麦肯锡公司一项调查显示，多数中国买家表示，相对于外国货，他们更信赖当地品牌。对于跨国公司而言，此项调查等于是一个明显的警告，提醒它们在日渐兴盛的国内市场，存在着民族主义情绪。
Most Chinese consumers say they trust domestic brands more than foreign ones, according to a McKinsey survey that amounts to a stark1 warning for multinational2 companies about nationalist sentiment in Chinas booming market.
尽管今年中国商品安全问题在欧美国家引发争议，但该项调查仍然显示，中国买家对当地商品水平愈加有信心。
In spite of the furore this year in the US and Europe about the safety of China-made goods, the survey also shows that Chinese consumers are increasingly confident about the quality of products made in their country.
麦肯锡大中华区域总裁高安德表示，上述调查结果表明，那些试图强调其商品来自国外某一特定国家的跨国公司，在国内市场上或许会遇见难点。
Andrew Grant, head of McKinseys China practice, said the results indicated that multinationals3 that sought to make a virtue4 of the fact that their products come from a specific foreign country could struggle in the Chinese market.
调查结果显示，6000名受访者中，53%的人表示更喜爱中国品牌，而在2005年同样的调查中，这一比率为46%。
According to the survey results, 53 per cent of the 6,000 respondents said they preferred Chinese brands, up from 46 per cent when the same survey was conducted in 2005.
麦肯锡在很多国家也进行类似的调查，该公司表示，（受访者）看法在这样短的时间内发生这样巨大的变化，非常不一般。
McKinsey, which conducts similar surveys in a number of countries, said this was an unusually large change in sentiment for such a short period of time.
只有11%的买家表示，他们对海外品牌有强烈或适度的偏好而在这类人中，又有近半数的人表示，假如水平或价格相当，他们会转而选择当地品牌。
only 11 per cent of consumers said they had a strong or moderate preference for foreign brands and nearly half of those people said they would shift to a domestic brand if offered a product of similar quality or price.
外国品牌支持度相当或超越国内品牌的范围，只有消费电子商品和汽车行业。不过，在汽车行业，中国品牌的受青睐程度正飞速窜升。
The only sectors5 where support for foreign brands matched or exceeded domestic products was in consumer electronics and cars although in the latter category Chinese brands are rapidly becoming more popular.
对于跨国公司而言，好消息在于，大家对一些商品国别属性的认知相当混乱。很多中国买家觉得，跨国公司生产的一些品牌事实上是国产的。 The good news for multinationals is that there is considerable confusion about the national identity of some products, with many Chinese consumers believing that brands produced by multinationals are actually home-grown.
以两种知名的美国牙膏品牌为例，80%以上的受访者觉得它们是中国商品。
In the case of two well-known US toothpaste brands, for instance, more than 80 per cent of respondents said they thought they were Chinese.
麦肯锡表示，在向国内市场推出新品时，跨国公司还需要愈加积极主动。
McKinsey said companies also needed to be more aggressive in introducing new products to the Chinese market.
