Pillar 1: Consumption

China is the fastest-growing consumer market in the world. “China’s Super Consumers” have now gone beyond mimicking the patterns of more established Western shoppers to being the trendsetters and innovators. There is a super-feedback loop taking place whereby consumer demands are shaping how e-commerce giants like Alibaba, JD and Amazon are developing new models of retail and technology to serve them. Retailers from around the world (brick-and-mortar and online) are catering to these shoppers and creating new demand and access to goods through innovation.

Chinese consumers are powering the growth of China and the global economy and their power will only grow in the next decade. No one could have predicted even seven