中国消费的真相——谁能赢得中国“消费升级”的新战争?

The Truth of China's Consumers

“攻山中贼易，攻心中贼难”。在中国这个广阔而又复杂的必争之地，很多CE0、经理人都会发出类似的感叹。 如何赢得中国消费者的心？波士顿咨询公司在中国13个城市开展了一次大规模的调查，试图解答这个难题。调查发现，一股“消费升级”浪潮正在中国涌动，几乎所有消费品类别向更好的产品升级。同时，中国消费者呈现三个大的心理趋向，并成为大多数公司的挑战，一是快速变化的市场，二是几代人的巨大差别，三是消费升级击败消费降级。 然而，太多公司把注意力集中在销售网络的扩张和近期机会的把握上，而放弃了对中国消费者正在经历的巨大变革的了解。 要成为这个最具战略性市场上的长期赢家，公司必须关注中国消费者和他们的经验是如何推动消费升级和寻宝型购物趋势的，而这一趋势在未来几年中将会带来越来越多的盈利模式。

How to win the hearts and minds of China's consumers? BCG conducted a large- scale survey in 13 cities in China and tried to answer this question.The results indicate that a wave of trading up now comes into being.Consumers at all levels and regions are moving up the socioeconomic ladder and are eager to trade up to new-and better-products. Meanwhile,there are three trends in China's consumers and might be big challenges for most companies:a market in transition,differences among generations and trading up beats trading down. However,too many companies have concentrated on footprint expansion and near-term opportunities at the expense of understanding the massive changes Chinese consumers are undergoing.