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This structured assignment is to accompany the case ''504-123-1''. The abstract of the case is as follows: China''s one-child policy, initiated in 1980, was effective in cutting down the growth rate of its population. One consequence, however, is the emergence of a new demographic segment called China''s ''me'' generation. The ''me'' generation refers to Chinese born after 1980, who grew up mostly in single child households, enjoying high spending power and getting access to good educational facilities and the latest products and services. This case explains the characteristics of this generation, which is poised to become the driving force behind China''s spending in the future. It offers scope for discussion on how businesses can create products and services for this consumer segment. It provides information about this generation''s changing priorities and aspirations and their implications for business.