What’s "He" Culture and its Effects on Foreign Consumers' Preference in the Context of Chinese Brands

The globalization competition makes the national brand become more vital to the advantage development of a country than in the past, and the influence of culture on the brand preference of foreign consumers is becoming more and more important. This paper uses qualitative research to explore the driving factors of foreign consumers' forming Chinese brand preference. The results show that foreign consumers' preference for Chinese brands is influenced by China's "He" culture, which is driven by the three-dimensional dynamics of "Harmony", "Tolerance" and "Respect". These conclusions make up the deficiency of the existing research, and have theoretical innovation and strategic guidance.