Apple has taken China by storm. A Starbucks can befound on practically every major street corner in coastal cities and beyond. From Nike to Buickto Siemens, Chinese consumers actively prefer Western brands over their domesticcompetitors. The rise of microbloggers, the popularity of rock bands with names like HutongFist and Catcher in the Rye, and even the newfound popularity of Christmas all seem to pointtoward a growing Westernization。
苹果产品已经风靡中国。在沿海及内陆城市的主要街道几乎都能找到星巴克。从耐克、别克到西门子,中国消费者对西方品牌的喜爱远远胜过国内的竞争品牌。微博的兴起,胡同拳头(Hutong Fist)和麦田守望者(Catcher in the Rye)等摇滚乐队的流行,甚至是圣诞节的备受追捧,似乎都表明中国正越来越西化。
But don't be deceived by appearances. Consumers in China aren't becoming "Western." Theyare increasingly modern and international, but they remain distinctly Chinese. If I've learnedanything from my 20 years working as an advertising executive in China, it is that successfulWestern brands craft their message here to be "global," not "foreign"—so that they canbecome vessels of Chinese culture。
但千万别被表象所迷惑。中国的消费者并没有变得“西方化。他们越来越现代化和国际化,但他们依然很“中国。如果说我从自己在中国20年担任广告高管的经历中学到了什么的话,那就是,成功的西方品牌灌输给中国的信息是“全球化而不是“外来者──这样他们就能成为中国文化的载体。
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