china branding seminar_jan2013
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How Winning Companies Lead with Brand in China
Eric Lin, General Manager, Shanghai
January 16, 2013
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5 Trends Driving Brand in China
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1Chinese brands are ready for primetime
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Closing the Innovation Gap
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Going Global
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Winning on Local Relevance
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Winning on Local Relevance
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2The coming age of brand experiences
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+ 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
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3Overcoming a deficit of trust
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+ 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
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Promising peace of mind
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4A growing appreciation for simplicity
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+ 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
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A shift to simplified customer experiences
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5Urbanization begins to scale
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+ 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
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Q&A and Discussion
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謝謝您 !*
* Thank You!