Change and continuity in China's lower tiers: Insights from Ogilvy's 'China Beyond'

Jane Ling, Michael B. Griffiths and Kunal Sinha

Ogilvy & Mather China's consumer insights and trends team carried out research into the attitudes and opinions of families and retailers in second- to fourth-tier Chinese cities between August 2011 and March 2012.

Change and continuity in China's lower tiers: Insights from Ogilvy's 'China Beyond'

Jane Ling, Michael B. Griffiths and Kunal Sinha

With 200 million households belonging to the consuming classes, China's second- to fourth-tier cities are arguably the most important consumer segment in the whole world. But they are tight-fisted. In 2011, advertising spend in Tier 2-3 markets was 4.37 times that in the Tier 1 markets, while the consuming class population is 7 times greater.

For the third time in the last seven years that Ogilvy & Mather China's consumer insights and trends team Discovery...

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