2007年10月29日 麦肯锡调查：中国消费者青睐本土品牌

麦肯锡公司(McKinsey)一项调查显示，多数中国消费者表示，相对于外国货，他们更信任本土品牌。对于跨国公司而言，此项调查等于是一个明显的警告，提醒它们在日渐繁荣的中国市场，存在着民族主义情绪。

Most Chinese consumers say they trust domestic brands more than foreign ones, according to a McKinsey survey that amounts to a stark warning for multinational companies about nationalist sentiment in China’s booming market.

尽管今年中国产品安全问题在欧美国家引发争议，但该项调查仍然显示，中国消费者对本土产品质量越来越有信心。

In spite of the furore this year in the US and Europe about the safety of China-made goods, the survey also shows that Chinese consumers are increasingly confident about the quality of products made in their country.

麦肯锡大中华地区总裁高安德(Andrew Grant)表示，上述调查结果表明，那些试图强调其产品来自海外某一特定国家的跨国公司，在中国市场上可能会遇到难题。

Andrew Grant, head of McKinsey’s China practice, said the results indicated that multinationals that sought to make a virtue of the fact that their products come from a specific foreign country could struggle in the Chinese market.

调查结果显示，6000名受访者中，53%的人表示更青睐中国品牌，而在2005年同样的调查中，这一比例为46%。

According to the survey results, 53 per cent of the 6,000 respondents said they preferred Chinese brands, up from 46 per cent when the same survey was conducted in 2005.

麦肯锡在许多国家也进行类似的调查，该公司表示，（受访者）观点在如此短的时间内发生如此巨大的变化，很不寻常。

McKinsey, which conducts similar surveys in a number of countries, said this was an unusually large change in sentiment for such a short period of time.

只有11%的消费者表示，他们对国外品牌有“强烈”或“适度”的偏好——而在这些人中，又有近半数的人表示，如果质量或价格相当，他们会转而选择本土品牌。

Only 11 per cent of consumers said they had a “strong” or “moderate” preference for foreign brands – and nearly half of those people said they would shift to a domestic brand if offered a product of similar quality or price.

外国品牌支持度相当或超过国内品牌的领域，只有消费电子产品和汽车行业。不过，在汽车行业，中国品牌的受欢迎程度正迅速窜升。

The only sectors where support for foreign brands matched or exceeded domestic products was in consumer electronics and cars – although in the latter category Chinese brands are rapidly becoming more popular.

对于跨国公司而言，好消息在于，人们对一些产品国别属性的认知相当混乱。许多中国消费者认为，跨国公司生产的一些品牌实际上是国产的。 The good news for multinationals is that there is considerable confusion about the national identity of some products, with many Chinese consumers believing that brands produced by multinationals are actually home-grown.

以两种知名的美国牙膏品牌为例，80%以上的受访者认为它们是中国产品。

In the case of two well-known US toothpaste brands, for instance, more than 80 per cent of respondents said they thought they were Chinese.

麦肯锡表示，在向中国市场推出新产品时，跨国公司还需要更加积极主动。

McKinsey said companies also needed to be more aggressive in introducing new products to the Chinese market.