trendwatching.com/trends/madebetterinchina/ June 2012trendwatching.com’s free Monthly
Trend BriefingMADE BETTER IN CHINABrands and innovations from China are going global. You ain’t seen nothing yet!

Definition China still faces many
potential obstacles in its attempts to foster a deep and lasting culture of innovation and creativity (State economics! Politics! Demographics! The environment! Intellectual property!). However an avalanche of Chinese brands are already catering to an increasingly large and sophisticated internal market, and competing with and even beating established incumbents from all over the world at their own game. Just think what the future will hold when China is truly unleashed. No wonder then that examples of top quality, innovative Chinese* products Watch out for the following sub-trends: and services brands are easier to find than ever. And if Chinese creativity ever DESIGNED BETTER IN CHINA / gets truly unleashed, well, then we ain’t seen nothing yet! Hyper competition may need a new definition, as MADE IN CHINA is traded in for MADE BETTER MADE BETTER BY CHINA FOR ALL / IN CHINA. MADE GREENER IN CHINA / MADE ONLINE IN CHINA / * In this Trend Briefing, Chinese means mainland Chinese. We’ve filtered out MADE STRANGER IN CHINA / many excellent examples from Hong Kong and Taiwan, as well as American Chinese entrepreneurs, powerful Western brands intensely partnering with Chi- MADE TOGETHER IN CHINA / nese ventures, and so on. MADE bigger IN CHINA / MADE EASIER IN CHINA / MADE FASTER IN CHINA / MADE MORE LUXURIOUS IN CHINA / MADE BETTER IN CHINA FOR A WHILE NOW /w w w. t r e n d w a t c h i n g . c o m made better in china 2

drivers Here are just three
forces driving the MADE BETTER IN CHINA phenomenon: The lure of rapid riches is drawing Chinese to urban areas in droves. Just two recent stats to illustrate 1.urban boom the mind-blowing scale of China’s urban consumption boom:  Urban household disposable income is expected to double between 2010 and 2020 (Source: McKinsey, March 2012).  In 2010, China had 18 million households with an annual income above USD 16,000. By 2020, this number will be 167 million households. That’s nearly 400 million people (Source: McKinsey, March 2012). The outcome? A massive, sophisticated urban Chinese class of CITYSUMERS, with a massive demand for high quality goods and services. The demand for high quality goods and services has been met (more often than not) by Western 2. best of the brands trading on the status that comes with their heritage. Indeed, Western brands have scrambled to not only sell to Chinese consumers, but to pay homage to them. With special west in the east ranges or products that are MADE FOR CHINA, or by rolling out the RED CARPET to Chinese consumers around the world. Both of which have set the expectations of Chinese consumers, and given Chinese brands and entrepreneurs the inspiration and confidence to step forward, while still remaining mindful of the need to match – or exceed – the standards of quality set by the very best of their Western counterparts. 3. global brain The impact of the Great Firewall of China is well-documented, but China is connected. With over 513 million Internet users (compared to 245 million Americans online)*, Chinese entrepreneurs and consumers are part of the GLOBAL BRAIN: frantically feeding off (and adding to) global consumer culture and creativity. * Source: www.worldinternetstats.com, December 2011w w w. t r e n d w a t c h i n g . c o m made better in china 3

DESIGNED You know you’ve truly
arrived as an economy when local art, architecture and design move BETTER IN from functional to desirable: CHINA Brand New China Store: Wang Shu: Wins 2012 A design store for and by Pritzker Architecture modern China Prize The Brand New China Store, situated in Beijing, Chinese architect Wang Shu was awarded is a fashion and lifestyle store that focuses the 2012 Pritzker Architecture Prize in May 2012 exclusively on Chinese designers. Selling clothes, in Beijing, the first Chinese architect to win the accessories, furniture, home décor items and prize for work on the Chinese mainland. paintings at a wide variety of prices. It’s owned by Hong Huang, a major celebrity (media figure, blogger, television host and publisher) in China.w w w. t r e n d w a t c h i n g . c o m made better in china 4

DESIGNED BETTER IN CHINA MAD
Architects Due to be completed in 2013, the Sinosteel Hexagonal windows of various sizes create a International Plaza in Tianjin, China, was designed pattern across the surface of the Plaza, and by Chinese architect Ma Yansong, of MAD also improve energy efficiency. Their strategic Architects. The Plaza’s steel façade ensures positioning will help to preserve heat during the that no internal columns are needed within the winter, and keep residents cool during the summer. structure, meaning more space can be used within the building. Above: a global selection of designs from Beijing- based MAD Architects. These designs are all under construction or completed.w w w. t r e n d w a t c h i n g . c o m made better in china 5

MADE BETTER Despite China’s growing
economic power, there are still hundreds of millions of Chinese other emerging market consumers, making the rewards for Chinese brands which bring high BY CHINA FOR with relatively modest incomes. And alongside quality, yet low cost products to market almost this huge domestic market, there are billions of endless. ALL China Unicom: JAC Motors: First Low cost smartphones overseas factory in Brazil In December 2011, China Unicom announced that At the end of 2011, China’s state owned JAC they would distribute Xiaomi’s MI-ONE, featuring Motors announced an investment of USD 500 a 1.5GHz processor, a four inch display, and an 8 million in Brazil, the world’s fourth largest car megapixel camera. Designed to capitalize on the market. The company’s first overseas factory is growing domestic demand for reasonably priced expected to produce 100,000 cars per year. smartphones, the MI-ONE costs CNY 1,999, less than half what comparable smartphones from Apple or Samsung usually cost.w w w. t r e n d w a t c h i n g . c o m made better in china 6

MADE BETTER BY CHINA FOR
ALL Meters/bonwe: Chinese fashion with an Warrior Shoes: The everyman’s shoe international feel everywhere Operating around 1,800 stores across mainland The sneaker brand Warrior (‘Hui Li’ in Mandarin), China and catering to the country’s increasingly originally created for Chinese athletes, has fashion-conscious youth, retailer Meters/ been a household name in the country since bonwe has proved very popular. The brand the 1950s. The brand keeps its designs simple offers reasonable prices and an international feel; and unpretentious, maintaining its status as ‘the indeed it’s often assumed not to be Chinese by everyman’s shoe’. While the footwear retails for consumers. EUR 50-120 overseas (and features in publications such as GQ and Vogue), it is still affordable in the domestic market.w w w. t r e n d w a t c h i n g . c o m made better in china 7

MADE GREENER With the Chinese
government pushing the green environmental degradation, expect to see agenda hard (for both reasons of economics a steady stream of Chinese planet-saving and national pride), and both urban and rural innovations and initiatives: IN CHINA populations mindful of increasingly visible BYD: Electric taxis take to ENFI: World’s largest solar the streets of Shenzhen tracking station The city of Shenzhen boasts a fleet of electric taxis. At the end of 2011, China ENFI Engineering The fleet was supplied by Chinese automobile Corp completed work on the world’s largest manufacturer BYD, and the pilot project has seen solar tracking station in Ningxia. The plant’s 50 electric taxis take to the streets. There are plans solar tracking systems deliver a 25% increase in to add a further 250 vehicles to the fleet during capacity over traditional solar power stations. 2012, as well as 200 electric buses.w w w. t r e n d w a t c h i n g . c o m made better in china 8

MADE GREENER IN CHINA Tianjin:
Eco-city experiments with practical Suntech Power leads solutions for greener living global solar panel market The Tianjin Eco City, a joint initiative from the Chinese Suntech Power is the world’s largest Chinese and Singaporean governments, has producer of solar panels, now totalling over 20 invited brands from around the world to help solve million panels in over 80 countries. In early 2012, pressing environmental issues. In the next 10 the company was named one of the world’s 50 years, 350,000 people are expected to move to the most innovative companies by MIT, partly due to its city, trialing new systems and technologies. The Pluto cell processing technology, which has since government hopes that many of these will have the achieved a world record 20.3% efficiency. potential to solve the environmental issues facing China’s huge cities.w w w. t r e n d w a t c h i n g . c o m made better in china 9

MADE ONLINE Driven by a
massive online population and world. Instead they are often showing their the censorship of key Western online brands, better-known counterparts the way forward by Chinese services are not simply imitating integrating, if not adding to and enhancing, IN CHINA the Googles, Facebooks and Twitters of the popular online services. O.cn: Maps China’s cities WeiLingDi: Check-in and in illustrated 3D review local businesses O.cn is a stylized online mapping service that In 2011, Sina, the Chinese web portal, launched covers 38 of China’s largest cities. The 3D maps a check-in service called WeiLingDi via their interface with social networks, and users can click resident Twitter-like website Weibo. Users are able on individual buildings and areas to access user- to check-in at locations using WeiLingDi, earn created and curated content. badges, write reviews about local businesses, and connect with 60,000 verified Chinese celebrities.w w w. t r e n d w a t c h i n g . c o m made better in china 10

MADE ONLINE IN CHINA Renren:
Networking site Yikuair: Daily deals site launches social travel app offers micro group buying In early 2012, Chinese social network Renren Chinese group buying site Yikuair is tapping launched a travel journal service, available online into the microblogging service Sina Weibo. or as an app. The Fengche service allows users The service carefully curates daily deals, and to create image-rich ‘sets’ detailing their travels, then lets Weibo users place a small deposit to ready to share with friends and family. secure the offer. Deposits can even be made using Weibo’s own virtual currency.w w w. t r e n d w a t c h i n g . c o m made better in china 11

MADE ONLINE IN CHINA Tencent:
Weixin app offers QQ instant messaging and Buykee: Pinboards and more purchasing power IIn April 2012, the latest version of Pinterest–inspired Buykee launched in China in Tencent’s Weixin instant messaging app April 2012. The pinboard-style site differentiates introduced users to its English-language name: itself from its predecessor, by focusing WeChat. The app offers login via the vast QQ exclusively on luxury products and offering users messaging network, which boasts over 700 the ability to buy what they are seeing. million users, and a range of additional features. These include recent features familiar to Facebook and Google+ users, such as Timeline and Circles, as well as QR tags, location-based services, voice messaging and a ‘Game Center’.w w w. t r e n d w a t c h i n g . c o m made better in china 12

MADE The rise of consumer
culture in China has inevitably led to the creation of some ‘remarkable’ products and services. However STRANGER IN unusual consumers’ tastes, they are being met by Chinese brands. CHINA The Kiev: Former Soviet aircraft China Post: Letters routed carrier transformed into via spacecraft with luxury hotel ‘galactic postmark’ In 2011, former Soviet aircraft carrier, the Kiev, China Post offers a service enabling individuals was converted into a luxury hotel by its new to send letters from space, with a ‘Space City 1′ Chinese owners. The ship has 137 standard hotel postmark. Users send an email to Tiangong-1, a rooms, three VIP guest rooms, two presidential Chinese spacecraft orbiting the earth, which is suites, and a luxury restaurant. then rerouted to a special China Space Post Office branch in Beijing. The emails are printed, placed in space-themed envelopes, stamped with a ‘galactic postmark’, and sent in the mail.w w w. t r e n d w a t c h i n g . c o m made better in china 13

MADE STRANGER IN CHINA Learn
Mandarin the sexy way Tao Girls deliver Offering a memorable learning experience, the Chinese online shopping platform Taobao conspicuously named Sexy Mandarin is an online (commonly referred to as the Chinese eBay or service that teaches users to speak Mandarin Amazon), is reportedly working on an unusual via YouTube and YouKu (the former’s Chinese initiative to spice up e-commerce – Tao Girls. equivalent) videos, for free. The twist? All the Customers will be able to choose (at a slightly teachers are attractive, sexily dressed women. higher cost) attractive women living in their city, to deliver their web purchases to the door.w w w. t r e n d w a t c h i n g . c o m made better in china 14

MADE As the most populous
country in the world, and one with a strong collectivist culture, it’s no surprise to see a wave of innovative Chinese TOGETHER IN products and services that bring consumers together. CHINA Handsup.cn: Hands stock and pricing suggestions over to customers CreditEase: P2P lending Handsup.cn aims to hand power over to the In late 2011, Chinese P2P lending consumer by asking them to recommend products site CreditEase secured a round of funding, and services they want to buy, as well as the price while founder Tang Ning was honored by the tag. The more users that want a particular product, Communist party. Both achievements signal the the higher the chance of it being available, and the dramatic impact of P2P lending in China, where lower the price. there are now over 100 sites offering services. CreditEase has become one of the country’s largest independent financial service providers, with more than 5,000 workers.w w w. t r e n d w a t c h i n g . c o m made better in china 15

MADE BIGGER Whether it’s the
size of the population, the cities, or the economy, China means ‘big’, if not ‘biggest’. Just three consumer-focused IN CHINA examples to illustrate: Beijing & Hangzhou: Beijing Daxing: ‘World’s ‘World’s largest bus’ largest airport’ The Youngman JNP6250G is believed to be the Construction of Beijing Daxing International largest bus in the world, capable of transporting Airport is due to begin in late 2012. By the time up to 300 passengers. The first of the buses will it’s completed in 2017, the airport’s planned be deployed in Beijing and Hangzhou, using capacity is 200 million passengers per year. It will dedicated highway lanes. be connected to Beijing via a new high-speed rail link.w w w. t r e n d w a t c h i n g . c o m made better in china 16

MADE BIGGER IN CHINA SM
Tianjin: World’s largest shopping mall opening 2013 “Chinese brands are already catering to demanding consumers, both at home and increasingly abroad. Including yours.” 2013 will see the opening of the world’s largest freestanding shopping mall in the Chinese city of Tianjin, which is just 30 minutes from Beijing by high-speed train. The SM Tianjin Shopping Center will cover 530,000 square meters, an area larger than 74 football fields.w w w. t r e n d w a t c h i n g . c o m made better in china 17

MADE EASIER All of the
pressures that lead global consumers to seek convenience are amplified in Chinese cities. A couple of Chinese innovations IN CHINA leading the way when it comes to ease and convenience: Ubox: App enables mobile payments at vending Hai Di Lao: Video links for machines connected dining The Ubox mobile app for Android, iPhone and In September 2011, Sichuan hotpot chain Hai Java-based phones enables users to select and Di Lao and Chinese technology firm Huawei pay for snacks using their mobile device. It also announced a partnership to install telepresence includes a discount on the cash price for users. screens in restaurants across China. Thanks to the screens, customers can enjoy their meal with faraway friends and family – via a video link.w w w. t r e n d w a t c h i n g . c o m made better in china 18

MADE FASTER Everything is going,
has to be and can be done faster, worldwide. Something Chinese companies are very much aware of. IN CHINA Broad Group: Huawei: ‘World’s fastest Builds 30-story building smartphone’ in 15 days The Huawei Ascend D Quad was launched in In 15 days at the end of 2011, Chinese early 2012, claiming to be the world’s fastest manufacturing and construction firm Broad smartphone. The company’s first quad-core Group built a 30-storey hotel in China’s smartphone features a 720p HD touchscreen and Hunan Province. The aim of the project was to an 8 megapixel camera. demonstrate the company’s Broad Sustainable Building technology. Needless to say we hope we can file this example under ‘MADE STRONGER IN CHINA’ too.w w w. t r e n d w a t c h i n g . c o m made better in china 19

MADE FASTER IN CHINA Is
our Premium Service for you? Chinese supercomputing This free Trend Briefing is obviously takes on the world only the tip of the iceberg. China’s National Supercomputing Center in Tianjin is home to the Tianhe-1A supercomputer, which held the position of the world’s fastest until If you want to be forever and fully in the know, mid-2011. The country now has 61 machines in then our Premium Service is for you. Get the TOP500, second only to the US. access (until May 2013!) to our full 2012 Trend Report (in three formats) and the 2013 Trend Report (sent to you in November 2012), searchable Trend Database, and Industry Trend Reports (covering your industry). MORE» trendwatching.com/premiumw w w. t r e n d w a t c h i n g . c o m made better in china 20

MADE MORE Of course, luxury
is a key part of the China cravings for luxury goods shows no sign story, and one that could take up many future of slowing. Relevant here: wealthy Chinese Trend Briefings ;-). From ‘Chinese’ sub- splurging on an increasing number of home- LUXURIOUS IN brands (e.g. Hermes’ Shang Xia) to Chinese brands being made in Italy (e.g. China grown Chinese luxury brands and services. CHINA Garments’ Sorgere) Chinese consumers’ China Railways: Business Shanghai Vive: Heritage, class beds on Beijing – relaunched Shanghai ‘Harmony Express’ Originally launched in Shanghai in 1898, cosmetics China Railways Group has created the world’s brand Shanghai Vive was recently re-launched longest high-speed rail network with about 7055 to appeal to luxury consumers in China and the km of routes in China, and trains topping speeds West. The brand hopes to tap into its heritage and of 350 km/h. The Beijing – Shanghai route was China’s growing global cultural identity. opened in 2011 with business class travelers being waited on by uniformed stewardesses, and enjoying LCD TVs.w w w. t r e n d w a t c h i n g . c o m made better in china 21

MADE MORE LUXURIOUS IN CHINA
NE-TIGER: Chinese luxury fashion house “Spending on personal luxury goods on the Chinese mainland rose from EUR 7.1 billion in 2009 to EUR 12.9 billion in 2011” (Source: Bain, December 2011). China’s NE-TIGER is a leading luxury brand that has found global success. The brand hosted the opening show of China International Fashion Week in late 2011, showcasing designs reflecting Chinese tradition and heritage.w w w. t r e n d w a t c h i n g . c o m made better in china 22

MADE MORE LUXURIOUS IN CHINA
P1.cn: Invitation-only Ctrip: Travel service for the social network very wealthy P1.cn is an invitation-only social network for well- In early 2012, Chinese travel website Ctrip connected or fashionable Chinese, that claims to launched their new site, HHtravel. The site is have over 1.2 million members. Invitations can only designed to offer packages to Chinese tycoons be obtained by knowing five existing members, or with disposable assets of more than RMB 10 by being approached by one of the site’s staff. million. A typical trip includes business class travel, Michelin-starred dining, and award winning hotels and attractions.w w w. t r e n d w a t c h i n g . c o m made better in china 23

MADE MORE LUXURIOUS IN CHINA
Ba Yan Ka: ‘Pure water. Natural elements. Chinese Wisdom’ Swatch and Uma Wang Personal care brand Ba Yan Ka offers Chinese Swiss watch brand Swatch invited Chinese consumers totally natural skin, body and hair fashion designer Uma Wang to create two care products. Formulas are free of chemicals, limited edition wristwatches. One is plastic and not tested on animals, and all packing is branded with Uma Wang’s name, while the other biodegradable. uses traditional Yunnan Province embroidered print and coloring. Both designs retail for GBP 44.50.w w w. t r e n d w a t c h i n g . c o m made better in china 24

MADE BETTER While many of
the brands in this Trend Briefing have only relatively recently made waves, there are of course plenty of established Chinese IN CHINA FOR brands already operating comfortably on a global scale: A WHILE NOW Li Ning: Straight Out of New China Haier: Brain Wave TV Sportswear brand Li Ning launched its US retail In January 2012, Chinese consumer electronics site in March 2012, heavily branded with the giant Haier demonstrated their ‘Brain Wave TV’, slogan ‘Straight Out of New China’ and featuring a which allows users to control the action on their number of high-profile endorsements. A promotion TV sets using their minds. The experimental at the end of the month for special-edition ‘Year of technology was showcased alongside consumer- the Dragon’ shoes caused the site to crash due to ready innovations such as 3D TVs with 2D to 3D demand. conversion.w w w. t r e n d w a t c h i n g . c o m made better in china 25

MADE BETTER IN CHINA FOR
A WHILE NOW Herborist: Takes Chinese cosmetics global Ochirly: LVMH Investment Personal care brand Herborist incorporates In February 2012, French luxury giant LVMH traditional Chinese medicine with contemporary purchased a 10% stake in one of China’s top cosmetic science to create its range of products. luxury fashion brands, Ochirly. The deal values The brand has been expanding global distribution, the brand at over USD 2 billion, as it considers an and is now available in Paris, and across a range IPO. of European retailers.w w w. t r e n d w a t c h i n g . c o m made better in china 26

MADE BETTER IN CHINA FOR
A WHILE NOW PEAK: Opens first US Lenovo: sports store Yoga laptop/tablet hybrid Following Li Ning’s creation of a US headquarters In early 2012, Chinese computer and retail operation, fellow Chinese sports manufacturer Lenovo announced the Yoga. brand PEAK opened a US headquarters in 2011, The device is a hybrid laptop/tablet which uses and its first US store in Los Angeles in early 2012. a 360 degree dual hinge design to allow for The brand ranks third in NBA endorsements, and use in four different configurations. Meanwhile, has over 6,000 authorized retailers globally. the company’s shipments grew by 43.7% over the first quarter of 2011, extending Lenovo’s lead over Dell as the world’s second-largest PC manufacturer.w w w. t r e n d w a t c h i n g . c o m made better in china 27

MADE BETTER IN CHINA FOR
A WHILE NOW Not always enough Hi Panda represents time to read our Chinese youth, globally Trend Briefings? Check out our exclusive yet affordable Consumer Trend Seminars (Aug-Oct 2012) 13 cities, 11 countries. Don’t miss out. Aspiring to represent the ideals of China’s Give us half a day of your time, and leave the Generation-Y (members born between 1980- room knowing about every consumer trend, 89), Hi Panda is a fashionable clothing and insight and innovation that needs to be on your accessories brand that has breached the confines radar! of its native country and spread to Japan, Korea trendwatching.com/seminars and Europe, including retail stores in London and Paris. There is also talk of entering North America later this year.w w w. t r e n d w a t c h i n g . c o m made better in china 28

IMPLICATIONS Forget the ‘Made in
China’ stigma. It should be clear by now that ambitious and confident Chinese brands are already catering to demanding consumers, both at home and increasingly abroad. Including yours. And if you’re a non-Chinese entrepreneur, why not get in touch with some of these brands to see if you can help them roll out globally even faster? Again, these brands and innovations are just the start. Fuelled by constantly improving technologies, a higher quality workforce and booming domestic consumption, Chinese brands are just warming up. Which is why all brands need to keep both eyes firmly on China, a market that will increasingly define consumer culture. With Chinese brands exporting goods and services to the rest of the world (not to mention Western brands rolling out the RED CARPET for Chinese consumers around the world), expect to see Chinese tastes and preferences exert ever- greater influence on consumer products and services, and on a global scale too (yes, that’s a Trend Briefing in itself!). Of course, we’ve said it before and we’ll say it again: the rise of Chinese brands does not signal the end for more traditional brands from Western economies. Brilliance and heritage, from whatever corner of the world, will continue to have a global appeal. Things will ‘just’ get more competitive, meaning you will have to work even harder and smarter. Hey, c’est la vie ;-) Oh, and while you’re busy preparing for the globally hyper-competitive future, we’re hard at work on our next Trend Briefing. Make sure you’re subscribed! w w w. t r e n d w a t c h i n g . c o m made better in china 29

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