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To: D. Swiss who wrote (81650)	11/20/1998 11:02:00 PM
From: Mohan Marette	Respond to of 176387

<China> The rising consumer superpower. Drew: Since we all have a vested interest in the well being of China,particularly as DELL shareholders I thought this following survey might be of interest to some of us. OK that is it for me for today,seeya I gotta go now. -------------------------------------------------------------------------------- November 26, 1998 China's most affluent consumers have rising incomes, high expectations of an improving lifestyle and a keen interest in acquiring computer and Internet technology, according to China's Elite Special Report, a ground-breaking survey of China's upper middle class commissioned by the advertising department of the Far Eastern Economic Review. This is the first survey of its size and kind to be carried out in China and the first to be carried out by the REVIEW. The survey was carried out in Beijing, Shanghai and Guangzhou and targeted more than 1,500 top managers, senior cadres, educators and entrepreneurs. Income for this sector is still increasing and expectations in terms of lifestyle and possessions remain high - indeed some 70% agreed with the statement "my life is very full and satisfying." Lifestyle By and large, those surveyed already had satisfying lifestyles, owning many of the basic products taken for granted in the West. Respondents are now looking for more. Of those polled: 100% own a refrigerator 100% own a washing machine 82% own a videodisc player 73% own a mobile telephone 74% own their own home 66% carried a credit or charge card. And, in the next three years, China's elite want more - the most common things being to own a car, travel abroad and get a higher-paid job. Income Of those surveyed, 47% say their income has risen in the last two years, and 35% say it has stayed the same. There is, however, a lingering anxiety about the consequences of being conspicuously well-off. A majority of 76% disagreed with the statement "I want people to know I am wealthy." Technology In a country where information has traditionally been strictly controlled, increased use of the Internet is going to open up new access to news about China and the world outside. 51% have a personal computer at home 26% say they intend to buy a PC in the next year 73% use PCs in their daily life 30% have access to the Internet, and 80% of these use the Internet at work. The Economy Although people have become used to getting more prosperous every year, there is little doubt that the population at large is worried about the economy. When asked what the general population feels about the economy, a majority of the survey sample (55%) said the general public were pessimistic. Some 63% in Beijing reported pessimism among the general population, higher than Shanghai and Guangzhou. In Guangzhou, where there are closer links to Hong Kong, the effects of the Asian crisis have been stronger on the managerial class. When asked what factors would help the economic situation: 74% call for the enforcement of anti-corruption laws 60% want to encourage foreign investment 55% wish to lower government expenditure 45% want to reduce tax rates. Politics Some political ambivalence has resulted from the change from communism to capitalism. Although a slight majority (52%) said economic prosperity should take precedence over political liberalization, 30% said that neither was more important than the other. The majority (75%) of respondents agreed with the statement that the "good of society should come before the good of the individual" yet some 43% agreed that "in life everyone has to look out for themselves", with that feeling strongest in Guangzhou, among entrepreneurs and under-35's. China's Elite Special Report The findings are reported in the November 19 edition of the Far Eastern Economic Review (cover date November 26). More than 1,500 top management were surveyed in Beijing, Shanghai and Guangzhou between August and September, 1998. The profile of respondents is as follows: 72% men, 28% women 75% married with a child 91% under 55 years old, 9% over 55 65% with university degree or higher, 20% completed senior high school 80% in business sector The report is the first of a three-part series and was conducted by Asia Market Intelligence and was sponsored by Alfred Dunhill and Ericsson. How to Purchase the Survey The research survey on which the "China's Elite" series of special reports is based, is available for purchase for US$100 (or equivalent in local currency) per copy. A special discount price of US$50 is available to REVIEW subscribers only (please provide your FR subscription mailing label number with your order). Additional discounts are available for multiple orders. Send a cheque/postal order for the appropriate amount or a valid credit card number, expiration date and your signature to: Review Publishing Co. Ltd. (CE1) GPO Box 160, Hong Kong For faster service, fax your order to: (852) 2503 1537 (Source:Far Eastern Economic Review)