What is the new China all about? For one thing, its growth is no longer the result of massive and often (unviable) investments and aggressive exports. After a period of rapid acceleration in consumption spending, from 2014 consumer expenditure has beaten investment to become the primary driver of growth accounting for about 60 per cent in 2015 and a whopping 73.4 per cent in the first half of 2017. Dig deeper and you will find that consumer demand is coming increasingly from smaller towns and not Tier-1 or Tier-2 cities such as Beijing or Shanghai. The bulk of China’s urban population incidentally lives in tier-3 and Tier-4 cities. While Tier-1 and Tier -2 cities house roughly 320 million more than a billion people live in the smaller towns. A surge in incomes in the smaller towns meant that 55 per cent of disposable income of consumers came from them in 2016. While past data is difficult to get, the fact that long-term China watchers like investment bank, Morgan Stanley see this rise to around 65 per cent in about a decade indicates the pace of these incomes.
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