To serve the specific needs of China’s diverse middle class, companies must understand the desires of these six sub-segments and learn how to reach them. Early Heavy Buyers are energetic consumers, consisting primarily of professionals in tertiary industries and junior managers at multinational corporations. They tend to be young and well-educated, with an interest in and exposure to the world outside China. As consumers, they are early adopters of the latest products and aggressively seek out fashion that can help them stand out from their peers. Because they serve as trendsetters, members of this group actively search for information online and share that information with peers. They predominantly make purchases online or by mail order and have a high willingness to spend, especially on discretionary goods such as fashion items and lifestyle products and services. This group of trendsetters stands out from Trend Followers, who attempt to emulate Early Heavy Buyers in certain ways but approach purchasing decisions differently. Trend Followers tend to be junior white-collar workers and civil servants who have some leisure time and a stable salary but are new to the middle class and have less room for discretionary spending. They are less well informed than Early Heavy Buyers and consequently place more emphasis on the shopping experience. They are also more prices sensitive. Though Early Heavy Buyers may be more concerned with being the first to get a new product, Trend Followers will wait for discounts and tend to take advantage of promotions.