Round Table China Small cities big spenders
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May 23, 2025 Explore how smaller cities in China are reshaping consumer trends, overtaking big urban centers in spending. Discover the rise of local food brands and the unique cultural shifts, like the barbecue craze in Zibo. Yanji, known as the coffee capital of county towns, showcases a vibrant coffee culture with a surge in evening orders. Learn how infrastructure developments, including high-speed rail, are driving these changes, enhancing economies and empowering local businesses. China's economic landscape is transforming beyond the major cities!
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Smaller Cities Outpace Bigger Ones
- China's smaller cities are outpacing larger cities in consumer spending growth rates.
- Third and fourth-tier cities see faster growth compared to first-tier cities like Shanghai and Beijing.
Catch-Up Effect Explained
- Growth slows down in bigger cities due to large existing volume and maturity.
- Smaller cities grow faster as they are still developing and catching up economically.
Local Culture Spurs Spending
- Local specialties drive consumption growth in smaller cities like Zibo's barbecue and Yanji's coffee culture.
- Yanji is dubbed the coffee king of county towns with four times as many coffee shops per capita as Shanghai.