Foreign Brands Attack Kunming. There Are Many People Who Love To Follow Suit.

International clothing brand H&M was queued up for sale

Since May, Kunming has ushered in the first Starbucks and the first one.

Foreign brands have become the new trend of the city. Are Kunming people so fond of following suit?

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Do Kunming people really follow suit?

Square: Yes, consumer inferiority causes.

On the day of the opening of H&M, Miss Wu, a reporter who ran the economy, became a lucky few who were invited into the store early. She had watched the three longest serpentine long queue outside the three floors.

"Is there really such a clothing brand in Kunming? The answer is obviously negative."

Miss Wu also observed that although the queue was very long, the waiting people were in a good mood. They showed a strong sense of pride and excitement. They talked and laughed, took a group photo, and enjoyed the process of queuing.

She believes that the queuing rush reflects a sense of consumer inferiority.

Counter: No, it's a burst of energy consumption.

"When anything comes to a city, it always leads to popularity, because the accumulated consumption energy suddenly exploded, which is a manifestation of consumption hunger and thirst."

Zhou Hongmei, a senior analyst at the consulting firm, told reporters that although Kunming belongs to the second tier city, it is not a "brand desert". Many luxury brands have already entered early, but the threshold is too high. Only a few people have the ability to "taste fresh". In the long run, they have accumulated a lot of energy consumption.

According to a survey by Ogilvy and Mather, this survey also supports this view: "the survey shows that more than half of the consumers in the two or three tier cities in China are not very satisfied with their current life, because they know more and more about the life of the first tier cities through Internet, watching TV and traveling, and create a psychological gap.

Therefore, consumers in the two or three tier cities are more likely to try and accept new things than the consumers in the first tier cities. They are more enthusiastic and more impulsive.

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Onlookers: in fact, all parts of the country are the same.

"In fact, the whole country is the same. We can't just laugh at our Kunming people who love to follow suit.

Miss sun, who has been studying in Chengdu for 4 years, is in her memory. The first bustling scene of Starbucks's opening in Chengdu is absolutely comparable to that of Kunming.

Wang Na, a girl in Shanghai, told reporters that when H&M opened in Shanghai in 2007, it created a record of 2 million yuan per day for a single store, which is the sum of the total sales of 200 Chinese clothing brands.

"Let's not see Kentucky Fried Chicken is everywhere now, but it was also a novelty more than 20 years ago. It's very impressive to get married in KFC."

In the memory of Zhang Xinyu, a tourist in Beijing, in 1987, KFC opened its first restaurant in Beijing and became a major tourist attraction after the opening of the front gate of Beijing. The most interesting thing is that the third floor of the front door Kentucky is fixed for people's wedding every Sunday.

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90's consumer groups are rising {page_break}

In the trend of catching up with foreign brands, the 1990s have already been at the forefront.

In the crowd of queues at the gate of Starbucks, young faces accounted for the overwhelming majority.

A girl bought a couple of cups in one breath. "I have two of my own, the rest are for my classmates."

Her name is Ding Ding. At the age of 21, Yunnan Arts University students are very eye-catching when they dress up.

Reporter: which one do you prefer, domestic products or foreign brands?

Ding Ding: I am very patriotic, but I still believe in foreign brands, especially clothing. The design of domestic products and foreign goods is not on the same level.

The strength of Chinese products must be those of traditional handicrafts, such as cheongsam and so on, but I can't run across the streets in cheongsam.

Reporter: how much do you spend on this aspect of consumption?

Ding Ding: it must be more than half. I like to buy it. The cost of spending is far more than the budget.

Reporter: what should I do then?

Ding Ding: credit card, like last month bought a IPAD, I just use credit card brush, and strive to save money to repay debt.

Ding Ding, who holds the idea of "credit card consumption" and "brand supremacy", is a microcosm of the 90's consumption crowd. According to the sixth census data, China's population born after 1990 was 264 million. They grew up in the era of globalization. Most of them had been educated and had not experienced "Misery" days. Accumulation of wealth was not deep. At the same time, they pursued a fashionable lifestyle and pursued the quality of life.

Therefore, in the opinion of experts, the consumption desire after 90 is stronger than that after 70 and after 80, and it has become the most potential consumer.

Consumption concept, brand selection has blind obedience.

Starbucks sells a comfortable experience economy, and H&M is the representative of "putting fashion on the top for the first time".

It is the international consumption concept that comes from foreign brands. Yang Fan, a senior analyst at the field consulting organization, thinks that the consumption of Kunming people is gradually becoming internationalized from tradition.

"From now on, we can see a lot of imported food stores everywhere. The demand for clothing, food and home in Kunming is getting higher and higher. This shows that the quality of life of Kunming citizens is improving."

Yang Fan believes that Kunming consumers still have a certain degree of blind obedience in choosing brands, and it takes time to form a healthy, mature habitual consumption.

Look, old Kunming people are super stylish.

"Actually, during the Republic of China, Kunming people were already very fashionable, and were very receptive to new things."

Wang Xuehong, Dean of the Economic Research Institute of Yunnan University of Finance and Economics, thinks that the enthusiasm of Kunming people to foreign brands is historical, and is not simply a herd behavior.

At the beginning of twentieth Century, the opening of Kunming and the Vietnam Vietnam Railway opened up, and the north and South merchants of the South were interconnected. The influx of foreign commodities made Kunming popular in the society.

For example, "the house is mostly western style". The main building of Yunnan's lecture hall is the French architecture. The main street of Kunming city is three city street, Golden Road, Nanping Street, etc. the paved houses on both sides are changed to western style buildings.

Kunming's nightlife began to rise. Sports games, books, newspapers, civilizations, films and so on began to prevail.

Such a fashionable and fashionable social psychology is more prominent in clothing. "Old Kunming people are good at face, they can not be careful about eating, but they are very particular about dressing. They must wear good clothes when going out, and Western-style clothes are naturally the first choice."

In addition, under the conditions of pleasant climate and abundant materials, Kunming people have developed a small emotional tone. "There are quite a few of those who used to play music and music on the edge of the city wall."