专栏名称: 群邑智库

群邑智库作为群邑中国的智囊及知识管理中心，将全力负责发展群邑中国具有领先思想的媒体行业研究；提升第三方调研的运用；并对集团自主开发的工具、调研、系统进行全方位多层次管理。

Media Consumption Map of China Cities

群邑智库 · 公众号 · · 2022-03-02 18:12

正文

请到「今天看啥」查看全文

in digital media, low-tier markets show a high trust in ads published on private e-commerce platforms or related with recommendation content, but with low exposure. In traditional media, especially for OOH, preferences are varied in different market groups, but always closely related with local life.

Social culture: preference in content is affected by local culture. Drama content highly correlates with local development and industrial structure: new industrial cities preferred youth dramas. The audience in early matured, under-developed markets prefer history and army dramas.

Cities are grouped according to market size, consumption willingness, transportation and logistics, media consumption, and social culture, aiming to promote brand marketing strategy

Market consumption scale is a critical index for brand marketing. To help brands understand the vast market in China and find opportunities for further penetration and expansion, we have quantified the consumption willingness, market size, social culture, transportation and logistics, and media consumption in thousands of cities across the country. We have taken all these five dimensions into consideration and subdivided the 2198 cities (excluding districts) into ten city groups.

For brand marketing, the five indexes derive from considerations of the market in general and the marketing exposure and content. After grouping cities into ten classes, we classify them into higher, middle, and lower consumption groups. We will reveal the differences in consumption patterns, media, channels, and content among different consumption groups.

Market consumption scale ranks down like ladders. The future potential market strongly correlates with population mobility

The scale of a city represents the possible consumption level in that market. From the current situation, consumption levels among cities are ranked down like a ladder shape, and there is a massive gap between the top and middle-tier markets. The potential of consumption growth is highly correlated with the inflow of the population. Currently, top cities show slower growth of population. Medium cities benefit from the country’s policies, acquiring a large population inflow. For example, cities like Foshan (T3 group), and Guiyang (T5 group), acquired a population growth of 6% in recent five years, outnumbering the population growth in Shanghai (T1 group). However, Xining(T7 group) still possesses a mild attractiveness to talents. Hence, middle-tire markets will be the potential market in the future.

Consumption is transforming from basic consumption to hedonic and symbolic consumption

Under the influence of the international situation and the development of the Chinese economy, the consumption structure has changed significantly in recent five years. Basic consumption occupied a minor scale after 2018, as hedonic consumption increased. Hedonic consumption remains at 47% after 2020, but symbolic consumption increased slightly.