From a survey result (CASS, 2004), there are less than 10% Chinese people justify themself as owning a upper or medium-to-upper social status, but the people who consider they have a middle social status are account for nearly 40%. All of these people who subjective identified themselves are middle or higher class accounts 46.8% in China. Hence in terms of subjective judgment, almost half of the Chinese people feel like they are middle class.
In general, a survey from the Chinese Academy of Social Sciences (2009) shows that there are almost 60 million Chinese people are middle class, who meet all the criterions discussed above, and accounts 7% of the whole population.
2.3 Features of Chinese Middle Class
Since China’s middle class today is already large in absolute terms, and so many retailers and businesses are already eager to penetrate the Chinese market (OECD, 2010), to find out the common features of the Chinese middle class is very important. According to the McKinsey Global Institute (2006 a), there are two features of China’s emerging middle class are already particularly notable: firstly, the Chinese middle class is unusually young compared with that of most developed markets, whose highest earners tend to be middle aged; and secondly, the urban middle class will dwarf the current urban-affluent segment in both size and total spending power (McKinsey, 2006 a).