CIM043: Understanding One of 2019’s Biggest Consumer and Content Trends: Xiachen
In this episode we discuss the concept of xiachen. Xiachen literally means to sink or submerge, and is now a popular term meaning sinking or moving down into lower tier markets. Xiachen content, apps, influencers, and products appeal to everyday, ordinary Chinese people. People in these lower tier cities can’t relate to the sophisticated content […]