FOCUS: Greater China - Mainland consumers facing identity paradox - Conflicting demands of individualism vs conformity

<p>Modern Chinese consumers are experiencing a paradox in attempting </p><p>to express lifestyle values within the conflicting demands of </p><p>individualism and conformity. </p><p><BR><BR> </p><p>Effective branding campaigns, therefore, play a crucial role in </p><p>resolving this identity dilemma for Chinese consumers, according to Grey </p><p>strategic planning director Colin Bates. </p><p><BR><BR> </p><p>The agency's proprietary consumer study, ChinaBase 2000, found that 63 </p><p>per cent of city dwellers said Chinese values would shape the world in </p><p>the future. </p><p><BR><BR> </p><p>However, 90 per cent of the respondents also said China has more to </p><p>learn from the West. </p><p><BR><BR> </p><p>The annual consumer study was undertaken in the eastern cities of </p><p>Shanghai, Nanjing and Yangzhou, where Grey interviewed 250 people aged </p><p>15 to 40, on issues such as life goals, advertising preferences, </p><p>computers and Internet access, and brand attitudes. </p><p><BR><BR> </p><p>The study found that 43 per cent of the city consumers have a strong </p><p>sense of uncertainty; 59 per cent are worried about being left behind </p><p>and concerns about the rising costs of housing and healthcare were </p><p>raised by 71 per cent and 84 per cent respectively. </p><p><BR><BR> </p><p>International brands using Chinese faces and Chinese brands with </p><p>international images are vital in winning consumers' hearts, according </p><p>to Mr Bates. </p><p><BR><BR> </p><p>Perception, rather than fact management, is more important in brand </p><p>building in China, where consumers are increasingly influenced yet </p><p>somewhat sceptical about advertising. </p><p><BR><BR> </p><p>About 76 per cent of the respondents cited advertising - preferably with </p><p>local relevance - as the third most important criteria, following </p><p>improved products and popularity, as a leading influence shaping </p><p>perceptions of their favourable brand. </p><p><BR><BR> </p><p>Chinese consumers perceived their favourable brands as "international" </p><p>rather than "Western": 49 per cent of city dwellers preferred global </p><p>brands, 35 per cent voted for Chinese brands and only three per cent for </p><p>Western brands. </p><p><BR><BR> </p><p>Despite growing exposure to Western culture and technology, mainland </p><p>consumers remain faithful to traditional, core Chinese values, while </p><p>occasionally practising with Western values. </p><p><BR><BR> </p><p>Grey's study revealed that 84 per cent of respondents think of </p><p>themselves as modernised Chinese, contrasting with the 18 per cent who </p><p>see themselves "Westernised" Chinese. </p><p><BR><BR> </p><p>"This includes a more individualistic view on life, but not yet a strong </p><p>sense of individualism," explained Mr Bates. </p><p><BR><BR> </p><p>Chinese consumers were more realistic and confident of themselves and </p><p>their nation, said Mr Bates, noting that modern Chinese were </p><p>reinterpreting their values with the expansion of individual values </p><p>drawn on both global and local brands. </p><p><BR><BR> </p><p>With China's entry into the WTO, mainland consumers' confidence in China </p><p>as a nation is growing. </p><p><BR><BR> </p><p>Growth in national identity was also reflected in consumers' brand </p><p>preferences; 52 per cent of Grey's ChinaBase 2000 study respondents said </p><p>their favourite advertisements were those which featured Chinese </p><p>character, talents, location and lifestyle. </p><p><BR><BR> </p>