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China’s young consumers are snubbing foreign brands amid growing national pride, says Credit Suisse

瑞士信贷称:随着中国年轻消费者民族自豪感的提升,外国品牌正在受到冷落。



China is seeing the emergence of a generation of consumers who are more likely to opt for home-made brands, spurred by a growing sense of national pride, according to a survey by Credit Suisse.

瑞士信贷的一项调查表明,中国新一代消费者正在浮现,受到日益提升的民族自豪感的驱动,他们更倾向于选择国产品牌。

The old adage that foreign brands are superior no longer holds true for young Chinese shoppers, who are increasingly showing a “domestic brand bias” amid “a degree of nationalism” in the world’s biggest consumer market, the study found.

研究发现,在中国这个全球最大的消费市场,越来越多的中国年轻人不再抱有外国品牌更优越的旧观念,他们表现出“对国内品牌的偏爱”,这种偏爱带有“一定程度的民族主义”。



“Chinese consumers, especially the younger generation, don’t just believe the notion that foreign brands are better. Right now, Chinese consumers think China is good and ‘Made in China’ is not bad at all.”

“中国的消费者,尤其是年轻一代消费者,并不那么相信外国品牌更好的见解。现在中国消费者认为中国很好,中国制造一点也不赖。”

Chen believes the trend is partly attributable to a push by the authorities to encourage residents to feel more attached to the Chinese culture, including the opening of more Confucianism institutes, while another factor is likely to be the growing influence of Chinese companies on the global stage.

陈认为这一潮流应部分归功于当局大力推动鼓励国民更多的亲近中国文化,包括开办更多的孔子学院,另一个因素很可能是中国公司在全球舞台上日益增长的影响力。

“Like it or not, China is becoming a major power globally, which makes the younger generation feel more proud to be Chinese,” he said at a press conference on Wednesday when the report was released.

“无论你喜不喜欢,中国都正在成为全球大国,这让年青一代为中国人的身份更加的自豪,”他在周三这份报告发布时的新闻发布会上这样说。



Credit Suisse’s study was based on 14,000 face-to-face interviews with consumers in emerging economies including China, India, Mexico, Russia and Brazil.

瑞士信贷的研究是根据对来自中国、印度、墨西哥、俄罗斯和巴西等新兴经济体14000名消费者的当面采访做出的。