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Trendbüro | Asia-Pacific
                           www.trendbuero.com   >> 1
Company Introduction
I would like to introduce you to Trendbüro Asia-Pacific.




1. Who we are
2. What we do
3. Why we do it
4. How we do it
5. What we deliver


Agenda                                                www.trendbuero.com   >> 2
We are a mix of a creative think-tank, consumer research company,
innovation lab and strategic consulting company.
            Dirk Jehmlich           Lidan Liu                                    Vera Li Yu
            General Manager         Designer, Head of Shanghai Office            Trend Research Director China




            Sarah Volk              Elaine W. Ho                                 Miranda Sinaga
            Research Fellow         Design Research Expert                       Trend Analyst




            Manuela Puls            Wang Ge                                      Neville Mars
            Office Management       Graphics and Concepts                        Specialist




Who we are                                                              www.trendbuero.com            >> 3
Our position


LEFT BRAIN                          RIGHT BRAIN




STRATEGY                              CREATIVITY

analytical thinking    intuitive thinking
logical acting          emotional acting
driven by facts       inspired by fiction


Who we are            www.trendbuero.com   >> 4
Our position


LEFT BRAIN                   RIGHT BRAIN




STRATEGY                       CREATIVITY

linear                    non-linear
thinkers                    thinkers




Who we are     www.trendbuero.com   >> 5
Our position


LEFT BRAIN                   RIGHT BRAIN




STRATEGY                       CREATIVITY




Who we are     www.trendbuero.com   >> 6
Our position




analytical thinking    authentic    intuitive thinking
logical acting          human        emotional acting
driven by facts       innovative   inspired by fiction


Who we are                         www.trendbuero.com   >> 7
Our position




linear                    non-linear
thinkers                    thinkers




Who we are     www.trendbuero.com   >> 8
Our position




Who we are     www.trendbuero.com   >> 9
Within the last 16 years we set up a strong and reliable network of
correspondents and trendsetters all over the world.




                                      Hamburg
                                      Germany            Beijing
                                                         China




Who we are                                            www.trendbuero.com   >> 10
I would like to introduce you to Trendbüro Asia-Pacific.




1. Who we are
2. What we do
3. Why we do it
4. How we do it
5. What we deliver


Agenda                                                www.trendbuero.com   >> 11
Our mission




Turn trends into
something that
matters.

What we do     www.trendbuero.com   >> 12
Our service position: focused on future-oriented marketing and product
innovation


                                   Consulting
                                   (McK, BCG)




                   Branding                         Design
                   (JWT, Ogilvy)                    (IDEO, Frog)




                                   Market
                                   Research
                                   (TNS, Horizon)




What we do                                                     www.trendbuero.com   >> 13
Key Questions


1. Which trends/concepts/innovations do you observe
   abroad that could work in China, too?
2. How to modify our brand and product strategy to
   succeed in China/foreign markets?
3. Who are trendsetters in China and how to reach
   them with our brand and products?
4. What will change in Chinese households and minds
   until 2020. What does it mean for our company?


What we do                            www.trendbuero.com   >> 14
Transforming trends into profit: Using our fields of competence as basis
for future projects.
           Trends              Consumer             Branding &    Innovation &        Business
                               Insights             Communication Idea Creation       Development
SCOPE




           Trend...            Consumer...          Trend…          Innovation        Scenario planning,
           ...consulting       ...insight reports   …brand checks   workshops
           ...reports          ...interviews        …pr support                       Vision workshops
           ...lectures         ...home visits       …marketing      New product
           ...workshops        ...observations                      development       Coaching/
SERVICES




           ...scouting tours   ...blog monitoring                                     Mentoring
                                                                    Innovation
                                                                    Management

                                                                    Innovation
                                                                    Coaching




What we do                                                                   www.trendbuero.com     >> 15
We dedicate success stories to our clients. Our story is 16 years of
industry leadership and the success of our clients.




What we do                                             www.trendbuero.com   >> 16
I would like to introduce you to Trendbüro.




1. Who we are
2. What we do
3. Why we do it
4. How we do it
5. What we deliver


Agenda                                        www.trendbuero.com   >> 17
Chinese are different: The European society is balanced. Individualism
and hedonism go together with harmony and security.




Why we do it                                         www.trendbuero.com   >> 18
Chinese are different: The American society is mostly shaped by
individualism and hedonism.




Why we do it                                         www.trendbuero.com   >> 19
Chinese are different: So what? China’s trendsetters are hardly
predictable due to a missing bases of individual decision making.




Why we do it                                         www.trendbuero.com   >> 20
Trends replace traditions



Trends are strategies for
consumers to handle a
continuously changing
environment. Trends are
the source of innovation.
Why we do it                www.trendbuero.com   >> 21
Consumers expect more value for less money. Companies have to find
out what consumers value.

        Reduce                                      Eliminate
                                Costs




                               Value
                             Innovation




                             Buyer Value

          Raise                                    Create

Why we do it                                       www.trendbuero.com   >> 22
Challenge



Consumers don’t know
what they want.
But you have to.


Why we do it    www.trendbuero.com   >> 23
I would like to introduce you to Trendbüro.




1. Who we are
2. What we do
3. Why we do it
4. How we do it
5. What we deliver


Agenda                                        www.trendbuero.com   >> 24
Get the big picture: We identify life drivers of your consumers and
analyze their directions to pick out changing and rising needs.




                                 Environment




How we do it                                          www.trendbuero.com   >> 25
Ask to get answers; listen to get insights: Consumers are suspicious of
market researchers. Consumers trust consumers.




                                                      Product Development
                                                      Workshops

                                                      Service Innovation

                                                      Brand Communication
                                                      Concepts




How we do it                                          www.trendbuero.com   >> 26
Count insights not numbers: Where do you tell people about your feelings?
In a test studio? We prefer to invite people to our KTV studio.




How we do it                                        www.trendbuero.com   >> 27
Discover need gaps: Spend 3 days in a car with friends instead one hour
with an interviewer. Than you know where to find need gaps.




How we do it                                         www.trendbuero.com   >> 28
Strategic thinking: Develop a idea framework to fill your innovation
pipeline.




How we do it                                          www.trendbuero.com   >> 29
Talk to nerds: Trendsetters cannot be recruited. They find you.




                                               BLUE HOUR is
                                                               a bi-monthly lo
                                               friends, partne                 unge event for
                                                               rs and creative
                                                                               minds.




                                        ture forum
                         d Day is the fu
         The German Tren                -speaking
                        t in the German
         for managemen                social change
                         t focuses on
         world. The even es for management,
          and its consequenc
                         design.
          marketing and


How we do it                                                                                    www.trendbuero.com   >> 30
I would like to introduce you to Trendbüro.




1. Who we are
2. What we do
3. Why we do it
4. How we do it
5. What we deliver


Agenda                                        www.trendbuero.com   >> 31
Information: Studies & Reports as a starting point for strategies




What we deliver                                       www.trendbuero.com   >> 32
Insights: Trend Videos & Trend Kits as an outlook into consumer’s future
life




What we deliver                                      www.trendbuero.com   >> 33
Ideas: Idea Creation Workshop as a source of innovation




What we deliver                                     www.trendbuero.com   >> 34
Inspirations: Trend Safaris & Scouting Trips as a source for concept
ideas, campaigns and events




What we deliver                                       www.trendbuero.com   >> 35
Concepts: Products, marketing initiatives, services, retail




What we deliver                                         www.trendbuero.com   >> 36
Concepts: Products, marketing initiatives, services, retail




What we deliver                                         www.trendbuero.com   >> 37
©2008




Thank you!
Hamburg | Beijing



Dirk Jehmlich                       Vera Yu
General Manager Asia-Pacific        Trend Research Director China

Trendbüro       研究中心
#2108 Xintai Building | 8 Xiaguangli | Chaoyang District | 100016 Beijing | China
Email: d.jehmlich@trendbuero.com | v.yu@trendbuero.com |http://www.trendbuero.com




Contact                                                        www.trendbuero.com   >> 38

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Trendbuero Asia-Pacific – Company profile

  • 1. Trendbüro | Asia-Pacific www.trendbuero.com >> 1 Company Introduction
  • 2. I would like to introduce you to Trendbüro Asia-Pacific. 1. Who we are 2. What we do 3. Why we do it 4. How we do it 5. What we deliver Agenda www.trendbuero.com >> 2
  • 3. We are a mix of a creative think-tank, consumer research company, innovation lab and strategic consulting company. Dirk Jehmlich Lidan Liu Vera Li Yu General Manager Designer, Head of Shanghai Office Trend Research Director China Sarah Volk Elaine W. Ho Miranda Sinaga Research Fellow Design Research Expert Trend Analyst Manuela Puls Wang Ge Neville Mars Office Management Graphics and Concepts Specialist Who we are www.trendbuero.com >> 3
  • 4. Our position LEFT BRAIN RIGHT BRAIN STRATEGY CREATIVITY analytical thinking intuitive thinking logical acting emotional acting driven by facts inspired by fiction Who we are www.trendbuero.com >> 4
  • 5. Our position LEFT BRAIN RIGHT BRAIN STRATEGY CREATIVITY linear non-linear thinkers thinkers Who we are www.trendbuero.com >> 5
  • 6. Our position LEFT BRAIN RIGHT BRAIN STRATEGY CREATIVITY Who we are www.trendbuero.com >> 6
  • 7. Our position analytical thinking authentic intuitive thinking logical acting human emotional acting driven by facts innovative inspired by fiction Who we are www.trendbuero.com >> 7
  • 8. Our position linear non-linear thinkers thinkers Who we are www.trendbuero.com >> 8
  • 9. Our position Who we are www.trendbuero.com >> 9
  • 10. Within the last 16 years we set up a strong and reliable network of correspondents and trendsetters all over the world. Hamburg Germany Beijing China Who we are www.trendbuero.com >> 10
  • 11. I would like to introduce you to Trendbüro Asia-Pacific. 1. Who we are 2. What we do 3. Why we do it 4. How we do it 5. What we deliver Agenda www.trendbuero.com >> 11
  • 12. Our mission Turn trends into something that matters. What we do www.trendbuero.com >> 12
  • 13. Our service position: focused on future-oriented marketing and product innovation Consulting (McK, BCG) Branding Design (JWT, Ogilvy) (IDEO, Frog) Market Research (TNS, Horizon) What we do www.trendbuero.com >> 13
  • 14. Key Questions 1. Which trends/concepts/innovations do you observe abroad that could work in China, too? 2. How to modify our brand and product strategy to succeed in China/foreign markets? 3. Who are trendsetters in China and how to reach them with our brand and products? 4. What will change in Chinese households and minds until 2020. What does it mean for our company? What we do www.trendbuero.com >> 14
  • 15. Transforming trends into profit: Using our fields of competence as basis for future projects. Trends Consumer Branding & Innovation & Business Insights Communication Idea Creation Development SCOPE Trend... Consumer... Trend… Innovation Scenario planning, ...consulting ...insight reports …brand checks workshops ...reports ...interviews …pr support Vision workshops ...lectures ...home visits …marketing New product ...workshops ...observations development Coaching/ SERVICES ...scouting tours ...blog monitoring Mentoring Innovation Management Innovation Coaching What we do www.trendbuero.com >> 15
  • 16. We dedicate success stories to our clients. Our story is 16 years of industry leadership and the success of our clients. What we do www.trendbuero.com >> 16
  • 17. I would like to introduce you to Trendbüro. 1. Who we are 2. What we do 3. Why we do it 4. How we do it 5. What we deliver Agenda www.trendbuero.com >> 17
  • 18. Chinese are different: The European society is balanced. Individualism and hedonism go together with harmony and security. Why we do it www.trendbuero.com >> 18
  • 19. Chinese are different: The American society is mostly shaped by individualism and hedonism. Why we do it www.trendbuero.com >> 19
  • 20. Chinese are different: So what? China’s trendsetters are hardly predictable due to a missing bases of individual decision making. Why we do it www.trendbuero.com >> 20
  • 21. Trends replace traditions Trends are strategies for consumers to handle a continuously changing environment. Trends are the source of innovation. Why we do it www.trendbuero.com >> 21
  • 22. Consumers expect more value for less money. Companies have to find out what consumers value. Reduce Eliminate Costs Value Innovation Buyer Value Raise Create Why we do it www.trendbuero.com >> 22
  • 23. Challenge Consumers don’t know what they want. But you have to. Why we do it www.trendbuero.com >> 23
  • 24. I would like to introduce you to Trendbüro. 1. Who we are 2. What we do 3. Why we do it 4. How we do it 5. What we deliver Agenda www.trendbuero.com >> 24
  • 25. Get the big picture: We identify life drivers of your consumers and analyze their directions to pick out changing and rising needs. Environment How we do it www.trendbuero.com >> 25
  • 26. Ask to get answers; listen to get insights: Consumers are suspicious of market researchers. Consumers trust consumers. Product Development Workshops Service Innovation Brand Communication Concepts How we do it www.trendbuero.com >> 26
  • 27. Count insights not numbers: Where do you tell people about your feelings? In a test studio? We prefer to invite people to our KTV studio. How we do it www.trendbuero.com >> 27
  • 28. Discover need gaps: Spend 3 days in a car with friends instead one hour with an interviewer. Than you know where to find need gaps. How we do it www.trendbuero.com >> 28
  • 29. Strategic thinking: Develop a idea framework to fill your innovation pipeline. How we do it www.trendbuero.com >> 29
  • 30. Talk to nerds: Trendsetters cannot be recruited. They find you. BLUE HOUR is a bi-monthly lo friends, partne unge event for rs and creative minds. ture forum d Day is the fu The German Tren -speaking t in the German for managemen social change t focuses on world. The even es for management, and its consequenc design. marketing and How we do it www.trendbuero.com >> 30
  • 31. I would like to introduce you to Trendbüro. 1. Who we are 2. What we do 3. Why we do it 4. How we do it 5. What we deliver Agenda www.trendbuero.com >> 31
  • 32. Information: Studies & Reports as a starting point for strategies What we deliver www.trendbuero.com >> 32
  • 33. Insights: Trend Videos & Trend Kits as an outlook into consumer’s future life What we deliver www.trendbuero.com >> 33
  • 34. Ideas: Idea Creation Workshop as a source of innovation What we deliver www.trendbuero.com >> 34
  • 35. Inspirations: Trend Safaris & Scouting Trips as a source for concept ideas, campaigns and events What we deliver www.trendbuero.com >> 35
  • 36. Concepts: Products, marketing initiatives, services, retail What we deliver www.trendbuero.com >> 36
  • 37. Concepts: Products, marketing initiatives, services, retail What we deliver www.trendbuero.com >> 37
  • 38. ©2008 Thank you! Hamburg | Beijing Dirk Jehmlich Vera Yu General Manager Asia-Pacific Trend Research Director China Trendbüro 研究中心 #2108 Xintai Building | 8 Xiaguangli | Chaoyang District | 100016 Beijing | China Email: d.jehmlich@trendbuero.com | v.yu@trendbuero.com |http://www.trendbuero.com Contact www.trendbuero.com >> 38