County-level markets fuel robust growth in China's retail sector

(ECNS) -- County-level markets have become a vital engine of China’s retail expansion, with sales nearing 20 trillion yuan ($2.77 trillion), a NielsenIQ report said Monday.

Counties now account for 43% of national FMCG sales and 67% of durable goods sales. Consumption is shifting from essentials to self rewarding purchases, with premium categories rising 16% and omni channel sales up 12.5% year on year.

Durable goods posted steady growth, and tech products’ average prices have climbed for three years.

The Ministry of Commerce and eight other agencies recently introduced 18 measures to boost county‑level consumption.

“County economies are moving toward urban‑rural integration and distinctive local development,” said Ding Na of NielsenIQ, noting the opportunities for retailers in smaller cities.

(By Helen Mo & intern Xu Wenda)