By 2022, we expect China’s middle class to be consuming goods and services valued at $3.4 trillion – 24 percent of GDP. This has enormous significance for U.S. businesses. It is imperative that companies get to know the new Chinese middle-class consumer in intimate detail.
How does this play out in terms of actual purchases? Consider, for example, that China is already the
second largest digital camera market in the world after the United States, selling more units than in Japan, South Korea and Singapore combined. Or take flat-screen TVs. In 2012, 68 percent of upper middle-class households had one and sales of flat-screen TVs
totaled 50 million units – more than the 42 million units sold that year in the U.S. and Canada. China is also already the largest retail market for laptop computers, with 27 million units sold in 2012 against 22 million in the U.S. in 2012. And soaring consumer product penetration is not limited to electronics. For example, laundry softener sales have grown by 20 percent annually for the past five years, exceeding the sales of both Germany and France.
These trends will accelerate over the next 10 years as the role of “upper middle class” consumers expands. Today, the mass middle class – with annual household incomes of between $9,000 and $16,000 – are dominant, accounting for 54 percent of all urban households; upper middle-class households, with incomes of $16,000 to $34,000, represent only 14 percent. By 2022, however, the upper middle class will become the new mainstream, accounting for 54 percent of all urban households and generating just under half of total Chinese private consumption.