1) Trendbüro is a creative think tank, consumer research company, innovation lab, and strategic consulting company with offices in Hamburg and Beijing. 2) They help clients identify trends, understand consumers, and develop brand strategies, product innovations, and new concepts. 3) Trendbüro's approach focuses on understanding life drivers and needs of consumers through immersive research rather than traditional market research to gain insights.

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
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4. Our position
LEFT BRAIN RIGHT BRAIN
STRATEGY CREATIVITY
analytical thinking intuitive thinking
logical acting emotional acting
driven by facts inspired by fiction
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5. Our position
LEFT BRAIN RIGHT BRAIN
STRATEGY CREATIVITY
linear non-linear
thinkers thinkers
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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
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8. Our position
linear non-linear
thinkers thinkers
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9. Our position
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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
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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.
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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?
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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
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16. We dedicate success stories to our clients. Our story is 16 years of
industry leadership and the success of our clients.
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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.
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19. Chinese are different: The American society is mostly shaped by
individualism and hedonism.
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20. Chinese are different: So what? China’s trendsetters are hardly
predictable due to a missing bases of individual decision making.
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21. Trends replace traditions
Trends are strategies for
consumers to handle a
continuously changing
environment. Trends are
the source of innovation.
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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
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23. Challenge
Consumers don’t know
what they want.
But you have to.
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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
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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
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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.
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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.
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29. Strategic thinking: Develop a idea framework to fill your innovation
pipeline.
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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
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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
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33. Insights: Trend Videos & Trend Kits as an outlook into consumer’s future
life
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34. Ideas: Idea Creation Workshop as a source of innovation
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35. Inspirations: Trend Safaris & Scouting Trips as a source for concept
ideas, campaigns and events
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36. Concepts: Products, marketing initiatives, services, retail
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37. Concepts: Products, marketing initiatives, services, retail
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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