Consumers in lower tier cities are becoming increasingly inward-looking in their attitude towards consumption. Along with a growing pursuit of health and nourishment, their daily diet has also become an important source of everyday 'emotional value' in different scenarios.
Frank Zhang, Senior Research Analyst, Lifestyle, China
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Overview
- What you need to know
- Key issues covered in this Report
- Objective and methodology
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Executive Summary
- The market
- The consumer
- Graph 1: selected dining styles and frequency (more than once a week), by age, 2022 and 2023
- Graph 2: trusted sources of nutritional supplement advice, by age, 2023
- Graph 3: attributes related to different alcoholic drinks, 2022
- Graph 4: attitudes towards snacks ('agree') – selected items, by age, 2023
- What we think
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Introduction to Lower Tier Cities in China
- Demands for sustainable development and differentiation emerge
- Graph 5: GDP sector compositions, by city tier, 2019-2021
- Salary growth slows, while consumption momentum weakens
- Graph 6: per capita annual salary, by city tier, 2019-2021
- Graph 7: total retail sales of consumer goods, by city tier, 2019-2021
- The pull effect of the metropolitan economy is expected
- Graph 8: total domestic highway mileage and growth rate, by city tier, 2020-21
- The increase in flexible employment and work-on-the-go brings new opportunities for the development of low tier cities
- Graph 9: type of employment, by city tier, 2020-23
- Graph 10: company types, by city tier, 2020-23
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Market Factors
- Financial confidence continues to fluctuate
- Graph 11: confidence in improving future finances, by city tier, 2020-23
- Upgrading demand has declined and high-end consumption become more cautious
- Graph 12: Trading up and down, Tier 3 or lower cities, Q1 2022 VS Q1 2023
- Chain service brands tap into lower tier cities, driving the innovation and quality improvement of consumer experience
- Graph 13: changes in the number of stores of Helen's, Miniso and Haidilao in different cities, by city tier, 2021 vs 2022
- Graph 14: convenience store shopping frequency – once a day or more, by city tier, 2019 vs 2023
- The influence of short videos has expanded, accelerating the conversion of traffic value to user value
- Graph 15: changes in short video usage – every day, by city tier, H1 2021-H1 2023
- Domestic travel is recovering strongly, and the combination of local cultural tourism resources and commerce has attracted attention
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Interviews with Industry Experts
- Leverage the value-for-money advantage of small town model through store, equipment and menu adjustment
- Focus on household consumption habits and the construction of logistics networks
- Initiate conversations on consumption scenarios integrating regional features
- Explore 'down-to-earth' communication methods and channels
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The Consumer
- Family meals: current status and opportunities of online grocery retailing and ready meals
- Graph 16: selected dining styles and frequency (more than once a week), by age, 2022 and 2023
- Graph 17: choice factors of ready meals, by age, 2023
- Nourishment and Yang Sheng: professional knowledge and acceptance of innovative products
- Graph 18: choice factors of Chinese nourishing and Yang Sheng products, by age, 2023
- Graph 19: trusted sources of nutritional supplement advice, by age, 2023
- Choosing drinks: emotional value and analysis of drinking occasions for tea, alcohol and coffee
- Graph 20: attributes related to different alcoholic drinks, 2022
- Graph 21: attributes related to different alcoholic drinks – ready-to-drink cocktails, by age, 2022
- Graph 22: interesting coffee marketing schemes, by age, 2023
- Brands and channels: personalised selling points targeting specific demands
- Graph 23: information channels of snacks, by age, 2023
- Graph 24: attitudes towards snacks ('agree') – selected items, by age, 2023
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Appendix
- Abbreviations
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