Speaker: Viveca Chan

Topic: Building Chinese Brands from Bottom-Up
 

A. Current Status of Chinese brands

  • Chinese Enterprise is the driving force of the economy

  • Development phase of brands in China
    • American beauty
    • Chinese girl
    • Vampire
    • Miss China

  • Government Directive

  • How competitive are local enterprises?

B. Obstacles & Opportunities

  • Obstacle
    • Brand management culture
    • Team/talent
    • Diversity
    • New Chinese consumers

  • Opportunities
    • Capital rich
    • Domestic market/scale
    • New Chinese multinationals
    • New Chinese consumers

C. Experience Sharing in building Chinese brands

      i. Rural Market - ˇ§Jiu Dinˇ¨ Pigˇ¦s Feed
      • Packaging
      • Product
      • Price
      • Distribution
      • Communication

        Results:
        • 80,000 tons sales in first 6 months (sales increase +60%)
        • New sales model & trend setter
        • First 3 months, profit increase +32%
        • Improve company awareness & morals, word of mouth PR

      ii. Middle Class market ˇV Miiow fashion
      • Define
      • Build
      • Connect
      • Excite
      • Excel

      iii. Premium Segment - ROEWE automotive
      • Key elements of ROEWE
        • Brand
        • Talent
        • Technology

      • Sharing Values
        • Blend of East meet West
        • Blend of future and tradition

      • ROEWE Brand Character
        • Classic & Stylish
        • Premium with Inner substance
        • Innovative & progressive

      • The Target
        • Progressive Elites


    Conclusions of Building leading Chinese Brands

    • Break from the past
    • Brand Differentiation
    • Sacrifice
    • Thought Leadership
    • Idea
    • Commitment
    • Determination