Consumer dichotomy in focus

New KPMG survey shows foreign brands can thrive in nation through local partnerships

Two distinctive sets of consumers are on the rise in China, each with its own motivations and spending patterns, which leaves room for new business entrants to cash in on the world's largest consumer market, a survey has found.

The first silo is middle-income earners and above, typically residing in top-tier cities like Beijing and Shanghai, and willing to pay a premium for quality, said global consultancy KPMG in its research on consumer insights released earlier this month.