China's Generation 2 Consumer

In McKinsey:  The rise of the generation 2 consumer in China.  " ... In this video, McKinsey’s Yougang Chen explains how rising middle-class wealth and a new generation of young people are changing the rules for China’s consumer market and the companies that serve it.
 ... " We actively built agent based simulation models of the Chinese consumer.  These findings could be inserted in these models to understand consumption behaviors in buying new products.