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US consumers now more receptive towards Chinese brands
Jun '12


Over the past five years, there has been a considerable rise in receptiveness for Chinese items, particularly sportswear, inthe US, a latest survey has revealed.
Li-Ning, a leading sportswear brand from China, conducted a survey of more than 2,000 customers in the US to study their readiness for buying Chinese brands.
The survey found that 92 percent of the customers were now likely to purchase Chinese brands.
Around 62 percent of the respondents said the probability of their buying China-made goods has now increased compared to five years ago. 
The positive perceptions are indicative of an improvement in the US customers’ outlook towards Chinese brands, the survey concluded.
About 74 percent of the respondents said their outlook for China-made items has either strengthened or at least remained unchanged during the last five years.
The percentage increased to 80 in the 18-25 age group and touched 92 for respondents having a household income of over US$ 225,000, the study revealed.
Mr. Craig Heisner, Li-Ning's VP for sales, marketing and merchandising, said the increased acceptability of Chinese brands among higher income groups in the US necessitates that they adjust their product-make in accordance with demand from that category of consumers. 
Over 50 percent of the survey sample also indicated that the Chinese brands would be able to deliver same quality as the US brands over the next five years.
Two-thirds of the respondents believe that Chinese brands are already comparable to goods produced in other countries outside the US.

Fibre2fashion News Desk - India

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