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Brands must shed bias

China Daily | Updated: 2016-10-26 07:25

Brands must shed bias

Chinese tourists shop at a duty-free store shop in Chejudo, South Korea, Feb 8, 2016. [Photo/IC]

A recent report published by the National Tourism Administration indicates Chinese residents made 117 million outbound visits in 2015, spending $104.5 billion overseas. Yet many of the products they bought on their trips were made in China.

From a superficial perspective, it is irrational and even somewhat ridiculous for Chinese tourists to buy products overseas that are manufactured in China. However, such kind of buying is essentially a rational choice, given that many Chinese manufacturers have long adopted higher quality standards for exports.

To end Chinese people's preference for Chinese products sold abroad rather than the ones sold at home, the authorities have demanded that domestic manufacturers apply the same standards to their products regardless of whether they are to be sold in domestic or foreign markets.

As a matter of fact, Chinese consumer's preference for buying products made in China sold overseas has increasingly demonstrated that they are casting a vote with their feet against the "prejudice" they receive from domestic manufacturers.

The situation today is different from how it used to be when people had no choice but to passively accept inferior-quality products by local manufacturers.

At a time when more and more Chinese tourists are taking trips overseas, domestic manufacturers should abandon their obsolete mindset that good-quality goods are only for exports. Once Chinese consumers realize that they are receiving inferior treatment from domestic brands, the quality prejudice will inevitably lead to consumers shunning their brands.

Since Chinese manufacturers have the capability to produce the higher-quality goods they export to overseas markets, they have no excuse for trying to sell inferior products at home. Consumers have demonstrated their capability and willingness to pay for higher quality.

In a highly open world, any attempt to deceive domestic consumers will finally be discarded by the market.

--Beijing Youth Daily

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