Traditional brands still proving popular
Print Edition
TWO thirds of people in a survey said they favored traditional Chinese brands for nostalgic reasons.
About 67.6 percent of interviewees said sentiment influenced their purchases, according to the survey of 2,005 people published in yesterday’s China Youth Daily.
Up to 72 percent bought products because they were known for their quality, while around 60 percent said they did so because they were affordable.
Ma Donglai, 38, a university lecturer in north China’s Hebei Province, said he trusted old brands.
These included beverage brand Jianlibao, bicycle brands Flying Pigeon and Forever, cosmetics brand Pechoin and shoe brand Warrior.
“Using such products evokes feelings of nostalgia and are a way to ensure cultural inheritance,” said Ma.
Yang Ping, an employee of a communications firm in Shanghai, said: “I buy stuff based on the price-to-performance ratio and will not buy something just because it is an old brand.”
Yang suggested two examples — Japan’s Uniqlo and Sweden’s IKEA, both old brands but which cater for targeted customers and keep abreast of the times.
In the survey, 55.1 percent of people said some old Chinese brands had been replaced by new products. The other two main reasons behind the disappearance of old brands, they said, were outmoded ideas and poor management.
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