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Experimental feature

Nike Air Jordan 3 Retro Cool Grey/Red-Orange Sneakers 3126049,Nike Air Huarache Premium Children BlackNike Air Jordan 4 x Air Yeezy 2 Black/Grey-Red Sneakers 3126117,, rapidly growing, but challenging, consumer market as it evolves from being the “workshop of the world”.


Nike Air Jordan 4 UNC PE Black Red Grey Sneakers 3126170,Nike Revolution 3 Children GreyNike Air Jordan 5 Glow-in-the-Dark DB5 Black White Doernbecher Sneakers 3126215,. 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 5 Elephant Print Sneakers 3126244,Nike Air Force 1 Infant WhiteNike Air Jordan 9 Calvin Bailey Sneakers 3126403,.

Nike Air Jordan Spizike BHM Volt/Black-Photo Blue Sneakers 3126488,Nike Motion Blur Hypervenom Phade Children GreyNike Jordan Trunner Dominate Pro Black/Electric Green Sneakers 3126512,. 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 Max 1 Mens Red White Sneakers 3126900,Nike Sunray Protect Infant BlackNike Air Max Mens Blue Gray Black Sneakers 3127000,, and its aggregate consumption would reach 74 per cent of US levels by 2027. (See charts above).


Assume, instead, Nike Air Max II Mens Black Blue Track Shoes 3127045,Nike Free Run Infant BlueNike Air Max 24 7 Mens Black Blue Sneakers 3127120,, too, that, after 2023, Nike Air Max 90 Mens Blue Orange Sneakers 3127175,Nike Air Max Thea Infant GreyNike Air Max Excellerate+2 Mens Black Blue Sneakers 3127302,. 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 LTD 5 Mens White Gray Sneakers 3127369,Nike Air Force 1 Mid Flyknit Junior WhiteNike Air Trainer Max 1.3 Bresathe MP Mens White Black Sneakers 3127413,.

What, then, will be the features of this growing consumer market? A Nike Air Max Tavas Junior 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 90 PRM EM Unisex White Pink Casual Shoes 3127540,Nike Dark Lightning MercurialX Vortex III Turf Junior BlackNike Air Presto 2 Mens Carving Charcoal Grey Blue 3127826,.

China’s astonishingly dynamic “sharing economy” — already visible in the booming market for shared bicycles and cars for hire — will expand further, Nike Air Presto Mens Anti Fur Embroidered Black White 3127907,Nike Dunk Mid Junior BrownNike Lunar Hyperdunk X 2012 James Black/Purple/Blue Basketball Shoes 3128091,.

As elsewhere in the world, Chinese consumers will also increasingly demand and obtain personalised goods and services. Nike Kobe 8 VIII Elite Black/Red/White Basketball Shoes 3128167,Nike Cortez Premium Junior BlackNike LeBron 10 P.S. Elite MVP Basketball Shoes 3128255,, argues the report,Nike LeBron 11 South Beach Blue/Pink/Black Basketball Shoes 3128352,Nike Air Max 90 Ultra Essential Junior BlueNike Zoom KD V White Red/Yellow Gradient Basketball Shoes 3128450,.


Nike Zoom Kobe 6(VI) Basketball Shoes Red/Black/Gray 3128539,Nike Revolution 3 Junior PinkNike Zoom Kobe Hyperdunk TB Black/Yellow Basketball Shoes 3128575,. 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 Blazer Premium Retro Mens Gray White Leisure Skateboarding Shoes 3128685,Nike Solarsoft Print Flip Flops Junior BlackNike Dunk High Red Black Mens Sneakers 3128807,.

Crucially, Nike Free 3.0 V4 Mens Running Shoe Green Grey 3128997,Shop For The Best Adidas Originals Veritas-X Weave - High-Top Trainers - Core Black/White H30s2986Nike Free 4.0 V3 Mens Running Shoe Suede Grey Blue 3129056,, 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 Free Run+ 3 Mens Running Shoe Grey Red 3129167,Hot Adidas Originals Porsche Typ 64 2.0 - Trainers - Black I42q3512Nike Flyknit Lunar 1 Light Orange Mens Sneakers 3129498,.

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Finally, Nike Elastico Finale II TF Shoes Yellow Black Sky Blue 3129737,Gorgeous Adidas Performance Ff Vedoro - Trainers - Core Black/Solar Red/Solid Orange E18m7612Nike Hypervenom Phelon AG Jnr Cleats Blue Green Black Pink 3129818,, 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 Mercurial Vapor 9 AG Cleats Royal Blue Black White 3129899,Provide Adidas Originals Tubular Defiant - High-Top Trainers - Mineral/Chalkwhite C39w3793Nike Mercurial Vapor IX IC Tropical Indoor Shoes Black White Flash Green 3130008,.

The development of the new mass consumer economy will demand important supporting policies. These will include upgrading of skills, spreading benefits of Nike Mercurial Vapor VIII FG Carbon Fiber Fourth CR Exclusive Personal White Blue Solar Red Rare Pin,Price Reduced Adidas Originals Extaball - High-Top Trainers - Night Indigo/Light Flash Orange /MidnNike Mercurial Vapor X FG Cleats Bright Cerise Pink Chrome Yellow 3130239,, 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 Victory III AG Orange Black 3130311,Hot Charm Adidas By Stella Mccartney Hikira - Walking Sandals - Black/White N41r5230Nike Tiempo Legend IV AG Shoes Light Bone Black Volt Blue 3130422,.

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. Antoine + Stanley Jack Brown Men MD60911,High Cut Adidas Originals Zx Flux - Trainers - Core Black/Core White O98j9723Brando Serle Brown Chelsea Boots Men FK55017,, 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”. Dc Shoes Mens Heathrow Prestige Shoe Men JP15253,Gorgeous Adidas Originals Zx Flux - Trainers - Black Y72n7306Globe Mahalo Lyte Men VO34280,, 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. Lacoste Graduate Lcr3 Men SP62056,Provide Adidas Originals Tubular Viral - Trainers - Chalk White M86j6910New Balance Classics 574 Men BL27780,.

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About this Special Report

As President Trump seeks to cut the US trade deficit with China, Windsor Smith Tack Men IA97048,High-fashion Adidas Originals Superstar 80S - Trainers - Offwhite/Core Black P95e2346Superga 2754 Cotu Mid FM10718,. Shenzhen’s tech trailblazers are anxious about rising property prices. Clarks Mens Sport Walking Shoes Talon Lace Black Leather US 8/42 Black,Shop For The Best Adidas Originals Superstar - Slip-Ons - Core Black/White Q3i6212New Casual Football Sports Shoes Hiking Mens Footwear Lace Up Trainers athlete White,