marketing to lower-tier cities in china kuaishou
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- Source：The Silk Road Echo
If you're marketing in China and still ignoring lower-tier cities, you're leaving money on the table. While giants like Taobao and Douyin dominate first-tier hubs like Beijing and Shanghai, savvy brands are turning to Kuaishou—China’s short-video powerhouse—to tap into the real spending power of三四线城市 (3rd- and 4th-tier cities).
Kuaishou isn’t just popular—it’s deeply embedded in the daily lives of over 600 million monthly active users (MAUs), with more than 70% coming from outside China’s top 20 urban centers. Unlike Douyin’s polished, aspirational vibe, Kuaishou thrives on authenticity. Think backyard barbecues, family moments, and local craftsmanship—all streamed live by real people.
Why Lower-Tier Cities Matter
These so-called "smaller" cities aren’t small at all. In fact, they house nearly 70% of China’s population. And their purchasing power? Surging. According to a 2023 report by iiMedia Research, disposable income in lower-tier cities grew at a CAGR of 8.3% from 2019–2023—outpacing first-tier areas.
What’s more, consumers here value trust and relatability over flash. That’s where Kuaishou shines. Its algorithm promotes content based on genuine engagement, not just virality, giving smaller brands a fair shot.
Kuaishou vs. Douyin: Know the Difference
Let’s clear the confusion. Both are short-video platforms, but their audiences couldn’t be more different.
| Feature | Kuaishou | Douyin |
|---|---|---|
| Primary User Base | 70% from tier 3+ | 60% from tier 1–2 |
| Monthly Active Users | 620 million | 750 million |
| Content Style | Authentic, community-driven | Polished, trend-focused |
| eCommerce Conversion Rate | ~6.8% | ~5.2% |
| Average Order Value (RMB) | 183 | 142 |
Source: iiMedia & QuestMobile, 2023
Notice that? Despite fewer total users, Kuaishou delivers higher conversion and bigger average orders. Why? Because its users buy from people they feel connected to—not just influencers with millions of followers.
How Brands Win on Kuaishou
Skip the celebrity endorsements. Instead, partner with chengyi (ordinary creators) who reflect your target audience. A skincare brand might collaborate with a 35-year-old mom in Hengshui who shares her morning routine. Real. Relatable. Results-driven.
Live streaming is your secret weapon. Kuaishou’s live commerce GMV hit ¥950 billion in 2023, with 60% generated in lower-tier regions. During the 2023 618 Shopping Festival, rural producers sold over ¥3.2 billion worth of goods via Kuaishou—up 42% YoY.
Pro Tips for Success
- Speak Local: Use dialects and regional humor. A joke in Sichuanese lands better than Mandarin read from a script.
- Leverage Community: Encourage user-generated content with simple hashtags like #MyKuaishouLife.
- Go Live Often: Consistency builds trust. Aim for 3–4 live sessions weekly.
Bottom line? If your marketing to lower-tier cities in China doesn’t include Kuaishou, you’re missing the heart of China’s next consumer boom. It’s not about going viral—it’s about being real.