Don’t Quote Me (On China’s New Middle Class)

Related entries: Consumer Market, General

Many businesses are placing bets on the consumption of China’s middle class, but many also fail to understand who they are, where they live, and what they want. Some insight on these issues is provided by JWT’s Tom Doctoroff in the Huffington Post – as is our quote:

    “The Chinese have no excuse to be buying luxury goods, given their level of income, but luxury is so externalised it enables inconspicuously conspicuous consumption, i.e. to show off without being seen to do so. There is a craftsmanship to selling products in China, it’s communicating how your product will help the owner solidify their status, but avoiding clichés.”

It just trips off the tongue: “inconspicuously conspicuous consumption”!

Read this for more on the elusive middle class, and some of the companies that have found success.

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