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Voitto Lippu
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Liittynyt: 24 Tou 2005
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 Lähetetty: 19.5.2015 5:16 Viestin aihe: Tulevaisuudessa pako pienempiin kaupunkeihin? |
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Mielenkiintoinen ennustus siitä, että tulevaisuudessa alueelliset kaupungit tulevat vetämään ihmisiä puoleensa enemmän kuin megakaupungit. Artikkeli kertoo, että seuraavan vuosikymmenen kuluttua 80 % aasialaisista asuisi maaseudulla tai alle 500.000 asukkaan kaupungeissa. Luonnollisesti olisi ympäristön kannalta varmaan parempi, jos näin kävisi. Kuitenkaan muutto suurkaupunkeihin ei lakkaa, se vain jää jälkeen tälle uudelle trendille. Esimerkkeinä tällaisista kaupungeista artikkeli mainitsee Johor Bahrun ja Kota Kinabalun Malesiassa sekä Cebun Filippiineillä.
| Lainaus: | Brand managers told of big move to smaller cities
THE NATION May 19, 2015 1:00 am
WITHIN the next decade, 80 per cent of the Asean population will live in rural areas and small cities of under 500,000, so brands should think small for big growth, according to Nielsen.
Increasing business activity, cross-border trading and demographic shifts are some of the key forces driving population growth in Asean's smaller cities, emerging towns and rural areas, which are considered the "sleeping giants" of the next decade.
While Asia's future megacities attract significant attention when it comes to the city trends shaping the region's future landscape, the projections for the Association of Southeast Asian Nations tell a different story, with 62.6 per cent of the region's urban population forecast to reside in cities and urban centres of under 500,000 by 2025, Nielsen says in its report, "The Age of Asean Cities: From Migrant Consumers to Megacities", which examines the influences that will shape development in the region over the coming decade.
While many consumers will continue to gravitate to mega and super cities (32 per cent growth over 10 years), the biggest population growth will be seen in cities with populations of one million to five million. Across Asean, the population of these cities will increase 51 per cent from 34.9 million now to 52.6 million in 2025.
The population in large towns and small cities of less than 500,000 will increase by 18 per cent to 231.8 million which, combined with the estimated 324.3 million rural population, will account for 80 per cent of the Asean population.
For marketers and brand managers, the smaller population centres throughout the region are important growth markets, with healthy demographics and an emergent middle class.
Regan Leggett, director for Nielsen Southeast Asia, North Asia and Pacific's client services, said recently that looking beyond Asean's megacities to understand future consumer "hotspots" was the most powerful starting point in identifying emerging economic opportunities and the strategic approaches and segmentations needed to approach new markets.
Burgeoning potential
Johor Bahru and Kota Kinabalu in Malaysia and Cebu in the Philippines are three examples of regional cities with burgeoning potential.
"New consumption hotspots are emerging across Southeast Asia, such as clusters of industrial estates where manufacturers are leveraging cheaper land and labour," he said.
"This in turn is having a knock-on effect of attracting migrants and stimulating local economies."
The conditions prevalent in local areas, such as infrastructure and transport and access to technology and education, have a significant influence on consumer behaviour and patterns.
As Asean's smaller cities and rural areas continue to become more developed, their populations are increasingly well-educated, have higher levels of disposable income and are more aware of trends outside of their local marketplace.
There are considerable rewards on offer across Asean's rural populations as spending power in-|creases.
Many of these consumers are at the very beginning of their relationships with packaged and branded goods, and even a modest growth in spending power among such a large population equates to notable revenue potential.
To tap into these markets, brands should focus on product innovations that cater to the challenges, lifestyles and requirements of rural and small city consumers.
Smaller product sizes or single-use portions appeal to shoppers |with growing purchasing power and traditional trade retailers who are challenged with storage space, Leggettsaid. |
http://www.nationmultimedia.com/business/Brand-managers-told-of-big-move-to-smaller-cities-30260409.html
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