SHANGHAI: Chinese brands are
gaining a foothold in the war for consumer loyalty against foreign offerings,
according to a brand survey sponsored by Reader's Digest magazine.
Of the 86 brands named as trusted brands in China, 40 were from local firms,
accounting for 47 per cent of the total. The results were a sign that Chinese
companies' efforts to raise brand awareness in the past two decades are paying
off, analysts said.
The results showed Chinese consumers are more loyal to homegrown brands in
categories such as airlines, petro stations, banks, telecom companies, courier
services, insurance, property developers and food & drink. Japanese and US
brands each took 12 spots.
In the consumer electronics sector, foreign brands from Japan, South Korea
and the United States grabbed the awards.
Organizers also highlighted 17 brands as Platinum Trusted Brands, due to
their outstanding performance in the survey, such as Sony, Amway, Lenovo, China
Telecom, Carrefour and Nokia.
"We have been rewarded several times with the Trusted Brand award, but this
is the first time for Nutrilite to win on the Chinese mainland," said Vincent
Hwang, vice-president of Amway China. Nutrilite is a brand of Amway.
The 86 brands surveyed were in eight categories: travel, services,
information technology, consumer electronics, luxury and personal style, home
style, food and drink, and health and personal care.
The survey, carried out by Neilson Media Research, involved 1,032 families
living in Shanghai and Beijing. The interviewees had an annual family income of
at least 54,000 yuan (US$6,835), said organizers.
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