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为什么西方模式在中国行不通?

点击:时间:2021-01-21 13:18:35

大家好,欢迎来到欧赛斯。今天的话题是“东西方差异”,由欧赛斯外籍创意总监Aleksandra跟大家分享。


WHY WESTERN

PLAYBOOK

DOESN'T WORK IN CHINA?

为什么西方模式在中国行不通


Rising brands speak Chinese!

中国品牌正在崛起!


1. China is a Brand Market

中国是一个品牌扎堆的大市场

Ultra-rich costumers purchase luxury goods for a variety of reasons:

(1) Status - to convey a sense of status, wealth, exclusivity.

(2) Taste – to show refined taste, odd and delicate, compared to local standard. China is a Brand Market, with more than 52 Billion sales of luxury imported from western countries. What use to be market formass production, today is a playground for showing material status.

富豪购买奢侈品的原因有多种:

(1) 地位 - 表明地位,财富,独一无二

(2) 品位 - 与当地人标准相比,更显示出自己的优雅品味,与众不同和精致。中国是一个品牌大市场,西方奢侈品销售额超过520亿人民币。如何实现大规模生产,现在是凸显原材料资源优势的一场游戏。

Image: New Chinese Millennials图片:中国千禧一代


Image: New Lifestyle (“Consumer Trends 2019”, Mintel)

图片:新生活方式(“2019年消费者趋势”,英敏特)


(图片中内容从左至右:63%的女性还没有准备好生孩子,因为她们认为生育会影响自己的事业;38%的人宁愿把钱花在体验上,也不愿变成房奴;30%的中国消费者认为婚姻对完整人生来说并不是必选项。)


2. Why Western Playbook doesn't work in China?

为什么西方模式在中国行不通

Eastand West are two different worlds. Entrance on the Chinese market haveunbearable barriers for foreign businesses:

• Different Dialects

• Diverse Market Behavior

• Administrative Procedures

• Contrasting Lifestyle

• Online Access Difficulties

• Aestetics

Experts recommend merging with local enterprise or hiring a consultant agency.

东方和西方是两个不同的世界。进入中国市场对外国企业来说有着难以逾越的障碍:

• 不一样的语言

• 多样化的市场行为

• 行政程序

• 相反的生活方式

• 在线访问困难(此处主要是指某些国外网站、app)

• 审美观

专家建议:(1)与当地企业合并(2)聘请专业顾问机构。

Image: Differences in Chinese andWestern taste

图片:中国与西方品味的不同


3. Display Persona in Cashless Society

无现金社会里的用户画像

China is the most connected country in the world. Millennials spend in average 6h a day on their mobile phones, as you can do almost everything throw your phone: order food, taxi, find events or party, educate and pay bills. IoT is deeply embedded in shopping habits and households: laundry, cooking, cleaning, kids’ education and family entertainment, even finding love.

中国是世界上联系最紧密的国家。千禧一代平均每天花6小时在手机上,你可以通过手机实现任何事情:点餐、打车、找活动或聚会、教育和付账。物联网深深植根于购物习惯和家庭:洗衣、烹饪、清洁、儿童教育和家庭娱乐,甚至寻找爱情。

Image: Young spend in average 6hours/day ontheir mobile phone

图片:年轻人每天平均要花费6小时在手机上


4. Westernisation

西化趋势

Capitalise the trend of westernisation. Broader goals, global knowledge and social media make Chinese customers hungry for new passions and curiosity for extreme lifestyle. Concept of “Face” or “Mianzi” makes imported products a status symbol of “having money”. Because of numerous affairssince Chinese mass production and cheap inputs, imported products are trustedas safer than local products.

利用西方化的趋势。更广泛的目标、全球知识和社交媒体让中国消费者对不同的生活方式具有极大的热情和好奇心。"脸面"或"面子"的概念使进口产品成为"有钱"的地位象征。由于中国大规模生产和廉价投入造成的很多的(不安全、不健康)事件,导致人们相信进口产品比本地产品更安全。


5. 360 Integrated Branding Model

360度品牌领导力模型

OSENSConsulting - Shanghai, provides Full-Service Brand Engine and Super MemorySystem (Name, Story, Intellectual property and Visuals), based on deep marketlearning. Providing integrated, consistent experience across all channels.

欧赛斯战略咨询 - 位于上海,在深度了解市场的前提下,(为企业)提供品牌全案服务和品牌超级记忆系统(品牌名、品牌故事、知识产权和品牌视觉),在品牌的所有触点提供一致性的品牌印记及一致化的品牌体验。


6. Brand Reconstruction

品牌重塑

Project: Canadian pork meat need to beimported in China

Challenge: Chinese people don`t want toeat frozen meat (they prefer fresh)

Solution: How to change the mentalityof a whole nation?

项目:加拿大进口猪肉(冰原雪花猪)

挑战:中国人不想吃冻肉(他们更喜欢新鲜肉)

解决方案:如何改变整个民族的心态?




Image: The old VI is totally lost,neitherbeautiful nor safe (Old vs New design)

图片:老的已经丢失的VI系统,既不美丽也不安全(旧vs 新包装对比)




7. We work while you sleep

你睡觉的时候我们在工作

Different time zone enables us to work for even when you sleep. Each working cycle is finished in just one day. Get time zone advantage. 2X capacity and localizeyour brand in China.

不同的时差,你睡觉的时候,我们可以工作。每个工作在一天周期内完成,获得时差优势。2 倍的产能,并将你的品牌中国本地化。



Image: Outsource working indifferent time zones

图片:外包工作在不同的时区


! Trial Study

The 1 billion mission:

OSENS is offering trial mini-project initial support for foreign businesses. Want to retire young and rich? Use the absorption power of Chinese market - 1 billion high-class customers, hungry for branded high-value products. Test your brand in China.

OSENSBrand Cases: 

http://www.osens.cn/case/


试用研究

10亿人的期望:

OSENS正在为外国企业提供试验性小型项目初始支持。想年轻退休又有钱吗?利用中国市场的吸引力——10亿高端客户,渴望高价值的品牌产品。在中国测试您的品牌。

欧赛斯品牌服务案例:

http://www.osens.cn/case/

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