the washing market in Zhengzhou, the provincial capital
Zhengzhou City is the capital of Henan Province. It is located in the north of central Henan Province. Zhengzhou has developed transportation and communication and is at the center of China's traffic cross. Zhengzhou has developed trade and is one of the three pilot cities for the establishment of the Trade Center. It has a large number of high-end, multi-functional large-scale commercial and trade facilities and a nationwide commodity distribution market. There are more than 30 annual turnover exceeding 100 million yuan; various national, regional and professional trade fairs held every year in Zheng. There are hundreds of exhibitions and fairs; more than 10,000 domestic and foreign trade organizations have offices or business premises in Zhengzhou. According to the preliminary statistics of the Zhengzhou financial department, in 2005 the city's GDP reached 165 billion yuan, an increase of 15.8%, and the total retail sales of social consumer goods was 70.67 billion yuan, an increase of 14.5%.
The fast-growing economy has promoted the prosperity of the Zhengzhou washing market. Zhonglu Washing City, located in Jingguang South Road, Zhengzhou, is the distribution center for washing and chemical products in Zhengzhou, and the largest and largest wholesale washing market in Henan Province. Unlike other provincial capitals, there are several wholesale centers, and Zhengzhou has only the Zhonglu Washing City. There are two hundred daily shops on the four main streets in Zhonglu Washing City. From afar, there is a boom in the city, and all kinds of vehicles come in and out, loading goods, and it is lively. Going in, visiting all the way, almost every family is talking about business, consulting products, signing, paying... Everyone is busy with busy business. The reporter has been to the wholesale markets of several provincial capitals. The Zhonglu Washing City in Zhengzhou should be the most prosperous wholesale center. There are no idle chat shopkeepers, no boring customers, and some are just a busy scene. A dealer from Xuchang revealed to reporters that she had a friend who was operating in Zhonglu Washing City. The business was wonderful and the assets had exceeded 100 million. From this we can see the current situation and prospects of the entire washing market in Zhengzhou and even in Henan.
In terms of Shangchao, Zhengzhou’s Dennis Mall, Jinbo Mall, and Beijing Lianhua are all very good, and the sales of such fast-moving consumer goods are also quite large. In these places, there are various grades of products, and all of them. Their respective fixed consumer groups. For example, Carrefour and Yichu Lotus large-scale interlocking supermarkets are not particularly good because the geographical location is relatively biased. On the shelves of various supermarkets, the well-known brands still occupy more than half of the position. The era of brand consumption has come, and it can be clearly seen from the shelves of Shangchao. The brands that have been popular in Henan, such as Zhongzhou soap, contradictory washing powder, and Minghua washing powder, are hard to find in the market.
Henan dealers' characteristics
The biggest characteristic of Henan people is that they dare to go to the world. They are located in the Central Plains of Henan. Historically, they are the battlegrounds of the military. The continuous wars and the frequent flooding of the Yellow River have formed the unique character of Henan people: born in Henan, long In the Quartet, there is nothing to run around the country. This gives our company a hint. If you are more optimistic about a certain area of ​​Henan and a dealer, you can invite it to the company to see and use strength to conquer him. Henan people are courageous, but it is also difficult to persuade. As a company, in the face of Henan dealers, the role of propaganda is not great. It is necessary to use the strength of products to truly persuade him.
Henan people also like to talk about ancient but do not like to talk about today. I like to talk about ancient times because Henan has a glorious history. Henan is known as Zhongzhou, and the city of Henan has turned around. There are not many special modern things, but the cultural relics of the dynasties can be met. Henan people do not like to talk about it today because Henan has developed at a slower pace after the founding of the People's Republic of China. In the process of dealing with dealers, it is best to have some understanding of Henan's history, and they will be more accessible when they are interested in something that they are interested in and proud of.
In addition, Henan people are more united, and Henan people call it a group. This is also unmatched by other places. Whether in Henan or in other provinces, Henan people are holding groups, one person is bullied, and the fellows will be together. In many cities across the country, we can see such a phenomenon. As long as there is a successful business in a certain area of ​​Henan, there will be a large number of Henan people being attracted to do this business together, and not only doing the same business, Even the place of residence will be chosen together, and soon a small community of Henanese will be formed. Therefore, if a company wants to open a regional market and contact dealers, it is generally not necessary to devalue other places or other people in order to narrow the distance with the dealers. This will make Henan people very resistant to business and talk about business. If you want to close it, you may be counterproductive.
At the same time, Henan people are informal and simple. Contact with Henan dealers, don't be too cumbersome, don't circle. Laoyuyun: "Henan fellow, eat soup and drink soup." Business representatives can go to the restaurant with the dealer while eating the soup, while going straight to the theme to get the business on the table, this simple way makes it easier for Henan dealers accept.
Second and third line washing market survey
Henan has a large market space, which is clear to every washing company, so that companies are also spared no effort in opening up the Henan market. Of course, if you know more about Henan dealers and product architecture, you may soon be able to open the market. However, if the methods and methods of enterprise development are not correct, it is possible to do everything in their power and it will only be difficult. We have compiled the following data report through a sample survey of dealers in the second- and third-tier markets in Henan, with a view to helping the washing companies.
Current business model
Although the washing market in Henan is booming, it is mainly because of the huge number of consumers, which has created a huge market. Relatively speaking, the economy of the county and township is not very good. According to the dealer survey, monthly sales accounted for half of the 10,000 to 50,000, up to 55%, 10% below 10,000 yuan, 35% from 50,000 to 200,000, and monthly sales at 20%. There are not many tens of thousands of people. This will give our company a revelation, and we must have enough patience to open up the second and third-tier markets in Henan. At the same time, we should not neglect the small orders, and we must have a good mentality of accumulating more and more. Compared with the previous year's sales, half of the dealers said that the business is getting better, 44% said it was the same as the previous year, and only 6% of the dealers said that sales fell. It seems that the prospects for the second and third-tier markets are quite optimistic. For the main factors affecting sales performance, 13% of dealers said that due to product reasons, sales accounted for 35% due to business reasons, 42% said that due to too much competition, 10% affected sales due to poor management. Perhaps the company can get a hint from this set of data: after sending the product to the dealer, it is also necessary to guide the dealer to improve the operation and strengthen their competitiveness in competing with the opponent. Many companies only want to complete the task if they sell the products, but if the dealers are not well managed, they will eventually affect the development of the company. Therefore, companies must pay attention to and help dealers and companies to advance together.
Best-selling product composition
In terms of best-selling products, the entire second and third-tier markets are dominated by low-end and mid-end prices. Shampoo, the best price is 10-18 yuan, accounting for 72%, followed by 10 yuan, accounting for 24%, 19-30 yuan only 4%, and more than 31 yuan shampoo almost no one cares . In terms of skin care products, the best-selling price is 20-40 yuan, accounting for 48%, then less than 20 yuan, accounting for 37%, 40-60 yuan skin care products are welcomed by 15% of consumers, the same, high-end price Less than 60 yuan for patrons. Bath products, 5-10 yuan and 10-15 yuan are relatively favored, accounting for 45%, 5 yuan and 15-20 yuan respectively accounted for 7% and 3%. For toothpaste, sales of 3-6 yuan are more than half, accounting for 53%, 42% of consumers below 3 yuan choose, and the market of toothpaste of 10 yuan or more is narrow. From the above data analysis, Henan's second- and third-tier markets, consumption is relatively low, whether it is washing products, or cosmetics, the best-selling products are low-end price. Then, when enterprises promote products to the second- and third-tier markets in Henan, they should try to focus on low-end products, and the space for high-end products is relatively small.
About business means
In the operation, the dealers take some products for major promotion, mainly based on whether the manufacturers can support the products, accounting for 36%, and 32% of the profit space of the products, in order to promote the atmosphere of the store. Based on 21% of the total, only 11% of the main products with backlogs. Therefore, if the manufacturer wants its own product to become the main brand of the dealer, in addition to giving the dealer enough profit space, it must also provide various support to the dealer, such as gifts, strengthen publicity and so on. For the cost of promotion, 71% of the dealers require the manufacturer to support as appropriate, 24% of the dealers hope that the manufacturers all support, only 5% of the dealers said that it does not matter who the promotion costs. Regarding the difficulties encountered in the business process, 21% of the dealers said that the lower-level dealers suddenly asked for promotional support, 17% said that the most troublesome for them was the sudden price increase by the manufacturers, and 38% of the dealers said that similar products suddenly appeared on the market. They are the most headaches, because the counterfeit and shoddy products impact the market and affect 24% of the business.
For new product selection
Choosing new products to operate, dealers most value factors, 23% of dealers said that they value the brand's popularity and advertising intensity, 23% value the brand's corporate strength and technology advantage, 26% of dealers give manufacturers profit margins To make the basis for selecting new products, 28% of the dealers based on whether the product positioning is in line with local consumption levels. In general, how do dealers pick new products? By participating in industry exhibitions, 34%, and 31% of new products through media advertising information, 22% of companies participating in enterprise ordering meetings, and 13% of corporate salesmen recommending new products. For the addition of new products, 42% of dealers are to increase business categories, 36% in order to increase profits, 14% in order to promote fame, and 8% are in response to consumer demand. Generally speaking, dealers increase the number of new products by 3-6 per year, accounting for 68%, and increasing the number of new products by 11-10%. Only 16% of new products are added, and 5% of new products are added each year. For the elimination of old brands to replace new brands, 12% of dealers said that due to low product profit, 36% said that due to insufficient support from old brand manufacturers, 40% said that due to product sales difficulties, a few dealers said that the original operating brand The terminal closure force is either serious enough to replace the brand.
Dealers look at the market
For the prospects of the local market, most dealers are quite optimistic and have expressed their desire to expand their business scale. For the current dealers, 19% think it is very stable. These people are almost all of them. 38% think that the dealer team is not stable. There are many merchants entering and leaving the industry, and 43 dealers. The business said that the entire dealer team is relatively stable and has a small amount of flow. As for competition, almost all dealers said that the current market for washing is fierce, but only half of the dealers have their own opinions on whether the market share is stable or not. For the vicious competition in the local market, 31% of dealers said that other merchants suddenly cut the price of similar products into the worst competition, while 24% chose to suddenly hit counterfeit products, 42% of dealers said There are some means for merchants to snatch customers with interest rebates. Only 3% of dealers choose A brand to promote low brand B in the promotion is a relatively bad competition in the local market.
Consumers see the market
With the gradual improvement of living standards, the quality of life of consumers is gradually improving. For the future consumption trend, 43% of consumers believe that the purchasing power of the future will increase, optimistic about the future consumer market, while 38% of consumers believe that consumption levels will continue to be stable, purchasing power and current balance, 14% of consumers feel the future variables Too much, it is not easy to infer future consumption trends, only 5% of consumers are relatively pessimistic about future consumption trends, and believe that purchasing power will weaken. Choosing to change brands, what factors are consumers based on? 12% is due to new features to choose to change brands, 27% because of the influence of advertising, 17% of consumers are recommended by friends, 21% of consumers are attracted by the promotion of new brands, and because of increased income 8% of the brands that are reduced or replaced, 15% of consumers are changing brands because the brands they use are not performing well. In the local market, consumers purchase products that are most susceptible to TV advertising, accounting for 38%. Although TV advertising accounts for a large proportion, compared with other urban TV advertisements, Henan consumers are affected by TV commercials. It is already weak. In the Henan market, advertising methods are more diversified, with 14% choosing newspapers, 16% for magazines, 7% for outdoor, 7% for broadcasts, 7% for the Internet, and 9% for cars.
The huge space of the Henan washing market has attracted many enterprises to gather in the land of the Central Plains to work hard, and they have made eyebrows and smiles. In fact, in Henan, a market with huge capacity, whether enterprises can occupy a favorable position, products are not the most critical. The most important thing is to grasp the characteristics of Henan market and Henan consumers. In the market pioneers of enterprises, in-depth study of the characteristics of Henan market, dealers and consumers, and find the entry point, you can open this smoothly. a vast market.
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