(Yicai) July 16 -- Consumption levels in some of China's wealthiest rural counties, such as Yueqing and Yuhuan, are now rivaling -- and even surpassing -- those of major cities, challenging the traditional urban-centric model of spending.

Last year, at least 17 county-level jurisdictions reported average per capita consumption expenditures by urban residents exceeding CNY50,000 (USD6,970), according to publicly available regional economic data. Four of these, all in Zhejiang province -- Yueqing, Yuhuan, Yiwu, and Wenling -- recorded figures above CNY55,000, outpacing even the country's first-tier cities.

Yueqing, a hub for electrical equipment manufacturing, led the list with per capita spending reaching CNY61,143. It was followed by Yuhuan at CNY59,175, Yiwu at CNY58,839, and Wenling at CNY55,260. For comparison, Beijing, which topped China's major cities, recorded per capita spending of CNY53,214.

The four high-spending counties share several characteristics: thriving private-sector economies and dense entrepreneurial populations. Moreover, Yiwu is internationally known for hosting the world’s largest small commodities market.

In addition to these four, nine other counties on the high-consumption list are located in Zhejiang, and four more in southern Jiangsu -- further illustrating the spending power concentrated in eastern China's economically advanced regions.

Improving infrastructure has also played a key role in driving rural consumption. In recent years, coffee chains like Starbucks and Luckin Coffee, along with cinemas and hotels, have expanded into smaller cities, making urban lifestyles increasingly accessible in these areas.

This shift is reflected in entertainment spending as well. According to data from Maoyan Professional Edition, 18 counties posted box office revenues above CNY30 million (USD4.2 million) in the first half of this year. Seven of them also ranked among the top 17 counties in per capita consumption.

Editors: Emmi Laine, Tang Shihua