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Thoughts on the IPA one day conference based around UK agencies helping Chinese Companies to develop global brands

Thoughts on the IPA one day conference based around UK agencies helping Chinese Companies to develop global brands

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  • Who was there What was covered What was the purpose Initial impressions
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle
  • 298 million last year, 384 beginning this year Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • 298 million last year, 384 beginning this year Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Engaged in social media Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Engaged in social media Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Compliance purposes Sina Microblogging has a team of humans whose job is to censor content, in addition to machine filtering Not yet taken full advantage of rigorous research methodologies l ong way to go in using hard data to back up their design choices
  • Within this population 111.8 million have managed a social network profile. This compares to the US and UK where the figures are much lower, at 57.8 and 12.1 million respectively managing a social network profile. Chinese netizens are completely different to Westerners, specifically UK and US netizens. Chinese netizens are, on average, much younger, and usually in college or education. Chinese netizens see the internet as the key output for self expression in their life and this is supported by their tremendous blogging behaviour and reported susceptibility to the influence of others’ opinions online. Indeed, many more Chinese netizens see the internet as part of their life compared to Westerners in the US.
  • Chinese style of innovation with a peasant mind-set
  • In 2010 the Financial Times estimated that Shanzhai phones accounted for about 20 per cent of the global 2G mobile market
  • China mobile – originally a state own company now one of the most successful chinese brands in local market. (equavlient of BT) Unique proposition in china The internet online community is embraced on a deeper level for Chinese maven’s identity and lifestyle

Transcript

  • 1. London, 12 January 2011 | |
  • 2. China Global
  • 3. Going Global - Advertising Works UK China 2010 Conference
  • 4.
    • Overview
    • To showcase the UK ad industry and what it can offer Chinese brands wanting to go global.
    • Chinese exporters are embracing the UK as vital to success in the European market
    • Speakers were all high profile representatives from top agencies in the UK
  • 5. Highlights
  • 6. Highlights
    • HSBC ads (JWT) (video)
      • Culture sensitive communication for global brands
  • 7. Highlights
    • Social media (Profero)
  • 8. Highlights
    • Olympic 2012 (McCann Erickson)
      • How they promote Olympic 2012 to the world
      • Partnerships with McDonalds to recruit volunteers
  • 9. From the conference
    • China Advertising Association
      • Majority of International agencies are already dominating the advertising industry in China
      • WPP, Omnicon, Interpublic, Densu etc
      • Internet only 3.1% of overall ad turnover
      • 170,000 ad agencies
      • 11,000 media companies
      • 2500 other related companies
      • 300 ad college
  • 10. Our thoughts..
  • 11. Chinese global brands - Now
    • From low value-added short term price competition to high value-added innovation
    • Acquisitions is the fastest way to establish a global presence. Nearly half of Chinas outbound corporate investment focused on securing natural resources mostly through acquisitions
    • Lenovo in 2005 acquired IBM’s personal computer business. Now its worlds number 3 computer maker after Dell and Hewlett Packard
  • 12.  
  • 13. Chinese global brands
    • Haier
    • Lenovo
    • Huawei
    • Tsingtao
    • Alibaba.com
  • 14. Chinese global brands
  • 15. Take aways
    • Taking Chinese brands global, is this way to go forward?
    • Are global marketing agencies best suited to facilitate this?
    • Is there another way to promote and develop Chinese brands to enhance their international presence?
  • 16.
    • Before we look at how we can help Chinese brands go global…
  • 17. 420 million
  • 18. 420 million netizens
  • 19. 70%
  • 20. 70% engaged in social media
  • 21. 30%
  • 22. 30% managed a social network profile
  • 23. 30
  • 24. 70% of Chinese Internet users are under 30 years old
  • 25. Key output for self expression
  • 26. Less than 7%
  • 27. Less than 7% Marketing Spend Online
  • 28. How does that influence web design
    • Entertainment - primary motivation to go online
    • Very localized
    • Web 2.0, websites in China - looking for useful and helpful content, and they want to contribute to the websites
    • Technical knowledge - Chinese designers are on par with designers in Western countries
    • Limited budgets
  • 29.
    • Flash
  • 30.
    • Entertainment
  • 31.
    • Clicks
  • 32.
    • Culture
  • 33. The Challenges
  • 34. Challenges
    • Government censorship and Compliance
    • YouTube, Twitter, Facebook, and Flickr are all blocked in China
    • Baidu blocks pornography or references to topics such as Taiwanese independence, the Dalai Lama, and the 1989 Tiananmen Square massacre.
    • Determined users find workarounds to avoid the GFW
  • 35. ♯ GFW http://twitter.com/#search?q=%23GFW
  • 36. Challenges
    • Convince stakeholders that a design is right?
    • “ Guanxi” and trust
    • Perception of the concept of A/B and multivariate testing as being “Western” and might yield a “low ROI.”
  • 37. The Opportunities
  • 38. Opportunities
    • E-commerce Taobao - the market in China, one of the largest shopping platforms in China to connect buyers and sellers of "baobei" (treasures)
    • Moving towards integrating user-generated content Douban, an online book and movie club – existed before YouTube!
    • Online trends develop own Web design style using the backdrop of Chinese culture.
    • In line with the mainstream world, creating more user-centered designs and offering a better user experience.
  • 39. Opportunities
    • Focus on users and your service
    • Focuses on user essentials and react quickly
  • 40. Grass roots user centered design, in China? “Shangzhai”
  • 41.
    • iOrgane
  • 42.
    • Mobiles market
    Designed " Bird Nest " and " Fuwa " ( 福娃 ) cell phones in light of the Beijing Olympic Games.
  • 43. BaiGooHoo
  • 44. To be continued…
    • Is Shanzhai an emerging model of innovation?
    • Can imitation become innovation?
  • 45.