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美网民评论:中国消费者不再迷信美国货,对苹果和特斯拉是坏消息

Chinese consumers don't idealize American products the way they used to - and that’s bad news for Apple and Tesla

中国消费者不再崇拜美国产品——这对苹果、特斯拉来说是坏消息

Harrison Jacobs

Business InsiderMay 10, 2018

For decades, Chinese consumers have prized foreign brands, thinking that products made by American or European companies indicated higher quality than domestic. Increasingly, that's no longer the case.

几十年来,中国消费者一直看好洋品牌,认为美国或欧洲公司生产的产品质量高于国内品牌。现在情况有所改变了。

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Chinese people born before 1985 have a "mindset that foreign brands are better" than Chinese ones, billionaire William Li told Business Insider during a recent interview at the 2018 Beijing Auto Show. But for those who were born after 1985, the mindset is different.

2018北京车展上,中国亿万富豪李斌接受《商业内幕》采访时表示,1985年以前出生的中国人认为“洋品牌比中国品牌好”。但是对于那些1985年后出生的人,他们的心态是不同的。

"When I first went to the United Kingdom in 1997, I thought that the difference between China and Europe was quite significant," Li said. "But for those born in the 1990s, when they visit Europe or the US, they do not think there is a significant different."

他说:“1997年,我第一次去英国时,我认为中欧之间的差异是非常显著。但90后去欧洲或美国,他们并不认为差距明显”

Li is the founder of electric car startup Nio, which is counting on that trend to help it compete with Tesla.

李斌是蔚来电动车的创始人,该公司正指望这一趋势帮助它与特斯拉竞争。

The change in perception among Chinese consumers is showing up in numerous markets in China previously dominated by western companies. A study by Credit Suisse released in March found that young Chinese consumers are increasingly showing a "domestic brand bias."

中国消费者的观念发生了变化,此前中国市场是由西方企业主导的。瑞士信贷3月份发布的一项研究发现,中国年轻的消费者正越来越“偏好国内品牌”。

More than 90% of young Chinese consumers would prefer to buy domestic home appliance brands, according to the study. Meanwhile, domestic companies producing food, beverages, or personal care products increased their share of the market by 3.3% over the last decade to nearly 70%, according to Nielsen.

研究显示,90%以上的中国年轻消费者更愿意购买国产家电品牌。与此同时,尼尔森数据显示,过去10年里,国内生产食品、饮料或个人护理产品的公司在市场上的份额增加了3.3%,达到了近70%。

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“Chinese consumers, especially the younger generation, don’t just believe the notion that foreign brands are better. Right now, Chinese consumers think China is good and ‘Made in China’ is not bad at all," Charlie Chen, head of China consumer research at Credit Suisse, told South China Morning Post in March.

中国消费者,尤其是年轻一代,不再只认为洋品牌更好。瑞信中国消费者研究部门负责人陈查理今年3月接受《南华早报》采访时表示:“现在,中国消费者认为中国很好,‘中国制造’也不赖。”

The Chinese smartphone market is dominated by domestic companies — Huawei, Oppo, Vivo, and Xiaomi. Apple is the only foreign brand in the top five, but it has lost significant ground to the domestic brands in recent years.

中国智能手机市场由国产品牌主导——华为、Oppo、Vivo和小米。在前五名中,苹果是唯一的洋品牌,但近年来,它失去了重要地位。

Apple's market share is believed to be down to 37% from a 2015 high of 54%.

据信,苹果的市场份额从2015年的54%下降至37%。

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