Consumers: The Wild, Wild East（节选）

A booming middle class is creating the world’s most dynamic consumer market

　　More than five centuries ago Christopher Columbus scrawled in his copy of Marco Polo’s “Travels” that the Middle Kingdom would bring mercacciones innumeras (an immeasurable amount of commerce). Columbus never reached that promised land. China has continued to disappoint foreign businessmen ever since, not least because many ordinary Chinese people have been too poor to buy anything.

　　That is changing as the country’s middle class is growing explosively. In 2010 mainstream consumers – those with enough money to buy cars, fridges and phones but not Rolls-Royces – made up less than a tenth of urban households. In a new forecast, McKinsey predicts that by 2020 they will make up well over half. BCG reckons that urban private consumption will rise from $3.2 trillion today to $5.6 trillion in 2020.

　　Apple expects China soon to become a bigger market for its products than America. In the quarter ending in June, its sales in greater China were 112% up on the same period a year earlier. Six of its ten busiest stores across the globe are in China. At the height of the recent turmoil in the Chinese stockmarkets Apple’s boss, Tim Cook, reassured investors that “I continue to believe China represents an unprecedented opportunity over the long term.” Apple’s shares bounced back.

　　Where should intrepid marketers go to capitalise on these riches? The wealthy east coast is now widely believed to be saturated, which suggests that firms should head inland. The Economist Intelligence Unit (EIU), a sister firm of this newspaper, recently pinpointed the top emerging cities, based on forecasts for things like long-term growth in population and disposable income. It found that a few inland cities like Chongqing and Chengdu are indeed attractive, but many excellent prospects remain in the east. Obscure but booming cities within reasonable distance of the coast, like Suqian and Xuzhou, are likely to do well, and lucrative niches remain even in well-established magnets such as Beijing, Shanghai, Guangzhou and Shenzhen.

　　As the middle class expands, so it evolves. Some may grow tired of blingy offerings, but millions of others will try their first Western brand this year. “Every three years a new generation is created here,” explains Charles Hayes of Ideo, a consultancy. Even within cities, consumer groups are highly segmented. Donald Blair of Nike, an American sportswear giant, says his firm maps consumer behaviour here “by shopping district and even by street”, so it can customise offerings and outlets.

　　A big winner has been China’s e-commerce, a market that is now larger than America’s. Forrester, another consulting firm, expects gross merchandise value in this sector to exceed $1 trillion by 2019. Outside the big cities bricks-and-mortar stores are thinner on the ground, so online shopping is becoming increasingly important. Even where shops are readily accessible, consumers often go “showrooming”, looking at goods in physical outlets but buying them more cheaply online. This is happening the world over, but in China the trend has been accentuated by the ubiquity of smartphones, the reliability of online-payment systems and the spread of same-day delivery services.

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