Yet the attractions for marketers far outweigh the drawbacks. First, China is huge. The sheer size of the potential market is sufficient reason for many marketers of fast-moving consumer goods (FMCGs) to set up mainland operations, with almost a quarter of a billion urban consumers destined to become middle -income shoppers by the end of the decade. Second, China has a strong economy. Despite an outbreak of severe acute respiratory syndrome (SARS) in the first half of the year, China’s growth rate remains fairly robust, bucking a global economic downturn. Multinational companies (MNCs) selling FMCGs may be tightening their belts elsewhere around the world, but in China MNCs are still prepared to invest heavily in localising operations and marketing their products aggressively. Domestic FMCG firms have responded by raising their own budgets: according to US media specialist firm AC Nielsen, adspend by local manufacturers accounted for more than two-thirds of total adspend in China's FMCG market in 2008. Third, China is increasingly integrated. Membership of the World Trade Organisation (WTO) since December 2001 is forcing open previously restricted sectors to foreign competition and

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