A versão chinesa da polarização do mercado

Em 2005 este artigo "The vanishing middle market" deliciou-me, passou a ser um referencial para mim.
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Hoje o The McKinsey Quarterly lança mais uma acha com uma versão da polarização na China com "China’s new pragmatic consumers" onde se pode ler:
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"They spend more in categories they highly value, and they generally trade down in less compelling ones.
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Increasingly, Chinese consumers are behaving like their counterparts in the developed world. They are more demanding and pragmatic than ever as their horizons expand beyond basic concerns about product features. Also, they are willing to pay for better value and quality and are spending more time researching and are exploring product nuances.
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Chinese consumers remain brand conscious but, unlike shoppers elsewhere, they focus on value so intensely that brand loyalty is often secondary.
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Most intriguingly, though, China’s consumers prioritize purchases across different product categories by trading off among them: the Chinese maximize their buying power by spending more in the categories they care about most and less in others.
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Chinese shoppers are also moving in the direction of consumers elsewhere in that emotional considerations increasingly influence purchase decisions. ... Another fast-growing key buying factor is the “what fits me” (or “what’s good for me”) category emerging in China’s younger (and more affluent) mass-market demographic. These shoppers are less concerned about following the crowd or the way what they buy defines them in the eyes of others than about how specific products fit their real-life needs. This factor is the main reason consumers trade up when their circumstances change and also explains why they tend to be more satisfied with better products."
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A polarização é essencial para eliminar o mercado do meio-termo e obrigar a abandonar estratégias híbridas, e obrigar as empresas a fazerem opções, e permitir estratégias viradas para nichos, para o elevado valor acrescentado associado ao pertencer a uma tribo.