Most people have heard of such a Ordos story: One day, a handsome farmer came to Beijing to see a high-end real estate requirements of existing homes. Wearing shoes of the farmer Yang Touxiang point of view, the sun stung his eyes, he can only hand Dachu a pergola, under the hot sun, the sales lady continually cut out with a supercilious look will definitely not buy a house with this old man, Then the farmer speak of: “This unit, in addition to the first floor and top floor of the positive side, I asked for a whole.” Since then, the manager ordered that as long as the accent of guests must be greeted and informed him the first time .
that accent came from Erdos. However, people joke about the Inner Mongolia region on consumer behavior, may have forgotten, all of consumer behavior and psychology, are common in the economic and cultural development, the formation of the unique role of consumer culture. This is not just bold character created by spending billions of dollars, but the surge in wealth and relative backwardness, and even the fault of the consumer culture, a common form of behavior.
late August this year, we in the western region of Inner Mongolia Erdos two representative cities, Wuhai, a total of 20 investigators launched a nearly a month of research activities, research mainly involves the residents consumer and lifestyle concepts. Ultimately, we see that the consumer culture of the region was a serious polarization: as part of a “going out” experience of young people with the first fully synchronized consumption of the city, do not follow the crowd, the brand has its own aesthetic attitude; and the older then stick to a regional brand awareness, preference is still three two “top brands.”
young Liu Shuang, 27, opened a in Wuhai called “Koi” pizza. After graduating from junior high school, the family business in the field put her to Tianjin to study. After graduation, Amy Liu Shuang opened a clothing store in Tianjin, until two years ago, a chance to return to Wuhai do business with her husband, Liu Shuang back together with her husband. Nothing else, like what to do with Liu Shuang, the end, she decided to open a pizzeria. Liu Shuang know before opening his own shop will not make money too, “did not keep up with consumer culture here, in addition, I want everything authentic, the cost is too high.” Liu Shuang, but because “they like and want to one can chat with friends and drinking places “, and to store up the preparations.
store all of the renovation, articles, a small dish, large sofa, lamps, Liu Shuang all checked back from the field, even the store mural Liu Shuang, and guys are a strokes out. “I like to drink coffee, coffee maker must be fully automated, in Wuhai, we are not the only, it is also one of the few fully automated coffee machine shop using my oven is BLODGETT, one to 70,000.” Fact Liu Shuang know on her customers to understand coffee, identify good and bad pizza tastes very few people, but still insist on authentic Italian-style fast food to them.
Meng Meng Liu Shuang few knowledgeable customers, he read French books for five years, driving a Volkswagen R36, this car looks and sagitar similar car, with 3.6 displacement, at $ 52 million, of which, and Wuhai, Ordos people buy cars look brand, the consumer after the concept car look far. Meng Meng is now Beijing, Wuhai, Erdos three lives, and come back every year like the outdoors with her husband across the desert. Whether dressed or philosophy of life Mengmeng young people with identical first-tier cities.
Kowloon in this survey is the youngest one, he had just graduated from Inner Mongolia Normal University, Department of Economics and now work in Erdos City Propaganda Department. The last two years in Hong Kong it like to wear a few brands, such as 5CM, izzue, these brands even in Beijing, Shanghai can be considered first-tier cities such Tide brand, in the understanding of the luxury, he referred to Vacheron Constantin.
no matter where these young people, have maintained a self-confidence, their dress and life have their own ideas. Their common feature is the well-off, all have experience living and studying abroad. With the improvement of living standards, where many families sent their children to study outside the region or even abroad. This group of youth, the rapid increase in household income young people, enjoy the great wealth of material, combined with well-developed network of information channels, they have a young first-tier cities to synchronize with the channels of information, therefore, compared with parents , consumer culture and philosophy has made great progress.
increasingly public mental
Shuang Liu, Meng Meng, Kowloon Wuhai with them as representatives of the Ordos vanguard of young people with first-tier cities with similar consumption values, but another part of the , more young people, brand, trend awareness, will be subject to geographical constraints. Because in this relatively closed environment independent, has formed its own set of popular system.
have done the clothing business for six years, Xiao Yuan recently in reflection, “We are mistakes, and had a big brand on the agent and now consumers have to buy there Hohhot, Beijing and some brands. “Xiaoyuan Xi Huan fashion, clothing, all in imitation of the local trend is a pioneer, and now, business is booming outside of her clothing in addition to, and her husband have invested in a nice hotel. She does not yet have a luxury, but recently have purchased plans, favorite brand LV, GUCCI, for the other brands do not yet know, PRADA had not heard.
and Xiao Yuan Similarly, for luxury goods, consumer awareness of this region is also largely limited to the LV, GUCCI, some other brands Chanel, Prada and other big cities recently very popular brand is very popular rarely mentioned.
“stores must be large, have momentum, the exhibit seems to be high-end lighting, shopping guide on doing business here is too important.” Yuan Xiao said to us, “Here consumers, especially older larger, can not often go out shopping for some consumers, the brand awareness is still relatively weak, often rely on shopping guide recommended. “Xiao Yuan store shopping guide everyone has their own VIP customer database,” few people time, let them turn their small, call customers and tell them into new goods, or to give them with a good one, let them try. “
In The survey, most respondents are reluctant to admit that they will be affected by the impact of changes in consumers around the style of dress, but in fact consumers are in fact very popular with the local circle of culture. Liu Shuang have also agreed. “To eat pizza in our shop are often Zhuangshan Kuo Taitai, but they do not seem to mind, but also feel we have quality people to each other are.”
But recently also for the future, Xiao Yuan the beginning, some concerns, “more and more people out, many major cities and some people began to buy the brand.”
dahongmen BMW parked outside the red is
a native of Inner Mongolia girl, 30 years ago, the parents came from the now legendary Erdos Wuhai make a living. In 2004, the “good fortune tellers,” she married his junior high school students, after a few years, with coal, her husband has become one of the best rich Wuhai. For our children education, in 2007 they moved with his family to Beijing. In Wuhai and Erdos, many wealthy families will be for our children education in Hohhot Beijing, or home.
first came to Beijing red, favorite places to go dahongmen clothing market in Beijing, she often drove her bike BMW 745 and the family to dahongmen. In Wuhai and Erdos, dahongmen clothing market is a shopping destination that many people aspire to, because at the local, many of the goods they buy from dahongmen, but wholesale to local, prices are much higher. Thus, in Dahongmen, but often you can see Monte K (Erdos), Meng C (Wuhai) or license plate of the BMW 7 series Mercedes-Benz S series. However, this phenomenon is not due to the riches of the people to keep thrift habit, but they are affected by local consumption, even after just moved to big city life, this effect still continues. For example, they find a good local brand, came to Beijing will still feel good.
In our survey, it is obvious that a total of 18 respondents have a car, two cars were no older than 50 years old is a teacher, because without a car, “also did not get a driver license “, the other is the well-off family, school specially flew to Beijing will be customized to buy Nike shoes, university graduates,” next year will buy it, just two months ago to work some in the government now open high-profile. “
While in the car on durable goods such as generous, but in everyday consumer goods, these groups are relatively cautious. Car as the Audi A6 and Mercedes-Benz C300, aunt Wang Ningning feel that clothing is priced no more than $ 500. In addition, the brand, in addition to their favorite Belle, Staccato is very common in this type of national brands, but also like some of the rare brands in the big cities, such as three-color, clothing and Hong Li Ying, silk Plaza.
living in Inner Mongolia Erdos Wuhai and hinterland, the two closest major cities are the capital of Ningxia Autonomous Region, Yinchuan and Hohhot, capital of Inner Mongolia Autonomous Region. Flow of information in accordance with the law of fashion, these two regions themselves to receive information on the slower speed. In addition, U.S. scientists 亨利克维加 Gould social trends in the “off trend” in the analysis to the trend in the evolution process, advocated a strong culture of people receive information faster, and the Inner Mongolia region to be the whole culture improved. Thus, even if the purchasing power of local residents has reached a very high level, the awareness of the brand and still need to identify a gradual process.
However, as more and more time to settle in Beijing, as well as increased opportunities to go out, this gap is gradually reduced. Today, red has been living in Beijing for four years, the last two years she has very little to go dahongmen the one hand, “Now that buy the good stuff” on the other hand, she also asked for the brand increased. Every so often, red family will travel, there are many opportunities to Hong Kong or abroad, she began to like LV, although they are not very willing to spend money, but what of her husband and son will be the best. In her husband birthday, she would carefully choose a new LV, belt.