Seven lessons for building a winning brand in China

摘要

What do China's consumers want today? What qualities do China's growing body ofrndiscriminating shoppers seek in the brands they choose? To better understand the challenges facing companies that want to establish a brand in China, Accenturernsurveyed more than a thousand Chinese consumers to learn how they decide what to buy. They were asked about six product categories - consumer packaged goods, automotive, high tech, home appliances, apparel, and financial services. Central to their concerns were a brand's trustworthiness, reliability, and quality. But they also cited these factors: the extent to which a brand is consistent with their personal values, the degree to which it is familiar or well-known to them, how well it measures up in terms of exclusivity and style, and the extent to which it is also used by friends.