If China’s urban consumer, also known as “Chuppies,” are on the radar for your brand, new consumer research from United Parcel Service may help you to define your target. Small and mid-sized product companies “need to set themselves apart from their competition and from the large multi-nationals, and market to a very specific niche,” Says Kevin McConnell, Senior Partner at O’Connell and Co., which handles general business matters in China.

UPS surveyed 1,200 consumers, and following are key findings:

· Moisturizer is the most attractive American beauty product to Chinese consumers; 73% say they are likely to purchase it in the coming year.

· 85% of Chinese consumers say that quality is critical in their purchase decision for imported products.

· Younger Chinese consumers are more open to purchasing U.S. products than their older counterparts.

Chinese consumers also have packaging preferences for U.S. products. High-income consumers prefer American or Western-style packaging, especially for beauty products. And 28% of consumers prefer blue packaging for American products, nearly double the next color choice-white, at 16%. In gift packaging, men like blue and black while women are partial to red and white.

Older Chinese consumers are more attached to Chinese icons on packaging. Younger consumers want to see company logos.

Chinese consumers rely on professional experts to deliver ad messages.