china branding seminar_jan2013
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TRANSCRIPT
How Winning Companies Lead with Brand in China
Eric Lin, General Manager, Shanghai
January 16, 2013
2
5 Trends Driving Brand in China
1Chinese brands are ready for primetime
Closing the Innovation Gap
4
Going Global
5
Winning on Local Relevance
6
Winning on Local Relevance
7
2The coming age of brand experiences
+ Meteoric rise of digital and mobile
+ More sophisticated, flagship-style retail experiences
+ Shifting view of consumption – no longer just about products, but about service and experience
What we’re seeing
3Overcoming a deficit of trust
+ Product recalls, food safety issues, pollution, economic slowdown, political corruption and NGO scandals have created an environment of uncertainty, anxiety and mistrust of brands and organizations
+ Rise of social media has made these issues all the more transparent
+ Consumers are demanding brands that are trustworthy and transparent, and are drawn towards experiences that communicate a sense of assurance and peace of mind
Branding in an era of high anxiety
Promising peace of mind
4A growing appreciation for simplicity
+ Strong cultural roots in things that are detailed and intricate, from language to art to cuisine
+ Yet in a fast-moving, cluttered and overwhelming market, there is a growing appreciation for simpler brand experiences
+ Our study showed 60% of surveyed Chinese consumers are willing to pay a premium (up to 6.6% in some industries) for simpler brand experiences
+ A particular call for:
• Simpler digital experiences
• Less communication clutter – less volume of communications, but clearer stories and end benefits
• Delivering simplicity through services
A growing appreciation for simplicity
A shift to simplified customer experiences
5Urbanization begins to scale
+ Urban population expected to hit 1 billion people by 2025
+ Lower tier cities are booming
+ Reverse migration to smaller cities
+ Saturated Tier 1 markets for brands
+ Challenge for brands is understanding different consumer mindsets in lower tier cities, as well as a different vision for development
The urban boom moves inland
18
Q&A and Discussion
19
謝謝您 !*
* Thank You!