Luring China’s little emperors

A new class of mainstream consumers are spurring companies to rethink their strategies

Most Chinese consumers are happy enough if the products they buy do what they promise: keep their clothes clean or quench their thirst, for example. But there’s a new class of younger, wealthier, and more sophisticated mainstream consumers that are seeking more intangible, often emotional benefits from their purchases. These new mainstream consumers are spurring companies to rethink their strategies.

In this podcast, Nick Leung speaks with Max Magni and Yougang Chen about the results of a recent survey they conducted of Chinese consumers. Max and Yougang are Partners in Shanghai. Nick is Managing Partner of McKinsey’s Greater China practice.