Shopping report shows domestic fashion brand consciousness still weak

Most consumers are carefree shoppers

Q: Which brands would you prefer when you shop? [Photo/chinadaily.com.cn]

73 percent of respondents said they have no particular preference for brands when they shopped, while 25.9 percent preferred foreign brands and 11.1 percent domestic. The majority of consumers shopped for their needs, and not for the brand. For those who did shop for brands, foreign brands were preferred almost twice as much as domestic ones. At a certain level, the craze of Chinese travelers shopping abroad somewhat echoes this phenomenon. To many, an item that's made in China seems much more attractive when it is sold abroad.

For Li, the data means that for many consumers, the heated competition among domestic brands is still ongoing without any particular outstanding performers. This is good news for many producers, as there are still room for improvement in winning consumers' hearts.