This chapter examines industry marketing strategies and how these have influenced changes in consumption. The increased saturation of the domestic cigarette market in China has, since 2000, been an important reason for the increased globalisation of the China National Tobacco Company (CNTC). Exports alone, however, are not sufficient to maintain high levels of cigarette production. Changes in domestic product offerings are also necessary in order to cope with changing consumer tastes, foreign competition, new patterns of demand and the increased threat of tobacco control measures by the state. The chapter discusses some of the different marketing tactics adopted by the CNTC and the groups targeted to increase levels of consumption. Possible pathways which link regional economic reliance on tobacco growing and manufacturing to high rates of consumption are discussed. The chapter concludes by focusing on the geography of tobacco retailing and the influence of social media. Given the increased restrictions which have been imposed on tobacco advertising, both settings have recently assumed increased importance.