中端品牌难以吸引中国消费者

• 出 处: IT时代周刊
• 发表日期: 2012年11期
• 关键词: 美国标准 营销目标 消费习惯 咨询机构 消费品公司 研究集团 轻体 财务官 阿尔斯 西方

6《商业周刊》5月21日如今很多西方的消费品公司正把中国作为潜在的巨大市场,服装品牌Gap和AE美国鹰,以及健康减重咨询机构慧俪轻体都计划把营销目标瞄准人数越来越多的中国中产阶层。但这些雄心勃勃的公司需要注意的是,中国的中产阶层其实并不存在,至少按照美国标准来看是这样。很多分析人士认为,以家庭年收入在6000-15000美元之间为标准,中国中产阶层人数达3.5亿。但是这批中国消费者并没有美国中产阶层那样的消费习惯和消费信心。

6 BusinessWeek May 21 Today, many Western consumer products companies are looking to China as a potentially huge market. Clothing brands Gap and AE American Eagle and Weight Watchers, a health consultancy, are all planning to target more marketing efforts The more middle class in China. But these ambitious companies need to be aware that the Chinese middle class does not really exist, at least according to U.S. standards. Many analysts believe that the annual income of the family in the 6000-15000 US dollars between the standard, the Chinese population of 350 million middle class. However, these Chinese consumers do not have the same spending habits and consumer confidence as the American middle class.