Ad Age Global says:
While marketers have thoroughly analyzed Chinese in the urban tier-one cities of Beijing, Shanghai and Guangzhou, there's much less understanding about how to effectively target the 721 million consumers in rural communities and the other hundreds of millions in less-developed cities.
Many of the study's findings reinforced existing information about consumers in lower-tier markets. They are more pragmatic than their big-city counterparts with realistic life goals -- owning a business was a common response. Young people carry the burden of their families' expectations and are in a hurry to grow up so they can take advantage of work and growth opportunities available to adults. They are more conformist. They want to travel, but dream of visiting Beijing rather than New York or Paris.
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