CHERRY#PICKS, the programme decoding China

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3. MISUNDERSTANDING OF CHINESE CONSUMERS BY MANY WESTERN BRANDS
CAUSING MANY MARKETING “MISTAKES” IN TERMS OF BRANDING
+
LACK OF RELEVANT CONTENT ABOUT CHINA ALLYING CULTURE & BUSINESS
THEORY – RESEARCH
(-) hard to relate to
business
(-) hard to absorb
(-) no link with the
news
PRACTICAL INFO
(-) General content
(-) or related to individual
experience
(-) Lack of analysis
CHINESE CULTURE BUSINESS IN CHINA
OBSERVATION
Books, articles,
documentaries
Web TV & radio
programs, press
articles, ITW
3Western-centric
perspective

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CONCEPT (1/2)
BUILDING A BRIGE BETWEEN:
Providing the keys to understand Chinese culture, trends and dynamics, in
order to better do business and communicate in China.
EAST WEST
BUSINESS CULTURE
NEWS KNOWLEDGE
INFORMATION ENTERTAINMENT
AN “INFO-TAINING” PROGRAM DECODING CHINA

5. (+) Higher
perspective
(+) Understanding
the past, to
project the future
(+) Providing the
“keys” to
understand
China
PRACTICAL INFO
BUSINESS IN CHINA
(+) Concrete
information
(+) Linked to the
news
(+) Appealing, lively
video formats
CHINESE CULTURE
THEORY – RESEARCH
CONCEPT (2/2)
CLOSELY LINKING CULTURE WITH MARKETING & BRANDING ISSUES
5Multi-cultural
perspective

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FORMAT
AN ORIGINAL FORMAT – EMBODYING THE IDEA OF “DECODING”
LANGUAGES: ENGLISH CHINESE FRENCH

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A contemporary approach of
knowledge, based on the idea of
“arborescence”, associations of
ideas and interactivity (through
the possibility to select relevant
topic).
Our inspiration would be the user
experience on websites like
Wikipedia or Amazon: one research
conducting to another, according to
the user’s personal interests
CONTENT

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https://vimeo.com/145130684
Password: CHERRY#PICKS
WATCHING THE PILOTE VIDEO

9. OUR COMPANY: CHERRY BLOSSOMS
§ Cherry Blossoms Marketing Research &
Consulting is a boutique marketing agency
based in Hong Kong, building a bridge
between East and West.
§ We help Western – notably French – brands
better “resonate” in China, while providing an
in-depth understanding of local trends and
Chinese consumers’ cultural differences – in
terms of mindset, aesthetic sensibility,
representations and values.
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Fix: (+852) 35 85 70 28
Mob: (+852) 51 35 39 00
Fax: (+852) 30 07 67 37
Address: 1F,Richsun Garden No. 51 Centre street, Sai Ying Pun HONG KONG
E-mail: laurence.lim@cherryblossoms.com.hk
Web: www.cherryblossoms.com.hk
Laurence LIM DALLY