The consumption of consumer durables in rural China is driving the fastest growing home appliances market in the world. The rise in consumption of goods like refrigerators is driven by several factors other than increases in disposable income. The popularity of e-commerce is driving sales of consumer goods in rural areas. Chinese consumers increased their spending on home appliances in 2019, with more than 40% of orders placed online.

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Rahul Karan Reddy is an international relations analyst with a Masters degree from O.P Jindal Global University in Diplomacy, Law and Business. He is the author of ‘Islands on the Rocks’, a monograph detailing the Senkaku/Diaoyu island dispute between China and Japan. His research focus is China and East Asia. He was a research analyst at the Chennai Center for China Studies (C3S) and an intern at the Institute for Peace and Conflict Studies (IPCS), writing articles and reports on China’s foreign policy and domestic politics. His blog, Asian Drama, follows the rise of India and China as they navigate the Asian Century. He can be reached on rahulkaran.reddy@gmail.com

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