Today，三、four、Fifth-tier cities have grown into important growth units of China’s economy，More and more people have lived、Young people working in big cities，Returned to his hometown，Brands in different fields are trying to capture this vast market。

And the young people living in these cities，Often defined as "small town youth"，They have become the protagonists in a large number of industry development reports and crowd research reports。What kind of group characteristics do these newly emerged groups show?？

To this，December this year，TMI Tencent Marketing Insights and Ipsos through quantitative research、In-depth interview、Expert discussion，Combined with multi-dimensional data research such as Tencent marketing big data，Released the "2019 Small Town Youth Research Report: Disappearing Barriers" (hereinafter referred to as the "Report")。

The report provides an in-depth analysis of the life and entertainment behaviors of the new young people in the town，And strive to discover the fundamental needs and pain points behind attitudes and behaviors。

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"Town"，As a transition zone between big cities and rural areas，Inherit the city’s spreading influence，Also carries the downward return flow and upward jump of the crowd。As a zone where the most complex “chemical reactions” occur，Today’s small town life，What is it like?

Infrastructure is increasingly improving，The gap in living standards has narrowed。Today，三、four、Infrastructure of fifth-tier cities (hereinafter referred to as "sinking markets")、Commercial supporting facilities and transportation facilities are increasingly improved。Every city is equipped with one or more commercial complexes，Meet residents’ living and consumption needs in all aspects such as eating, 188bet sports betting app download drinking, and having fun。

Policies continue to improve、Livability steadily improved，Hometown has greater appeal。As the reform of the household registration system continues to increase、The settlement policy is becoming increasingly relaxed，will be three、four、Fifth-tier cities bring new talent dividends。At the same time，Continuously deepening individual tax reform，It will also further reduce the tax burden on residents、Stimulate consumption vitality in sinking markets。

Unleashing greater consumption potential at a lower cost of living。There is certainly a gap in income levels，But the cost of living for new young people in small towns is relatively low、Less pressure。

一、The average monthly total expenditure of young people in second-tier cities is 6,230 yuan，Compared with monthly disposable income, it is largely beyond the means of making ends meet。三、four、Consumption growth in fifth-tier cities has surpassed 1% since 2016、Second-tier cities，With the continuous increase in per capita income level，These cities will continue to release greater consumption potential。

Online consumption，The gap between cities at different tiers is narrowing。Changes in consumption patterns drive changes in consumption concepts and behaviors。For example，In addition to traditional markets，New young people in small towns have also begun to try services such as home delivery of fresh food (12% have used community fresh food delivery)。The average monthly online shopping expenditure of young people in small towns is 1,293 yuan，Accounting for more than 40% of the average monthly total expenditure。

Diverse and rich online resources，Narrow the psychological distance between line levels。Diverse types of online resources available anytime, anywhere、Rich content，Promote the new young people in small towns to gradually become in line with big cities in many concepts and behaviors。The average daily online leisure and entertainment time of new young people in small towns is 3 . 7 4 hours，Watching movies/TV series and online shopping，It is the most popular online entertainment activity among young people in small towns and young people in first- and second-tier cities。

Family love is always with you、Friendly Neighborhood，Gain strength and happiness。Eating and living at home is the 188bet sports betting app download normal life of new young people in small towns。Nearly 70% of new young people in small towns live with their parents and children，47% among young people in first- and second-tier cities。Parents by your side，Let them gain more strength and happiness to a certain extent。

Report states，New young people in small towns face less pressure in social life，Surrounded by friends and family、Friendly Neighborhood，Let them feel more about the "little blessings" in life。Compared to the first and second tier "accustomed to loneliness"，They are rarely “alone”。

There was once as high as 63% of three、four、Youth from fifth-tier cities in one、Long-term living in second-tier cities，Returning now，It is about considering the rational balance between career and life。

A view of young people in small towns

Returning young people who have been exposed to the rich lifestyle of big cities，Accept and have more diverse concepts。After returning to hometown，The concepts of returning youth are also changing the local youth around them to a certain extent。They are communicating and integrating，Gradually forming the face of the new youth in the town。

Today’s small town youth，Is a group that is an organic fusion of returning young people from small towns and local young people from small towns，And among them, the proportion of returning young people is increasing day by day。

Report states，New young people in small towns，They pursue stability and happiness down-to-earth，Also constantly demanding self-improvement。They regard knowledge and skills as hard currency，Achieve self-improvement through various ways，To win greater social recognition。

62% of new young people in small towns have enrolled in self-improvement courses in the past three years。Realize further studies&Postgraduate entrance examination，Satisfy your interest in learning new knowledge、Improving professional skills is the top three course choices。

Compared to young people in first- and second-tier cities，More new young people in small towns choose the two stable careers of teachers and civil servants (9%:17%，5%:11%)。Consider stability more when choosing a career、9 to 5、Able to take into account family and other factors。

Colorful online leisure。New young people in small towns have a lot of complete time for leisure and entertainment every day，Chasing drama、188bet app download Online shopping、Music、Game......Online prosperity makes up for offline deficiencies，It also gave them a colorful leisure life。

The average daily online leisure time of new young people in small towns is 3.74 hours，More free time。Watching movies/TV dramas online is the preferred form of entertainment for new young people in small towns (67%)，Average daily drama watching 1.64 hours。

The trendy and fashionable "chaser。Online shopping has opened up new young people in small towns to choose from domestic and foreign products，Film and TV series、Live Broadcast、Short videos and other seamless delivery of beauty, skin care and fashion information。domestic brand、Smart products gain their favor。They are gradually converging with first- and second-tier cities，Is the "chaser" of fashion。

Clothing is the first choice for online shopping among young women in small towns (84%)，They pay more attention to clothing matching information than young women in first- and second-tier cities (42% vs. 36%)，Favorite IP collaboration beauty，Prefer domestic mobile device brands。

Emotions must be there，There must also be a sense of ritual。Love is for new young people in small towns，Similarly, it is better to lack than to waste，Don’t give in。They rationally think，Emotions must be there，The fulfillment of material conditions in marriage is also very important。They are willing to use a more ritualistic method，Let the important moments of life be witnessed and recorded。

New young people in small towns hope to encounter beautiful love through their own social circles，But limited by the narrow social circle，Most people are eventually introduced by their parents、Find your partner through blind date。The new concept of marriage begins to affect the new young people in the town，For example, thinking that living with the person you love is the true meaning of marriage、I don’t care much about parents’ urging，Especially among young women。

Nearly half of the new young people in small towns think of wedding banquets、Wedding、A wedding room is indispensable，58% of new young people in small towns prefer first-hand houses when it comes to their demand for wedding houses。New young people in small towns spend an average of 42,624 yuan on weddings/banquets，Below first- and second-tier cities。On location selection，They prefer wedding hotels with strong atmosphere and traditional flowing seats

Strive to build a better life。Child、House、188bet app download Car，It can be said to be the "three new items" for the new youth in the town，This bears their hard work，It is also a testimony of their efforts to live a better life。

New young people in small towns who are parents have no mercy when it comes to their children’s education。The same expectation as all parents，They also hope that the next generation will stand out，Live a better life；83% of new young families in small towns own real estate，The proportion is higher than that of young people in first- and second-tier cities，There is also a higher proportion of new young people in small towns living with their families。

Cars are an indispensable part of the life of new young people in small towns，67% of new young people in small towns own cars。Compared to youth in first- and second-tier cities，A greater proportion of new young people in small towns purchase their purchases entirely with their own funds。

New expectations of new youth

Native young people in small towns seamlessly receive new information from all sides，Continuously raising higher demands for a better life。Youth returning from small towns return with a different lifestyle，Down-to-earth and steady development。The disappearing barriers，Growing yearning and expectation，will stimulate new market demand。

Here are the small town opportunities you need to know.

In terms of food, clothing, housing, etc. for the new young people in the small town，Both have released signals and demands that are consistent with first- and second-tier cities。The establishment of standards and aesthetic requirements are gradually in line with first- and second-tier cities。They expect more globalization、The simple and crude hard marketing of chain brands is outdated，They expect more resonant marketing content and interactive experiences。

In small town life, interpersonal relationships are close，Social interaction plays an extremely important role in life，Also because of the rhythm and life of a small town，Let the new young people in the town have more entertainment and leisure time。

Characteristics for young people in small towns，The report pointed out the four major industries with market development opportunities in the town - cultural tourism、Wedding、Education、Car。

Report thinks，Cultural tourism industry targets new young people in small towns，Need to be featured in the destination、Freedom of travel、Good performance in terms of cost performance，Customized marketing strategies for 188bet sports betting app download personalized cultural and tourism needs。The wedding industry can try to give more weddings to young people in small towns、Wedding photo "how to play" selection，Open the huge market in third, fourth and fifth tier cities。

New young people in small towns have seen the vastness of the world，Also realize the importance of education。They spend 3000 yuan + to increase their self-value every year;12,000 yuan + for children’s education。Whether it is an adult education institution or K12 education，Everyone should grasp the vast market space，Win opportunities with appropriate communication methods。

The penetration rate of family passenger cars in small town families is already higher than that in first- and second-tier cities。Facing the new youth in the town，Still needs assisted driving、Environmental performance、Focus on communication between functional features such as interior space and application scenarios such as family travel，Use your own strengths，Attack the enemy’s need，Win their love。

Conclusion

The soil and water support the people。Today, with the rapid development of my hometown，At a time when material and psychological barriers are disappearing，Go home，It has become a new way for many young people to pursue their dreams。The town carries the yearning of the new young people in the town for a better life，will also change and grow with them。

In the passage of time，They have found their struggle in their hometown、A place of peace of mind。

*this文来Source WeChat public account: Laika Think Tank，(ID:laikazk)Author:G3007，Original title: "2019 Small Town New Youth Research Report: There are huge opportunities in the cultural tourism, wedding, and education industries》.