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

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

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