Rising Brands Speak Chinese How to Catch Up with Asian Tends
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Jon Wang Market Research
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Yvonne Branding Process
Jacob Li Sales Intelligence
Aleksandra I. Corporate Design
Sunny Shen Planning
China is a Brand Market
CHINESE COSTUMERS CHANGED Millennials : Educated . Tech Savvy . Rich Parents . Open Minded. International Brands . Loyalty programs . Trust KOLs Quality aware . Safety . Healthy
new lifestyle
63
%
Women are Reluctant to have a baby because it will influence their career.
** CHINA & NORTH ASIA [Consumer Trends 2019], Mintel
38
%
Enjoy the moment, rather than becoming mortgage slaves.
30
%
Chinese customers say marriage is not necessary for a complete life.
Why? Western Playbook Doesnâ&#x20AC;&#x2122;t work in China
LINE MARKETS
LINE MARKETS
LINE MARKETS
Modern cities with high-income rate & Open Mindset: Shanghai, Nanjing ..
Traditional cities with high income rate: Beijing, Guangzhou ..
Virgin emerging markets with lower income and oldfashioned tastes: Zhengzhou, Suzhou ..
Different language dialects
WeChat Payment
Moving Stores Online
QR Paying Bills
Self-Use Gas Station
QR Order Groceries
Digital & COMPACT
Digital Payment in MC Donald's Cars for people with Disabilities
Digitalized Taxi
Display Persona in Cashless Society
6h
CHINA IS THE MOST CONNECTED COUNTRY OF THE WORD, as you can do almost everything trough your phone:
Order food Pay Taxi
Party
SURFING ON THEIR PHONES EVERY DAY
Educate
Bills
mobile addicts
70
%
Chinese of the customers who play games do this in order to make more friends.
** CHINA & NORTH ASIA [Consumer Trends 2019], Mintel
32
%
Say Social Media Responses of luxury brands are most important to them.
28
%
Of Chinese customers are very interested in becoming an internet celebrity.
Social Isolation Problem: Social Isolation Trend Solution: Hugging Sofa
Product and services to help people to disconnect.
Store or Online Expanding Offline Shopping
+ Data + Fast
Online payment Pros
And cheaper. Avoiding administrative costs drops prices down.
Online Payment Advantages +
Customers Profile (social media, phone, home address), History of purchase.
+ Update
Electronic shelf labels, empty shelf notifications.
Chinese Government use data from cashless transactions to improve and analyse their polices. Online payment make spending easier and people buy more (stimulates economic grown). China holds 56% of all global online sales.
- Touch
Customers can`t touch and test the product.
NEW RETAIL No App, can`t buy Ali Baba`s “Fresh Hippo” store
Watch Video
New Chinese Joke: For easy living, buy apartment near HEMA. Slogan: Boxes of packaged freshness and liveliness
[THINK]: WHY TO INSTALL THE APP? IN ALIBABA`S SUPERMARKET “FRESH HYPPO, YOU CAN BUY ONLY BY CASH AND “FRESH HIPPO” APP. CHINESE BUYERS DON’T HOLD CASH AND NATURALLY PAY BY WECHAT OR ALIPAY. WHY THEY WOULD INSTALL THE APP?
Why install Hippo App?
Organic Food
Organic Food
Certified Organic Fresh Produce. Hema is popular by transparent product quality.
Why install Hippo App?
Fresh Bread
Fresh Bread
Smell on Fresh Bread and Cookies invites you inside
Why install Hippo App?
Sample Stations
Sample Stations
Mini test-samples of home recipes every day. To surprise regular costumers.
Why install Hippo App?
Pick and bake
Pick and bake
Choose ingredients and give HEMA to prepare your favourite recipe. High-end food court, near offices.
Why install Hippo App?
Robot Fast
Robot Service
Circular movement, QR codes, and machines for faster service
Why install Hippo App?
Fresh Sea Food
Fresh Seafood Chinese tend to pick their own seafood. Trained Employees suggest them how to prepare it.
Why install Hippo App
Discounts and gifts
Regular costumers are treated by serious discounts, promotion packages and gifts
Discounts
Why install Hippo App?
Always Crowded
More than 30 people always waiting in a quay. “Where others buy”- psychology.
Always Crowded
Why install Hippo App?
Home Delivery
In a radius up to 3 km, delivery arrives in less than 30 min.
Home Delivery
[NEW RETAIL]: CREATED IN CHINA CHINA IS MOVING MUCH FASTER THAN THE WEST IN ONLINE EVOLUTION, AS HAS NO TRADITIONAL RETAIL MODEL TO DEFEND (NO LEGASY OF MALLS AND BIG STORES LIKE WEST). WHEN THE MODEL IS MORE ESTABLISHED, IT CAN BE SHARED WITH OTHER TRADITIONAL RETAILERS TO HELP THEM TRANSFORM IN THE DIGITAL AGE. â&#x20AC;&#x201C; JACKY MA TOLD FORBES LAST YEAR.
!
CASE STUDY Oriental Shaving 45.742 razor users subscribers on WeChat and 780.229 Weibo interactions
Sale Point
new gen. 6 blades razor is born. The most progressive world`s Gillette Sensor Excel 3 blades razor gone in history. â&#x20AC;&#x153;The Eastâ&#x20AC;? launches 6 blades best razor technology humanity have seen. Sharp & Gentle.
Life Changing
H5 WeChat Advertising: Short before-after stories that show what our life-changing 6 blades razor can do for you: (1) Look sharp; (2) Find love; (3) Get better job
6 Blades Concept
x3
Weibo images/ every day
x5
WeChat images/ every month
Seasonal Advertising
Back to School
Sport Events
Valentines Day
Fathers Day
Recommend Friends
(1) Add 3 friends in â&#x20AC;&#x153;Doroco raisorâ&#x20AC;? Wechat group. (2) Share our H5 invitation on your WeChat moments. (3) Get a Gift from Doroco.
Online Gaming
WeChat â&#x20AC;&#x153;Lucky Drawâ&#x20AC;? game. Opening a field gives the user a task [Example: send us a photo with your friends, get a] to get a gift. Gifts are: discount or free products. The function is related with ip address and you can draw only once. Next time you try to draw, it gives you an option to resend the game to a friend.
Monthly fans increased by 20,382
Online Gaming
H5: WeChat slot game- fill all vertical lines with the same image. 3 levels of reward: (1) Get a free product (2) Get a discount (3) Try again. Option to resend to a friend.
Capitalize the trend Of Westernization How to Catch Up with Asian Tends
Import
CHINESE EXPECTATIONS
#01 #02
Status. Concept of ”Face” or “Mianzi”. If you are able to buy Imported, means you have money. Quality & Safety. After numerous scandals because of mass production and cheap ingreedients, Imported products are trusted to be safer than local products.
HUNGER FOR NEW PASSIONS.
Because of: (1) Broader goals (2) Global Knowledge (3) Social Media Chinese consumers are hungry for new ways to satisfy their curiosity with new Extreme Activities.
How OSENS helps Brands win in China â&#x2014;&#x2039;
Full 360 Branding Engine
Full Drive Brand Engine
Digital Brand Engine
Trend implications What`s next?
trend implications <
01
>
02
03
CHINA IS A BRAND MARKET
Western playbook doesnâ&#x20AC;&#x2122;t work in China
Cashless Society
______ World`s largest market of ultra rich people, who purchase luxury good to convey sense of status, exclusivity and refined taste (near 6 millions $ absorption power).
______ Different dialects, diverse markets, contrasting lifestyle and aesthetic standards. Recommended merging with local company or hiring consultant agency.
______ Cashless society stimulates purchase. Costumers profiles are categorised and they get better personalised service, based on their specific needs.
trend implications
01 China is a Brand Market ______ World`s largest market of ultra rich people, who purchase luxury good to convey sense of status, exclusivity and refined taste (near 6 millions $ absorption power).
<
02 WESTERN PLAYBOOK DOESNâ&#x20AC;&#x2122;T WORK IN CHINA ______ Different dialects, diverse markets, contrasting lifestyle and aesthetic standards. Recommended merging with local company or hiring consultant agency.
>
03 Cashless Society ______ Cashless society stimulates purchase. Costumers profiles are categorised and they get better personalised service, based on their specific needs.
trend implications
01
02
<
03
China is a Brand Market
Western playbook doesnâ&#x20AC;&#x2122;t work in China
CASHLESS SOCIETY
______ World`s largest market of ultra rich people, who purchase luxury good to convey sense of status, exclusivity and refined taste (near 6 millions $ absorption power).
______ Different dialects, diverse markets, contrasting lifestyle and aesthetic standards. Recommended merging with local company or hiring consultant agency.
______ Cashless society stimulates purchase. Costumers profiles are categorised and they get better personalised service, based on their specific needs.
>
思考
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