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Feb
2013

China’s rich second generation consumers; looking for niche and unusual

As a result of the reform policies established by Deng Xiaoping in the late 1980’s that became effective in the early 1990’s, many individuals in China either started their own businesses or saw the government owned businesses they ran restructured. These were the first generation of Chinese entrepreneurs.
Their Children, born in the 80’s and 90’s are now China’s rich second generation, and a group of consumers highly sought after by luxury brands. Unlike their parents……

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