The Uncomfortable Chinese Middle between Louis Vuitton and Oreo

There are so many reasons consumer brands are running around Summer Davos salivating left and right about opportunities to expand.

For the likes of Louis Vuitton and Gucci, China is now the second largest luxury market in the world. For Kraft, Oreo cookies have become a surprising phenomenon. But most of the Western success stories to date have been at the very top aspirational level of the pyramid or the bottom-functional part of the market, like Wal-Mart and KFC. What of China?s burgeoning class in the middle?

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