In the 1970s and 1980s, there were "three important" items for Chinese, which referred to watches, bicycles, and sewing machines. Owning these three items was almost every family's dream. Nowadays, the "three important" items have become cars, houses, and banknotes. The lifestyle and consumption methods such as travel, fitness, and food tasting are becoming more and more common. This change is largely related to a rapidly emerging group - the middle class.