Squeezed Middle Class in China

How strong is China’s middle class? This is a topic in vogue inside and outside of China these days. On one hand, there are optimists who believe the increasing consumption power of China’s middle class will keep propelling China’s economic growth till it becomes a super power, some even think that China’s middle class will be a force that facilitates the political reform of China. On the other hand, the pessimists are saying that middle class income will diminish along with the hard landing of China’s economy and middle class discontent may even breed social instability. Even my friends and I, considering ourselves part of China’s middle class, often swing between extreme optimism and pessimism about the outlook of our career, life quality and the stability of Chinese society. As a media researcher, I have also been tracking what people say about China’s middle class on social media, again I found a lot of confusion and anxiety.

What does being middle class mean in China?

There is no clear-cut definition of Chinese middle class. Various institutions, from the Chinese government to the World Bank to market research firms have proposed different standards of middle class in China, but the meaning of middle class is multi-layered to the public. The most commonly used criteria is income, for example, Goldman Sachs in one of its reports set the bar for Chinese middle class at 9000 USD per year, while in 2005 an official report from the Chinese government said that anyone making 60,000 yuan to 500,000 yuan per year should be considered middle class (By either standard, less than 10 percent of the Chinese population fit in). But in my research I find most people think being middle class means much more than a certain level of income. Unfortunately many of the Chinese people who meet the income criteria don’t think of themselves as middle class, because they feel that the burdens of life are so heavy that they are still surviving rather than enjoying life, they lack sense of security and they are pessimistic about upward social mobility in our society.

The major concerns of Chinese Middle Class:

First of all, living cost is rising fast in China. In big cities like Beijing, Shanghai and Guangzhou, typical middle class consumer products, from Starbucks coffee to Levis Jeans to iPad, are usually at least 30% more expensive than those in the US. Even IMAX movie tickets are about the same as those in the US. So obviously not many Chinese can afford the Western-standard middle class life style, as the average income of Chinese white-collar workers is only one sixth of that of their American peers.

Enough has been said about the high prices of apartments in China’s big cities. In my city Shanghai, an average apartment costs more than 20,000 yuan per square meter (the downtown area costs several times more), while an average white-collar worker here makes less than 10,000 yuan a month. But not many people can choose not buy an apartment. As I have written before, home ownership is not only the primary store of wealth, but also a spiritual needs, an ends in itself and the ultimate pursuit in today’s Chinese society. Owning an apartment, however tiny, is the foundation of love and the premise of marriage. Disputes over property are also breaking up many relationships and families. For Chinese young people, choosing not to buy an apartment involves being seen as a loser, an untrustworthy, unstable and even unloved person.

But once you buy an apartment, you and even your whole family probably will become “the slave of the apartment”. With all your savings gone and heavy loans to pay back every month, you can hardly afford to spend or play.

What makes you feel worse is the perception that even if you work hard and keep improving yourself, you will have little chance to move upwards. That is the sentiment I often observe in many Chinese young people. They call this the age of “father competition” (拼爹), meaning that only those from the right families can succeed. I don’t think it’s too pessimistic to say that the uninhibited marriage between power and wealth has almost eliminated fair competition in our society, for example, many companies I know prefer to hire children of government officials, you know why.

Sometimes the basic sense of security is missing even in the young professionals of China. Most of my peers are now in their thirties and already have a good career, financially they are much more secure than the new college graduates who can hardly find jobs, but they are worried about health care and the care-taking cost of their aging parents. The parents of us “single child generation” are getting old, in a few years most of them will retire, that means each young couple of “single child generation” will have to take care of four parents. With the miserable health care and social safety net in China, how dare the young middle class consume rather than save?

Reasons to be Optimistic

The main reason that I still see hope of a growing Chinese middle class is that the conditions cannot get any worse. Consumption’s share in China’s GDP has been decreasing in the past ten years, it is as low as 35% right now (while in the US it is around 70%). Wage’s share in GDP has also been decreasing in the past ten years, it is standing at around 40%, much lower than the 50% 10 years ago. These things cannot go any lower.

The wealth and power of China’s middle class might not have increased as that of the oligarchy and crony capitalists, but their knowledge and skills have increased tremendously thanks to their integration into the global workforce and new sources of information online. I don’t see any skill gap between China’s young professionals and their Western peers, yes sometimes they don’t seem very creative, but it’s usually due to the environment rather than their lack of creativity. Precisely because I observe how China’s middle class struggled in an extremely extractive economic system in the past several years, I’m optimistic about their ability to adapt to the tough years ahead and make things better.

 

Shanzhai State of Mind

The literal meaning of Shanzhai (山寨) in Chinese is “stockade village on the mountain”, many factories of Shanzhai products indeed started as small underground workshops in marginalized areas. But Shanzhai has evolved from the synonym of low quality copycat to a mode of production so efficient that even the global tech giants have to take it seriously. Culturally Shanzhai is no longer just a symbol of the inferior and laughable, it often refers to anti-establishment parody, creative remix, sometimes even the “Ugly Duckling”.

Recently I came across an article reporting that the best selling phone in India is actually a Chinese Shanzhai brand called GFIVE (基伍). I had no idea that the “stockade village on the mountain” has gone so global! According to this article, in 2010 GFIVE has a 21% market share in India, selling around 35million phones a year. The company that has the second largest market share in India is Nokia, but it only has 13%.

One of GFIVE’s biggest hits in India and in the Middle East is a phone that features super-sized speakers. I was quite impressed by the story of how Mr. Zhang Wenxue’s (张文学), the founder of GFIVE, came up with this idea of “phone+large speakers”, no matter it is true or not. According to Zhang, when he was doing research in Dubai, he joined the local’s barbecue parties in the desert, but he observed there was no good device that can play music for the parties in the desert where an electricity outlet is hard to find. That was where Zhang got his inspiration. GFIVE is a good example of Shanzhai manufacturers, who are known for their quick response to local demands and the diverse line-up of their products. But this story also reminded me that the Shanzhai phone is more a toy than a tool for its users.

Some of my lawyer friends still use Nokia and Blackberry because they need to make calls and check emails. But for the working class young people I interviewed, phones are more often used for text messages and QQ. Besides, the mobile phone is probably the only toy that they can afford to carry and play in their busy and fluid lives. They also want to appear cool and fun in front of their friends, that is why phones like the following have became legends:


I know such phones seem a little silly, but their fans are certainly aware of it. These phones are called jiong/囧 phones: phones that cause “mixed feeling” in people. And in reviews they are often associated with the comic style of Stephen Chou (周星驰), the king of parody and spoof in Chinese cinema.

Certainly not all the irony of Shanzhai phones is intentional. In those wicked TV commercials for Shanzhai phones, sellers are seriously trying to mislead people when they throw the phone hard onto the ground or drive trucks over it to prove its tenacity.  But the whole trample-your-phone gig is now a favorite move in all the theaters of the absurd online and offline.

The Shanzhai producers often confuse originality with ever more excessive functions, like cameras, flashlights, multiple batteries or sim cards, but when this excess is pushed to such an extreme, it is again great material for humor. Look at these fictional Shanzhai phones that netizens made up:

The term Shanzhai is used to describe not only products but also cultural content. Now parodies, spoofs and mischiefs are also called Shanzhai. Some manufacturers have already realized that such cultural association is actually a good way to distinguish themselves, which even give them some edge over the established brands. So here is a Shanzhai phone’s ad slogan:”You have to sell your kidney to get an iPhone? You can get our phone by being a prostitute just once“. (Referring to the true story that a young man sold his kidney to buy an iPhone. Being a prostitute? For each set of sexual service, sex workers in China typically earn 500 yuan, the price of many Shanzhai phones).

Shanzhai, stockade village on the mountain, actually has another layer of meaning in Chinese literature. It is where the heroic outlaws in ancient China lived, where the Chinese “Robin Hoods” had their adventure and fun. I know I must be over-romanticizing the culture of Shanzhai. But I am in the Shanzhai state of mind right now, I cannot help fancying a phone that can run Symbian, Windows, IOS, android and porn all at the same time!