Chinese View of the World

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Chinese View of the World
Ashok Sethi, TNS July 2007
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Emperor Qianlong to King George III in 1793
As your ambassador has seen for himself, we
possess all things. I set no value in objects
strange and ingenious and have no use for your
manufactures
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What has changed?

• Chinese now acknowledge the superiority of
  products made by Germany, the US and even Japan.

Overall Excellent Quality Products Associations
Germany and US the most respected source of
products. Chinese now more modest about produce
from own country.
Based on an online research among 398 Chinese,
aged 18-44 and living in key tier 1 and tier 2
cities of China.
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However still proud of own food and drink

• Chinese food products considered the best in the
  world. Chinese drinks next only to the French.

Good Quality Food Products
Good Quality Alcoholic Drinks
French and American food most admired foreign
foods Italy, US and Russia shares honours with
France on drinks.
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French entice with unmatched fragrance.Good
luxury goods come from France, Italy or US.
Good Quality Luxury Products
Good Quality Perfume
France seen as the source of best fragrances
and luxury goods.
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French allure extends to all personal care
products.
Good Quality Personal Care Products
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Germany is linked with both good quality
automobiles and machinery
Good Quality Automobiles
Good Quality Machinery
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Japan is known for good quality consumer
electronic products, while home country for good
quality home deco products
Good Quality Consumer electronic products
Good Quality Home Deco products
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The U.S. seen to produce the best of both
computer hardware and software in the minds of
Chinese consumers
Good Quality Computer hardware
Good Quality Computer software
US enjoys a unique position in software and
hardware.
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The US is also known for the good quality Hi-tech
products and healthcare products
Good Quality Hi-tech products
Good Quality Healthcare Products
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France leads in good quality garment products
while China follows closely after
Good Quality Garments products
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Overall impression of productsUS and Germany on
top. Germany beats US on products with good
craftsmanship, detailing and value for money,
while US leads on technology, innovation and
modernity
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Fashion TrendsUS seen as the clear leader
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Arts, Science and SportsUS dominates
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Environment and CulturePoor perception of all
countries on pollution
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Overall feelingsChinese aspire to work in the
US, but retire in their own country
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Perception of ResidentsThe British seen as the
most educated and cultured
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Final impressionUS clearly seen as an economic
powerhouse and a world leader
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Country Perceptions among the Chinese
Dim1 (44.3 variance explained)
Dim2 (21.4 variance explained)
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Country Perceptions among the Chinese
Dim1 (36.3 variance explained)
Dim2 (23.3 variance explained)
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