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BEIJING -- China is likely to become the world's second largest consumer market by 2015,  said a report released by the Boston Consulting Group (BCG).Chinese shoppers select the luxury Louis Vuitton luggage at the first franchise store in Nanjing, East China's Jiangsu Province, July 25, 2007. [newsphoto]The report is based on a survey of 4,258 consumers in 13 Chinese cities from February to March 2007. According to the report, Chinese consumers are experiencing unprecedented wealth growth which is 3 to 5 times faster than developed countries in the past 50 years. Most Chinese consumers plan to spend more in near future to fulfill their family dreams."The past decade of rapid economic growth has brought prosperity but also uncertainty, resulting in a highly complex consumer market with diverse consumer attitudes," said Hubert Hsu, senior partner and managing director of BCG, at a press conference in Beijing."Capturing the next wave of consumer growth in China will involve developing deep consumer insights and creating marketing differentiation," said Hsu.The report said there are significant generational differences in terms of spending attitude among Chinese consumers. The strong interest in trading up, which means spending more money for more expensive products, was driven up by consumers' increasing desire for better goods and services and rising concern over safety and quality of cheap products.Chinese consumers put more faith in brand names compared with the US consumers and they believe good brand represents quality, safety, effectiveness and durability, said Hsu.Despite strong trading up desires, Chinese consumers continue to "treasure hunt" - make deliberate trade-offs to maximize "value" of their budgets. They use similar strategies for treasure hunting as their counterparts in other countries except several unusual tactics such as group purchase for volume discount, said the report.The report suggested global suppliers in China should establish strong, branded relationships with China's treasure-hunting consumers, provide the kinds of products that appeal to practical concerns and emotional needs, and be willing to customize their offerings to meet the needs of a geographically diverse population.While the retailers must make sure the categories they carry are the ones that treasure-hunting consumers will seek and focus on a product's technical and emotional benefits, said the report.

XI'AN -- A fire burnt up trees and shrubs on a mountain that shrouds one of the most famed imperial mausoleums in the ancient city of Xi'an in northwest China's Shaanxi Province, but no damage was caused to the cultural relics, local museum officials said on Sunday.The fire broke out around 2:00 p.m. Saturday on the western part of a mountain that encased the tombs of a powerful Chinese empress Wu Zetian and her husband Gaozong in the Tang Dynasty (618-907). The Qianling Mausoleum, as the tombs are called, reportedly houses the most precious possessions of the two rulers, including paintings, ceramics, calligraphy works and jewelry articles.The fire was fanned up by sandstorms which struck the area on Saturday, said Fan Yingfeng, curator of the Qianling Museum.More than 100 local villagers and 15 fire-fighters managed to put out the fire around 3:10 p.m. on Saturday. About 30 trees and a few shrubs were lost to the blaze.Initial investigation showed the fire was caused by a deserted cigarette end in the dry grasses."Although the fire didn't cause any major damage, it reflected an urgent need to educate residents in neighboring villages to guard against fire risks," Fan said.He said lessons should be learnt from the destruction of a 600-year-old Namdaemun gate in Seoul, one of the most treasured landmarks in the Republic of Korea. The two-tiered gate was set ablaze by a man upset over a land dispute.

Poor planning not natural events was to blame for a spate of deadly accidents recently, safety chief Li Yizhong said.In the latest major incident, 172 miners are still trapped underground nearly three weeks after floodwater inundated the Huayuan mine in Xintai, East China's Shandong Province. Rescue work is ongoing.There have been 18 major accidents (with at least 10 people killed each) since July 18. Seven of these incidents have been triggered by natural events."The root is some local authorities and companies have failed to take sufficient action to tackle safety loopholes and build a sound early-warning mechanism," the chief of the State Administration of Work Safety said on Tuesday.Learning from these "bloody lessons" will prevent "accidents triggered by natural disasters," Li said.In a circular issued last Friday the State Council urged mines that risk being flooded to stop production when typhoons land or there is torrential rain.The circular also asked mine owners to identify hidden natural dangers and remove them."We feel it is urgent to improve emergency rescue mechanisms and carry out more training and drills," Li said.He cited two explosions at a natural gasfield in Kaixian County, Chongqing, which had very different outcomes.The first incident killed 243 people in 2003. But in 2006, nobody was killed when there was a similar incident because emergency plans were in place and there had been drills.The work safety situation in China is grim despite a decline in the death toll over the first eight months of this year, Li said.Statistics showed 61,919 people were killed in various work accidents nationwide between January and August. This was 13.9 percent lower than over the same period last year.The number of major accidents with 10 or more deaths during the same period has dropped by 14.7 percent year on year.In response to the high number of fatal accidents the State Council Work Safety Committee has sent about 300 people, in 24 teams, to carry out safety checkups across the country, starting August 27 and ending September 20.

The newly approved Labor Contract Law will not undermine the investment environment although it will better protect workers' interests and rights, China's top trade union body said yesterday. Liu Jichen, director of the law department at the All-China Federation of Trade Unions, denied that the law - which goes into force from January 1 next year - is biased toward employees. "It not only protects workers' interests and rights, but also equally protects employers'," he told a press conference. The law, passed on Friday by the Standing Committee of the National People's Congress, the top legislature, had raised concerns that stricter contract requirements could raise business costs and give companies less flexibility to hire and fire employees. Liu, however, said that the law takes into account employers' interests. For example, he said, employers can sign non-competition contracts with workers, with a non-competition period of not more than two years to encourage innovation and ensure fair competition. So an employer can rest assured that an employee does not walk out at the end of the contract period and join a direct competitor. It also softens the terms under which employers can cut staff - if an enterprise switches to other production, adopts a major technological innovation or changes its mode of business. Liu stressed that the law will help create a harmonious labor relationship. "Labor protection is a worldwide trend," he said. "With working conditions improved and rights protected, employees will feel more secure, which leads to a higher productivity." Liu pointed out most labor disputes result from violations of workers' rights. Because of the huge supply of labor force, workers are in a disadvantaged position, he said. Liu said the federation has succeeded in keeping most of the items on protecting workers' rights and interests in the law. For example, the law makes mandatory the use of written contracts and strongly discourages fixed- or short-term contracts. It also stipulates severance be paid if a fixed-term contract expires but is not renewed without an appropriate reason. The law requires all employers to submit proposed workplace rules or changes for discussion to the workers' congress - concerning pay, work allotment, hours, insurance, safety, holidays and training. Employers and trade unions will then jointly decide on workplace agreements. It stipulates trade unions have the right to sign collective contracts with employers on behalf of workers. In a position paper released yesterday, the European Chamber of Commerce in China said it welcomes the law and its aim of improving labor conditions and creating workplace harmony. "A more mature legal environment should be considered as an advantage in attracting foreign investment," the statement said. However, the chamber said the key challenge remains compliance by employers and the enforcement by authorities of the existing laws.

The country's roaring stock market and soaring property prices have generated wealth for so many that the mainland now has more billionaires than any place other than the United States, according to a list released Wednesday.The list has 106 US dollar billionaires, compared with 15 last year and none in 2002, according to the popular annual The Hurun Rich List - compiled by Shanghai-based independent analyst Rupert Hoogeperf.Out of the top 10, nine own listed companies - six are real estate developers and two also derive a large percentage of their wealth from real estate, indicating that the country's economic growth is largely driven by construction and manufacturing.The total wealth of the 800 richest Chinese reached 9.3 billion, or 16 percent of the country's GDP last year. Their average wealth more than doubled in the past year to 2 million."China's richest have reaped windfalls from a sharp hike in property prices and the burgeoning stock markets," said Hoogeperf.But Beijing-based investment banker Andrew Zhang said: "The list shows up bubbles in the economy. The rich have accumulated their wealth with little technology, branding or international networks."Yang Huiyan - the 26-year-old woman who was No 1 on Forbes wealth list released this week - remains top on the Hurun list with a personal fortune reaching .5 billion, transferred from her property developer father.Her fortune comes from a 59.5 percent stake in Country Garden Holdings, a South China real estate developer founded by her father. The company's initial public offering in Hong Kong in April raised the equivalent of .9 billion and its shares closed Wednesday at HK.12 - more than double the IPO price.She is followed by 50-year-old Zhang Yin, last year's topper, who saw the value of her shares in Nine Dragon Paper triple to billion following a surge in the Hong Kong stock market.Xu Rongmao, 57, owner of Shimao Property Holdings Ltd comes in at No 3. He has seen his wealth grow to .5 billion, up .5 billion from last year.Huang Guangyu, 38, who founded Gome Electrical Appliances Holdings and owns unlisted property businesses, is fourth with billion.Guo Guangchang, whose Fosun Group has investments in property, retail, steel, pharmaceuticals and mining, rejoins the top 10 for the first time in four years after raising .5 billion from a Hong Kong listing in June.Surging share prices created much of the wealth of those on Hoogewerf's list.Nine made it due to shareholdings in Minsheng Banking Corp - the most prominent creator of super-rich of any Chinese company.Ping An Insurance (Group) Co, China's second-largest life insurer, and Western Mining Co, a zinc and lead miner, were each responsible for the wealth of seven on the list.