Nelson Reported That Chinese Domestic Brands Came To Spring

Domestic brands want to take advantage of the rising tide of the national economy to win marketing. In strategy, they are not only killed by memories, but also need to be bold and cross boundary to make innovations in consumption scenarios and expand the word of mouth effect.

68% of Chinese consumers prefer domestic brands. Even if 62% of consumers buy foreign brands, domestic brands are still the first choice.

These are the information disclosed in the August 13th second quarter China consumer trend index report (hereinafter referred to as "the report") released by global monitoring and data analysis firms Nelson in 2019. The report shows that in the second quarter, China's consumption trend index was 115 points, unchanged from the previous quarter and remained high.

Nelson, President of China Justin Sargent, told reporters that under the rational drive, price performance is the most important factor for consumers to choose domestic products, but the quality weight is higher than the price. Nelson data show that 61% of consumers believe that cost performance is an important decision-making factor in the purchase of domestic products. In the coming year, 33% of consumers will have a stronger purchasing tendency in pursuit of quality. 26% of consumers will choose cheaper products on the premise of guaranteeing basic functionality.

Justin Sargent believes that sentiment and consumer recognition of brands are the main driving force for the rise of domestic goods. The clearer and stronger brand attitude of domestic brands has won the favor of consumers. Nelson study found that men and second tier cities consumers were more motivated by emotions. 34% of consumers bought domestic brands because they were more willing to support domestic products. Among them, the proportion of male consumers was 36% while that of women was 34%. Meanwhile, the proportion of second tier cities was 52%, four lines and rural areas were only 29%. In addition, 15% of consumers buy domestic brands for their recognition of brand spirit.

At the same time, under the trend of cultural confidence, a second tier city shows higher willingness to buy domestic goods. The Nelson report shows that 29% of consumers tend to buy domestic brands and products.

However, consumers in the second tier cities are quite different in terms of preferences for food, clothing and domestic products, and the concept of health, color value, quality and technology are more recognized. According to Nelson's report, 73% of consumers in the past six months are more willing to buy the brand of home-made food and beverage, 60% of consumers choose to buy the brand of domestic health care products, 55% of consumers choose to buy home made shoes and hat brands, while in terms of electronic consumer goods, 68% of consumers are willing to buy domestic brands, while only 32% of consumers choose international brands.

According to the report, domestic brands want to take advantage of the rising tide of the national economy to win marketing. In strategy, they not only rely on memories, but also have to cross the border to make innovations in consumption scenes and expand the word-of-mouth effect. In addition, if international brands want to truly "do as the Romans do", they are not only Chinese elements, but also cultural heritage.

Justin Sargent said: "in the consumer demand driven market, brand owners must pay more attention to the change of consumer demand while paying more attention to product prices, quality and brand. Only consumer demand oriented products can be more quickly recognized by consumers and the market."