China has risen from developing nation status to second place in the global GDP rankings in just a decade. The resulting improved living standards and greater spending by Chinese consumers has proven a tremendous opportunity for both local Chinese and global brands. These developments were also a shock to China’s system as its own citizens sometimes struggled to keep up with the pace. Just who are Chinese consumers? What are their lives like and what are they looking for? These are the questions China’s Evolving Consumers attempts to answer. It does so, and with some success, by lifting the lid on other aspects of their lives.