Chinese Consumers Series - Issue 1: Understanding China's new consuming class - the millennials

Today, the dramatic rise of upper middle-class households, particularly the growing, influential Chinese millennials (post-80s and post-90s generation) are reshaping the retail sector in China. According to a recent study by Goldman Sachs, young people who were born in the 1980s and 1990s have a population of around 415 million, or 31% of China’s total population.