9. What we’re seeing
+ Meteoric rise of digital and mobile
+ More sophisticated, flagship-style
retail experiences
+ Shifting view of consumption – no
longer just about products, but about
service and experience
11. Branding in an era of high anxiety
+ Product recalls, food safety issues, pollution, economic slowdown,
political corruption and NGO scandals have created an environment
of uncertainty, anxiety and mistrust of brands and organizations
+ Rise of social media has made these issues all the more transparent
+ Consumers are demanding brands that are trustworthy and
transparent, and are drawn towards experiences that communicate
a sense of assurance and peace of mind
14. A growing appreciation for simplicity
+ Strong cultural roots in things that are detailed and intricate, from
language to art to cuisine
+ Yet in a fast-moving, cluttered and overwhelming market, there is a
growing appreciation for simpler brand experiences
+ Our study showed 60% of surveyed Chinese consumers are willing
to pay a premium (up to 6.6% in some industries) for simpler brand
experiences
+ A particular call for:
• Simpler digital experiences
• Less communication clutter – less volume of communications, but
clearer stories and end benefits
• Delivering simplicity through services
17. The urban boom moves inland
+ Urban population expected to hit 1
billion people by 2025
+ Lower tier cities are booming
+ Reverse migration to smaller cities
+ Saturated Tier 1 markets for brands
+ Challenge for brands is understanding
different consumer mindsets in lower
tier cities, as well as a different vision
for development
