2009年7月30日

Looking At Asia In A Global Economic Downturn Series(1) : A-B-C Cities in China


Consumers the world over have been affected by the economic downturn - but how are consumers faring in China, a country that thus far has been the more resilient to the economic impact? Starcom China partnered with Interface-Asia Holden to investigate the impact of the recession on consumer attitudes and behaviours across life stages and city tiers (A-B-C cities). We explored how consumers have changed pre-recession compared to today, and who is affected the most.

This is the first installation in Starcom’s Looking At Asia In A Global Economic Downturn series that will include future spotlights on Parenting, Brand Sirens, Category Highlights, Greater China and Asia.

In this first report, we look at A-B-C cities in China; at how they are faring during a global economic downturn, how they compare and contrast, what they are spending on, where they are saving, and how we can reach them.

Key China Recession Macro Trends:
1. Recession Amplifies China’s Extremes. Inherent disparities in China are made more pronounced by the recession across city tiers – from product category tradeoffs to media interactions. Insulated A cities are feeling positive but cautious, B cities heighten their value focus, while C cities are pushed back to the basics as they are dealing with the brunt of the recessionary impact.

2. Brand Loyal To Affordable Luxuries. In times of uncertainly, consumers stay with the brands that they can rely on. This is particularly true when it comes to categories which consumers consider to be their small luxuries. Branded shampoo, for example, is viewed as an alternative to actual, more costly, luxury items. In personal care, consumers do not want to skimp out on themselves.

3. Uncertainly Brings Out Creativity. To combat the downturn, consumers turn to creative solutions to make ends meet or get ahead. Some are turning entrepreneurial, while others are taking on courses to retrain or get new skill sets like English.

4. No Compromise On Education And Healthcare. Consumers are increasing their spend in education and maintaining their spend in healthcare, even in C cities.

5. Recession Has Impacted Consumer Messaging And Media Choices – But There Are Differences Across City Tiers. C cities remain traditionalist, turning to familiar media for immediate answers – newspapers, local magazines; for B cities, the recession brings out a true Value Consumer mindset and the Internet becomes the destination to satisfy value hunting; A cities turn more to in-home entertainment presenting the opportunity to reach even the discriminating viewers with escapist fair.

The A-B-C’s Of China’s Recession

A Cities
- Most positive group. A cities are more insulated from the recession due to greater mobility, professional development opportunities and purchasing power.
- While 64% feel that“the recession has affected China greatly”, 65% said they feel‘optimistic’.
- A cities have the most agility in category spending and are able to dial spending up or down. Personal luxuries (handbags, jewelry) and entertainment (dining out and in-home) are the first to decrease.
- TV benefits from the downturn as home-bound A city dwellers turn to in-home entertainment.

B Cities
- Less optimistic compared to A cities, but feel stable (49%) and neutral (44%).
- Overall B cities follow the pattern of Acities with regard to category usage, but just like a middle child, they straddle between A and C cities. Their decisions are not as driven by branding (A cities) nor price (C cities), but by value. 65% said “I feel that value is more important.”
- In these tougher times versus pre-downturn, B city consumers turn to the internet brand offers.

C Cities
- Most affected by the downturn and showing the greatest behavioural changes in
purchase and savings habit.
- C cities will not compromise on education or healthcare.
- They turn entrepreneurial to generate additional income and make ends meet.
- They increase their reliance on newspapers and magazines for deals/promotions.



Chinese Consumers Feel Protected
Chinese consumers are amongst the top ten most confident in the world. They acknowledge the downturn, but still feel that they are protected from it and have faith in the Chinese government due to their quick actions, such as the sizeable fiscal stimulus plan implemented at the end of 2008. In fact 73% agree that they “have confidence the government will help us through it all” and 72% say that “I feel like all of China is in this together and it gives me a sense of security.” On the whole, Chinese consumers are optimistic and hopeful, but still cautious.

Disparity In Consumer Outlook And Attitudes Across A-B-C City Tiers
Though the overall China story is optimistic, it is when we look at city tiers that the true story emerges. C city consumers are affected by the recession the most. Not surprising, C city had the highest percent of respondents(78%) agreeing that “I feel that the economic slowdown has affected China greatly”. The realistic, and relatively pessimistic, outlook from the C city respondents is likely driven by unemployment. Great number of migrant workers who have lost their jobs in the bigger industrial centres are returning home empty-handed, while C city workers are facing widespread factory closures, leaving them to struggle for survival.

Consumers Are Changing Their Purchase Behaviours
We asked our consumers what activities they tend to do ‘more of’ now versus pre-recession. The economic downturn has led to definite shopping and saving behavioural changes in all cities. Savings is tops, but many consumers have also become proactive. No longer are they passively sitting back or merely saving money via coupons. They have stepped beyond that to seize control of their finances by using their personal resources and adopting an entrepreneurial spirit.


Cut Spend
When consumers Cut Spend, they tend to reduce oreliminate spend on goods/services they consider nonessential,indulgences (e.g. daily coffee/tea, memberships,driving), they trade down to cheaper / private brands, orsimply stay at home vs. out spending money.

Buy Smart
To Buy Smart, consumers continue to make necessary purchases, but find smarter ways to get what they want. They will stick to their desired brand, but buy cheaper items within that brand portfolio, or save up for one higher end good vs. impulsively buying several cheaper products. They will also turn to affordable indulgences, like chocolate.

Proactive
The Proactive consumer is not content to merely decrease spending. Instead, they will take charge, adopt an entrepreneurial mindset and make things happen by starting
a side business, learning a new skill to better themselves, selling items, or finding free/low cost activities.

Saving
Those Saving will do exactly that, and ensure that they not only manage their spending, but that they also will set aside a part of their income.

C cities lead the way in all behavioural change categories, showing that they are the ones putting the most thought and effort into combating the recession. Interestingly, on top of cutting spending and buying smart, they have also been extremely proactive and have taken the reins in their financial situation. This is especially apparent when looking at C city parents. 85% of C city moms said they have started a side business to bring in more income since the beginning of the recession – the highest percentage out of any group. This area will be discussed in greater detail in Starcom’s Parenting in a Downturn installment.

Similar Category Tradeoffs Across City Tiers
Respondents from all city tiers follow similar trends in their spending patterns. Luxury and other big ticket items such as home décor and automotive, personal luxury items like jewelry, and out-of-home entertainment like dining out were the top categories consumers eschewed. Higher percentage of C city respondents reported ceasing spending on these categories versus their A and B city counterparts.

Consumers Turn To Affordable Luxuries
With cut-backs on high ticket items, consumers are turning to affordable luxuries to maintain a sense of their customary lifestyle while keeping within their means. To this end, items like chocolate, or in-home entertainment all serve to reinforce that they are managing fine and remain in control.

Personal Care Brands Are Non-Negotiable
In all cities, half of the top status quo items (those which respondents say they have not changed their spending on) are personal care items.

How has your spending in the following categories been affected by the recession?


Brand Loyal Despite Cutting Back
In the personal care category, respondents appear extremely brand-loyal, stating they would not compromise but will purchase their desired brand at regular price.
The myth-buster for China is that while consumers, especially those in C cities, are in savings mode, consumers will still not deviate from their desired brand. In this market, consumers are still learning about brands and are looking for cues regarding quality. Consumers will not always look to the cheapest product, but will make choiceful, value driven purchase decisions within their existent brand consideration set.

C Cities Invest In Education
Education was one of the categories that was immune to spending cuts and even experienced an increase in spend. This was especially the case for C cities where 28%
respondents reported increasing spend on education. C cities view education as an investment in giving their child more opportunities in life.

Contact Messaging Preferences Vary By City
Price discounts are the most popular across all city tiers, with 89% saying they feel that this is what companies ought to offer consumers. Females (the primary decisionmakers)in all cities say they would enjoy the benefits of coupons, free samples, and 2-for-1. However when it comes to consumer incentive programs, C cities are not as keen, as they appear driven by immediate gratification in savings and not the slim possibility of future prizes.

How companies can offer better value for consumers during a recession
A-B-C City Females

1. Product benefit explanations are especially powerful for C city consumers as they are still learning about products and desire product cues – especially in recessionary times when they cannot afford to make mistakes.

2. In store consultants on the other hand are not trusted by C city female consumers, as their trusted sources are overwhelmingly their personal network of family and friends.

3. C city consumers are seeking information and any way to make their lives easier is appreciated.

Key Learnings & What They Mean For Us As Marketers:
Recession Further Amplifies China’s Extremes
There is no one China, and the recession further deepens the cross-city tier disparities.
What this means to us as marketers?
Adopting a by-city tier approach starting with consumer/market research through to communications strategies and media choices will ensure consumer understanding that will lead to stronger consumer relevance.

Consumer Keep True To Their Affordable Luxury Brands
Consumers still perceive branding as a powerful quality reassurance, and will make effort to buy brands within their consideration set first, whether by trading-down on the product tier or waiting for a sale. Personal Care products and even affordable food indulgences, like chocolate, are perceived as the Affordable Luxuries. Price is only part of the equation, reinforcing the rightful brand choice is the other.
What this means to us as marketers?
Opportunity to maximize relevance of our products to the consumer in these tougher times. Making the choice easier(functional) and reassuring of the rightful brand choice (emotional) will deliver the total brand offer, and work to cement the consumer-brand bond.

Consumers Finding Creative Solutions To Combat The Recession
Consumers are increasingly relying more on themselves to get them through tough times. What are we as marketers doing to aid their ingenuity and entrepreneurial spirit?
What this means to us as marketers?
Explore opportunities to connect with these self-starting consumers by aiding them in their goals - equip them with necessary resources such as tips and tactics, facilitate access to forums for them to exchange ideas and experiences.

C Cities Uncompromising On Categories That Affect Their Future
C cities will not compromise on education or healthcare, as these are crucial in securing the best possible future for their children and for themselves.
What this means to us as marketers?
There are opportunities for brands to present an altruistic front by showing a desire to help by offering scholarships or education funds to C city children.

Messaging and Media Choices Differ By City Tier
A city consumers are turning more to in-home entertainment presenting opportunities to reach even the discriminating viewers with escapist fair. For B cities, the recession brings out the true Value Consumer mindset and Internet has become the destination to satisfy their value hunting. C cities remain traditionalist, turning to familiar media for immediate answers – newspapers, local magazines.
What this means to us as marketers?
Linking the content, context and contact in a meaningful way has never been more challenging than it is today. Consumers are more sophisticated, have more media choices and higher expectations of brands and advertisers. Understanding consumer media habits across city tiers is only part of the story; we need to better understand the role that each medium plays in consumer’s life and on the decision-making journey. The most powerful consumer connections can be created when we link the consumer with the brand through the right messaging and contact choices. And as we know, both the message and the contact will differ by city tier and consumer group.


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2009年7月23日

青文集團旗下第四本日系雜誌7月登台 - 「S cawaii!以妳時尚國際中文版」 !


青文集團目前擁有3本(「 With 」、「 VIVI 」、「 Mina 」)在台灣日系雜誌市場銷售率相當好的雜誌,且即將於今年7月開始將「S cawaii!以妳時尚國際中文版」引進台灣,這本雜誌擁有最新的日本澀谷系Look,主要強調不論在追求性感、帥氣還是甜美的風格下,都還是最重視獨特自我且個性化的一面,讓台灣女孩也能達到「成熟辛辣,性感休閒(大人系ギャル)」的澀谷系流行Style。

「S cawaii!以妳時尚國際中文版」創刊,也以不同以往的雜誌發行手法來行銷這本雜誌,首先與網路購物首屈的奇摩購物中心合作,創造S系女生的流行話題 (S系精神= Senior、Sister、Sexy、Smart、Super),讓讀者看的到馬上也買的到,並與日本EXILE(放浪兄弟)所屬的EXPG演藝學院合作,選拔S cawaii!專屬模特兒,讓喜愛這股風潮的讀者,有更獨特的專屬感

S cawaii! 每月1號出刊,零售價NT$ 98,預計發行量80,000本。


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2009年7月22日

視康多水潤日拋新品試用活動

視康於今年三月推出全新的 “多水潤日拋” ,以全球首創的三效保濕科技,讓user在配戴鏡片之後時時刻刻都能享受水潤的保濕感受。

新產品上市之後,首要的除了廣泛的宣傳增加產品的知名度之外,對於隱形眼鏡品類來說,最重要的莫過於消費者的試用活動,廠商可透過試用活動接觸到新的消費者、並累積名單,做為日後行銷上的運用;而對於視康來說,在過去已舉辦過多次的消費者試用活動,但在吸引新網友的參與上卻遇到瓶頸,因此此次的網路試用活動,最重要的就是能接觸到新的消費者、甚至是競爭品牌的users,進而促使試用過的消費者進行品牌的轉換。

Consumer Challenge:
1. 競品消費者對視康的試用活動參與意願不高
對於日拋隱形眼鏡市場來說,唯有透過試戴活動方能增加新的購買者或轉換競爭品牌的消費者,但分析消費者的試用行為之後,發現J&J的消費者品牌忠誠度高,對嘗試其他品牌試用活動的意願低;而博士倫或帝康的消費者雖對其它品牌的試用活動持開放態度,但會受網路口碑而影響;對於曾經使過視康日拋卻遇到卸除問題而卻步的消費者,亦難以讓他們再次嘗試,因此如何吸引消費者透由試戴活動來體驗多水潤日拋,遂成為該品牌極須解決之首要任務。

2. 目前視康在消費者心中的品牌印象偏向促銷/價格導向的品牌
雖視康的品牌知名度與競品相距不遠,但在品牌印象度與品牌偏好度上卻仍有努力空間,也由於視康日拋長期以SP訊息做為溝通的主軸,因此對消費者而言視康的品牌印象較無法支撐高價位的多水潤新品,如何重新打造視康的品牌印象,也成為此次活動的任務之一。

Insight:
此次新品的溝通對象,定位在都會女性且有忙碌的生活及長時間在工作上,多數已是拋棄式隱形眼鏡的使用者、且有習慣性使用的品牌,她們對於市面上隱形眼鏡品牌多已透由親身的試用、網路上的口碑,而有了既定的印象,這些既定印象左右了她們是否要參與試用活動與購買他牌的意願。

Objective:
增加新產品試用的人數
Reach競品的使用者

Strategy:
第一波Unbranded網路試用活動,吸引消費者申請試戴:
1)為了讓消費者親身體驗產品特色,且不受過去視康品牌印象的影響,在此次的網路試用活動上運用了unbranded的方式,讓消費者在不知道品牌的狀況下,申請試用視康多水潤日拋,避免先入為主的印象阻礙了消費者試用的意願,活動中也請消費者對多水潤日拋進行評分與心得分享,累積消費者的正面口碑。
2)「法國Pont D’or最佳隱形眼鏡」作為吸引消費者試用的誘因
在unbranded的操作方式下,為了增強消費者來試用的意願與信心,以法國得獎做為主要的訊息主軸,避免消費者因不知道品牌而不敢試用,同時也讓法國得獎日拋在討論區中發酵,創造消費者對此品牌的好奇心。

第二波Branded網路試用活動,公佈品牌與正面口碑
利用第一波網友的評分及正面口碑來提升品牌知名度及增加偏好度,再次吸引網友至官網申請試用。

Activation:
第一階段unbranded網路試用活動:
在媒體的選擇上,除運用一般的Display Banner Ad 創造高流量、高到達率之外,利用新聞報導的廣編露出方式,提高網友對話題的注目度,並利用素人口碑置入於社群網站中,透過其黏性來增加感染力,並同時累積部落格口碑,而經由口碑操作引發到其它網友的好奇心,再透過搜尋關鍵字導入活動中。

第二階段Branded event網路試用活動:
揭曉品牌並散佈第一階段累積的正面口碑,再引網友至官網申請試戴。版面運用仍以Banner ad 及討論區/BBS/Blog口碑操作為主。





Captivation:
整體活動執行結果,受到網友的熱情參予及索取試戴,unbranded event的媒體上刊也從原先的4週縮短為2.5週的時間,而試戴的申請也超出預估數量(原計1萬份) ,因此客戶緊急加碼至2.5萬份。
-活動上線三天後即超過1萬人申請,至活動結束共25,000多人領取
-網友試用心得反映熱烈,共超過4,000位網友回覆試用心得,且約九成持正面評價
-討論區的話題操作也成功的吸引BBS PTT網友注意,單篇回響高達100篇以上推文
-在搜尋關鍵字上(法國得獎日拋),約有9,730個搜尋結果

至於Branded event也夾帶unbranded氣勢,再次掀起另一波試戴熱潮。
-3週的活動期間,申請約7,500筆


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2009年7月3日

一個永遠存在的媒體-“人”

現今消費者的消費行為,已經從過去的教科書上寫的線性發展,演變至錯綜複雜的行為模式,消費者在決定購買前,會到處去蒐集產品資訊,購買了產品或服務後,事實上也有可能持續蒐集資訊,來強化自己的選擇,甚至也會與他人分享購買與使用經驗。再加上網路媒體的發達,一切資訊變的透明化,且快速傳播,過去的人際傳播,可能只是一對一的,但現在,卻是一對無限多人的傳播,所以“人”這個媒體,現在又逐漸受到了大家的重視,這也說明了,為什麼現在客戶們都越來越重視口碑行銷的操作。

現在有越來越多廠商開始在經營口碑行銷這個部份,除了雇用專業的口碑操作公司或找熱門的部落客推薦外,也有一些廠商是運用自身的長處,帶給消費者好的體驗,讓消費者主動的為他傳播訊息,建立正面的口碑效應,也就是我們所說的體驗行銷。像車廠,運用車主活動,建立與消費者之間更緊密的聯結,而且藉由與車主一對一的互動,教育車主正確的使用方式,減少對產品的負評,而且藉由車主的部落格主動分享,讓更多人對品牌與產品產生正面的印象。同樣的,鍋具廠商藉由烹飪教室跟潛在購買者互動,舉辦烹飪教室,教導消費者如何用它的鍋具煮出一桌香噴噴的好菜,建立正向的經驗,下次再添購鍋具時,就有可能再選擇此廠商的產品,而且來參加的學員又再帶新的潛在消費者來參加,不斷擴大的人際圈,正是鍋具廠商所企求的。透過如此的體驗行銷,廠商找到真正有興趣的潛在購買者,而非在茫茫大海中撈針。

找出自己的利基點與長處,每個廠商都可以創造自己的口碑行銷或體驗行銷,多多為品牌與產品建立正面的口碑。


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媒體十大頭條事件

在這裡為您精選近期媒體圈十大重要事件:
1.臺北市政府打造綠色城市,「YouBike微笑單車」上路

2.捷運木柵線啟用WiMAX車廂

3.台北捷運內湖線開通

4.UPaper 配合內湖線通車,增印20,000份,發行量達20萬份

5.布克文化發行《韓流 MOOK》,定位在韓國最新明星、影視、音樂訊息報導,韓國最新流行美容彩妝精品、旅遊資訊,與建立韓國流行訊息第一品牌報導媒體.鎖定13~40歲死忠韓流擁護族群;韓國演員、歌手、偶像團體之FANS;喜歡韓劇之觀眾與喜歡韓國文化的讀者,首刷預計發行量:50,000本

6.BMW改成半年刊

7.商周執行長金惟純退休

8.奧多取得威秀影廳廣告代理權(自2009.03.01---2012.02.28)

9.強力媒體98年5月1日起取得大都會客運代理權

10.痞子英雄紅遍全台,收視率飆破公視十年來的記錄;趙又廷爆紅,成為近期媒體新寵




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