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China branding seminar_jan2013
 

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    China branding seminar_jan2013 China branding seminar_jan2013 Presentation Transcript

    • How Winning CompaniesLead with Brand in ChinaEric Lin, General Manager, ShanghaiJanuary 16, 2013
    • 5 Trends DrivingBrand in China 2
    • Chinese brands areready for primetime
    • Closing the Innovation Gap 4
    • Going Global 5
    • Winning on Local Relevance 6
    • Winning on Local Relevance 7
    • The coming age ofbrand experiences
    • What we’re seeing+ 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
    • Overcoming a deficit of trust
    • Branding in an era of high anxiety+ 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
    • Promising peace of mind
    • A growing appreciation for simplicity
    • A 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 shift to simplified customer experiences
    • Urbanization begins to scale
    • The urban boom moves inland+ 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
    • Q&A andDiscussion 18
    • !** Thank You! 19