The demand for upgrades to home appliance effects and functions remains robust among consumers in lower tier cities. They seek products that enhance efficiency daily while complementing their personalities.
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
- What we think
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Introduction to Lower Tier Cities in China
- Demands for sustainable development and differentiation emerge
- Graph 1: GDP sector compositions, by city tier, 2019-21
- Salary growth slows, and consumption momentum weakens
- Graph 2: per capita annual salary, by city tier, 2019-21
- Graph 3: total retail sales of consumer goods, by city tier, 2019-21
- The pull effect of the metropolitan economy is expected
- Graph 4: 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 5: type of employment, by city tier, 2020-23
- Graph 6: company types, by city tier, 2020-23
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Market factors
- Financial confidence continues to fluctuate
- Graph 7: confidence in improving future finances, by city tier, 2020-23
- Upgrading demand has declined and high-end consumption has become more cautious
- Graph 8: trading up and down, Tier 3 or lower cities, Q1 2022 VS Q1 2023
- Chain service brands tap into lower tier cities, driving innovation and improvement in consumer experience quality
- Graph 9: changes in the number of stores of Helen's, Miniso and Haidilao in different cities, by city tier, 2021 vs 2022
- Graph 10: 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 11: changes in short video usage – every day, by city tier, 2021-23
- Domestic travel is strongly recovering, 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 the small town model through store, equipment and menu adjustments
- Focus on household consumption habits and the construction of logistics networks
- Initiate conversations on consumption scenarios that integrate regional features
- Explore 'down-to-earth' communication methods and channels
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The consumer
- ‌Kitchen appliances: efficiency and fulfilment in equilibrium
- Graph 12: penetration rates of some small kitchen appliances, by age, 2022 and 2023
- Graph 13: keywords in small kitchen appliance marketing content, by age, 2023
- Storage in refrigerators: compartmentalisation and immersive experiences
- Graph 14: selected expectations for refrigerators, by age, 2023
- Graph 15: refrigerator brand preferences for future purchase, by age, 2023
- Cleaning appliances: consumers clean with finesse, not force
- Graph 16: selected cleaning issues at home, by age, 2023
- Graph 17: purchase channels for household and cleaning appliances, by age, 2023
- Graph 18: information channels for household and cleaning appliances, by age, 2023
- Entertainment equipment: enjoyment from the living room to the bedroom
- Graph 19: consideration factors for purchasing/replacing smart TVs, by age, 2023
- Graph 20: select attitudes towards home entertainment (agree) – by age, 2023
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Appendix
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