For decades, China's urbanization has primarily involved trans-regional migration from inland areas to major city regions along the coast or within the interior. As urban-rural disparities diminish, China has transitioned to intra-regional urbanization. However, there remains a gap in understanding the effects of this transition of urban-rural relations within China. This study focuses on counties as the fundamental research unit, examining net migration of the Huang-Huai-Hai Area. The spatial differentiation and its influencing factors were analyzed using ArcGIS and linear regression techniques. The results indicated a shift in the net migration trend of counties' populations in the Huang-Huai-Hai Area around 2010. The phenomenon of “counterurbanization” after 2010 changed the underlying rationale for population net migration. Counties' net migration was affected by both their relationship with cities and internal county factors. The close connection with cities promoted population growth in the counties. In-situ urbanization was vital for county development. The industrial structural adjustments were pivotal in population retention. The healthcare and education resources affected the migration patterns. The “counterurbanization” in this area could create new urban-rural dynamics. The revitalization of county populations meant significant implications for rural revitalization. This study, which is one of the first studies ever of the phenomenon of counterurbanization in a developing country, can provide insights for the development of integrated urban-rural areas and rural revitalization efforts.