Nurturing A New Generation Of Wealthy Consumers To Guide Economic Growth

< p > foreign media said that in more than 10 years, Mao Zedong had been living in a cave dwelling in the mountain city of Yanan.

Now, over 60 years later, this small town is at the center of China's consumerist revolution.

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< p > it is reported that from the Chinese government to enterprises from all over the world, China is expected to cultivate a new generation of wealthy consumers in cities like Yanan and cities that even Chinese have never heard of.

The aim is to replace consumption driven economic growth in the past few decades with investment driven growth.

This is undoubtedly more important, given the latest figures showing signs of slowing growth in the Chinese economy.

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Less than 36 minutes' walk from Mao Zedong's cave, Zhang Peng, aged 36, is responding to the call for consumption promotion.

In a newly opened Adidas store, Zhang Peng selected himself a gray green striped T-shirt, a pair of gray sports pants and a pair of blue sports a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, which cost him 1250 yuan, more than a month's rent.

As a famous symbol of Western consumerism in China, the German sports brand expects such a consumer like Zhang Peng and a city like Yanan to bring about growth that is difficult to achieve in Europe and the first tier cities that are full of foreign brands.

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Zhang Peng, who owns GUCCI watches and a rapidly growing waistline, needs to take advantage of fashionable outfits to reduce excess weight, but also to show off to friends. P

He openly admitted that this was one reason why he loved naming famous brands.

He said, "if I go out to play badminton with my friends, if I wear Adidas, they wear Nike or Anta, then wearing Anta will lose face."

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< p > Colin Currie, general manager of Adidas sports Greater China, explains why such a city like Yanan is so important.

"2/3 of our growth in China comes from sub cities," he said.

Adidas opened 800 new stores in China in 2012, half of which are in smaller cities.

The goal of our company is that by 2015, the number of mainland Chinese cities with Adidas stores will increase from 900 to 1400.

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< p > reported that in order to achieve this goal, Adidas needs to go to the five or six line city where it has never been before in foreign sports brands.

Adidas's definition of the five line city is a smaller prefecture level city with an average population of 700 thousand. The six tier city is a county-level city with an average population of 500 thousand.

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< p > curry said: "consumers in secondary cities have lots of time to participate in sports that do not cost much, such as running. People do not choose much in" a target= "_blank" href= "http://www.91se91.com/" > clothing /a > so wearing sportswear to work or even attending a wedding can be done.

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< p > reported that if you have doubts about the disposable income of modern Yanan people, look at the price of luxury bicycle shops near Adidas stores, and your doubts will disappear.

Here are Lamborghini bicycles.

Sales staff said that the best seller was Ferrari children's bicycle with auxiliary wheels.

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"P", but there are people who are completely different from Zhang Peng's ideas.

Jingxi is a civil servant in Jiayuguan.

Located in the middle of Gobi, Jiayuguan is the starting point of the Great Wall. Population is 200 thousand.

For Adidas, it is a pity that 30 year old Jingxi likes saving rather than spending.

He said, "I am saving money for buying a house."

He explained that unlike Shanghai, Jiayuguan's house is affordable for people like him.

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Lu Yonggang, a distributor of Adidas in Jiayuguan, admitted that "for ordinary working-class people," the price of the brand is "not so easy to bear" P.

His customers are mainly tourists, entrepreneurs, government officials and their children.

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< p > retail analysts have warned that if Adidas and other foreign brands open stores in remote small cities, the status of their products may be weakened.

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< p > Subway is an example.

The sandwich chain recently opened its first store in Yanan, but it soon ended up in a dismal business.

The company said Yanan has not yet prepared for Subway.

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