The new edition of the Phoenix Report also highlighted some emerging consumer groups in China and their spending patterns, which could be essential knowledge for brands looking to reach customers in the country. “China has a wide variety of shoppers, and it’s really important for companies to know exactly to whom they are marketing, what their income levels are, how they feel about money and what drives their purchasing decisions,” said Allison Luong of Pearl Research. “Understanding the consumer segmentation is really the first step, and then you can really do a deep dive into what it is that motivates them to buy and what other brands interest them.”

Here are four key customer groups that are leading the spending spree in China:

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