Single young workers, mostly females, in China’s smaller cities are the new driver of China’s consumption story. Photo: AFP

China’s free-spending youngsters offer GDP hopes beyond trade war as consumption base shifts to smaller cities, McKinsey says

  • What McKinsey calls the “young free spenders” in smaller cities account for 60 per cent of consumption growth in 2018
  • Companies and investors should broaden their focus from Beijing and Shanghai and adapt to capitalise on growth engine
Topic |   Retailing
Single young workers, mostly females, in China’s smaller cities are the new driver of China’s consumption story. Photo: AFP
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