Southeast Asian Wall capital
2022 series of series
As a large manufacturing country, China produces products for global large and small brands, saying that the label of "Made in China" is not exaggerated at all.
However, the image of this "world factory" has quietly changed in recent years and no longer stays at the manufacturing level. Instead, it has created brands for overseas markets from behind the scenes to the stage.
The Southeast Asian market with a huge population is a must -have for Chinese brands. Whether it is technology products, clothing, tourism or catering, they can be seen.
This issue of "Southeast Asian Wall" discusses how Chinese brands are targeting Southeast Asia consumers in Southeast Asia, washing some negative images of "Made in China" in the digital era, becoming a veritable international internationallybrand.
When it comes to the Chinese technology brand Xiaomi, many people will think of its smartphone with low price as a selling point.According to a survey report from the technology market research company Canalys, compared with Samsung and Apple, the average price of Xiaomi mobile phones was about 40 % and 75 % lower, respectively.
In Southeast Asia, the popularity of Xiaomi mobile phones is increasing.In the second quarter of last year, Xiaomi surpassed Samsung for the first time and became the leading smartphone supplier in the region.Southeast Asia is one of the key markets of Xiaomi, and it is also the first stop for its overseas in 2014.
Liang Jiawen, general manager of the Southeast Asia Region of Xiaomi International, was interviewed by Lianhe Zaobao. He described the company with an intriguing English word "GLOCAL", saying that it was both "Global" and "local".These two concepts seem to conflict, but they actually exist harmoniously and collide with new sparks.
Globalization refers to the company's aspiration to become the world's leading electronic consumer brand and intelligent technology manufacturer, but at the same time, it also takes root in different areas and adopts targeted local strategies.
Liang Jiawen said: "The strategies of the Southeast Asia and the Chinese market are the unique culture of individual Southeast Asian markets, and then launch the products and services that are most suitable for their needs and needs.Will use local languages in communication to get closer to the market. "
He pointed out that Southeast Asia is one of the fastest growing economies in the world, and the GDP (GDP) and income levels have risen steadily.The population in this area is also huge, with more than 650 million people.In addition, the communication infrastructure of various countries has developed rapidly, and the use of smartphones is quite high, which has promoted the vigorous scene of digital technology.
Xiaomi currently has more than 200 employees in Southeast Asia, and has offices in Singapore, Malaysia, Thailand, Vietnam, the Philippines, Cambodia, Laos and Indonesia.Singapore is the first Southeast Asian market in the company.
In addition to selling mobile phones, the company has launched a more comprehensive strategy in recent years, and vigorously promotes the lifestyle of the concept of smartphones and artificial intelligence IoT.This includes a cleaning robot, smart camera and air purifier, etc., and announced the entry into the field of electric vehicles last year.
generation and digital consumption boost Chinese brands to go to sea
Obviously, the young consumer groups of the Digital Age and the Z Generation of Z, brought new opportunities for Chinese brands to take off their old burdens and bring new opportunities.Whether it is Xiaomi's smart product, or Tiktok's video, or online games of Tencent, the hardware and software of various new eras can see the footprints of Chinese brands.
Guan Chong, an associate professor of Marketing University of Xinyue Social Sciences, believes that the strategy of consumers in generations Z will help to overcome the challenges faced by "Made in China", because this generation generally does not care about origin, and pay more attention to whether the product is the product.Innovation and whether to afford it.Compared with the older generation, the new generation's perception of "Made in China" is more positive.
Guan Chong said: "The beauty of low price is one of the advantages of Chinese brands. Compared with other quality and innovative concepts, their prices can be cheaper by 20 % or even 50 %.The level of imagination and gifts, such as the additional service of Haidilao, and the 30 -day return regulations of Shein. "
KPMG KPMG China Retail and Consumer Products Industry Strategic Consulting Director He Ying, as well as Sun Guozhen, co -supervisory partner of the Chinese retail and consumer goods industry consulting service, pointed out that compared with the increasingly mature European and American markets, Southeast Asia, a emerging market, has huge potential.Southeast Asia is not only an important supply chain and trading partner for Chinese brands, but also a key market for going to sea.
However, the Southeast Asian market is relatively scattered, and the cultural and business environment of various countries is huge. How to make products localize according to local culture and customer preferences, and to formulate specific business strategies at the same time is a key challenge for many Chinese companies.This includes how to maintain a stable sales network and supply chain, and attract local talents to join.
They believe that a new group of Southeast Asian consumers with the growth of Chinese brands, from knowing and purchasing Chinese products, to familiarity with Chinese brands, it still takes a period of accumulation.
The well -known hot pot chain store Haidilao blossoms in many countries in Southeast Asia, confirming that Chinese brands are absolutely capable of jumping in the front -line consumer brand in overseas markets.
Haidilao's first stop in 2012 is also Southeast Asia.It first landed in Singapore and later expanded to markets such as Malaysia, Vietnam and Indonesia.This restaurant is famous for its fresh ingredients and thoughtful services, allowing Southeast Asian consumers to experience another dining experience, and is willing to pay more for these special experiences.
Guan Chong pointed out that it is absolutely critical to say that good brand stories are to integrate facts and emotions, establishing unique positioning from it, and then prompt consumers to resonate with emotion.
The image of the foundry is not easy to get rid of
According to the 2021 Chinese brand going out of China in China ’s leopard research institute, Chinese manufacturers have maintained the world in the early days of international brand foundry. Even if many Chinese companies have developed independent brands, they still have not got rid of it.The image of foundry."Made in China" even reduced its "poor quality" and "cottage" in the early years.
The report said: "In order to get rid of the stereotypes of low -end manufacturing, at this time, 'Made in China' will be upgraded from the product to the brand to the sea, exporting high value -added Chinese brands, and the mid -to -high end of the global value chain."
Experts interviewed believe that the products made in China have been positioned in low prices for many years. They may encounter obstacles in the high -end market.
The person in charge of the consulting agency -Wang Chongzhi, the person in charge of the Da'an District of Bo Zhilongya, said: "Chinese consumer brands have positioned themselves to provide cheap products or services for some time. The main challenges faced by these brands areThe low quality has affected their ability to move to the upper end of the value chain and the ability to change the price positioning.
Display strong competitive strength in the field of technology
However, Wang Chongzhi pointed out that Chinese brands do have a strong market position in the field of science and technology. They show the ability to manufacture high -quality products and should continue to strengthen market share in this field.
Consumer electronics, e -commerce, mobile games and entertainment applications are the main fields of Chinese brands in recent years.Among them, consumer electronics has the highest brand power.
Market research institution Kantar and GOOGLE released by 2021 Kaidu Brandz (TM) China Globalized Brand Fortune List showed that consumer electronics (33 %) and mobile games (15 %) occupy the brandThe maximum share of force.The five globalized Chinese brands are Alibaba, byte beating, Huawei, Xiaomi and Lenovo in order.
Chinese operation experience can be transplanted overseas
China itself is a huge market. Chinese brands can use domestic operating experience as a reference to copy the excellent business model to overseas markets.
The report of the China Tore Leopard Research Institute pointed out that with the disappearance of the Chinese population dividends and the saturation of some markets, some Chinese companies are facing the slowdown in revenue speed. Therefore, they choose to go abroad and explore unsaturated markets.
These brands are established in China, mainly developing and growing in China, and have a certain market share in the local area.
He Ying, the strategic consulting director of the Chinese retail and consumer goods industry in China, and Sun Guozhen, the partner of the Chinese retail and consumer goods industry consulting services, pointed out that from digital marketing to establishing a sales network, Chinese brands can adjust business models and transplant them to Southeast Asia.Get the market opportunity.
In addition, these brands have established a complete supply chain for many years. Perfect infrastructure can quickly support the company's overseas development and help them develop localized products that cater to the Southeast Asian market.
Target deployment of the Southeast Asian market cultural diversified tourism website
Chen Yiling, the business development manager of the Singapore Institute of Retail Management of Nanyang Institute of Technology, said that China is the world's largest e -commerce market. Chinese e -commerce platforms such as Taobao, Tmall and JD.com are welcomed in Southeast Asia, especially in Singapore and Malaysia.Chinese brands can easily use these platforms to test the acceptance of products in Southeast Asian consumers.
Trip.com Group is one of the Chinese companies that go to overseas markets after one of them growing in China. Singapore is the first stop for going out to sea.In 2017, the Group established the brand "Trip.com", which specializes in overseas markets, and currently hires more than 600 employees in Southeast Asia.
Trip.com chief operating officer Lou Xiaobo said in an interview: "Chinese tourism is relatively refined, many links have been opened, such as buying tickets online and scanning code to enter the park.You may need to pick up tickets and use another system to check overseas. This method is worth learning from and further promoting. "
The Group has a huge platform in China, which contains a lot of information, which helps understand user behavior and provide reference for overseas markets.
Trip.com is very optimistic about the potential of Southeast Asia. It is believed that the market has a large population, and consumers tend to be younger. They are more willing to jump out of the inherent model and try such one -stop travel websites.
Lou Xiaobo pointed out that each Southeast Asian market has its own characteristics. For example, the Singaporeans are popular in hotels during the epidemic, but Malaysians, Thais and Indonesians do not have this concept and tend to travel in China.
In view of this, it is necessary to fully copy a market with a diversified market, and must be deployed targeted.
Marketing focuses on localization is the strategy of Chinese brands in Southeast Asia.For example, the mobile phone brand OPPO cooperates with local influencers and producers in Singapore when making potential in Singapore to encourage young people to use mobile phones to make short videos; Xiaomi hosted the "Mi Fan Festival" activity for individual markets to thank the fans.
Hitchin grasps young people's preferences
Establish a trusted brand image in multiple channels
SHEIN (Shein) is established in China, but there is no business in China. The core operation is for overseas markets.Since 2021, it has entered Southeast Asia, and Herchi took the lead in testing water temperature in Singapore, and then expanded to regional markets such as the Philippines, Thailand and Malaysia.
Lin Zhiming, general manager of Higin Singapore, pointed out in an interview that Singapore, as a company's base in Southeast Asia, will help them understand the needs of neighboring markets and bring convenience to entering these markets.
He said: "In terms of localization, we have grasped the preferences of these young user bases for the younger user base, we can make full use of multi -channel promotion to meet the local market activities, and establish in the young fashion community.Trusted brand image. "
In addition, compared with other regions, there are many differences in the Southeast Asian market. The differences between language, currency, culture, regulations, and geographical environment in various countries must formulate corresponding strategies according to the individual market environment.
Taking Thailand as an example, the local fashion industry is fiercely competitive. While ensuring the price advantage, the company must highlight the quality and fashion of the product.
Lin Zhiming believes that in recent years, some companies with global influence have been born in Southeast Asia. Many global companies, including Higo, have also regarded Southeast Asia as one of the areas of the key layout.Southeast Asian consumers have not been well satisfied in the needs of fashion and personalization, so the company believes that this market has greater development opportunities.
Next, the company will increase its layout in this region, including continuously expanding teams in Southeast Asia, expanding the resources of local e -commerce and sellers, and exploring more business development models.The company predicts that Southeast Asian business can achieve two or three times growth this year.
