'Chasing the Chinese Dream' - Aspirations and dilemmas of China’s consumer economy
Personal consumption of China’s 2.5% affluent population is expected to experience double digit growth to account for more than 75% of the country’s total consumption by 2020, according to Oliver Wyman.
China’s mass affluent population (individuals with RMB 650,000 to 6 million investment assets) makes up only around 2.5% of the country’s population, yet their personal consumption is expected to experience double digit growth to account for more than 75% of China’s total consumption by 2020, according to a report released by consulting firm Oliver Wyman.
China’s mass affluent population is expected to more than double from 15 million in 2015 to 33 million in 2020, rapidly accumulating wealth with investable assets projected to increase from RMB 21 trillion in 2015 to RMB 45 trillion in 2020, according to Oliver Wyman report Chasing the Chinese Dream.
As financial needs evolve, half of respondents have already increased allocation of income towards financial products and/or Chinese stocks, the top two categories, followed by top-up insurance plans. Chinese equities and bank wealth management products are still the most common assets held by the mass affluent class, yet they are open to experimenting with financial innovations and have taken part in new fintech vehicles such as online money market funds and peer-to-peer products.
On the consumption front, 60 percent of surveyed respondents have increased spending on entertainment (sports, cinema, etc.) and domestic vacations, on par with food and personal items. Furthermore, 30 percent of additional income is allocated to entertainment and holidays, exceeding the incremental spending on personal and household goods.
The research shows that this new consumer class is forging new patterns of saving, investing and consuming, to support a more sophisticated and urbanized way of life.
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