In this episode we discuss the concept of xiachen. Xiachen literally means to sink or submerge, and is now a popular term meaning sinking or moving down into lower tier markets. Xiachen content, apps, influencers, and products appeal to everyday, ordinary Chinese people. People in these lower tier cities can’t relate to the sophisticated content and expensive products that we so often see influencers sharing on Weibo and WeChat. While for those in 1st and 2nd tier cities this content may be aspirational, for these consumers is it is just too far removed from their lives.
Now why do we care about these consumers? Well…
Mobile internet users in China’s 1st and 2nd tier cities are mature and they are bombarded with content and sales messages on a daily basis. The next big opportunity for app and e-commerce growth is consumers 3rd and 4th tier cities and rural areas.
This term Xiachen has been used quite frequently throughout 2018 and many top Chinese marketing publications predict ‘xiachen’ will continue to be a major trend in 2019.
In this episode Kejie and I discuss:
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Host: Lauren Hallanan
Check out my book: Digital China: Working with Bloggers, Influencers and KOLs
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