New research has revealed Australia’s top brand for Chinese consumers, and the results are… unexpected.
Researchers from Monash University, partnering with Digital Crew, surveyed 9000 Chinese consumers, aged between 24 and 67, in the rising middle-class sector to gauge their perceptions of more than 100 Australian-owned brands, the Australian Financial Review (AFR) reported.
Last year, brands such as A2 Milk and Chemist Warehouse topped dominated the list.
This year, tourism and alcohol reigned supreme.
TFE Hotels’ Adina Apartment Hotels was recognised as the number one Australian brand offering Chinese consumers value for money and quality, followed by Qantas Airways, Mantra Hotels and XXXX.
Other tourism brands making to top 10 included Virgin Australia and Medina Hotels.
The researchers said Chinese consumers voted for Adina because of its “value for money and quality accommodation”.
“Australian brands need to establish their dominance and prevalence over other foreign brands in the world’s largest economy and, in order to be successful in China, Australian brands need a long-term strategy,” Digital Crew co-founder Ophenia Liang said, according to AFR.
“Many facts uncovered in the report are shocking as they thread over a wide disconnect between the way brands are perceived in Australia and the way they are perceived in China.”
The research also revealed Tasmania as Chinese travellers preferred destination, with last year’s favourite, the Gold Coast, falling to seventh place.