麦肯锡中国新兴的富裕消费阶层英文版精美文档.pdf

The coming
of age
China’s new class of wealthy consumers
THE COMING OF AGE
China’s new class
of wealthy consumers
Yuval Atsmon
Jennifer Ding
Vinay Dixit
Ian St Maurice
Claudia Suessmuth-Dyckerhoff
The authors wish to thank Glenn Leibowitz, Eugene Lin,
Vivian Shen, Hai Ye, Jingyi Zhang and Rachel Zheng, for their
contributions to this report.
CONTENTS
Executive summary 6
The coming of age: China’s new class of wealthy consumers 8
Fast-growing, fast-changing 10
The unique profile of China’s wealthy consumers 14
A needs-based segmentation 20
Conclusion 27
Insights China by McKinsey 31
Sidebars:
About the research 9
Retail appeal 13
The power of brand awareness 18
Pricing 26
5
Executive
summary
Marketers are well aware