China is a unique economy that’s experienced explosive growth for many decades. But the slowing pace of the country’s investment- and export-led growth, and recent economic turbulence, underscores an opportunity for China’s 1.4 billion consumers to play a bigger role in the economy going forward. In fact, recent research from The Demand Institute pegs that opportunity at about $67 trillion in potential consumer spending over the next 10 years. Louise Keely, President, The Demand Institute, and SVP, Nielsen, offers insight into the goals of the research and the four roles businesses can play as China transitions to consumer-led growth.
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