* As global companies have entered China, many of them focused mainly on serving its urban-affluent consumers. However, if these companies continue to use this strategy they risk missing the real opportunity—the emerging middle class.
* During the next 20 years we expect a huge middle class, with enormous spending power, to emerge in China's cities, following two distinctive waves of growth.
* As incomes increase, the spending patterns of this consumer group will evolve, fueling various levels of growth across consumption categories.
* Although it will be difficult, companies should broaden their focus to include this swiftly evolving middle class. Since this segment is a hard one to serve, companies must think creatively to succeed.
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