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Core Insights - The article emphasizes the increasing visibility and complexity of county-level markets in China, highlighting their resilience in consumer spending compared to first-tier cities, prompting many brands to target these lower-tier markets for expansion [2][4]. Group 1: County Market Overview - As of the end of 2023, there are 1,813 counties in China, including 397 county-level cities, 1,299 counties, and 117 autonomous counties [4]. - The urban population in county cities and towns accounts for approximately 32% of the total urban population in China, with around 250 million residents in county urban areas [4]. - The total economic output of county-level economies represents about 33 trillion yuan, which is a significant portion of the national economy [4]. Group 2: Consumer Behavior Changes - Between 2022 and 2025, county residents have shown a shift towards more rational consumption, moving from a focus on external identity symbols to valuing practical benefits and emotional connections [31][40]. - The demand for "gaining knowledge" has emerged as the most important consumer need, reflecting a desire for personal growth and broader perspectives [31][41]. - There is a notable increase in the importance of emotional companionship and experiences, particularly among older demographics, indicating a shift in how consumers define a "good life" [40][41]. Group 3: Spending Patterns - County residents' monthly expenditures have increased, but the allocation remains stable, with essential spending on education, healthcare, and social relationships being prioritized [58][59]. - There is a contraction in discretionary spending on personal items, while budget allocations for experiences that provide immediate pleasure and long-term health benefits are being preserved [56][60]. - The perception of spending's basic functional attributes is declining, indicating a shift towards valuing emotional and experiential aspects of consumption [60][64]. Group 4: Channel Preferences - The shopping channels for county consumers have become more stratified, with a notable increase in the use of social e-commerce and local delivery platforms, while traditional retail channels are experiencing a decline [79]. - The preference for high-value, convenient, and accessible shopping experiences is rising, aligning with trends observed in higher-tier cities [79]. Group 5: Future Outlook - Despite a stable income level, county residents are adjusting their spending priorities due to perceived economic pressures, leading to a reduction in non-essential expenditures [95]. - The overall sentiment among county residents remains cautiously optimistic regarding future income growth, with a significant portion expecting their financial situation to improve in the next 2-3 years [90][91].