Combining economic trends with the author's anthropological background, China's New Consumers details the livelihoods and lifestyles of China's new and evolving social categories.

Preface: 'The China Story' 1. Introduction: Highlighting Demand in Development Part 1: Narrating Demand: A Consumer Revolution 2. Increasing Demand: Spending and Shopping 3. Weakening Demand: Saving and Segmenting Part 2: Segmenting Demand: The Wealth Pyramid 4. Elite Lifestyles: The Good Life and Yupward Mobility 5. An Urban Conundrum: Impoverished Workers 6. A Rural Impasse: Fragile Livelihoods Part 3: Profiling Demand: The Demographic Pyramid 7. Children First: The Indulgence Factor 8. Chasing Youthful Dreams: Aspirations and Alienation 9. The Greying Generations: Shifting Needs Part 4: Present Trends: Future Demand 10. Consumer Confidence: Stability and Security? 11. Developing Demand: From Trickle to Transition

Elisabeth Croll is Professor of Chinese Anthropology at the School of Oriental and African Studies, University of London. For the past thirty years, she has undertaken field studies and written widely on social development issues in contemporary China.