From linkedin: ARTICLE START Bubs Ranks No.1 Australian Health &...

From linkedin:

ARTICLE START

Bubs Ranks No.1 Australian Health & Baby Brand in China
Published on March 16, 2018
Author: Michael Klaehn

What Chinese consumers really think about Australian brands.
A new report, conducted by Monash University Business School in conjunction with Alibaba and Digital Crew, reveals the ‘Top Eight Attributes' that will make your brand attractive to Chinese buyers.
Eight lucky Attributes indeed. According to the latest Department of Foreign Affairs and Trade figures, China is Australia's largest two-way trading partner in goods and services, our largest export market ($93 billion in 2016) and our largest source of imports ($62 billion in 2016).
The study, dubbed ‘The ABC Index 2018’ (Australian Brands in China) monitors the health of Australian brands in China, and opens with an insightful foreword by Alibaba Group Managing Director, Maggie Zhou, who notes that Australia already ranks fourth globally as an exporting country across Alibaba’s B2C China marketplaces.
A total of 5,464 Chinese men and women, aged from 18 to 57, were canvassed across the six Chinese regions of Hebei, Beijing, Shanxi, Tianjin, Guangdong and Shanghai, to find out what Chinese consumers are looking for when considering Australian brands.
This is what they discovered.

First and foremost, Chinese consumers look for reliability and professionalism, followed by high-quality brands, trendiness, social responsibility, traditional values, family orientation and a brand’s suitability for everyday use. The research surveyed 70 Australian prominent brands to draw these results.
The Number One brand with the Number One attribute? Bubs.

Bubs was ranked the Number One Australian Health & Baby Brand in China, and was the only infant formula brand to appear in the Top Ten.

Bubs was also ranked in the Top Ten brands voted by women, across all categories, alongside iconic Australian brands like Qantas, Coles & Weet-Bix. It all comes down to the most important brand attribute for the Chinese consumers; Reliability.

Bubs also scored Number One in the category for the most family-oriented brand.

China is a collective society and consumers look to premium quality brands that appeal to their deep rooted family values, such as integrity and honesty. A brand is how your organisation behaves.

Enshrined in our hallowed Brand Guidelines are our Values. We believe in wholesome, healthy food and a positive approach to life. We believe in being thorough and uncompromising, sticking to our ethics no matter what. We believe in 100% transparency, this is ‘clean’ food from a brand you trust.
The danger is, when you work hard to develop a Vision and Values, they can often become part of a dusty document that delivers no appreciable impact on how your customers feel, or whether or not they buy.
When you find ways to enact and enable your Values, it’s what brings consistency to behaviours all along the supply chain, and it’s what engenders trust in your consumers at every level – whether they live here or in China it appears.

ARTICLE END