Double-clicking on the Chinese consumer

According to McKinsey's latest report Double-clicking on the Chinese consumer based on a survey of 10,000 Chinese consumers across 44 cities and seven rural towns and villages, consumer confidence is at a 10-year high.
 
In addition, Chinese consumers are into health and fitness while the post-90s generation is emerging as a new engine of consumption. Consumers are also getting more savvy when it comes to choosing brands. 
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