ChineseConsumersprefertopurchaseforeignbrandsoverChinesebrandsbecauseofthehighqualityofforeignbrands

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Outline

Introduction

Body

Conclusion

Bibligography

Introduction

Nowadays,wecanseethattherearesomanypeoplelikepurchasebrandsthanChinesebrands.Butisthequalityoftheformerbetterthanthelatter?ThereisaconclusionmadebyItaly,whichisItaliansliketobuydomesticproducts.WhydoChineseliketouseforeignbrands?Afterall,modernindustrywasborninItaly,andproductionlines,industrialchains,andafter-salesservicesareallcomplete.SomeChinesepeoplealsohavesomepsychologicalproblems.Theyalwaysfeelthatforeignmoonsareround.Ibelievethatoneday,theChinesemoonwillnotonlybebrighterbutalsomoreround,andallthiswillrequirethejointeffortsoftheentirenation.AndIalsobelievethatthereasonwhyChineseliketopurchaseforeignbrandsisnotbecausequalitytotally,theremustbeotherreasons.

Body

Inourdailylife,wecanhearaboutsomenewsaboutChinesepurchaseforeignproductcreasily.IntegratedCCTV,XinhuareportedthatmanyNewZealandsupermarketsinearly2012,intheinfantmilkpowderareaposted"Eachpersonlimitedtobuytwocansofmilk"tips.ThepurchaseorderwasupgradedinSeptember2012.TheofficialstatementsaidthateverythingtotakethedairyawayfromNewZealand'sdomesticbehaviorisconsideredasoutput.SinceApril2012,theUK'slargestsupermarketchainshaveannouncedalimitonbuyingtwocansofbabymilk.AttheendofJanuary2013,bigchainssuchasGermany'sbiggestcommoditychain,DM,warnedthat"eachcustomercanonlybuy3packsofpowderedmilk".Afterthat,limitthepurchaseto"upgrade",asktoshowthechild'sidentitycardortakeachildtobuy.XinhuaMarch2013reportedthatasmallnumberoflocalChinese,includingindividualstudents,andeventheuseofspecializedgroupstosweepthewayaroundthepurchaseofmilkpowdersoldbacktoChinaforprofit,butalsoexacerbatedthelocalmilkshortagephenomenon.ntheSpringFestivalof2015,therearetwothingsthatarethehottest:theWeChatredenvelopeandtheJapanesetoiletlid.Thetoiletlid,whichusedtobehiddeninthecornersofbuildingmaterialsstoresandbathroomcorners,hasbecomeahotlydebatedtopicforthepeople.ItevenalertedthePrimeMinisterLiKeqiangandevenbecameahotspotintheNationalPeople’sCongressandtheChinesePoliticalConsultativeConference.

Aboutthistopic,therewasasurveymadebyHongKonggovernment.

Counterfeitingisoftenseenasthebaneofluxuryretailers--butitmaydrivewell-heeledAsianstofixatemoreonname-brandlogosthanwealthyconsumersintheWest,accordingtomarket-researchfirmSynovateLtd.inastudytobereleasedThursdaydelvingintoglobalattitudesaboutluxurybrands.

InHongKong,where68%ofthestudy'sparticipantssaidtheypreferredname-branditems,abrandlogohelpsovercomeanassumptionthatawatchorhandbagmaybeacopyinsteadofthegenuinearticle,saidJillTelford,Synovate'schiefexecutive.'TheChinesewantpeopletoknowthatthey'vegottherealthingandit'snotafake,'shesaid.

IncontrasttotheHongKongresults,respondentsintheU.S.andU.K.saidtheyweremorelikelytochoosegoodswithoutlogos;only36%and33%ofrespondentsinthosemarkets,respectively,revealedapreferenceforluxurybrands.Theonlinestudysurveyedabout8,000peoplein11markets--theU.S.,Brazil,Canada,France,theNetherlands,Spain,HongKong,India,Taiwan,theUnitedArabEmiratesandtheU.K.

InIndiaandtheU.A.E.,79%and58%ofrespondentsalsopreferrednamebrands,accordingtothestudy'sfindings.

Varyingpreferencesonlabelsalsoreflectdifferencesbetweenoldmoneyandnew,saidthesurvey'sauthors.GiventhatmanywealthyChineseonlyearnedtheirrichesinthepreviousdecadeorso,consumersthereareeagertoshowtheirpeersthattheyhaveascendedtoahigherclass,Ms.Telfordsaid.Awidelyrecognizedlogoservesastheclearestsymbolofthewearer'ssuccess.

Iftheydon'trecognizethebrand,theydon'twalkthroughthedoor,'agreedLindaSwitzer,headofretailatWynnMacau,agamblingresortontheislandcity-state.MainlandChineseaccountfor90%oftheclienteleatthehotel'stwodozensupscaleboutiques,whichincludeChanel,PradaandLouisVuitton.

HongKongandMacauserveasmagnetsformainland-Chineseconsumersseekingtoavoiddouble-digitdutiesathome.ForSwissluxurywatchmakerPiaget,theshopatWynnMacauisitsmostsuccessfulworld-wide,saidMs.Switzer.Others,shesaid,'takeinmoredollarspersquarefootthaninanywhereelseinAsia.'

LuxurybrandsalsopeddletheirgoodssomewhatdifferentlyinAsiathantheydoinotherpartsoftheworldtotakeintoaccountthesedifferentapproaches,retailexpertssay.AttractingstreettrafficismuchmoreimportantinChina,wheretheluxurymarketisneweranddrawsyoungerbuyers.

'InChina,it'salittlemoredemocratic,'saidJohnHooks,deputychairmanofArmaniGroup.'Peoplewillspendalotofmoneyforaspecialoccasion,whereasinEuropeandtheU.S.,it'susuallyacertaintypeofperson,'whogoesforArmani.

InmajorEuropeanorU.S.cities,Armanitypicallyoperatesasingle'embassy'storethatsellstheGiorgioArmaniluxurybrand,andthecompanydistributesotherhigh-endfashionlinesthroughupscaledepartmentstores.InChina,ArmanihastwostoreseachinBeijingandShanghaithatexclusivelyselltheGiorgioArmanibrand,withplanstoopenatleasttwomoreinShanghaiincomingmonths.

Forallitsproducts,whichincludeArmaniJeansanditsArmaniExchangecasualbrand,thecompanyhasapproximately45free-standingstoresinChina,comparedwithabout25intheU.S.,itslargestsingle-countrymarket.

Thestudyalsosoughttomeasurebuyers'guiltwhenindulginginluxuryacquisitions.IntheU.S.,abouthalfofrespondentssaidtheyfeltguiltypurchasingluxurygoods.Americansmostoftendefinedluxuryas'everythingoverandabovewhatyouneed.'Incontrast,Indianrespondentsmorecommonlydescribedluxuryas'aboutquality'and'alifestyle.'

Nearlythree-quartersofIndiansrespondingtothesurveysaidtheydon'tfeelguiltyaboutsplurgingonluxurygoods.Despitewidespreadpoverty,Indiansalsotendedtoviewluxuryasasignofthecountry'seconomicdevelopment,whicheventuallyshouldbenefitincreasingnumbersofIndians,saidMickGordon,anIndia-basedresearcheratSynovate.

WhyareChineseconsumerssoobsessedwithforeignbrands

ThenameDaVinchicaptureseyeballsofChinesepeoplerecently.However,thistime,itreferstoafamousluxuryfurniturecompanyratherthanagreatpainter.Accordingtothemediareport,itsexpensiveproductsweremadeofacommonresinmaterialratherthanthesolidwood,andweremadeinchinainsteadofinItalyasthecompanyclaimed.

Actually,DaVinchiisdefinitelynottheonlycompanywhichmakesuseoftheslogan“originallyimported”asawaytoappealconsumers.Ifyouwalkinanydepartmentstoreinchina,youwouldfindthatmorethanhalfoftheproducts,fromfurnituretohomeelectricalappliance,clothes,etc.,arelabeledwithforeignnames,eventhougheightypercentofwhichareproducedbyhomecompanies.Seemingly,thesefake“foreignbrands”enjoyhigherpriceandbettersale.

Whilecriticizingthefraudulentactofthecompany,weoughttothinkfromtheotherangleofthequestion,thatis,whydolargeamountofconsumersspendtensofthousandsorevenmillionsofRMBbuyingDaVinchifurnitureorothercommoditiesclaimedtobe“imported”.WhyareChineseconsumerssoobssessedwithforeignbrandsinsteadofhomeones?

Ofcourse,wehavetopointoutthattheforeignbrandsfetishinchinanowadaysindicatesimmaturityofsomeChineseconsumerswhoblindlybelievethatforeignmadethingsareboundtobebetterintermsofqualityanddesignthanthingsmadeinchina.Therefore,theseconsumeschoosetobuythingswithforeignnameswithoutconsideringwhethertheyarerealornot,henceeasilybeingtakenadvantageofbybadcompanies.

Ontheotherhand,DaVinchicaseshowsthatmostpurchasersarefromthenewwealthyclass.Thereasonthatthenewricharemorevulnerabletobecheatedbyfakeforeignbrandscanbeattributedtothetrendofwealthflauntingamongthenewrichclass.AfamousChinesemovie“ABigShot’sFuneral”(DaWan’erinChinese)oncevividlydepictedthistrendwithlineslike“Weonlypurchasetheexpensiveratherthanthebest”.Expensiveandluxuriousmerchandisecanmakethiskindofnewrichfeelbeingsuperiortoothers.Inotherwords,vanityistolargedegreethereasonwhynewrichclassrushtobuyDaVinchifurnitureandotherluxuriousbrands.

However,besidesvanity,Chineseconsumers’fetishforforeignbrandsshowstheiroveralllackoftrustonhomebrands.WhydopeopleflytoHongkongtobuyoutmilkpowder?Whydopeoplechoosetoconsumeimportedfoodoncetheycanafford?WhydotheypreferforeignelectricdevicestoChineseones?ThereasonliesinthatChineseconsumershavewitnessedtoomanyaccidentsarousedbypoorqualityofhomeproducts,rangingfromfoodtorealestate.Therefore,trusthasvanishedandfinallyChineseconsumershavetoturntoforeignbrands,hopingtofindsecuritythere.

So,therootreasonforforeignbrandsfetishofChineseconsumersliesinproblemsofChineseproducersandcorrespondingadministrativedepartments.Consumers’trustandconfidencewouldnotcomebackandthenegativeimageofhomebrandswouldnotbechangedunlessproducersputhonestyandqualityatthetopandgovernmentbearitsresponsibilityofsupervisioninwordandindeed.

Conclusion:

WhydoChinesepeoplelikeforeignthings,likeforeignproducts?Thesamegoods,thesamequality,eveniftheforeignpricesarehigh,butalsotobuy,buyanythinglikeforeignbrands,alwaysfeelbetterthanthedomestic.

Infact,theChinesepeoplearestillverypatriotic,onlyfromthecommodityperformancetoseetheproblemisalittletooextreme.WeallknowthatChina'sdevelopmentismuchlaterthanabroad,evennowChina'snationalstrengthhasbeengreatlyimproved,technologyhasalsobeenagreatdevelopment,butalotoftechnologyisstilllaggingbehindothercountries,especiallyItaly,theUnitedStates,Japan,thecountryinmanytechnicalaspectsarestillleading,andtheirenterpriseinnovationtechnologyisalsoverystrong.Thefundisalsoabundant,thesecountrieshasmadetheeffortinthepropagandaaspect.

Manypeopleintheforeignproductstopromotetheideaofthecase,seeandconsideronlythequalityofgoodsratherthantheidentityoftheChinese.Alotofpeoplestarttoacceptthegoods,butthequalityofmanyproductsisverydifficult.tochooseotherproducts.

Everyonewantstheirmoneytospendthevalue,afterall,itisnoteasytomakemoney,sowillchoosethequalityofthingstobuy.Infact,themostfundamentalproblemisthequalityofChineseproducts.Comparisonsarealsoimportantreasons,inthecaseo