Perception of foreign brands
Integration of foreign brands in the Chinese culture
As mentioned earlier (in the previous section on Chinese culture and consumption of foreign brand), the Chinese cultural characteristics influence the behavior of Chinese consumers. More precisely, Confucianism (the collective nature, the concept of guanxi, the notion of the face, and the concept of hierarchy) and modern Chinese culture (modernity, youth, success and wealth) exert a positive influence on the perception of foreign brand. Note however that there is a difference in choice between different categories of products (for example between those high symbolic value and products with low symbolic value) and also for different categories of brands (for example, the ostentatious function of the luxury brand promotes the choice of brand).
Segmentation of the Chinese market
In addition to the cultural differences that characterize Chinese consumers, their attitudes and behaviors appear closely related to other factors such as age, sex, education level, the standard of living… indeed, the evolution of the perception of foreign brand in China takes place at a very rapid pace. This can create significant differences between groups of people more or less susceptible to the effects of opening up the country, for example, between cities and rural areas, between generations… For the foreign firm, it is essential to find segments of Chinese consumers who are more sensitive to brands.