Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Mumbrella360 Presentation 2013

5.793 Aufrufe

Veröffentlicht am

NOTES FOR THIS PRESENTATION CAN BE SEEN HERE: tinyurl.com/m6v9zdt

Veröffentlicht in: Business, Technologie

Mumbrella360 Presentation 2013

  1. 1. YOU DON’T HAVE TO BE ASADOMASOCHISTTO WORK IN CHINABUT IT HELPS
  2. 2. LEGALDISCLAIMER
  3. 3. I’ll Be Rambling!Like A Mad Man
  4. 4. 2005
  5. 5. SADVERTISING.BADVERTISING.MADVERTISING.[AND SCAM]
  6. 6. + RATIONAL+ BLAND+ SIMPLISTIC+ FEARFUL+ CLICHED+ ANTI-CREATIVE
  7. 7. + RATIONAL+ BLAND+ SIMPLISTIC+ FEARFUL+ CLICHED+ ANTI-CREATIVE+ MEANINGFUL+ BROAD+ CLEAR+ WISE+ CULTURAL+ PRO-BUSINESS
  8. 8. 2008EVERYTHING CHANGED
  9. 9. SADVERTISING.BADVERTISING.MADVERTISING.[AND SCAM]
  10. 10. DIGITAL REACHED CRITICAL MASS[FROM MONO TO DIALOGUE]
  11. 11. CHINA’S YOUTH: THE POST 90’S GENERATION[300 MILLION]
  12. 12. 180MILLION[6TH LARGEST COUNTRY IN THE WORLD]
  13. 13. CHANGED HOW THEY FORM& MAINTAIN RELATIONSHIPS
  14. 14. CHANGED WHERE, WHEN &HOW THEY COMMUNICATE
  15. 15. CHANGED HOW THEY LOOK ATTHEIR PLACE IN THE WORLD
  16. 16. CHANGED HOW THEYLOOK AT CREATIVITY
  17. 17. 3 KEY DIFFERENCES
  18. 18. 1. PROGRESSION2. GROUP ACCEPTANCE3. FILIAL RESPONSIBILITYCHINA’S!CULTURAL!VALUE!SYSTEM#1
  19. 19. CHINA’SILLUSIONFACTORY#2
  20. 20. #3
  21. 21. [GOOD CITIZEN] [SELF GRATIFICATION]
  22. 22. DOUBLE LIFE ADAPTIVE LIFE
  23. 23. PLAY!IN THE!GREY
  24. 24. DUTY BEFORE PLEASURE+1+2+3SEEINGCONFIDENCE WITHOUT QUESTIONSTATUS IS A PRICE POINTISN’T !BELIEVING
  25. 25. #1 !DUTY BEFORE!PLEASURE
  26. 26. +1+3+2+4THE WORLD’S QUICKEST CULTURAL CONTEXT LESSON
  27. 27. 700MILLIONDIGITAL USERS IN CHINA. 40% OF THE POPULATION[SOCIAL MEDIA USERS IN CHINA. 54% OF THE POPULATION]
  28. 28. MASSES OFOPTIONS TOENGAGE IN:
  29. 29. MASSES OFOPTIONS TOENGAGE IN:DESIGNED TO BE !USEFUL & SOCIAL
  30. 30. “We are living on a lonely planet and this is not the way itssupposed to be. Join our fast-growing global community of20M+ people and rediscover your neighborhood today”!
  31. 31. WEIXIN/WECHAT: CHINA’S FASTEST GROWING SOCIAL TOOL. 0-300 MILLION IN 2 YEARS
  32. 32. + 48% OF PEOPLE BETWEEN 15-24 HAVE HADSEXUAL EXPERIENCE - UNITED NATIONS+ 1/3 OF CHINESE UNDER THE AGE OF 26 HAVENO PROBLEM WITH AFFAIRS - BEIJING POLL+ STD RATES ARE CURRENTLY GROWING AT 25%AMONGST 16-24 & 1,500 ABORTIONS A DAYFOR WOMEN UNDER THE AGE OF 25 – THE TIMES
  33. 33. + HENCE PEOPLE REPURPOSE TECHNOLOGY TOFIND THEIR ‘SHORTCUT TO FULFILLMENT’Thoughts!+ HOWEVER THEIR DESIRE TO EXPERIMENT HAS TOWORK WITHIN CULTURAL & SOCIAL EXPECTATION+ EVEN THE CHINESE GOVERNMENT CAN’TSTOP THE POWER OF TEENAGE HORMONES
  34. 34. CONFIDENCE WITHOUT!QUESTION#2
  35. 35. A TIME OF SELFEXPRESSION ANDDISCOVERY
  36. 36. A TIME OF SELFEXPRESSION ANDDISCOVERY
  37. 37. CONFUSINGEXPERIMENTATIONWITH COMMITMENT
  38. 38. GROUP ACCEPTANCE ISEVERYTHING[THE STRAWBERRY GENERATION]
  39. 39. GROUPACCEPTANCEIS EVERYTHINGTHE GREAT KOLCONSPIRACY
  40. 40. TO CHANGECULTUREYOU HAVETO CREATECULTURE
  41. 41. Do, don’t say!
  42. 42. Thoughts!+ THIS FRAME OF REFERENCE MUST BEVALIDATED BEFORE PEOPLE WILL ENGAGE+ ONCE ACCEPTED, PEOPLE HAVE THE CONFIDENCETO FULLY PARTICIPATE IN THE NEW CULTURE+ TO CREATE NEW BEHAVIOUR, YOU HAVE TOCREATE THE NEW FRAME OF REFERENCE
  43. 43. #3 !STATUS IS A!PRICE POINT
  44. 44. CHINA ISTHE MOSTBRANDLITERATEPLACEON EARTH
  45. 45. AUTHENTICITYCOUNTSAUTHENTICITY!COUNTS
  46. 46. !COUNTS!MORESOCIAL VALUE[THE BRAND THAT’S RECOGNISEDAS THE DOMINANT PLAYER TODAY]
  47. 47. “If you have to justify your decisionto your peers, it’s not worth owning”!" " " " " PETER WU, 19.
  48. 48. SOCIAL VALUECAN CHANGE !IN AN INSTANT+ COMPETITOR+ BRAND FAILURE+ PEER ACCEPTANCE+ MYTH AND LEGEND
  49. 49. YOU CAN BUY LUXURY,BUT YOU CAN’T BUY RESPECT
  50. 50. BRANDS THAT PUSH CULTURE, NOT JUST THE CATEGORY, AREALWAYS IN A POSITION OF POWER & COMPETITIVE ADVANTAGE
  51. 51. + WHAT HAPPENED IN THE PAST, IS THE PAST+ PUSH CULTURE, NOT JUST THE CATEGORYThoughts!+ LOOK AT PEERS, NOT JUST INDIVIDUALS+ DON’T TAKE LOYALTY FOR GRANTED
  52. 52. The Things I’ve Learnt! + CHINA KNOWS MORE ABOUT THE WESTTHAN THE WEST KNOWS ABOUT CHINA+ NOTHING IS AS IT SEEMS & YET EVERYSINGLE THING MEANS SOMETHING+ IT’S NOT A CASE OF LOWERING STANDARDSJUST CHANGING YOUR APPROACH & ATTITUDE+ IF YOU WANT TO SURVIVE, YOU HAVE TO PLAYIN THE CULTURAL JUNGLE, NOT IN THE ZOO+ IT MIGHT DRIVE YOU BONKERS, BUT IT’S BRILLIANT

×