China 2.0:
What’s Next For Brands In
(and Out) of China
By Jack Morton Worldwide
Introduction / 3
Three Key Trends / 4
Trend #1: Luxury / 5
Interview: Lawrence Law / 7
Trend #2: ECommerce / 10
Interview:...
/3China 2.0
Introduction
well. Almost 50 percent of Chinese enterprises
say they want their companies to be truly global
w...
3. China is the Ultimate Experience
Brand.
China is one of the world’s leading exporters,
and its next ambition is exporti...
/5China 2.0
Luxury is a key part of the China story. Today
China accounts for 12% of global demand
for luxury consumer goo...
/6China 2.0
TREND #1:
Luxury
All of this is to say that experiences are the
new luxury goods in China.
This experience-hun...
Interview #1
Lawrence Law
General Manager, Johnnie Walker House
advertising here in 1938, and in 1956 we
became the world’...
/8China 2.0
We have created many ways for people to
experience the brand, including through live
events (for both our prem...
/9China 2.0
This fits in nicely with our premiumization
strategy--moving consumers from 12 year-old
Black Label to the mor...
/10China 2.0
China is poised to become the world’s biggest
online marketplace in the next few years.
In fact, China’s Mini...
/11China 2.0
TREND #2:
ECommerce
Net-net? By 2015, ecommerce could account
for almost 10% of all retail sales in China.
Ec...
Interview #2
Daniel Zhang
President, T-Mall
How is creating an online retail brand
in China different than an offline one?...
Where do you want TMall to be in
five years?
A Tmall.com where there is something for
everyone – that is our goal! We curr...
/14China 2.0
The most populous country in the world has
come into its own as the major superpower
of the East and the worl...
/15China 2.0
TREND #3:
Brand China
They are hoping to build Brand China through
international dialogue, cultural exchange,...
Interview #3
Zheng Wen
Director, Bureau for External Cultural Relations
Ministry of Culture, PR China
decided to build up ...
/17China 2.0
But I think the impact of the Beijing Olympics has
exceeded this normal cycle. Our hope is to take
full advan...
/18China 2.0
Footnotes:
1. McKinsey, Meet the Chinese consumer of 2020, Evolving economic
profiles will continue to be the...
/19The C-Suite Project
Contact: Ben Taylor, President APAC, Jack Morton Worldwide, Beijing
T: +86 10 8569 9718
Mob: +86 13...
/20China 2.0
中国 2.0:
续谈本土及国际品牌在中国
杰客品牌体验
绪言 / 22
三个关键趋势 / 23
趋势一:高端消费 / 24
				
专访:刘明辉 / 26	
趋势二:电子商务 / 28
专访: 张勇 / 30
趋势三: 塑造国家品牌 / 32
专访:郑文 / 34
关于我们 / 36	 					...
/22中国2.0:
绪言
彭泰勒
杰客品牌体验亚太区总裁
国市场。而今,每天仍有新的国际竞争
对手加入这场精彩激烈的商战。同时,
中国本土品牌也将目光投向了国际市
场。近半数的中国企业均表示,有在十
年内真正跨上国际舞台的战略愿景。
诚然,故事...
3. 中国将成为终极的体验式品牌。
作为世界出口大国,中国寄望于在输出产品
和服务的同时,也能输出中国文化。在这个
国家,创意产业正在生龙活虎地诞生、成
长,音乐、电影、时装等领域的新锐们正在
悄然而坚定地崭露在世界面前。
我们有幸与在中国市场...
/24
高端消费是中国市场的关键部分。高盛在2012
年12月发布的一篇报告中指出,当今中国对高
端消费品的需求量占全球12%,并预测至2015
年,中国将成为世界最大的高端消费品消费市
场,占到全球的29%,份额之高,令人惊叹 。
但是花钱的...
/25
这些都表明,体验已成为中国最新的高端消费
品。
在这样一个渴求品质体验的市场大背景下,尊
尼获加尊邸完美诞生。这个在全世界只有四处
的尊邸,一处在品牌原产地苏格兰,还有一处
于今年刚刚设立在首尔。另外两处,则在上海
和北京。
母公司帝亚...
专访一
刘明辉
酩悦轩尼诗帝亚吉欧旗下尊尼获加品牌总监
尊尼获加在中国拥有悠久的品牌历史。这在
今天的中国消费者当中,产生了怎样的情愫
与共鸣呢?
建尊邸出于两个原因:
一是让尊尼获加的品牌在中国进一步提升;
二是让两百年的品牌传承与工艺在这里...
的环境中品鉴苏格兰威士忌,所以尊邸正是
如此之所在。我们也在一些二线城市举办面
对超高端客户群的晚宴讲座,这群客户年龄
较长一些,购买力也更强。
对于这些面向超高端客户的小型活动,线上
传播是扩大影响力的关键途径。这些活动如
果不为更多的人所知...
/28
趋势二:
电子商务 中国电子商务蓄势待发,有望在未来几年成为
全球最大的电子商务市场。事实上,中国工业
和信息化部已经部署计划推动电子商务在2015
年达到18万亿元人民币(28600亿美元),而
同期的美国对本国电商市场的预测仅为84...
趋势二:
电子商务
电子商务已在中国扎根生长,那些希望在中国
立足的制造商和零售商也一定不能忽略他们的
品牌在网络上的存在。目前,电子商务中仍然
是“私对私”(C2C)的模式占主体,但是“商
对客”(B2C)的市场正在快速扩张 。
在中国,电商...
专访二
张勇
天猫总裁
极佳契机。这样的网络发展趋势,有助于不
同品牌通过线上零售的方式,更快、更好地
在消费者心中构建出自己的品牌价值及影响
力。
对于线上零售销售平台而言,中国是一个什
么样的市场?与其他市场相比,中国的消费
者对于网络消费...
范、规划和构建一个中国网络购买方式以及
购买体验的综合平台,为消费者们提供个性
化、专业的消费信息以及购买渠道,同时为
不同的商家们做好自身的品牌宣传以及品牌
体验。可以说,未来的天猫就是一个连接消
费者与商家的桥梁!
在中国,您认为现在是一个...
/32
中国,这个全球人口最多的国家,如今已成为
东方超级大国、世界第二大经济体。飞速增长
的经济主要源于出口行业,目前占国内生产总
值的30% 。
输出中国文化,是为中国下一步妙棋。
今年2月,前国家主席胡锦涛宣布,要大力推动
本土的、具有出...
/33
中国希望通过国际对话、文化交流和创意输
出,来塑造国家品牌。这方面的进展成喜人的
态势。
具体可见:
• 孔子学院的建设力度不断增强,旨在海外教
授中国语言及文化。最近数据统计,世界范围
内已有858间孔子学院,其中美国设有81间 。
...
专访三
郑文
中华人民共和国文化部
对外文化联络局对外文化贸易处处长
式,如:英国文化部推出的“Think UK(创
意英国)”项目,日本文化部门产业化运作
的“Cool Japan (酷日本)”项目,以及
法国艺术行动委员会的各种推广活动等等...
一产业在国家国内生产总值中的比重提升到
5%。
如何衡量文化推广的成功与否?
我们可以通过文化体验来衡量文化推广的有
效力。比如,当你走在大街上的时候,是否
在商店橱窗里看到带有中国色彩的产品?剧
场上演的剧目中有没有中国的剧目?我们甚
至可以...
/36The C-Suite Project
需要更多信息,请联系:
Ben Taylor, 亚太区总裁,杰客品牌体验北京办公室
电话: +86 10 8569 9718
手机: +86 138 1157 1631
杰客品牌体验
杰客品牌体验是...
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Best practices for marketing to Chinese consumers

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Top trends for international brands that want to do business in China, as well as for Chinese brands looking to grow in new markets

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Best practices for marketing to Chinese consumers

  1. China 2.0: What’s Next For Brands In (and Out) of China By Jack Morton Worldwide
  2. Introduction / 3 Three Key Trends / 4 Trend #1: Luxury / 5 Interview: Lawrence Law / 7 Trend #2: ECommerce / 10 Interview: Daniel Zhang / 12 Trend #3: Brand China / 14 Interview: Zheng Wen / 16 About Jack / 19 /2China 2.0 What’s inside
  3. /3China 2.0 Introduction well. Almost 50 percent of Chinese enterprises say they want their companies to be truly global within 10 years. Of course, there is more to the story. Economists are talking about the possibility that the days of consistent 10% year on year GDP growth are ending, to be replaced by still strong—but not historic—growth rates in the coming years. Chinese enterprises face significant obstacles going global, and marketers are targeting beyond Tier 1 and Tier 2 cities within China as the engine to ignite the next round of consumer- driven economic growth. Net-net: Today’s marketers need to understand what’s happening in the Chinese market right now and, more importantly, what’s coming next, in order to be successful in China–and quite possibly outside of China as well. The story of China’s rapid growth and change is not a new one. But in case you’ve somehow missed it, here it is in a nutshell: Chinese consumers have massive spending power, and their wants and needs are quickly evolving. Globalization and increasing exposure to international travel are closing the gap between East and West at a dramatic rate. And yet, Chinese consumers expect goods, services and experiences that are unique to their specific cultural preferences. This swift growth and constant change, combined with an unprecedented number of brands coming in and out of China, make it tough to keep up, much less stay one step ahead. But that’s precisely what leading brands must do to stay relevant, on-point and top of mind in this unique market. So what’s China’s new story? While the most successful international brands operating in China have been around for a decade or more, more competitors are entering the market every day. And the homegrown Chinese brands are looking to globalize, as
  4. 3. China is the Ultimate Experience Brand. China is one of the world’s leading exporters, and its next ambition is exporting not only goods and services but Chinese culture as well. The country is cultivating a creative industry, so be on the look out for Chinese songs on the radio, movies in the theater, and fashions on the runway. We had the honor of talking with three leading figures at the heart of these trends (Lawrence Law, General Manager of Johnnie Walker House, Daniel Zhang, President of T-Mall, and Zheng Wen, Director, Bureau for External Cultural Relations, Ministry of Culture, PR China) to hear firsthand from the people at the forefront of building brands in and out of China. Here’s the bottom line: China is a mix of the old and the new, and a land of near limitless opportunity for marketers. Luxury experiences, ecommerce and redefining “Made in China” will continue to dominate the conversation in the coming years. If you’ve already accounted for these dynamics, it’s time to double down. And if you haven’t, the clock is ticking. We’d like to extend a very sincere thank you to Lawrence Law, Daniel Zhang and Zheng Wen for their time and insight. Here’s to the future, and the next chapter in China’s amazing journey. Ben Taylor President APAC Here are the three key trends we see emerging in China: 1. Experiences are the new luxury goods in China. China’s luxury market is thriving–and growing. In this global world, however, Chinese consumers are increasingly traveling overseas to buy their luxury goods. This means that luxury experiences in China are poised to become the new luxury consumer goods. Urban household income is expected to double between 2010 and 2020 , which will further fuel the luxury experience fire. 2. Chinese consumers expect brands to be as connected as they are. China’s sheer size (and therefore distance to specific shopping outlets), high mobile-device penetration and cheap broadband make the country a hotbed for ecommerce. There are an estimated 240 million internet shoppers in the country at present, and that number is increasing every day. /4China 2.0 Three Key Trends 1 2
  5. /5China 2.0 Luxury is a key part of the China story. Today China accounts for 12% of global demand for luxury consumer goods, according to a Goldman Sachs report released in December 2012. The same report predicts that by 2015 China will be the world’s largest luxury consumer market, accounting for a staggering 29% global share . But dollars saved or spent are not the sole mark of luxury in China anymore. There is a burning desire to experience the finer things in life, and have new or unique experiences that “money can’t buy”. It’s part of a greater aspiration to align oneself with the upper echelon of power players responsible for building China’s new legacy. In addition, China’s luxury market has become noticeably more crowded, leading to a more discerning class of consumers who are looking more and more to a brand’s experience to drive their choice. TREND #1: Luxury 3
  6. /6China 2.0 TREND #1: Luxury All of this is to say that experiences are the new luxury goods in China. This experience-hungry backdrop creates the perfect setting for Johnnie Walker House, which has four locations worldwide. One is located in the brand’s native Scotland and another is newly opened in Seoul. The other two? Shanghai and Beijing. Parent company Diageo says Johnnie Walker House is a response to the demand from Chinese consumers for in-depth knowledge of whiskey. These ultra-premium, ultra-lux complexes feature a bar, museum, retail outlet and members-only club for an elite 200 patrons. Perks of membership include private whiskey vaults, “whiskey-inspired” dining prepared by an in-house chef and access to the master blender (with whom you can create a personalized blend for only RMB 800,000/ US$128,000). Since the House began operating in Shanghai 2011, Diageo says sales of ultra-premium Johnnie Walker whiskey in China increased by 64 percent year-on-year. Clearly this luxury experience is resonating with the people who matter.
  7. Interview #1 Lawrence Law General Manager, Johnnie Walker House advertising here in 1938, and in 1956 we became the world’s best-selling blended Scotch whiskey. Today we are widely distributed in China and are starting to close the gap as being defined as black label to being defined as a mega brand. The brand clearly has a long and rich history. How does that history resonate with consumers here in China? We built the House for two main reasons: 1. To elevate the brand in China, and 2. To bring to life 200 years of heritage and craftsmanship We’ve also created special commemorative editions for the first time, primarily for China. These editions (1910, 1938 and 1956) are How is marketing Johnnie Walker in China different than in the rest of the world? China is a fast-paced, emerging economy in which people are still chasing their dreams. Our challenge is to make “Keep Walking” relevant to them. We do this by allowing consumers to discover what “Keep Walking” means to them, rather than defining it prescriptively for them. Keep Walking is a mantra about how you live your life – in China or elsewhere. Our biggest challenge and opportunity is that the category itself (blended Scotch whiskey) is relatively unknown, though that is rapidly changing. We were first shipped to China from Scotland in 1910, but whiskey only started to get popular here about 10 years ago. We started related to historical events and resonate well in the marketplace. Do consumers want to be educated about whiskey? Or do they just want to drink “the best”? Both. Johnnie Walker is a very proud, responsible brand. We have the responsibility to share the heritage and how to enjoy it. We provide consumers with the flavors they enjoy, and the ability to understand and talk about what they are experiencing. It’s not just about showing, but knowing. When we share our heritage craftsmanship with consumers, we also give people the right tools and notes so that they can pass it on to friends. /7China 2.0
  8. /8China 2.0 We have created many ways for people to experience the brand, including through live events (for both our premium and ultra-premium segments) and online. What is the brand experience like for the entry-level premium segment? The entry-level premium segment is growing quickly as younger people join the franchise. We reach this group by creating high-energy brand experiences and communications around assets like our music platform and bartenders. From a social media perspective, we ask these consumers to engage with us – they submit their ideas and we can view them online. Is your familiarity strong? China is a big place. But in Tier One, yes, we have very high awareness. Are you focused on engaging consumers in Tier One, or are you expanding to Tiers Two and Three? We want to get into emerging cities, but we’ve made a strategic decision to focus on Tiers One and Two right now. Tell us about the Johnnie Walker brand experience. Overall we want to be an aspirational brand. As people change their lifestyle, or move on to a different life stage, they look for new experiences. They try new things. We want people to aspire to drink ultra-premium Scotch. What about for the ultra-premium market? Experiences are more personal in ultra- premium market (3000 RMB and more). We employ more one-to-one marketing and relationship marketing techniques in this market. Our ultra-premium segment appreciates scotch in a high-end, luxury setting, so we use the Johnnie Walker House to reach them. We also hold mentoring dinners in secondary cities that attract an ultra-premium audience-- an older crowd that is experienced with spirits and has higher spending power. We view digital as an amplifying tool for ultra-premium events. These events are not famous unless people know about them, and digital truly has the ability to do that.
  9. /9China 2.0 This fits in nicely with our premiumization strategy--moving consumers from 12 year-old Black Label to the more ultra-premium Scotch whiskeys. We want people to hear about it and think “I wish I could have been there.” rather than, “I can go there!” or “Let’s go there now.” We’re creating a sense of envy, but we have to be careful because we don’t want to turn consumers off. Tell us more about how the Johnnie Walker House fits into your brand experience plan. The Johnnie Walker House is for ultra-premium customers, which means that the general public doesn’t generally interact with it. The public is occasionally invited to specific events at Johnnie Walker House Beijing, but it is still quite restricted. Right now we cater to the tip of the iceberg, but we want to start widening the reach. The next step is to allow premium, occasional luxury consumers to enjoy the Johnnie Walker House as well.
  10. /10China 2.0 China is poised to become the world’s biggest online marketplace in the next few years. In fact, China’s Ministry of Industry and Information Technology has laid out plans to drive the online shopping industry to 18 trillion yuan ($2.86 trillion USD) by 2015. (For reference, the US forecast for this same period is $84 billion USD). According to its Ecommerce 12th Five-Year Plan (2011-2015) report, the staggering goal is possible due to rapidly developing mobile Internet, cross-border trade, and growth in the online payment industry. Add in the meteoric growth of the middle class and the spread of government-subsidized, high- speed Internet access and you have the “perfect storm” of ecommerce. TREND #2: ECommerce 4
  11. /11China 2.0 TREND #2: ECommerce Net-net? By 2015, ecommerce could account for almost 10% of all retail sales in China. Ecommerce is here to stay in China and manufacturers and retailers hoping to have a presence in the country need to do so online as well. Currently the market is dominated by consumer-to-consumer (C2C) selling, but business-to-consumer (B2C) market is quickly gaining ground. There is no shortage of ecommerce sites competing in China (latest counts show around 2,000), but, Alibaba-owned TMall is the clear market leader in B2C sites, with almost 50% market share. TMall began as an offshoot of Taobao.com (an iconic C2C site), but has grown into the “Amazon of China”--a B2C platform where shoppers can buy pretty much anything, from Lamborghinis to electronics to fashion. In the world’s fastest-growing sector of the fastest-growing market, TMall is the one to watch. 5 6 7
  12. Interview #2 Daniel Zhang President, T-Mall How is creating an online retail brand in China different than an offline one? An online brand is not limited by physical locations and therefore allows more people to engage with it. Another advantage of an online brand is its potential to build brand advocates. Online communication platforms inherently facilitate interaction between people, and allow brands to build value and volume among consumers in a more effective and efficient way. Have Chinese consumers embraced online shopping? Compared to many other markets, Chinese consumers have generally shown a stronger demand for online shopping. Tmall.com was founded in 2008. How was the brand perceived then versus now? At first, the general public didn’t understand the difference between Tmall.com and Taobao. com. We were seen as part of Taobao.com, the famous C2C platform, or as an attempt by Taobao.com to enter the B2C market. However, as time went by and consumers discovered and accepted new ways to shop, their demand for online shopping grew. At the same time, we launched a series of marketing campaigns to build the Tmall brand. Consumers became familiar with Tmall.com’s unique brand positioning and differentiation from other online shopping platforms. There are various reasons for this demand. First, it is still a challenge for traditional brands to maintain consistency in such a vast and dynamic country. To achieve the same brand coverage rate as in other countries, they have to invest money and resources, adding pressure to companies’ capital and management. Online shopping is also more convenient and consistent and often preferred by consumers. Online consumption in China is growing rapidly, especially among the young generation, also known as the Internet generation. In the most developed “Tier One Cities” (Beijing, Shanghai, Guangzhou and Shenzhen), the percentage of the Internet population that shops online is over 40 percent. We believe the shift toward online shopping will continue to spread quickly. /12China 2.0
  13. Where do you want TMall to be in five years? A Tmall.com where there is something for everyone – that is our goal! We currently have 500,000,000 members; they are our greatest asset. We want to be a great platform for these members to communicate with each other and the world. The Chinese ecommerce market has huge potential, and I think it will reach a brand new level in the next three to five years. Tmall. com will lead the way in the industry, offering customized information and products for shoppers. We will continue to provide an excellent experience for both businesses and shoppers, acting as a bridge between the two. What advice do you have for international ecommerce brands entering the Chinese market? They need to understand the Chinese consumers’ culture and shopping habits first. Once they truly understand the local consumers they can take the next step of entering the market. Can you share any case studies of luxury brands doing ecommerce right in China? We don’t see many successful luxury shopping websites out there right now. I think luxury goods are very unique. Their brands are inherently attached to a great shopping experience, and the current ecommerce platforms don’t provide that same exclusive experience and treatment. Luxury ecommerce still has a long way to go in China. /13China 2.0
  14. /14China 2.0 The most populous country in the world has come into its own as the major superpower of the East and the world’s second largest economy. This rapid economic expansion has been fueled mainly by exports, which currently constitute 30% of its GDP. The next frontier? Exporting Chinese culture itself. In February, President Hu Jintao announced that his government was investing heavily in homegrown, exportable cultural programming. The authorities know that selling the world on Chinese culture is critical to solidifying China’s global position, and they are committing real resources to making it happen. TREND #3: Brand China 8
  15. /15China 2.0 TREND #3: Brand China They are hoping to build Brand China through international dialogue, cultural exchange, and creative output. And they are making headway. Consider that • Investment in the Confucius Institute, centers that teach Chinese language and culture, continues to grow. At last count there were 858 Confucius Institute facilities worldwide, including 81 in the US. • Relativity Media recently created a $100 million fund and partnership with Chinese film companies. • 80,000 students graduated from Chinese art schools in 2010 (up 15 times from 10 years ago). • The number of Chinese patent applications has soared past those of the US in recent years. China’s leaders know that the country’s economic future depends on its ability to nurture the creative industry. Of course, unique barriers like the firewall, bureaucracy and indifference for intellectual property won’t make things easy. But by the end of the decade, there is a good chance you’ll be singing Chinese songs, watching Chinese movies and buying products not only made, but invented, in China. This is the country that gave us paper, gunpowder and math, after all. All eyes are on them to see what they do next. 9 10 11 12
  16. Interview #3 Zheng Wen Director, Bureau for External Cultural Relations Ministry of Culture, PR China decided to build up acrobatics as one of China’s national cultural icons. The “Think UK” program by the Ministry of Culture in U.K., the “Cool Japan” program by the Cultural Department of Japan, and promotional activities by the French Art Action Commission have given us inspiration for the implementation of this program. Tell us about an event celebrating Chinese culture that was particularly remarkable. First of all we need to define “culture.” Behind the surface of every culture appearance is the richness of a whole civilization. To us, written language is the core of our civilization, especially Chinese characters. They are a kind of art unto themselves. So we planned a global tour to promote the Chinese written language. What are your duties as director of the Bureau for External Cultural Relations? Currently, my main duties are to promote the international marketing of the Chinese cultural industry and to enhance the image of Chinese culture on the international stage. We are also working on a long-term plan to build a brand for our national culture. What does “building a brand for our national culture” mean to you? China’s Ministry of Culture has already begun building cultural programs as independent brands to market them internationally. Many countries have cultural icons of their own, such as the movie industry in the U.S. or the animation industry in Japan. When we considered China’s heritage and its present-day situation in China, as well the aspects of Chinese culture that are known around the world, we During the tour, we found that people were passionate and curious about Chinese culture. I remember being in Bulgaria and, just as the event was ending, a local staffer asked me to write his Chinese name on rice paper as a souvenir. When I lifted my brush, other visitors and staff spontaneously formed a long queue behind him, all wanting to get their Chinese names on rice paper. We had to continue writing names until we ran out of the rice paper. Of course the most impressive example was the Beijing Olympics Opening Ceremonies on August 8, 2008. It was a ceremony that celebrated Chinese culture’s first step onto the world stage. The opening and closing ceremonies became a global symbol of Chinese history, culture and civilization told through a visual language. /16China 2.0
  17. /17China 2.0 But I think the impact of the Beijing Olympics has exceeded this normal cycle. Our hope is to take full advantage of the recognition we received and maintain our momentum with international investors. How is the cultural industry changing as China modernizes? Cultural marketing is an important part of our country’s transformation as a whole. One of the ways we are enhancing our cultural image is by gradually moving from the traditional government planning and investment model to a commercial model. Many countries have cultivated creative industries that contribute appreciably to their national economy. In the U.S., 50 percent of the G.D.P. comes from the creative industry; in France, 12 percent; in the U.K. eight percent. China is currently at 2.8 percent. How did the Beijing Olympics Games impact the world’s image of Chinese culture? Our image was greatly enhanced through the Beijing Games. That moment was not just the opening ceremony of a sporting event – it had a much greater cultural significance. Over four billion people around the world watched as we showcased the modern China. An amazing visual journey of Chinese culture was brought to life through a combination of art and technology. The successful hosting of the Games gave athletes, event organizers and audiences around the world a completely new perception of China. Generally speaking, the host city tends to enjoy a four-year cycle in terms of the Games’ economic and cultural impact. Our goal is to build the creative industry into a backbone of our national economy, specifically to increase our creative industry revenue to five percent of our G.D.P. How do you measure success? We can measure our effectiveness in terms of cultural experience. When you walk down the street, are there Chinese products in the store windows? Are there Chinese shows in the theaters? Do the latest fashions feature Chinese materials like porcelain and silk? Currently, American culture is the most widely disseminated in the world. Comparably, the dissemination of Chinese culture is still at a relatively preliminary stage. One of the factors in this disparity is language. Chinese culture needs to undergo translation before it can be understood in western markets,
  18. /18China 2.0 Footnotes: 1. McKinsey, Meet the Chinese consumer of 2020, Evolving economic profiles will continue to be the most important trend shaping the market. March 2012 2. BizReport, Report: Why retailers need to be aware of Chinese shoppers, March 01, 2013 3. Worldwatch Institute, Luxury Spending: China’s Affluent Entering “Enjoy Now” Phase of Consumption 4. China Daily, E-commerce to make even bigger gains, March 28, 2012 5. Boston Consulting Group 6. Source: ATKearney, China’s E-Commerce Market: The Logistics Challenge 7. Mashable, Ecommerce in China: How the World’s Biggest Market Buys Online 8. TradingEconomics.Com 9. The Daily Beast, China’s Next Big Export: Creativity and Culture. Nov 22, 2012 10. The Hollywood Reporter, Relativity Media Launches Strategic Partnership in China, Aug 14, 2011 11. The Daily Beast, China’s Next Big Export: Creativity and Culture 12. Reuters, Chinese Inventors Take Patent Crown From US, Dec 11, 2012 physical resources. We are confident that we can create a cultural image and industry that rivals the best in the world. As China’s deputy foreign minister, Fu Ying, said “China is ready to embrace the world and integrate into the world.” and that translation process can diminish the content and impact of the original message. That being said, I still believe that Chinese culture has a bright future on the international stage. As mentioned, the Olympic Games was a great example of how Chinese culture can visually intrigue international audiences. The best measurement for cultural dissemination and adoption is the supply and demand of the market. In your mind, how does China want to be seen in front of the world? China is an important part of the global economy as well as a rapidly developing power in Asia. Enhancing and deepening China’s recognition throughout the world will require a long-term investment of money, people and
  19. /19The C-Suite Project Contact: Ben Taylor, President APAC, Jack Morton Worldwide, Beijing T: +86 10 8569 9718 Mob: +86 138 1157 1631 About Jack Morton Jack Morton Worldwide is a global brand experience agency with offices on five continents. Our agency culture promotes breakthrough ideas about how experiences connect brands and people – in-person, online, at retail and through the power of digital and word of mouth. We work with both BtoC and BtoB clients to create powerful and effective experiences that engage customers and consumers, launch products, align employees and build strong experience brands. Ranked at the top of our field, we earned over 50 awards for creativity, execution and effectiveness last year. Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). © Jack Morton Worldwide 2013 Talk to Jack To read our earlier white papers, visit our Slideshare channel at slideshare.net/jackmortonww WHITE PAPERS JACK Contact: Liz Bigham, SVP, Director of Brand Marketing E: liz_bigham@jackmorton.com T: +1 212 401 7212 Read our blog at blog.jackmorton.com Follow us on twitter @jackmorton Visit us online at jackmorton.com
  20. /20China 2.0 中国 2.0: 续谈本土及国际品牌在中国 杰客品牌体验
  21. 绪言 / 22 三个关键趋势 / 23 趋势一:高端消费 / 24 专访:刘明辉 / 26 趋势二:电子商务 / 28 专访: 张勇 / 30 趋势三: 塑造国家品牌 / 32 专访:郑文 / 34 关于我们 / 36 /21 目录 中国2.0:
  22. /22中国2.0: 绪言 彭泰勒 杰客品牌体验亚太区总裁 国市场。而今,每天仍有新的国际竞争 对手加入这场精彩激烈的商战。同时, 中国本土品牌也将目光投向了国际市 场。近半数的中国企业均表示,有在十 年内真正跨上国际舞台的战略愿景。 诚然,故事也有另外一面。经济学家 指出,连年的国内生产总值增长超 10%的日子将成为历史,取而代之的 是仍然势头强劲(虽然不足载入史 册)的持续增长。 中国企业走向世界的远途中充满艰难 险阻;与此同时,市场营销家们开始瞄 准中国一二线城市之外的市场,蓄势 待发,投入消费者引领的新一轮经济 飞涨。 今天的市场营销专家,须知在中国市 场上最火的是什么,更重要的是,接下 来要火的是什么,这是确保在中国市 场成功的关键,也很可能带来其在中 国之外市场的成功。 提及中国的迅猛发展,并不是一个标 新立异的话题。 但如果你对此现象尚未注目,我们可 以在这里速速概览一番:在令人咋舌 的强大购买力背后,中国人的消费诉 求正在悄然而迅速地演变着。全球化 趋势和日益繁忙的国际旅行,正以空 前之势拉近着东西方的距离。有趣的 是,在这样的全局下,当购买产品、服 务、体验时,中国消费者仍会不约而同 地对其加以独特的文化审视和考量。 市场飞速发展、持续变化,加之空前 之多的国际品牌涌入中国、中国品牌 迈向国际,在这样的大潮中,品牌欲 在中国立足谈何容易,而要成为其间 的弄潮儿,则更是难上加难。而这恰 恰是领军品牌要做的功课,在这个独 特的市场上,接好地气,眼光敏锐,思 路精准,引领潮流。 中国市场,今昔是何年? 如今成功活跃在中国市场上的很多国 际品牌,十年前甚至更早就已进军中
  23. 3. 中国将成为终极的体验式品牌。 作为世界出口大国,中国寄望于在输出产品 和服务的同时,也能输出中国文化。在这个 国家,创意产业正在生龙活虎地诞生、成 长,音乐、电影、时装等领域的新锐们正在 悄然而坚定地崭露在世界面前。 我们有幸与在中国市场上引领这三方面趋势 的领军人物(他们分别是酩悦轩尼诗帝亚吉 欧旗下尊尼获加品牌总监刘明辉、天猫总裁 张勇、中华人民共和国文化部对外文化联络 局对外文化贸易处处长郑文)深刻探讨了以 上话题,在此分享他们在中国市场前沿、引 领国际或本土品牌出入中国的第一手资料。 我们可以肯定的是: 中国是一个古与今并生的国家,在这片土地 上,机遇无限,市场广阔。高端体验消费、 电子商务和重释“中国制造”将成为未来一 段时间内的主导话题。 如果你已经在关注这些趋势,那么这将是重 温主流和发掘新动态的机会;如果你还未开 始思考这些命题,那么请在瞬息万变之中加 快脚步吧。 我们由衷地感谢刘明辉、张勇、郑文先生, 他们的时间和灼见,都是无价的。 让我们为未来举杯,也为中国精彩纷呈的前 路。 纵观中国市场,可看到三个关键趋势: 1. 在中国,体验成为高端消费的新宠。 中国的高端消费品市场正在蓬勃发展。而在 全球化进程日益加深的今天,中国消费者到 海外购买奢侈品的行为不断升温。这促使高 端消费体验有望成为中国市场的奢侈品消费 新宠。在2010年至2020年之间,城市家庭 收入预计将增长一倍 ,这无疑将为高端体验 消费注入更强劲的动力。 2. 中国消费者期待品牌也像他们自己一样, 热衷于网络的便捷高效。 中国地域广阔(所以去往购物商场的平均距 离也偏长),移动通讯普及率高,宽带设备 相对廉价,这一切都为电子商务的萌发和成 长提供了绝佳环境。当今,中国拥有约2.4 亿网购大军 ,而这个数字每天都在增加。 /23 三个关键趋势 中国2.0: 1 2
  24. /24 高端消费是中国市场的关键部分。高盛在2012 年12月发布的一篇报告中指出,当今中国对高 端消费品的需求量占全球12%,并预测至2015 年,中国将成为世界最大的高端消费品消费市 场,占到全球的29%,份额之高,令人惊叹 。 但是花钱的多少已不是如今中国高端消费的风 向标了。中国的高端消费人群,渴望着生活中 的精致体验,感受那些独特新颖的、金钱买不 到的无价瞬间。这也源于他们对一个高尚阶层 的向往与共鸣,这个阶层里的人,是建设社会 的中流砥柱,谱写着这个国家激动人心的新乐 章。 另外,中国的高端消费品市场已显拥挤,这使 得眼光更加挑剔敏锐的消费者阶层开始另辟蹊 径,更多地去探寻品牌体验本身的价值和品 质,确保他们的消费选择保持高端。 趋势一: 高端消费 中国2.0: 3
  25. /25 这些都表明,体验已成为中国最新的高端消费 品。 在这样一个渴求品质体验的市场大背景下,尊 尼获加尊邸完美诞生。这个在全世界只有四处 的尊邸,一处在品牌原产地苏格兰,还有一处 于今年刚刚设立在首尔。另外两处,则在上海 和北京。 母公司帝亚吉欧称,尊尼获加尊邸是针对中国 消费者对威士忌深层文化的渴求应运而生的。 这座极致高尚、华美的尊邸,设有酒吧、博物 馆、高端消费品零售店和仅限200名尊贵会员 的会所。 会员除了独享私人藏酒柜之外,还可享用由尊 邸厨师成就的威士忌灵感臻宴,并与尊尼获加 首席调酒师亲身交流(他可为你量身调制属于 你的独家威士忌,价格为人民币80万元,或美 金12万8千元)。 自从2011年尊邸在上海落成,帝亚吉欧称, 顶级尊尼获加在中国的销量较去年同期增长了 64%。 显然,这样的高端奢华体验,在这里寻到了知 音。 趋势一: 高端消费 中国2.0:
  26. 专访一 刘明辉 酩悦轩尼诗帝亚吉欧旗下尊尼获加品牌总监 尊尼获加在中国拥有悠久的品牌历史。这在 今天的中国消费者当中,产生了怎样的情愫 与共鸣呢? 建尊邸出于两个原因: 一是让尊尼获加的品牌在中国进一步提升; 二是让两百年的品牌传承与工艺在这里重 现。 我们还首次推出了纪念版尊尼获加,主要为 中国而设计。这个“荣耀时代”系列(包括 1910,1938,1956三款)以当年历史事件 为灵感调制,在中国市场引起广泛共鸣。 消费者是否对威士忌文化怀有兴趣?还是只 求喝到“最好的”威士忌即可? 二者兼具。尊尼获加是一个很有荣誉感和责 任感的品牌。我们有责任与消费者分享威士 忌的历史和文化,以及如何充分地享受威士 忌带来的体验。 就尊尼获加的品牌形象和市场营销而言,中 国市场与其他市场有何不同? 中国是一个高速发展的新兴市场,这里的人 们还在探寻自己的梦想。我们的挑战是如何 让“永远向前(Keep Walking)”这句品牌 精神与他们息息相关。所以我们给了消费者 自由,让他们去发掘这句话带给他们的灵感 与触动,而没有主观地去帮他们定义。“永 远向前”是一种生活姿态——无论在中国还 是别处。 我们最大的挑战和机遇,是这一类酒(调配 型苏格兰威士忌)在中国还相对陌生,尽 管这一点正在飞速地改变着。说起威士忌 在中国逐渐流行,还是近十年来的事,而 尊尼获加早在1910年即从苏格兰来到了中 国。1938年,我们开始在中国正式投放广 告,1956年成为世界最畅销的调配型苏格兰 威士忌品牌。如今,尊尼获加在中国广泛销 售,并在品牌认知方面逐步从大家熟知的“ 黑牌”转变为一个真正的超级大品牌。 我们帮助消费者选择最适合他们的口味,并 引导他们如何去感受和描述他们的体验。这 并非炫耀,实是求知。当我们与消费者分享 品牌的历史和工艺时,也向他们介绍相关的 词汇、知识,以帮助他们日后在社交场合, 可以娓娓道来自己的威士忌情结。 尊尼获加在中国的品牌认知度如何? 中国是个过于广袤的范畴。目前,在一线城 市,我们的品牌认知度是极高的。 你们计划集中精力巩固一线城市消费者,还 是向二、三线城市拓展? 我们希望能够拓展到一些新兴城市。但是目 前的战略决策是专注于一线和二线城市。 请谈一谈尊尼获加的品牌体验。 总体而言,尊尼获加希望成为一个满怀理 想、心系前路的品牌。当人们经历着生活方 /26中国2.0:
  27. 的环境中品鉴苏格兰威士忌,所以尊邸正是 如此之所在。我们也在一些二线城市举办面 对超高端客户群的晚宴讲座,这群客户年龄 较长一些,购买力也更强。 对于这些面向超高端客户的小型活动,线上 传播是扩大影响力的关键途径。这些活动如 果不为更多的人所知,则并不能充分发挥影 响力,所以线上传播的能力由此彰显出来。 可否深入谈一下尊邸在尊尼获加整个品牌体 验计划中的位置。 尊邸是面向超高端客户群的会所,这意味着 通常情况下普通公众无法接触到它。虽然北 京尊邸也会在某些活动中邀请公众参加,但 仍是非常私密的去处。 现在尊邸的客户群仅是一个开始,我们会适 度扩大这个群体。今后我们将邀请那些高端 区、偶尔进行高端消费的人群来到尊邸,享 受尊尼获加的品牌体验。 这与我们的品牌高端化策略相辅相成:我们 希望将喜爱12年黑牌尊尼获加的顾客发展为 崇尚超高端苏格兰威士忌的人群。我们希望 人们闻听尊邸举办的活动时,心想“我要是 式的变革,或生活新篇章的开启,他们会探 寻新的体验和感知。他们会尝试新鲜的事 物。我们希望在这样的时刻,他们会向往一 杯馥郁醇香的极品威士忌。我们为大家创造 了很多体验尊尼获加品牌的途径,包括一些 品牌体验活动(针对高端及超高端系列)和 网上活动。 针对高端中比较入门的酒系,尊尼获加的品 牌体验是怎样的? 这部分客户群随着年轻人的加入而增长迅 猛。我们创造充满活力的品牌体验来吸引目 标群体,也通过我们的音乐平台和酒吧调酒 师来与他们沟通。 在网络社交媒体方面,我们与消费者互动, 邀请他们将自己的创意和理念通过网络与我 们分享。 那么针对超高端极品的酒系呢? 超高端的酒系(人民币3000及以上)的品牌 体验会做得更加私密一些。我们通常采用一 对一的营销方式,关注与客户的关系建立和 巩固。 我们的超高端酒系客户群,推崇在奢华幽雅 能去就好了”,而不是“我可以考虑参加” 或“我们一起去参加吧”。我们希望营造一 丝艳羡向往的情绪,但同时需要注意不要过 分,以免让消费者完全放弃而失去兴趣。 /27中国2.0:
  28. /28 趋势二: 电子商务 中国电子商务蓄势待发,有望在未来几年成为 全球最大的电子商务市场。事实上,中国工业 和信息化部已经部署计划推动电子商务在2015 年达到18万亿元人民币(28600亿美元),而 同期的美国对本国电商市场的预测仅为840亿美 元。 根据《电子商务“十二五”发展规划》(2011- 2015),这个高度惊人的目标是有可能实现的, 这归功于高速发展的移动上网、国际贸易和网 上支付的便捷化。 加之呈现雨后春笋之长势的中产阶级,以及政 府补贴高速网络的建设,电商的蓬勃疯长已成 必然。 预计至2015年,中国的电子商务将占全国零售 额的近10% 。 中国2.0: 4 5
  29. 趋势二: 电子商务 电子商务已在中国扎根生长,那些希望在中国 立足的制造商和零售商也一定不能忽略他们的 品牌在网络上的存在。目前,电子商务中仍然 是“私对私”(C2C)的模式占主体,但是“商 对客”(B2C)的市场正在快速扩张 。 在中国,电商网站的竞争不乏激战(最新数据 统计达2000家购物网站),而阿里巴巴旗下 的天猫在B2C网站中遥遥领先,占市场份额的 近50% 。 天猫由淘宝网(中国标志性的C2C电商网 站)的分支发展而来,今日已然成为“中国的 亚马逊”,在这个B2C网购平台上,消费者可 以买到从兰博基尼到电子产品再到时装的一切 商品。 在这个全球发展最快的市场中发展最快的领 域,天猫值得我们大家关注。 /29中国2.0: 6 7
  30. 专访二 张勇 天猫总裁 极佳契机。这样的网络发展趋势,有助于不 同品牌通过线上零售的方式,更快、更好地 在消费者心中构建出自己的品牌价值及影响 力。 对于线上零售销售平台而言,中国是一个什 么样的市场?与其他市场相比,中国的消费 者对于网络消费的接受度如何? 与其他很多国家相比,中国的消费者怀有更 加强烈的网络购买需求,这为电子商务的发 展提供了巨大的推动力。形成这种强烈市场 需求的原因很多,比如,目前中国的传统( 线下)零售业与境外相比,在品牌信息传 播、产品服务等的品质保证方面存在一定差 距,而在这样一个地域广袤、文化观念多样 的国家提高品牌覆盖率,需要付出比其他市 场更多的资金和精力,这对于很多品牌而 言,是巨大的压力。所以,很多消费者会偏 爱网购这种方便快捷、无地域差异的购物方 式。 成立于2008年的天猫,如今已是阿里巴巴旗 下的一员大将。您现在回想起来,这个品牌 在消费者心中的最初印象是怎样的? 最初,天猫给大众的印象就是淘宝这个C2C 平台的一部分,是淘宝对于B2C的一次尝 试。当时大家并不是特别了解淘宝与天猫之 间的区别。随着时间的推移,消费者在愈发 了解并接受不同类型的消费方式,并在不断 地加强、加深对于网络购买的需求。在一系 列塑造天猫品牌形象的市场营销活动之后, 他们逐渐清楚了天猫的定位以及天猫与其他 电子商务网站之间的区别。 您认为构建一个线上(网络)零售品牌与构 建一个线下(实体)零售品牌的区别何在? 相比于线下零售品牌的构建,线上品牌的最 大区别,或者说优势,在于其不受地域的限 制,从而可以通过互联网触及更多、更广的 消费者。其次是线上口碑传播的力量:人际 之间线上互动的不断发展是网络消费提升的 目前中国的网络消费处于一个井喷的发展状 态,特别是年轻的新一代。在中国的一线城 市(北京、上海、广州、深圳),网络购物 消费者的渗透率(网上购物人群除以互联网 人口)达到了40%以上。换句话说,新一代 就是互联网的一代,具有无限的发展前景。 这种消费习惯具有“病毒性”,我们相信其 影响力会像滚雪球一样越来越大。 您认为国际电子商务品牌进入中国电子交易 市场的最佳方式是什么? 国际电商品牌如果想进入中国的电子消费市 场,前提是加深对中国消费者的文化及消费 习惯的研究和理解。只有真正了解当地消费 者的需求和想法,才可以考虑下一步,如何 进入中国消费市场。 /30中国2.0:
  31. 范、规划和构建一个中国网络购买方式以及 购买体验的综合平台,为消费者们提供个性 化、专业的消费信息以及购买渠道,同时为 不同的商家们做好自身的品牌宣传以及品牌 体验。可以说,未来的天猫就是一个连接消 费者与商家的桥梁! 在中国,您认为现在是一个打开线上高端消 费品交易大门的好时机吗?有没有一些成功 的线上高端消费品交易案例与我们分享? 目前,这方面的成功案例还很少,只有个别 高端消费品奥特莱斯网站反响尚佳。 我认为高端消费品具有很强的特殊性,其品 牌价值附带了很多很强的消费者购买体验。 目前的网络消费市场尚未找出一个合适的平 台或者方式让消费者可以在线上享受到线下 的尊贵体验,单纯的陈列方式很难打动高端 消费品消费者。所以高端消费品销售网站还 需要走比较长的路,去摸索,去实践。 您希望五年后的天猫是怎样的?您预计整个 电子商务的发展趋势又是怎样的? 千人千面的天猫,这是我们的目标!一个充 满个性化的天猫。我们拥有五个亿的会员, 他们是我们最重要的财富。天猫将会为此努 力地将自身构建成一个高效优势的会员沟通 交流的平台。 中国电商市场存在着巨大的潜力,我相信近 三五年内还会达到一个全新的高度。天猫在 这里起到的作用是行业的楷模,致力于规 /31中国2.0:
  32. /32 中国,这个全球人口最多的国家,如今已成为 东方超级大国、世界第二大经济体。飞速增长 的经济主要源于出口行业,目前占国内生产总 值的30% 。 输出中国文化,是为中国下一步妙棋。 今年2月,前国家主席胡锦涛宣布,要大力推动 本土的、具有出口价值的文化节目。 政府很清楚,要巩固中国的全球地位,输出中 国文化至关重要,所以在此方面的资源投入也 很用心。 趋势三: 塑造国家品牌 中国2.0: 8
  33. /33 中国希望通过国际对话、文化交流和创意输 出,来塑造国家品牌。这方面的进展成喜人的 态势。 具体可见: • 孔子学院的建设力度不断增强,旨在海外教 授中国语言及文化。最近数据统计,世界范围 内已有858间孔子学院,其中美国设有81间 。 • 相对论媒体公司最近创建一亿美金的基金, 与中国电影公司合作 。 • 2010年,中国艺术类院校毕业生达8万人, 较10年前增长15倍 。 • 近年来,中国申请专利数量已飙升超过美国 。 中国领导人深知,未来的国家经济有赖于对创 意产业的重视和培养。诚然,在网络自由、体 制结构和知识产权等方面的现状,仍会给创意 产业的前路带来些许挑战。 尽管如此,如果在2020年之前,全世界都听着 中国音乐,看着中国电影,用着不仅是“中国 制造”、更是“中国研制”的产品,也并不是 很难想象的情景。 毕竟,这是给了世界造纸术、火药和算术的国 度,对于她的未来,我们拭目以待。 趋势三: 塑造国家品牌 中国2.0: 9 10 11 12
  34. 专访三 郑文 中华人民共和国文化部 对外文化联络局对外文化贸易处处长 式,如:英国文化部推出的“Think UK(创 意英国)”项目,日本文化部门产业化运作 的“Cool Japan (酷日本)”项目,以及 法国艺术行动委员会的各种推广活动等等。 您筹办、参与了许多推广中国文化的国 际交流活动。在所有的活动中,有没有 一个让您印象特别深刻的成功案例与我 们分享? 我想,首先要定义文化是什么。我觉得文化 的背后就是文明。那么文明的核心是什么? 我想文字就是文明的核心,特别是中国的汉 字,它本身就是一种艺术。所以我们曾策划 过一个介绍、展示中国汉字的全球巡回展, 这其间发生了一些令我印象深刻的故事。 在这次活动中,我们发现大家都对中国文化 抱有很强的求知欲,并对这次展览怀有高度 的热情。我记得在保加利亚的展览过程中, 在活动即将结束之际,一位当地的工作人员 请我将他的名字翻译成汉字并用笔墨纸砚将 作为文化部对外文化联络局对外文化贸 易处的处长,您的主要职责是什么? 目前,我的主要职责是推动中国文化产业的 国际营销,提高中国文化在国际领域的形 象,同时努力实现将国家的文化形象打造为 一个品牌进行管理运营这一长远规划。 就将国家文化形象打造为品牌进行管理 运营,可否具体介绍一下。 目前,中国文化部已着手将部分文化项目打 造成为独立品牌,以商业的模式运营在全球 中推广,例如中国的杂技。许多国家都拥有 自己的文化名片,比如美国的电影产业,日 本的动漫产业等。就中国而言,综合考虑到 我国的发展现状及我国文化市场在国际中的 认知度,我们考虑将中国的杂技培养成中国 的文化名片。 在执行过程中,很多经营的理念和模式都借 鉴了国际上成功的国家文化部门的运营方 他的中国名字写在宣纸上以作纪念。当我提 起毛笔时,发现当地的游客以及工作人员竟 然自发地排起了长队,都希望将自己的名字 以汉字的方式留在宣纸上作为纪念。我们就 一直持续这一“活动”直到携带的宣纸全部 用完为止。 当然,要说最成功、最难忘的中国文化推广 活动,还要属2008年8月8日的北京奥运会 开幕式。那是中国文化踏上世界舞台的惊艳 一刻。开闭幕式成为了一个文化标志,通过 视觉语言彰显了中国历史文化文明的独特魅 力。 对于中国文化在全球的认知与美誉度, 北京奥运会产生了什么样的作用? 通过北京奥运会的成功举办,中国文化的形 象得以大大提升。对我们而言,开幕式不仅 仅是一个体育盛事的开幕,更具有影响深远 的政治意义。 /34中国2.0:
  35. 一产业在国家国内生产总值中的比重提升到 5%。 如何衡量文化推广的成功与否? 我们可以通过文化体验来衡量文化推广的有 效力。比如,当你走在大街上的时候,是否 在商店橱窗里看到带有中国色彩的产品?剧 场上演的剧目中有没有中国的剧目?我们甚 至可以将文化消费理解为是一种时尚消费。 比如瓷器和丝绸,在历史中都曾经是一种时 尚消费。 目前,美国文化在全球的推广和渗透是最成 功的。相比之下,中国的文化产业还处于相 对初期的阶段。造成这种差距的因素很多, 比如语言的障碍。传统的中国文化往往经过 多次翻译诠释,才能被西方市场和受众真正 理解,这个过程势必导致了文化内容的衰 减。 但是,我们认为,只要找准一点,中国的文 化在国际市场依然有着良好的前景。奥运会 就是一次成功的通过视觉语言的翻译将现代 中国文化带出去,得到国际消费者认可与消 费的成功案例。因此,我们认为文化商业性 就是最好的衡量标准,供需关系就是最好的 衡量方式。 全球超过四十亿观众通过开幕式看到了一个 现代化的中国。具有中国特色的视觉艺术表 现手法,与现代高科技的表现手段相结合, 演绎出博大精深的现代中国文化,让国内外 的参赛选手、赛事组织者和全世界的观众对 中国有了全新的认识。 通常而言,奥运会有一个四年的效应轮回。 但是我认为北京奥运会的成功举办将中国的 文化形象带上了一个新的台阶,超越了传统 认知的四年效应轮回。我们希望充分利用奥 运盛事获得的国际认知度,保持住惯性。发 展的终极目标是文化。中国在世界上的卖点 也是文化,它的多样性与特殊性将继续帮助 中国保持国际投资的高热度。 伴随着中国的现代化,文化产业发生着 怎样的变化? 可以这样说,文化营销也是我们工作转型的 一个重要部分。我们在努力尝试将文化建设 由传统的国家规划投入慢慢转向通过商业模 式来提高中国的文化形象。 世界上有很多国家和地区将创意经济打造为 国家国民经济的支柱性产业。其中,美国有 50%的国内生产总值来自于创意产业,法国 是12%,英国是8%,中国目前是2.8%。 我们的目标是把创意产业打造为国民经济的 支柱产业。具体说,我们希望在短期内将这 在您看来,中国希望在国际舞台上呈现 什么样的姿态? 中国是一个正在高速发展变化的东方大国, 是世界多元化的重要组成部分。让世界提高 并加深对中国的认识,需要长时间的金钱、 人力及物力的投入。但是我们有信心,将中 国的文化形象以及文化产业打造为世界文化 中最为靓丽的明星。借用中国外交部部长傅 颖同志的一句话:“中国准备拥抱这个世 界,融入这个世界。” /35中国2.0: 脚注 1. 麦肯锡,“会面”2020中国消费者,不断演变的经济概况将 继续成为塑造中国市场的最重要趋势, 2012年3月。 2. BizReport,报告:为什么零售商需认识中国消费者,2013年 3月1日。 3. 世界观察研究所,高端消费:中国富人进入“及时行乐”消 费阶段。 4. 中国日报,电子商务长势更加强劲,2012年3月28日。 5. 波士顿咨询公司。 6. 来源:科尔尼,中国电子商务市场:物流挑战。 7. Mashable,电子商务在中国:全球最大的市场如果网购。 8. TradingEconomics.Com 9. 每日野兽报,中国的下一个出口大项:创意与文化。2012年 11月22日。 10. 好莱坞报道,相对论媒体公司与中国建立战略合作,2011年 8月14日。 11. 每日野兽报,中国的下一个出口大项:创意与文化。 12. 路透社,中国专利申请超美日成世界第一,2012年12月11日。
  36. /36The C-Suite Project 需要更多信息,请联系: Ben Taylor, 亚太区总裁,杰客品牌体验北京办公室 电话: +86 10 8569 9718 手机: +86 138 1157 1631 杰客品牌体验 杰客品牌体验是一家创造品牌体验的市场营销公司,我们的服务范围 覆盖五大洲。我们推行并发扬创意先行的企业文化。我们的核心使 命是通过体验来强化品牌与其最重要人群之间的关系 – 综合线下与 线上,零售领域,以及数字媒体和口碑营销的传播体验。我们服务于 BtoC和 BtoB客户,打造震撼而高效的体验,包括与目标消费群和商业 伙伴互动,发布新产品,塑立企业员工认知,打造难忘的品牌体验。 作为行业先锋,在去年我们通过创意、执行和活动成果赢得了超过50 个奖项。杰客品牌体验隶属于埃培智集团 (NYSE: IPG). © Jack Morton Worldwide 2013 联系我们 若需阅读更多白皮书,请访问 slideshare.net/jackmortonww WHITE PAPERS JACK Liz Bigham, 高级副总裁,品牌营销总监 电话: liz_bigham@jackmorton.com 手机: +1 212 401 7212 阅读我们的博客: blog.jackmorton.com 在twitter上关注我们: @jackmorton 在线访问我们的网站 jackmorton.com

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