Understanding Mainland China Users

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Talk at BootHK on Understanding Mainland China Users

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  • - Been to China more than 2 months?\n- Been inside Chinese homes?\n- Came to/came back to HK because of China market?\n\n- What’s your impression of Mainland Chinese homes?\n
  • I’ve been inside a lot of Chinese homes, offices, retails\nwe have squad teams to go in\n
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  • bought this from the Internet\nEven bought wedding dress on Internet\n
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  • Housing not designed for installing for split-unit air-conditioners as shown by the exposed duct\n
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  • Let you get a glimpse of China\n
  • Why do I know all about this?\nIts because a core part of my current biz is in helping MNCs understand China users \nfor their new product definition strategies\nwe’ve been to many different parts of China\n
  • User-Centered Innovation\n
  • Anyone familiar with Stanford D-School of IDEO?\nDaniel? \n\nUser Experience Design:\nAnother talk \n\n
  • I was at the Stanford Design Thinking Bootcamp - Insights to Innovation\nRedesign the Airport experience for JetBlue - first part is Empathy\nSpent a couple of hours at the SF airport, came back to do experience prototyping.\n\n
  • Client’s logo\n Propose new ways of design innovation\n
  • Client’s logo\n Propose new ways of design innovation\n
  • I’m not a Startup per say: I’ve started up Kaizor in 2002 (almost 10 years already) \nbut having understood China for 10 years, I’m starting up new ventures with other biz partners\n\nThis is what we do but our focus is in China\n\n
  • This is what we currently do:\n
  • This is what we currently do:\n
  • This is what we currently do:\n
  • This is what we currently do:\n
  • The reason why we’re in the position to do this is because I spent 12 years in the U.S.,\nwhen I came back in 2002, nobody understood what I did,\nso I started my own company\nI met Lenovo when it was called Legend\n\n\n
  • Here are the few things we do now:\n- User Experience\n- User Research\n\n- Executive Training\n- Design Team training: OSIM\n
  • Helped MNCs, Mainland China, local HK companies, \nHelped Startups:\nLooking for good collaborators, equity \n
  • Find student’s background\n
  • Client’s logo\n Propose new ways of design innovation\n
  • 10 years localization\n
  • Understand China from inside out\n\n
  • Sensormatic uses the following strategy framework: SETI (Dale)\n- Social\n- Environmental\n- Technological\n- Information\n
  • Actually my ex-client (1 more week) is over there - Carissa\nWe worked on this together\n\n
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  • http://en.ce.cn/Industries/Property/200606/01/t20060601_7176249.shtml\n
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  • Tim Fletcher, IDSA’s Chapter VP\n\nChina and U.S. is like \nSiamese Twins\nOne can’t live without the other\n\nBruce Claxton also said that\nInterconnected economy\n
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  • - Go over training schedule\n- Today’s schedule\n- Attendance taking\n- Roles and responsibilities: GZMY documentation, design\n- Yong Xin is half the designer\n
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  • - Go over training schedule\n- Today’s schedule\n- Attendance taking\n- Roles and responsibilities: GZMY documentation, design\n- Yong Xin is half the designer\n
  • - Go over training schedule\n- Today’s schedule\n- Attendance taking\n- Roles and responsibilities: GZMY documentation, design\n- Yong Xin is half the designer\n
  • - Go over training schedule\n- Today’s schedule\n- Attendance taking\n- Roles and responsibilities: GZMY documentation, design\n- Yong Xin is half the designer\n
  • - Can use same material and color of old furniture\n
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  • \n10. Talk about money too early in a business relationship\ne.g. Chinese people value relationships and personal friendships much more important. And business comes after establishing friendships. You don’t have to like somebody to do business with them, but in Chinese society, it’s a pre-requisite.\n\n9. Appear too self-centered\ne.g. Chinese people often defer their wishes to other people, as a sign of courtesy and respect. Putting other people before yourself. \n\n8. Make a seemingly harmless joke or embarrass a Chinese person publicly\ne.g. Chinese people are very sensitive to personal attacks and will remember it for the rest of their lifes!\n\n7. Say things too directly\ne.g. If you don’t like an idea or an arrangement, use words like “maybe”, “perhaps”, “what if”. Assertiveness doesn’t come out well in Chinese relationships.\n
  • China has U.S.’s 5 times population - 1 household 10 kids v.s. 2 kids\nCannot apply rules over\nEliminate labour, increase use of labor? create employment?\n\n
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  • China \n
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  • Understanding Mainland China Users

    1. 1. Understanding Mainland China UsersJuly 25, 2011Private and ConfidentialThe information contained herein is confidential. For the purposes of protecting sources of information and people involved, the contentherein can only be used for Kaizor Innovation purposes only. It does not constitute a circulation, an offer to sell or other distribution to otheroutside parties. © Copyright 2002-2005 Kaizor Innovation Limited. 2002-2011
    2. 2. © Copyright 2002-2011 Kaizor Innovation Limited.
    3. 3. © Copyright 2002-2011 Kaizor Innovation Limited.
    4. 4. © Copyright 2002-2011 Kaizor Kaizor Innovation Limited. © Copyright 2002-2011 Innovation Limited.
    5. 5. © Copyright 2002-2005 Kaizor Innovation Limited.
    6. 6. © Copyright 2002-2011 Kaizor Innovation Limited.
    7. 7. © Copyright 2002-2011 Kaizor Innovation Limited.
    8. 8. © Copyright 2002-2011 Kaizor Innovation Limited.
    9. 9. © Copyright 2002-2011 Kaizor Innovation Limited.
    10. 10. © Copyright 2002-2011 Kaizor Innovation Limited.
    11. 11. © Copyright 2002-2011 Kaizor Innovation Limited.
    12. 12. © Copyright 2003-2005 Kaizor Innovation Limited and The Hong Kong © Copyright 2002-2005 Kaizor Innovation Limited. Polytechnic University, School of Design
    13. 13. © Copyright 2002-2011 Kaizor Kaizor Innovation Limited. © Copyright 2002-2011 Innovation Limited.
    14. 14. © Copyright 2002-2011 Kaizor Kaizor Innovation Limited. © Copyright 2002-2011 Innovation Limited.
    15. 15. We’ve done User Research in many Mainland homes/offices/retail in China:• Shanghai• Beijing• Hong Kong• Shenzhen• Guangzhou• Dalian• Dongguan• Suzhou• Shenyang• Wenzhou• Wuhan• Tianjin Shenzhen• Tangshan• Zhongshan• etc... © Copyright 2002-2010 Kaizor Innovation Limited. © Copyright 2002-2005 Kaizor Innovation Limited.
    16. 16. © Copyright 2002-2009 Kaizor Innovation Limited.
    17. 17. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2011 Kaizor Kaizor Innovation Limited. © Copyright 2002-2005 Innovation Limited.
    18. 18. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2011 Kaizor Kaizor Innovation Limited. © Copyright 2002-2005 Innovation Limited.
    19. 19. StartUp 1.0: Kaizor Innovation © Copyright 2002-2005 Kaizor Innovation Limited. 2002-2010
    20. 20. © Copyright 2002-2011 Kaizor Innovation Limited.
    21. 21. Kaizor Innovation is a strategic innovation consultancy based in Hong Kong/ChinaWe help our clients:• Understand China market user needs identifying new market/product opportunities• Build up R&D Design Innovation capability in Asia• Provide Training on User-Centered Innovation © Copyright 2002-2011 Kaizor Innovation Limited.
    22. 22. © Copyright 2002-2011 Kaizor Innovation Limited.© Copyright 2002-2011 Kaizor Innovation Limited.
    23. 23. / User Experience Design / Executive Training 27/ User Research / Design Team Training
    24. 24. Our Clients... © Copyright 2002-2009 Kaizor Innovation Limited.
    25. 25. System Product Design Workshop Wuxi,Hunan,Guangzhou Workshop at Guangzhou Academy of Fine Arts Workshop in Wuxi Research analysis Concept brainstorming © Copyright 2002-2009 Kaizor Innovation Limited.
    26. 26. Mobile Research Collaboration with GAFA, School of Design GAFA team Demo Lifecycle Scenario Competitive ResearchMapping patterns from research Themes for innovative concepts Personas © Copyright 2002-2005 Kaizor Innovation Limited.
    27. 27. © Copyright 2002-2011 Kaizor Innovation Limited.
    28. 28. © Copyright 2002-2011 Kaizor Innovation Limited.
    29. 29. Understanding China’s WorkforceOct 13, 2008Private and ConfidentialThe information contained herein is confidential. For the purposes of protecting sources of information and people involved, the contentherein can only be used for Kaizor Innovation and Sensormatic purposes only. It does not constitute a circulation, an offer to sell or otherdistribution to other outside parties. © Copyright 2002-2008 Kaizor Innovation Limited. © Copyright 2002-2008 Kaizor Innovation Limited.
    30. 30. © Copyright 2002-2011 Kaizor Innovation Limited.© Copyright 2002-2005 Kaizor Innovation Limited.
    31. 31. © Copyright 2011 Herman Miller © Copyright 2002-2011 Kaizor Innovation Limited.© Copyright 2002-2005 Kaizor Innovation Limited.
    32. 32. © Copyright 2011 Herman Miller© Copyright 2002-2011 Kaizor Innovation Limited.
    33. 33. © Copyright 2011 Herman Miller© Copyright 2002-2011 Kaizor Innovation Limited.
    34. 34. © Copyright 2011 Herman Miller© Copyright 2002-2011 Kaizor Innovation Limited.
    35. 35. Values: Self Starter (Risk Takers)• Status seeking• Showing success• Guan-Xi overrides rules• Societal biz connections• Government connections• Immigrated to HK/Vancouver• Bought apts in HK• Stores money in HK banks• Drivers and mistresses
    36. 36. Conformist (Need for Approval)Values:• Seek societal and peers approval• Magneted to MNCs andestablished names• Proud to have made the approvalmark• Eager to “catch up to the world”• I want to have what everybodyhas• As long as I have a house, stablejob and kid• Has one ‘emperor child’
    37. 37. Returnee (Made it Back Home/Values: Upgraded)• Study abroad for a few years• Speaks ok gibberish English• Aspire to be own boss one day• Learn as much as he can from MNCs• Have some friends from abroad• Wants to catch up to lastest from abroad• Have to support 6 adults in the future• A lot of pressure
    38. 38. Optimist (Spend it All Monthly)Values:• Studied locally in Mainland• Summer interned in Western companies• MSN or QQ social network of friends• Watch soaps online• Taobao’s A LOT• Have love from 6 adults
    39. 39. Hybrid (Cultural Revivalists)Values:• Hong Kong, Singapore, Taiwan• Seeking Chinese Cultural Roots• More Traditional Chinese values + ethics• ‘Been there done that’ consumerism• International connections• East meets West world view• Next century is in China• Travels back and forth to China• Individualists + Family values
    40. 40. Westerner (Cultural Explorer)Values:• China is the next Gold Mine• Coming to the Wild East• Finds Chinese culture inspiring• Marries Chinese wife• Speaks PuTongHua like a local• Opens own business in Mainland• Renovates a Hutong• Is concerned about air quality in China• Looks for organic food in China• Likes to try things out and don’t mind breaking one or 2 rules
    41. 41.  •••• © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    42. 42. © Copyright 2002-2005 Kaizor Innovation Limited.
    43. 43. © Copyright 2002-2005 Kaizor Innovation Limited.
    44. 44. --- © Copyright 2002-2005 Kaizor Innovation Limited.
    45. 45. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    46. 46. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2008 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    47. 47. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2008 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    48. 48. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2008 Kaizor Innovation Limited.
    49. 49. © Copyright 2002-2005 Kaizor Innovation Limited.
    50. 50. TJ
    51. 51. : © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    52. 52. © Copyright 2002-2008 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    53. 53. © Copyright 2002-2008 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    54. 54. © Copyright 2002-2009 Kaizor Innovation Limited.
    55. 55. © Copyright 2002-2005 Kaizor Innovation Limited. © Copyright 2002-2009 Kaizor Innovation Limited.
    56. 56. Top 10 Myths about Starting Upin China © Copyright 2002-2004 Kaizor Innovation Limited
    57. 57. Top 10 Myths about Starting Upin China6. High Tech equals good biz in China7. What works in the U.S. can be duplicated in China8. Earn $1 per Chinese person and you can become a $1.3 billionaire9. China is a gold mine for everyone10. You can do business in China without being there (HK doesn’t count as Mainland) © Copyright 2002-2004 Kaizor Innovation Limited
    58. 58. Top 10 Myths about Starting Upin China1. You thought marrying a HK Chinese wife can help you in Mainland China!2. You can thrive inside China based on competence and ability3. You can startup a biz easily in China4. You can do business right away in China5. You can do business in China without knowing PTH © Copyright 2002-2004 Kaizor Innovation Limited
    59. 59. 65© Copyright 2002-2004 Kaizor Innovation Limited
    60. 60. What Startup Entrepreneurs need? HK v.s. SH• International & Mixed Culture ✔• Freedom of Speech & Information Flow ✔• Creativity ✔• Easy to Obtain + Sustain Visa ✔• Stable Biz Environment ✔• Transparent Rules of the Game ✔• Rule of Law ✔• Low Entry Barrier to Biz ✔• Entrepreneurship Culture ✔• Low Tax ✔• Trust & Biz ethics ✔• Quality Talents ✔• Good IP Protection ?• Raise Capital for Biz Expansion ?• Low Rent SZ?• Low Labour Costs SZ? ?
    61. 61. Creative Cities Study: (UK British Council)http://creativecities.britishcouncil.org/files/data/exploratory/Breakthrough%20cities%20report.pdf
    62. 62. © Copyright 2002-2011 KaizorKaizor Innovation Limited © Copyright 2002-2004 Innovation Limited.
    63. 63. Know yourselfKnow the othersHundred warsHundred victories © Copyright 2002-2011 KaizorKaizor Innovation Limited © Copyright 2002-2004 Innovation Limited.
    64. 64. Thank youwww.kaizor.com

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