1. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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Climbing the Social Ladder: Consumer Pro les of the Chinese
Upper and Lower Classes
China’s 770.4 million working population is larger than the populations of the US and Europe combined.
According to Goldman Sachs, China has a working population of 770.4 million, a population larger
than the US and Europe combined. With rising incomes, this working population is contributing
signi cantly to the formation of a new hierarchy of consumer classes in China. In Goldman Sachs’
latest macroeconomic insight report titled “The Rise of China’s New Consumer Class”, China’s social
classes have been divided into four tiers of classes based on income levels: Movers and Shakers,
Urban Middle, Urban Mass, and Rural Workers.
The report further broke down each class’s consumer desires into 7 main categories, including
looking more beautiful, eating better, improving one’s home, increased mobility and connectivity,
having more fun, well-being, and luxury.
Goldman Sachs broke down consumer desires into 7 main categories including looking more beautiful, eating better,
improving one’s home, increased mobility and connectivity, having more fun, well-being, and luxury.
To nd out a more personal side of the story, Social Brand Watch sent writer Yun Qiao to interview
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2. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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individuals of each consumer class, asking them what they spent on and what they cared about
when spending, as an indication of what they might care about in years to come. Turns out, each
individual regardless of social class, had his or her own personal ambition to pursue. Every person
had their own ladder to climb. Read on to nd out more about each of China’s new consumer
classes and where their hopes and ambitions lie.
Tier 1: The Movers & Shakers
The Movers and Shakers are the wealthiest demographic in China, with an average household annual income of USD
$500,000 per capita.
Making up 1.4 million people of the total population,the Movers and Shakers boast an average
household annual income of 500,000 USD per capita. As the wealthiest consumer demographic, the
movers and shakers make up a sizable share of the global luxury market and frequently travel to
exotic destinations around the world. Many of them have multiple passports and have lived abroad
for several years. Many of them fall into the category of overseas returnee Chinese, or 海龟 “hai gui”,
which translates to “sea turtle.”
Julia Wang
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3. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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A member of the Movers and Shakers demographic, Julia enjoys leisure time by the pool with her macbook.
Name: Julia Wang
Age: 30
Hometown: Shanghai
Perceived Social Class: Middle Upper (Movers and Shakers)
Profession: Media Sales
Monthly Expendable Income: Prefers not to say
Having lived long term in both Germany and France over a period of 3 and a half years, this
Shanghai native ranks travel, food, and fashion as her top priority expenditures. A cultured woman
of many hobbies and interests, Julia has traveled to over 35 countries including London, Australia,
California, and Greece and is a collector of niche perfumes such as Penhaligon, Dyptique, and Serge
Lutin.
“I travel when I can and I love doing sports, especially dancing (Salsa bachata). I often
splurge on shoes, but I don’t really see it as luxury per say. I really like Christian Louboutins
but so far, it’s still too expensive for me. When I have extra money and time I really love to
travel to new places around the world. So far, my favorite countries are Thailand and
Greece.”
Julia describes her fashion style as “sexy and sporty” naming Lululemon and Victoria’s Secret as
some of her favorite brands. You might nd Julia at posh places in downtown Shanghai like the Nest,
Unico, Mercato, and Flask.

4. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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China’s Movers and Shakers can be found at posh bars and upscale restaurants like the Nest in Shanghai
Julia tells Social Brand Watch that although luxury goods are nice, she ranks having positive
experiences as her number one priority.
“Luxury goods don’t matter as much as the unique experiences we have in life”.
Tier 2: Urban Middle
With an annual income per capita of USD $11,733, this growing demographic consists of 146 million people with
comfortable white collar o ce jobs or government jobs.
The next tier is the Urban Middle class, de ned by Goldman Sachs as having an annual income of
11,733 USD per a capita. This growing demographic of 146 million people consists of nancially
comfortable o ce workers and those with government jobs on public payroll. This will be the main
focus of marketers down the line, as the middle class consumer tastes are still developing and their
salaries are on the rise.
Jia Jia

5. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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Jia Jia is 35 year old senior accountant from Shanghai who buys the majority of her food and household
necessities online.
Name: Jia Jia
Age: 35
Hometown: Shanghai
Perceived Social Class: Upper Middle
Profession: Senior Accountant
Monthly Expendable Income: 9,000 RMB
A Shanghainese senior accountant and a mother to a four year old daughter, Jia Jia, 35, spends the
majority of her 9000 RMB monthly expendable income on saving for her child’s education, clothing,
eating out, traveling, electronics, and a few luxury good items.
“Saving for my daughter’s education and dining out are what I care about the most” says Jia
Jia.
A working mom with a demanding job, Jia Jia nds new and dynamic ways to shop for the family
online.
“I buy clothing from online fashion retailers which provide a variety of foreign brands for a
discount. I also spend money on gourmet food from online grocery sites, most of which also
have mobile APPs. The delivery is fast and the quality is very good ”
Technologically savvy online shoppers like Jia Jia are one reason the online B to C business model is
thriving in China’s larger cities.

6. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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Tier 3: Urban Mass
The Urban Mass consists of blue collared workers and migrant workers who have moved to the cities to make money.
Their income has the biggest potential to rise in the next few years.
The Urban Mass is made up of 236 million blue-collared workers and migrant workers with
an annual income per capita of 5,858 USD. Their income has the biggest potential to rise in the next
few years, which will enable them to spend on more than basic survival goods.
Jin Hui Tao
Jin Hui Tao is a 20 year old baker from Henan province who sells his cakes on Wechat moments.
Name: Jin Hui Tao
Age: 20
Hometown: Henan Province
Perceived Social Class: Lower Middle (Urban Mass)
Profession: Baker
Monthly Expendable Income: 3,000 RMB
Jin Hui Tao is a 20-year-old baker is from Henan province, who now as a commis chef in a ve-star

7. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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hotel in Pudong. He is also a part time worker for a bakery that sells cakes through WeChat
moments. With both jobs he earns around 3000 RMB expendable income each month. Jin does not
need to pay rent since the hotel provides dorms for the workers to sleep in. This is a very attractive
condition for young, urban mass migrant workers since rent in Shanghai can be extremely
expensive.
“My money goes into savings, friends’ birthday parties, food–mostly snacks because I eat at
the hotel kitchen, clothing, and traveling within China. What I care about is whatever I spend
on.”
A graduate from a well-established charity baking school, his work starts at 4 AM and ends at 1PM
each workday, but he les no complaints.
“I’m used to it now. I get up at 3 AM and take a nap after work.” Said Jin Hui Tao with an air
of ease,” I hope I can learn new things and progress my career in the future.”
It’s amazing how people of the lower classes still manage to have smartphones and use mobile
technologies like Wechat moments. Marketers should keep this in mind over the next few years, as
even people with lower expendable income will nd their way onto Wechat, as it is China’s primary
platform for communication.
Tier 4: Rural Workers
The rural class is made up of 387 million low-income workers whose annual income per capita is USD $2000 or less.
Approximately half of China’s workers still live in rural areas. This demographic of 387 million low-
income workers make less than 2000 USD per year, with spending concentrated on survival needs
like food and housing. Many rural workers travel to the bigger cities to nd jobs, joining the urban
mass, or to sell their rural produce on the streets.
Bai Da Shun

8. 5/4/2016 Climbing the Social Ladder: Consumer Profiles of the Chinese Upper and Lower Classes - SocialBrandWatch
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Name: Bai Da Shun
Age: 28
Hometown: Fuyang, Anhui Province
Perceived Social Class: Rural class
Profession: Fruit Vendor
Monthly Expendable Income: 1,000 RMB
Bai Da Shun, a young fruit vendor from Fuyang, Anhui province, is the main bread winner for a
family of three. He sits by the road side most days with a truck full of tangerines, heading to the city
to sell.
“I pick and buy fruits directly from the elds and sell them at the markets,” What if there’s no
fruit in the season? “I would go for vegetables instead then. But in fact, there are only a few
months when there are no fruits to pick, from about late November to the Chinese New
Year. In spring there are strawberries.”
Father to a one-year-old baby, he said after paying rent, fuel, and maintenance of the vehicle, most
of the expendable income goes to baby diapers, clothing, food, and household supplies, which
totals approximately 1000 RMB per month.
“Things I care about most? Well, they are the same things I spend on. Saving? Yes, I wish I
could save, but it’s hard with my current income and family expenses. I have a baby, you
know.”
Although Bai is a blue-collared laborer, he appeared to be relatively tech-savvy as he was playing
video games on his mobile phone.

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ABOUT AUTHOR
SOCIAL BRAND WATCH
Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in
China. SBW was created to complement Resonance's China Social Branding Report, a bi-
weekly report focusing on modern marketing methods of the world's top brands in China.
Interviews conducted by writer Yun Qiao.
It goes to show that even the lowest classes still nd time for entertainment and nd ways to be
connected via mobile phones in China.
Chinese of all social strata are climbing the ladder towards
their dreams
Everyone, no matter what social strata or occupation seems to be climbing a ladder to the next step.
Whether it be luxury goods, international plane ights, e-shopping, or mobile video games,
Chinese people of all social strata are nding ways to entertain themselves and improve
their quality of life.
For more information on how brands are marketing to these emerging social classes, download
Resonance China’s China Social Branding Reports.
Article edited by Cristina McComic.
Yun Qiao is a freelance writer based in Shanghai. She
received her BA in Economics from the Institute of
International Relations in Beijing and her Masters in
International Relations from University of Aberdeen in
Scotland. Aside from working as a freelance writer and
translator, Yun Qiao is actively involved in charities and
non-pro ts, particularly with Shanghai Young
Bakers. Contact Yun Qiao at yqiao0214 [at]gmail.com.
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