Foreign Products Will Struggle in China
There was a recent article in the Financial Times entitled Chinese consumers prefer own products. Basically the article states that a recent survey by McKinsey in China discovered that:
- 53 per cent of the 6,000 respondents said they preferred Chinese brands, up from 46 per cent when the same survey was conducted in 2005
- 11 per cent of consumers said they had a “strong” or “moderate” preference for foreign brands - and nearly half of those people said they would shift to a domestic brand if offered a product of similar quality or price
Interestingly enough, the survey also found that a majority of successful foreign brands in China are mistaken by Chinese consumers to be Chinese brands.
In addition, it was interesting to note that the author of the survey stated that while companies operating in foreign countries have to refresh their brand every three years, in China firms have to refresh their brand every six months. I can only imagine the speed of the product life cycle that CPG firms go through in China, and I am not quite sure how a CPG company can create a cash cow product if the product refresh rate is so fast.
Anyways, while I do not doubt the findings of this survey (and I completely understand the nationalistic pride that Chinese citizens have towards Chinese products), I don’t see how this explains the success of brands like Nike, Puma, and Adidas; especially against fierce competition from Li Ning Co. (which has a logo that looks eerily similar to the Nike Swoosh).
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If this trend towards preferring Chinese brands over foreign brands continue to rise, how will a non-Chinese brand survive in China?




