From Made in China to Brands From China
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From Made in China to Brands From China
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- They spend millions of RMB on prime ad-space that they then fill with inefficient messages. Some Chinese brands lack a clear identity and consistent message. They often skip from one customer benefit to the other and try to be everything to everyone. A brand can only prosper when it has found a durable and original message rooted in a deep-seated customer need.
- Rather than trying to clarify what branding REALLY REALLY IS, I’ll just give you some good examples of good and bad branding
- Rather than trying to clarify what branding REALLY REALLY IS, I’ll just give you some good examples of good and bad branding
- dim lighting, strong olfactive and sound identity, wooden shelves, plasma TV screens broadcasting Huntington Beach in CA
- Branding is about relationship, its about projecting yourself as reliable and consistent and truly delivering on that
- Chinese firms have yet to discover the value of market resesarch in order to to identify opportunities in foreign markets and second, chinese firms need to adopt matrix management structure, defining how P&L owners work together with global regional and local managementThe chinese are innovative with strong salesman like instincts. Switching from assembling to creating, from an engineering mindset to inventing will inspire Chinese brands to export. Chinese aethestics travel well, and cultural value if not the political are becoming more universal
- “continue to suffer from unclear brand positioning”5 year agreement to be eqiupment sponsor for Chinese Basketball association: “Expense designed to help raise overall brand value and strengthen the brand’s relevance and connection with younger audiences”Stuck in no man’s land: stuck between cheaper and edgier rivals like Anta on the low end and adidas on the high endhttp://www.ft.com/intl/cms/s/0/0a3917a2-b47f-11e1-bb2e-00144feabdc0.html#axzz26LJHbtuk
- In our new world– you cant PUSH customers anymore, you have to engage them!
- But when you look at their brand strategy its all about consistency and quality controlShift from the enterprise-centric sale of products to the user-centric sale of servicesMake use of global resources to create localized mainstream brands
- Grassroots awareness This digital generation that are soon growing to be the biggest form of consumers and its easy People know immediately more receptive than the existing audiences, more personal medium which is exactly what we need to change CULTURAL pre judgementsMight be a challenge because Chinese companies are so preoccupied with bottom line and ROI, and social media is hard to monetize, but as Weibo becomes more important in brands in china
- http://www.labbrand.com/brand-source/will-chinese-brands-conquer-west-look-haier-and-li-ninghttp://www.forbes.com/sites/avidan/2011/11/28/had-enough-of-made-in-china-get-ready-for-brands-from-china/http://www.mediapost.com/publications/article/176974/americans-show-significant-shift-in-perception-of.htmlhttp://www.forbes.com/sites/kenrapoza/2012/09/12/the-globalization-of-chinas-corporate-brands/2/