his guide provides tips on how to effectively use communications in China to support your business expansion and maximize opportunities in this dynamic business environment.
Produced by Upstream Asia (www.upstreamasia.com)
You can see the online version of this guide at http://2008.upstreamasia.com
The Next Modern Commerce Disruption: A Blueprint to Win in the Age of Persona...Brian Solis
Beyond driving for revenues, modern businesses must consider the human quotient in all they do. This means
a human-centered engagement infrastructure that
builds relationships with customers digitally through meaningful value, connections, and communications. Smart technology engagement platforms combined with customer-first mindsets can re-imagine customer journeys not only to compete for the future, but also relevance
in every moment that matters to customers. That’s the important aspect about the human quotient—it plugs brands into the exact moments that matter to custom- ers. Highly personal touch points are instrumental in guiding the next steps of customers closer to, or further away from, a brand now and forever. These meaningful moments require modern forms of engagement that prioritize one-to-one personalization, context consider- ation, cross-channel communication, and right time/right place/right message delivery at scale. Just because your brand is winning today doesn’t mean that future shock isn’t on the horizon. Plan for it. The clock is ticking.
The Future Foundation has carried out an extensive forecasting exercise to explore the future of several commercial themes and sectors beyond 2020. In this report, we examine our predictions for the future of retail, identifying informed assumptions for the evolution of consumer trends, product and service innovations and the role that technological developments will play. We also provide invented images of retail concepts that might characterize the future marketplace as a result of the shifts we describe.
IBM Retail | The future of the Consumer Products IndustryIBM Retail
The market dynamics for the Consumer Products industry are changing rapidly and drastically. Explosive population growth, increased urbanization, an evolving customer base, and global climate and natural resource issues are creating both significant opportunities and daunting challenges. Learn the 6 capabilities of a winning CP company in the 21st century.
This is Interbrand Design Forum's 5th annual State of the Retail Industry report, which is produced in conjunction with Chain Store Age magazine. Entitled "Think Forward: In a Race with Change" the report discussed how Retail is being hit with a wave
of game-changing technology in the form of more than 9 million smartphones. As the act of shopping undergoes sweeping transformation, we will experience more change in the next five years than
we have in the past forty.
his guide provides tips on how to effectively use communications in China to support your business expansion and maximize opportunities in this dynamic business environment.
Produced by Upstream Asia (www.upstreamasia.com)
You can see the online version of this guide at http://2008.upstreamasia.com
The Next Modern Commerce Disruption: A Blueprint to Win in the Age of Persona...Brian Solis
Beyond driving for revenues, modern businesses must consider the human quotient in all they do. This means
a human-centered engagement infrastructure that
builds relationships with customers digitally through meaningful value, connections, and communications. Smart technology engagement platforms combined with customer-first mindsets can re-imagine customer journeys not only to compete for the future, but also relevance
in every moment that matters to customers. That’s the important aspect about the human quotient—it plugs brands into the exact moments that matter to custom- ers. Highly personal touch points are instrumental in guiding the next steps of customers closer to, or further away from, a brand now and forever. These meaningful moments require modern forms of engagement that prioritize one-to-one personalization, context consider- ation, cross-channel communication, and right time/right place/right message delivery at scale. Just because your brand is winning today doesn’t mean that future shock isn’t on the horizon. Plan for it. The clock is ticking.
The Future Foundation has carried out an extensive forecasting exercise to explore the future of several commercial themes and sectors beyond 2020. In this report, we examine our predictions for the future of retail, identifying informed assumptions for the evolution of consumer trends, product and service innovations and the role that technological developments will play. We also provide invented images of retail concepts that might characterize the future marketplace as a result of the shifts we describe.
IBM Retail | The future of the Consumer Products IndustryIBM Retail
The market dynamics for the Consumer Products industry are changing rapidly and drastically. Explosive population growth, increased urbanization, an evolving customer base, and global climate and natural resource issues are creating both significant opportunities and daunting challenges. Learn the 6 capabilities of a winning CP company in the 21st century.
This is Interbrand Design Forum's 5th annual State of the Retail Industry report, which is produced in conjunction with Chain Store Age magazine. Entitled "Think Forward: In a Race with Change" the report discussed how Retail is being hit with a wave
of game-changing technology in the form of more than 9 million smartphones. As the act of shopping undergoes sweeping transformation, we will experience more change in the next five years than
we have in the past forty.
Measuring Innovation Pace in FinTech - October 2019LHBS
Innovation is a race. 37% of banks in Germany viewed
fintech as a possible threat.
In the financial service industry, legacy organizations and emerging fintech disruptors are competing in the same environment, for the same customers.
A profile of the multi-channel shopper reveals a largely untapped opportunity for stores to engage today’s customers by living up to their high expectations for a seamless brand experience. Shoppers want the shopping experience to be connected and personal—a reflection of how they live and use digital. A supplement to Interbrand Design Forum's 2010 State of the Industry Report.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
Mongolia is a country better known for its vast wilderness and harsh climate than its business potential, but a growing number of international brands are warming to this fast-growth market – and with good reason.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 2/3, exploring how traditional banks can react, respond and adapt to keep up with the pace of change.
- How banks can observe trends and expectations with effective monitoring
- How banks can respond with innovations their audience need and want
- How banks can quicken their ways of working for sustainable and accelerated innovation through seeing new competitors in a collaborative light
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
How to best manage a retail program through the design and rollout phases.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
Measuring Innovation Pace in FinTech - October 2019LHBS
Innovation is a race. 37% of banks in Germany viewed
fintech as a possible threat.
In the financial service industry, legacy organizations and emerging fintech disruptors are competing in the same environment, for the same customers.
A profile of the multi-channel shopper reveals a largely untapped opportunity for stores to engage today’s customers by living up to their high expectations for a seamless brand experience. Shoppers want the shopping experience to be connected and personal—a reflection of how they live and use digital. A supplement to Interbrand Design Forum's 2010 State of the Industry Report.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 3/3, and explores successful case examples of greater organizational transformation with focus on two crucial components to enable business to simply the challenges of tomorrow by working smarter today.
- The two key approaches to organizational transformation within legacies, with focus on traditional banks
- Several case studies of best practice transformation examples
- Implications & actionable starting points for traditional banks to approach transformation in an effective way (minimize risk, maximize cooperation)
Mongolia is a country better known for its vast wilderness and harsh climate than its business potential, but a growing number of international brands are warming to this fast-growth market – and with good reason.
Once run by a few large banks, it has been taken over by smaller, more nimble and technology-driven disruptors who are putting the power back into the hands of consumers.
Banks need a more customer-centric way to do business and to differentiate themselves in new ways.
This report series will explore the most crucial changes happening in the finance industry, and how legacy banks need to act today to be around tomorrow.
This is part 2/3, exploring how traditional banks can react, respond and adapt to keep up with the pace of change.
- How banks can observe trends and expectations with effective monitoring
- How banks can respond with innovations their audience need and want
- How banks can quicken their ways of working for sustainable and accelerated innovation through seeing new competitors in a collaborative light
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
How to best manage a retail program through the design and rollout phases.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
This presentation was created for the retirement leature of Thomas Place by Sylvia Van Peteghem. We were asked to present the library of 2050 and projected the 4 key points of our library mission (sustainability, literacy, user driven and web strategy) to the distant future.
Search Engine Marketing - A Business PerspectiveHans Riemer
A management approach to SEO or Search Engine Optimization.
When it comes to SEO, there's no shortage of information on what to do and how to do it. Some of it is quite good, while other information is out of date or flat-out wrong. This presentation, delivered at the North-By-North-Shore conference near Boston in June, 2013, focuses on the overall strategy and issues that senior management must address to be successful with Search Marketing.
This is the presentation I did at MERC's public hearing in the matter of RINFRA's License application for Distribution License in Mumbai. Their present License expires on 15th Aug 2011.
Hands-On SEO offers tips and advice for helping you improve your website’s visibility in the search engines. It also provides do's and don'ts to help convert more website visitors into leads, while avoiding the common mistakes that cost PPC advertisers money. While targeted mainly at a B2B audience, this presentation is helpful to companies and organizations that deal directly with end users as well.
Come prendere voti (e vincere) con la posta elettronica.
I migliori consigli per utilizzare al meglio l'email come strumento politico. La presentazione è ottima per le sedi locali dei partiti (circoli, sezioni, federazioni, ecc.), i comitati elettorali, le componenti interne delle forze politiche, le associazioni di cultura politica, i gruppi di pressione, i candidati, i dirigenti politici.
A review of the incentive reward card market in 1995, with the Exclusively Yours MasterCard stored-value card as the industry leader. The whole card use in rewards was brand new. Fun cover picture of the SITE award dinner and Hillary Armstrong wearing a dress made out of the cards.
High Definition Impressions (HDI) develops grassroots educational marketing strategies that help healthcare providers and manufacturers expand market share, while promoting patient loyalty and best practices branding. Our well planned and research-based programs are co-created with medical experts for medical experts.
Strategies to Help CPG Companies Win in Chinaaccenture
Accenture’s latest study reveals consumer insights and strategies that can help accelerate growth for CPG companies and Retailers in China.
The profit rates of CPG companies have been declining in China recently, but by understanding the changing Chinese consumer, and adjusting their strategies to best serve consumer needs, CPG companies can drive growth in the country.
For more information view us on http://www.accenture.com/ConsumerGoods
1) Indian food preparation versus Western food preparation.(2).docxmonicafrancis71118
1) Indian food preparation versus Western food preparation.
(2) Values and customs that might affect opinions about microwave ovens.
(3) The effects of competition in the market.
Answer the questions and consider its affects in India’s marketing
This article was written in year 2000, when the Internet saw a massive growth from its
birth from year 1994. It is said that: International communication network (W.W.W) is the
second greatest invention of mankind, after the first one is language.
According to the articles, more and more businesses are discovering the W.W.W as a
fundamental communication tool used to conduct daily business. Larger and small companies
are embracing the web to communicate with current and prospective customers in a same cost
and ease as in their countries. The internet Era is changing the way people doing business. It
hasthe fastest growing and most innovative componentsthat make them center to the paradigm
of marketing.
In some way, digital marketing is different with the traditional networking as it shifts
from “one-way” to “two-way” information flows between companies and consumers. Digital
is excellent way to broaden your network “one- to- many” and create great opportunities to
establish relationship with customers in a mutual communication. Never before has it been so
easy to access information on a worldwide basic and never before so many people been
exposed to and used a single information sharing system. Therefore, many firms have to
rethink their strategy and place more emphasis on digital world.
Reza Kiani also pointed out the many marketing opportunities on the Web as a twoway Communication, in four logical situations: Company-to-consumer, consumer-tocompany, consumer-to-consumer, company-to-company.
(1) Company-to-consumer: According to Morgan (1996), marketers can use interactive media
to provide higher services and lower cost by delivering up-dated product and non-product
related information. Compare to traditional marketing communication channel, digital
marketing is faster, less expensive, highly immediate communication, round the clock and
global. It offers wider and deeper material and richer advertisement content.
Assignment 1 3
Many articles pointed out the 3 basic advantages to business using the Web as:
Addressability, Flexibility and accessibility. The strong “Addressability” of the web is
the primary marketing resources for many firm to define target market, with the “
Flexibility”, customer will shape the firms that serve them.
(2) Consumer-to-company: The consumer is now an active participant, and a partner in the
production. Marketing today has learned that the probability of purchase by a repeat buyer
is much greater than that by a randomly mailed house-hold who has never been a customer.
As the product or service becomes customeised, the consumer faces serious problems to
identify the product or service s/he desires. To deal with this difficulty, Blattnerd.
2008 Seize The Opportunity - Your Guide To Getting Business Results From Comm...Upstream
This guide provides tips on how to effectively use communications in China to support your business expansion and maximize opportunities in this dynamic business environment.
Digital Survivors—Death of the Retail CultureAccenture
The landscape of retail players and consumers has been drastically reshaped and the end-to-end consumer value chain is expected to transform beyond recognition in just two to five years. With online commerce growing at four times the rate of the overall industry, many traditional retail giants have made significant investments—upwards of $70 billion USD—in digital channels.So, why do their market caps continue to decline?
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
Digital Marketing in China: The Middle Kingdom, The Digital KingdomIn Marketing We Trust
Today at Trusted Conf. we’re talking about Digital Marketing in China: The Middle Kingdom, The Digital Kingdom, with Erran Su, PPC Specialist.
We'll cover:
*Why China?
*Digital Landscape in China
*Top Trends in Digital China
*How to Win in China
The Innovation Generation in a Changing China: China's MillennialsSIS International
Michael Stanat, author of "China's Generation Y," looks at some of the forces of change that are buffeting China and how researchers can respond to them.
Published in Quirks Market Research magazine in April 2015.
By Michael Stanat, SIS International Research, http://www.sisinternational.com
Thesis luxury digital communication in chinaCaroline DAM
The subject is an attempt to find an answer to the situation of the luxury industry in China, where communication and marketing are facing the evolutions of innovation and digitalization. It aims at bringing solutions to the distress of the actual luxury communication challenge to maintain the brand loyalty and keep drawing a new clientele, by taking into account the market alteration in terms of purchasing ways and needs.
Digital Marketing in Banking: Evolution and RevolutionCognizant
Proving the effectiveness of bank marketing strategies beyond brand-building has always been a challenge. Now, several converging forces may help propel marketing forward as a revenue source rather than a cost center.
New lessons on building the consumer products brand experience. For CP companies, time, technology, changing consumer lifestyles, as well as disruptive competitors, are creating new opportunities beyond the traditional.
IBM Executive Report - New lessons on building the consumer products brand ex...Susanna Harper
Are consumer products (CP) companies about to have their Hollywood moment? Studios traditionally have been dream factories for consumers in a linear supply chain consisting of theaters and retail. But the combination of digital technology and Millennials has radically altered the entertainment industry. To reach increasingly empowered consumers, Hollywood is now a content creator at the center of a digital ecosystem, with business models that range from retail to direct-to-consumer. Similarly, for CP companies, time, technology, changing consumer lifestyles, as well as disruptive competitors, are creating new opportunities beyond the traditional. To take advantage, they must use digital technologies and secure the broadest possible ecosystem of business partners to create compelling brand experiences, drive purchase behavior and create unbreakable bonds with consumers.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
Similar to ‘CHINA BEYOND’ STUDY OFFERS INSIGHT INTO CONSUMERS, (20)
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
‘CHINA BEYOND’ STUDY OFFERS INSIGHT INTO CONSUMERS,
1. PRESS RELEASE
FOR IMMEDIATE RELEASE
‘CHINA BEYOND’ STUDY OFFERS INSIGHT INTO CONSUMERS,
BRANDS AND OPPORTUNITIES IN CHINA’S 4TH-6TH TIER TOWNS
Ogilvy suggests ways in which companies can tap into the opportunity offered by the
government’s stimulus package, in a significant part of the nation where consumer cultures
and retail landscapes vary markedly from that in 2nd-3rd tier cities and leading metros
Brands should embrace strategies formulated on local insights and market conditions to
connect with small town consumers
[BEIJING: 23 JUNE 2009] China’s 4th-6th tier towns, which account for 37% of China’s
population, have notably different consumer cultures and retail landscapes not only from the
major metropolises of Beijing, Shanghai and Guangzhou but also from 2nd-3rd tier cities,
according to “China Beyond,” a new study released today by Ogilvy China. Moreover, what works
in big cities for marketing firms and brands may not work in the 4th-6th tier locales which range
from prefecture level cities to county level towns. Nevertheless, a vast opportunity exists for
companies that can tap into local and regional psyches and lifestyles.
Data from China Statistics Handbook showed that rural average disposable incomes in China were
5791 RMB per year in 2008 and continued to grow at a rate of 10.3% in the first half of that year
(HSBC, China Economic Spotlight, Aug 2008). “This demonstrates the huge market potential in
lower tier cities. With the government stimulus package directed at small town and rural China, it
is expected that these consumers will dip into their savings and give China’s economy a helping
hand. But for them to do so, companies need to understand what drives their needs, aspirations,
and ultimately purchase decisions,” said Shenan Chuang, CEO of Ogilvy & Mather Group China.
Notably, the study finds that:
With the influx of migrant labor, communities have established new rules of
engagement and trust. The “web of favors” replaces the time-honored, high-trust
relationship in small communities. This is where small, local companies compete with big
corporations---by offering timely, relevant and free services to all community members.
The pace of development is amplified by the anxious youth and their relationship
with technology. Most young people, though optimistic about the future, do not know how
to use the Internet for information, education and better opportunities. Their online behavior
mirrors the lackluster, drab realities of a provincial life. Brands that are able to redirect some of
the pent-up energy to fuel entrepreneurship, creativity and consumerism are likely to benefit.
Page 1 of 4
Ogilvy & Mather China
9th floor, Huali Building, 58 Jinbao Street, Beijing, China 100005
T (8610) 8520 6688 (F) (8610) 8520 6566
www.ogilvy.com
2. Families in small towns usually have two children, and their sphere of influence is
arguably larger than that of the pampered big city child. This social reality offers
many opportunities for marketers to become more relevant to consumers by helping to create
a better future for children. They also need to be cognizant of the influence an older sibling
can have on the behavior of the younger child. At the same time, there is relatively less
pressure exerted upon children – since all the family’s hopes do not rest on that one child.
– In spite of a focus on children’s futures, there are few formal and reliable avenues for kids and
parents to learn what career choices will be available to them when they grow up. Computer
brands could take a lead on grassroots initiatives because no matter what profession, the computer
is a tool that can be used by all. Perhaps a ‘skills and aptitude testing mobile lab’?
Nationalism is a touchy, inflammatory topic that easily unifies consumer behavior
in low tier cities. International companies need to be sensitive enough not to antagonize
local customers. At the same time, pragmatism in low tier markets signals that economic
benefits drive nationalistic causes, not the other way around.
China’s low tier cities represent the other end of globalization. It produces fresh
foods and raw materials as much as it produces new ideas. It is at this level where
cultural diversity and local distinctiveness can be teased out and used as resources. These
cultural learnings will help a brand to find a place for its product or service in local people’s
culture and everyday practice.
There is a natural affinity with open spaces. In low tier cities, many engagements and
interactions happen in public. This is contrary to urban people living in closed quarters, with
limited capacity and range for activities. It demonstrates that brands must communicate with
consumers on the move.
– For instance, the hang out culture in lower tier cities means outdoor media can be used to engage
rather than simply inform. Brands could tell more ‘stories’ rather than a ‘short message’ or ‘one key
visual’. Brands could help people to hang out together in places they naturally tend to converge to.
Food and beverage brands could bring people together with make-shift stools, tables and fixed
umbrellas as premia.
Counterfeit brands have taken off in low tier cities as consumers desire brands
that symbolize success but are unable to buy the real brands due to vast income
gaps. As a result, fake FMCG and consumer durables brands are widely available in China’s
lower tier cities – a different phenomenon from what is seen in the big cities where luxury
brand fakes proliferate.
Mom-and-pop stores and wet markets are being pushed out while hypermarkets
and open-shelf convenience stores are taking over. However, these stores stock far
Page 2 of 4
Ogilvy & Mather China
9th floor, Huali Building, 58 Jinbao Street, Beijing, China 100005
T (8610) 8520 6688 (F) (8610) 8520 6566
www.ogilvy.com
3. more local and national Chinese brands than international brands. There is also a strong
appetite for “new things,” which means consumers easily tire of old brands that do not
constantly change and innovate.
Easy, fast communication and cheap transportation have changed the rules of the
distribution business. Distributors no longer need to be in the convenient areas of the city
and they sell to a broader reach of customers. Location, however, is not obsolete and spatial
competition is likely to intensify in the near future.
Kunal Sinha, Executive Director of Discovery, Ogilvy & Mather Greater China's consumer insights
and trends unit, said, “The purpose of our research was to uncover vivid tales about small town
life that would possibly inspire our creative partners to tell brand stories and design experiences
that could potentially transform and enhance the lives of consumers while generating new
business opportunities in these seldom explored markets.”
Strategies and implications for business
Consumers in low tier markets have a stronger capacity to spend money than most companies
would have estimated. The key is to educate them on how, and unleash their consumption
will.
– For instance, young people have access to the internet, but they don’t know what sites to visit or
what the internet can do for them to further their ambitions, creating an opportunity for distance
learning courses. This would offer them the equal opportunity that many crave.
Brands must recognize and take advantage of diversity and local characteristics to deliver
authentic products and experiences.
There are good reasons to celebrate the “everyday” and “ordinary” to connect with
consumers who appreciate the “pleasure of small things.”
Continuous and engaging in-store activities with consumers are key to improving a brand’s
standing. Consumers here have time at their disposal.
Sales promotions are the quickest way to boost sales for FMCG products.
There are huge opportunities for consumer durables and home furnishing companies to help
people decorate or renovate their homes.
– For instance, small town living is typified by mostly unkempt, disorganized homes so home
building brands might collaborate with consumer durable marketers and media companies to sell
the concept of home makeovers.
Brands can team up with local enterprises for philanthropic work, providing training, funding
and building public facilities to enhance their corporate image.
Retailers are the powerful frontline of communications that turn shoppers into buyers.
– For instance, consumers’ lack of product knowledge in lower tier cities underlies the importance of
conducting sales training for frontline staff and providing them with regular product updates.
Distributors can play a much larger role in the distribution chain when they are freed from the
constraints of space and geography.
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Ogilvy & Mather China
9th floor, Huali Building, 58 Jinbao Street, Beijing, China 100005
T (8610) 8520 6688 (F) (8610) 8520 6566
www.ogilvy.com
4. About “China Beyond”
“China Beyond” is an in-depth qualitative study into consumers, brands, communication and
retail opportunities in China’s 4th-6th tier towns. From March to November 2008, the Ogilvy
China Discovery team, in cooperation with the planning team, OgilvyAction and Dawson
Integrated Marketing Communications Ltd, conducted field research in 6 county-level cities and 6
smaller towns and villages, covering a wide expanse of geographic, cultural and economic
regions. The study was conducted through in-depth interviews with 30 families, 48 retailers, 12
digital equipment store owners, 12 wholesalers, 12 internet cafes and 30 young people aged 15-
25, 80% of whom were between the ages of 18-25. To aid probing, the research included on-site
observation, photo ethnography and immersive field survey. The study surveyed consumers’
beliefs and attitudes towards family, life, risk, novelty, ambition and fashion. The study also aimed
to map out their media and entertainment habits and identify influences on purchase decisions.
About Ogilvy & Mather Group China
Ogilvy & Mather Group China (http://ogilvy.com.cn/) is the largest marketing communications
network in China. It offers the full range of marketing communication disciplines including
advertising, direct marketing, interactive media, database management, public relations, graphic
design and related marketing disciplines.
As Brand Stewards, the agency works to leverage the brands of its clients by combining local
know-how with a worldwide network, creating powerful campaigns that address local market
needs while reinforcing the universal brand identity. The hallmark of the agency’s brand-building
capabilities is 360 Degree Brand Stewardship®, a holistic approach to communications, using
what is necessary from each discipline to build a brand.
Ogilvy & Mather Worldwide (ogilvy.com), a subsidiary of WPP (NASDAQ: WPPGY), is one of the
largest marketing communications networks in the world, with 495 offices in 120 countries,
specializing in advertising, relationship and interactive marketing, public relations, sales promotion
and related services.
For more information, please contact:
Sarah Guldin
Ogilvy & Mather China
sarah.guldin@ogilvy.com
Tel: (8610) 8520 6552
Page 4 of 4
Ogilvy & Mather China
9th floor, Huali Building, 58 Jinbao Street, Beijing, China 100005
T (8610) 8520 6688 (F) (8610) 8520 6566
www.ogilvy.com