Group 1 - The economic data and living parameters of cities are becoming a "reference book" for young people when choosing where to live [3][8] - There is a growing trend of young people seeking advice on suitable cities for living, focusing on factors like cost of living and quality of life [8][9] - A significant increase in demand for "city selection consultants" has been observed, with many clients preferring second and third-tier cities over first-tier cities [8][9] Group 2 - The retail sales data indicates a shift in consumption patterns, with Chongqing surpassing Shanghai to become the top city in terms of retail sales [12][15] - Cities like Chengdu and Hangzhou are showing strong growth in retail sales, with July figures reaching 16.4% and 11.97% respectively [12][15] - The consumption growth in mid-tier cities is notable, with cities like Haikou leading in growth rates, showcasing their potential [16][18] Group 3 - The disposable income and consumer spending are critical indicators of a city's economic health and attractiveness for residents [26][29] - Shanghai leads in disposable income, while cities like Chongqing and Hefei demonstrate high cost-effectiveness for residents [26][29] - The cost of living in various cities is rising, with several second-tier cities now ranking among the top in global living cost indices [29][30] Group 4 - The job market is evolving, with more cities outside of first-tier cities offering competitive salaries, making them attractive for young professionals [32][34] - Talent attraction and population inflow are key metrics for evaluating cities suitable for economic opportunities [33][34] - The presence of major corporations and innovative industries in certain regions continues to drive economic growth and job creation [34][36] Group 5 - Factors such as housing, commuting, and retirement plans are increasingly influencing young people's decisions on where to live [36][39] - The rental market is shifting, with rising demand in second-tier cities as young people seek better cost-to-income ratios [37][39] - Quality of life indicators, including commuting times and living costs, are becoming essential considerations for urban living [39][40]

Core Viewpoint - The economic data and living parameters of cities are becoming a reference for young people when choosing where to live and work in China, with a growing focus on second and third-tier cities that offer better living conditions and lower costs [2][4][28]. Group 1: City Selection Trends - Young graduates are increasingly considering factors like living costs, job opportunities, and quality of life when selecting cities, with many opting for second and third-tier cities over first-tier ones [4][6][8]. - The emergence of professional "city selection consultants" indicates a rising demand for tailored city recommendations based on individual preferences [4][6]. - A detailed comparison of key indicators across 119 cities reveals unique characteristics and attractions of each city, influencing young people's decisions [8][10]. Group 2: Consumption Patterns - The social retail sales (社零) data reflects the consumption dynamics of cities, with Chongqing surpassing Shanghai to become the top city in total retail sales, while cities like Wuhan, Chengdu, and Hangzhou show strong growth rates [12][18]. - In July, Chengdu and Hangzhou exhibited remarkable retail sales growth rates of 16.4% and 11.97%, respectively, indicating a consumption boom [12][18]. - The consumption characteristics of cities vary, with some focusing on upgraded consumption while others emphasize practical goods, showcasing diverse consumer behaviors [18][19]. Group 3: Income and Cost of Living - Shanghai leads in per capita disposable income at over 46,000 yuan, while cities like Hangzhou and Chongqing demonstrate high income growth rates, making them attractive for young professionals [30][31]. - The cost of living in cities like Beijing, Shanghai, and Guangzhou remains high, but emerging cities like Chongqing and Hefei offer better value for money, appealing to cost-conscious individuals [34][31]. - The average monthly salary in various cities is rising, with new first-tier cities like Hangzhou and Nanjing joining the ranks of cities where earning over 10,000 yuan per month is becoming common [37][39]. Group 4: Quality of Life Considerations - Factors such as housing, commuting, and retirement options are increasingly important for young people when choosing a city, with many prioritizing quality of life over mere financial gain [43][44]. - The rental market in first-tier cities is cooling, while demand in second and third-tier cities is on the rise, reflecting a shift in preferences towards more affordable living options [44][50]. - Commuting times and costs are critical factors, with cities like Shenzhen and Guangzhou showing improvements in commuting efficiency, enhancing overall living satisfaction [47][50]. Group 5: Future Living and Retirement - Discussions around future living and retirement options are gaining traction among young people, with many considering cities that offer a good quality of life for later years [52][54]. - The latest rankings of wellness cities highlight places like Haikou and Guangzhou as top choices for retirement, emphasizing the importance of health and well-being in city selection [52][53].

Core Insights - The article highlights the successful implementation of the "Douyin Life Carnival" in Hefei, which significantly boosted local consumption, achieving a total payment amount exceeding 600 million yuan and a 6% increase in city MAC [1][21] - The event engaged over 4,000 local businesses and integrated online and offline experiences, creating a vibrant consumption atmosphere in the city [1][21] Group 1: Scene Development - Douyin Life Service focused on core business districts and essential travel needs to create new consumption pathways in Hefei, enhancing both short-term conversion and long-term brand awareness [2] - The event targeted three major shopping districts in Hefei, integrating shopping, cultural tourism, and dining to meet consumer demands comprehensively [3][4] Group 2: Transportation Integration - The introduction of the first-ever subway card Douyin group purchase project aimed to connect daily commuting with consumption, offering discounts and promoting local businesses [5][6] - Collaboration with Didi Chuxing provided exclusive ride discounts for users traveling to partner businesses, creating a new flow of customers for 53 major merchants [7] Group 3: Resource Leveraging - Douyin Life Service utilized star events like concerts and book signings to connect celebrity influence with local business needs, enhancing brand visibility and customer conversion [8] - The "One-Day Store Manager" initiative featured popular celebrities engaging with local brands, resulting in significant sales increases for participating merchants [9][10] Group 4: Comprehensive Marketing Strategy - The integration of various marketing strategies during events, such as setting up promotional displays and offering exclusive transportation options, maximized customer engagement and sales [11][15] - The collaboration with local influencers and KOLs helped to create tailored content that resonated with different consumer segments, driving substantial sales growth [17] Group 5: Community Engagement - The event encouraged widespread participation from ordinary users, creating a vibrant atmosphere that amplified the event's reach and impact [19] - The successful use of social media campaigns and hashtags helped to solidify the event's presence in the local culture, fostering a sense of community and shared experience [19][21] Conclusion - The "Douyin Life Carnival" in Hefei exemplifies a successful model for activating local consumption ecosystems through innovative marketing strategies, resource integration, and community engagement, paving the way for future initiatives in other cities [21]

Group 1 - The document emphasizes that the research material is intended solely for professional investors and should not be shared with non-professional investors [1][2] - It highlights the potential misunderstanding that ordinary investors may face due to the lack of interpretative services regarding key assumptions, ratings, and target prices in the reports [2] - The content is derived from previously published research reports by Huachuang Securities, and any discrepancies should refer to the complete report published on the same date [2]