The new challenge of China’s emerging affluent class: Juggling it all

Tom Doctoroff

Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • A new affluent class is becoming an important source of new buyers for premium products in China.
  • Consumers are increasingly willing to “trade...

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