I’m an international lawyer, not a marketer, but I know enough about marketing to know that this article, Brand Preference of the Chinese Affluent, [link no longer exists] is chock full of helpful information and — by extension — great insight into the Chinese consumer.
If you are selling a product or service in China or thinking of doing so, I urge you to read this report.
My main takeaways from the report are the following:
1. Affluent Chinese consumers prefer foreign brands because they see them as an assurance of quality.
2. Affluent Chinese consumers will buy Chinese brands with good reputations (e.g. Haier, Lenovo).
3. Affluent Chinese consumers are “surprisingly” free of nationalist sentiment when it comes to choosing their favorite brands.
4. Affluent Chinese consumers rank their favorite wines in the following order: French, Italian, Spanish, Chinese, Australian, German.
Noticeably absent are American wines, which reinforces what my law firm’s international lawyers have seen among our own winery clients (which is a mix of American, European and Australian producers): American wineries are too reticent about going into China and are on the verge of missing out on China’s rising wine consumption.
What are you seeing out there?