A short summary on the highlights of the new book China CMO - www.chinacmobook.com
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Marketing Best Practice In China Greg Paull @R3WW
Transcript
1. Marketing Best Practice In China Greg Paull @R3WW
2. who are we? GLOBAL MARKETING CONSULTANCY BEIJING, SINGAPORE,
SHANGHAI, US EFFECTIVENESS with efficiency LONG TERM RELATIONSHIPS
2
3. What do we do? IMPROVING MARKETING EFFICIENCY AND
EFFECTIVENESS RETURN ON INVESTMENT AGENCY REMUNERATION AGENCY
RELATIONSHIPS RETURN ON MEDIA RETURN ON ASSETS 3 AGENCY REVIEW
4. 4
5. By The Book 5 1.Innovation 2. Hyper Competition 3. Marketing
for Growth 4. People Daily 5. Digital China 6. Agency Marriages 7.
2030 China CMO
6. 6 Innovation
7. 7 WHEN ASKED TO NAME INNOVATIVE FIRMS, CHINESE FIRMS SCORED
LOWER THAN INTERNATIONAL ONES
8. Pricing Innovation 8 The Chinese mobile phone called Xiaomi
(), is very successful. If you look to R&D thought leadership
in western culture, they would say Xiaomi is not innovative theyll
say its a copied machine. But Chinese people will consider it to be
an innovation. Chinese consumers ask, why can Apple produce this
product at only 4,000 RMB when this player can produce it at 2,000
RMB? Lawrence He Philips
9. 9
10. 10
11. Fast Cycles Work at China Speed R&D Race Constant
Innovation Price is Right Look for Real Value 11 Innovation
Learnings
12. 12 Hyper-Competition
13. 13 40 MILLION
14. Competition I always tell my multinational friends that
while you are spending days in a conference room talking about
mission statements, your local competitors are already out there
selling to your customers 14 Paul Cheng Esprit
15. VS 15 VS Price Competition
16. We think that nowadays, Chinese consumers want to buy the
real thing. But the day that counterfeiters stop copying you, the
brand may be in trouble- if youre not being copied, there is
something wrong with your brand 16 Jens Meyer adidas Shanzhai
17. Global vs local New types of competitors Quality New types
of demands Media New types of content 17 Competition Learnings
18. 18 Marketing For Growth
19. Top 100 85% 19 Next 300 10% The 1.3b mouths?
20. 20 China is like Europe
21. 21 The needs of consumers from different tiers of cities
are usually different.. For high incomes, we shoot for high levels
of penetration and repeated purchases. So in this segment we think
about whom we are targeting and the population in place. Tony Zhang
Ferrero Growth
22. 22
23. New partners Pepsi, J&J, Nestle, others New channels
KC, adidas, Taobao New needs Shift from Price to Value 23 Growth
Learnings
24. 24 People Daily
25. I would say the China talent market is the most challenging
market around the world, considering the turnover rate. There are
many opportunities. In China, you can increase headcount every year
because business is growing, but the challenge lies in maintaining
talent. 25 Gary Xie Kimberly Clark People Daily
27. Scary Stats Job Satisfaction WOULD YOU LIKE TO CHANGE YOUR
CURRENT JOB OR INDUSTRY?
28. Our mission is to develop business leaders, not just
advertising or new product experts. So thats always a unique
competitive advantage that we create. We rotate our people to give
opportunities to work on different challenging assignments. 28 June
Bu JNJ People Daily
29. Build on brands Leverage the company Build on talent
Overseas training, trips Build on warmth From 4-2-1 to a team 29
People Learnings
30. 30 Digital China
31. 31 The book is full of them.
32. 32 The book is full of them.
33. 33 2013 Q1 Weibo & SNS Base N=1533, 2012 Q4 Base
N=1518, 2012 Q3 Base N=1488, 2012 Q2 Base N= 1504, 2012 Q1 Base
N=1449, 2011 Q4 Base N=1422, 2011 Q3 Base N=1261, 2011 Q2 Base
N=1106 Samsung moves up to lead online activities participation
5.2% 4.5% 3.8% 5.9% 8.3% 7.9% 4.5% 3.8% 0% 2% 4% 6% 8% 10% 2011 Q2
2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 Coca-Cola
Samsung Apple Nike Lenovo
34. 2013 Q1 En-Spire Index VS Cross Media Spend 34 En-Spire
Index Media Spend (Dec 16, 2012- Mar 15, 2013 RMB m) Source: CTR,
Media Type: TV, Radio, Newspaper, Magazine, Outdoor, Subway 0 20 40
60 80 100 120 140 0 500 1000 1500 2000 2500 3000 3500
35. Me-Commerce $3b on 11-11 Segment Nike, Samsung, other s
Track End to End Measurement 35 Digital Learnings
36. 36 AGENCY MARRIAGES
37. 37 178,000 choices
38. 38 Agencies Marie Han Silloway Starbucks We actually bring
our agency partners every month to visit our stores. We believe
this is the best way to engage our agency partners in our business
model to understand our business and our consumers.
39. 39 China Digital Agencies you SHOULD know
40. Concubines? Look to the leaders Creative? Cut through
clutter Collaboration? Push all to Partner 40 Agency Learnings
41. 41 China CMO 2030
42. 42 Everywhere COMMERCE SHOPPING WHENEVER WHEREVER WITH
WHATEVER
43. 43 THE WIDE open web From connections to contextual
relevance
44. 44 LOYALTY PAYS
45. The INTERNET of things Bridging worlds and enhancing
awareness
46. Summary NOT NOW Hardly Ready Hyper-Competition 46
47. Summary NOT NOW Hardly Ready Hyper-Competition Fighting
Locals Finding Locals 47
48. Summary NOT NOW Hardly Ready Hyper-Competition Fighting
Locals Finding Locals Missing Talent Motivating Talent 48
49. Summary NOT NOW Hardly Ready Hyper-Competition Fighting
Locals Finding Locals Missing Talent Motivating Talent Almost
Digital Omni-Digital 49
50. Summary NOT NOW Hardly Ready Hyper-Competition Fighting
Locals Finding Locals Missing Talent Motivating Talent Almost
Digital Omni-Digital Emerging Globally Essential Globally 50
51. Summary NOT NOW Hardly Ready Hyper-Competition Fighting
Locals Finding Locals Missing Talent Motivating Talent Almost
Digital Omni-Digital Emerging Globally Essential Globally 51