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hat do China's consumers want today? What qualities do China's growing body of discriminating shoppers seek in the brands they choose? To better understand the challenges facing companies that want to establish a brand in China, Accenture surveyed more than a thousand Chinese consumers to learn how they decide what to buy. They were asked about six product categories-consumer packaged goods, automotive, high tech, home appliances, apparel, and financial services. Central to their concerns were a brand's trustworthiness, reliability, and quality. But they also cited these factors: the extent to which a brand is consistent with their personal values, the degree to which it is familiar or well-known to them, how well it measures up in terms of exclusivity and style, and the extent to which it is also used by friends. The data about Chinese consumers' expectations translate into seven core lessons for marketers. Three of the lessons offer ways to shape brand image and four suggest how to best communicate the brand message. Shaping the message Lesson 1. Seek to build trust. Chinese consumers rated trustworthiness the single most important factor in choosing a brand. Trustworthiness can be injected into marketing messages in myriad ways, including references to the long life of the company or product, where appropriate, and through the testimonials of trusted sources. Chinese consumers are generally willing to try any brand, regardless of origin, if it is believed to be of high quality. Domestic companies are now seen as leaders in certain industries for producing dependable products, but foreign companies still have an edge on style points, especially with some segments. It also makes sense to incorporate style and fashion into a brand's message-provided quality and trust are part of the mix. Proctor & Gamble's Olay brand projects both quality and a sense of style-facial cream as fashion necessity. Olay is one of the most advertised brands in China, as P&G spent almost $700 million on advertising for the line in 2004. Its TV ads depict Chinese celebrities and models wearing fashionable clothing in glamorous settings. They simultaneously emphasize their products' quality by showing before and after photographs. Projecting quality, glamour and Chinese feminine values has helped Olay capture almost 16 percent of the Chinese skin-care market.[1] Lesson 2. Connect to what Chinese consumers value in a brand. Brand messaging needs to convince Chinese consumers that the brand matches their personal needs. Chinese consumers are very sensitive to the messages conveyed by brands, whether for expensive items like cars or common items like cigarettes.[2] Some consumers use brands to convey social status, equality with others, and upwardly mobile aspirations, while others prefer to