The purpose of this exploratory research study is to identify the changes taking place in China’s middle class segment due to the rapid urbanization, rising disposable incomes and the country’s focus on developing the middle-class population. The rapidly developing Chinese middle class consumer possesses the purchasing power to buy American and European products, creating new marketing opportunities. The study will define the unique characteristics of the Chinese middle class, their spending and savings habits, and the tools that marketers will need to penetrate this growing demographic base. By understanding the psychographics and demographics of the growing middle class segment, the study will assist global companies in implementing focused marketing strategies that provide insights into how marketers need to transition to adapting consumer products once designed for the luxury class to adapting and introducing products to the increasing upper middle class.