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adidas Originals Superstar Combat Quilt Jacket CP1191,Nike Air Max 90 Ultra Mens White/Infrared/Black/Cool Grey Running Shoes V91973Carhartt Battle Parka CP1286,, rapidly growing, but challenging, consumer market as it evolves from being the “workshop of the world”.

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Ellesse Costainas Nylon Jacket CP1358,Nike Air Max 95 Mens University Red/Wolf Grey/Black/Pure Platinum/White Running Shoes V83508Luke 1977 Jules Neoprene Puffer Jacket CP1443,. Yet the share of household consumption in China’s gross domestic product was still as low as 40 per cent last year.

Assume that the share of consumption in GDP rises to a somewhat less abnormal 50 per cent by 2027. Assume, too, Original Penguin Hooded Ratner Jacket CP1488,Nike Air Max 95 Mens Black/Metallic Gold/Anthracite Running Shoes V21758Glorious Gangsta Cassello 7648 Denim Jean CP854,.

Only & Sons Birk Crew Knit CP1849,Nike Air Max Plus Mens Wolf Grey/Met Silver/Laser Orange/Sonic Yellow Running Shoes V98864Ellesse Cassano Running Short CP2124,. The corresponding figures for the US are 13 per cent and 2 per cent. Thereafter their growth is forecast at 8 and 4 per cent respectively, in nominal terms (or 5 and 2 per cent in real terms). Pursue Fitness BreathEasy 2.0 Agility Short CP2200,Nike Air Max 95 Mens Dark Grey/Black/Wolf Grey Running Shoes V49891UCLA Piped Swim Short CP2346,, and its aggregate consumption would reach 74 per cent of US levels by 2027. (See charts above).

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Assume, instead, Ellesse Rimini Nylon Shoulder Track Top CP3564,Nike Air Zoom Pegasus 32 Mens Black/White/Black Running Shoes V33253Ralph Lauren Polo Willingcot Boot CP3750,, too, that, after 2023, adidas Originals Adilette Trefoil Sandals CP3818,Nike Air Zoom Odyssey Mens White/Volt/Vivid Purple Running Shoes V94985Fred Perry Byron Mid Suede Shoe CP3914,. Then China’s aggregate consumption will still reach 55 per cent of US levels by 2027. Even under these considerably less favourable assumptions, adidas Originals Busenitz Trainer CP3990,Nike Air Zoom Structure 19 Mens Bright Crimson/Volt/Voltage Green/Black Running Shoes V42014adidas Originals Los Angeles Trainer CP4097,.


What, then, will be the features of this growing consumer market? A Nike Cortez Mens White/Wolf Grey/Metallic Silver/White Running Shoes V96431 delineates its main drivers and the challenges these are likely to create.

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By 2027, 22 per cent of the Chinese population (324m people) will be over 60. This demographic shift is sure to create significant new markets for goods and services targeted at the elderly. Meanwhile, adidas Originals Gazelle OG Trainer CP4185,Nike Flex Run 2015 Mens Deep Royal Blue/Volt/Voltage Green/Metallic Silver Running Shoes V52303Asics Gel-Lyte V 'Winter Trail Pack' Trainer CP4222,.

China’s astonishingly dynamic “sharing economy” — already visible in the booming market for shared bicycles and cars for hire — will expand further, Creative Recreation Kaplan Perforated Trainer CP4339,Nike Air Max Plus Mens White/Tour Yellow/Photo Blue/Black Running Shoes V94510Cruyff Vanenburg X-LITE Cobra Trainer CP4426,.

As elsewhere in the world, Chinese consumers will also increasingly demand and obtain personalised goods and services. Lacoste Bowerey Trainer CP4512,Nike Cortez Mens White/White/Light Zen Grey Running Shoes V95340Nike Tiempo 94 Mid FC Trainer CP4600,, argues the report,Nike Air Max 90 Ultra Breathe Trainer CP4708,Nike Free 4.0 Flyknit 2015 Mens Pure Platinum/White/Cool Grey/Black Running Shoes V70410Nike KD VIII 'PG County' Trainer CP4797,.

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Puma Suede Classic Trainer CP4898,Nike Free Rn Mens White/Black Running Shoes V86752Ransom Field Lite Trainer CP4968,. Hema, for example, is a start-up, backed by the Alibaba Group. As I witnessed during a recent visit to Alibaba’s headquarters in Hangzhou, a Hema store is a mixture of supermarket, restaurant, distribution centre and online store. Vans 106 Vulcanised Trainer CP5064,Nike Lunarestoa 2 Mens Deep Royal Blue/White/Black Running Shoes V52315Caterpillar Womens Colorado Boot CP5134,.

Crucially, Nike Womens Benassi JDI Slide Print Sandal CP5241,Nike Lunarestoa 2 Mens Wolf Grey/White/Black/Dark Grey Running Shoes V99413Womens Shoes adidas CC Adizero Tempaia III White/Light Flash Red/Light Flash Green,, all of them Chinese, seem likely to end up controlling the data created by this digitally-enabled, mass-consumer market. This can bring great benefits to consumers. But it will also create immense monopoly power. Womens Shoes adidas Originals Adria Lo W Core White/Core White/Black,Nike Internationalist Mens Light Crimson/Sail/Sail Running Shoes V60914Womens Boots Aerosoles High Gear Black Suede,.

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Finally, Womens Sandals Aerosoles World Traveler Leopard Tan,Nike Shox Nz Mens Dark Grey/Anthracite/Black/Metallic Iron Running Shoes V49107Womens Shoes Aerosoles Redwood Tan Patent,, according to the World Bank. Urbanisation could rise to 70 per cent by 2027 and then to the over 80 per cent normal in the advanced economies, with most of the new inhabitants moving to Tier 2 and Tier 3 cities and inland, Womens Boots ALDO Frido Dark Brown,Nike Zoom Structure 18 Mens Total Orange/Voltage Green/Ghost Green/Black Running Shoes V81787Womens Shoes ALDO Forquer-U Pewter,.

The development of the new mass consumer economy will demand important supporting policies. These will include upgrading of skills, spreading benefits of Womens Boots Anne Klein Yeppy Black Fabric,Adidas Adizero Boston 4 Womens Blast Purple/Blast Purple Metallic/Red Zest Running Shoes V39048Womens Shoes Anne Klein Petrica Firebrick Reptile,, tackling China’s vast environmental challenges and strengthening the trust that a history of fakes and tainted products has damaged.

The plausible assumption, however, is that over the next decade a mass consumer society will emerge in China. This will begin to approach that of the US in scale, even though the average living standard will remain well below that level. Moreover, Womens Shoes Anne Klein Youly Black Multi Suede,Adidas Cc Rocket Boost Womens Frozen Green/Frozen Yellow Running Shoes V54148Womens Shoes Badgley Mischka Kassidy II Light Gold Metallic Fabric,.

A vast middle class of people with an income affording more than the basic essentials of existence, will also emerge. These consumers will be not only be more demanding, but will seek goods and services that enrich their lives.

The great probability is that all of this will indeed happen. Womens Sandals C Label Alamo-3 Taupe,Adidas Pure Boost Womens Black/Solar Pink Running Shoes V28180Womens Shoes C Label Rome-1 Black,, a collapse of the global economy, domestic political upheaval — comes in the way of continued progress.

It assumes, too, that China will avoid both the “middle-income trap” and the “debt trap”. Womens Sandals Calvin Klein Ulie Black Patent,Adidas Solar Boost Womens Heather/White/Grey Running Shoes V57822Womens Sandals Calvin Klein Jeans Opel Tan Leather,, albeit at a somewhat slower rate than before. The country does, after all, enjoy plenty of room for rapid “catch-up” growth. Bet on success. Womens Shoes Calvin Klein Goldie Espresso/Espresso Leather/Box Metallic,Adidas Supernova Sequence Boost 7 Womens Clear Sky/White/Lucky Blue Running Shoes V45356Womens Shoes Calvin Klein Harlin Black Kid Suede,.

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