Building a brand Chinese can trust
Understanding what really drives shoppers' perceptionsWednesday, October 14, 2009
Redefining brands in China - trust is king. In a market where fakes, pricing scandals and food safety are big issues, trust is the most important criterion for customers in choosing their favourite retail brands.
While there is some variation – for example with 'fashionability' being more important in apparel and product quality being more important in grocery – building trust is always the most important criterion to win customers’ loyalty in China. This year’s Retail Proposition Index surveyed 1,600 customers in East China (chosen as it is normally at the forefront of China’s development) to reveal their favourite retail brands. The overall winner was Nike, continuing to demonstrate the power of sports brands in the market. Second place in customers’ ratings was Zara, showing tremendous performance for such a new brand in the market. Coming in third was...
Enter the dragons' den
The Chinese dragons dominate the top end of the 'OC&C China 50' study of the largest 50 FMCG companies in China - 7 out of the top 10 companies are from China or Taiwan and 60% of the list as a whole is occupied by the local players
The whirlwind in the China apparel market: In the last decade, expanding in China was an easy ride with high sales growth driven by store expansion and same store sales increase...but that is about to change
Marrying the dragon
In recent years, China has played a greater and greater role in the cross-border merger and acquisition market. Outbound M&A activities have been accelerating since 2008. By 2011, the value of outbound M&A transactions has exceeded that of inbound by 70%
The dawn of the e-tailers
OC&C’s Retail Proposition Index 2012 surveyed more than 2,500 consumers across China (East, North and South) to vote for their favourite retail brands