County regions are the fundamental units of China's economy. According to the China Statistical Yearbook 2021, by the end of 2020, there were 1,817 county-level administrative divisions across the country, including 388 county-level cities, 1,312 counties, and 117 autonomous counties. The main urban areas of these regions, along with surrounding towns (excluding rural areas), are collectively referred to as "county regions."
County regions serve as a vital link between urban and rural areas. With the continued advancement of urbanization and the powerful enablement of digital technology, county-level consumption is entering a new stage of development. However, despite the growing consumer demand, societal attention and investment participation in the county market have historically lagged behind.
In this context, BA Capital embarked on a field research journey—visiting 10 counties and conducting one-on-one interviews with 13 local residents. In the second phase of quantitative research, BA Capital collected 1,613 valid survey samples, covering 495 county areas, including 151 county-level cities and 344 counties. After data cleansing, analysis, verification, expert interviews, and supplementary desk research, BA Capital completed the report titled “The Cornerstone of Consumer Power in a New Era—A Study on Young and Middle-Aged Consumption Trends in County Markets.”
The study found that being free from survival concerns, having abundant time, holding optimistic expectations for the future, and maintaining steady consumption patterns have become the foundation of the new county lifestyle. Compared to first-tier cities, residents in county areas report higher life satisfaction, with an average score of 7.8 out of 10; only 7.2% seriously consider and plan to move to big cities.
With intensified population mobility and ongoing urbanization, county areas are shifting from close-knit societies to semi-familiar social structures. However, in terms of family values, they still differ from those in major cities—county residents remain closer to their parents, and the need for "companionship and togetherness" is extremely high.
The phrase “having money and free time” does not fully capture the life of county residents. While they are free from basic survival anxieties, they still need to manage their finances carefully. The rise of short videos and e-commerce has exposed county consumers to better and more diverse lifestyles and consumption options. However, in many categories, the solution county consumers seek is an “upgrade without a price increase.” In county towns, the prevalence of value retail stores makes it possible to offer good quality at low prices.