Understanding the real needs of consumers

A powerful Chinese consumer class was born 30 years ago and that group is now poised to dominate the global economy. China is now home to the fastest growing middle class the world has ever seen and a rapidly expanding group of wealthy and super-wealthy consumers, creating a new class of Super Consumers, the likes of which the world has not seen since post-war America and the baby boomers. China's Super Consumers will introduce readers to the "China Global Demographic" and the importance of catering to it as well as "The China Market."

Chinese super consumers are changing the world at a pace unprecedented in human history. Purchase decisions made in Shanghai now have ripple effects on the lives and livelihoods of people from Lagos to Los Angeles. They are changing the way companies design, build, market, and sell their products. They are changing the balance of trade on a global scale. They are making and breaking brands. They are changing the way bricks and mortar and e-commerce retail takes place everywhere, not just in China. Their shopping habits and attitudes, channel preferences, and communication patterns are changing the very idea of what it means to plan, make, buy, move, store, and sell products around the world.

Through first hand storytelling by executives, case studies, original research and the authors' own experiences in helping companies sell to Chinese consumers, Chan and Zakkour provide powerful insights on the causes, results and implications of the Chinese consumer boom. Established companies, startups, and aspiring entrepreneurs can learn from and identify with these stories to either improve or begin a meaningful and long-lasting engagement with 1 billion customers.