Catch Phrase | 小镇青年（Xiǎozhèn qīngnián）

Meaning:

“小镇” means “township,” and “青年” means “young people.” This term refers to young people living in smaller cities and townships, as opposed to those living in first-tier (Beijing, Shanghai, Guangzhou and Shenzhen) and second-tier Chinese cities (provincial capitals, economically strong cities in the East and regional economic hubs). These young people, with a decent job in a small city, often do not earn as much as those working in big cities. However, they don’t have to worry about sky-high housing prices and living expenses. Many of them have purchased a home and a car, possibly subsidized by their parents. With more leisure time to spend, this group of young people live an enjoyable life.

Example:

A: 最近这两年三四线城市居民购车和海淘都大幅增长。

Zuìjìn zhè liǎngnián sānsìxiàn chéngshì jūmín gòuchē hé hǎitáo dōu dàfú zēngzhǎng。

The past two years have witnessed a drastic increase in car sales and cross-border online shopping in smaller Chinese cities.

B: 小镇青年生活压力小，闲暇时间多，乐于花钱敢消费。

Xiǎozhèn qīngnián shēnghuó yālì xiǎo，xiánxiá shíjiān duō，lèyú huāqián gǎn xiāofèi。

Young people living in smaller cities face less financial pressure than their peers in big cities; with more leisure time, they are willing to spend money.