Europe's shoppers greedy for Chinese electronics

BEIJING - European consumers are happy with Chinese brands of consumer electronics, according to a survey released on Tuesday.

A survey by Google and branding consultancy Millward Brown found 44 percent of European consumers willing to purchase Chinese mobile devices and home appliances, and Internet marketing has the power to change the behavior of European consumers.

Seventy-five percent of respondents said they check product information on their mobile devices when shopping for electronic products in the street, the report says.

"Internet platforms such as search engines, video-sharing websites and social networking sites have emerged as important places for European consumers to collect product information, learn about product features and provide feedback," said Charles Feng, senior account manager at Google.

Chinese companies could raise their Internet profile in a marketing campaign across Europe, with a strong focus on strategies for mobile networks and applications, according to Landy Huang, general manager of Large Customer Sales at Google.

More than 1,000 consumers from Britain, Germany, France, Italy and Spain polled in the survey perceive Chinese consumer electronics as inexpensive.

The report advises Chinese firms to highlight quality, technological and environmental aspects of their products to reshape consumer perception and enhance brand appeal.