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Beyond present into the future

The new aspirations of China’s middle class (part 3 out of 4)   Access to a higher standard of living allows the Chinese middle class to look further than the present to anticipate and secure the future. Within all population strata keeping healthy is considered the first factor of happiness in life and the share […]

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From ostentation to experience

The new aspirations of China’s middle class (part 1 out of 4)   Quite like anywhere else in the world, when they join the ranks of the middle class Chinese citizens aspire to consume the brands they see on television or other media commercials and could not afford before. Then, when they go up the […]

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The new aspirations of China’s middle class

As opposed to the middle class in Western countries, which tends to shrink under the effects of a slowing economy, China’s middle class is growing rapidly to the point that it will exceed 600 million individuals within ten years. Here is a huge reservoir of consumers able to spend beyond their primary needs and to […]