Mumbrella360 Presentation 2013

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Mumbrella360 Presentation 2013

  1. 1. YOU DON’T HAVE TO BE ASADOMASOCHISTTO WORK IN CHINABUT IT HELPS
  2. 2. LEGALDISCLAIMER
  3. 3. I’ll Be Rambling!Like A Mad Man
  4. 4. 2005
  5. 5. SADVERTISING.BADVERTISING.MADVERTISING.[AND SCAM]
  6. 6. + RATIONAL+ BLAND+ SIMPLISTIC+ FEARFUL+ CLICHED+ ANTI-CREATIVE
  7. 7. + RATIONAL+ BLAND+ SIMPLISTIC+ FEARFUL+ CLICHED+ ANTI-CREATIVE+ MEANINGFUL+ BROAD+ CLEAR+ WISE+ CULTURAL+ PRO-BUSINESS
  8. 8. 2008EVERYTHING CHANGED
  9. 9. SADVERTISING.BADVERTISING.MADVERTISING.[AND SCAM]
  10. 10. DIGITAL REACHED CRITICAL MASS[FROM MONO TO DIALOGUE]
  11. 11. CHINA’S YOUTH: THE POST 90’S GENERATION[300 MILLION]
  12. 12. 180MILLION[6TH LARGEST COUNTRY IN THE WORLD]
  13. 13. CHANGED HOW THEY FORM& MAINTAIN RELATIONSHIPS
  14. 14. CHANGED WHERE, WHEN &HOW THEY COMMUNICATE
  15. 15. CHANGED HOW THEY LOOK ATTHEIR PLACE IN THE WORLD
  16. 16. CHANGED HOW THEYLOOK AT CREATIVITY
  17. 17. 3 KEY DIFFERENCES
  18. 18. 1. PROGRESSION2. GROUP ACCEPTANCE3. FILIAL RESPONSIBILITYCHINA’S!CULTURAL!VALUE!SYSTEM#1
  19. 19. CHINA’SILLUSIONFACTORY#2
  20. 20. #3
  21. 21. [GOOD CITIZEN] [SELF GRATIFICATION]
  22. 22. DOUBLE LIFE ADAPTIVE LIFE
  23. 23. PLAY!IN THE!GREY
  24. 24. DUTY BEFORE PLEASURE+1+2+3SEEINGCONFIDENCE WITHOUT QUESTIONSTATUS IS A PRICE POINTISN’T !BELIEVING
  25. 25. #1 !DUTY BEFORE!PLEASURE
  26. 26. +1+3+2+4THE WORLD’S QUICKEST CULTURAL CONTEXT LESSON
  27. 27. 700MILLIONDIGITAL USERS IN CHINA. 40% OF THE POPULATION[SOCIAL MEDIA USERS IN CHINA. 54% OF THE POPULATION]
  28. 28. MASSES OFOPTIONS TOENGAGE IN:
  29. 29. MASSES OFOPTIONS TOENGAGE IN:DESIGNED TO BE !USEFUL & SOCIAL
  30. 30. “We are living on a lonely planet and this is not the way itssupposed to be. Join our fast-growing global community of20M+ people and rediscover your neighborhood today”!
  31. 31. WEIXIN/WECHAT: CHINA’S FASTEST GROWING SOCIAL TOOL. 0-300 MILLION IN 2 YEARS
  32. 32. + 48% OF PEOPLE BETWEEN 15-24 HAVE HADSEXUAL EXPERIENCE - UNITED NATIONS+ 1/3 OF CHINESE UNDER THE AGE OF 26 HAVENO PROBLEM WITH AFFAIRS - BEIJING POLL+ STD RATES ARE CURRENTLY GROWING AT 25%AMONGST 16-24 & 1,500 ABORTIONS A DAYFOR WOMEN UNDER THE AGE OF 25 – THE TIMES
  33. 33. + HENCE PEOPLE REPURPOSE TECHNOLOGY TOFIND THEIR ‘SHORTCUT TO FULFILLMENT’Thoughts!+ HOWEVER THEIR DESIRE TO EXPERIMENT HAS TOWORK WITHIN CULTURAL & SOCIAL EXPECTATION+ EVEN THE CHINESE GOVERNMENT CAN’TSTOP THE POWER OF TEENAGE HORMONES
  34. 34. CONFIDENCE WITHOUT!QUESTION#2
  35. 35. A TIME OF SELFEXPRESSION ANDDISCOVERY
  36. 36. A TIME OF SELFEXPRESSION ANDDISCOVERY
  37. 37. CONFUSINGEXPERIMENTATIONWITH COMMITMENT
  38. 38. GROUP ACCEPTANCE ISEVERYTHING[THE STRAWBERRY GENERATION]
  39. 39. GROUPACCEPTANCEIS EVERYTHINGTHE GREAT KOLCONSPIRACY
  40. 40. TO CHANGECULTUREYOU HAVETO CREATECULTURE
  41. 41. Do, don’t say!
  42. 42. Thoughts!+ THIS FRAME OF REFERENCE MUST BEVALIDATED BEFORE PEOPLE WILL ENGAGE+ ONCE ACCEPTED, PEOPLE HAVE THE CONFIDENCETO FULLY PARTICIPATE IN THE NEW CULTURE+ TO CREATE NEW BEHAVIOUR, YOU HAVE TOCREATE THE NEW FRAME OF REFERENCE
  43. 43. #3 !STATUS IS A!PRICE POINT
  44. 44. CHINA ISTHE MOSTBRANDLITERATEPLACEON EARTH
  45. 45. AUTHENTICITYCOUNTSAUTHENTICITY!COUNTS
  46. 46. !COUNTS!MORESOCIAL VALUE[THE BRAND THAT’S RECOGNISEDAS THE DOMINANT PLAYER TODAY]
  47. 47. “If you have to justify your decisionto your peers, it’s not worth owning”!" " " " " PETER WU, 19.
  48. 48. SOCIAL VALUECAN CHANGE !IN AN INSTANT+ COMPETITOR+ BRAND FAILURE+ PEER ACCEPTANCE+ MYTH AND LEGEND
  49. 49. YOU CAN BUY LUXURY,BUT YOU CAN’T BUY RESPECT
  50. 50. BRANDS THAT PUSH CULTURE, NOT JUST THE CATEGORY, AREALWAYS IN A POSITION OF POWER & COMPETITIVE ADVANTAGE
  51. 51. + WHAT HAPPENED IN THE PAST, IS THE PAST+ PUSH CULTURE, NOT JUST THE CATEGORYThoughts!+ LOOK AT PEERS, NOT JUST INDIVIDUALS+ DON’T TAKE LOYALTY FOR GRANTED
  52. 52. The Things I’ve Learnt! + CHINA KNOWS MORE ABOUT THE WESTTHAN THE WEST KNOWS ABOUT CHINA+ NOTHING IS AS IT SEEMS & YET EVERYSINGLE THING MEANS SOMETHING+ IT’S NOT A CASE OF LOWERING STANDARDSJUST CHANGING YOUR APPROACH & ATTITUDE+ IF YOU WANT TO SURVIVE, YOU HAVE TO PLAYIN THE CULTURAL JUNGLE, NOT IN THE ZOO+ IT MIGHT DRIVE YOU BONKERS, BUT IT’S BRILLIANT

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