The Consumers Who Will Drive China's Next Decade of Growth

These days, when discussing the future of consumer spending in China with executives, the most common question they ask is how fast will it grow, and how much of it will be drive by e-commerce.    And the one term gets thrown out more than any other to describe the forces behind consumer spending growth is the middle class.   But, sadly, knowing about a middle class – typically defined by some income thresholds - does not tell us anything useful about how to size or capture the opportunit...