Germany far ahead in quality perception of Chinese

The Chinese refer to the UK as yingguo - heroic country, just as they call the US meiguo - beautiful country, and France faguo - legal country. However, the Chinese perceptions of UK seem to suggest that the country needs to really do some heroic deeds to raise its profile and status in the Chinese mind.

Asked which country would they associate with "overall excellent quality of products", it is Germany that takes the top slot (38 percent), with US close behind (33 percent). Japan and Scandinavian countries also do well, but UK comes only at No 6 - in fact at the same position as China itself.

On some products UK does better than others - more Chinese associate UK with luxury products and garments (France, of course, leads the pack on both - and Chinese also feel that their own country is making pretty good garments).

The perception that the British make good cars (though far behind Germany, US and Japan) leads to the Chinese buying MG Rover. In machinery and hardware also, UK figures in the Top 5.

Chinese, surprisingly, were introduced to Western liquor through Cognac, and bottles of XO were downed in nightclubs, often mixed with liberal doses of green tea.

Of late, thanks to the efforts of companies like Diageo, Chinese are learning to appreciate Scotch, though they still tend to drown the subtle Speyside flavors in green tea. This induction is perhaps responsible for the association of UK with quality alcoholic drinks.

The Chinese do not have a very clear and strong association with the type of products the British are good at making. However, there's a perception that the British manufacture products that are long-lasting, good-looking and technologically advanced.

Culture and museums

While the British do not inspire awe in manufacturing, in the cultural arena UK does much better. When asked which countries would they consider as culturally rich and having rich traditions, next to their own country, after a long margin, UK and India share the honors.

Not surprising is also the positive association of the quality of universities (next only to the US). Not only is the UK host to many Chinese students, University of Nottingham has its own campus in Ningbo and University of Liverpool is collaborating with Xi'an Jiaotong University to start operations in Suzhou.

Fish head over fish & chips

UK is at the bottom of the pile on food - just a bit ahead of Australia. Naturally, the Chinese think their own food is the best. But while British spice may not titillate, the Spice Girls do. Next to the US, British are most positively associated with good popular music.

In spite of the damp fish and chips, the Chinese are willing to go to UK to work - more than any country other than the US. For tourism too, they are happy to give it a go, though Australia, France, Italy and Scandinavia are seen as more enticing.

Chinese women mention UK almost as much as they mention their own country in association with handsome men. British men pip Italian debonairs by a point, and is comfortably ahead of the Americans. Chinese men, however, feel no threat from the British but express some insecurity over Italians.

The author is Regional Director, methodology and analytics, for TNS Asia-Pacific, Latin America and Middle-East Region based in Shanghai. The results are based on online research among 398 Chinese, aged 18-44 and living in key first- and second-tier cities of China

(China Daily 07/25/2007 page15)