No More Tiers: Navigating the Future of Consumer Demand across China's Cities (CMO Strategic Implications)

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No More Tiers: Navigating the Future of Consumer Demand across China's Cities (CMO Strategic Implications)

Authors:
Louise Keely
Andrew Polk
Ethan Cramer-Flood
David Hoffman
Brian Anderson
Ben Cheng
Xiaohui (Janet) Hao, PhD
Siqi Zhou
Publication Date:
November 19, 2015

One of the most significant questions for global business leaders over the next decade is how to capture Chinese consumption growth against a backdrop of deep structural challenges in China's economy. The two concepts presented in this report are designed to enhance strategic focus for chief marketing officers. The conclusions drawn will help inform decisions on where to allocate marketing dollars—toward which locations and which consumers—and provide insights into where consumption is today and where it will emerge over the medium- and long-term future.

City Strata Replacing the tier system, 11 city strata are identified and ranked, based on an analysis of 200 variables.
Connected Spenders Identifies the consumers within each stratum who are most likely to drive spending growth over the next decade.

Explore our full portfolio on the future of consumer spending in China.