China’s economy will experience never before seen transformations that will change the way people consume goods and services. With government support being a fundamental plus, the country will continue to migrate from an investment-driven model to a consumption- and services-driven model. From a manufacturing powerhouse to an active leader in digital innovation, the countdown has already started. This will have implications for both multinational and domestic businesses. China’s economy will rely on consumption to grow, and the consumers spurring that growth need to be analysed and understood in order to profit from it.