Beyond income: Redrawing Asia’s consumer map

For a decade, China, with its contribution for the world economy, represents the engine of growth for Asia and the world. Economically, this growth drive appeared faster than economic observers predicted; meaning, companies need to undertake researches based on different markets' perspectives, to determinate how Asia's consumer markets will move forward. Identifying major shifts in changing markets, with a refreshed growth map, will benefit the understanding of new consumption patterns and behavior. As a result, companies may then consider adopting a more agile operating model (See our blog "When agile marketing breaks the agency model").

https://www.mckinsey.com/featured-insights/asia-pacific/beyond-income-redrawing-asias-consumer-map