Conspicuous Consumption

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China's growing middle class may have different ideas on how to spend their new-found wealth, but they share a common pursuit: The good life.

In China, opinions differ among the nation's rapidly growing middle class, drawn from diverse sectors of society, on how to spend the fruits of industrialization and modernization.

Yichang, an ancient city along the Yangtze River and home to Three Gorges Dam, offers a close-up view of China's middle class, which can mainly be divided into two groups: the newly rich, who have more background in business, and white-collar workers, who have more cultural resources.

Wang Dongwei, a businessman engaged in commercial complex development, builds a fishpond in his office.[Photo/China Daily]

Both groups are trying to live an elegant life and are eager to be recognized by the public.

A luxury car is the most preferred consumption item, which, they believe, stands for money and social status. Businessman Chen Chang regards a sport utility vehicle as the symbol of a weekend warrior.

In March 2004, Chen, together with his friends, set up an off-road club, which now has more than 200 members.

"Businessmen and white-collar workers are showing great interest in the sport. The sport can nourish our courage as well as our self-control," Chen said.

The club holds routine long-term self-driven tours and often organizes events related to orienteering, a branch of sports in which navigation with a map and compass plays a key role.

As for those in pursuit of a higher living standard, a tailor-made club is another step to realizing their personal dreams.

Li Shuangxi moved to Yichang from a small village in Hubei province in 1986. He borrowed 600 yuan ($95) from his brother and opened a barbershop.

Yu Weidong, general manager of a holiday resort, has a wine cellar with more than 50,000 bottles.[Photo/China Daily]

In 2007, he spent 600,000 yuan to open a hair studio in the center of the city with only one chair for hair dressing. But Li's pride and joy was a billiard table in the middle of the 157-square-meter room.

"When I saw billiard tables as I first came to the city, I told myself I will have my own in the future. My wife helps me manage the businesses, and the studio is mainly used to pursue my dreams," Li said.

Song Bin, who owns several companies, relives his boyhood passion for photography with the 30 antique cameras he has purchased.[Photo/China Daily]

Enjoying life is the guiding philosophy of China's middle class, as people pay more attention to health and fashion.

Thirty years ago, Song Bin got a camera from his uncle when he was 8 years old. The camera became a treasure for the schoolboy, who lived in a remote village.

However, Song had little time for photography while he was establishing his own business over the next 10 years.

After succeeding in his career, he is returning to his boyhood passion and has bought nearly 30 cameras.