Why China’s youth are choosing domestic brands: they are proud of being Chinese
I refer to the article, “China’s young consumers are snubbing foreign brands amid growing national pride” (March 22).
Due to changes in trends and a recent movement towards more Confucian ways of thinking, younger people in China appear to have a greater affinity for home-grown brands.
The belief that Chinese brands equal or exceed foreign brands in quality is also rising, generating a desire for home-made brands. Young Chinese people have a pride in their country that may not have existed in previous generations, which also is generating a push towards the desire to buy Chinese-made products.
The Chinese market is also seeing a rise in buyer confidence. “Made in China” was once seen as indicating cheap and low-quality products: this no longer holds true.
The current generation believes that foreign products aren’t always superior, and tend to choose Chinese brands for home appliances, mobile phones and so on.
This dynamic in the market has boosted investor interest in the Chinese market, which directly caused the stock prices of traditional brands such as Anta and Li-ning to soar.
The influence of Chinese companies on the global stage is growing. All this is making the younger generations tend to support local brands, as a hallmark of being Chinese.
Chaoyi Lyu, Mong Kok