The next wave of consumer growth in China may come from beyond the biggest cities. New national measures are encouraging county-level markets to upgrade commercial facilities, bring in more brands, and develop new forms of retail sales. In China's administrative system, a county-level city is an administrative area below a major prefecture-level city, often combining an urban center with surrounding towns and rural areas. And in east China's Yiwu, a county-level city better known for selling goods to the world, a new story is emerging: people are increasingly willing to spend at home.