China New Rich Study

The China New Rich Study is the sole single-source research-level database dedicated to examining the consumption trends of the affluent middle/high-end demographic in China, focusing on individuals with high income, consumption levels, and perception. Developed by Sinomonitor, it has pioneered the concept of the "New Rich" since 2004, offering in-depth insights into this group's values and behaviors. Covering 20 cities across seven regions in China, including Tier 1 to Tier 3 cities, the study annually collects over 12,400 interviews, representing approximately 30 million new rich individuals. The data from the China New Rich Study provides a comprehensive understanding of consumer behavior and attitudes, spanning luxury/high-end product consumption, evolving lifestyles, and media consumption habits among the new rich demographic.