Jerry Clode
Mar 30, 2016

Why the attitude of China's middle class is a feminine one

Previously, class groupings in China followed a socialist or chauvinist definition. Resonance China's Jerry Clode explains why brands now need to find their feminine voice, as the fairer sex is creating a new consumer reality in China.

As China changes from a production-led economy to one stimulated by consumer spending, the nation's middle spending class grows accordingly. Statistics vary as to the size of this group, but it is undeniable that it represents a new, to-be-entrenched form of lifestyle that will define Chinese consumption in the future.

For brands, it is essential to understand the psychology of China's middle class at a more intimate level, to facilitate a more relevant and persuasive...

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