Under the epidemic situation, the manufacturing industry in many parts of the world has stagnated, while the domestic supply chain has recovered rapidly, and many national brands are accelerating to go overseas through cross-border e-commerce and foreign trade channels.
In the cross-border e-commerce industry, most brands are just one"Trademark" has not really been recognized by consumers. Recently, Anker has become the world's first digital charging brand, boosting industry confidence. What is the overall trust of Chinese brands overseas? How to enhance global consumers' trust in Chinese brands? On December 1,Ipsos The "China Brand Global Trust Index" released by Ipsos revealed the answer.
Anker has become the world's first digital charging brand, but overseas consumers are still worried about Chinese brands
In the cross-border e-commerce industry, the big seller Anke Innovation is the pioneer. Its business started online and has been launched successivelyAnker, Soundcore, eufy, Nebula and other brands have made outstanding achievements in the fields of AIoT, smart home and smart acoustics, and have become one of the largest global consumer electronics brand enterprises in China with the largest revenue.
last yearIn August, Anke, which was founded less than ten years ago, was listed on the A-share GEM, with a market value of more than 80 billion yuan. Last week, Anker announced that it would become the world's first digital charging brand, which is an excellent case of national brand going to sea.
Industry sellersAnker is no stranger. Since 2012, Anker has won the "# 1 Best Seller" on Amazon based platforms, ranking second only to Apple's official sales on Amazon platforms in the United States; In Japan, the Amazon platform ranked No. 1 in the sales volume of single consumer electronics products.
Brand power is not achieved overnight. In the course of Chinese brands going to seaAnker's examples are rare,In contrast,Most overseas brands still face the problem of low trust in overseas markets, and there are many difficulties in market expansion.Previously, Amazon America stoodThe "Seller Information" page displays the name and address of the seller's company, which has caused some sellers to worry about consumers' shopping choices after they know it.
What is the overall trust of Chinese brands in the world? How can Chinese brands gain the trust of global consumers? How to adjust differentiated strategies in different markets? Through the latestThe "China Brand Global Trust Index" can provide us with a new direction.
The global trust index of Chinese brands was released, and the popularity of overseas consumers was improved
With the domestic market gradually becoming saturated and the population bonus growing, more and more Chinese enterprises begin to expand overseas consumer markets and seek new user growth points. How Chinese national enterprises with high reputation and national integrity gain the trust of overseas consumers and grow into world brands has also become a topic of concern for Chinese overseas enterprises.
Recently, inIpsos Ipsos released the Global Trust Index of Ipsos Chinese Brands (GTI) in 2021 at the "Great Future - Ipsos 2021 China Brand Sailing Summit Forum" ®）》。 The report investigated 11000 respondents from 15 countries/regions, covering five key industries and several well-known brands, and conducted in-depth analysis and benchmarking on the recognition, trust, purchase intention, brand competitiveness and other indicators of China's key overseas brands.
Compare the Ipsos China Brand Global Trust Index released in two years（GTI ®）》，In 2021, the overall preference of overseas consumers for Chinese brands will increase slightly, and emerging markets will be more positive, more than half, such as Thailand and Russia32%； Developed markets have improved faster, and Britain, the United States, Germany, and Japan have increased their liking for Chinese brands.
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As for brands in different countries, the global trust index of American, Indian and Chinese brands rose against the trend, and the progress of Chinese brands was particularly obvious.
On the whole, consumers have the highest trust index in European, American and Japanese brands, the Korean brand is in the middle, and the Chinese brand has the lowest trust index; AndCompared with 2019, there is little difference in the overall trust index. Consumers' trust index of American, Japanese, Chinese and Indian brands has increased, and their trust index of German, British and Korean brands has decreased.
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Among them, the trust of Chinese brands in emerging markets is good and needs to be greatly improved in developed markets. Specifically, the Middle East and Southeast Asian countries most trust Chinese brands; In the western market, although the degree of trust in Chinese brands has improved, distrust still accounts for the majority; Japan has the lowest trust in Chinese brands, with a net trust of about-55%, very distrustful of Chinese brands on the whole.
So, how to enhance global consumers' trust in Chinese brands?
First of all, we should continue to make communication to let more consumers know about Chinese brands.
In the reputation pyramid, the development order of users' supportive behaviors is: knowing→ Familiar → Like → Trust. In the process of building a Chinese brand image in the overseas market, first let more people know the brand, then get familiar with what products or services the brand sells, and then let more people like or trust the brand, and gradually move towards the top of the pyramid.
Among them, trust is an important indicator, which is not only an affirmation of the past and current practices of the brand, but also a prediction of future consumer and brand behavior.
In this survey, Ipsos found that the respondents wereUnder the circumstances of "some understanding", "relatively understanding" and "very understanding", the degree of trust in the brand is also different. In general, the more consumers know about Chinese brands, the more they trust them, and the more willing they are to buy Chinese products or services. To win trust, brands should formulate strategies according to the trust needs of different markets, adhere to communication with local consumers through appropriate routes.
Secondly, we need to understand the factors that can best drive overseas consumers' trust in Chinese brands to optimize product marketing and other strategies.Drivers of overseas consumers' trust in Chinese brands include providing high-quality products, doing business fairly, respecting and protecting consumers' privacy, attractive employers, being responsible for the environment, and taking social responsibility15 indicators.
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At the same time, brands need to recognize the similarities and differences in winning the trust of consumers in emerging markets and developed countries, and focus on meeting local demands.
Among the main elements of trust, both developed and emerging markets value high quality, privacy protection and social responsibility. In addition, the former also pays more attention to being responsible for the environment, paying attention to society and employees, and integrating Chinese brands with local culture; The latter also pays more attention to the fairness of the way of doing business, whether they are currently using the brand and whether the brand carries out socially responsible business.
After understanding the differences of trust factors in different markets, the brand will determine effective communication strategies according to local conditions.
There are many internal links between trust drivers. Take developed markets as an example, brandIn addition to being directly related to "attractive employers", "providing high-quality products and services" is also related to "doing business in a fair and ethical way". The brand side needs to clarify its relationship and find a more effective communication path according to its positioning and needs, so as to improve the trust of overseas consumers in Chinese brands.
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comparisonIn 2019, the image of Chinese brands has improved, but there is still a long way to go to win more trust from overseas consumers.
In addition to the global trust index of Chinese brands, Ipsos also focuses on the Internet, smart devices, smart homes, new energy vehicles and sportswear. Based on this, it will successively release the trust index of different industries, how to improve overseas consumers' trust in Chinese brands in different industries, and the ranking list of overseas trust index of Chinese brands focusing on individuals. Sellers can pay attention in advance.
Now click“entrance”, you can download Ipsos China Brand Global Trust Index (GTI ®）》 report