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Experimental feature

Nike Air Jordan 11 Glow in the Dark Sole White Black Sneakers 3125806,Nike Radiation Flare Magista Onda II FG Men's Red,Nike Air Jordan 12 Retro Suede Grey White Orange Sneakers 3125888,, rapidly growing, but challenging, consumer market as it evolves from being the “workshop of the world”.


Nike Air Jordan XIII Black Purple Turquoise Sneakers 3125941,Nike MagistaX Onda II Turf Men's Blue,Nike Air Jordan 14 Retro White Blue Sneakers 3125985,. 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, Nike Air Jordan 4 Retro Black-White/Yellow Orange Sneakers 3126097,Nike Air Huarache Men's White,Nike Air Jordan 4 Glow-in-the-Dark Sole Grey Orange Black Sneakers 3126142,.

Nike Air Jordan 5 Retro Black-Red/Metallic Silver Sneakers 3126237,Nike Motion Blur Mercurial Victory DF Firm Ground Men's Pink,Nike Air Jordan 5 Light in the Sole Cool Grey Sneakers 3126262,. 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). Nike Air Jordan 8 Black/Chrome Sneakers 3126376,Nike Floodlight Mercurial Vortex II FG Men's Purple,Nike Air Jordan 9 Hardcover Box Black Green Sneakers 3126421,, and its aggregate consumption would reach 74 per cent of US levels by 2027. (See charts above).


Assume, instead, Nike Jordan Trunner Dominate Pro Grey/Neo Turquoise-Black Sneakers 3126517,Nike Motion Blur Mercurial Superfly FG Men's Pink,Nike Air Jordan Hydro 5 Slide Sandals Black Aqua Sneakers 3126559,, too, that, after 2023, Nike Air Max Mens Gray Red Silver Sneakers 3126987,Nike LunarEpic Flyknit 2 Men's Black,Nike Air Max 2012 Mens Black Blue Sneakers 3126975,. Then China’s aggregate consumption will still reach 55 per cent of US levels by 2027. Even under these considerably less favourable assumptions, Nike Air Max 24 7 Mens Black Orange Sneakers 3127126,Nike Air Presto Low Utility Men's Black,Nike Air Max 90 Mens Black Yellow Sneakers 3127173,.

What, then, will be the features of this growing consumer market? A Nike Flex Fury 2 Men's Black, delineates its main drivers and the challenges these are likely to create.


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, Nike Air Max 91 Mens White Red Sneakers 3127260,Nike Air Presto Fly Men's Green,Nike Air Max Tailwind 6 Mens White Black Sneakers 3127386,.

China’s astonishingly dynamic “sharing economy” — already visible in the booming market for shared bicycles and cars for hire — will expand further, Nike Air Max 1 Unisex Green White Sneakers 3127451,Nike Zoom Pegasus 33 Men's Blue,Nike Air Max 90 HYP QS Unisex All Green Sneakers 3127516,.

As elsewhere in the world, Chinese consumers will also increasingly demand and obtain personalised goods and services. Nike Air Max Lunar 90 Unisex Black Red Sneakers 3127609,Nike Air Max Tavas Children Black,Nike Air Presto 6 Mens Mesh Sneakers Black Green 3127885,, argues the report,Nike Lunar Hyperdunk X Low 2012 BHM Basketball Shoes 3128099,Nike Air Max Tavas Children Blue,Nike Kobe 8 System Black-Green Basketball Shoes 3128187,.


Nike Kobe 9 Elite Inspiration Basketball Shoes 3128227,Nike Air Huarache Infant Blue,Nike LeBron 11 MVP By Lancer Customs Celebration Pack Basketball Shoes 3128323,. 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. Nike Zoom Hyperfuse Low Black Cool/Grey/White Basketball Shoes 3128421,Nike Free RN Children Grey,Nike Zoom Kobe V Basketball Shoes Clown 3128530,.

Crucially, Nike Zoom Lebron 10(X) Black/Pink/Orange Basketball Shoes 3128629,Nike Sunray Protect Infant Black,Nike Dunk Low Pro SB Five Star Mens Sneakers 3128749,, 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. Nike Dunk SB High denim blue Mens Sneakers 3128843,Nike Air Max Zero Infant Blue,Nike Dunk SB High polka dot white Mens Sneakers 3128857,.

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Finally, Nike Free Run+ 2 Mens Running Shoe Dark Grey Red 3129134,Nike Air Max Zero Junior Blue,Nike Flyknit Trainer Mesh Orange Grey Mens Sneakers 3129518,, 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, Nike FC247 Collection Bomba Finale II Shoes White Blue Black Pink 3129649,Nike Air Presto Junior Black,Nike Hypervenom ACC Phantom AG Cleats Black Citrus 3129743,.

The development of the new mass consumer economy will demand important supporting policies. These will include upgrading of skills, spreading benefits of Nike Hypervenom Phelon AG Jnr Cleats Yellow Black White 3129823,Nike Air Max 90 Ultra Essential Junior Pink,Nike Mercurial Vapor IX FG Tropical Cleats Black White Flash Yellow Pink 3129953,, 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, Nike Mercurial Vapor IX 2010 World Cup Edition TF Soccer Cleats Purple Black Orange 3130015,Top Fashion Adidas Performance Terrex Conrax Cp - Winter Boots - Black/Chalk/University Red E61p4547,Nike Mercurial Vapor VII Superfly III TRX FG Red White Manchester United 3130114,.

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. Nike Mercurial Vapor X TF Shoes Volt Blue White Orange 3130255,High Quality Designer Adidas Originals Tubular - Trainers - Core Black/White Y44b5787,Nike Mercurial Victory III AG White Black 3130320,, 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”. Nike Tiempo Legend V Elite AG Leather Shoes White Black Orange 3130470,Nike Rift Junior Blue,Brando Damian 12817 Black Men BD16978,, 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. Clae Ellington Runners Men CX81573,Charms Adidas Performance Ff Vedoro - Trainers - Core Black/Solar Red/Solid Orange B89p8939,Fane Footwear Urban Men EI11227,.

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