project: reinventing Made in China
Poor Safety Standards
Poorly Made
Cheap
Mass Produced
Unreliable
Low-Class
Ordinary
Boring
High Quality
Reliable
Built/Made With Pride
Impressive
Interesting
New & Different
Trendsetting
Cutting-Edge
Stylish
Well-Designed
Ethical
GLOBAL IMPRESSIONS OF “MADE IN” COUNTRY LABEL
CHINA
JAPAN
USA
Enviormentally Sound
What If We Reinvented Made In China?
Why 'Made in China'
Is a Mark of Shame - Telegraph
Chinese Manufacturing: Poorly Made
- The Economist
How do we reinvent Made in China?
1
Develop new Made in China message
2
Unite the China Brand Champions
3
Internalize messaging within each China brand
phase one
Design a new Made in China message [REINVENTING CONCEPT #1]
MADE IN CHINA: MORE THAN THE WEST
In the West, Made in China may have a negative reputation, but in emerging countries, China is viewed quite differently. Business between China and South America, Africa and Southeast Asia has dramatically increased as China provides the labor and materials for much needed infrastructure and telecom projects. Instead of focusing on the Western perception of China, we seek to highlight the opportunities and development China has encouraged in the non-Western part of the world— the countries carrying more than 80% of the world’s population.
Design a new Made in China message [REINVENTING CONCEPT #2]
MADE IN CHINA: MADE WITH THE WORLD
Apple’s signature colored brushed aluminum is a Chinese Innovation (a la BYD). A new diabetes medicine was recently engineered in China. A Chinese fashion giant is responsible for not just sourcing but designing Armani suits. Made in China is more ubiquitous than you may think, and many of the innovative, quality products the world values so much are also from China. This is about China’s integration into world, in surprisingly innovative ways. China is needed to make the world go round, to make ingenious new products. When China rises, the world rises too.
Design a new Made in China message [REINVENTING CONCEPT #3]
MADE IN CHINA IS NOT ABOUT PRODUCTS, IT’S ABOUT THE CHINESE DREAM
While the West immediately thinks of Made in China as factory production lines and plastic goods, they neglect the other face of Made in China— the people. The Chinese people are honest, hardworking, aspirational, and fast becoming global citizens. Chinas’ students dream of traveling abroad. China has more selfmade millionaires than any other country.
Todays’ American dream is about the middle class suburban geek who makes a billion dollar company. In contrast, the Chinese dream is a tale of rags to riches. It’s the farm girl who creates a real estate empire; the son of a carpenter who becomes Chinas’ wealthiest man. How can we create a brand message that highlights the ingenuity and essence of the Chinese people?
Design a new Made in China message [REINVENTING CONCEPT #4]
A NEW MADE IN CHINA: THE RISE OF THE INNOVATORS
The Brand of China is “Made in China”, and this is hard to change, so how can we engineer a new perspective for Made in China? Rather than associating Made in China with cheap plastics and manufacturing, how can we remind the world that Alibaba, BYD, etc is also all Made in China as well? In addition to the factories that make rubber ducks and coke bottles, todays’ China is also a factory of entrepreneurs and innovation. It’s time to rebrand “Made in China.”
Design a new Made in China message [REINVENTING CONCEPT #5]
A NEW MADE IN CHINA: THE RISE OF THE INNOVATORS
One of the things we love most about Shanghai is the energy. One of the biggest differences between Shanghai and Beijing is also the energy. Beijings’ energy is serious yet artistic. Shenzhen is innovative and hustling. While Shanghai is cosmopolitan and worldly. China has new energy, in large part driven by its companies. The energy of progression. The energy of change. The energy of infinite possibilities.
Energy can be defined as the sincere intent of a community and the way that an outsider might resonate the most with when they are brought in. China is alight with positive energy or chi— rather than reform or revolution, it’s about reenergizing to create a new China.
phase two
Unite the China Brands Stewards
China’s mostloved brands Xiaomi, Huawei, Changhong, Haier, Lenovo, ZTE, China Railway, CNPC, Alibaba, ChinaMobile, Baosteel, Lining
Have the most at stake After a failed attempt to take over the the lowbudget edgy sportswear market in the US, Li Ning posted a loss of almost 2 billion RMB, not to mention a significant loss of their brand equity.
And their voices carry the most weight
we are in the same boat, we need to work together to sail the river.
phase three
How to internalize core “Made in China� message within each brand
Core Message Guidebook First, we will create a core message guidebook, with both visual and content parameters for messaging. For example, word selection in both regional and global that should be emphasized, as well as colors or imagery. There will also be various protocols regarding crisis management and other types of responses. This will range from a conceptual explanation of the core message to very specific examples how it should be conveyed, which can be applicable from director level to specific content creators.
How to internalize core “Made in China� message within each brand
Messaging Workshops Because this type of branding is likely to differentiate from the experience of many these brands, League X will work directly with department heads from Corporate Communications, Marketing, Public Relations and Social Media to further manifest this message. Not only will the core message vary from company to company, but also within departments.
We will deep dive into each companys’ branding and marketing directors to fully integrate our message into theirs. The most powerful storytelling will be produced from the intersections of the two cores. This will enable different department heads to galvanize their teams effectively to create relevant content throughout the year without oppressi.
How to internalize core “Made in China� message within each brand
Bi-Annual Roundtables China brands stewards commit to a unified Made in China message with an annual story summit. Long term effectiveness requires stickiness, camaraderie, and institutionalization. Each year, we bring together the China Brand Stewards (China Brand Collective?) for a full-day Summit to review individual brand progress, and collective progress on global perception of Made in China. Participants are guided through vision and branding workshops to brainstorm the Made in China story for the upcoming year.
Develop New Made In China Message
Change Global Perception of Made in China
Unite the China Brand Stewards
Internalize Messaging Within Each Brand
European Union Trade Unions The Press Millenials Celebrities Global Customers MNCs Governments
Funding
Core Message Guidebook
Processes & Protocols
Champion Workshops
Onboard Brands
Phase 1
2015 Project Startup Costs
Budget: $500,000-750,000 USD
Phase 2
2016 & Onwards—Sustainability Budget: 150,000-250,000 USD
* Cost do not include 6.84% of Local Govt. Tax
Roundtable Guidebook
Biannual Roundtable
Champion Brand Workshops
1
2015 Core Message Guidbook Deliverable: PRINT AND PDF Research [80 hrs] Key Messages [80 hrs] Narrative Development [300 hrs] Visual Design [480 hrs] Production [30 hrs]
2
Onboard China Champion Brands Deliverable: 8 CHINA CHAMPION BRAND SPONSORSHIPS SECURED Pitch 12 selected China Champion Brands to Join Y1 Trial [130 hrs] Onboard 10 China Champion Brands for Y1 Trial [250 hrs] Convert 8 China Champion Brands to Sponsors for Y2 [170 hrs]
3
2015 Individual Champion Brand Messaging Workshops Deliverable: YEAR-END KPIS SET FOR EACH BRAND Workshop Design [100 hrs] Corporate Communication Workshops [2-3 hrs per brand] Marketing Workshops [2-3 hrs per brand] PR Workshops [2-3 hrs per brand] Social Media Workshops [2-3 hrs per brand] Ongoing Support- Messaging and Design Consulting [5-10 hrs per month per brand]
4
2015 First Biannual Roundtable Deliverable: DECEMBER 2015 Experience Design [100 hrs] Logistics & Operations [120 hrs] 350-400 hours Collateral Design [80 hrs] Event Management [50 hrs]
5
Build Sustainable Processes & Protocols Deliverable: COMPLETE PROTOCOLS (PDF) Organizing Roundtables Creating the Annual Messaging Guidebook [250-300 hrs] Leading Champion Brands’ Messaging Workshops Individual Champion Brands’ Accountability & Follow-Through Processes
1
Biannual Roundtables JUNE & DECEMBER 2-4 Delegates All-Inclusive Activities Annual China Brand Progress Reports Brainstorming Sessions
2
Core Message Guidebook 20 PRINT COPIES & PDF VERSION Core Messaging Content Guidelines Visual Guidelines Case Studies & Examples
3
Individual Champion Brands Messaging Workshops Corporate Communication Workshops Marketing Workshops PR Workshops Social Media Workshops Ongoing Support - Messaging and Design Consulting Case Studies & Examples
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