For Chinese people all over the world, Saturday, January 28, rang in the year of the Rooster. According to the Chinese Handbook of Horoscopes, the colorful Rooster promises bright and happy days, but he also dissipates energy. For 2017, the Chinese horoscope recommends to “better stick to practical and well-proven paths.” For European companies with business in, or plans to get involved in China, this means turning to the seasoned advice of experienced strategy, brand and communications consultants.
On the occasion of the 2017 Chinese New Year, globeone, one of Europe’s leading brand and communications consultancies will pool its competencies, forces and resources into a new China Competence Center (CCC) in order to further strengthen its focus on the People´s Republic. With slowing growth, heightened complexity and new local rivals in most industries, the enormous market in the People´s Republic becomes more challenging without losing any of its attraction. In addition, the strategic relevance of China will only rise further once the United States progress with President Trumps promise to install trade barriers.
After eight years in the consulting business, we have firmly established ourselves as a market leader for mostly German and Swiss companies seeking a successful strategic positioning of their brand across the globe and in key emerging markets like China.
The new China Competence Center will add capacity and impetus to build on our esteemed consulting activities, accompanying public European large and medium-sized companies into the highly diverse and increasingly challenging emerging markets, especially in China.
One of the key provisions to achieve this goal is to increase our presence by adding more analytical input, strategic advice and reporting on our current activities and insights in these promising markets. While German and Swiss brands have captured leading positions in emerging markets in terms of excellent quality, prestige, reliability and cutting- edge technology, “they still are not utilizing their full potential in terms of optimum brand positioning.” explains Niklas Schaffmeister, Managing Partner at globeone, based in Cologne. “All too often China is still handled with a more or less standardized approach”.
According to Na Tang, globeone´s country director in China, there are three common challenges for foreign corporations in this huge emerging market: “Understand your market, develop a positioning strategy that sufficiently reflects the market and cultural characteristics and make sure implementation is orchestrated across the relevant digital and classical channels”.
Market & customer research
- Stakeholder mapping & analysis
- Key competitor analysis (basis for successful positioning)
- Brand performance analysis / brand tracking
- Campaign testing
- Digital and social media status analysis
- Quantitative consumer & customer research
- Focus group research
Brand positioning in China
- Brand strategy development
- Brand optimization for the Chinese market
- Integrated campaign development & communication planning
- Market entry strategy
- Chinese brand name development
- Brand & CI development for the Chinese market
- Digital communication strategy
- Social media & WeChat strategy
- WeChat account setup and management
- Digital content & channel management