Chicago, IL (PRWEB) June 06, 2012
Li-Ning, a leading athletic footwear and apparel company founded by Chinese Olympic medal-winning gymnast Li Ning, announced today the results of its recent study of U.S. consumer sentiment toward Chinese goods and products. The results, broken down by demographics and income levels, reveal that 92 percent of U.S. consumers are likely to purchase products from Chinese companies.
American Perception of Chinese Brands Compared to Five Years Ago:
Findings showed 62 percent of Americans are more likely to purchase products from Chinese companies today than they were five years ago, and 74 percent of respondents said their opinion of products manufactured in China has stayed the same or improved in this time.
Among this majority, consumers ages 18 to 25 and those with a household income level of more than $225,000 had the most positive sentiment toward Chinese brands, with 80 percent of Millennials and 92 percent of upper income level consumers stating that the quality of products manufactured in China have remained consistent or improved.
“We conducted this survey to not only assess Americans’ perceptions of Chinese brands overall, but to also analyze which demographics and income levels were the most receptive to products from Chinese companies,” said Craig Heisner, VP of Sales, Marketing and Merchandising for Li-Ning. “The openness among Millennials and upper income levels is a key part of our strategy, as it provides an opportunity for us to tap into these markets and tailor our products to fit their needs.”
Projections of U.S. Sentiment toward Chinese Brands over Next Five Years:
More than half of U.S. consumers believe that, in five years, the best Chinese products will measure up to American products, signaling a growing trend toward U.S. acceptance of Chinese brands.
How Do Chinese Brands Measure up to Other Countries?
Li-Ning’s study found that roughly two-thirds of Americans consider products from Chinese companies to be comparable to other countries, further supporting the upswing in trust of Chinese goods. Respondents were likely to purchase items ranging from appliances, toys, consumer electronics, as well as footwear and athletic apparel, with a majority preferring to purchase consumer electronics from Chinese companies over any other type of product.
American Recognition of Chinese Culture and Brands:
Nearly a quarter of Li-Ning survey respondents were unaware if they’ve purchased a Chinese product before, and the majority was able to recognize Chinese brand names. Consumer-facing Chinese brands such as Lenovo and Haier were the most well-known among U.S. consumers.
Other survey findings show that the majority of respondents between the ages of 18 and 35 stated that they would like to travel to Asia. Every survey respondent with a household income of more than $250,000 said they have been to Asia or would like to go in the future.
“The positive perception of Chinese brands among Millennials is a positive indicator that our brand strategy is right on target,” added Heisner. “As digital natives, we know they are more open to our digital only approach and prefer to interact with companies via digital channels. The same opportunity lies with the more affluent market, as the survey results indicate they are more familiar with Chinese culture and products, making them more open to what Li-Ning has to offer.”
About Digital Li-Ning
Digital Li-Ning is a joint venture between Acquity Group, a leading Brand eCommerce and digital marketing company, and Li-Ning, a leading sportswear brand that inspires athletes—body, mind and spirit—and empowers them to stand apart from the ordinary. Digital Li-Ning was formed to introduce the Li-Ning brand to the U.S. market as part of Li-Ning's efforts in exploring overseas market expansion opportunities, and it is managed from Chicago. For more information, please visit http://www.li-ning.com.
Li-Ning is a leading sportswear brand that inspires athletes—body, mind and spirit—to make positive changes and stand apart from the ordinary. Founded by an Olympic gold medalist, Li-Ning brings a fresh, new perspective to sports and fitness by offering products designed with passion, wisdom and innovation. As part of Li-Ning's U.S. expansion, the company has entered into a joint venture with Acquity Group, a leading Brand eCommerce and digital marketing company, to create Digital Li-Ning (http://www.li-ning.com), which will introduce the Li-Ning brand to the U.S.