Summary of Key Points
This article discusses how the "lower-tier market" has evolved from being a despised, "rustic" label in the entertainment industry to becoming a sought-after representative of the general public. Initially, it was merely a geographical classification for consumers outside the urban core areas (the "five-ring area"), but now it has become synonymous with the aesthetic preferences and emotional values of the average audience—those who watch short videos, share their genuine feelings, and value companionship. Entertainment companies have started to pay attention to this market because the widespread use of short videos has given the public a voice, rendering the traditional elite evaluation system ineffective. However, the lower-tier market is a double-edged sword; it can boost an artist's popularity just as quickly as it can lead to a backlash. In the end, only high-quality content will earn the lasting recognition of the audience.
1. The Lower-Tier Market in Entertainment: From a "Rustic Label" to a Synonym for the General Public
The term "lower-tier market" originally referred to consumers outside the urban core areas, as used by businesses like those selling household appliances or platforms like Pinduoduo, without any emotional connotations, simply indicating differences in location and consumption habits. In the entertainment industry, however, its meaning has changed. It no longer solely depends on where someone lives but on their beliefs—whether they watch short videos on platforms like Douyin or Kuaishou, trust their own feelings over professional film reviews, or prefer artists who provide companionship.
For example, when Yang Zi won the Baiyulan Award, there was debate on Douban about the quality of her work, but the Douyin comments were filled with congratulations from fans who had followed her from the beginning. This audience segment is what is referred to as the "lower-tier market." Shen Teng's movies sell out regardless of the genre, and Dao Lang's concerts in secondary cities are always full. Zhang Jie may receive criticism online but has a high popularity offline—these are all examples of the influence of the lower-tier market (the general public).
2. Why Has Entertainment Suddenly "Embraced" the Lower-Tier Market?
Previously, the power to shape entertainment trends was held by platforms like Douban and Zhihu, which labeled the lower-tier market as "rustic" or "low-quality." However, things have changed:
- Short videos have taken over the narrative: Traffic from first- and second-tier cities has peaked, and short videos are gaining popularity in lower-tier areas, where there are more users with longer online engagement times, making them a major force in content consumption.
- Elite evaluations no longer matter: The traditional approach of relying on professional reviews and renowned directors is becoming increasingly disconnected from the average audience's experiences. For instance, some movies may have high ratings from experts but are not well-received by the public, leading to doubts about these standards.
- The public can now speak up: Short videos and live broadcasts provide a platform for ordinary fans to express their preferences, which can influence content popularity (for example, a popular Douyin trend can make a TV series a hit) and even prompt platforms to change their strategies. Businesses and artists realize that tapping into the lower-tier market means tapping into real consumer demand.
3. The Lower-Tier Market as a Double-Edged Sword
The support from the lower-tier market is both swift and unpredictable:
- Rapid promotion: Artists like Bai Lu and Lu Yuxiao became famous quickly through short video clips and leaks on Douyin, gaining thousands of followers in a short time.
- Sharp backlash: Even established artists like Xie Na, who has been in the industry for 20 years and enjoys a good reputation among the general public, can face criticism when their concerts are poorly organized or tickets are expensive. The public's dissatisfaction can even lead to negative trends on social media (e.g., the hashtag #MaliceTowardsXieNa).
Why? Because the lower-tier market values genuine feelings, and without solid content, negative feedback spreads more quickly than positive reviews.
4. The Lower-Tier Market Is Not "Vulgar"; It Reflects the Public's True Entertainment Preferences
Many people think the lower-tier market is associated with something kitschy, but the article argues that it simply reflects the preferences of ordinary people. For example, liking Yang Zi is based on personal affection from watching her grow up, enjoying Shen Teng for making them laugh, or admiring Dao Lang for his relatable lyrics. These choices are not superior or inferior to other forms of entertainment; they simply reflect individual preferences that outweigh professional evaluations.
Nowadays, the entertainment industry considers the lower-tier market as a key commercial focus, but in essence, it reflects the real needs of the audience. Instead of trying to cater to this market, artists should focus on creating quality content. Ultimately, only those works that stand the test of time will truly connect with the public.
Conclusion
The rise of the lower-tier market in entertainment is a result of the growing power of the general public. It is not a threat or a one-size-fits-all label; it is simply a reflection of the audience's preferences, as demonstrated through their consumption habits. For artists, rather than worrying about whether to target this market or not, it is more important to produce quality content that earns genuine public recognition. Traffic may fluctuate, but good works will endure.