Even with a headwind of a high savings rate, the brute force of 1.3-billion people spending even a little more money thanks to rising incomes is propelling China’s consumer market forward. Savings may be falling as a percentage of total output, but incomes are rising making the consumer market in China an unstoppable force that will see urban consumer spending grow five-fold between 2006 and 2025 to US$2.3-trillion according to a report by McKinsey Global Institute (MGI), catapulting China’s consumer market to the third spot globally.
A middle class is taking shape in China-- accounting for roughly one-third of the population today from virtually nothing in 1990 and set to rise to 70% of the population by 2020 according to MGI. At US$3000 in annual income, the threshold for entering the middle class may sound despairingly low by our standards, but it is the point in the developing world where households start buying non-discretionary items beyond food and housing, bearing in mind that the cost of goods is far lower in emerging markets such as China.
Look no further than the mobile phone industry to capture the imagination of the potential for China’s domestic demand. Each month, the mobile phone industry lifts its net and snags an additional 10-million subscribers or so to add to the 650-million people already with mobile phones in China.
At the high end of middle class incomes, car purchases will surely be a major focus of status-hungry consumers. China now has the second largest highway network in the world and leapfrogged the United States to the position of number one car market in the world this year. Given that the auto market is in its infancy, the prospects for car companies over the next decade have auto executives in rapture.
Domestic companies have two natural advantages over foreign competitors: cultural knowledge and established distribution networks; many also benefit from government regulation. Foreign multinationals may have initial success in the four tier one cities (Shenzen, Shanghai, Beijing, and Guangzhou) in China where they are “out-marketing” the competition says Jonathan Chajet, Managing Director for Interbrand China, but they are finding that a great deal of spending comes from the 37 tier two cities and the 136 tier 3 cities with populations greater than 1-million inhabitants. These tier 3 cities represent more than half of all disposable income in China, according to MGI.
It is astounding to think that China has the largest auto market in the world when only 0.5% of the population owns a car in contrast to the United States where 80% of the population owns a vehicle. It is the same story for so many goods and services in China. The growth potential is astounding.
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