China’s Tier-1 culture is stretching out through key influencers and popular apps to lure the Tier-4 consumer into a new set of behaviours – but brands wanting to reach them will have to balance modern aspirations and traditional practices.

What’s happening?

  • Rapid technological developments in China are designed for Tier-1 city consumers, but anyone in lower tier cities can see and access exactly the same content on platforms and apps.
  • A slower pace and higher quality of life in lower tier cities doesn’t negate consumer demand for premium products and brand experiences.
  • Values don’t change fast, and while people might be able to buy new products, they don’t aspire to be like the residents of Shanghai or Beijing.


If Tier 1 cities are full of online influencers and people getting rich quickly, there is a subtler story coming out from the lower-tier cities where consumers value their greater sense of safety and belonging and are content with everyday luxuries. 

Read more in WARC’s Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China.

Sourced from WARC