Who am I targeting?
- Emerging Middle Class Sector from the 1.4 billion population of China
- 13 per cent of the country's urban households, or 24.5 million household with a total of 75 million people, will become middle stratum families in 2005.
- The number is expected to amount to 25 per cent in 2010, indicating 57 million households with 170 million people will be classified as middle stratum.
- Five categories of people are expected to represent the new middle stratum:
- entrepreneurs in high-tech companies
- managerial staff working in foreign firms in China
- middle and high-level managerial staff in State-owned financial institutions
- professional technicians in various fields especially in intermediary firms
- some self-employed private entrepreneurs.
Age Bracket:
- Take-Care-By-Government – 50+
- Xiao Kang – 40+
- Astronaut – 30+
- Bobo (Bourgeois Bohemian) – 20+
I have chosen the 3 highlighted age bracket groups as my potential markets. Even though Xiao Kang groups are the most well off out of the 4 groups, it is the Astronaut and Bobo groups which are more inclined to accept changes and western influences. In saying so they still feel cut adrift somewhere between Chinese traditional and modern culture. The Take-Care-By-Government groups are mostly all for Chinese traditional culture and nothing else.
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