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?
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.
“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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