Unlocking county-level consumption niche

The traditional view of consumers in counties being purely price-driven is becoming outdated. NIQ data show that 53 percent of consumers in counties remain sensitive to price, but the ratio is declining. Consumers are shifting from simply buying the cheapest products to seeking the best balance between price, quality and experience.

One emerging trend is "quality upgrading", where consumers maintain a value-conscious mindset but demand stronger proof of effectiveness. Spending decisions are increasingly influenced by whether a product delivers visible benefits or better experiences for each yuan spent.

A second trend is localization. The traditional "acquaintance economy", built around recommendations from family and neighbors — which still matter more to those over 40 years of age — is evolving into a stronger sense of local identity. As county economies develop and local brands gain recognition, consumers increasingly favor products and experiences connected to their communities.

This creates a unique purchasing pattern: awareness may be national, but trust remains local. Short-video platforms and online marketplaces expose consumers to national trends, but final decisions often depend on local reputation, peer reviews and in-store interaction.

For brands, the experience of consumers in counties has become geographically divided. Marketing can come from anywhere, but trust still needs to be built nearby.

Companies approaching county markets as a single category risk missing important differences. NIQ identified three major divisions shaping consumption behavior: generation, family structure and regional economic characteristics.

Younger consumers in counties increasingly resemble their urban peers. Consumers under 30 show stronger interest in aesthetics, technology and new experiences, creating opportunities for brands that can bring fresh products and trends to smaller markets.

Older consumers, particularly those above 40, place greater emphasis on reliability, practicality and trusted relationships. Their purchasing decisions are often shaped by previous experiences and local networks.

This means companies may need two separate strategies within the same county market: one designed to attract younger consumers through innovation and novelty, and another focused on building repeat purchases among older customers through service and trust.