Taking chinese brands global barney loehnis
•
3 j'aime•1,735 vues
Only 75 companies in the Fortune 500 and only 12 of the Top 100 worldwide brands are Chinese. This is about to change dramatically. In this presentation I exlpore some of the most successful Chinese brands and look at what has brought them success. I also review some of the challenges of launching International brands in China. What do CMO's need to know?How should digital, social and mobile play a role?
Recommandé
Contenu connexe
Tendances
Tendances (19)
Similaire à Taking chinese brands global barney loehnis
Similaire à Taking chinese brands global barney loehnis (20)
Plus de Barney Loehnis
Plus de Barney Loehnis (8)
Dernier
Dernier (20)
Taking chinese brands global barney loehnis
- 1. Body level Taking China Brands to the world Bringing Global Brands to China In a digital and social world Barney Loehnis ASIA PACIFIC Digital Strategy ASIA PACIFIC Head of Mobile @barneylo 1
- 3. China is simply returning to its historical position 3
- 4. China has 75 Co. in Fortune 500 & 12 in Global 100 top Brands Millward Brown: BrandZ Chinese Brands 4
- 5. TNS - Chinese brands going global 91% consumers think “brand China” lags global brands 5
- 6. TNS - Chinese brands going global This is the negative image that Brand China must “shake” 6
- 7. "The so-called Chinese Dream, it's as fragile as this papercut. It's an illusion” Ai Wei Wei There is so much desire in China to have a bright future 7
- 9. OEM / Factory Local Product Local Expansion Establish Brand Global Expansion Brand Adaptation Distribution Product Design Local Acquisition Marketing Management Appoint KOL’s Sponsor Sport/event Develop Content Social Community Product Adaptation INTL Acquisition INTL Management Distribution ecommerce/ CRM Celebrities Cultural Drivers KOL’s Branded Content Social Community Quality Cost Speed Cost Value MANUFACTURERS & SHOPKEEPERS BRAND BUILDING & INNOVATION BUSINESS AND MARKETING Evolutionary path from a local to a global brand Demonstrate Quality Establish Marketing Develop Brand Global Marketing 9
- 10. DIFFICULTY RATING 10.0 1.INTERNATIONAL EXPERIENCED MANAGEMENT 2.Expanding DISTRIBUTION CHANNEL+ R&D 3.Demonstrable CONSUMER INSIGHT 4.Adaptation of PRODUCT DESIGN 5.Established CULTURAL ASSIMILATION / SPONSORSHIPS 6.Active SOCIAL & BRANDED CONTENT PLATFORM 7.INTEGRATED MARKETING / SERVICES SYSTEM How hard is the task? How big is the achievement? What are the drivers that lead to building successful brands? 10
- 11. 8% WW white goods SALES1984 2011Bust & Broken PRODUCT DRIVEN "The way we sell online is to be transparent. We tell users everything about the phone. Telling them fully about the CPU, display, that it uses an LG battery. We give the good and the bad. And tell them how we'll fix the bad." Bin Lin, Founder CONSUMER DRIVEN “Taobao does not belong to China. It comes from China but belongs to the whole world. Taobao belongs to this generation.” SERVICE DRIVEN 2,000 outlets and featuring in every town in China generating almost US$2BN CULTURALLY DRIVEN DIFFICULTY RATING 9.8 DIFFICULTY RATING 8.1 DIFFICULTY RATING 6.9 DIFFICULTY RATING 7.1 11
- 12. The VICES & the VIRTUES 12
- 13. Greed Vanity Arrogance Assumption Hope Prioritization Education Humility Insight Honesty Vices Virtues Big brands want global domination too fast Brands must establish a foothold 4irst, then scale. 13
- 14. Brands entering China must decide where to focus. Entering China is like entering 100 markets simultaneously 14
- 15. Worked around communica.ons posi.oning as being “Unexpected”: – Launch the product but adapt it to the Brazilian market: 240 changes to the original spec – Combine compe..ve pricing and op.mal configura.on: good value-‐for-‐money with affordable, quality products – Introduce a 6-‐year warranty, to ease concerns of “low price, low quality” with skepBcal consumers – Increase credibility through celebrity endorsement: Brazilian TV show host, Fausto Silva •Outcome: In 2 weeks 2500 sales; 10,000 vehicles sold in two months. •Sells more cars than all other Chinese brands put together • JAC Motors Entering Brazil Market Highly compeBBve market within this segment Vs Subcompact Haches segment Chery QQ Nissan March Hyundai HB20Fiat Uno Kia Picanto Consumer impression of Chinese products are: “cheap” “imitations” “unreliable” DIFFICULTY RATING 8.5 15
- 16. 16
- 17. Greed Vanity Arrogance Assumption Hope Prioritize Educate Humility Insight Honesty Vices Virtues Big domestic brands struggle to know how irrelevant they are in new markets Develop new cultural reference points that can help build the right image 17
- 18. KPMG, Global Reach China Luxury, 2013 Brands need to understand where national brand adds value How do you market the “British” in British Airways if people don’t understand “British”... If they associate Britain with Mr Bean and Crap food? EXAMPLE 18
- 19. Chengdu Pambassador The cutest job in the world CHALLENGE Low overseas awareness of Chengdu makes it difficult to a ract FDI and tourism. The city needed a globally impactful campaign to put Chengdu on the map. STRATEGY/EXECUTION We executed a 3-month global competition to raise awareness of Chengdu as the hometown of giant pandas. A creative, integrated 360-degree approach, focusing on local market penetration, drove global awareness. RESULTS 2,800 media reports 128 million YouTube views 410,000 Facebook likes 2012 growth of international visitors to Chengdu: 30.3% (compared to 1.2% national growth) 2012 FDI growth: 31.1%(compared to -3.7% national growth) CHENGDU DIFFICULTY RATING 8.0 19
- 20. 20
- 21. Greed Vanity Arrogance Assumption Hope Prioritization Education Humility Insight Honesty Vices Virtues Leading brands can struggle to adapt marketing models Redesign the marketing mix and mentality to a challenger position 21
- 23. 23
- 24. Greed Vanity Arrogance Assumption Hope Prioristisation Education Humility Insight Honesty Vices Virtues It is wrong to assume one market’s consumers will respond similarly in another Start from scratch to 4ind insights for the market, competitors, & consumers 24
- 25. Spanish basketball team. Norway javelin champion NBA: signed an old star Shaquille O'Neal Follower 6,880 Follower 121,208 Lack of Management Maturity, Local insight and local culture knowledge DIFFICULTY RATING 5.7 25
- 26. Five Pillars - the system First is the platform. Second, our procurement system Third, the logistic system Fourth is our distribution system Fifth is CRM system. Values Integrity customers execution innovation. “ Too many people focus too much on the benefits directly before their eyes, which prevent them from seeing a bigger future. Only by giving up the benefits now, can you build a long- lasting course for the future.” Yu Gang, CO-Founder DIFFICULTY RATING 7.2 26
- 27. 27
- 28. Greed Vanity Arrogance Assumption Hope Prioristisation Education Humility Insight Honesty Vices Virtues Partnerships and made too readily in the hope things turn out well. Be paranoid and act like a start-‐up. Move management to where it needs to be 28
- 29. 60 countries Sells products in 160 countries. Founded in Beijing in 1984 HQ - MorrisVille N Carolina Marketing base in India. HK INTL Mgmt DIFFICULTY RATING 9.2 29
- 30. 30
- 31. PR Stakeholders Social Presence Basic Ecosystem Campaign focus Sales Drivers Build Community IdenBfy Champions Always On Paid Owned Earned IntegraBng with Customer Service & eCommerce Mobile backbone Expansion of distribuBon channels & strategic partners Full integrated ecosystem Social CRM Content CreaBon Fully Integrated Always On Brand Programs Demand Programs Initial Developing Defined Managed Optimised Evolution of digital and social in brand building Presence Relevancy Bonding Structural Loyalty 31
- 32. Slowly the world will develop a deeper understanding of “China” 32