This study is aimed at analyzing the characteristics of the consumer market in the new emerging cities in China and coming up with recommendations with regard to strategies for entering them. This study contains two important differentiating factors: 1. The first point of the study that differentiates it from the rest is that it analyzed the consumer market with its research focus on the specific, ‘micro’ consumer attributes limited to 10 target cities in China, instead of reviewing all major metropolitan areas; 2. This study performs a one-on-one survey and case study in terms of its research methodology, while also applying key management theories such as consumer behavior model, 4P and STP strategy.