The impact of the global economic crisis can be seen in consumer behaviour the world over and last week it was announced that - as expected - China's economic growth rate slipped during the third-quarter. This has raised concerns that companies attempting to offset weakness in developed economies by tapping into the potential of this emerging world powerhouse could be in for a tough time. Nevertheless, Katy Askew suggests, the underlying growth drivers in China mean that the "sleeping giant's" potential remains vast.