pdd

Dec 20, 2013

Marketing in China's lower-tiers: A visit to Heilongjiang

HARBIN & QIQIHAR - For our last China-related story of 2013, let us transport you to Heilongjiang (黑龙江), aptly known for its ice festivals and cold winter months. Lower-tier cities in this province are one of the mainland's many battlegrounds for local brands determined to protect their home turf against multinational brands whose market-shares are stagnating in upper-tier cities.

Richer lower-tier consumers want to spend on high-visibility products: GroupM

Dec 3, 2012

Jenny Chan 陳詠欣

Richer lower-tier consumers want to spend on high-visibility products: GroupM

MAINLAND CHINA - According to conclusions from the final release from the GroupM ‘Project Deep Dive’ 2012 wave, one’s consumption behaviour and relative brand choices are not shaped by income increases but by cultural definitions of success.

More lower-tier consumers skip PCs, laptops and use mobiles to access internet: GroupM

Nov 20, 2012

Jenny Chan 陳詠欣

More lower-tier consumers skip PCs, laptops and use mobiles to access internet: GroupM

GREATER CHINA - The typical development path of internet use in upper-tier markets—from PCs to laptops to mobiles—is being circumvented by lower-tier consumers who go straight to smartphones and form a sizable base for marketers to reach, according to GroupM research.