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YOU DON’T HAVE TO BE A
SADOMASOCHIST
TO WORK IN CHINA
BUT IT HELPS
LEGAL
DISCLAIMER
I’ll Be Rambling!
Like A Mad Man
2005
SADVERTISING.
BADVERTISING.
MADVERTISING.
[AND SCAM]
+ RATIONAL
+ BLAND
+ SIMPLISTIC
+ FEARFUL
+ CLICHED
+ ANTI-CREATIVE
+ RATIONAL
+ BLAND
+ SIMPLISTIC
+ FEARFUL
+ CLICHED
+ ANTI-CREATIVE
+ MEANINGFUL
+ BROAD
+ CLEAR
+ WISE
+ CULTURAL
+ PRO-BUSINESS
2008EVERYTHING CHANGED
SADVERTISING.
BADVERTISING.
MADVERTISING.
[AND SCAM]
DIGITAL REACHED CRITICAL MASS[FROM MONO TO DIALOGUE]
CHINA’S YOUTH: THE POST 90’S GENERATION
[300 MILLION]
180MILLION
[6TH LARGEST COUNTRY IN THE WORLD]
CHANGED HOW THEY FORM
& MAINTAIN RELATIONSHIPS
CHANGED WHERE, WHEN &
HOW THEY COMMUNICATE
CHANGED HOW THEY LOOK AT
THEIR PLACE IN THE WORLD
CHANGED HOW THEY
LOOK AT CREATIVITY
3 KEY DIFFERENCES
1. PROGRESSION
2. GROUP ACCEPTANCE
3. FILIAL RESPONSIBILITY
CHINA’S!
CULTURAL!
VALUE!
SYSTEM
#1
CHINA’S
ILLUSION
FACTORY
#2
#3
[GOOD CITIZEN] [SELF GRATIFICATION]
DOUBLE LIFE ADAPTIVE LIFE
PLAY!
IN THE!
GREY
DUTY BEFORE PLEASURE+1
+2
+3
SEEING
CONFIDENCE WITHOUT QUESTION
STATUS IS A PRICE POINT
ISN’T !

BELIEVING
#1 !
DUTY BEFORE!
PLEASURE
+1
+3
+2
+4
THE WORLD’S QUICKEST CULTURAL CONTEXT LESSON
700MILLION
DIGITAL USERS IN CHINA. 40% OF THE POPULATION[SOCIAL MEDIA USERS IN CHINA. 54% OF THE POPULATION]
MASSES OF
OPTIONS TO
ENGAGE IN:
MASSES OF
OPTIONS TO
ENGAGE IN:
DESIGNED TO BE !
USEFUL & SOCIAL
“We are living on a lonely planet and this is not the way it's
supposed to be. Join our fast-growing global community of
20M+ people and rediscover your neighborhood today”!
WEIXIN/WECHAT: CHINA’S FASTEST GROWING SOCIAL TOOL. 0-300 MILLION IN 2 YEARS
+ 48% OF PEOPLE BETWEEN 15-24 HAVE HAD
SEXUAL EXPERIENCE - UNITED NATIONS
+ 1/3 OF CHINESE UNDER THE AGE OF 26 HAVE
NO PROBLEM WITH AFFAIRS - BEIJING POLL
+ STD RATES ARE CURRENTLY GROWING AT 25%
AMONGST 16-24 & 1,500 ABORTIONS A DAY
FOR WOMEN UNDER THE AGE OF 25 – THE TIMES
+ HENCE PEOPLE REPURPOSE TECHNOLOGY TO
FIND THEIR ‘SHORTCUT TO FULFILLMENT’
Thoughts!
+ HOWEVER THEIR DESIRE TO EXPERIMENT HAS TO
WORK WITHIN CULTURAL & SOCIAL EXPECTATION
+ EVEN THE CHINESE GOVERNMENT CAN’T
STOP THE POWER OF TEENAGE HORMONES
CONFIDENCE WITHOUT!
QUESTION
#2
A TIME OF SELF
EXPRESSION AND
DISCOVERY
A TIME OF SELF
EXPRESSION AND
DISCOVERY
CONFUSING
EXPERIMENTATION
WITH COMMITMENT
GROUP ACCEPTANCE IS
EVERYTHING
[THE STRAWBERRY GENERATION]
GROUP
ACCEPTANCE
IS EVERYTHING
THE GREAT KOL
CONSPIRACY
TO CHANGE
CULTURE
YOU HAVE
TO CREATE
CULTURE
Do, don’t say!
Thoughts!
+ THIS FRAME OF REFERENCE MUST BE
VALIDATED BEFORE PEOPLE WILL ENGAGE
+ ONCE ACCEPTED, PEOPLE HAVE THE CONFIDENCE
TO FULLY PARTICIPATE IN THE NEW CULTURE
+ TO CREATE NEW BEHAVIOUR, YOU HAVE TO
CREATE THE NEW FRAME OF REFERENCE
#3 !
STATUS IS A!
PRICE POINT
CHINA IS
THE MOST
BRAND
LITERATE
PLACE
ON EARTH
AUTHENTICITY
COUNTS
AUTHENTICITY!
COUNTS
!
COUNTS!
MORE
SOCIAL VALUE
[THE BRAND THAT’S RECOGNISED
AS THE DOMINANT PLAYER TODAY]
“If you have to justify your decision
to your peers, it’s not worth owning”!
" " " " " PETER WU, 19.
SOCIAL VALUE
CAN CHANGE !
IN AN INSTANT
+ COMPETITOR
+ BRAND FAILURE
+ PEER ACCEPTANCE
+ MYTH AND LEGEND
YOU CAN BUY LUXURY,
BUT YOU CAN’T BUY RESPECT
BRANDS THAT PUSH CULTURE, NOT JUST THE CATEGORY, ARE
ALWAYS IN A POSITION OF POWER & COMPETITIVE ADVANTAGE
+ WHAT HAPPENED IN THE PAST, IS THE PAST
+ PUSH CULTURE, NOT JUST THE CATEGORY
Thoughts!
+ LOOK AT PEERS, NOT JUST INDIVIDUALS
+ DON’T TAKE LOYALTY FOR GRANTED
The Things I’ve Learnt! + CHINA KNOWS MORE ABOUT THE WEST
THAN THE WEST KNOWS ABOUT CHINA
+ NOTHING IS AS IT SEEMS & YET EVERY
SINGLE THING MEANS SOMETHING
+ IT’S NOT A CASE OF LOWERING STANDARDS
JUST CHANGING YOUR APPROACH & ATTITUDE
+ IF YOU WANT TO SURVIVE, YOU HAVE TO PLAY
IN THE CULTURAL JUNGLE, NOT IN THE ZOO
+ IT MIGHT DRIVE YOU BONKERS, BUT IT’S BRILLIANT
Mumbrella360 Presentation 2013

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Mumbrella360 Presentation 2013