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1、TheComingofageChina’snewclassofwealthyconsumersTheComingofageChina’snewclassofwealthyconsumersYuvalatsmonJenniferDingVinayDixitianStmauriceClaudiaSuessmuth-DyckerhoffTheauthorswishtothankglennLeibowitz,eugeneLin,VivianShen,haiYe,JingyiZhangandRachelZheng,fortheirc
2、ontributionstothisreport.ConTenTSexecutivesummary6Thecomingofage:China’snewclassofwealthyconsumers8fast-growing,fast-changing10TheuniqueprofileofChina’swealthyconsumers14aneeds-basedsegmentation20Conclusion27insightsChinabymcKinsey31Sidebars:abouttheresearch9Retai
3、lappeal13Thepowerofbrandawareness18Pricing265exeCUTiVesummarymarketersarewellawareofthe1.Thefast-growingsuddenandfast-growingprosperityandfast-changingenjoyedbyChineseconsumers,andnatureofthesegmentmanyarealreadyseekingtoservethewealthiest.ThereismuchtoplayTheweal
4、thycurrentlyaccountforfor.in2008,thenumberofwealthylessthan1%ofurbanChinesehouseholdsinChinareachedhouseholds,buttheirnumbersare1.6million.By2015,itwillhavegrowingataround16%perannum.morethan4millionhouseholds,aboutonehalfoftoday’swealthymakingittheworld’sfourthla
5、rgestconsumerswerenotwealthyfourcountryintermsofitsnumberyearsago,andmorethanhalfofthoseofwealthyhouseholdsafterthewhowillbeclassifiedaswealthyinfiveUS,JapanandtheUK.moreover,tosixyearsarenotwealthytoday.atinsuchafast-growingandyoungpresent,thewealthyareconcentrat
6、edmarket,companiescandomuchintheeastandCentralSouthregionstoshapethetaste,spendingofthecountry,andaround30%livehabitsandloyaltyofconsumersininChina’sfourlargestcities.Butaawiderangeofindustriessuchaslargeproportionofthenextgenerationautomotive,realestate,bankingof
7、wealthyconsumerswillcomeservices,consumerelectronicsfromsmallerones.Weestimateandconsumerluxurygoods.thatthree-quartersofthegrowthinthewealthyconsumersegmentwillThescaleoftheopportunityissuchcomefromconsumerswhodonotthatcompaniesneedtotailortheircurrentlyliveinthe
8、fourbiggestcities.strategiestomeetthespecificneedsofChina’swealthyconsumers.Tohelp2.WealthyChinesethemintheirtask,mcKinseyrecentlyconsumersareunique:con
