Would you connect your brand to “China” or not?
May 15th, 2006 . Posted in Marketing, China.If you were to chose between connecting your product or brand to “China” or not, would you? Would attracting 400 million possible Chinese consumers push you towards a yes? Would the possibility of alienating a few hundred million Western consumers push you towards a no?
Consider these facts:
- According to this Synovate study, “only one in eight respondents from the US and key markets in Europe think highly of the quality of products made in China”. That’s why the “Made in China” sign is written in a 4 point font, hidden at the back of the washing instructions.
- According to the book The Rise of the Chinese Consumer: Theory and Evidence (by Jonathan Garner), national pride is a strong source of brand loyalty among Chinese consumers. You might want to appear more Chinese than you are to gain acceptance.
- In a globalized world, you are less likely to succeed in keeping separate images of your brand in different parts of the world. The Internet is pretty much everywhere and people will see you if you pretend to be something else somewhere else. You’ll have to pick a side.
Now which alternative is most tempting; having your brand be Chinese or not? Would you boost the fact that your product is made in China, or would you hide it?
May 17th, 2006 at 7:35
In China I would definitely play on the brand being global. Yes, people are proud about brands like Lenovo, because for the first time Chinese brands are starting to compete outside China, but in my experience most Chinese consumers still prefer international brands before local if they can afford it.
Tarifs makes imported international brands like Absolut, Porche or Lancome more expensive than in the West, they are still performing well. Chinese mobile phones, for example Bird, are half the price of Nokia, Motorola or Samsung, but still don’t stand a chance in competition.