China’s Missing Middle

Although there is purportedly a fortune to be made by selling to Chinese further down the middle kingdom’s income pyramid, few outsiders have succeeded. The high cost and large investment required to sell to low-income consumers mean premium branding targeted at the 107 million most wealthy Chinese remains the best strategy.

Our Founder and CEO, Erich Joachimsthaler, focuses on China’s middle consumers and how they are stubbornly difficult for international companies to sell to. He highlights the cost and investment it takes to sell to this group and goes further in to explain the thick line dividing the rich and the poor.