China’s Smaller Cities Drive Premium Retail Demand Amid Overall Weakness

China’s smaller cities are becoming unexpected hotbeds for premium retail, showing stronger consumer enthusiasm compared to the broader national trend of weak demand. Lower living costs, reduced debt burdens, and capital brought back by returning migrant workers are collectively boosting household purchasing power in these areas.

A notable example is Jingshan, a city in Hubei province with fewer than 600,000 residents. Zhang Liang, a former truck driver, invested 600,000 yuan (approximately US$88,969) in May to establish a reseller shop for Sam’s Club products. He sources items from authorized Sam’s Club stores to cater to local demand for well-known brands and higher-quality goods. Several Sam’s Club resellers already operate in the industrial county, indicating a growing market.

County-Level Spending Surpasses Major Cities

This trend is not isolated to Jingshan. Per capita consumer spending among urban residents in five Zhejiang province counties, including Leqing, Yuhuan, Yiwu, Wenling, and Haiyan, exceeded that of Beijing and Shanghai in 2025. Data showed Beijing’s per capita spending at 50,667 yuan last year, while Shanghai’s stood at 54,765 yuan. This indicates a significant shift in economic dynamics and consumer behavior.

Peng Peng, executive chairman of the Guangdong Society of Reform, a think tank studying regional economic development, noted that smaller Chinese cities increasingly possess the financial capacity and desire to match first-tier cities in their demand for premium products and services.

Underlying Economic Factors

The growing financial strength in these smaller urban centers is attributed to several factors. Lower living expenses and reduced financial burdens allow residents more disposable income. Also, capital accumulated by migrant workers returning from larger cities is being reinvested and spent locally, further stimulating the regional economies. This shift highlights a rebalancing of consumer power across China’s diverse urban landscape, creating new avenues for retail expansion and brand engagement beyond traditional metropolitan hubs.