regions hottest consumption story. ASIA TREND BULLETIN JULY 2014 Are Asian brands out-innovating those in the West? Well, sure: in plenty of cases. But the comparison is outdated ;) When it comes to innovation and delighting consumers the idea that western brands are still the yardstick against which Asian brands should be measured just doesnt stand up anymore. Today, Asian consumerism sets its own standards. And that means Asian consumers are now flocking in rising numbers to Asian brands that are catering to their lifestyles and their wants and needs and doing it with the kind of expertise that only a local brand can bring. LOCALIZASIAN is a trend we frst published in 2013. But were revisiting it now simply because the accelerating pace of Asian consumerism means its just as - if not more - relevant than ever! Want proof? Read on... LOCALIZASIAN 2 www.trendwatching.com/trends/localizasian 57% of Indonesian consumers say they prefer local brands, against 37% who say they prefer foreign brands. JANA, SEPTEMBER 2013 LOCALIZASIAN 3 www.trendwatching.com/trends/localizasian One (powerful) example of the by Asia for Asia phenomenon? Xiaomi. The Asian tech brand, founded in 2009, outsold Apple in China in Q1 2014. In Q1 2014, Xiaomi sold 10.4 million smartphones in China against Apples 9 million, putting Xiaomi ahead for the frst time. In fact, Q1 Xiaomi sales were 53% higher than total sales in 2012, as Asian consumers embrace the tech brands targeted mix of high performance and low prices. Furthermore, March 2014 saw the frst batch of Xiaomi Mi3 smartphones entering Singapore; stocks ran out in two minutes. That followed launch of the midrange Redmi in Singapore earlier in the year; the frst batch sold out in eight minutes. Tech lust among Asian consumers? Increasingly, its about local brands. LOCALIZASIAN 4 www.trendwatching.com/trends/localizasian We obviously offer much more than monthly Trend Briefngs... Your complete trend and innovation solution. Our Premium Service Find out more 2014 Trend Report Trend Framework Innovation Database Industry Updates Apply Toolkit Monthly Updates 1-page Trend Handouts 1 2 3 4 5 6 7 LOCALIZASIAN | In rising numbers, Asian consumers are embracing new products and services targeted at their needs and wants by Asian brands that understand them better than competitors outside the region. The result? A deluge of by Asia for Asia innovation! DEFINITION LOCALIZASIAN 6 www.trendwatching.com/trends/localizasian Three underlying forces are helping to push LOCALIZASIAN forward. Rising affluence. Local love. Home advantage. WHY NOW? Explosive growth in the Asian middle classes means millions more Asian consumers with high expectations. Asian consumers are increasingly determined to invest in, reimagine and showcase their own localities, traditions and cultures. No one understands Asian consumers quite like Asian brands. 1. RISING AFFLUENCE 2. LOCAL LOVE 3. HOME ADVANTAGE LOCALIZASIAN 7 www.trendwatching.com/trends/localizasian 1. RISING AFFLUENCE Millions more middle class consumers means a virtuous circle of high expectations and targeted innovation. Across Asia, the middle classes are exploding. In China, the number of households earning over USD 35,000 in real terms will triple to almost 80 million by 2022 (Ernst & Young, February 2014). Meanwhile, the number of middle class and affluent consumers (MACs) in Indonesia will double by 2020, to 141 million people (Boston Consulting Group, March 2013). One consequence? Millions more Asian consumers have money to spend on products and services that truly target their needs and wants. And local brands have more reason than ever to put local consumers their lifestyles, their desires frst. WHY NOW? LOCALIZASIAN 8 www.trendwatching.com/trends/localizasian 2. LOCAL LOVE The grass ISNT greener on the other side. The emergence of Asia as an economic powerhouse means increasing cultural power and confdence, too. No wonder rising numbers of Asian consumers are determined to invest in, reimagine, and even showcase on the world stage, their own localities and traditions. That doesnt just mean a change in global tastes when it comes to music or fashion. It has impacts across consumerism. Just one snapshot of those impacts? In Indonesia, 65% of consumers say that supporting local companies is a key advantage of buying local (Jana, September 2013). WHY NOW? LOCALIZASIAN 9 www.trendwatching.com/trends/localizasian 3. HOME ADVANTAGE Local knowledge and cross-border agreements mean local brands are harder than ever to beat. Lets keep this simple: Asian brands know Asian consumers their lifestyles, aspirations, needs and wants better than anyone. One case in point? Just see below how Reserve Bank of India is innovating for consumers who dont have a bank account. But competitive advantage for local brands doesnt stop at that: theres increasing regional cooperation, too. For example, its intended that 2015 will see the southeast Asian nations create the ASEAN Economic Community, a single market to allow the free flow of goods and services between the constituent members. Put the two together, and its little wonder theres no stopping by Asia, for Asia consumerism! WHY NOW? LOCALIZASIAN 10 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS Take a look at these Asian brands already targeting the needs, wants and desires of Asian consumers. LOCALIZASIAN 11 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Brunei Halal Ready made halal foods for Malaysian consumers LOCALIZASIAN 12 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Potatoo Indonesian temporary tattoo brand caters to local sensibilities LOCALIZASIAN 13 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Panasonic Cut Out the Darkness Japanese brands social initiative brings solar lanterns to Indonesia LOCALIZASIAN 14 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Tsunagari Hot Support App Japanese cellphone service helps family members keep track of elderly relatives LOCALIZASIAN 15 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Chinese Tourists VIP Card South Korean government initiative offers privileges to Chinese tourists LOCALIZASIAN 16 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Samsung NX Mini Korean brand rides the Asian massfie trend LOCALIZASIAN 17 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Muku Shuttr Remote control device allows individuals to take the perfect selfie LOCALIZASIAN 18 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Tongsis The Selfie Stick and its rise to fame in Indonesia LOCALIZASIAN 19 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Reserve Bank of India Indian banks system enables the unbanked to withdraw cash LOCALIZASIAN 20 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Vikaspedia Indian government launches local Wikipedia-style site LOCALIZASIAN 21 www.trendwatching.com/trends/localizasian FEATURED INNOVATIONS: LOCALIZASIAN Lets Fold South Korean mobile game inspired by origami LOCALIZASIAN 22 www.trendwatching.com/trends/localizasian NEXT So what does LOCALIZASIAN mean for brands inside and outside the region? LOCALIZASIAN 23 www.trendwatching.com/trends/localizasian Take aim Want to start innovating? Take your pick. Asia is home to a myriad of consumer characteristics and unique needs. Seniors in Malaysia? Teens in Shanghai? Get close to your target, and learn about their lifestyle, behaviors and aspirations. NEXT LOCALIZASIAN 24 www.trendwatching.com/trends/localizasian NEXT BRAND MOVEMENTS One actionable angle on local needs and wants? Think beyond just profits, and ask how your brand can start a BRAND MOVEMENT around a shared local concern or value. Take inspirations from Panasonics Cut Out the Darkness campaign, or NTT Docomos Tsunagari Hot Support App. LOCALIZASIAN 25 www.trendwatching.com/trends/localizasian NEXT Tap some LOCAL LOVE If you are a local Asian brand, utilize your home advantage by building local into your brands DNA. Think campaigns and content that stress your homegrown credentials. LOCALIZASIAN 26 www.trendwatching.com/trends/localizasian NEXT Competition Alert! Neither an Asian brand nor operating in the region? This trend still has implications for you. Your next competitor could be an Asian exponent of LOCALIZASIAN, who succeeds, grows and expands to your doorstep. Why not start thinking about an Asian partner today! LOCALIZASIAN 27 www.trendwatching.com/trends/localizasian LOCALIZASIAN 28 www.trendwatching.com/trends/localizasian 1. Our free Asia Bulletins 2. Subscribe to our Asia Bulletins here. SUBSCRIBE ME MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Offcer paul@trendwatching.com ABOUT US Established in 2002, trendwatching.com is the worlds leading trend frm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the worlds leading brands as clients, while our free monthly Trend Briefngs go out to over 250,000 subscribers in 180 countries. 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Brian M Touray - ACRA - Asilia Social Enterprise Marketing Plan (DRAFT) Brian M Touray-ZEST PROJECT MANAGER - POVERTY REDUCTION-SECURE LIVELIHOODS-HANDICRAFT UNIT
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