How 'Made In China' Became Cool
A revolution in consumer sentiment has spread across China. “Made in China” no longer inherently means cheap, inferior, and unfashionable. The respectable Chinese brand has emerged, and some have not only caught up with their more established foreign rivals but have actually started to surpass them in China and beyond.
In 2011, 70% of smartphone sales in China were from three foreign brands: Nokia, Samsung, and Apple. At that time, the country’s myriad local electronics manufacturers and nascent domestic brands were thought to be little more than cheap impostors, lacking in quality and simply not carrying the same social-proof and status as the expensive and trendy foreign phones which dominated the market.
“Any self-respecting Chinese consumer wouldn’t be seen dead with a local brand,” Mark Tanner, the director of China Skinny, a Shanghai-based consumer research firm, described the prevailing attitude of this period.
But now, hardly five years later, this has changed.
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