The Importance of Brands in Technology - China - October 2014
“Chinese consumers are very open to technology, and they are willing to invest in technology products and services. The high proportion of consumer expenditure in technology and communications shows Chinese consumers are very engaged in technology. There is lucrative market potential for all technology brands and that is why both international and domestic companies are well presented in the market.
Despite similar levels of awareness, international and domestic brands are clearly separated in terms of how consumers perceive them. While international brands are genuinely seen as more reputable, domestic brands are considered as more relevant and more affordable. For long-term sustainability and competitiveness, domestic brands should continuously invest in brand building and international brands should dive deeper to understand Chinese consumers’ unique needs and preference.
Brand is a way for consumers to show their lifestyle aspirations, and this is very evident in technology. Brand makes an even stronger impact among people with more income.”
– Can Huang, Senior Research Analyst
This report answers the following key questions:
- How do domestic technology brands fare against international brands?
- Are Chinese consumers loyal to brands in the technology world?
- How far can technology brands stretch across categories?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
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