Since 2005, McKinsey has conducted annual consumer surveys in China, interviewing a total of more than 60,000 people in upward of 60 cities. Those surveys provide insights to help focus on the future. Some of the findings serve as useful lenses to understand the profile of Chinese consumers in 2020. The per-household disposable income of urban Chinese consumers will double between 2010 and 2020, from about $4,000 to about $8,000. While income is expected to rise across China, some cities and regions are already significantly wealthier than others. Today, about 85 percent of mainstream consumers live in the 100 wealthiest cities. Some of the key trends in China for the next decade are: high growth in discretionary categories, the tendency to trade up as consumers spend some of their discretionary income on better goods and services, and the emergence of a senior market. A propensity to trade up is driven by the aspiration to improve themselves, the way they live, and their perceived social standing. They judge themselves and others by what they buy. The 2011 survey found that the Chinese seniors were more inclined to saving and less willing to spend on discretionary items. Knowing these characteristics of Chinese consumers in 2020, discuss how they will have an impact on multinational companies targeting China as their next target market. Pick a hypothetical product and discuss how you would enter and tap this market.