When contemplating the sheer size of China’s consumer market – 1 billion potential customers strong – the unwary consumer goods company or retailer might overlook an even more significant reality: There is no single Chinese consumer market. Indeed, in a remarkably short period of time, four distinct urban-based consumer archetypes have emerged in China, each with different preferences and behaviours. As this ecosystem continues to evolve – driven by demographic shifts, urbanization and the rapid uptake of digital technologies -- the Chinese consumer will remain something of a moving target.
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