Low-tier city consumers are an increasingly important source of growth for the fast-moving consumer goods (FMCG) industry. For many brands, they are the make-or-break factor for their success in China. To win them over, brands need real-life data to understand what they’re buying and, more importantly, why.
Low-tier cities youth: must-win consumer segment for many brands
China’s total movie box office revenue in 2018 hit 56.58 billion yuan (US$8.23 billion), a 7.99% increase over a year ago. The once high-flying double-digit growth industry now has to struggle to maintain its high single-digit growth.
It’s widely agreed among the movie circle that those who win the low-tier city young movie-goers will win the market because, unlike their counterparts in big cities, they have plenty of leisure time and not so much financial burden for housing mortgage or kids’ education.
The same is true in the market of FMCG. Young families (young singles or couples without kids + young cou...
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