Chinese Consumers' Attitude Towards International Brands And Local Brands

Nelson's latest global release

The results of the questionnaire survey showed that 91% of Chinese respondents believed that the source of the brand was

One of the most important factors to consider is the diversity, price, function and quality of brand selection.

The survey collected 30 thousand Internet interviewees from 61 countries about 40.

The response is mainly to see whether consumers will be more interested in international brands (products sold in many countries) or local brands (which are sold only in the countries where the respondents are located).

"In this survey, we were very surprised to find that the source country of brand is the same or even more important than other factors that consumers consider when purchasing, such as price or quality."

Nelson, President of Greater China, said Yan Xuan.

The importance of brand origin and other shopping factors

Survey data show that a total of 77% of Chinese respondents believe that international brands are more expensive than domestic brands, while 72% agree that international brands do better in terms of product innovation compared with local brands, and 67% of respondents believe that international brands are superior in quality to local brands.

Chinese consumers' attitude towards international brands and local brands

The Internet platform is an important channel for Chinese consumers to purchase or search for international brands. The largest number of respondents said that the categories they had inquired or purchased online included desktop or notebook computers (56%), imported food and beverages (48%), foreign brands of clothing and shoes (47%), personal care and cosmetics (47%), smart phones (46%), household cleaning products (34%), automobiles (30%), and baby care products (20%).

Interestingly, national pride has different effects on consumers' choice of international brands and local brands. Consumers with strong national pride will not choose international brands.

More than 1/5 (21%) of Chinese respondents said national pride was the most important reason for their choice of local brands, and this proportion also reached the global average.

Local brands have obvious advantages in the food and beverage industry.

Nelson survey shows that Chinese consumers are more inclined to buy local fresh food brands.

Most of the Chinese respondents said they preferred local vegetables (71%), local meat (67%), local fruit (66%), local seafood (58%) and yogurt (58%).

In addition, consumer food and beverages are also popular among local brands.

Chinese respondents said they preferred local juice (47%), water (56%) and milk (46%).

For these people, the international brand (39%) of carbonated drinks is more popular than local brands (32%).

As for packaged foods and snacks, local tastes are more popular in China - 38% prefer local ice cream brands, 36% prefer buying potato chips of the real estate, 59% prefer local breakfast cereal brands, 51% prefer local instant noodles, and 52% prefer local canned vegetables.

International brands of infant products are most popular in China.

In China, infant brands and infant formula are widely welcomed by consumers.

In recent years, media coverage of China's infant food safety issues has led Chinese consumers to show the strongest preference for international brands of infant food and formula milk in this survey.

54% of respondents said they trusted more international brands, but only 30% said they were more likely to buy local brands.

"In North America and Europe, infant products are strictly regulated, and consumers naturally assume that baby food from these places is safer and more nutritious.

An international brand is a more reliable choice for consumers in emerging markets, which means better quality and safety.

Nelson, President of Greater China, said Yan Xuan.

Chinese consumers love international personal care and cosmetic brands.

Nelson survey shows that international brand personal care and makeup products are obviously the most popular in China.

34% of respondents said they preferred international brand shavers, while only 26% chose domestic brands.

This is also happening to consumers' choice of shampoo and conditioner brands. 38% of respondents choose international brands and 33% choose local brands. Similarly, 53% of respondents tend to buy international brand cosmetics, while only 19% choose local brands.

"International brands can use their brand size, professional R & D capability and high brand value to provide high-quality innovative personal care products to markets around the world."

Nelson, President of Greater China, said Yan Xuan.

But the survey also shows that local brands of toothpaste, soap, shower gel, hand cream and deodorant are more popular with consumers than international brands.

Although people have different opinions on brands from different countries, but regardless of international brands or local brands, ultimately, those brands that cater to consumer demand and have more communication with customers will have an advantage in any market competition.