And the race is on to win them as customers Big spending, in any case, is not a big problem. The average car bought in China was sold for 140 percent of the buyer's annual income (compared with 30 to 40 percent in the United States). HaagenDazs shops (which have introduced icecream mooncakes) are packed with families, but very few buy pints to take home. Starbucks, which has 66 outlets in Shanghai alone, projects an image of being a fashionable place for trendsetters to meet. A young woman takes out a Chanel lipstick at a club, but she uses something cheaper at home. A company like De Beers was able to push exactly these buttons when it came to China. The storied diamond purveyor first entered the country in 1993, when there were absolutely no diamonds exchanged in China and nothing in Chinese culture linking diamonds and love. At weddings, the groom's mother typically gave gold and jade, if anything, to welcome the bride into the family. No more. Christine Cheung, the head of the Diamond Marketing Group at advertising giant JWT, runs through a presentation called "Creating a Diamond Wedding Ring Cultural Imperative."
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