Tech Giants in Mainland China 2019 report

Statista Global Consumer Survey


A Statista survey among 2,003 Chinese consumers shows that the tech giants; Alibaba, Baidu, Tencent and the big five U.S. tech giants (Amazon, Apple, Facebook, Google, and Microsoft) have established themselves in the consciousness of the Chinese public with 92% stating they had heard of Alibaba, Baidu and Tencent. Apple (91%) is the most well-known U.S. tech giant followed by Google (87%), Microsoft (86%), Amazon (82%) and lastly Facebook (66%).

When asked for their empathy with each of the brands, Chinese consumers reacted the most positively to Alibaba’s brand (89%). However, the big 5 U.S. tech giants are challenging the homegrown Chinese brands. Microsoft (84%) is the second most positively viewed brand behind Alibaba. Google (78%) and Amazon (76%) were also seen more favorably than Baidu (74%). In addition to this, no U.S. brand is seen more negatively than Baidu (8%).

Alibaba were not just viewed as the most positive brand, but as the industry leader for seven out of eight fields that were measured, especially in “customer service” (53%), followed by: “social responsibility” (43%), “likability” (41%), “usability” (34%), “data protection” (30%), “environmental friendliness” (30%) and “transparency” (29%). Further to this, Alibaba consumers were also much more likely to envisage the brand providing different services in their daily lives, for example bank services (87%), food services (84%) and local public transport (84%).

Apple were viewed by Chinese consumers as industry leaders for “innovation” (38%), as well as having “high quality and standards” (89%) and “stands for status symbols” (75%) as top brand characteristics. Not only this, but they were also joint top with Microsoft in “safe/secure products and services” (84%).

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