Designing for the China Market Talk at MIT Innovation Node

1. Jan 8, 2018 | Kaizor Innovation
Elaine Ann, CEO / Founder
Designing for the China Market

2. Why China?

3. source: http://brilliantmaps.com/population-circle/
7 Billion Worldwide
3.7B
HK

4. source: http://brilliantmaps.com/population-circle/
?

6. source: https://en.wikipedia.org/wiki/World_population

11. B A Taidu libaba encent

13. source: http://oniixmobile.com/tag/chinese-market/

14. Did you know?

17. Find WeChat expansion 2017

18. Did you know?

19. © Copyright 2002-2015 Kaizor Innovation Limited.

21. Alibaba Group © Copyright 2002-2015 Kaizor Innovation Limited.

25. Did you know?

28. source: http://www.thephonetalks.com/xiaomi-becomes-worlds-fastest-growing-smartphone-brand-2017/

32. Founder’s Background

33. BACKGROUND
We conduct
ethnographic/user
research/user testing
in China for product
and services innovation
for the past 15 years in
1st, 2nd and 3rd Tier
cities in China.
Users ranging from:
•Self-employed
•Business owners
•Technology managers
•Sales managers
•Marketing managers
•Executive secretaries
•Government officials
•Stay-at-home moms
•College students
•Hospital staff
etc.
We’ve conducted
research in homes,
offices, retail and
captured videos and
insights evidence for
our client’s product
teams.
BEIJING
Kaizor Innovation is a strategic innovation consultancy
with over 15 years of experience helping MNCs and
Western innovation consultancies strategise their
products for the China market including:
• medical
• healthcare
• consumer electronics
• mobile payment
• internet businesses
• retail security
• luxury brands
• etc.
15years
500china homes
3000hours of videos
SHANGHAI
HONG KONG

34. OUR CLIENTS - GLOBAL

35. OUR CLIENTS - LOCAL
MENTOR / TRAIN STARTUPS & ACCELERATORS:

36. Experience / Biz Strategy 用户体验.企业策略
36
User Research 用户研究
Design Team Training 创新设计团队培训
Executive Training 企业领导层培训

37. © Copyright 2002-2005 Kaizor Innovation Limited.
Shenzhen
华东
华北
华南
大西北
华中
We’ve conducted User Research in many 1st / 2nd / 3rd Tier cities in China:
• Shanghai
• Beijing
• Hong Kong
• Shenzhen
• Guangzhou
• Dalian
• Shenyang
• Wuhan
• Tianjin
• Tangshan
• Shijiazhuang
• Nanjing
• Ningbo
• Jinghua
• Xiangshan etc. © Copyright 2002-2010 Kaizor Innovation Limited.

39. Trained over 400 entrepreneurs at 2014 Google EYE (Empowering Young Entrepreneurs) Program

41. © Copyright 2002-2012 Kaizor Innovation Limited.

43. Design Thinking In Action - Asia Conference

44. © Copyright 2002-2016 Kaizor Innovation Limited.

45. WE VISITED 18 COMPANIES IN 8 DAYS
© Copyright 2002-2016 Kaizor Innovation Limited.

47. source: http://brilliantmaps.com/population-circle/
7 Billion Worldwide
HK

48. Top 10 Differences

49. 1

50. China U.S.
1.4 Billion 300 Million
4 x

51. © Copyright 2002-2004 Kaizor Innovation Limited
ChinaU.S.
320m 1.3b:

52. © Copyright 2002-2004 Kaizor Innovation Limited
1 4.34:
ChinaU.S.

53. 2

54. Pricing

55. AirbnbMotel 268
China U.S.

59. AirbnbMotel 268$40 / $200
China U.S.

60. 3

61. Speed

62. China U.S.
Product
Development
4-6 weeks
User
Research
4-6 weeks4-6 x

63. Xiaomi started only in 2010, already US$20 billion company © Copyright 2002-2017 Kaizor Innovation Limited.

64. source:https://mobike.com/global/public/home__feature_2_image.jpg

65. source:https://mobike.com/global/public/home__feature_2_image.jpg

66. 4

67. Culture

69. Source: Richard Nisbett Culture and Cognition - Geography of Thought: How Asians and Westerners Think Differently

72. IndividualistsCollectivists
China U.S.

75. China U.S.

76. WhatsApp
mostly 1:1
WeChat
500/group500 / 1:1
China U.S.

77. WeChat WhatsApp

78. 5

79. Hierarchy
of Needs

80. Maslow Hierarchy of Needs

81. Maslow Hierarchy of Needs
American Individualists
MIT Nevis Hierarchy of Needs
Chinese Collectivists

82. WeRun

83. 6

84. Trust

85. Trust
based on
Law
Trust
based on
Relationships
Relationship v.s. Law
China U.S.

86. 1 Liner NDA 5 Pages NDA
1 Line NDA in China after User Research © Copyright 2002-2017 Kaizor Innovation Limited.

87. 7

88. Relationships

89. Community
Ingroup
v.s.
Outgroup
Us / We
China U.S.

91. Recruit Users via WeChat / Official Account

92. Pay Users via WeChat Red Packets

93. 8

94. Social
Hierarchy

95. EgalitarianHierarchical
China U.S.

96. 级别集体 vs 平等个⼈人
Hierarchy / Collectivism Equality / Individualism

98. SERVICE DESIGN
Hong Kong Post Office

99. X-Shaped
Communication
U-Shaped
Communication
China U.S.
U v.s. X

100. 五伦：君⾂臣弟⼦子
君⾂臣、⽗父⼦子、兄弟、夫妇、朋友
Confucius 5 Cardinal Relationships

101. U
⽼老老总 CEO
经理理 Manager
设计师 Designer
秘书 Secretary
U型沟通
U shape communication

102. ⽼老老总 CEO
经理理 Manager
设计师 Designer
秘书 Secretary
X型沟通
X shape communication

103. 9

104. VR／AIAP／IP
China U.S.

106. 10

107. Product Market Fit

118. WestChina HK

119. U.S.Xiaomi

120. WestHKChina

121. WestHKChina

122. WestHKChina

125. Leverage HK’s strengths
Scale to China/Globally
Mobile/
Wearable
Mass
Customization
Exporting
Chinese
Soft Power
UpcyclingSpace
Efficiency
Quality
Assurance
East
Meets West
Reinvent
Traditional
Industries
Food
Culture
Service
Speed

127. © Copyright 2002-2010 Kaizor Innovation Limited.

129. –Johnny Appleseed
“Type a quote here.”
What are your
high kicks?

130. thank you 谢谢

135. elaine.ann@kaizor.com
WeChat
www.kaizor.com

136. Questions?

137. CONTACT US
Kaizor Innovation Limited
Email: info@kaizor.com
Skype: skypekaizor
Twitter: KaizorBUZZ
Tel: 852.2297.2311
This report is copyrighted
2015 © Kaizor Innovation
All rights reserved
thank you.