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Chinese Consumer Report 2012


Since 2009 Roland Berger has closely observed the buying habits and trends of Chinese consumers and has published a comprehensive and systematic study annually since then. The survey this year covers 20 Chinese cities, ranging from first-tier through to fourth-tier cities. Some 10,000 consumers with different spending levels were surveyed to monitor their consumer habits in clothing, skin care products, mobile phones, automobiles and luxury goods.

As such, the survey provides an up-to-date synopsis for companies that focus on meeting the specific needs of Chinese consumers.

We observed four significant trends relevant to the Chinese consumer market this year. These trends provide both tantalizing opportunities and challenges for consumer goods companies.


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