To win a following among Chinese buyers, brands have to follow three rules. First and mostimportant, products that are consumed in public, directly or indirectly, command huge pricepremiums relative to goods used in private. The leading mobile phone brands are international.The leading household appliance brands, by contrast, are cheaply priced domestic makers suchas TCL, Changhong and Little Swan. According to a study by the U.K.-based retailer B&Q,the average middle-class Chinese spends only $15,000 to fit out a completely bare 1,000-square-foot apartment。
要赢得中国的消费者,品牌需遵循三个规则。第一点也是最重要的,公开使用的产品,无论是直接公开还是间接公开,价格溢价都要比私下使用的产品高。领先的手机产品都是国际品牌。而家用电器领跑者则是廉价的国货,比如TCL、长虹和小天鹅。根据英国零售商百安居(B&Q)的一项研究,中国中产阶级平均只花1.5万美元为一套1,000平方英尺(约92平方米)的毛坯房进行装修。
Luxury items are desired more as status investments than for their inherent beauty orcraftsmanship. The Chinese are now the world's most avid luxury shoppers, at least if tripsabroad to cities like Hong Kong and Paris are taken into account. According to Global Refund, acompany specializing in tax-free shopping for tourists, the Chinese account for 15% of allluxury items purchased in France but less than 2% of its visitors。
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2020-09-15
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