Reference News Network, September 15 report. According to the Japanese "Mainichi Shimbun" on September 12, which cities drive personal consumption that supports China's economy? Previously, the conventional view was that Shanghai, Beijing, and large coastal cities played a driving role, but in recent years, the situation has quietly changed.

The report said that in the inland area of Hunan Province, the provincial capital Changsha, after exiting the subway station, you can see shopping centers with large parking lots, which are also common in Japan. This is "AEON MALL Changsha Xingsha," which opened as the first store in the city in September 2024.

Although the reporter visited on a weekday morning, the shopping center was crowded with people with children and young couples. General Manager菅原基治 said, "Chinese consumers are increasingly valuing lifestyle and looking for comfortable experiential services within the stores."

With rapid economic growth, Chinese consumers used to favor high-end goods and brands, but in recent years, "physical consumption" that emphasizes experience has also attracted attention, rather than just shopping.

To this end, Changsha Xingsha has set up rest areas and places great emphasis on "comfort." Ample entertainment facilities are available, and shops specializing in sports and outdoor goods are particularly prominent. Outdoor stages also host music events for young people. AEON MALL plans to open a second store within the city of Changsha this year.

Sugawara said that AEON MALL is actively opening branches in inland areas because "the number of young people who will form families in the future is increasing, and further development of the shopping mall can be expected." By the end of 2024, the population of Beijing and Shanghai decreased compared to the previous year, while the population of Changsha is growing. In addition, the populations of major inland cities such as Hefei, the capital of Anhui Province, and Chengdu, the capital of Sichuan Province, have increased significantly, with more young people moving in, according to reports.

Why move to inland areas? The key lies in "cost-effectiveness." The housing prices and rents in Beijing and Shanghai remain high, making it difficult for young people without property to live there. According to Professor Kishiguchi Kiyoyuki, a scholar at Canon Global Strategy Institute familiar with the Chinese economy, more people are now choosing to live in cities that suit them. He said, "Companies with strength are also transferring their production and sales bases to inland areas, where there are job opportunities and it is easy to move."

The inflow of young people has also made consumption more active. Changsha is known for its thriving "nighttime economy." According to local residents, there are many people taking taxis late at night recently. Restaurants operate late into the night, and small live concerts are very lively.

The phenomenon of consumption "tilting towards the interior" has begun to appear in official data from the Chinese government. According to social retail sales data for each city, the first quarter of this year showed that Chongqing surpassed Shanghai, and "China's consumption is diversified" has become a topic of discussion. (Translated by Liu Jieqiu)

Residents watching a flower drum opera performance at the Huogongdian in Puzizi Street, Changsha City (Drone photo) (Chen Zhenhai, photo)

Original article: https://www.toutiao.com/article/7550189318476808758/

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