In October 11th, the brand rating agency Chnbrand issued the Chinese customer satisfaction index of China kitchen market in 2017, the C-CSI index, which was highly concerned by the industry. Among them, there are two interesting phenomena: from the point of C-CSI’s first place’s brand attribution, China’s brand accounts for 60%, which has increased significantly over the past year.
The C-CSI score is based on survey data of the amount of consumer questionnaire 35 city, is different from the traditional C-CSI by satisfaction model, overall satisfaction, satisfaction and loyalty factor three part scores, which introduced loyalty, increase the predictability of future consumer behavior. The C-CSI score of the year was 71.3 points, 1.5 points down from last year, which was the result of a 5 percentage point reduction in loyalty relative to last year.
But the survey involved 145 categories, China brands accounted for 60% of the top spot, the other 40% international brands, brands are the United States 23 seats, 19 seats for the brand in Europe, Japan and South Korea brand 15 seats.
From the view of industry distribution, the satisfaction of the three industries of fast, durable and service is close. Household durable goods, especially kitchen appliances (kitchen, water purifier, electric oven, microwave oven) and information communication products (mobile phone, laptop computer) consumers get higher evaluation, among them, the whole kitchen was quite unexpected and A new force suddenly rises., intermediary, training, after the car market and the mother the public service category has been criticized, lower C-CSI score.
The whole kitchen is the kitchen cabinets, lampblack machine, gas cooker, disinfection cabinet, refrigerator, dishwasher, microwave oven, electric oven and all kinds of accessories, all kinds of basins, the drawer pull the basket, garbage crusher and kitchen utensils and kitchen appliances system collocation and into a new form of kitchen. Using the “system collocation” to realize the overall configuration of the kitchen space, the overall design, the overall construction and decoration.
The whole kitchen can be in accordance with the principle of family members of the height, color preference, culture, cooking habits and kitchen space structure and lighting combined with human engineering, ergonomics, engineering materials and decorative art design is scientific and reasonable, and the harmony of science and art in the kitchen was reflected in the unity of the whole, most incisive, has healthy, safe and comfortable, beautiful and personalized incomparable advantages. The overall kitchen industry in China is becoming more and more mature, and this form is also being pursued by more and more consumers.
In addition, from the announcement of the Chinese customer satisfaction index, the following three trends are worth paying attention to:
Trend 1: consumer upgrades are validated from the user’s perceived end. The complexity of demand makes those brands with more pleasure, health and quality beyond the benefits of traditional products to get higher appreciation.
Trend 2: “big” brand satisfaction is improving, and the relationship between brand power and user feelings is becoming more closely. The intensification of the two links is the result of the further matching of product quality and brand power.
Trend 3: under the premise that the satisfaction expression is basically unchanged, the consumer’s willingness to repurchase is reduced. However, the study found that the current repurchase intention is a major component of inertia, which does not represent the complete connotation of brand loyalty. In the process of information technology, with the increase of choice and the decline of conversion cost, the decline of customary loyalty is inevitable and reasonable, and there is still a downside space in the future.
But this does not mean that brand loyalty has become an indicator that does not adapt to today’s competitive ecology. Because whether it is for consumers or brand owners, the necessity of developing deep-seated brand links still exists. At the present stage, the foundation of brand loyalty is facing structural adjustment. The common taste, the recognized value, the shared label, will be the foundation of the new brand loyalty.
China customer satisfaction index (China Customer Satisfaction Index, referred to as C-CSI) is the first full Chinese category of customer satisfaction evaluation system implemented by Chinese leading brands and brand consultancy Chnbrand rating, launched in 2015, and won the Ministry of industry and information technology, brand policy to support special funds. C-CSI is a basic reference index for measuring and managing customer satisfaction based on the nationwide consumer survey, which represents the overall satisfaction degree of Chinese consumers to the products or services they have used. As a continuous annual survey project, C-CSI has issued the latest survey results to the whole society every year, and has become the Chinese consumer vane.
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