China may be closed to the outer world one time, but when it opened its door the the outer world, well, you can conclude yourself . I wrote this article to give you more insight about Chinese people attitude towards brands. It’s very important, moreover for you, who want to enter the Chinese market.

Research Says…

Based on research that was done by Cohn & Wolfe about the authenticity of the brands in the eyes of consumers, financial brands like the Bank of China and China Merchants Bank, technology brands like Huawei Technologies Co Ltd, Alibaba Group Holding Ltd and Baidu Inc, traditional Chinese medicine (TCM) brands like Tong Ren Tang Group Co Ltd and Yunnan Baiyao Group Co Ltd made the China Top 100 list.

The research was done based on the level of brand’s authenticity. As the result, Chinese consumers ranked the financial and technology brands as the most authentic, and on the other hand, brands in the education and real estate sectors were ranked as the least authentic.

Those are the Chinese local brands and based on local survey. Speaking about the more global brands, The Walt Disney Co, Amazon.com Inc, Apple Inc, Samsung Electronics Co Ltd and Lego A/S were on the top 10 of the Global Authentic 100 brands and no Chinese company made the list. The result was based on the survey of nearly 12,000 consumers in 14 markets from the United States, Europe, Asia, Latin America and the Middle East.

The Criteria

The authenticity are measured by 3 main criterias.

– Reliability (delivers on promises, high quality)

– Respectfulness (treats customers well, protects privacy and data)

– Realness (be genuine,communicates honestly, acts with integrity)

Consumer attitude to transparency in big business

The survey showed that Chinese consumers are the least cynical toward brands. 36% of Chinese said that brands and companies are open and honest. This term is related too to the Chinese culture (click the link to see more details about the culture). One of the reasons is the younger generation, they tend to praise those things related to “western” and trend is very important for them. Another reason is the safety. It’s been a hot issue here in China regarding the food safety.

Analyst said that the authenticity ranking has to do with the frequency of consumers’ interaction with the brands and it also reflected the imbalance of industrial development in China.

“We use brands to project what we want to be in the world, how we want people to perceive us, and how we want to feel about ourselves – Debbie Milman”

Adapted from China Daily

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