Rural China: Introduction

According to data from the National Bureau of Statistics, at the end of 2008 the rural population in China — those who live outside of major and small urban areas — numbered 721.35 million. That's over half of China’s population. Their average net income is RMB 4761 per year (roughly equal to USD $700) with a growth rate of 8.0 percent compared to last year. The poverty rate is 5.54 percent. 38.2 percent of the rural population finishes doesn't make it past elementary school.

Collectively, the rural population represents the largest and most powerful untapped consumer group in China, but they remain relatively unnoticed, unknown, and marginalized. This presents a challenge that we're willing to take on with great passion.

Earlier this year, we conducted a research program to shed light and reveal insights on the rural population of China. We intended to demystify and explain cultural traditions, modern behaviors, and environmental contexts. As a whole or individually, these insights were expected to help identify the market opportunities and design considerations for products and services. Also, sometimes it’s valuable just to see a new point of view. Our topics will range across family life, healthcare, education, work, transportation, energy, technology, branding, and consumerism. We’ll also look to learn and share our methodologies of conducting research in these very unique contexts. In our next post, we’ll begin by reflecting on a recent trip to Anhui province...

- Brandon Edwards, Associate Creative Director, Shanghai Office

根据中国国家统计局的数据，2008年底，中国的农村人口为7亿2千万。农村人口的比重超过了中国总人口的一半。他们住在主要城市以及小城市以外的农村。统计资料同时显示，农村人口的净收入为年均4761元（约700美元/年），与去年同期相比上升8.0%。农村人口的贫困率为5.54%。而在所有的农村人口中，有38.2%的人只有小学或以下学历。 这些农村人口共同代表了最大的也是最强有力的潜在消费者群体（使用这一词是基于各类公司和设计师开始使用类似于“消费者群体”这样的词汇）。但相对而言，他们仍然未被关注、未被知晓并被边缘化。我们把这认为是一种挑战和激情。 因此，这一调查项目的目的在于了解中国的农村人口并提供相关的见解。我们希望阐明并解释文化传统，现代行为和环境背景。不论是单独来看还是作为一个整体，这些见解会帮我们找出市场机遇以及设计产品和服务时的考量。有时候，仅仅看到一种新的观点也是非常有价值的。 我们的主题会包含诸多方面：从家庭生活，医疗保健，教育，工作，交通，能源，技术，品牌到消费主义。我们也会在这一特殊的背景下学习并分享我们进行调查所使用的方法论。 我们的下一篇博客将从回忆最近一次去安徽省的旅程说起……

- Brandon Edwards, 上海工作室创意副总监