How to justify 'premium' for the emerging affluent Chinese consumers?

This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them.

How to justify 'premium' for the emerging affluent Chinese consumers?

Sirius Wang and Troy Hakansson

By any definition or calculation, the number of affluent Chinese consumers is growing. The implications of this are many and varied, however one cannot simply apply learnings from other developing economies and expect to succeed in China.

The scale and unique nature of the rising affluent class in China makes it vital that marketers understand the mindset of wealthy Chinese and engage with them accordingly.

In this article the consumer group defined as "high income" does not refer to the "super-rich" moguls often featured...

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