[導(dǎo)讀]BEC閱讀輔導(dǎo)：麥肯錫調(diào)查-中國消費者青睞本土品牌
麥肯錫公司(McKinsey)一項調(diào)查顯示，多數(shù)中國消費者表示，相對于外國貨，他們更信任本土品牌。對于跨國公司而言，此項調(diào)查等于是一個明顯的警告，提醒它們在日漸繁榮的中國市場，存在著民族主義情緒。
Most Chinese consumers say they trust domestic brands more than foreign ones, according to a McKinsey survey that amounts to a stark warning for multinational companies about nationalist sentiment in China’s booming market.
盡管今年中國產(chǎn)品安全問題在歐美國家引發(fā)爭議，但該項調(diào)查仍然顯示，中國消費者對本土產(chǎn)品質(zhì)量越來越有信心。
In spite of the furore this year in the US and Europe about the safety of China-made goods, the survey also shows that Chinese consumers are increasingly confident about the quality of products made in their country.
麥肯錫大中華地區(qū)總裁高安德(Andrew Grant)表示，上述調(diào)查結(jié)果表明，那些試圖強調(diào)其產(chǎn)品來自海外某一特定國家的跨國公司，在中國市場上可能會遇到難題。
Andrew Grant, head of McKinsey’s China practice, said the results indicated that multinationals that sought to make a virtue of the fact that their products come from a specific foreign country could struggle in the Chinese market.
調(diào)查結(jié)果顯示，6000名受訪者中，53%的人表示更青睞中國品牌，而在2005年同樣的調(diào)查中，這一比例為46%。
According to the survey results, 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.
麥肯錫在許多國家也進行類似的調(diào)查，該公司表示，(受訪者)觀點在如此短的時間內(nèi)發(fā)生如此巨大的變化，很不尋常。
McKinsey, which conducts similar surveys in a number of countries, said this was an unusually large change in sentiment for such a short period of time.
只有11%的消費者表示，他們對國外品牌有“強烈”或“適度”的偏好——而在這些人中，又有近半數(shù)的人表示，如果質(zhì)量或價格相當(dāng)，他們會轉(zhuǎn)而選擇本土品牌。
Only 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.
外國品牌支持度相當(dāng)或超過國內(nèi)品牌的領(lǐng)域，只有消費電子產(chǎn)品和汽車行業(yè)。不過，在汽車行業(yè)，中國品牌的受歡迎程度正迅速竄升。
The only sectors where support for foreign brands matched or exceeded domestic products was in consumer electronics and cars – although in the latter category Chinese brands are rapidly becoming more popular.
對于跨國公司而言，好消息在于，人們對一些產(chǎn)品國別屬性的認知相當(dāng)混亂。許多中國消費者認為，跨國公司生產(chǎn)的一些品牌實際上是國產(chǎn)的。 The good news for multinationals is that there is considerable confusion about the national identity of some products, with many Chinese consumers believing that brands produced by multinationals are actually home-grown.
以兩種知名的美國牙膏品牌為例，80%以上的受訪者認為它們是中國產(chǎn)品。
In the case of two well-known US toothpaste brands, for instance, more than 80 per cent of respondents said they thought they were Chinese.
麥肯錫表示，在向中國市場推出新產(chǎn)品時，跨國公司還需要更加積極主動。
McKinsey said companies also needed to be more aggressive in introducing new products to the Chinese market.
麥肯錫公司(McKinsey)一項調(diào)查顯示，多數(shù)中國消費者表示，相對于外國貨，他們更信任本土品牌。對于跨國公司而言，此項調(diào)查等于是一個明顯的警告，提醒它們在日漸繁榮的中國市場，存在著民族主義情緒。
Most Chinese consumers say they trust domestic brands more than foreign ones, according to a McKinsey survey that amounts to a stark warning for multinational companies about nationalist sentiment in China’s booming market.
盡管今年中國產(chǎn)品安全問題在歐美國家引發(fā)爭議，但該項調(diào)查仍然顯示，中國消費者對本土產(chǎn)品質(zhì)量越來越有信心。
In spite of the furore this year in the US and Europe about the safety of China-made goods, the survey also shows that Chinese consumers are increasingly confident about the quality of products made in their country.
麥肯錫大中華地區(qū)總裁高安德(Andrew Grant)表示，上述調(diào)查結(jié)果表明，那些試圖強調(diào)其產(chǎn)品來自海外某一特定國家的跨國公司，在中國市場上可能會遇到難題。
Andrew Grant, head of McKinsey’s China practice, said the results indicated that multinationals that sought to make a virtue of the fact that their products come from a specific foreign country could struggle in the Chinese market.
調(diào)查結(jié)果顯示，6000名受訪者中，53%的人表示更青睞中國品牌，而在2005年同樣的調(diào)查中，這一比例為46%。
According to the survey results, 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.
麥肯錫在許多國家也進行類似的調(diào)查，該公司表示，(受訪者)觀點在如此短的時間內(nèi)發(fā)生如此巨大的變化，很不尋常。
McKinsey, which conducts similar surveys in a number of countries, said this was an unusually large change in sentiment for such a short period of time.
只有11%的消費者表示，他們對國外品牌有“強烈”或“適度”的偏好——而在這些人中，又有近半數(shù)的人表示，如果質(zhì)量或價格相當(dāng)，他們會轉(zhuǎn)而選擇本土品牌。
Only 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.
外國品牌支持度相當(dāng)或超過國內(nèi)品牌的領(lǐng)域，只有消費電子產(chǎn)品和汽車行業(yè)。不過，在汽車行業(yè)，中國品牌的受歡迎程度正迅速竄升。
The only sectors where support for foreign brands matched or exceeded domestic products was in consumer electronics and cars – although in the latter category Chinese brands are rapidly becoming more popular.
對于跨國公司而言，好消息在于，人們對一些產(chǎn)品國別屬性的認知相當(dāng)混亂。許多中國消費者認為，跨國公司生產(chǎn)的一些品牌實際上是國產(chǎn)的。 The good news for multinationals is that there is considerable confusion about the national identity of some products, with many Chinese consumers believing that brands produced by multinationals are actually home-grown.
以兩種知名的美國牙膏品牌為例，80%以上的受訪者認為它們是中國產(chǎn)品。
In the case of two well-known US toothpaste brands, for instance, more than 80 per cent of respondents said they thought they were Chinese.
麥肯錫表示，在向中國市場推出新產(chǎn)品時，跨國公司還需要更加積極主動。
McKinsey said companies also needed to be more aggressive in introducing new products to the Chinese market.