What are the characteristics of rural consumption in China?

China rural consumption characteristic fee is:

Generally speaking, rural residents' consumption is mainly based on the pursuit of practicality, like cheap products, have higher requirements on the quality, performance and durability of goods, and are most sensitive to price. Conceptual and luxury goods have basically no market in rural areas.

Most rural residents decide their buying behavior not according to their own subjective needs, but according to the consumption behavior of others. They are used to asking acquaintances before buying and believing in them.

This is because people are used to buying snacks to entertain relatives, friends and children in the form of gift packages during the Chinese New Year. Convergence and conformity make more people join in.

Usually rural consumption is based on thrift, careful calculation, reluctant to spend money, and even dare not spend in advance. But on some important occasions, such as holidays and human exchanges, we will change our usual practice and take out the money we have saved and spend as much as we can.

Such polarized consumption characteristics make the consumption of rural residents show a concentrated trend, with less consumption at ordinary times and more consumption on important occasions, forming a strange phenomenon that thrift and luxury coexist in the consumption concept.

In China society, which attaches importance to interpersonal relationship, "reciprocity", a social communication ethics with cultural and moral implications, has finally become a means for private exchange of interests, that is, human feelings. To some extent, "face" is the root cause of rural consumers' human consumption and comparison consumption.