SlideShare une entreprise Scribd logo
1  sur  72
Fakesumption
The      also started with                              .




Fakesumption                 w w w . t r e n d b u e r o . c o m >>   2
Did you know that 1 out of 4 Germans

have heard of or seen




Fakesumption                w w w . t r e n d b u e r o . c o m >>   3
Did you know that 1 of 4 Europeans

admitted to

in the last three years.


Fakesumption                w w w . t r e n d b u e r o . c o m >>   4
of these did it on                                                  .

      of these think fakes are

                                                        .


Fakesumption                     w w w . t r e n d b u e r o . c o m >>   5
Fakes often come in a

product                 compared to

their originals.


Fakesumption               w w w . t r e n d b u e r o . c o m >>   6
Many fakes are produced in the

                          together

with their originals.


Fakesumption                     w w w . t r e n d b u e r o . c o m >>   7
–      of all goods

produced in China are fakes.




Fakesumption                   w w w . t r e n d b u e r o . c o m >>   8
million jobs                    in China

are provided directly by the fake industry.




Fakesumption                    w w w . t r e n d b u e r o . c o m >>   9
Despite all efforts to become an

innovation super power, generating jobs



                     remains the

focus for the Chinese government.
Fakesumption                 w w w . t r e n d b u e r o . c o m >>   10
Backed up

by organized cri

fakers have gone global.
Fakesumption               w w w . t r e n d b u e r o . c o m >>   11
of fakes is now twice

as big as Wal Mart.
                      Fake sales revenues have increased by 400% since 1990. 7% of world trade
                      is derived to fake products.




Fakesumption                                             w w w . t r e n d b u e r o . c o m >>   12
Of course, this business is

               and              ,

highly connected to crime, based on

stealing, cheating and lying.
Fakesumption                    w w w . t r e n d b u e r o . c o m >>   13
But if fakers are so successful,

they must have



                   Annual global trade in fake goods has risen to app. US-$600 billion in 2008




Fakesumption                                                   w w w . t r e n d b u e r o . c o m >>   14
from their

success stories?


Fakesumption           w w w . t r e n d b u e r o . c o m >>   15
1.                      :

Fakes deliver what originals don‘t!




Fakesumption                   w w w . t r e n d b u e r o . c o m >>   16
Let‘s be realistic:

People           fakes on                                            .

They need       fakes.

They are aware of possible

           .                 More than 61% of UK fakesumers are aware
                                        of the accident and health risks




1. Consumers                        w w w . t r e n d b u e r o . c o m >>   17
In emerging markets as well as recession

economies: Consumers need




1. Consumers                  w w w . t r e n d b u e r o . c o m >>   18
Fakes are

good-enough-solution ever!




1. Consumers                 w w w . t r e n d b u e r o . c o m >>   19
But many fake buyers are



                   .


1. Consumers               w w w . t r e n d b u e r o . c o m >>   20
To        on,           or

                them might

not be the best idea.


1. Consumers                 w w w . t r e n d b u e r o . c o m >>   21
So, why don‘t we think of

                     to

                   these customers

instead of outlawing them?


1. Consumers                  w w w . t r e n d b u e r o . c o m >>   22
Can you give consumers a



to spend much more for the original?


1. Consumers                  w w w . t r e n d b u e r o . c o m >>   23
Fake buyers         your

but they are

        your brand premium.




1. Consumers                  w w w . t r e n d b u e r o . c o m >>   24
2.             :

Fakes expose the brand gap




Fakesumption                 w w w . t r e n d b u e r o . c o m >>   25
Companies                                         brands,

brands

themselves. But consumers

aren’t buying it.

                    Consumers’ trust in brands declined by 50% during the last 10 years.


2. Brands                                         w w w . t r e n d b u e r o . c o m >>   26
The price difference between white ware

and fake product is

                 which consumers                               350




are willing to

for the               .
                                               25


                                       Fake         Original



2. Brands                     w w w . t r e n d b u e r o . c o m >>   27
Brands rely                          on

products. But products can be

               these days.


2. Brands                       w w w . t r e n d b u e r o . c o m >>   28
make the

                     :

Consumers want to...
... be personally recognised,
... be treated exceptionally and
... participate in the brand.

2. Brands                          w w w . t r e n d b u e r o . c o m >>   29
The better you            ,

the more consumers will



the problem.


2. Brands                     w w w . t r e n d b u e r o . c o m >>   30
Instead of bonding with customers,

companies invest heavily in




2. Brands                     w w w . t r e n d b u e r o . c o m >>   31
This is

                   and

                   in a digitally

connected world.
2. Brands                           w w w . t r e n d b u e r o . c o m >>   32
With money being short, companies will

have to reconsider              their

                     .


2. Brands                    w w w . t r e n d b u e r o . c o m >>   33
>=<          ?



2. Brands         w w w . t r e n d b u e r o . c o m >>   34
The more brands

                       the fakes,

the more fakers

                  criminals.
2. Brands                           w w w . t r e n d b u e r o . c o m >>   35
The more fakers

become                   ,

the more they connect with

                                    .
2. Brands                    w w w . t r e n d b u e r o . c o m >>   36
Instead of buying bigger arms,

how can brands                                 and



with their customers?
2. Brands                        w w w . t r e n d b u e r o . c o m >>   37
How can brands offer something

                     who
rd
        ’

their premium?
2. Brands                    w w w . t r e n d b u e r o . c o m >>   38
3.             :

They have been the brands‘ shadow,
but now the shadow begins to live



Fakesumption                 w w w . t r e n d b u e r o . c o m >>   39
Whatever a brand is doing, fakers will



                          .


3. Fakers                      w w w . t r e n d b u e r o . c o m >>   40
The fake industry is extremely

                             and highly

                       .


3. Fakers                        w w w . t r e n d b u e r o . c o m >>   41
“We fake on demand

and only what we can   ”




3. Fakers                  w w w . t r e n d b u e r o . c o m >>   42
As brands are so busy

running their empires, fakers

                   to the

            .
3. Fakers                       w w w . t r e n d b u e r o . c o m >>   43
Fakes become innovative:

– new

– more


3. Fakers                  w w w . t r e n d b u e r o . c o m >>   44
And in return brands begin to



                     to learn what their

customers might need.


3. Fakers                       w w w . t r e n d b u e r o . c o m >>   45
With the emergence of the



fakers go               .
3. Fakers                   w w w . t r e n d b u e r o . c o m >>   46
Premium




3. Fakers   w w w . t r e n d b u e r o . c o m >>   47
Premium
+ boutique




3. Fakers    w w w . t r e n d b u e r o . c o m >>   48
Premium
+ boutique
+




3. Fakers    w w w . t r e n d b u e r o . c o m >>   49
Premium
+ boutique
+
+ personal


3. Fakers    w w w . t r e n d b u e r o . c o m >>   50
= higher




3. Fakers   w w w . t r e n d b u e r o . c o m >>   51
= higher
= higher




3. Fakers   w w w . t r e n d b u e r o . c o m >>   52
= higher
= higher
= more




3. Fakers   w w w . t r e n d b u e r o . c o m >>   53
= higher
= higher
= more
= bigger


3. Fakers   w w w . t r e n d b u e r o . c o m >>   54
= higher
= higher
= more
= bigger
= bigger    tomorrow
3. Fakers         w w w . t r e n d b u e r o . c o m >>   55
Fakers will develop

               and become the H&Ms

of emerging markets.


3. Fakers                   w w w . t r e n d b u e r o . c o m >>   56
But it is even worse:

Fakers attack           brands

                                 .


3. Fakers                            w w w . t r e n d b u e r o . c o m >>   57
originals into fakes.


3. Fakers               w w w . t r e n d b u e r o . c o m >>   58
They sell fake parts to manufacturers,

            with                            and

open up online stores to sell directly.


3. Fakers                       w w w . t r e n d b u e r o . c o m >>   59
How much further will we let them

            ?




3. Fakers                    w w w . t r e n d b u e r o . c o m >>   60
How much longer will it take to realize



to fight fakers t      ‘                                     ?


3. Fakers                      w w w . t r e n d b u e r o . c o m >>   61
The Future of Fake   w w w . t r e n d b u e r o . c o m >>   62
If you have a problem,

              .




Conclusion               w w w . t r e n d b u e r o . c o m >>   63
If you can’t fight         it,
criminalize
                     it.




Conclusion                       w w w . t r e n d b u e r o . c o m >>   64
If you can’t                it,

               it.




Conclusion           w w w . t r e n d b u e r o . c o m >>   65
If you want to integrate                       it,

you’ll need                                  to

             . offer something


Conclusion                       w w w . t r e n d b u e r o . c o m >>   66
How can brands better

                  their customers?

What else do they have to

than a product and a logo?
Conclusion                   w w w . t r e n d b u e r o . c o m >>   67
How can brands build on



instead of                ?


Conclusion                    w w w . t r e n d b u e r o . c o m >>   68
Why don‘t brands


their              ?



Conclusion         w w w . t r e n d b u e r o . c o m >> 69
If you want to further explore

the realms of

please get in touch.



Conclusion                       w w w . t r e n d b u e r o . c o m >>   70
Thank you!



Trendbüro GmbH
Hohe Brücke 1 | 20459 Hamburg | Germany
Phone: +49(0)40-36 97 78-0 | Fax: +49(0)40-36 97 78-10
E-Mail to Europe: j.jelden@trendbuero.com | E-Mail to Asia: d.jehmlich@trendbuero.com




Contact                                                                          w w w . t r e n d b u e r o . c o m >> 71
©2009. Alle Rechte vorbehalten. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der Trendbüro – Beratungs-
unternehmen für gesellschaftlichen Wandel GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung, die vollständige oder teilweise
Vervielfältigung sowie die Weitergabe an Dritte sind nicht gestattet.




Fakesumption                                                                                                        w w w . t r e n d b u e r o . c o m >>

Contenu connexe

En vedette

Progressive 2005_noart
Progressive 2005_noartProgressive 2005_noart
Progressive 2005_noartfinance18
 
Infographic: How Are School Districts Preparing For The Affordable Care Act?
Infographic: How Are School Districts Preparing For The Affordable Care Act?Infographic: How Are School Districts Preparing For The Affordable Care Act?
Infographic: How Are School Districts Preparing For The Affordable Care Act?Frontline Technologies
 
Seara deschisa 16 octombrie 2013. Institutul de Marketing si Oxford Colleg...
Seara deschisa 16  octombrie  2013.  Institutul de Marketing si Oxford Colleg...Seara deschisa 16  octombrie  2013.  Institutul de Marketing si Oxford Colleg...
Seara deschisa 16 octombrie 2013. Institutul de Marketing si Oxford Colleg...Institutul de Marketing
 
Pictures
PicturesPictures
Picturesmikerix
 
2007 UM Baseball cover
2007 UM Baseball cover2007 UM Baseball cover
2007 UM Baseball coverEtta Schaller
 
Med enec case study ee indicator 2011 pp en 8
Med enec case study ee indicator 2011 pp en 8Med enec case study ee indicator 2011 pp en 8
Med enec case study ee indicator 2011 pp en 8RCREEE
 
The modern recruiter: content creator, storyteller and advert writer #RecHan...
The modern recruiter:  content creator, storyteller and advert writer #RecHan...The modern recruiter:  content creator, storyteller and advert writer #RecHan...
The modern recruiter: content creator, storyteller and advert writer #RecHan...Colleague Software
 

En vedette (9)

Yellow #5
Yellow #5Yellow #5
Yellow #5
 
Progressive 2005_noart
Progressive 2005_noartProgressive 2005_noart
Progressive 2005_noart
 
Infographic: How Are School Districts Preparing For The Affordable Care Act?
Infographic: How Are School Districts Preparing For The Affordable Care Act?Infographic: How Are School Districts Preparing For The Affordable Care Act?
Infographic: How Are School Districts Preparing For The Affordable Care Act?
 
Seara deschisa 16 octombrie 2013. Institutul de Marketing si Oxford Colleg...
Seara deschisa 16  octombrie  2013.  Institutul de Marketing si Oxford Colleg...Seara deschisa 16  octombrie  2013.  Institutul de Marketing si Oxford Colleg...
Seara deschisa 16 octombrie 2013. Institutul de Marketing si Oxford Colleg...
 
Pictures
PicturesPictures
Pictures
 
Red Wine
Red WineRed Wine
Red Wine
 
2007 UM Baseball cover
2007 UM Baseball cover2007 UM Baseball cover
2007 UM Baseball cover
 
Med enec case study ee indicator 2011 pp en 8
Med enec case study ee indicator 2011 pp en 8Med enec case study ee indicator 2011 pp en 8
Med enec case study ee indicator 2011 pp en 8
 
The modern recruiter: content creator, storyteller and advert writer #RecHan...
The modern recruiter:  content creator, storyteller and advert writer #RecHan...The modern recruiter:  content creator, storyteller and advert writer #RecHan...
The modern recruiter: content creator, storyteller and advert writer #RecHan...
 

Similaire à Fakesumption

Intro to business chapt 3
Intro to business   chapt 3Intro to business   chapt 3
Intro to business chapt 3Beyer_Cuesta
 
Wonjin Proposal
Wonjin ProposalWonjin Proposal
Wonjin Proposalc8think
 
EIA2019Portugal - Investment: Busting the Myths - David Carvalhao
EIA2019Portugal - Investment: Busting the Myths - David CarvalhaoEIA2019Portugal - Investment: Busting the Myths - David Carvalhao
EIA2019Portugal - Investment: Busting the Myths - David CarvalhaoEuropean Innovation Academy
 
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready For
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready ForThe 8 Biggest Retail Trends Every Retailer Needs To Be Ready For
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready ForBernard Marr
 
The Importance Of Networking For Retail Retail Conference 2009
The Importance Of Networking For Retail   Retail Conference 2009The Importance Of Networking For Retail   Retail Conference 2009
The Importance Of Networking For Retail Retail Conference 2009Andy Lopata
 
Trade House Market Comment December 2020
Trade House Market Comment December 2020 Trade House Market Comment December 2020
Trade House Market Comment December 2020 Court Guinness
 
One Surprisingly Effective Way To HttpsEssaysrescue.Com
One Surprisingly Effective Way To HttpsEssaysrescue.ComOne Surprisingly Effective Way To HttpsEssaysrescue.Com
One Surprisingly Effective Way To HttpsEssaysrescue.ComToya Shamberger
 
Legitimate Mlm Or Pyramid Scheme How Can You Tell
Legitimate Mlm Or Pyramid Scheme How Can You TellLegitimate Mlm Or Pyramid Scheme How Can You Tell
Legitimate Mlm Or Pyramid Scheme How Can You TellThompson Burton, PLLC
 
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21CatalinaRigou1
 
What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019Ogilvy Consulting
 
Counterfeit and gray market goods: Why brands are seeing red
Counterfeit and gray market goods: Why brands are seeing redCounterfeit and gray market goods: Why brands are seeing red
Counterfeit and gray market goods: Why brands are seeing redNational Retail Federation
 
Future of Retail - Raconteur give you an eye on the future
Future of Retail - Raconteur give you an eye on the futureFuture of Retail - Raconteur give you an eye on the future
Future of Retail - Raconteur give you an eye on the futuremichelecappelli1
 
The truth about social media (Hint: it’s not media)
The truth about social media (Hint: it’s not media)The truth about social media (Hint: it’s not media)
The truth about social media (Hint: it’s not media)Paul Boomer
 
Myths, And Confusion Revolving Around The Newly Released...
Myths, And Confusion Revolving Around The Newly Released...Myths, And Confusion Revolving Around The Newly Released...
Myths, And Confusion Revolving Around The Newly Released...Jill Lyons
 
Taking A Stand Against Wal-Mart Essay Example
Taking A Stand Against Wal-Mart Essay ExampleTaking A Stand Against Wal-Mart Essay Example
Taking A Stand Against Wal-Mart Essay ExampleMyel Ramos
 
Best Examples of Dead Stock in 2023.pdf
Best Examples of Dead Stock in 2023.pdfBest Examples of Dead Stock in 2023.pdf
Best Examples of Dead Stock in 2023.pdfAlisha Arnette
 

Similaire à Fakesumption (20)

Chpt 12
Chpt 12Chpt 12
Chpt 12
 
Intro to business chapt 3
Intro to business   chapt 3Intro to business   chapt 3
Intro to business chapt 3
 
Wonjin Proposal
Wonjin ProposalWonjin Proposal
Wonjin Proposal
 
EIA2019Portugal - Investment: Busting the Myths - David Carvalhao
EIA2019Portugal - Investment: Busting the Myths - David CarvalhaoEIA2019Portugal - Investment: Busting the Myths - David Carvalhao
EIA2019Portugal - Investment: Busting the Myths - David Carvalhao
 
9 revision strategies to make your writing stronger
9 revision strategies to make your writing stronger9 revision strategies to make your writing stronger
9 revision strategies to make your writing stronger
 
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready For
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready ForThe 8 Biggest Retail Trends Every Retailer Needs To Be Ready For
The 8 Biggest Retail Trends Every Retailer Needs To Be Ready For
 
The Importance Of Networking For Retail Retail Conference 2009
The Importance Of Networking For Retail   Retail Conference 2009The Importance Of Networking For Retail   Retail Conference 2009
The Importance Of Networking For Retail Retail Conference 2009
 
Trade House Market Comment December 2020
Trade House Market Comment December 2020 Trade House Market Comment December 2020
Trade House Market Comment December 2020
 
Brand Identity Theft
Brand Identity TheftBrand Identity Theft
Brand Identity Theft
 
Thorns
ThornsThorns
Thorns
 
One Surprisingly Effective Way To HttpsEssaysrescue.Com
One Surprisingly Effective Way To HttpsEssaysrescue.ComOne Surprisingly Effective Way To HttpsEssaysrescue.Com
One Surprisingly Effective Way To HttpsEssaysrescue.Com
 
Legitimate Mlm Or Pyramid Scheme How Can You Tell
Legitimate Mlm Or Pyramid Scheme How Can You TellLegitimate Mlm Or Pyramid Scheme How Can You Tell
Legitimate Mlm Or Pyramid Scheme How Can You Tell
 
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21
Alexandre Vauthier Trends Report by Catalina Rigou | ESMOD 20/21
 
What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019What's Next: The Ogilvy Consulting Trends for 2019
What's Next: The Ogilvy Consulting Trends for 2019
 
Counterfeit and gray market goods: Why brands are seeing red
Counterfeit and gray market goods: Why brands are seeing redCounterfeit and gray market goods: Why brands are seeing red
Counterfeit and gray market goods: Why brands are seeing red
 
Future of Retail - Raconteur give you an eye on the future
Future of Retail - Raconteur give you an eye on the futureFuture of Retail - Raconteur give you an eye on the future
Future of Retail - Raconteur give you an eye on the future
 
The truth about social media (Hint: it’s not media)
The truth about social media (Hint: it’s not media)The truth about social media (Hint: it’s not media)
The truth about social media (Hint: it’s not media)
 
Myths, And Confusion Revolving Around The Newly Released...
Myths, And Confusion Revolving Around The Newly Released...Myths, And Confusion Revolving Around The Newly Released...
Myths, And Confusion Revolving Around The Newly Released...
 
Taking A Stand Against Wal-Mart Essay Example
Taking A Stand Against Wal-Mart Essay ExampleTaking A Stand Against Wal-Mart Essay Example
Taking A Stand Against Wal-Mart Essay Example
 
Best Examples of Dead Stock in 2023.pdf
Best Examples of Dead Stock in 2023.pdfBest Examples of Dead Stock in 2023.pdf
Best Examples of Dead Stock in 2023.pdf
 

Plus de Trendbüro

Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011
Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011
Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011Trendbüro
 
Edition koerber stiftung vorschau gebhardt_2037
Edition koerber stiftung vorschau gebhardt_2037Edition koerber stiftung vorschau gebhardt_2037
Edition koerber stiftung vorschau gebhardt_2037Trendbüro
 
Wrigley Ideenreport
Wrigley IdeenreportWrigley Ideenreport
Wrigley IdeenreportTrendbüro
 
GO SMART 2012 - Studie zur Smartphonenutzung 2012
GO SMART 2012 - Studie zur Smartphonenutzung 2012GO SMART 2012 - Studie zur Smartphonenutzung 2012
GO SMART 2012 - Studie zur Smartphonenutzung 2012Trendbüro
 
Trendbuero Dialego Healthstyle 3
Trendbuero Dialego Healthstyle 3Trendbuero Dialego Healthstyle 3
Trendbuero Dialego Healthstyle 3Trendbüro
 
Otto Group Trendstudie 2009: Die Zukunft des ethischen Konsums
Otto Group Trendstudie 2009: Die Zukunft des ethischen KonsumsOtto Group Trendstudie 2009: Die Zukunft des ethischen Konsums
Otto Group Trendstudie 2009: Die Zukunft des ethischen KonsumsTrendbüro
 
Wie organisiert man sozialen Reichtum?
Wie organisiert man sozialen Reichtum?Wie organisiert man sozialen Reichtum?
Wie organisiert man sozialen Reichtum?Trendbüro
 
Trend Audit2009
Trend Audit2009Trend Audit2009
Trend Audit2009Trendbüro
 
Social media analysis with InsightBench
Social media analysis with InsightBenchSocial media analysis with InsightBench
Social media analysis with InsightBenchTrendbüro
 
Social Media Analyse mit InsightBench
Social Media Analyse mit InsightBenchSocial Media Analyse mit InsightBench
Social Media Analyse mit InsightBenchTrendbüro
 
Trend Audit 2009. Sozialer Reichtum
Trend Audit 2009. Sozialer ReichtumTrend Audit 2009. Sozialer Reichtum
Trend Audit 2009. Sozialer ReichtumTrendbüro
 
Sustainable China?
Sustainable China?Sustainable China?
Sustainable China?Trendbüro
 
A Shift In Creative Industry – Expert Survey
A Shift In Creative Industry – Expert SurveyA Shift In Creative Industry – Expert Survey
A Shift In Creative Industry – Expert SurveyTrendbüro
 
LUXURY IN CHINA: Get Rich Is Glorious
LUXURY IN CHINA: Get Rich Is GloriousLUXURY IN CHINA: Get Rich Is Glorious
LUXURY IN CHINA: Get Rich Is GloriousTrendbüro
 
Identity Management Manifesto
Identity Management ManifestoIdentity Management Manifesto
Identity Management ManifestoTrendbüro
 
Manifest Identitaetsmanagement
Manifest IdentitaetsmanagementManifest Identitaetsmanagement
Manifest IdentitaetsmanagementTrendbüro
 
Chinese Version of Trendbuero Asia-Pacific – company profile
Chinese Version of Trendbuero Asia-Pacific – company profileChinese Version of Trendbuero Asia-Pacific – company profile
Chinese Version of Trendbuero Asia-Pacific – company profileTrendbüro
 
Trendbuero Asia-Pacific – Company profile
Trendbuero Asia-Pacific – Company profileTrendbuero Asia-Pacific – Company profile
Trendbuero Asia-Pacific – Company profileTrendbüro
 

Plus de Trendbüro (18)

Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011
Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011
Microsharing in der Praxis // Vortrag (gekürzt) IOM Summit 2011
 
Edition koerber stiftung vorschau gebhardt_2037
Edition koerber stiftung vorschau gebhardt_2037Edition koerber stiftung vorschau gebhardt_2037
Edition koerber stiftung vorschau gebhardt_2037
 
Wrigley Ideenreport
Wrigley IdeenreportWrigley Ideenreport
Wrigley Ideenreport
 
GO SMART 2012 - Studie zur Smartphonenutzung 2012
GO SMART 2012 - Studie zur Smartphonenutzung 2012GO SMART 2012 - Studie zur Smartphonenutzung 2012
GO SMART 2012 - Studie zur Smartphonenutzung 2012
 
Trendbuero Dialego Healthstyle 3
Trendbuero Dialego Healthstyle 3Trendbuero Dialego Healthstyle 3
Trendbuero Dialego Healthstyle 3
 
Otto Group Trendstudie 2009: Die Zukunft des ethischen Konsums
Otto Group Trendstudie 2009: Die Zukunft des ethischen KonsumsOtto Group Trendstudie 2009: Die Zukunft des ethischen Konsums
Otto Group Trendstudie 2009: Die Zukunft des ethischen Konsums
 
Wie organisiert man sozialen Reichtum?
Wie organisiert man sozialen Reichtum?Wie organisiert man sozialen Reichtum?
Wie organisiert man sozialen Reichtum?
 
Trend Audit2009
Trend Audit2009Trend Audit2009
Trend Audit2009
 
Social media analysis with InsightBench
Social media analysis with InsightBenchSocial media analysis with InsightBench
Social media analysis with InsightBench
 
Social Media Analyse mit InsightBench
Social Media Analyse mit InsightBenchSocial Media Analyse mit InsightBench
Social Media Analyse mit InsightBench
 
Trend Audit 2009. Sozialer Reichtum
Trend Audit 2009. Sozialer ReichtumTrend Audit 2009. Sozialer Reichtum
Trend Audit 2009. Sozialer Reichtum
 
Sustainable China?
Sustainable China?Sustainable China?
Sustainable China?
 
A Shift In Creative Industry – Expert Survey
A Shift In Creative Industry – Expert SurveyA Shift In Creative Industry – Expert Survey
A Shift In Creative Industry – Expert Survey
 
LUXURY IN CHINA: Get Rich Is Glorious
LUXURY IN CHINA: Get Rich Is GloriousLUXURY IN CHINA: Get Rich Is Glorious
LUXURY IN CHINA: Get Rich Is Glorious
 
Identity Management Manifesto
Identity Management ManifestoIdentity Management Manifesto
Identity Management Manifesto
 
Manifest Identitaetsmanagement
Manifest IdentitaetsmanagementManifest Identitaetsmanagement
Manifest Identitaetsmanagement
 
Chinese Version of Trendbuero Asia-Pacific – company profile
Chinese Version of Trendbuero Asia-Pacific – company profileChinese Version of Trendbuero Asia-Pacific – company profile
Chinese Version of Trendbuero Asia-Pacific – company profile
 
Trendbuero Asia-Pacific – Company profile
Trendbuero Asia-Pacific – Company profileTrendbuero Asia-Pacific – Company profile
Trendbuero Asia-Pacific – Company profile
 

Dernier

Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 

Dernier (20)

Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 

Fakesumption

  • 2. The also started with . Fakesumption w w w . t r e n d b u e r o . c o m >> 2
  • 3. Did you know that 1 out of 4 Germans have heard of or seen Fakesumption w w w . t r e n d b u e r o . c o m >> 3
  • 4. Did you know that 1 of 4 Europeans admitted to in the last three years. Fakesumption w w w . t r e n d b u e r o . c o m >> 4
  • 5. of these did it on . of these think fakes are . Fakesumption w w w . t r e n d b u e r o . c o m >> 5
  • 6. Fakes often come in a product compared to their originals. Fakesumption w w w . t r e n d b u e r o . c o m >> 6
  • 7. Many fakes are produced in the together with their originals. Fakesumption w w w . t r e n d b u e r o . c o m >> 7
  • 8. of all goods produced in China are fakes. Fakesumption w w w . t r e n d b u e r o . c o m >> 8
  • 9. million jobs in China are provided directly by the fake industry. Fakesumption w w w . t r e n d b u e r o . c o m >> 9
  • 10. Despite all efforts to become an innovation super power, generating jobs remains the focus for the Chinese government. Fakesumption w w w . t r e n d b u e r o . c o m >> 10
  • 11. Backed up by organized cri fakers have gone global. Fakesumption w w w . t r e n d b u e r o . c o m >> 11
  • 12. of fakes is now twice as big as Wal Mart. Fake sales revenues have increased by 400% since 1990. 7% of world trade is derived to fake products. Fakesumption w w w . t r e n d b u e r o . c o m >> 12
  • 13. Of course, this business is and , highly connected to crime, based on stealing, cheating and lying. Fakesumption w w w . t r e n d b u e r o . c o m >> 13
  • 14. But if fakers are so successful, they must have Annual global trade in fake goods has risen to app. US-$600 billion in 2008 Fakesumption w w w . t r e n d b u e r o . c o m >> 14
  • 15. from their success stories? Fakesumption w w w . t r e n d b u e r o . c o m >> 15
  • 16. 1. : Fakes deliver what originals don‘t! Fakesumption w w w . t r e n d b u e r o . c o m >> 16
  • 17. Let‘s be realistic: People fakes on . They need fakes. They are aware of possible . More than 61% of UK fakesumers are aware of the accident and health risks 1. Consumers w w w . t r e n d b u e r o . c o m >> 17
  • 18. In emerging markets as well as recession economies: Consumers need 1. Consumers w w w . t r e n d b u e r o . c o m >> 18
  • 19. Fakes are good-enough-solution ever! 1. Consumers w w w . t r e n d b u e r o . c o m >> 19
  • 20. But many fake buyers are . 1. Consumers w w w . t r e n d b u e r o . c o m >> 20
  • 21. To on, or them might not be the best idea. 1. Consumers w w w . t r e n d b u e r o . c o m >> 21
  • 22. So, why don‘t we think of to these customers instead of outlawing them? 1. Consumers w w w . t r e n d b u e r o . c o m >> 22
  • 23. Can you give consumers a to spend much more for the original? 1. Consumers w w w . t r e n d b u e r o . c o m >> 23
  • 24. Fake buyers your but they are your brand premium. 1. Consumers w w w . t r e n d b u e r o . c o m >> 24
  • 25. 2. : Fakes expose the brand gap Fakesumption w w w . t r e n d b u e r o . c o m >> 25
  • 26. Companies brands, brands themselves. But consumers aren’t buying it. Consumers’ trust in brands declined by 50% during the last 10 years. 2. Brands w w w . t r e n d b u e r o . c o m >> 26
  • 27. The price difference between white ware and fake product is which consumers 350 are willing to for the . 25 Fake Original 2. Brands w w w . t r e n d b u e r o . c o m >> 27
  • 28. Brands rely on products. But products can be these days. 2. Brands w w w . t r e n d b u e r o . c o m >> 28
  • 29. make the : Consumers want to... ... be personally recognised, ... be treated exceptionally and ... participate in the brand. 2. Brands w w w . t r e n d b u e r o . c o m >> 29
  • 30. The better you , the more consumers will the problem. 2. Brands w w w . t r e n d b u e r o . c o m >> 30
  • 31. Instead of bonding with customers, companies invest heavily in 2. Brands w w w . t r e n d b u e r o . c o m >> 31
  • 32. This is and in a digitally connected world. 2. Brands w w w . t r e n d b u e r o . c o m >> 32
  • 33. With money being short, companies will have to reconsider their . 2. Brands w w w . t r e n d b u e r o . c o m >> 33
  • 34. >=< ? 2. Brands w w w . t r e n d b u e r o . c o m >> 34
  • 35. The more brands the fakes, the more fakers criminals. 2. Brands w w w . t r e n d b u e r o . c o m >> 35
  • 36. The more fakers become , the more they connect with . 2. Brands w w w . t r e n d b u e r o . c o m >> 36
  • 37. Instead of buying bigger arms, how can brands and with their customers? 2. Brands w w w . t r e n d b u e r o . c o m >> 37
  • 38. How can brands offer something who rd ’ their premium? 2. Brands w w w . t r e n d b u e r o . c o m >> 38
  • 39. 3. : They have been the brands‘ shadow, but now the shadow begins to live Fakesumption w w w . t r e n d b u e r o . c o m >> 39
  • 40. Whatever a brand is doing, fakers will . 3. Fakers w w w . t r e n d b u e r o . c o m >> 40
  • 41. The fake industry is extremely and highly . 3. Fakers w w w . t r e n d b u e r o . c o m >> 41
  • 42. “We fake on demand and only what we can ” 3. Fakers w w w . t r e n d b u e r o . c o m >> 42
  • 43. As brands are so busy running their empires, fakers to the . 3. Fakers w w w . t r e n d b u e r o . c o m >> 43
  • 44. Fakes become innovative: – new – more 3. Fakers w w w . t r e n d b u e r o . c o m >> 44
  • 45. And in return brands begin to to learn what their customers might need. 3. Fakers w w w . t r e n d b u e r o . c o m >> 45
  • 46. With the emergence of the fakers go . 3. Fakers w w w . t r e n d b u e r o . c o m >> 46
  • 47. Premium 3. Fakers w w w . t r e n d b u e r o . c o m >> 47
  • 48. Premium + boutique 3. Fakers w w w . t r e n d b u e r o . c o m >> 48
  • 49. Premium + boutique + 3. Fakers w w w . t r e n d b u e r o . c o m >> 49
  • 50. Premium + boutique + + personal 3. Fakers w w w . t r e n d b u e r o . c o m >> 50
  • 51. = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 51
  • 52. = higher = higher 3. Fakers w w w . t r e n d b u e r o . c o m >> 52
  • 53. = higher = higher = more 3. Fakers w w w . t r e n d b u e r o . c o m >> 53
  • 54. = higher = higher = more = bigger 3. Fakers w w w . t r e n d b u e r o . c o m >> 54
  • 55. = higher = higher = more = bigger = bigger tomorrow 3. Fakers w w w . t r e n d b u e r o . c o m >> 55
  • 56. Fakers will develop and become the H&Ms of emerging markets. 3. Fakers w w w . t r e n d b u e r o . c o m >> 56
  • 57. But it is even worse: Fakers attack brands . 3. Fakers w w w . t r e n d b u e r o . c o m >> 57
  • 58. originals into fakes. 3. Fakers w w w . t r e n d b u e r o . c o m >> 58
  • 59. They sell fake parts to manufacturers, with and open up online stores to sell directly. 3. Fakers w w w . t r e n d b u e r o . c o m >> 59
  • 60. How much further will we let them ? 3. Fakers w w w . t r e n d b u e r o . c o m >> 60
  • 61. How much longer will it take to realize to fight fakers t ‘ ? 3. Fakers w w w . t r e n d b u e r o . c o m >> 61
  • 62. The Future of Fake w w w . t r e n d b u e r o . c o m >> 62
  • 63. If you have a problem, . Conclusion w w w . t r e n d b u e r o . c o m >> 63
  • 64. If you can’t fight it, criminalize it. Conclusion w w w . t r e n d b u e r o . c o m >> 64
  • 65. If you can’t it, it. Conclusion w w w . t r e n d b u e r o . c o m >> 65
  • 66. If you want to integrate it, you’ll need to . offer something Conclusion w w w . t r e n d b u e r o . c o m >> 66
  • 67. How can brands better their customers? What else do they have to than a product and a logo? Conclusion w w w . t r e n d b u e r o . c o m >> 67
  • 68. How can brands build on instead of ? Conclusion w w w . t r e n d b u e r o . c o m >> 68
  • 69. Why don‘t brands their ? Conclusion w w w . t r e n d b u e r o . c o m >> 69
  • 70. If you want to further explore the realms of please get in touch. Conclusion w w w . t r e n d b u e r o . c o m >> 70
  • 71. Thank you! Trendbüro GmbH Hohe Brücke 1 | 20459 Hamburg | Germany Phone: +49(0)40-36 97 78-0 | Fax: +49(0)40-36 97 78-10 E-Mail to Europe: j.jelden@trendbuero.com | E-Mail to Asia: d.jehmlich@trendbuero.com Contact w w w . t r e n d b u e r o . c o m >> 71
  • 72. ©2009. Alle Rechte vorbehalten. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der Trendbüro – Beratungs- unternehmen für gesellschaftlichen Wandel GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung, die vollständige oder teilweise Vervielfältigung sowie die Weitergabe an Dritte sind nicht gestattet. Fakesumption w w w . t r e n d b u e r o . c o m >>