China market: Local TV vendors have brand advantage over international competitors, says Avanti
Julian Ho, Taipei; Alex Wolfgram, DIGITIMES [Monday 5 January 2015]
Despite Samsung Electronics and LG Electronics expected to hold a 40% global market share during 2015, within the China market local TV brands such as Changhong, TCL and Hisense still possess an absolute geographical advantage in terms of brand image and visibility, according to Avanti.
Within China's top six vendors, Changhong and TCL currently rank as the top two among China consumer's brand awareness at 47% and 46%, respectively. Hisense and Haier share third place at 37%, the research firm said. In terms of international brands, Samsung fares the best, with 36%, leading far ahead of other international brands. On the other hand, when brand names are prompted and mentioned, the brand visibility of China's six major brands are all over 70%, while Samsung is the only international brand that reaches 71% of brand visibility.
It is notable that even though the local China brands are more familiar among the Chinese consumers, international brands such as Samsung, Sony and Sharp are all having higher ratings than the local China brands in terms of brand loyalty, satisfaction rate, attractiveness, assessment and willingness to recommend the brand, the firm added. The result has reflected the fact that international TV brands are currently superior to the China brands on competitiveness factors, including product quality, exterior design, brand awareness and service after purchase.
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