n skating and skiing lessons, said Zheng Shiyong, deputy director of Yanqing district’s education commission.
“We will continue supporting and encouraging more people to participate in winter
sports,” he said, adding that around 17,000 students will experience winter activities by the end of this year.
Some professional winter sports activities have also been designed into the distr
ict’s education plans, with more professional instruction to students, according to Zheng.
The district’s education authorities also cooperated with its sports bu
reau to make winter ice and snow sports available to all residents in the area.
“We will have 110,000 people participating in winter ice and snow acti
vities by 2022 in Yanqing,” said Ma Zhiyong, deputy director of the sports bureau.
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.