China’s home kitchens: user needs differ in urban and rural areas

Shopping from TMall is giving us a little window into difference in pace and quality of life in China’s urban and rural areas.
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China User Research Market Research: Cooking Kitchen Appliances

The data

Shopping data from online retail platform TMall is giving us a little window into how pace and quality of life differ in urban and rural areas.

Check out the most popular kitchen appliance purchases in China’s megacities (Tier 1), mid-sized cities (Tier 2-3) and towns (Tier 4-6):

Tier 1 cities Tier 2-3 cities Tier 4-6 cities
Themes
  • Western food
  • Speed and convenience
  • Green eating
  • Nurturing
  • Slow pace of life
  • Sanitation
  • Basic kitchen safety
Top purchases
  • Sandwich maker
  • Crepe maker
  • Dishwasher
  • Electric oven
  • Electric stew pot
  • Soy milk maker
  • Coffee maker
  • Trash and food disposal
  • Health tonic boiler
  • Dish sanitizer
  • Electric steamer
  • Juicer
  • Electric hot pot
  • Kitchen hood
  • Drinking water dispenser
  • Water filter
  • Water boiler

Why it matters

  • Consumption in third-tier cities and below is expected to pick up the slack in the coming years.
  • It’s not wise to assume you understand the “China market” based on research conducted on first-tier city residents. Needs differ drastically from location to location.
  • But, as China’s lower-tier cities continue to develop, the preferences of today’s urban residents might help predict the future preferences of tomorrow’s rural residents.

Sources

Trivium UB tracks user behavior and market attitudes in China. A Trivium China project.

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