大品牌为何抢滩县域

Core Insights - Major brands are increasingly expanding into county-level markets, reflecting a shift in consumer demand and economic development in these areas [1][2][3] Group 1: Market Dynamics - The opening of Sam's Club in Jiangsu Zhangjiagang marks a trend where retail and hospitality brands like Starbucks and Hilton are targeting county markets, previously dominated by urban centers [1] - The number of "billion-dollar counties" in China has exceeded 60, with county and rural markets accounting for 38.8% of the total retail sales of consumer goods in the first three quarters of this year, highlighting their role as a significant growth engine [1] Group 2: Supply Chain and Infrastructure - Improved infrastructure in counties supports supply chain efficiency, reducing costs for major brands entering these markets through optimized models like centralized procurement and distribution [1] - Policies such as consumption subsidies and incentives for first-store openings are encouraging brands to explore new market opportunities [1] Group 3: Challenges and Adaptation - Brands face challenges in maintaining their image while adapting to local markets, requiring a recalibration of positioning and product offerings to meet local consumer preferences [2] - High-end brands may struggle with reduced foot traffic and competition from local alternatives, necessitating a flexible approach to market strategy and collaboration with local industries [2] Group 4: Consumer Experience and Lifestyle - The expansion of major brands into county markets represents not just a product offering but also a transfer of consumption concepts, lifestyles, and aesthetic standards, enhancing market vitality and consumer accessibility [3]