 |
| What does Made in China mean for global brands? |
Are we underestimating Chinese marketing and their grasp of brands and branding?
In the current edition of CRICKET Commentator, we've been exploring the importance of provenance for global brands - and whether the label 'Made in China' is undergoing a shift in attitudes to brands in the region.
At CRICKET, we think a significant pointer to China’s ability to become world class designers, manufacturers and marketers lies in their attitude to, and consumption of, Western brands. It’s a common misconception that Chinese shoppers blindly buy the logo.
From our recent work with luxury consumers in China, we see that they understand the key drivers of provenance better than consumers in the West. They’re smart, knowledgeable and demanding. Where, how and who manufactures what is just as important to their purchase decision as traditions of craftsmanship, design and quality. They are discerning in choosing brands to demonstrate personal and business success, paying close attention to label descriptions, materials and sourcing. They aspire to Italian/French fashion manufacture and are willing to pay a premium for the quality they associate with it, providing it's associated with innovation.
If provenance is the issue....are you concerned about what 'Made in China' says about your brand? (Tim Cook of Apple certainly isn't)
