THE bright lights of Beijing or Shanghai have never held much allure for Wu Tongxu, a 24-year-old civil servant earning a modest salary in the nondescript city of Xinxiang in China’s central Henan Province.

But his lifestyle is anything but parochial.

Wu drives a 370,000 yuan (US$58,800) Cadillac sedan, owns a downtown apartment and dines out at restaurants. He can sometimes be found at rock concerts in Hong Kong or on jaunts up Mount Fuji in Japan — financed by his doting parents.

“If I were to live in Beijing or Shanghai, I’d never be able to afford the lifestyle I’m having now,” said Wu.

Until now, China’s consumption has been led by residents of the capital and free-spending coastal cities. But the hinterland has been catching up fast, transformed by industrialization and rapid urbanization in the last 10 years.

In 2016-2020, around 50 million households will enter the middle and upper classes, with half of them likely to be located outside China’s top 100 cities, according to a report by The Boston Consulting Group and AliResearch, a unit of the e-commerce giant Alibaba.

That transformation has already helped spur a spending surge in the hinterland.

In a report by UnionPay/JD.com, consumption in third and fourth-tier cities, generally cities with gross domestic product of less than US$70 billion, soared 58 percent last year. Taken together, the cities have a total population of nearly 700 million.

Much of that spending is happening in cities like Xinxiang, a city of 6 million, that has benefited in recent years from the rapid development of nearby Zhengzhou, Henan’s capital.

The rise of cities like Xinxiang has coincided with soaring living costs in big metropolises, particularly over the past 18 months as rents hit historic highs.

Beijing and Shanghai are also tightening controls on migrants in an effort to control urban sprawl and curb the growth of their 20 million-plus populations.

As a result, so-called “small-town kids” around the country are increasingly staying in their hometowns.

They are splurging on cars, fashion and entertainment, reshaping China’s consumption landscape as their peers in Shanghai and Beijing contend with high living costs.

Retail sales in Xinxiang soared 12 percent last year, exceeding Beijing’s growth of 5.2 percent. Xinxiang’s gross domestic product was about 240 billion yuan (US$38 billion) last year.

For decades, migrants from smaller cities headed for large urban centers where the country’s economic boom first took root.

That is changing.

In Xinxiang, some 90 percent of millennials are staying put in the city, its mayor, Wang Dengxi, said in a statement, when asked by about demographic changes in the city.

That sort of shift has attracted companies like H&M, Fast Retailing, JD.com, China Evergrande and Dalian Wanda.

Magnus Olsson, country manager for H&M China, said in March that the fashion retailer is looking to improve brand recognition in cities where it is not present.

Morgan Stanley expects China’s private consumption market will more than double to US$11.8 trillion in 2030, from US$4.7 trillion currently, with two-thirds of the increase coming from third and fourth-tier cities.

A survey of over 3,300 households showed that compared with big cities, third and fourth-tier city residents are more inclined to spend on leisure travel, cars and online entertainment, according to Robin Xing, chief China economist at Morgan Stanley. He added that much of the spending was led by millennials.

(SD-Agencies)