• by Jack Loechner , Staff Writer @mp_research, June 20, 2012

Li-Ning, a Chinese athletic footwear and apparel company founded by Chinese Olympic medal-winning gymnast Li Ning, released a study of over 2,000 American consumers to gain insight into the perceptions and preferences of U.S. consumers when it comes to Chinese products. Findings from the survey show a significant shift in U.S. consumers’ perception of Chinese brands in the past five years, particularly among Millennials and upper income levels.

According to the report, 62% of Americans are more likely to purchase products from Chinese companies today than they were five years ago, and 74% of respondents said their opinion of products manufactured in China has stayed the same or improved in this time.

Among this majority, consumers ages 18 to 25 and those with a household income level of more than $225,000 had the most positive sentiment toward Chinese brands, with 80% of Millennials and 92% of upper income level consumers stating that the quality of products manufactured in China have remained consistent or improved. 

Craig Heisner, VP of Sales, Marketing and Merchandising for Li-Ning, reports that “... we conducted this survey... to assess Americans’ perceptions of Chinese brands... (and) to analyze... demographics and income levels... most receptive to products from Chinese companies...”

Summarizing The Survey Key Findings:

• 92% of Americans are open to purchasing products from Chinese companies
• 62% of Americans are more likely to purchase products from Chinese companies today than 5 years ago
• 74% of respondents said their opinion of products manufactured in China has stayed the same or improved over the past 5 years
• 80% of Millennials and 92% of upper income level consumers stated that the quality of products manufactured in China has remained consistent or improved
• Approximately two-thirds of Americans consider products from Chinese companies to be comparable to other countries
• More than half of U.S. consumers believe that in five years, the best Chinese products will measure up to American products
• Consumers were likely to purchase items ranging from appliances, toys, consumer electronics, as well as footwear and athletic apparel, with a majority preferring to purchase consumer electronics from Chinese companies over any other type of product
• Nearly a quarter of Li-Ning survey respondents were unaware if they’ve purchased a Chinese product before, and the majority was able to recognize Chinese brand names
• The majority of respondents (63.9%) between the ages of 18 and 35 stated that they would like to travel to Asia
• Every survey respondent with a household income of more than $250,000 said they have been to Asia or would like to go in the future

More than half of U.S. consumers believe that, in five years, the best Chinese products will measure up to American products, signaling a growing trend toward U.S. acceptance of Chinese brands. And, the report says that two-thirds of Americans consider products from Chinese companies to be comparable to other countries, further supporting the upswing in trust of Chinese goods.

Survey respondents recognized four out of five Chinese companies across several industries, all of which have strong U.S. counterparts. They are likely to purchase items ranging from appliances, toys, consumer electronics, as well as footwear and athletic apparel, with a majority preferring to purchase consumer electronics from Chinese companies over any other type of product.

From a marketing standpoint, Heisner concludes that Millennials prefer to interact with companies via digital channels, and the more affluent market can be approached through their familiarity with Chinese culture and products.

For additional information, please visit Digital Li-Ning here.