Great news for Caviar & Cashmere’s newest undertaking, venture capitalists continue to pump cash into online purveyors of luxury goods, cosmetics and lingerie that China’s newly wealthy crave. Caviar & Cashmere has always known that the Chinese consumers are the newest generation of consumers, and now that we are launching our e-commerce store in less than a month, we’re sure that the Chinese could ultimately be our biggest fans of our high-end 100% cashmere product line.As China’s consumers gain new power at the cash register, with rising wages on the coasts and more industrialization in the middle of the country, investors are placing bets that the nation’s new shoppers are going to be spending as much time at virtual malls as at real ones. The e-commerce market has been growing at a rate of at least 60% per year for the past several years in China. Even with that growth, online shopping in China still hasn’t managed to catch up with the U.S., where two-thirds of shoppers do part of their buying at websites like Amazon.com and eBay. In China that number is around one-third.People are becoming more confident shopping online and those people are attracted to the convenience, access and selection that they don’t have in second- and third-tier cities.While these trends are true for the consumer-at-large, one demographic is embracing both the Internet and shopping in a way that’s particularly attractive for online retailers. It is the new members of China’s upper middle class, or consumers who make between 100,000 yuan (about $15,000) to 200,000 yuan a year.That population just to be negligible, now it’s about 10 million households, and by 2015 it will be approximately 76 million households.That would be a jump from less than 5% of all urban households to nearly a quarter of China’s urban population counting themselves among the upper-middle class in the country.China's underlying momentum is undoubetly sustainable for the next 5-10 years, which means more sales for e-retailers marketing high-end luxury goods.