Why UPS needs to win over China's "super consumer" - Yahoo “Made in China” has become a part of American culture. Everything from iPhones and iPads to the 2012 U.S. Olympic team uniforms sport the label. Essentially, China is synonymous with “exporter” in many American minds. But that may soon be changing. We all know China has a growing middle class, but what companies are starting to realize is that a growing middle class means a billion potential super consumers. For U.S. companies that may spell potential. “China is the golden child of emerging markets, very fast growing middle class… and we’re certainly looking at the domestic market there as an opportunity,” said Alan Gershenhorn, chief commercial officer of UPS.