Credit Suisse analyzed the consumer preferences of emerging markets and transition economies-Brazil, China, India, Indonesia, Mexico, South Africa and Russia. China consumers show the strongest patriotism. The number of people who are ready to buy domestic sportswear has increased to 19%, although its price is higher than that of foreign competitors. More than two-thirds of them are prepared to buy domestic electronic products and household appliances. According to the data of Credit Suisse, young people under the age of 29 who are going to buy domestic brand household appliances in the next year and a half are particularly patriotic, accounting for more than 90% of the respondents.
For decades, China has been the workshop of the world. Famous fashion designers sew China famous brand fashion; Apple assembles mobile phones in China, and Fanta has a license to produce musical instruments in China? This list can be extended indefinitely. No matter what goods you buy in any country, you can almost see the words "Made in China". Another problem is that only ten years ago, there were not many well-known domestic brands in China. At that time, some people in China didn't even believe in foreign brands produced in China. For example, wealthy China people prefer to buy German cars in Europe, even though many of their parts are assembled in China.
For the older generation of China people, buying foreign goods is partly because of famous brands. But things are different now. There is a new generation of consumers in the market-millennial consumers. They are no longer tempted by advertisements-what is more important to them is the consumption characteristics of the goods themselves.
Xiao, a member of China Mental Health Association, the founder of In the Psychological Studio and a national second-level psychological counselor, said in an interview with satellite news agency: "Although the improvement of domestic product quality is one of the factors, the most important reason is that media information and advertising resources are no longer as concentrated as they were ten or twenty years ago. At that time, if a product wanted to advertise, it was usually carried out in centralized TV media or large portals, and the advertising information people received was also concentrated. However, in recent years, especially with the development of mobile Internet, young people's access to resources and information has become more and more rich and scattered, which makes people's personalized needs more explored. Nowadays, young people will choose products according to their own needs, personality characteristics, crowd attributes, psychological identity, identity and other factors, and will not listen to the rhetoric of some official media and advertisers. It should be said that young people nowadays pay more attention to individuality and internal needs when choosing goods. Secondly, the smart phone is a typical example. When it comes to domestic smart phones, the first brands that come to mind are Huawei and vivo. After all, these brands were developed by China people themselves. We know more about the habits and needs of young people in China, so it is easier to develop products that young people in China like. "
On the other hand, the state also strongly supports domestic producers to make them competitive in the global market. The State Council, China adopted the Made in China 2025 Plan.
Its ultimate goal is to make China a world industrial power. As planned. China should build and upgrade its own brand and realize the overall upgrading of manufacturing industry.
Indeed, some achievements can be seen now. For example, Tencent's total market value is 508 billion US dollars, ranking first in Asia. There are only four companies in the world that surpass it-Apple, Amazon, Google's parent company Alphabet and Microsoft. Tencent and its domestic competitor Alibaba have both launched mobile payment systems, and their scale is not similar in the world for the time being. Huawei, a China-based communication equipment manufacturer, recently launched the world's first customer terminal, 5G, which made American competitors who have been leading in this field feel uneasy. As Xiao Xueping pointed out, all these will undoubtedly promote patriotism, especially among young people, who value technological achievements more than others, which will affect their consumption preferences.
She added, "In recent years, domestic cultural ideology has also shown a trend of paying more attention to China's traditional culture and the great rejuvenation of the Chinese nation and its cultural identity. This subconscious recognition of the nation is also a factor that China people are more willing to choose domestic products. "
Some China companies have created successful brands, and their products rank first in many national markets. For example, Huawei's mobile phone is the best-selling mobile phone not only in China, but also in another Asian supermarket. The popularity of Huawei mobile phones in Russia is also mentioned year by year. According to the statistics in February, Huawei's mobile phone sales surpassed Apple for the first time, ranking second only to Samsung.