Interbrand conducted a study on Chinese brands 2007 in an update of 2005 “Made in China” study, continue to analyze which Chinese brands are ready to go overseas markets.
Challenges in going overseas:
- Low cost manufacturing, leading to low prices in the marketplace.
- Lack of marketing experience
- Lack of knowledge of different tastes, purchase drivers and cultural cues overseas. (for example pronunciation difficulties)
- Brand awareness
- Suffer from quality issues
- With so many Western companies outsourcing manufacturing to China, and the high costs of shifting production to another country, consumers are left with very little choice in the short-term. Forty percent of consumer products imported to the United States in 2006 came from China.
Over the period of six weeks in Summer 2007, an online survey was made available via www.businessweek.com, www.interbrand.com and www.brandchannel.com. Over 700 business and marketing professionals around the world completed the survey.
- US/Canada 46%
- Europe 24%
- Asia-Pacific 16%
- Australia 7%
- Latin America 3%
- Others 3%
- Male 61%, female 39%
Do you believe "Made in China" helps or hurts Chinese brands today?
- Hurts 66%
- Neutral 4%
- Helps 30%
How often do you believe consumers look for the country of origin on the label of products they buy?
- Sometimes 43%
- Always 6%
- Never 1%
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