The joint TNS and HK4As’ survey on: "Chinese Brands Going Global – Success Factors Now and the Future” examines the perceptions and potential of Chinese brands thus providing insights for Chinese brands to develop their strategic planning to successfully compete at an international level.
About the study
An initiative of The Association of Accredited Advertising Agencies of Hong Kong (HK4As) in conjunction with the Shanghai World Expo 2010, this study was conducted by TNS in 29 countries across 6 continents, including the North America, Latin America, Europe, Eastern Europe, Middle East and Africa, North Asia and South Asia to represent a truly global perspective.
This is an unprecedented joint research programme that has been carried out among the HK4As’ BIG FOUR networks: Omnicom, WPP, Interpublic and Publicis whereby a total of 490 brand experts who are leaders in the advertising field were interviewed.
A summary of the findings
The general consensus is that there is high potential for Chinese brands to succeed outside of China and be considered on par with or above their international competitors.
The main strength of Chinese Brands was in its good value ; 50% of Brand Experts perceive Chinese Brands to have Good Value while 25% perceive Chinese Brands to be Innovative.
With a relative cost advantage, this ‘value for money’ proposition resonates well with consumers particularly in the Middle East & Africa region. However, in other markets the low price often equated with low quality, which the study found to be the major barrier against purchasing Chinese Brands.
If Chinese brands continue to leverage on their Good Value proposition and at the same time put in greater effort to improve on key issues such as quality and safety, the next 5 years may prove to be a pivotal turning point for them in becoming global leaders, particularly in Technology and Automotive categories.
51% of respondents cited quality as the single biggest barrier to purchase followed by concerns over safety for 20% of respondents.
The full research findings was presented on 16th September 2010 at the “Creative HK - Branding China” Forum, organised jointly by the HK4As and the Hong Kong Trade Development Council (HKTDC), in Shanghai. The Forum is an official “Hong Kong SAR Programme for Expo 2010 Shanghai”.
Full report and presentation are now available for download from the right column.
TNS Video 
