Hear from Europanel on the state of consumer behaviour in China and India for a better understanding of market movements and the implications.
Demand for ivory in China has risen dramatically in recent years due to rising affluence and travel. Ivory is traditionally being regarded as precious and prestigious. Our challenge is to make it socially undesirable and change consumer perceptions.
Design research is an integrated process where the client and research team work together closely. Design thinking brings a new mode to traditional market research methodology and which can lead to better marketing innovations and solutions. How to apply design thinking elements in the process of creating meaningful service experiences among the different customer touch points, how these touch points are constantly changing in the China landscape, and what brands should be doing in order to innovate and maintain a competitive advantage is addressed in this paper.
From "made in China" to "innovated in China", the key is to turn consumer insight into product innovation opportunities, which include three core steps: 1) Integrate the traditional qualitative research with design thinking. 2) Integrate consumer insights with trend to create innovation platform. 3) Integrate design resource to produce the new concept.
Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and Canada with the plan for the first battery powered ride on lawn mower, the need for consumer data in the form of tangible, actionable insights was identified. The geographical disconnect is the case for many Chinese manufacturers. As trade agreements face tension under the new US presidency, it has never been more imperative to understand the audience and maximise market share for the future.
This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of the mass Chinese consumer society. By exploring their values and orientation, their role in consumption, their preferences of and affinities with brands as well as their social media influenced way of assessing communication messages, the study draws a fascinating picture of a generation full of opportunity, living in parallel worlds. The paper covers numerous and various marketing, brand and communication cases. Based on insider knowledge, a high inspirational value with an added practical value will be delivered.
Mobile, Social and eCommerce - why are these 3 areas developing faster in China than other countries? With more than 25 years of experience in the media communications industry in Greater China, exclusively across a number of WPP companies, Bessie Lee shares an array of fascinating insights firsthand with the audience in Tokyo. Knowledge that has led her to be the Founder of start-up incubator 'withinlink' where she draws upon an extensive network of thought leaders including marketers, venture capitalists, technologists and communication specialists to help new media and technology start ups to reach their full potential.
Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand personalities to Chinese consumers, the Zodiac sign brand research approach has proven to be extremely helpful and efficient. The presentation introduces this new approach, comparing it to the well established approach of Jungian archetypes. It demonstrates, how with the Zodiac approach one can identify unique brand propositions and analyse competitive positionings. The application of the Zodiac methodology is shown with concrete brand examples of the automobile, fashion and beer market.