Imported products are very popular, especially among certain nationalities. People in China, for instance, seem to enjoy turning to imported brands rather than domestic. There are a variety of reasons for this, which we will discuss in the article below.
If the brand has a good reputation, this will be a major selling point for customers. The Chinese are impressed by social status in the community. If they are able to purchase brands from wealthy importers, this is an indication of high social status. Seeing as some of the living conditions in China are less than adequate, these people will only be able to afford domestic products. Chinese consumers understand this, and if they are able to, they want to purchase products that are seen as superior to ‘common’ domestic purchases.
Products that come from farther away provide more interest to the buyer. The customer will enjoy the fact that their product has a story behind it. When they are showing their products to their acquaintances, they want to have something exciting to share. Whatever the customer had to do to attain that product, it is sure to provoke more interest than if they had just walked into a local department store.
Every brand has one (or multiple) products that they shine the spotlight on. The manufacturer wants consumers to focus on certain products, so as to bring the attraction to the entire brand. Once the consumer is attracted to the brand, they will likely be back for more of the products. Chinese consumers are no exception to this. They, in particular, are quick when it comes to adapting to new trends. Popular products will spread quickly through word of mouth, and the brand will gain more attention.
If it is harder to get a certain product, there will be more demand for it. The Chinese will value brands that are more of a challenge to get. Chinese consumers are willing to pay for quality if they feel as though the product will bring them value. If the Chinese have the ability to travel abroad and purchase diverse, imported products, they will place a higher value on these. They are proud of the fact that they can afford to do this, as many other people cannot.
To give away
The Chinese consumer market has shown a trend towards giving gifts that are more exotic. They want their gifts to be highly valued and appreciated. As stated above, imported products are considered to be more interesting and valuable than domestic products. This is why the Chinese would be more likely to purchase imported brands to give away as gifts during the holiday seasons.
Chinese consumer behaviour rotates around imported products. These products are typically valued higher than domestic ones and therefore are more desirable. This information is helpful for suppliers who are considering marketing in China. They need to take this knowledge and decide how they can use it to attract customers to their brand.