《FT中文网》新兴市场中产阶级的崛起,将极大地改变亚洲乃至世界的商业地图。亚洲新兴市场的中产阶级,成为举足轻重的消费群体。首先,这是一个新的“中产”阶层,其刚脱离为“生存”而奔走的状态,但还没有达到“富人”随心所欲的消费水平。所以对下他们有一定的优越感,对上则又感到自身之不足贵,这种心理使他们对身分比较在乎,比较敏感。有些年长的人可能对过去“求生存”的日子记忆犹新,尽管手头有可支配收入,但是比较节俭。有些年长的人则可能相反,尽情消费,以弥补以前年轻时没有享受 The rise of the middle class in emerging markets will greatly change the business map of Asia and the world. The middle class in emerging markets in Asia has become an important consumer group. First of all, this is a new “middle class,” which has just departed from running for “survival” but has not yet reached the “rich” arbitrary level of consumption. So they have a sense of superiority to the next, but also feel their own lack of expensive, this psychology makes them more care about identity, more sensitive. Some older people may remember the past days of “seeking survival,” and are frugal despite having disposable income on hand. Some older people may be the opposite, enjoy spending, to make up for the previous did not enjoy when young