Search for "board game stores" on your phone and pop up four or five stores; On weekends, cafes are fully booked, and new style tea shops line up in long lines; Supermarkets frequently receive orders, and delivery riders are so busy that they forget to eat... Many attentive people have discovered that some business districts, shops, and services that were once considered "standard in big cities" have quietly landed in their hometown towns in recent years. The continuous entry of new brands, the emergence of new services, the rapid development of new formats, and the vibrant consumption in the county town have deeply touched more and more people. Where does the new consumer demand come from? What are the characteristics of the new consumer group? How to develop new consumer formats? In response, the reporter conducted a visit to a commercial complex in Feidong County, Hefei City, Anhui Province. Residents' demand is on the rise - the new brand settles in the county town on Friday night at Feidong Wuyue Square, with a surge of passenger flow. The delicious food in the night market in front of the door is fragrant, and the snack stalls are filled with "fireworks"; The outdoor small collection is brightly lit, with everything from hoop shooting to nail salons and haircuts; In the mall, people come and go, and the sound is overwhelming. Various brands are dazzling. The first thing that caught the attention of reporters was Starbucks, located at the entrance of the mall. The coffee shop is almost full, and some customers order good drinks and immerse themselves in the world of reading; Some seem to be gathering with friends, chatting and laughing happily. Shop assistant Li Yaling inquired about customer requirements while operating the computer to complete the order and payment in an orderly manner. The store opened in August last year, and usually has the most people on Friday evenings and weekends, "said Li Yaling. During the Chinese New Year, I was busy from morning to night and had delivery orders, so I couldn't get over it. "The store manager, Zhou Jichao, was speaking as a delivery rider walked in, picked up the packaged drinks, and left. Following the rider out of the store door, a little girl approached with a prominently packaged tea drink. The reporter inquired and learned that a new Chinese style tea shop called "Ba Wang Cha Ji" has opened on the fourth floor of the shopping mall. The wooden structure of the front door, handwritten signs, and decorative theatrical facial masks, as well as the traditional cultural elements of the storefront, are very prominent. As a recently popular tea brand, this store has attracted many consumers to come and "check in". Many customers hold up their phones to take photos in the store after ordering. It is estimated that we can sell over 100 cups tonight, "store manager Ge Linfei said while making drinks." When selecting the location, we focused on the advantage of high customer flow in the mall, and the rent, water and electricity costs in the county town are also not high. In recent years, the trend of new drinks sinking into the county town has become increasingly evident. According to data from Zhiyan Consulting, as of January this year, the number of coffee shops in third tier and below cities nationwide exceeded 4000, accounting for 1/4 of the total number. According to Meituan data, in Hefei alone, more than 40 Starbucks stores have been distributed in 7 districts and counties. In Zhou Jichao's view, more and more new brands are entering county towns mainly because "there are more and more young people in the county town who are willing to buy a cup of coffee and relax during leisure and entertainment. Due to the new demand of young people for clothing, food, housing, and transportation, the consumer market in the county town is changing. We have attracted young clothing fast moving consumer goods brands, and new stores are about to open. "Zhou Yu, the operation director of Wuyue Plaza, introduced that there are currently more than 200 brands in the mall, with a daily customer flow of over 40000 people on weekends." Consumers have demand, and new brands are entering, which is why the consumption in the county town can be upgraded and upgraded