Yuval Atsmon is a principal in McKinsey’s Shanghai office, and Max Magni is a principal in the Hong Kong office.
Most large consumer-facing companies realize that they will need China to power their growth in the next decade. But to keep pace, these companies will also need to understand the economic, societal, and demographic changes shaping the profiles of consumers and the way they spend. This is no easy task not only because of the fast pace of growth and subsequent changes in the Chinese way of life but also because of the vast economic and demographic differences across the country.
© 2012 The McKinsey QuarterlyAll Rights Reserved
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