2012年6月14日星期四

Chinese consumers pay more, but expect more, even

  SHANGHAI (AP) - Chinese consumers can afford to spend more money on quality products, but also expect a better value than before, according to a study by the American Chamber of Commerce.

Consumer market in China is expected that the second largest in the world after the United States until 2015. Both Chinese and foreign companies are struggling to follow the market trends, the report was published on Wednesday.

"There is no doubt that the Chinese market matures," Joni Bessler, a partner at Booz & Co. in Shanghai, who helped compile the report.

The gap between the past, luxury or premium products and affordable than those of the middle class grows blurred, with most consumers expect a good price and wide selection, even for cheaper goods.

"The race is to see who really captures this buyer segment," said Bessler.

For companies such as Kraft Foods Inc. and PepsiCo. Inc., which means tailoring products to local tastes while leveraging the brand name of the business.

Force spent much time researching consumers in Shanghai will be in their homes to understand their preferences in developing a brand strategy for its famous Ahoy chips and Oreo cookies, said Wang Haiyan, director of marketing for Kraft Foods in China.

Combined with social media through games and videos, China, the branding campaign plays on stereotypes typical premises, including where their "cookie guy" character a picky women for women, but are difficult to embody Shanghainese ladies and draw "fluffy" guy who is in Shanghai, its male counterpart.

"Without the knowledge of who our customers are and what are their needs, the brand is not easy to do," said Wang.

Strategies for the consumer market report published on Wednesday overview of the key trends, such as by dozens of companies in various industries, including consumer goods, automotive and financial services reported.

He says the Chinese are always concerned about the health and quality of life. As an increasing number of travel abroad, they are familiar with foreign brands and the variety and quality of the products abroad and expect the same at home.

Chinese living in big cities like Shanghai and Beijing are more value-oriented, but able and willing to pay more.

"Consumers are not worthwhile," says the report. "Although they are willing to spend for the value they should be sure they are really getting what they want to pay."

These are more accurate with lower incomes or live in small towns on the price, but also select from a much wider range of products than in the past - the more competitive markets for both foreign and domestic companies, he said.





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