“Acquaintances play a crucial role in lower tier cities. Exchanging and sharing information or even resources are important topics for lower tier city consumers to check their relationships and get closer with each other. They actively follow what their acquaintances bought on social commerce platforms and seek common experiences through offline group buying to maintain their relationships, which provides a marketing opportunity for brands. To satisfy lower tier city consumers’ demand for socialising, brands can make full use of key occasions including working, WeChat Moments and online shopping festivals. Besides price promotions, brands can pay more attention to socialising. Using innovative interaction to enhance social engagement and trigger a wider spread is a good example. Another example could be easing consumers’ concerns via mimicking real offline shopping experiences with livestreaming. As such, brands can propel interest from lower tier city consumers with fun and high touch, helping them to get rid of bad impressions caused by negative feedback.”
– Gloria Gan, Research Analyst
Key issues covered in this Report:
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