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Product quality and brand strength wins business in the Chinese market

Can you prove product quality and superiority?

Price aside, product quality is by far the most important thing Chinese businesses look for in potential business partners – nearly 4:1 more important than the next most important quality (which happens to be Strength of Brand).

As learned through a recent China Prime marketing research report, all other categories fell short. Product quality is rated as most important (at 60 percent), followed, as mentioned above, by Strength of Brand was (15.2 percent), Industry Experience (11.2 percent), Professionalism (10.3 percent), Personal Connection (2.5 percent), and Other (0.8 percent). Although interpersonal elements (personal connection, professionalism, and even strength of brand) are of importance, product quality is of notably higher importance in the Chinese market.

If you’re selling – or trying to partner with – Chinese business to Presidents and CEOs, then you’d better hone your brand image as well.

B2B oriented businesses are slightly more likely (61.9 percent) than B2C companies (53.8 percent) to indicate that product quality is most important in the evaluation of potential vendors, it remains the most important factor across segments and titles.

Overall, strength of brand is of greater importance to Presidents and CEOs (20.6 percent) than of Managers (15.5 percent), Legal Representatives (13.4 percent), and Vice Presidents (8.8 percent). Companies with a B2C focus report that strength of brand is of greater importance (24.7 percent) than those companies with a B2B focus (12.9 percent).

For B2B firms, the importance of brand strength is much lower (12.9 percent) than for consumer facing firms (24.7 percent). Interestingly, industry experience (11.2 percent) professionalism (10.3 percent), and personal connection (“guanxi”) rated significantly lower across all segments and titles.

Questions for your organization to ask:

  • Can you claim – and prove – product quality and industry expertise?
  • Can you present your company in a way that supports these key points? Professionally, with a strong brand?

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