记者直击豫东庙会经济：烟火气里燃商机 县乡消费“沸腾”进行时｜五一促消费观察

Core Insights - The article highlights the vibrant consumption pulse in lower-tier markets, particularly during traditional events like temple fairs, which serve as a unique window into the economic vitality of county-level areas [1][2] - The growth of the food and beverage sector in these markets is driven by a large population base, increasing consumer spending power, and relatively low operating costs, attracting numerous brands to expand their presence [1][3] Group 1: Market Dynamics - The temple fair in Shangqiu City, Henan Province, exemplifies the lively consumer atmosphere, drawing residents from surrounding towns and significantly boosting sales for local vendors [2][3] - The retail sales of consumer goods in county and rural areas accounted for 40.2% of the total social retail sales in the first quarter of this year, reflecting a 0.1 percentage point increase from the previous year [3] Group 2: Brand Strategies - Major food brands like Haidilao and Xibei are increasingly focusing on lower-tier markets, with over 70% of franchise applications coming from third-tier cities and below, indicating strong demand [5] - New tea beverage brands, including Mixue Ice City and others, are aggressively targeting lower-tier markets, with Mixue establishing over 30,000 stores, positioning itself as a leader in this segment [5][6] Group 3: Challenges and Competition - Despite the opportunities, brands face challenges in penetrating lower-tier markets, as evidenced by the struggles of mid-to-high-end noodle chains that have not seen significant success despite attempts to lower prices and open franchises [6] - The competitive landscape is tough, with established players like Mixue creating significant barriers to entry for new brands, necessitating a clear understanding of target demographics and innovative product offerings to succeed [6]