The document provides an overview of historical and current consumer trends in China. It discusses the growth of consumerism since economic reforms began in 1978. Key trends highlighted include rising spending on leisure activities, travel, luxury goods, smartphones, and cars. Younger Chinese consumers are more optimistic and focused on individual expression. Copycat "shanzhai" culture is also discussed. The document concludes by suggesting Western brands focus on experiences, quality, connecting to social ideals, embracing e-commerce, and exploring non-coastal cities in China.