摘要
ARECENT study conducted by McKinsey ＆ Co., a global consultancy, reveals unexpected itemson shopping lists in the Chinese countryside, indicating a shift in consumption patterns among the country＇s massive rural population. Some items, including electronic appliances, were more sought after in the countryside than in the cities, where markets are becoming saturated. Yet some farmers＇ purse strings are tighter than they could be. Many have more pressing outlays, such as education and health care, that must be met before any investment in a DVD player or a hairdryer can be made. The Chinese government is therefore taking various measures to alleviate this expenditure, in the hope that the rural consumer market can reach its full potential.
