This article was first published on WeChat public account: Jiang Yan vision observation. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.
Once upon a time, we thought that the world was the era of China Cool Alliance. Everything was changing quietly. When the OV called the factory sister machine seized the market, when the fast hand became the most successful application, when When Mo Mo quickly rose, the hills changed the banner of the king, and where did the rumors of making money go?
——瀚哥
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Once upon a time, most of us still stayed in the era of tall, but the times are undergoing tremendous changes. One year ago, when we talked about mobile phones, the big brands of domestic mobile phones in our minds were Xiaomi, Huawei, and Meizu. When it comes to news, it is still Weibo and WeChat. When it comes to video, it’s still Youku and Tudou. However, just less than a year has passed, and the times have changed dramatically since we unexpectedly.
In the mobile phone industry, OPPO and VIVO, which are called factory sisters, have surpassed Xiaomi and Meizu to pursue Huawei. In the news industry today, the headlines have become the top ten Internet companies in China, and they are fast in the video industry. Mo is grabbing the market at a speed we can't imagine.
When we are confused about what a ghost is this? The real opportunity to make money is also sneaking away from us. Today, let's talk about it. When the factory sister machine, fast hand, and Mo Mo are behind the success of the brand we are not familiar with, what kind of profit logic is behind it?
First, the change of the place to make money: urban consumption upgrade
If, as Rebbs said, what do you think is the cusp of different eras? Most people will agree with one idea. In 2000, IT hardware was the cusp. In 2010, the Internet was a slogan. In 2015, Internet+ was the vent, but what is the vent now? Some friends who are in contact with the investment circle may talk to the elder brother about the content. They will say that you see WeChat, Weibo, today's headlines, Momo, and fast hands are all content providers, including your brother, who said OPPO and VIVO's success. It’s the old gameplay in the Internet age, so isn’t it the time to open the old gameplay? Therefore, the slogan of this era is that the content is king, last year was the Internet Red Age, and 2017 was the content age.
My brother does not deny that content consumption is now standing on the cusp of the Internet, but the content is by no means an explanation for the success of fast hands, Mo Mo, OPPO, VIVO. My brother believes that the key to their success lies in the fact that this is the Internet awakening of consumers. . All along, many companies have such a thinking, who our users are, our users are middle-class who can afford products, indeed this thinking is not wrong, but the wrong is the range of the middle class is wrong. In the past, for a long period of time, Chinese cities showed obvious characteristics of urban stratification. In the first-tier cities such as Beishangguang and the provincial capitals of various provinces, due to the high level of economic development, the purchasing power of urban residents is strong. These residents have become the focus of most companies. If you have satisfied the needs of these people in the past ten years, you can basically say that you have a market.
We have seen Xiaomi and Huawei open experience stores in core cities. Payment services in many places are the best in the core cities. Indeed, the core cities are the focus of our attention for a long time, but I don’t know if you have found them. The difference in the original urban consumption lies in the difference in urban income. The regional income difference is the key to the problem in the long period of reform and opening up. Shanghai will definitely have higher income than the central Hefei and Nanchang, so pay attention to high income. The crowd is not the most critical thing. Over the years, the problem has changed. On the one hand, from the income level, the income gap between different regions is decreasing to a certain extent. The income of most third- and fourth-tier cities is no longer different than the income of the first- and second-tier core cities. On the one hand, the consumption expenditure of residents in first- and second-tier cities is increasing in a large amount, and the cost of living, travel and food are much higher than those of third- and fourth-tier cities. The reduction in income gap and the difference in living costs have led to the result that the disposable income of most first- and second-tier central cities is not as good as that of ordinary third- and fourth-tier cities.
For example: suppose a Shanghainese and a Chengdu person, according to the statistics released by the Bureau of Statistics, Shanghai's per capita wage is 6378 yuan, Chengdu's per capita wage is 5600 yuan, the wage gap between the two is 778 yuan. However, the average house price in Shanghai in April this year was 54,520 yuan per square meter. The average house price in Chengdu in April this year was 11,838 yuan per square meter. It is assumed that everyone is working for about three years. Under the same living conditions, Shanghai people only have real estate. The burden is five times that of Chengdu people, but the income gap is so small. Under the circumstance, Chengdu people have far exceeded the same level of Shanghainese in terms of disposable income.
This is the root of the problem. The consumption of various cities in China has begun to escalate, and the core of consumption upgrading lies in industry and population:
Once upon a time, the core cities in the southeast coast were the key points to accept industrial transfer, so they became the first cities in China to get rich. However, as the cost of labor in core cities continues to rise, in order to reduce labor costs, a large number of factories Beginning to transfer the manufacturing base from the original core city to the third- and fourth-tier cities. For example, Foxconn transferred the original Shenzhen Longhua factory to Sichuan Yixian. As the third- and fourth-tier cities continue to undertake industrial transfer, the original wealth creativity has been transferred from the core cities to the third- and fourth-tier cities, which has led to the rise of income in the third- and fourth-tier cities.
In addition, with the gradual entry into the market after the 90s and 00s, they became adults. The education they received for many years made them gradually awakened by consumer consciousness. In this respect, the core cities and the third- and fourth-tier cities are not much different. However, as mentioned above, the core cities often have to bear high housing prices and high prices. These living costs make the disposable income less pitiful. Every month, when young people return the rent, water and electricity, and credit card bills, there is no more money left. At the time, how can I still have the strength to spend? However, for the young people in the third- and fourth-tier cities, they have a lot of balances after deducting the cost of living. These disposable incomes have become the driving force for consumption.
Therefore, the upgrade of consumption has brought about changes in the place of making money. From the perspective of consumer purchasing power, third- and fourth-tier cities already have purchasing power that is not weaker than the core cities of first- and second-tier cities. Even because of lower living costs, this purchasing power is better than that of first- and second-line cores. The city is stronger.
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Second, the urban consumption homogenization brought by the mobile Internet
Earlier, we talked about the level of purchasing power even beyond, which is the level of demand. So, let’s take a look at the supply level now. In the past, the reason why first- and second-tier cities were better than third- and fourth-tier cities was because the richness of commodities varied greatly. Some commodities can only be used in Wangfujing, Beijing 600859, and there are shares in Shanghai’s People’s Square. The sale, and you are not seen in the malls of your own city. However, with the popularity of Internet e-commerce, the biggest role of Taobao, Tmall, and Jingdong is to erase the regional differences of goods directly. Whether you are surfing the Internet in Sanlitun, Beijing, or surfing the Internet in a small county, you see The goods are the same.
These same goods may only have a slight difference in freight rates, but these differences have long been offset by the previous purchasing power. From the hardware point of view, the popularity of the Internet is an important cause of consumption upgrades. Broadband speeds up and downs, 4G networks sink to towns and even rural areas, allowing the Internet to achieve a full-scale outbreak in third- and fourth-tier cities. This kind of outbreak has also led to a phenomenon. This is the sinking of products. I believe that many friends who live in the first and second tiers will definitely feel why I rarely see people using OPPO, VIVO, and people who use Momo and fast hands. Not much, but how did these products succeed?
This is the difference in strategy. Before I wrote a special article, I discussed the core key points of OPPO and VIVO in the channel. Through the all-passage of the 1234 line extending in all directions, the industry has achieved success. In many third- and fourth-tier cities, Xiaomi, Huawei is really difficult to achieve channel access, but OPPO and VIVO can be realized. On the other hand, compared with the fast pace of life, friends in third- and fourth-tier cities will have a slower pace of life and can be used for leisure time. More, so this time brush microblogging, play Mo Mo, look at the fast hand, read today's headlines, will be a leisure channel.
The success of these Internet products lies in the investment of users' time. The longer the users immerse the products, the more valuable these products are. From this perspective, the busy people in the first- and second-tier core cities, you are not worth the money. The customer, not why, because your time is too little.
The upgrade of urban purchasing power, coupled with the homogenization of urban consumption, has caused problems. A lot of opportunities to make money are not in first- and second-tier cities, because people in these cities have no money to buy, and they lack time. People in fourth-tier cities have huge numbers of users, plenty of purchases, and more free time, which makes them a potentially valuable user base. In the past, we talked about rural encircling cities. The Internet era can serve the vast majority of people in the third- and fourth-tier cities. Is it a better opportunity to make more money?
There are more readings every day, and the face changes naturally. Many times, I may think that many books I have read have become a smoky, no memory. In fact, they are still potential. In the temperament, in the conversation, the endlessness of the chest, of course, may also be revealed in life and writing. - San Mao
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