China's new consumer frontier: Why counties matter

China's next consumer growth story may be unfolding beyond its biggest cities. From "small-town big spenders" to rising demand for better products and experiences, China's counties are becoming a market to watch.

August 20, 2026

County-level consumption prioritized

China has unveiled a package of measures to unlock the potential of lower-tier, smaller-scale urban markets, with a particular focus on county-level spending, as counties emerge as an increasingly important driver of consumption growth, officials and experts said.

August 19, 2026

China moves to unlock county-level consumption, energize domestic demand

​China on Tuesday unveiled a set of measures to unlock the consumption potential of counties and smaller cities, tapping the vast lower-tier markets as a new source of domestic demand and economic growth.

August 18, 2026