China: Beyond the Tiers

China's city tier system does not provide enough granularity for marketers to make apt investment decisions. This white paper explains why marketers might enjoy more success by looking 'Beyond the Tiers'

Despite its relative slow-down in economic performance, China is still one of the most dynamic and most prosperous markets in the world.

To make apt investment decisions though, both international brands and Chinese brands need to look for rich data that will provide an accurate picture of China’s investment landscape.

But neither China’s traditional City Tier System, nor ‘political’ consumer classifications such as ‘the middle class’, provide enough granularity for marketers to make apt investment decisions. So, what should they do?

China through the lens

A new systematic to growth in China

In ‘Beyond the Tiers’, a new white paper from MediaCom China, our experts reveal a new systematic for market segmentation across China and suggest why ‘Connected Consumers’ offer the largest growth potential for brands.

Inside, we:

  • Consider why China’s traditional City Tier System faces significant limitations
  • Uncover the emerging drivers of consumption growth are across the country
  • Reveal where the real opportunities for growth lie
  • Explain how brands can build expansion strategies across China’s ‘Connected Cities’
  • Identify the most important marketing opportunities across five consumer growth segments
  • Help brands plan for future growth in the region

“Brands often consider the income of their prospects, but do not base their planning on the consumers’ mindset,” says Peter Petermann, Chief Strategy Officer of MediaCom China.

“China’s traditional City Tier System does not reveal anything about a city’s uniqueness as a consumer market. For instance, the term ‘middle class’ is broad and vague as there is no criterion to reveal the change of consumers’ attitude and way of thinking, as well as their locations.”

Find out how brands can overcome these challenges. Download ‘China: Beyond the Tiers’ now.

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