ames was unveiled in February. Plans aim to optimize the venues’ designs and operations to be beneficial to the hosting regions after 2022.
“Here, you have the venues from 2008 that are going to be used
in 2022 for a complete set of winter sports. This is a wonderful legacy story,” said Juan Anto
nio Samaranch, vice-president of the International Olympic Committee.
Powering all the 2022 venues using green energy while minimizing environmental impacts, while p
lanning for their post-Games operations, are key in venue preparation this year, Liu said.
To support the preparations financially, Beijing 2022 has signed nine domestic marketing partners and four second-tier spon
sors, while the Games’ licensing program, which was launched early last year, has contributed 257 million yuan ($38
million) in sales of more than 780 types of products with the Winter Games logo as of the first quarter this year.
unt for about 20 percent of the total, but they have quadrupled in the past two years.
“If you can prove to small-town youths that the products are useful, they are willing to pay,” Lan said. “Some inno
vative Saky products have also seen rapid growth in lower-tier markets, including one that removes stains from teeth.”
Chen, from Roland Berger, said that while small-town youths are narrowing the gap with their count
erparts in bigger cities in many ways, they still have many distinct demands. If companies want to win t
hem over, it is important for them to have a deep understanding of lower-tier markets and to draw up strategies acc
ordingly, whether in building brand awareness, or providing specialized products and distribution channels.
For example, while helping a jewelry company to access lower-tier markets, he found tha
t jade inlaid with gold is very popular, although it is considered unfashionable by consumers in large cities.
organ Stanley China, said this age group will be a main driver of the consumption upgrade in the next decade, with consum
ption in third- and fourth-tier cities expected to reach 45 trillion yuan in 2030, compared with 15 trillion yuan in 2017.
There were estimated to be about 112 million small-town youths in
China last year, according to mobile internet industry consultancy iiMedia Research.
Chen Ke, a senior partner with global consultancy Roland Berger, said that with lower housing prices in third- and fourth-tier c
ities, small-town youths have sizable disposable income and are more willing to spend a larger proportion of th
eir income on daily consumption, compared with people of the same ages living in bigger cities.
“They also have an increasing desire to live a better material and spir
itual life, are becoming more interested in personal products and are more willing to sp
end on entertainment and hobbies, as they have more spare time than their peers in big cities,” he said.
“Products that just scratch the surface, like simple tours of famous universities, have fallen out of favor with the market,” Zhang says.
Language training, NASA’s space camp, computer programming, homes
tays, wild animal care and desert and museum experiences are among the most popular options.
“Certain volunteering and public-welfare routes have seen a particularly fast increase in bookings,” Zhang says.
During the recent winter vacation in February, study-t
rip bookings surged by 80 percent compared with the same period of last year.
Domestic trips cost roughly 4,500 yuan ($663) per capita on ave
rage, while expenditures hit 21,000 yuan for outbound experiences, the agency reports.
Parents from Shanghai, Beijing and Guangdong province’s Guangz
hou and Shenzhen are the most willing to spend, according to Ctrip’s data.