China's lower tier markets: Rise of the provinces

With tier-1 and 2 cities already explored by domestic and foreign brands, the next areas of mainland China to target are middle to lower tier cities and even rural areas.

China's lower tier markets: Rise of the provinces

Steve Garton and Jessica LiuIpsos and Ipsos China

Consumers in the lower tier cities and rural areas have a rapidly growing appetite for non-essentials, such as media, alcohol and cosmetics.

Weekly beer consumption varies by just 10% between tier-1 cities (38%) and rural areas (28%)

How companies and brands tap into the vast potential of lower tier cities in mainland China is becoming an important topic of discussion. With tier-1 and 2 cities already explored by both domestic and foreign brands, the next pieces to place on the strategic...

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