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5 UNMISSABLE ASIANCONSUMER TRENDS FOR 2014
trendwatching.com’s December 2013 ASIA TREND BULLETIN
trendwatching.com/asiapacific/trends/5trends2014
SPACE STRAPPED Small innovations. big opportunities.
SECONDHAND STATUS First time consumers trading up and trading in.
FAITHFACTURING Keep the (modern, urban) faith.
CROWDCRACKED How civic-consumers are tackling Asian metropolises.
MADE LIVABLE IN CHINA Why chinese consumers are rushing to ‘health hacks’.
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THIS IS jUST A SHORT ExTRACT. READ THE FULL TREND BULLETIN (FOR FREE!) www.trendwatching.com/asiapacific/trends/5trends2014/
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SPACE STRAPPED Small innovations. big opportunities.
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In perpetual discomfort and dissatisfied with increasingly scarce and ever-smaller living space, 2014 will see many Asian CITYSUMERS turn their attention to smaller, affordable and well-designed brand solutions. Think small: compact, foldable, stackable, modular, vertical, cantilevered, portable, flexible, even hidden solutions that make Asian micro-living as effficient as possible.
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IKEA: Make Space BetterCampaign highlights compact furniture solutions
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Peruri 88 Vertical ‘micro-city’ in Jakarta
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Daewoo“Mini” wall-mountable washing machine and ultra-slim fridge
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YOYArt works featuring life-sized furniture images double as chairs
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Apostrophy’s: Living in the City Micro-home prototype
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Leases on beijing’s Finance Street cost an average of USD 137 per square foot a year, 30% more than the USD 104 per square foot buyers pay on Fifth Avenue, manhattan.- Jones Lang LaSalle, October 2013
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KAIST: Armadillo-TElectric car folds in half to save space on streets
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SECONDHAND STATUS First time consumers trading up and trading in.
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Asia’s newly emerging affluent middle class consumers are eager to try the latest and best: but many still have limited personal spending power. In 2014, watch as they access the next best thing: SECONDHAND STATUS. Whether buying marked-down luxury items, secondhand (design) fashion pieces, or consumer electronics, they will seek status at a more affordable price point.
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YNewIndia’s first consignment store re-sells used electrical devices
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In 2013, over 300 new secondhand luxury stores opened in china, including in second tier cities such as changsha, Hangzhou and chengdu, with sales of approximately CNY 3 billion (USD 4.94 billion).- Fortune Character Institute, October 2013
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DurianaFind, chat and buy with local sellers
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GreenBugMumbai nonprofit runs stores specializing in pre-used goods
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Milan Station Secondhand luxury booming in China
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Chic Stash Concierge service makes secondhand fashion convenient
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FAITHFACTURING Keep the (modern, urban) faith.
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From Jakarta to Jaipur, many young and affluent Asian consumers are becoming increasingly liberal, try-out-prone and urbane – yet faith remains a cherished part of their identity. In 2014, age-old faiths are reinvented, with help from faith-based products, services and media tailored to modern lifestyles, technologies and expectations.
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Crescentratings: Crescent TripsApp helps Muslim travelers keep prayer times
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Peace MobileIslamic smartphone contains religious apps and curated content
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Ganpati DarshanApp ‘livestreams’ temple ceremony
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Subway India Sandwich chain creates offerings for Jain customers
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64% of young Millennial consumers surveyed in china and India want to ‘keep’ their traditional (or inherited) religious observations, despite globalization.- JWT, September 2013
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Hijabella and LaiqaIndonesian magazines celebrate ‘hijab’ fashion
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CROWDCRACKED How civic-consumers are tackling Asian metropolises.
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In 2014, younger generations of Asian ‘civic-consumers’ will no longer blithely accept the status quo. Instead – empowered by digital technologies, new platforms and democratized access to information – they’ll aggregate their power and knowledge to create innovative new solutions to shared problems, whether on a micro-local or national scale.
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BribespotCrowdsourced portal tracks corruption in Thailand
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between 2010 and 2012, china’s citizens exposed 156 corruption cases via new media (Weibo, net forums), twice that of traditional media reporting.- Chinese Academy of Social Sciences, June 2013
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Google: Crisis Map Flood victims in the Philippines and India turn to Google platforms
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Code for India Online platform empowers users to collaborate with local public service providers
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UP SingaporeCivic hackathons help source urban solutions
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MADE LIVABLE IN CHINA Why chinese consumers are rushing to ‘health hacks’.
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From dense, unpredictable smog (Beijing’s Airpocalypse being just the most notorious example), to ever-more-regular stomach-turning food scandals; and, in the extreme, hearing of the rise of ‘cancer villages’, daily life for many Chinese citizens can be an intense challenge. No wonder Chinese consumers will embrace innovative, effective health and safety solutions in 2014.
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breathing beijing air for just one day can be equivalent to smoking 21 cigarettes.- Xinmin Weekly, February 2013
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pH Conditioner SkyscraperFloating units clean and neutralize air
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Panasonic: jing-ling Compact air purifiers for tabletops
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Smart Air Filters Site offers DIY-assembled air filters
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Frog Design: AirWaves Connected face mask collects location-specific air pollution data
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Danger Maps Online mapping system tracks environmental hazards
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Chen Guangbiao Cans of oxygen combat polluted city streets
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Breathing Bicycle Beijing resident creates ‘breathing bicycle’
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Studio Roosegarde: Smog Electrostatic system sucks up Beijing smog
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THIS IS jUST A SHORT ExTRACT. READ THE FULL TREND BULLETIN (FOR FREE!) www.trendwatching.com/asiapacific/trends/5trends2014/
5 UNMISSABLE ASIAN CONSUMER TRENDS FOR 2014www.trendwatching.com/asiapacific 42
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