2021
0
China Social Media Usage in Lower Tier Cities Market Report 2021
2021-09-30T04:14:46+01:00
OX1049227
3695
142912
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Report
en_GB
“With the rise of short video platforms and the booming of various platforms such as Bilibili and Xiaohongshu, lower tier city consumers are no longer using social media only to…

China Social Media Usage in Lower Tier Cities Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“With the rise of short video platforms and the booming of various platforms such as Bilibili and Xiaohongshu, lower tier city consumers are no longer using social media only to socialise, but to see the outside world and look for rich life inspiration. Furthermore, they also have higher expectations concerning the in-app user experience; platforms that stay relevant and specialised can stand out. It is vital for brands to leverage social media’s influence to attract more consumers in lower tier cities. Whether it is creating multidimensional content on social media in good quality to enhance consumer resonance, or increasing the buzz through a series of entertaining ‘boundary-breaking’ brand activities, such as ‘soft replacement’ ads in variety shows and cross-category collaboration with mobile games, brands are striving to tap into the daily lives of lower tier city consumers, while satisfying their expectations for novelty and aesthetics.”

– Yuxi Shao, Research Analyst

This report covers the following issues:

  • Social media choices: understanding and expectation of detailed content.
  • App and mini program preference: precise user experience.
  • Attitudes towards endorsement and collaboration: natural product placement’s popularity grows.
  • Spotlighted brand information: opportunities in ‘boundary-breaking’ entertainment activities.
  • Influence on lifestyles and aesthetic tastes: expectation for ‘speeding up’.

Table of Contents

  1. Overview

    • What You Need to Know
      • Key issues covered in this Report
        • Objective and methodology
          • Quantitative research methodology
            • Figure 1: The sample structure for each city is as follows:
          • Qualitative research methodology
            • Figure 2: Interviewed cities in the qualitative research
            • Figure 3: Profiles of respondents to the qualitative research
        • Executive Summary

            • Social media choices: understanding and expectation of detailed content
              • Figure 4: Screenshots of the lists of Douyin accounts followed by the interviewees, provided by qualitative interviewees, 2021
              • Figure 5: Motivations to watch short videos, by age, 2021
            • App and mini program preference: precise user experience
              • Figure 6: Screenshots of mobile phone screens, provided by qualitative interviewees, 2021
              • Figure 7: Social commerce usage pain points, by age, 2021
            • Attitudes towards endorsement and collaboration: natural product placement’s popularity grows
              • Figure 8: Screenshots of song lists, provided by qualitative interviewees, 2021
              • Figure 9: Speedy information’s influence, by age, 2021
            • Spotlighted brand information: opportunities in ‘boundary-breaking’ entertainment activities
              • Figure 10: Screenshots of the lists of WeChat official accounts followed by interviewees, provided by qualitative interviewees, 2021
              • Figure 11: Marketing campaigns of home product brands, by age, 2020
            • Influence on lifestyles and aesthetic tastes: expectation for ‘speeding up’
              • Figure 12: Screenshots of the lists of Xiaohongshu accounts followed by the interviewees, provided by qualitative interviewees, 2021
              • Figure 13: Attitudes towards paid knowledge content, by age, 2020
            • What we think
            • Introduction to Lower Tier Cities in China

                • Fast rebounded consumption confidence and accelerated consumer affordability
                  • Figure 14: Confidence in improving future finances – very confident/somewhat confident, by city tier, 2020-21
                  • Figure 15: Interviewed experts’ words about consumption confidence and power, 2021
                • Consumers emphasise value for money, and promotions have significant influence
                  • Figure 16: Consumer Price Index, 2021
                  • Figure 17: Attitudes towards price changes, by city tier, 2021
                  • Figure 18: Interviewed experts’ words about spending habits, 2021
                • Domestic brands are highly accepted, and emerging brands have great potential in the market
                  • Figure 19: Impression comparison between premium domestic brands and foreign brands, by city tier, 2020
                  • Figure 20: Interviewed experts’ words about brand choices, 2021
                • Video livestreaming commerce is switching towards ‘unity of efficiency and effectiveness’
                  • Figure 21: Attitudes towards livestreaming shopping – strongly agree/agree, by city tier, 2020
                  • Figure 22: Interviewed experts’ words about livestreaming commerce, 2021
              • Social Media Choices: Understanding and Expectation of Detailed Content

                • The content on short video platforms has advantage in quantity; ‘inclusiveness’ means including information on consumers’ interests
                  • Figure 23: Interview extracts regarding using Douyin to gather information, 2021
                • Xiaohongshu and Bilibili are the window to see lifestyles in the outside world
                  • Figure 24: Interview extracts regarding using other social media platforms to gather information, 2021
                • Consumers watch short videos to get abundant information, while more middle-aged group follow their family and friends
                  • Figure 25: Motivations to watch short videos, by age, 2021
                • The demand of ‘unity of efficiency and effectiveness’ is more significant among young consumers in lower tier cities
                  • Figure 26: Factors to improve shopping experience, by age, 2021
                • Brands may create multidimensional content on short video platforms to better resonate with consumers
                  • Figure 27: Brand Ranking List on Douyin, 2021
              • App and Mini Program Preference: Precise User Experience

                • Only keep frequently used apps on the screen, while mini programs can ‘hide’
                  • Figure 28: Interview extracts regarding app and mini program choices, 2021
                  • Figure 29: Interview extracts regarding app and mini program choices, 2021
                • Unnecessary and outdated apps are likely to be decluttered
                  • Figure 30: Interview extracts regarding organising apps and mini programs, 2021
                • To be more specialised is the key for an app to compete against comprehensive mini programs
                  • Figure 31: App and mini program choices, by age, 2021
                • Lower tier city young consumers have high expectations for recommendations from platforms
                  • Figure 32: Social commerce usage pain points, by age, 2021
                • Offering recommendations with better quality and better user experience may encourage users to be more active in apps
                  • Figure 33: Dislike – a management and reminder app for daily chores, 2021
                  • Figure 34: Wakeout! – workout app for beginners, 2021
              • Attitudes towards Endorsement and Collaboration: Natural Product Placement’s Popularity Grows

                • Product placement in variety shows fits better into occasion marketing
                  • Figure 35: Interview extracts regarding celebrity endorsement and product placement, 2021
                • Considerate game-related products can provide pleasure and social topics to consumers
                  • Figure 36: Interview extracts regarding collaboration between brands and games, 2021
                • Product placement in films and TV dramas guides lower tier city middle-aged consumers to know more new products
                  • Figure 37: Speedy information’s influence, by age, 2021
                • Games are closely connected with digital devices, while cross-category collaborations between them are widely accepted
                  • Figure 38: eSports IP merchandise, by age, 2021
                • Informative product placement has great potential in lower tier cities
                  • Figure 39: Rock & Roast main sponsored by Blue River Sheep Milk, 2020
                  • Figure 40: Meituan Waimai’s commercial about ‘Li Chengru making sarcastic comments on conceited staff’, 2020
              • Spotlighted Brand Information: Opportunities in ‘Boundary-breaking’ Entertainment Activities

                • Jump out of their own lives and pay attention to various activities in large cities
                  • Figure 41: Interview extracts regarding paying attention to activities in large cities, 2021
                • Expect more brand events to bring something new to daily life
                  • Figure 42: Interview extracts regarding local brand events and expectations towards brand events, 2021
                • Lower tier city families prefer to visit comprehensive exhibitions and watch variety shows
                  • Figure 43: Marketing campaigns of home product brands, by age, 2020
                • Entertaining and ‘boundary-breaking’ brand activities might create hot topics
                  • Figure 44: The first script role play game from Honor of Kings, 2021
                  • Figure 45: Offline script role play murder game stores, Liaocheng, Shandong, 2021
                  • Figure 46: The promotional video of mobile game Ace Racer, 2021
              • Influence on Lifestyles and Aesthetic Tastes: Expectation for ‘Speeding up’

                • Social media encourages consumers to learn more and broadens their understanding of beauty
                  • Figure 47: Interview extracts regarding hobby development and aesthetic taste changes, 2021
                • Consumers realised that they should not be satisfied with things as they are and expect to achieve comprehensive development via social media
                  • Figure 48: Interview extracts regarding learning skills and self-development, 2021
                • Younger consumers in lower tier cities are keen on taking online ‘speedy’ courses
                  • Figure 49: Attitudes towards paid knowledge content, by age, 2020
                • Brands should consider consumers’ expectation for ‘speediness’ and their feeling of gap
                  • Figure 50: Advertisement of ‘Sweaty Yoga’ of Keep, 2021
                  • Figure 51: ‘My city is red and liked’ photography event of OnePlus, 2021
              • Appendix

                • Abbreviations
                  • Interviewees’ screenshots

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