Insights
When we looked at the highest performers, we observed that there are four ways they’re continually reinventing themselves.
Ignite meaningful and tangible innovations
Scale and speed no longer defines success in China, innovation does. 2018 is the first year we see domestic brands starting to take a lead on "pervasively innovative” in some categories - Huawei and Xiaomi marked this exciting shift by outperforming Apple in smartphones.
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WeChat fully launched Mini Programs in 2017 to connect businesses and consumers on a unified platform through a seamless experience.
WeChat fully launched Mini Programs in 2017 to connect businesses and consumers on a unified platform through a seamless experience.
Huawei P20 Pro is the first phone in the world that carries a triple rear camera.
Huawei P20 Pro is the first phone in the world that carries a triple rear camera.
Liberate lifestyle with connectivity
The speed of connectivity innovation in 2018 has passed through an inflection point. The Chinese no longer are happily surprised at the lifestyle enrichment different platforms offer. Instead, they now demand them. First, every aspect of daily life is now integrated in one-stop apps that offer unprecedented seamlessness. Second, technology also liberates by connecting like-minded subtribes, people who share similar passions. Third, online and offline retail worlds have been connected, further reinforcing seamlessness.
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Meituan merged with Dianping to broaden offerings to include everything from ticket booking to travel arrangements.
Meituan merged with Dianping to broaden offerings to include everything from ticket booking to travel arrangements.
Adidas has created the “Republic of Sports,” a full-range of omni-channel experiences.
Adidas has created the “Republic of Sports,” a full-range of omni-channel experiences.
Enrich experience through curated content
Nowadays, consumers not only trade up their “material needs” but also their “spiritual consumption.” They seek emotional connection and express their authentic self through content. Brands such as iQiyi and Estee Lauder curate content based on in-depth consumer insight and commercialize this opportunity whilst creating an entire community surrounding this.
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Taobao established community-based verticals and enable consumers to navigate their shopping experience by their passion points.
Taobao established community-based verticals and enable consumers to navigate their shopping experience by their passion points.
Estee Lauder successfully repositioned itself as a relevant brand for the youth by identifying the perfect influencer and generating buzz and curiosity around the brand.
Estee Lauder successfully repositioned itself as a relevant brand for the youth by identifying the perfect influencer and generating buzz and curiosity around the brand.
Foster happier healthier home
Home has become the new center of gravity in the life of the rising Chinese middle class. With 200 million middle class households, and continued increase in home ownership cross all city tiers, home has become the hub for better living. Brands like Midea and Haier have capitalized on this opportunity, providing solutions and experiences that make home a better place to be; a more connected place, a means for discovery and self-expression, a center for entertainment and an oasis for health and well-being.
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Xiaomi enables better living at home, bringing health and entertainment solutions.
Xiaomi enables better living at home, bringing health and entertainment solutions.
Philips has partnered with Xiaomi to design and develop connected LED luminaires and lamps to fit and create the right mood for your Home.
Philips has partnered with Xiaomi to design and develop connected LED luminaires and lamps to fit and create the right mood for your Home.
Empower global citizens
Evolving from 'go to see' to 'go to experience', Frequent Independent Travelers (FITs) no longer take shopping as their main purpose when going abroad. Instead, they are seeking more authentic experience by eating as local, commuting as local and living as local. Brands like Alipay and UnionPay provide Chinese friendly product and service without hurting the local authenticity to give them sense of security.
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An APP with multi-functions, Alipay goes beyond a payment channel even outside of China.
An APP with multi-functions, Alipay goes beyond a payment channel even outside of China.
UnionPay continues to strengthen its ‘UnionPay your way’ campaign with premise marketing based on the big data analysis of Chinese passion points in and out of China.
UnionPay continues to strengthen its ‘UnionPay your way’ campaign with premise marketing based on the big data analysis of Chinese passion points in and out of China.
THE BIGGEST MOVERS
FROM 2017 TO 2018
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