Consumers want to buy domestic, but aren’t fully convinced about quality消费者想要购买国内，但并不完全信服的质量

By William J. McEwen由威廉mcewen

Product safety has been a well-publicized topic of consumer unease in the United States and elsewhere, with some recent high-profile recalls involving toys made in China. 产品的安全一直是广泛宣传，专题消费者的不安，在美国和其他地方，与最近的一些高知名度的回顾，涉及玩具在中国制造。 But product quality and freedom-from-defects aren’t considerations for China just in regard to its exports. 但产品质量和自由-从缺陷是没有考虑中国只是在就其出口。 Quality is also a vital issue for Chinese companies seeking to market to increasingly savvy domestic consumers. 质量也是一个重要的问题为中国企业谋求市场日益精明的国内消费者。

Today’s Chinese consumers typically have a variety of brands from which they can choose, whether they’re looking for a microwave oven or a mobile phone.今天的中国消费者通常有各种品牌，从他们可以选择，无论他们正在寻找一个微波炉或一部手提电话。 And, when it comes to manufactured goods, there are competing brands — both foreign and domestic.和，当谈到制造品，有竞争的品牌-无论是外国和国内。 As a result, product availability isn’t the overriding factor that determines what Chinese consumers will buy.因此，产品的供货情况不是首要因素，决定了什么，中国消费者将购买。

Product quality, both real and perceived, is a crucial consideration for any consumer, regardless of whether they’re living in Beijing or Boston.产品质量，包括不动产和知觉，是一个至关重要的考虑，任何消费者，不论他们生活在北京或波士顿。 Confidence in a company’s commitment to keep its promises is, as Gallup’s research has shown, the bedrock foundation for an enduring, profitable, “engaged” customer relationship.信心在一间公司的承诺，恪守承诺是，正如盖洛普的研究表明，基岩基础的一项长期的，有利可图“ ，从事”与客户的关系。 Buyers won’t keep buying if a company breaks its promises.买家将不会继续购买，如果一家公司打破自己的诺言。

Gallup Polls in China include questions that speak directly to these issues, and serve to underscore both the challenge and the opportunity that confronts Chinese companies seeking to sell their goods at home.盖洛普民意调查，包括中国问题发言，直接向这些问题，和服务要强调双方的挑战和机遇，面临中国公司寻求出售自己的商品在家里。

Two Gallup questions address potential buyers’ desires and preferences, asking consumers what they would ideally like to do.二盖洛普的问题，解决潜在的买家'的愿望和偏好，消费者有什么要求，他们将理想喜欢做。 And here the answer is quite clear: Chinese consumers would prefer to buy Chinese-made products.在这里，答案是很明确：中国的消费者会选择购买中国制造的产品。 And this preference became even more pronounced between 2004 and 2006.与此偏好变得更加突出， 2004年至2006年。 (As an important caveat, these data were collected before the high-profile food and product recalls in 2007) （作为一个重要的条件，这些数据被收集之前，高知名度的食品和产品召回在2007年）

Chinese consumers would love to support Chinese brands … all other things being equal.中国消费者喜欢，支持中国品牌…所有其他事情都是一样的。 But that’s not always the case.但是，这并非总是如此。 A desire to support local brands and local industries is only one part of the consumer’s buying equation and, as any number of Detroit automakers might attest, this desire doesn’t always translate into a buyer’s actual behavior.的愿望，支持本土品牌和本地产业只是其中一部分消费者的购买方程，并作为任何数目的底特律汽车制造商可能会证明，这一愿望并不总是转化为买方的实际行为。 Chinese companies must also consider the Chinese consumer’s perception of product quality and performance reliability.中国公司也必须考虑到中国消费者的看法，产品质量和性能可靠性。

Addressing the Quality Imperative解决质量势在必行

Gallup’s China survey includes a question that taps into prospective buyers’ quality perceptions, images that are critically relevant in a competitive world that offers attractive and available alternatives.盖洛普的调查，包括中国问题的水龙头到准买家的素质的看法，图像是批判地有关在一个竞争的世界，提供有吸引力的和现有替代品。 Importantly, and certainly good news for Chinese companies, there was a noteworthy decline between 2004 and 2006 in the degree to which the Chinese rate the quality of their country’s manufactured products as “poor” or “only fair.”重要的，当然是好消息，中国公司，有一个值得注意的下降， 2004年至2006年在何种程度上，中国利率的质量他们国家的制成品为“穷人”或“只有公平的” 。

However, China’s domestically produced goods are not yet acclaimed as “excellent,” and about one in four Chinese consumers remains at least somewhat skeptical about the quality of what their country’s manufacturers produce.但是，中国的国内生产的货物尚未被誉为“优秀” ，约一在四，中国消费者仍然至少有点持怀疑态度的质量有什么自己国家的制造商生产。 The percentage who feel China’s product quality is high (excellent (7%) or very good (21%)) is about equal to the percentage who feel it is low (poor (3%) or only fair (24%)).百分比谁觉得中国的产品质量是高（优秀（ 7 ％ ）或非常好（ 21 ％ ） ）是关于平等，以百分比谁觉得它是低（差（ 3 ％ ）或唯一公平（ 24 ％ ） ） 。 Of concern, looking at the vital and attractive urban consumer market, a third (34%) of these prospective buyers rate Chinese-made products as low in quality and only 1 in 20 (5%) deems them to be “excellent.”关注的问题，研究的重要和有吸引力的城市消费市场，第三个（ 34 ％ ） ，这些准买家率中国制造的产品为低，在质量和中只有1 20 （ 5 ％ ）认为他们是“优秀” 。

The quality of products made in some other countries, while far less familiar to Chinese consumers, is about as likely to be seen as “excellent/very good” and, worthy of note, much less likely to be rated as “fair/poor.” Thus, they represent competitive options with relatively little negative product-quality-image baggage to overcome.产品的质量，取得了在其他一些国家，虽然远不及熟悉中国消费者，是因为可能会被视为“优秀/很好” ，值得注意的，更遑论有可能被评为“公平/穷人。 “因此，他们所代表的竞争力，选择与相对较少的负面产品质量形象的行李，以克服。

Of course, it’s important to remember that domestic Chinese manufacturers typically enjoy a key economic, cost-of-production advantage over foreign companies.当然，更重要的要记住，中国国内制造商通常享有的一个关键的经济，成本的生产优势的外国公司。 This pricing advantage has real relevance to Chinese buyers who may be increasingly hard-pressed to match their dreams with their incomes.这个定价的优势，已真正相关的中国买家谁可能会越来越难压，以配合他们的梦想与他们的收入。 In addition, far fewer consumers now have major doubts as to the quality of made-in-China durables.此外，少得多现在消费者有重大的疑虑，以质量，取得了-在中国的耐用消费品。 But it’s also clear that Chinese companies cannot simply rely on the Chinese consumer’s desire to support local industries.但它也明确表示，中国的公司，不能简单地依赖于中国消费者的愿望，支持本地工业。 In the increasingly competitive marketing environment that now exists in China, Chinese manufacturers must continue to elevate their game.在竞争日益激烈的市场环境，现在存在于中国，中国的制造商必须继续提升他们的游戏。 This has implications for manufacturing quality control, as well as for customer service, consumer communications, and brand marketing.这影响的制造质量控制，以及为客户服务，消费者沟通，品牌营销。

Survey Methods调查方法

Results are based on face-to-face interviews with more than 3,500 adults per year in China, aged 18 and older, conducted in 2004 and 2006.结果是基于面对面的采访，与3500多成年人每年在中国，年满十八岁的和老年人，进行了在2004年和2006年。 For results based on the total sample of national adults, one can say with 95% confidence that the maximum margin of sampling error is ±2 percentage points.对于结果的基础上，总样本国家的成年人，一可以肯定地说， 95 ％的信心，最高幅度，抽样误差是± 2个百分点。 In addition to sampling error, question wording and practical difficulties in conducting surveys can introduce error or bias into the findings of public opinion polls.在除了抽样误差，问题的措辞和实际困难进行调查，可以引入错误或偏差的结果，民意调查。

Dr. William J. McEwen is Global Practice Leader, Brand Management for 博士威廉mcewen是全球性的做法，领导人，品牌管理 Gallup 盖洛普 . Gallup is a renowned global management consulting firm with over 40 offices around the world including offices in Beijing, Shanghai, Hong Kong, and Guangzhou. 。盖洛普公司是全球著名管理咨询公司与超过40处世界各地的办事处，包括在北京，上海，香港和广州。