CIM043: Understanding One of 2019’s Biggest Consumer and Content Trends: Xiachen

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: What does Xiachen mean? And why is this becoming a trend? What is Xiachen content? How is it different than regular content? What are some examples of Xiachen influencers, products and apps? How are consumers in lower tier cities and the countryside different than consumers in 1st and 2nd tier cities? Does xiachen style content also appeal to consumers in 1st and 2nd tier cities? Why is livestreaming very popular among young consumers in rural areas of China? What are some difficulties brands face when trying to market to these xiachen consumers?   Links: Xiachen themed newsletter   Topics include: Why are Kuaishou influencers so good at driving sales? Some of the biggest users of live streaming in China are not teenagers, they’re farmers Farmers cultivate social media sales The epitome of ‘Xiachen’: Kuaishou influencer SanDaGe   The Domestic Beauty Brand Taking Over Xiaohongshu: Perfect Diary 完美日记 一二三线城市的用户消费习惯，已经细碎得没有规律 小镇姑娘们的梳妆台   To learn more about influencer marketing in China, sign up for our new newsletter: The China Influencer Update!   Host: Lauren Hallanan Website: www.chinainfluencermarketing.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514 Check out my book: Digital China: Working with Bloggers, Influencers and KOLs ------- Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog    For additional information and show notes head over to www.chinainfluencermarketing.com If you like this podcast and know someone who might find it interesting, please share!