Abstract: In line with the national people-centered new urbanization strategy, which aims to strengthen counties by addressing their weaknesses and meeting the needs of both migrants and current residents, this study examines county development from a ‘supply-demand matching' perspective. Specifically, this matching refers to the alignment between county construction in terms of living environment, public services, recreational facilities, transportation, and employment platforms, and the needs of two groups: those who have moved to counties and intend to stay long-term, and those who have not yet moved but consider doing so. While existing research focuses mainly on the supply side, this paper investigates the insufficient attractiveness of counties from the resident demand side. Firstly, this paper identifies the subjective demands of residents through questionnaire surveys and finds that they prioritize essential livelihood and development issues over quality-of-life and image-building projects. Then, drawing on multi-source data, it assesses the current state of county construction. By comparing these findings with multi-source data regarding the current county conditions in Hubei, we reveal two main types of ‘supplydemand mismatch': ‘oversupply with low demand' and ‘undersupply with high demand'. Finally, demand-oriented optimization strategies are proposed accordingly.