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trendwatching.com/trends/madebetterinchina/




                                                                                       June 2012
trendwatching.com’s free Monthly Trend Briefing


MADE BETTER IN CHINA
Brands and innovations from China are going global. You ain’t seen nothing yet!
Definition
        China still faces many potential obstacles in its attempts to foster a
        deep and lasting culture of innovation and creativity (State economics!
        Politics! Demographics! The environment! Intellectual property!).

        However an avalanche of Chinese brands are  already  catering to an
        increasingly large and sophisticated internal market, and  competing
                                                               
        with and even beating established incumbents from all over the
        world at their own game. Just think what the future will hold when
        China is  truly  unleashed.



        No wonder then that examples of top quality, innovative Chinese* products          Watch out for the following sub-trends:
        and services brands are easier to find than ever. And if Chinese creativity ever
                                                                                           DESIGNED BETTER IN CHINA /
        gets truly unleashed, well, then we ain’t seen nothing yet! Hyper competition
        may need a new definition, as MADE IN CHINA is traded in for MADE BETTER
                                                                                           MADE BETTER BY CHINA FOR ALL /
        IN CHINA.                                                                          MADE GREENER IN CHINA /
                                                                                           MADE ONLINE IN CHINA /
        * In this Trend Briefing, Chinese means mainland Chinese. We’ve filtered out
                                                                                           MADE STRANGER IN CHINA /
        many excellent examples from Hong Kong and Taiwan, as well as American
        Chinese entrepreneurs, powerful Western brands intensely partnering with Chi-
                                                                                           MADE TOGETHER IN CHINA /
        nese ventures, and so on.                                                          MADE bigger IN CHINA /
                                                                                           MADE EASIER IN CHINA /
                                                                                           MADE FASTER IN CHINA /
                                                                                           MADE MORE LUXURIOUS IN CHINA /
                                                                                           MADE BETTER IN CHINA FOR A WHILE NOW /


w w w. t r e n d w a t c h i n g . c o m   made better in china   2
drivers
                                                                      Here are just three forces driving the MADE BETTER IN CHINA phenomenon:

                                                                       The lure of rapid riches is drawing Chinese to urban areas in droves. Just two recent stats to illustrate
                                           1.urban boom                the mind-blowing scale of China’s urban consumption boom:

                                                                          	 Urban household disposable income is expected to double between 2010 and 2020 (Source:
                                                                              McKinsey, March 2012).
                                                                          	 In 2010, China had 18 million households with an annual income above USD 16,000. By
                                                                              2020, this number will be 167 million households. That’s nearly 400 million people (Source:
                                                                              McKinsey, March 2012).

                                                                       The outcome? A massive, sophisticated urban Chinese class of CITYSUMERS, with a massive
                                                                       demand for high quality goods and services.



                                                                       The demand for high quality goods and services has been met (more often than not) by Western

                                           2. best of the              brands trading on the status that comes with their heritage. Indeed, Western brands have
                                                                       scrambled to not only sell to Chinese consumers, but to pay homage to them. With special

                                           west in the east            ranges or products that are MADE FOR CHINA, or by rolling out the RED CARPET to Chinese
                                                                       consumers around the world.

                                                                       Both of which have set the expectations of Chinese consumers, and given Chinese brands and
                                                                       entrepreneurs the inspiration and confidence to step forward, while still remaining mindful
                                                                       of the need to match – or exceed – the standards of quality set by the very best of their Western
                                                                       counterparts.




                                           3. global brain             The impact of the Great Firewall of China is well-documented, but China is connected. With over
                                                                       513 million Internet users (compared to 245 million Americans online)*, Chinese entrepreneurs and
                                                                       consumers are part of the GLOBAL BRAIN: frantically feeding off (and adding to) global
                                                                       consumer culture and creativity. * Source: www.worldinternetstats.com, December 2011




w w w. t r e n d w a t c h i n g . c o m   made better in china   3
DESIGNED                                                              You know you’ve truly arrived as an economy
                                                                       when local art, architecture and design move


 BETTER IN
                                                                       from functional to desirable:




 CHINA
                                                                      Brand New China Store:                               Wang Shu: Wins 2012
                                                                      A design store for and by                            Pritzker Architecture
                                                                      modern China                                         Prize




                                                                      The Brand New China Store, situated in Beijing,      Chinese architect Wang Shu was awarded
                                                                      is a fashion and lifestyle store that focuses        the 2012 Pritzker Architecture Prize in May 2012
                                                                      exclusively on Chinese designers. Selling clothes,   in Beijing, the first Chinese architect to win the
                                                                      accessories, furniture, home décor items and         prize for work on the Chinese mainland.
                                                                      paintings at a wide variety of prices. It’s owned
                                                                      by Hong Huang, a major celebrity (media figure,
                                                                      blogger, television host and publisher) in China.




w w w. t r e n d w a t c h i n g . c o m   made better in china   4
DESIGNED
 BETTER IN
 CHINA                                                                MAD Architects




                                                                      Due to be completed in 2013, the Sinosteel            Hexagonal windows of various sizes create a
                                                                      International Plaza in Tianjin, China, was designed   pattern across the surface of the Plaza, and
                                                                      by Chinese architect Ma Yansong, of MAD               also improve energy efficiency. Their strategic
                                                                      Architects. The Plaza’s steel façade ensures          positioning will help to preserve heat during the
                                                                      that no internal columns are needed within the        winter, and keep residents cool during the summer. 
                                                                      structure, meaning more space can be used within
                                                                      the building.                                         Above: a global selection of designs from Beijing-
                                                                                                                            based MAD Architects. These designs are all
                                                                                                                            under construction or completed.




w w w. t r e n d w a t c h i n g . c o m   made better in china   5
MADE BETTER                                                           Despite China’s growing economic power,
                                                                       there are still hundreds of millions of Chinese
                                                                                                                          other emerging market consumers, making the
                                                                                                                          rewards for Chinese brands which bring high


 BY CHINA FOR
                                                                       with relatively modest incomes. And alongside      quality, yet low cost products to market almost
                                                                       this huge domestic market, there are billions of   endless.



 ALL
                                                                      China Unicom:                                       JAC Motors: First
                                                                      Low cost smartphones                                overseas factory in Brazil




                                                                      In December 2011, China Unicom announced that       At the end of 2011, China’s state owned JAC
                                                                      they would distribute Xiaomi’s MI-ONE, featuring    Motors announced an investment of USD 500
                                                                      a 1.5GHz processor, a four inch display, and an 8   million in Brazil, the world’s fourth largest car
                                                                      megapixel camera. Designed to capitalize on the     market. The company’s first overseas factory is
                                                                      growing domestic demand for reasonably priced       expected to produce 100,000 cars per year.
                                                                      smartphones, the MI-ONE costs CNY 1,999, less
                                                                      than half what comparable smartphones from
                                                                      Apple or Samsung usually cost.


w w w. t r e n d w a t c h i n g . c o m   made better in china   6
MADE BETTER
 BY CHINA FOR
 ALL                                                                  Meters/bonwe:
                                                                      Chinese fashion with an
                                                                                                                            Warrior Shoes: The
                                                                                                                            everyman’s shoe
                                                                      international feel                                    everywhere




                                                                      Operating around 1,800 stores across mainland         The sneaker brand Warrior (‘Hui Li’ in Mandarin),
                                                                      China and catering to the country’s increasingly      originally created for Chinese athletes, has
                                                                      fashion-conscious youth, retailer Meters/             been a household name in the country since
                                                                      bonwe has proved very popular. The brand              the 1950s. The brand keeps its designs simple
                                                                      offers reasonable prices and an international feel;   and unpretentious, maintaining its status as ‘the
                                                                      indeed it’s often assumed not to be Chinese by        everyman’s shoe’. While the footwear retails for
                                                                      consumers.                                            EUR 50-120 overseas (and features in publications
                                                                                                                            such as GQ and Vogue), it is still affordable in the
                                                                                                                            domestic market.




w w w. t r e n d w a t c h i n g . c o m   made better in china   7
MADE GREENER
                                                                       With the Chinese government pushing the green           environmental degradation, expect to see
                                                                       agenda hard (for both reasons of economics              a steady stream of Chinese planet-saving
                                                                       and national pride), and both urban and rural           innovations and initiatives:

 IN CHINA                                                              populations mindful of increasingly visible




                                                                      BYD: Electric taxis take to                              ENFI: World’s largest solar
                                                                      the streets of Shenzhen                                  tracking station




                                                                      The city of Shenzhen boasts a fleet of electric taxis.   At the end of 2011, China ENFI Engineering
                                                                      The fleet was supplied by Chinese automobile             Corp completed work on the world’s largest
                                                                      manufacturer BYD, and the pilot project has seen         solar tracking station in Ningxia. The plant’s
                                                                      50 electric taxis take to the streets. There are plans   solar tracking systems deliver a 25% increase in
                                                                      to add a further 250 vehicles to the fleet during        capacity over traditional solar power stations.
                                                                      2012, as well as 200 electric buses.




w w w. t r e n d w a t c h i n g . c o m   made better in china   8
MADE GREENER
 IN CHINA
                                                                      Tianjin: Eco-city
                                                                      experiments with practical                           Suntech Power leads
                                                                      solutions for greener living                         global solar panel market




                                                                      The Tianjin Eco City, a joint initiative from the    Chinese Suntech Power is the world’s largest
                                                                      Chinese and Singaporean governments, has             producer of solar panels, now totalling over 20
                                                                      invited brands from around the world to help solve   million panels in over 80 countries. In early 2012,
                                                                      pressing environmental issues. In the next 10        the company was named one of the world’s 50
                                                                      years, 350,000 people are expected to move to the    most innovative companies by MIT, partly due to its
                                                                      city, trialing new systems and technologies. The     Pluto cell processing technology, which has since
                                                                      government hopes that many of these will have the    achieved a world record 20.3% efficiency.
                                                                      potential to solve the environmental issues facing
                                                                      China’s huge cities.




w w w. t r e n d w a t c h i n g . c o m   made better in china   9
MADE ONLINE
                                                                       Driven by a massive online population and         world. Instead they are often showing their
                                                                       the censorship of key Western online brands,      better-known counterparts the way forward by
                                                                       Chinese services are not simply imitating         integrating, if not adding to and enhancing,

 IN CHINA                                                              the Googles, Facebooks and Twitters of the        popular online services.




                                                                   O.cn: Maps China’s cities                             WeiLingDi: Check-in and
                                                                   in illustrated 3D                                     review local businesses




                                                                   O.cn is a stylized online mapping service that        In 2011, Sina, the Chinese web portal, launched
                                                                   covers 38 of China’s largest cities. The 3D maps      a check-in service called WeiLingDi via their
                                                                   interface with social networks, and users can click   resident Twitter-like website Weibo. Users are able
                                                                   on individual buildings and areas to access user-     to check-in at locations using WeiLingDi, earn
                                                                   created and curated content.                          badges, write reviews about local businesses, and
                                                                                                                         connect with 60,000 verified Chinese celebrities.




w w w. t r e n d w a t c h i n g . c o m   made better in china   10
MADE ONLINE
 IN CHINA
                                                                       Renren: Networking site                                Yikuair: Daily deals site
                                                                       launches social travel app                             offers micro group buying




                                                                       In early 2012, Chinese social network Renren           Chinese group buying site Yikuair is tapping
                                                                       launched a travel journal service, available online    into the microblogging service Sina Weibo.
                                                                       or as an app. The Fengche service allows users         The service carefully curates daily deals, and
                                                                       to create image-rich ‘sets’ detailing their travels,   then lets Weibo users place a small deposit to
                                                                       ready to share with friends and family.                secure the offer. Deposits can even be made
                                                                                                                              using Weibo’s own virtual currency.




w w w. t r e n d w a t c h i n g . c o m   made better in china   11
MADE ONLINE
 IN CHINA
                                                                   Tencent: Weixin app offers
                                                                   QQ instant messaging and                             Buykee: Pinboards and
                                                                   more                                                 purchasing power




                                                                   IIn April 2012, the latest version of                Pinterest–inspired Buykee launched in China in
                                                                   Tencent’s Weixin instant messaging app               April 2012. The pinboard-style site differentiates
                                                                   introduced users to its English-language name:       itself from its predecessor, by focusing
                                                                   WeChat. The app offers login via the vast QQ         exclusively on luxury products and offering users
                                                                   messaging network, which boasts over 700             the ability to buy what they are seeing.
                                                                   million users, and a range of additional features.
                                                                   These include recent features familiar to
                                                                   Facebook and Google+ users, such as Timeline
                                                                   and Circles, as well as QR tags, location-based
                                                                   services, voice messaging and a ‘Game Center’.




w w w. t r e n d w a t c h i n g . c o m   made better in china   12
MADE
                                                                       The rise of consumer culture in China
                                                                       has inevitably led to the creation of some
                                                                       ‘remarkable’ products and services. However

 STRANGER IN                                                           unusual consumers’ tastes, they are being met
                                                                       by Chinese brands.


 CHINA
                                                                   The Kiev:
                                                                   Former Soviet aircraft                               China Post: Letters routed
                                                                   carrier transformed into                             via spacecraft with
                                                                   luxury hotel                                         ‘galactic postmark’




                                                                   In 2011, former Soviet aircraft carrier, the Kiev,   China Post offers a service enabling individuals
                                                                   was converted into a luxury hotel by its new         to send letters from space, with a ‘Space City 1′
                                                                   Chinese owners. The ship has 137 standard hotel      postmark. Users send an email to Tiangong-1, a
                                                                   rooms, three VIP guest rooms, two presidential       Chinese spacecraft orbiting the earth, which is
                                                                   suites, and a luxury restaurant.                     then rerouted to a special China Space Post Office
                                                                                                                        branch in Beijing. The emails are printed, placed in
                                                                                                                        space-themed envelopes, stamped with a ‘galactic
                                                                                                                        postmark’, and sent in the mail.

w w w. t r e n d w a t c h i n g . c o m   made better in china   13
MADE
 STRANGER IN
 CHINA
                                                                   Learn Mandarin the sexy
                                                                   way                                                Tao Girls deliver




                                                                   Offering a memorable learning experience, the      Chinese online shopping platform Taobao 
                                                                   conspicuously named Sexy Mandarin is an online     (commonly referred to as the Chinese eBay or
                                                                   service that teaches users to speak Mandarin       Amazon), is reportedly working on an unusual
                                                                   via YouTube and YouKu (the former’s Chinese        initiative to spice up e-commerce – Tao Girls.
                                                                   equivalent) videos, for free. The twist? All the   Customers will be able to choose (at a slightly
                                                                   teachers are attractive, sexily dressed women.     higher cost) attractive women living in their city, to
                                                                                                                      deliver their web purchases to the door.




w w w. t r e n d w a t c h i n g . c o m   made better in china   14
MADE
                                                                       As the most populous country in the world,
                                                                       and one with a strong collectivist culture, it’s no
                                                                       surprise to see a wave of innovative Chinese

 TOGETHER IN                                                           products and services that bring consumers
                                                                       together.


 CHINA
                                                                   Handsup.cn: Hands stock
                                                                   and pricing suggestions
                                                                   over to customers                                         CreditEase: P2P lending




                                                                   Handsup.cn aims to hand power over to the                 In late 2011, Chinese P2P lending
                                                                   consumer by asking them to recommend products             site CreditEase secured a round of funding,
                                                                   and services they want to buy, as well as the price       while founder Tang Ning was honored by the
                                                                   tag. The more users that want a particular product,       Communist party. Both achievements signal the
                                                                   the higher the chance of it being available, and the      dramatic impact of P2P lending in China, where
                                                                   lower the price.                                          there are now over 100 sites offering services.
                                                                                                                             CreditEase has become one of the country’s
                                                                                                                             largest independent financial service providers,
                                                                                                                             with more than 5,000 workers.

w w w. t r e n d w a t c h i n g . c o m   made better in china   15
MADE BIGGER
                                                                       Whether it’s the size of the population, the
                                                                       cities, or the economy, China means ‘big’, if
                                                                       not ‘biggest’. Just three consumer-focused

 IN CHINA                                                              examples to illustrate:




                                                                   Beijing & Hangzhou:                                 Beijing Daxing: ‘World’s
                                                                   ‘World’s largest bus’                               largest airport’




                                                                   The Youngman JNP6250G is believed to be the         Construction of Beijing Daxing International
                                                                   largest bus in the world, capable of transporting   Airport is due to begin in late 2012. By the time
                                                                   up to 300 passengers. The first of the buses will   it’s completed in 2017, the airport’s planned
                                                                   be deployed in Beijing and Hangzhou, using          capacity is 200 million passengers per year. It will
                                                                   dedicated highway lanes.                            be connected to Beijing via a new high-speed rail
                                                                                                                       link.




w w w. t r e n d w a t c h i n g . c o m   made better in china   16
MADE BIGGER
 IN CHINA
                                                                   SM Tianjin: World’s
                                                                   largest shopping mall
                                                                   opening 2013
                                                                                                                         “Chinese brands are
                                                                                                                           already catering to
                                                                                                                       demanding consumers,
                                                                                                                             both at home and
                                                                                                                         increasingly abroad.
                                                                                                                             Including yours.”
                                                                   2013 will see the opening of the world’s largest
                                                                   freestanding shopping mall in the Chinese city
                                                                   of Tianjin, which is just 30 minutes from Beijing
                                                                   by high-speed train. The SM Tianjin Shopping
                                                                   Center will cover 530,000 square meters, an area
                                                                   larger than 74 football fields.




w w w. t r e n d w a t c h i n g . c o m   made better in china   17
MADE EASIER
                                                                       All of the pressures that lead global consumers
                                                                       to seek convenience are amplified in Chinese
                                                                       cities. A couple of Chinese innovations

 IN CHINA                                                              leading the way when it comes to ease and
                                                                       convenience:




                                                                   Ubox: App enables mobile
                                                                   payments at vending                                   Hai Di Lao: Video links for
                                                                   machines                                              connected dining




                                                                   The Ubox mobile app for Android, iPhone and           In September 2011, Sichuan hotpot chain Hai
                                                                   Java-based phones enables users to select and         Di Lao and Chinese technology firm Huawei
                                                                   pay for snacks using their mobile device. It also     announced a partnership to install telepresence
                                                                   includes a discount on the cash price for users.      screens in restaurants across China. Thanks to
                                                                                                                         the screens, customers can enjoy their meal with
                                                                                                                         faraway friends and family – via a video link.




w w w. t r e n d w a t c h i n g . c o m   made better in china   18
MADE FASTER
                                                                       Everything is going, has to be and can be
                                                                       done faster, worldwide. Something Chinese
                                                                       companies are very much aware of.

 IN CHINA
                                                                                                                    Broad Group:
                                                                   Huawei: ‘World’s fastest                         Builds 30-story building
                                                                   smartphone’                                      in 15 days




                                                                   The Huawei Ascend D Quad was launched in         In 15 days at the end of 2011, Chinese
                                                                   early 2012, claiming to be the world’s fastest   manufacturing and construction firm Broad
                                                                   smartphone. The company’s first quad-core        Group built a 30-storey hotel in China’s
                                                                   smartphone features a 720p HD touchscreen and    Hunan Province. The aim of the project was to
                                                                   an 8 megapixel camera.                           demonstrate the company’s Broad Sustainable
                                                                                                                    Building technology. Needless to say we hope we
                                                                                                                    can file this example under ‘MADE STRONGER
                                                                                                                    IN CHINA’ too.



w w w. t r e n d w a t c h i n g . c o m   made better in china   19
MADE FASTER
 IN CHINA
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                                                                   Tianjin is home to the Tianhe-1A supercomputer,
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w w w. t r e n d w a t c h i n g . c o m   made better in china   20
MADE MORE
                                                                       Of course, luxury is a key part of the China     cravings for luxury goods shows no sign
                                                                       story, and one that could take up many future    of slowing. Relevant here: wealthy Chinese
                                                                       Trend Briefings ;-). From ‘Chinese’ sub-         splurging on an increasing number of home-

 LUXURIOUS IN                                                          brands (e.g. Hermes’ Shang Xia) to Chinese
                                                                       brands being made in Italy (e.g. China
                                                                                                                        grown Chinese luxury brands and services.




 CHINA
                                                                       Garments’ Sorgere) Chinese consumers’




                                                                                                                        China Railways: Business
                                                                   Shanghai Vive: Heritage,                             class beds on Beijing –
                                                                   relaunched                                           Shanghai ‘Harmony Express’




                                                                   Originally launched in Shanghai in 1898, cosmetics   China Railways Group has created the world’s
                                                                   brand Shanghai Vive was recently re-launched         longest high-speed rail network with about 7055
                                                                   to appeal to luxury consumers in China and the       km of routes in China, and trains topping speeds
                                                                   West. The brand hopes to tap into its heritage and   of 350 km/h. The Beijing – Shanghai route was
                                                                   China’s growing global cultural identity.            opened in 2011 with business class travelers
                                                                                                                        being waited on by uniformed stewardesses, and
                                                                                                                        enjoying LCD TVs.


w w w. t r e n d w a t c h i n g . c o m   made better in china   21
MADE MORE
 LUXURIOUS IN
 CHINA
                                                                   NE-TIGER: Chinese luxury
                                                                   fashion house
                                                                                                                      “Spending on personal
                                                                                                                         luxury goods on the
                                                                                                                           Chinese mainland
                                                                                                                            rose from EUR 7.1
                                                                                                                       billion in 2009 to EUR
                                                                                                                          12.9 billion in 2011”
                                                                                                                                (Source: Bain, December 2011).
                                                                   China’s NE-TIGER is a leading luxury brand that
                                                                   has found global success. The brand hosted
                                                                   the opening show of China International Fashion
                                                                   Week in late 2011, showcasing designs reflecting
                                                                   Chinese tradition and heritage.




w w w. t r e n d w a t c h i n g . c o m   made better in china   22
MADE MORE
 LUXURIOUS IN
 CHINA
                                                                   P1.cn: Invitation-only                                 Ctrip: Travel service for the
                                                                   social network                                         very wealthy




                                                                   P1.cn is an invitation-only social network for well-   In early 2012, Chinese travel website Ctrip
                                                                   connected or fashionable Chinese, that claims to       launched their new site, HHtravel. The site is
                                                                   have over 1.2 million members. Invitations can only    designed to offer packages to Chinese tycoons
                                                                   be obtained by knowing five existing members, or       with disposable assets of more than RMB 10
                                                                   by being approached by one of the site’s staff.        million. A typical trip includes business class
                                                                                                                          travel, Michelin-starred dining, and award
                                                                                                                          winning hotels and attractions.




w w w. t r e n d w a t c h i n g . c o m   made better in china   23
MADE MORE
 LUXURIOUS IN
 CHINA                                                             Ba Yan Ka: ‘Pure water.
                                                                   Natural elements.
                                                                   Chinese Wisdom’                                  Swatch and Uma Wang




                                                                   Personal care brand Ba Yan Ka offers Chinese     Swiss watch brand Swatch invited Chinese
                                                                   consumers totally natural skin, body and hair    fashion designer Uma Wang to create two
                                                                   care products. Formulas are free of chemicals,   limited edition wristwatches. One is plastic and
                                                                   not tested on animals, and all packing is        branded with Uma Wang’s name, while the other
                                                                   biodegradable.                                   uses traditional Yunnan Province embroidered
                                                                                                                    print and coloring. Both designs retail for GBP
                                                                                                                    44.50.




w w w. t r e n d w a t c h i n g . c o m   made better in china   24
MADE BETTER
                                                                       While many of the brands in this Trend Briefing
                                                                       have only relatively recently made waves, there
                                                                       are of course plenty of established Chinese

 IN CHINA FOR                                                          brands already operating comfortably on a
                                                                       global scale:


 A WHILE NOW

                                                                   Li Ning: Straight Out of
                                                                   New China                                              Haier: Brain Wave TV




                                                                   Sportswear brand Li Ning launched its US retail        In January 2012, Chinese consumer electronics
                                                                   site in March 2012, heavily branded with the           giant Haier demonstrated their ‘Brain Wave TV’,
                                                                   slogan ‘Straight Out of New China’ and featuring a     which allows users to control the action on their
                                                                   number of high-profile endorsements. A promotion       TV sets using their minds. The experimental
                                                                   at the end of the month for special-edition ‘Year of   technology was showcased alongside consumer-
                                                                   the Dragon’ shoes caused the site to crash due to      ready innovations such as 3D TVs with 2D to 3D
                                                                   demand.                                                conversion.


w w w. t r e n d w a t c h i n g . c o m   made better in china   25
MADE BETTER
 IN CHINA FOR
 A WHILE NOW
                                                                   Herborist: Takes Chinese
                                                                   cosmetics global                                    Ochirly: LVMH Investment




                                                                   Personal care brand Herborist incorporates          In February 2012, French luxury giant LVMH
                                                                   traditional Chinese medicine with contemporary      purchased a 10% stake in one of China’s top
                                                                   cosmetic science to create its range of products.   luxury fashion brands, Ochirly. The deal values
                                                                   The brand has been expanding global distribution,   the brand at over USD 2 billion, as it considers an
                                                                   and is now available in Paris, and across a range   IPO.
                                                                   of European retailers.




w w w. t r e n d w a t c h i n g . c o m   made better in china   26
MADE BETTER
 IN CHINA FOR
 A WHILE NOW
                                                                   PEAK: Opens first US                                   Lenovo:
                                                                   sports store                                           Yoga laptop/tablet hybrid




                                                                   Following Li Ning’s creation of a US headquarters      In early 2012, Chinese computer
                                                                   and retail operation, fellow Chinese sports            manufacturer Lenovo announced the Yoga.
                                                                   brand PEAK opened a US headquarters in 2011,           The device is a hybrid laptop/tablet which uses
                                                                   and its first US store in Los Angeles in early 2012.   a 360 degree dual hinge design to allow for
                                                                   The brand ranks third in NBA endorsements, and         use in four different configurations. Meanwhile,
                                                                   has over 6,000 authorized retailers globally.          the company’s shipments grew by 43.7% over
                                                                                                                          the first quarter of 2011, extending Lenovo’s
                                                                                                                          lead over Dell as the world’s second-largest PC
                                                                                                                          manufacturer.




w w w. t r e n d w a t c h i n g . c o m   made better in china   27
MADE BETTER
 IN CHINA FOR
 A WHILE NOW                                                                                                             Not always enough
                                                                   Hi Panda represents                                   time to read our
                                                                   Chinese youth, globally                               Trend Briefings?




                                                                                                                          Check out our exclusive yet affordable
                                                                                                                          Consumer Trend Seminars
                                                                                                                          (Aug-Oct 2012)
                                                                                                                           13 cities, 11 countries. Don’t miss out.

                                                                   Aspiring to represent the ideals of China’s           Give us half a day of your time, and leave the
                                                                   Generation-Y (members born between 1980-              room knowing about every consumer trend,
                                                                   89), Hi Panda is a fashionable clothing and           insight and innovation that needs to be on your
                                                                   accessories brand that has breached the confines      radar!
                                                                   of its native country and spread to Japan, Korea
                                                                                                                         trendwatching.com/seminars
                                                                   and Europe, including retail stores in London and
                                                                   Paris. There is also talk of entering North America
                                                                   later this year.




w w w. t r e n d w a t c h i n g . c o m   made better in china   28
IMPLICATIONS
          Forget the ‘Made in China’ stigma. It should be clear by now that ambitious
          and confident Chinese brands are already catering to demanding
          consumers, both at home and increasingly abroad. Including yours.
          And if you’re a non-Chinese entrepreneur, why not get in touch with some of
          these brands to see if you can help them roll out globally even faster?

          Again, these brands and innovations are just the start. Fuelled by constantly
          improving technologies, a higher quality workforce and booming domestic
          consumption, Chinese brands are just warming up.

          Which is why all brands need to keep both eyes firmly on China, a market
          that will increasingly define consumer culture. With Chinese brands
          exporting goods and services to the rest of the world (not to mention Western
          brands rolling out the RED CARPET for Chinese consumers around the
          world), expect to see Chinese tastes and preferences exert ever-
          greater influence on consumer products and services, and on a global
          scale too (yes, that’s a Trend Briefing in itself!).

          Of course, we’ve said it before and we’ll say it again: the rise of Chinese
          brands does not signal the end for more traditional brands from
          Western economies. Brilliance and heritage, from whatever corner of
          the world, will continue to have a global appeal. Things will ‘just’ get more
          competitive, meaning you will have to work even harder and smarter. Hey,
          c’est la vie ;-)

          Oh, and while you’re busy preparing for the globally hyper-competitive future,
          we’re hard at work on our next Trend Briefing. Make sure you’re subscribed! 




w w w. t r e n d w a t c h i n g . c o m   made better in china   29
NEXT
 Enjoyed this Trend Briefing? Want more?
 Click below and make sure you stay on top of all the trends, insights
 and innovations that matter:




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   by email.                                           way back to 2002!                                                     and hear about all the key trends, in just half a day. In
                                                                                                                             13 cities from August to October 2012!




                  Share                                                        tips                                                                      Premium Service
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If you have any comments, suggestions or             About us
questions then please do let us know. Just                                                           world’s leading brands as clients, while our free
                                                     Established in 2002, trendwatching.com is
email:                                                                                               monthly Trend Briefings go out to over 160,000
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ANDREA THORN                                         globe for the most promising consumer trends,
                                                     insights and related hands-on business ideas.   More at
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                                                     Our Premium Service counts many of the          www.trendwatching.com
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trendwatching.com's MADE BETTER IN CHINA

  • 1. trendwatching.com/trends/madebetterinchina/ June 2012 trendwatching.com’s free Monthly Trend Briefing MADE BETTER IN CHINA Brands and innovations from China are going global. You ain’t seen nothing yet!
  • 2. Definition China still faces many potential obstacles in its attempts to foster a deep and lasting culture of innovation and creativity (State economics! Politics! Demographics! The environment! Intellectual property!). However an avalanche of Chinese brands are  already  catering to an increasingly large and sophisticated internal market, and  competing   with and even beating established incumbents from all over the world at their own game. Just think what the future will hold when China is  truly  unleashed. No wonder then that examples of top quality, innovative Chinese* products Watch out for the following sub-trends: and services brands are easier to find than ever. And if Chinese creativity ever DESIGNED BETTER IN CHINA / gets truly unleashed, well, then we ain’t seen nothing yet! Hyper competition may need a new definition, as MADE IN CHINA is traded in for MADE BETTER MADE BETTER BY CHINA FOR ALL / IN CHINA. MADE GREENER IN CHINA / MADE ONLINE IN CHINA / * In this Trend Briefing, Chinese means mainland Chinese. We’ve filtered out MADE STRANGER IN CHINA / many excellent examples from Hong Kong and Taiwan, as well as American Chinese entrepreneurs, powerful Western brands intensely partnering with Chi- MADE TOGETHER IN CHINA / nese ventures, and so on. MADE bigger IN CHINA / MADE EASIER IN CHINA / MADE FASTER IN CHINA / MADE MORE LUXURIOUS IN CHINA / MADE BETTER IN CHINA FOR A WHILE NOW / w w w. t r e n d w a t c h i n g . c o m made better in china 2
  • 3. drivers Here are just three forces driving the MADE BETTER IN CHINA phenomenon: The lure of rapid riches is drawing Chinese to urban areas in droves. Just two recent stats to illustrate 1.urban boom the mind-blowing scale of China’s urban consumption boom:  Urban household disposable income is expected to double between 2010 and 2020 (Source: McKinsey, March 2012).  In 2010, China had 18 million households with an annual income above USD 16,000. By 2020, this number will be 167 million households. That’s nearly 400 million people (Source: McKinsey, March 2012). The outcome? A massive, sophisticated urban Chinese class of CITYSUMERS, with a massive demand for high quality goods and services. The demand for high quality goods and services has been met (more often than not) by Western 2. best of the brands trading on the status that comes with their heritage. Indeed, Western brands have scrambled to not only sell to Chinese consumers, but to pay homage to them. With special west in the east ranges or products that are MADE FOR CHINA, or by rolling out the RED CARPET to Chinese consumers around the world. Both of which have set the expectations of Chinese consumers, and given Chinese brands and entrepreneurs the inspiration and confidence to step forward, while still remaining mindful of the need to match – or exceed – the standards of quality set by the very best of their Western counterparts. 3. global brain The impact of the Great Firewall of China is well-documented, but China is connected. With over 513 million Internet users (compared to 245 million Americans online)*, Chinese entrepreneurs and consumers are part of the GLOBAL BRAIN: frantically feeding off (and adding to) global consumer culture and creativity. * Source: www.worldinternetstats.com, December 2011 w w w. t r e n d w a t c h i n g . c o m made better in china 3
  • 4. DESIGNED You know you’ve truly arrived as an economy when local art, architecture and design move BETTER IN from functional to desirable: CHINA Brand New China Store: Wang Shu: Wins 2012 A design store for and by Pritzker Architecture modern China Prize The Brand New China Store, situated in Beijing, Chinese architect Wang Shu was awarded is a fashion and lifestyle store that focuses the 2012 Pritzker Architecture Prize in May 2012 exclusively on Chinese designers. Selling clothes, in Beijing, the first Chinese architect to win the accessories, furniture, home décor items and prize for work on the Chinese mainland. paintings at a wide variety of prices. It’s owned by Hong Huang, a major celebrity (media figure, blogger, television host and publisher) in China. w w w. t r e n d w a t c h i n g . c o m made better in china 4
  • 5. DESIGNED BETTER IN CHINA MAD Architects Due to be completed in 2013, the Sinosteel Hexagonal windows of various sizes create a International Plaza in Tianjin, China, was designed pattern across the surface of the Plaza, and by Chinese architect Ma Yansong, of MAD also improve energy efficiency. Their strategic Architects. The Plaza’s steel façade ensures positioning will help to preserve heat during the that no internal columns are needed within the winter, and keep residents cool during the summer.  structure, meaning more space can be used within the building. Above: a global selection of designs from Beijing- based MAD Architects. These designs are all under construction or completed. w w w. t r e n d w a t c h i n g . c o m made better in china 5
  • 6. MADE BETTER Despite China’s growing economic power, there are still hundreds of millions of Chinese other emerging market consumers, making the rewards for Chinese brands which bring high BY CHINA FOR with relatively modest incomes. And alongside quality, yet low cost products to market almost this huge domestic market, there are billions of endless. ALL China Unicom: JAC Motors: First Low cost smartphones overseas factory in Brazil In December 2011, China Unicom announced that At the end of 2011, China’s state owned JAC they would distribute Xiaomi’s MI-ONE, featuring Motors announced an investment of USD 500 a 1.5GHz processor, a four inch display, and an 8 million in Brazil, the world’s fourth largest car megapixel camera. Designed to capitalize on the market. The company’s first overseas factory is growing domestic demand for reasonably priced expected to produce 100,000 cars per year. smartphones, the MI-ONE costs CNY 1,999, less than half what comparable smartphones from Apple or Samsung usually cost. w w w. t r e n d w a t c h i n g . c o m made better in china 6
  • 7. MADE BETTER BY CHINA FOR ALL Meters/bonwe: Chinese fashion with an Warrior Shoes: The everyman’s shoe international feel everywhere Operating around 1,800 stores across mainland The sneaker brand Warrior (‘Hui Li’ in Mandarin), China and catering to the country’s increasingly originally created for Chinese athletes, has fashion-conscious youth, retailer Meters/ been a household name in the country since bonwe has proved very popular. The brand the 1950s. The brand keeps its designs simple offers reasonable prices and an international feel; and unpretentious, maintaining its status as ‘the indeed it’s often assumed not to be Chinese by everyman’s shoe’. While the footwear retails for consumers. EUR 50-120 overseas (and features in publications such as GQ and Vogue), it is still affordable in the domestic market. w w w. t r e n d w a t c h i n g . c o m made better in china 7
  • 8. MADE GREENER With the Chinese government pushing the green environmental degradation, expect to see agenda hard (for both reasons of economics a steady stream of Chinese planet-saving and national pride), and both urban and rural innovations and initiatives: IN CHINA populations mindful of increasingly visible BYD: Electric taxis take to ENFI: World’s largest solar the streets of Shenzhen tracking station The city of Shenzhen boasts a fleet of electric taxis. At the end of 2011, China ENFI Engineering The fleet was supplied by Chinese automobile Corp completed work on the world’s largest manufacturer BYD, and the pilot project has seen solar tracking station in Ningxia. The plant’s 50 electric taxis take to the streets. There are plans solar tracking systems deliver a 25% increase in to add a further 250 vehicles to the fleet during capacity over traditional solar power stations. 2012, as well as 200 electric buses. w w w. t r e n d w a t c h i n g . c o m made better in china 8
  • 9. MADE GREENER IN CHINA Tianjin: Eco-city experiments with practical Suntech Power leads solutions for greener living global solar panel market The Tianjin Eco City, a joint initiative from the Chinese Suntech Power is the world’s largest Chinese and Singaporean governments, has producer of solar panels, now totalling over 20 invited brands from around the world to help solve million panels in over 80 countries. In early 2012, pressing environmental issues. In the next 10 the company was named one of the world’s 50 years, 350,000 people are expected to move to the most innovative companies by MIT, partly due to its city, trialing new systems and technologies. The Pluto cell processing technology, which has since government hopes that many of these will have the achieved a world record 20.3% efficiency. potential to solve the environmental issues facing China’s huge cities. w w w. t r e n d w a t c h i n g . c o m made better in china 9
  • 10. MADE ONLINE Driven by a massive online population and world. Instead they are often showing their the censorship of key Western online brands, better-known counterparts the way forward by Chinese services are not simply imitating integrating, if not adding to and enhancing, IN CHINA the Googles, Facebooks and Twitters of the popular online services. O.cn: Maps China’s cities WeiLingDi: Check-in and in illustrated 3D review local businesses O.cn is a stylized online mapping service that In 2011, Sina, the Chinese web portal, launched covers 38 of China’s largest cities. The 3D maps a check-in service called WeiLingDi via their interface with social networks, and users can click resident Twitter-like website Weibo. Users are able on individual buildings and areas to access user- to check-in at locations using WeiLingDi, earn created and curated content. badges, write reviews about local businesses, and connect with 60,000 verified Chinese celebrities. w w w. t r e n d w a t c h i n g . c o m made better in china 10
  • 11. MADE ONLINE IN CHINA Renren: Networking site Yikuair: Daily deals site launches social travel app offers micro group buying In early 2012, Chinese social network Renren Chinese group buying site Yikuair is tapping launched a travel journal service, available online into the microblogging service Sina Weibo. or as an app. The Fengche service allows users The service carefully curates daily deals, and to create image-rich ‘sets’ detailing their travels, then lets Weibo users place a small deposit to ready to share with friends and family. secure the offer. Deposits can even be made using Weibo’s own virtual currency. w w w. t r e n d w a t c h i n g . c o m made better in china 11
  • 12. MADE ONLINE IN CHINA Tencent: Weixin app offers QQ instant messaging and Buykee: Pinboards and more purchasing power IIn April 2012, the latest version of Pinterest–inspired Buykee launched in China in Tencent’s Weixin instant messaging app April 2012. The pinboard-style site differentiates introduced users to its English-language name: itself from its predecessor, by focusing WeChat. The app offers login via the vast QQ exclusively on luxury products and offering users messaging network, which boasts over 700 the ability to buy what they are seeing. million users, and a range of additional features. These include recent features familiar to Facebook and Google+ users, such as Timeline and Circles, as well as QR tags, location-based services, voice messaging and a ‘Game Center’. w w w. t r e n d w a t c h i n g . c o m made better in china 12
  • 13. MADE The rise of consumer culture in China has inevitably led to the creation of some ‘remarkable’ products and services. However STRANGER IN unusual consumers’ tastes, they are being met by Chinese brands. CHINA The Kiev: Former Soviet aircraft China Post: Letters routed carrier transformed into via spacecraft with luxury hotel ‘galactic postmark’ In 2011, former Soviet aircraft carrier, the Kiev, China Post offers a service enabling individuals was converted into a luxury hotel by its new to send letters from space, with a ‘Space City 1′ Chinese owners. The ship has 137 standard hotel postmark. Users send an email to Tiangong-1, a rooms, three VIP guest rooms, two presidential Chinese spacecraft orbiting the earth, which is suites, and a luxury restaurant. then rerouted to a special China Space Post Office branch in Beijing. The emails are printed, placed in space-themed envelopes, stamped with a ‘galactic postmark’, and sent in the mail. w w w. t r e n d w a t c h i n g . c o m made better in china 13
  • 14. MADE STRANGER IN CHINA Learn Mandarin the sexy way Tao Girls deliver Offering a memorable learning experience, the Chinese online shopping platform Taobao  conspicuously named Sexy Mandarin is an online (commonly referred to as the Chinese eBay or service that teaches users to speak Mandarin Amazon), is reportedly working on an unusual via YouTube and YouKu (the former’s Chinese initiative to spice up e-commerce – Tao Girls. equivalent) videos, for free. The twist? All the Customers will be able to choose (at a slightly teachers are attractive, sexily dressed women. higher cost) attractive women living in their city, to deliver their web purchases to the door. w w w. t r e n d w a t c h i n g . c o m made better in china 14
  • 15. MADE As the most populous country in the world, and one with a strong collectivist culture, it’s no surprise to see a wave of innovative Chinese TOGETHER IN products and services that bring consumers together. CHINA Handsup.cn: Hands stock and pricing suggestions over to customers CreditEase: P2P lending Handsup.cn aims to hand power over to the In late 2011, Chinese P2P lending consumer by asking them to recommend products site CreditEase secured a round of funding, and services they want to buy, as well as the price while founder Tang Ning was honored by the tag. The more users that want a particular product, Communist party. Both achievements signal the the higher the chance of it being available, and the dramatic impact of P2P lending in China, where lower the price. there are now over 100 sites offering services. CreditEase has become one of the country’s largest independent financial service providers, with more than 5,000 workers. w w w. t r e n d w a t c h i n g . c o m made better in china 15
  • 16. MADE BIGGER Whether it’s the size of the population, the cities, or the economy, China means ‘big’, if not ‘biggest’. Just three consumer-focused IN CHINA examples to illustrate: Beijing & Hangzhou: Beijing Daxing: ‘World’s ‘World’s largest bus’ largest airport’ The Youngman JNP6250G is believed to be the Construction of Beijing Daxing International largest bus in the world, capable of transporting Airport is due to begin in late 2012. By the time up to 300 passengers. The first of the buses will it’s completed in 2017, the airport’s planned be deployed in Beijing and Hangzhou, using capacity is 200 million passengers per year. It will dedicated highway lanes. be connected to Beijing via a new high-speed rail link. w w w. t r e n d w a t c h i n g . c o m made better in china 16
  • 17. MADE BIGGER IN CHINA SM Tianjin: World’s largest shopping mall opening 2013 “Chinese brands are already catering to demanding consumers, both at home and increasingly abroad. Including yours.” 2013 will see the opening of the world’s largest freestanding shopping mall in the Chinese city of Tianjin, which is just 30 minutes from Beijing by high-speed train. The SM Tianjin Shopping Center will cover 530,000 square meters, an area larger than 74 football fields. w w w. t r e n d w a t c h i n g . c o m made better in china 17
  • 18. MADE EASIER All of the pressures that lead global consumers to seek convenience are amplified in Chinese cities. A couple of Chinese innovations IN CHINA leading the way when it comes to ease and convenience: Ubox: App enables mobile payments at vending Hai Di Lao: Video links for machines connected dining The Ubox mobile app for Android, iPhone and In September 2011, Sichuan hotpot chain Hai Java-based phones enables users to select and Di Lao and Chinese technology firm Huawei pay for snacks using their mobile device. It also announced a partnership to install telepresence includes a discount on the cash price for users. screens in restaurants across China. Thanks to the screens, customers can enjoy their meal with faraway friends and family – via a video link. w w w. t r e n d w a t c h i n g . c o m made better in china 18
  • 19. MADE FASTER Everything is going, has to be and can be done faster, worldwide. Something Chinese companies are very much aware of. IN CHINA Broad Group: Huawei: ‘World’s fastest Builds 30-story building smartphone’ in 15 days The Huawei Ascend D Quad was launched in In 15 days at the end of 2011, Chinese early 2012, claiming to be the world’s fastest manufacturing and construction firm Broad smartphone. The company’s first quad-core Group built a 30-storey hotel in China’s smartphone features a 720p HD touchscreen and Hunan Province. The aim of the project was to an 8 megapixel camera. demonstrate the company’s Broad Sustainable Building technology. Needless to say we hope we can file this example under ‘MADE STRONGER IN CHINA’ too. w w w. t r e n d w a t c h i n g . c o m made better in china 19
  • 20. MADE FASTER IN CHINA Is our Premium Service for you? Chinese supercomputing This free Trend Briefing is obviously takes on the world only the  tip of the iceberg. China’s National Supercomputing Center in Tianjin is home to the Tianhe-1A supercomputer, which held the position of the world’s fastest until If you want to be forever and fully in the know, mid-2011. The country now has 61 machines in then our Premium Service is for you. Get the TOP500, second only to the US. access (until May 2013!) to our full 2012 Trend Report (in three formats) and the 2013 Trend Report (sent to you in November 2012), searchable Trend Database, and Industry Trend Reports (covering your industry). MORE» trendwatching.com/premium w w w. t r e n d w a t c h i n g . c o m made better in china 20
  • 21. MADE MORE Of course, luxury is a key part of the China cravings for luxury goods shows no sign story, and one that could take up many future of slowing. Relevant here: wealthy Chinese Trend Briefings ;-). From ‘Chinese’ sub- splurging on an increasing number of home- LUXURIOUS IN brands (e.g. Hermes’ Shang Xia) to Chinese brands being made in Italy (e.g. China grown Chinese luxury brands and services. CHINA Garments’ Sorgere) Chinese consumers’ China Railways: Business Shanghai Vive: Heritage, class beds on Beijing – relaunched Shanghai ‘Harmony Express’ Originally launched in Shanghai in 1898, cosmetics China Railways Group has created the world’s brand Shanghai Vive was recently re-launched longest high-speed rail network with about 7055 to appeal to luxury consumers in China and the km of routes in China, and trains topping speeds West. The brand hopes to tap into its heritage and of 350 km/h. The Beijing – Shanghai route was China’s growing global cultural identity. opened in 2011 with business class travelers being waited on by uniformed stewardesses, and enjoying LCD TVs. w w w. t r e n d w a t c h i n g . c o m made better in china 21
  • 22. MADE MORE LUXURIOUS IN CHINA NE-TIGER: Chinese luxury fashion house “Spending on personal luxury goods on the Chinese mainland rose from EUR 7.1 billion in 2009 to EUR 12.9 billion in 2011” (Source: Bain, December 2011). China’s NE-TIGER is a leading luxury brand that has found global success. The brand hosted the opening show of China International Fashion Week in late 2011, showcasing designs reflecting Chinese tradition and heritage. w w w. t r e n d w a t c h i n g . c o m made better in china 22
  • 23. MADE MORE LUXURIOUS IN CHINA P1.cn: Invitation-only Ctrip: Travel service for the social network very wealthy P1.cn is an invitation-only social network for well- In early 2012, Chinese travel website Ctrip connected or fashionable Chinese, that claims to launched their new site, HHtravel. The site is have over 1.2 million members. Invitations can only designed to offer packages to Chinese tycoons be obtained by knowing five existing members, or with disposable assets of more than RMB 10 by being approached by one of the site’s staff. million. A typical trip includes business class travel, Michelin-starred dining, and award winning hotels and attractions. w w w. t r e n d w a t c h i n g . c o m made better in china 23
  • 24. MADE MORE LUXURIOUS IN CHINA Ba Yan Ka: ‘Pure water. Natural elements. Chinese Wisdom’ Swatch and Uma Wang Personal care brand Ba Yan Ka offers Chinese Swiss watch brand Swatch invited Chinese consumers totally natural skin, body and hair fashion designer Uma Wang to create two care products. Formulas are free of chemicals, limited edition wristwatches. One is plastic and not tested on animals, and all packing is branded with Uma Wang’s name, while the other biodegradable. uses traditional Yunnan Province embroidered print and coloring. Both designs retail for GBP 44.50. w w w. t r e n d w a t c h i n g . c o m made better in china 24
  • 25. MADE BETTER While many of the brands in this Trend Briefing have only relatively recently made waves, there are of course plenty of established Chinese IN CHINA FOR brands already operating comfortably on a global scale: A WHILE NOW Li Ning: Straight Out of New China Haier: Brain Wave TV Sportswear brand Li Ning launched its US retail In January 2012, Chinese consumer electronics site in March 2012, heavily branded with the giant Haier demonstrated their ‘Brain Wave TV’, slogan ‘Straight Out of New China’ and featuring a which allows users to control the action on their number of high-profile endorsements. A promotion TV sets using their minds. The experimental at the end of the month for special-edition ‘Year of technology was showcased alongside consumer- the Dragon’ shoes caused the site to crash due to ready innovations such as 3D TVs with 2D to 3D demand. conversion. w w w. t r e n d w a t c h i n g . c o m made better in china 25
  • 26. MADE BETTER IN CHINA FOR A WHILE NOW Herborist: Takes Chinese cosmetics global Ochirly: LVMH Investment Personal care brand Herborist incorporates In February 2012, French luxury giant LVMH traditional Chinese medicine with contemporary purchased a 10% stake in one of China’s top cosmetic science to create its range of products. luxury fashion brands, Ochirly. The deal values The brand has been expanding global distribution, the brand at over USD 2 billion, as it considers an and is now available in Paris, and across a range IPO. of European retailers. w w w. t r e n d w a t c h i n g . c o m made better in china 26
  • 27. MADE BETTER IN CHINA FOR A WHILE NOW PEAK: Opens first US Lenovo: sports store Yoga laptop/tablet hybrid Following Li Ning’s creation of a US headquarters In early 2012, Chinese computer and retail operation, fellow Chinese sports manufacturer Lenovo announced the Yoga. brand PEAK opened a US headquarters in 2011, The device is a hybrid laptop/tablet which uses and its first US store in Los Angeles in early 2012. a 360 degree dual hinge design to allow for The brand ranks third in NBA endorsements, and use in four different configurations. Meanwhile, has over 6,000 authorized retailers globally. the company’s shipments grew by 43.7% over the first quarter of 2011, extending Lenovo’s lead over Dell as the world’s second-largest PC manufacturer. w w w. t r e n d w a t c h i n g . c o m made better in china 27
  • 28. MADE BETTER IN CHINA FOR A WHILE NOW Not always enough Hi Panda represents time to read our Chinese youth, globally Trend Briefings? Check out our exclusive yet affordable Consumer Trend Seminars (Aug-Oct 2012) 13 cities, 11 countries. Don’t miss out. Aspiring to represent the ideals of China’s Give us half a day of your time, and leave the Generation-Y (members born between 1980- room knowing about every consumer trend, 89), Hi Panda is a fashionable clothing and insight and innovation that needs to be on your accessories brand that has breached the confines radar! of its native country and spread to Japan, Korea trendwatching.com/seminars and Europe, including retail stores in London and Paris. There is also talk of entering North America later this year. w w w. t r e n d w a t c h i n g . c o m made better in china 28
  • 29. IMPLICATIONS Forget the ‘Made in China’ stigma. It should be clear by now that ambitious and confident Chinese brands are already catering to demanding consumers, both at home and increasingly abroad. Including yours. And if you’re a non-Chinese entrepreneur, why not get in touch with some of these brands to see if you can help them roll out globally even faster? Again, these brands and innovations are just the start. Fuelled by constantly improving technologies, a higher quality workforce and booming domestic consumption, Chinese brands are just warming up. Which is why all brands need to keep both eyes firmly on China, a market that will increasingly define consumer culture. With Chinese brands exporting goods and services to the rest of the world (not to mention Western brands rolling out the RED CARPET for Chinese consumers around the world), expect to see Chinese tastes and preferences exert ever- greater influence on consumer products and services, and on a global scale too (yes, that’s a Trend Briefing in itself!). Of course, we’ve said it before and we’ll say it again: the rise of Chinese brands does not signal the end for more traditional brands from Western economies. Brilliance and heritage, from whatever corner of the world, will continue to have a global appeal. Things will ‘just’ get more competitive, meaning you will have to work even harder and smarter. Hey, c’est la vie ;-) Oh, and while you’re busy preparing for the globally hyper-competitive future, we’re hard at work on our next Trend Briefing. Make sure you’re subscribed!  w w w. t r e n d w a t c h i n g . c o m made better in china 29
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