Post on 29-Jan-2016
THE POWER OF DREAMS
I think life is much better with dreams
Dreams give me more confidence
to face the future
I take actions in order to realize my dream
I have always been striving to realize the dream
Dreams make me work and study harder
How people say dreams affect their lives
LIFE IS BETTER WITH DREAMS.
CHINESE ARE MUCH MORE FAMILIAR WITH THEIR NATIONAL DREAM
Very familiar
Quite familiar
Know a little about it
Know nothing about it
Difficult to say
How familiar people are with their country dream
CHARACTERISTICS OF THE CHINESE DREAM DIFFER FROM THE AMERICAN AND BRITISH DREAMS
PERSONAL AND NATIONAL DREAMS
PERSONAL DREAMS ARE SIMILAR WORLDWIDE
PERSONAL AND NATIONAL DREAMS DIFFER IN CHINA
A good life for my familyPowerful country
Be healthySustainable economic development for the country
Have same opportunities as everyone elsePursuit of happiness
Financial securityTo retire comfortably
OpportunitiesBe successful at work
Individual freedomHome ownership
A good jobAchieving more than parents’ generation
Be richerBecome rich/successful when starting out with little
Become famous
The Chinese Dream combines PERSONAL dreams with a NATIONAL agenda
FROM DREAM TO REALITY
CHINESE HAVE A STRONG DESIRE TO REALIZE THE DREAM
CHINESE ARE MOST OPTIMISTIC ABOUT ECONOMIC GROWTH
DIFFERENT STRATEGIES FOR REALIZING THE DREAM
Environmental damage 85%
Food safety 83%
Insufficient medical insurance 78%
Educational system 76%
Heavy pressure caused by fast-paced life 66%
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CONCERNS FOR ACHIEVING CHINESE DREAMS
The Chinese and multinational brands can help BRIDGE the gap and REALIZE the Chinese Dream
BRANDS AND DREAMS
BRAND EQUITY IS HIGHER FOR DREAM-MATCHED BRANDS
CERTAIN MULTINATIONAL BRANDSMATCH THE CHINESE DREAM
Oversea recognition of Chinese brands is a manifestation of China’s growing
influence
67%
Quality life means change from “Product-based Consumption”
to “Brand-based Consumption”
58%
Iconic US brands contribute to America’s international prestige
42%
CHINESE EQUATE STRONG BRANDS WITH NATIONAL POWER
CHINESE DREAM CHALLENGES CHINESE AND WESTERN BRANDS
ICONICCHINESE BRANDS
CUSTOMER FOCUSEDSOCIALLY
RESPONSIBLE ICONIC WESTERN BRANDS
TRENDYGLAMOROUS
INSIGHTS AND ACTIONS FOR UNDERSTANDING THE CHINESE DREAM AND BUILDING BRANDSEnable China’s next phase of development and Key component in company and brand success in China
Speed and change of China need continuous understanding Manifestation of China’s understanding that both the country and individual are important It’s the individual that is going to drive the key part of the domestic strategy - consumption growth.