Mckinsey has created a rather unique China ‘ClusterMap’, as a way of identifying the most relevant economic and cultural units within the enormous, diverse, and rapidly changing country.
The result is an understanding of the country’s economy and consumer potential as a collection of distinct mini-economies, perhaps even mini-states or nations, within the larger Chinese one. For example, attitudes towards individualism can vary by, and be due to, which cluster people live in.
Furthermore, the consulting firm argues that these groupings are becoming rapidly more significant vs. city-based segmentation of the country alone.
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