MOFCOM’s County Commerce Development Report (2026), released Nov. 3, says
China’s county-level consumer market is the most promising area for consumption
growth. Rural retail sales of consumer goods reached 6.8 tln yuan in 2025, up
4.1% YoY. Rural living standards and supply quality improved, commercial
networks expanded, new consumption formats emerged, and rural delivery logistics
accelerated downward penetration as county-level logistics distribution centers
achieved near-full national coverage. The 2025 county consumption prosperity
index was 47.5, in a stable range; the services sub-index was highest,
reflecting a continued shift toward service consumption in county markets.
