1 2 OBSERVATION MISUNDERSTANDING OF CHINESE CONSUMERS BY MANY - PowerPoint PPT Presentation

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OBSERVATION 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 W eb TV & radio Books, articles, programs, press documentaries articles, ITW CHINESE CULTURE BUSINESS IN CHINA THEORY – RESEARCH PRACTICAL INFO (-) hard to relate to (-) General content business (-) or related to individual (-) hard to absorb experience (-) no link with the (-) Lack of analysis news Western-centric 3 perspective

CONCEPT (1/2) AN “INFO-TAINING” PROGRAM DECODING CHINA Providing the keys to understand Chinese culture, trends and dynamics, in order to better do business and communicate in China. BUILDING A BRIGE BETWEEN: EAST WEST BUSINESS CULTURE NEWS KNOWLEDGE INFORMATION ENTERTAINMENT 4

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

FORMAT AN ORIGINAL FORMAT – EMBODYING THE IDEA OF “DECODING” 6 LANGUAGES: ENGLISH CHINESE FRENCH

CONTENT 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 7

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. 8

Laurence LIM DALLY Fix: (+852) 35 85 70 28 Address: 1F,Richsun Garden No. 51 Centre street, Sai Ying Pun HONG KONG Mob: (+852) 51 35 39 00 E-mail: laurence.lim@cherryblossoms.com.hk Fax: (+852) 30 07 67 37 Web: www.cherryblossoms.com.hk 9