• date post

  • Category

  • view

  • download


Embed Size (px)


<ul><li> 1. 10 ASIAN AUTHENTICTRENDS FOR2015Innovation opportunities to run with and profit from in 2015!ASIA TREND BULLETINDECEMBER 2014</li></ul><p> 2. Fortunes will be made inAsia in 2015......if not by you, then by others ;)From Manila to Mumbai, 2015 will see the pace of changeand innovation continue to accelerate across Asia.The evolution of consumer expectations is e-n-d-l-e-s-s,and the year ahead will be one where fortunes are made,remade and unmade in every corner of APAC.So, are you ready to find the key opportunity in Asia thatwill supercharge 2015 for your brand, business or clients? 10 ASIAN TRENDS FOR 2015 2 3. This list is all aboutactionable opportunity.Trends are just a means to an end: successful(and profitable!) innovation.Two points to remember (dont worry, theyre quick ;)First, its consumer trends were interested in. Yes,ongoing macro-trends aging populations, risingaffluence, more connectivity will continue to reshapethe region in 2015 and of course we track these, butwere not going to waste your time by recapping thesehere (there are a million and one trend reports out theredoing just that). Instead, they set the stage for the keyconsumer trends and opportunities we highlight.Second an industry secret. Trends arent really thepoint; opportunities are. Each one of the 10 TRENDSbelow highlights a key, actionable innovation opportunitythat could see YOU serve, delight, surprise or buildstronger relationships with consumers. Indeed, you could(and should!) start putting at least one of these intoaction tomorrow, if not in the weeks and months ahead!So all set? Read, be inspired, and innovate for the win in2015! 10 ASIAN TRENDS FOR 2015 3 4. 1. BETTER TOGETHERCrowd action for concrete change.2. BARE ESSENTIALSFunctional makeovers of everyday items for the BOP.3. LOCALIZED LANGUAGESWhen in Burma, speak Burmese ;)4. MADE (CLASSY) IN CHINAChinese luxury and beyond.5. AUTHENTICITY AUDITSModern methods to preserve ancient traditions.10 trends shaping Asianconsumerism in 10 ASIAN TRENDS FOR 2015 4 5. 10 trends shaping Asianconsumerism in 20156. DIGITAL DISCIPLINEEasing digital addiction in 2015.7. PERFECT PAYMENTSCash what cash? ;)8. TABOO BUSTERSPreconceptions and prejudices go bust.9. HERE/NOWEndless demand for on-demand.10. BRAND STANDSA stab at the absurdities of consumerism.(...continued ;) 10 ASIAN TRENDS FOR 2015 5 6. 1. BETTER TOGETHERCrowd action for concrete 10 ASIAN TRENDS FOR 2015 6 7. BETTER TOGETHERVarious issues still riddle Asian societies, from corruptionto food scares and more. And their scale and complexityrender most individuals powerless. At the same time, theproliferation of social media means theres increasingdemand for the voices of ordinary people to be heardand acted upon.Last year we highlighted CROWD CRACKED: consumerscreating crowd-powered solutions to shared problems.In 2015, this trend evolves to see smart brands/governments/institutions facilitating and empoweringcrowd action that has power to effect concretechange.Could your platform, service or program help Asianconsumers make things BETTER TOGETHER in 2015?In 2015, individual consumers will aggregatetheir actions to spur change across 10 ASIAN TRENDS FOR 2015 7 8. FEATURED INNOVATIONS: BETTER TOGETHERGlobe Telecom and President JokoWidodoPhilippines major telco provider Globe Telecom launched its #StopSPAMcampaign in June 2014 with an online platform allowing mobile usersto report and fight text spams/scams. Alleged spammers are issuedwarnings, and persistent offenders deactivated from the service.In Indonesia, where presidents choose their own ministers, July 2014saw President Joko Widodo crowdsource his cabinet. Widoda usedtwo online polls, Polling Menteri (Ministers Polls) and Kabinet Rakyat(The Peoples Cabinet), allowing Indonesians to have their say on whoshould be in the cabinet. Over 110,000 entries came through PollingMenteri alone, and a number of popular names as voted by the peoplemade it into the presidents official 10 ASIAN TRENDS FOR 2015 8 9. 2. BARE ESSENTIALSFunctional makeovers of everyday items for the 10 ASIAN TRENDS FOR 2015 9 10. BARE ESSENTIALSEven as Asian economies thrive, it is undeniable thatmany still live in dismal conditions:There are still 733 million people in APAC who live onUSD 1.25 per day (ADB, Sep 2014). 533 million are stillaffected by high levels of undernourishment, making up63% of the worlds hungry people in 2013 (UNESCAP,Aug 2014).So creative solutions for people at the bottom of thepyramid (BOP) will continue to be in demand in 2015.Ongoing awareness of BOP issues coupled with arising culture of creativity and innovation is resultingin unconventional solutions that cleverly embedessential functionality into affordable everyday items.Could you embed a BOP-relevant utility in your standardoffering in 2015? See below how three businesses didjust that!Forget access to status symbols, millionsof Asians will still not have access to cleanwater in 10 ASIAN TRENDS FOR 2015 10 11. FEATURED INNOVATIONS: BARE ESSENTIALSWater is Life, Mawbima and AIA300 million people in China still have problems accessing cleandrinking water. One creative solution came up in May 2014 whenglobal nonprofit Water is Life launch the Drinkable Book in China,as well as India and Africa. It is a sanitation manual featuringsilver nano particle-coated pages that double as functional waterfilters, removing over 99% of harmful bacteria.In Sri Lanka, newspapers have become the new channelof innovation. For instance, most people read newspapersin the early morning and/or evening, which is when thedengue-carrying Aedes aegypti mosquitos are usually mostactive. So during National Dengue Week in May 2014, dailynewspaper Mawbima published a one-off issue printed usingmosquito-repellent ink to help prevent mosquito bites. The papersold out by 10 am, increasing sales by 30% and readership by300,000 people.And on Vesak day, Sri Lankans use newspaper sheets as floorcoverings to protect themselves from the dust and dirt as theykneel to pray all day, but the ink usually stains their traditionalwhite clothes. So this year, instead of printing a full-page ad,AIA printed a blank page that people could use as prayer 10 ASIAN TRENDS FOR 2015 11 12. ..FIND OUT MORE FREE PUBLICATIONS PREMIUM SERVICEMonthly publication featuring selected trends. On-demand access to all our trends &amp; tools.A standalone, actionable opportunity.Static content.Read online or as a PDF.Understand the big picture of consumerism.Search &amp; filter the innovation database by trend/ industry/ region.Download trend &amp; industry reports or create custom PPTs.SUBSCRIBE FOR FREE FIND OUT MORETR15PDF PPT PDF PPTTR15FrameworkFormatsIndustry FocusToolsFrameworkFormatsIndustry FocusTools 13. 3. LOCALIZED LANGUAGESWhen in Burma, speak Burmese ;) 10 ASIAN TRENDS FOR 2015 13 14. LOCALIZED LANGUAGESIf 2014 was all about LOCALIZASIAN innovations byAsia for local Asian markets then the big opportunity inthis space for 2015 is language localization.Indeed, consumers are already expecting brands to caterto them in their local languages: 73% of consumersin Vietnam and 76% in India expect brands to providemobile content/apps in a language they understand(Ovum, April 2014). In 2015, rising numbers will demandthe same services available in the global English-speakingmarket.So, with more intelligent learning platforms and theproliferation of crowd-sourced language initiatives, itshigh time you innovated in order to cater to consumersin all corners of Asia in their own local languages takeinspiration from the examples below!Brands will be expected to break all languagebarriers in 10 ASIAN TRENDS FOR 2015 14 15. FEATURED INNOVATIONS: LOCALIZED LANGUAGESMyChat, AsQme and Hands Can TalkLaunched in August 2014, MyChat is a free mobile messaging app fromMyanmar-based social network MySQUAR. Both services are tailored forthe regional market with localized language functionality and emoticons.October 2014 also saw the launch of AsQme, a Japan-based onlineplatform that intended to bridge the gap between Japanese fans andnon-Japanese speaking artists. Fans can ask questions of artists, andreceive back a subtitled video answer from the artist.And Dubai startup KinTrans is going one step further to bridgecommunication with the hearing-impaired. Its Hands Can Talk softwareuses Kinect technology to detect hand gestures and translatethem into speech in real time. Users can set multiple languages, sobreaking ALL language barriers, both spoken and 10 ASIAN TRENDS FOR 2015 15 16. 4. MADE (CLASSY) IN CHINAChinese luxury and 10 ASIAN TRENDS FOR 2015 16 17. MADE (CLASSY) INCHINALong disparaged by Chinese (and other Asian!)consumers, Chinese luxury brands are starting to enterthe global arena. 84% of Chinese luxury consumersagree that In the future, Chinese luxury brands will bejust as good as Western luxury brands. (AddedValue,2014).One key driver? Chinese consumers are building not justtheir bank accounts, but also their social and culturalcapital. Now, those consumers are moving away from anobsession with (often foreign) luxury logos, and insteaddemanding local quality, authenticity, craftsmanshipand heritage. Chinese brands are taking notice, and asa result, China both brands AND consumers isgearing up to be the next global capital of class.The takeaway? If you want to reach the new Asian luxuryconsumer, think local, quality, and understatement. Do ityourself, or partner with the right local operation!Rise of the future global capital of classfrom 10 ASIAN TRENDS FOR 2015 17 18. FEATURED INNOVATIONS: MADE (CLASSY) IN CHINAException de Mixmind and QeelinException de Mixmind is a Chinese luxury fashion brand aimed atthose in the know who do not want to flaunt logos. The brand eschewsconspicuous logos and bling, and instead embraces simple, understateddesign with almost no branding. April 2014 saw this brand becomepart of the first Chinese delegation to Hyres International Fashion andPhotography Festival in France.Qeelin is a Chinese fine jeweler with designs inspired by Chinas mythicaland cultural heritage, featuring lines incorporating various auspiciousChinese symbols. Amidst the luxury slowdown in China, June 2014 sawQeelins same-store sales grow by at least 10%, and the brand is lookingto double the number of stores in mainland China due to high consumerdemand.As part of Alibaba groups Singles Day Sale promotion in 2014, eightmajor Chinese jewellery brands are also going to be showcased at TimesSquare, New York City, for a week in November. Brands include Chow TaiFook, the worlds largest jewellery brand by market value, and Baocheng,a brand with 169 years of 10 ASIAN TRENDS FOR 2015 18 19. 5. AUTHENTICITY AUDITSModern methods to preserve ancient 10 ASIAN TRENDS FOR 2015 19 20. AUTHENTICITY AUDITSWith the global brain and influx of global influences,many cities (and consumers!) across the region areexperiencing a convergence in cultures, mindsets andmore.One consequence? In 2015, consumers are ever-moreeager to make sure their own cultures and traditionsdont get swept away in the avalanche of globalization.And amid faux offerings and poor imitations, consumerswill turn to new, innovative tools and services thatallow them to know for sure that what theyre gettingis authentic tradition whether in clothes, food, art,culture and more.So how can you help consumers preserve traditionin 2015? The example below may be tech-fueled, butremember that AUTHENTICITY AUDITS can come inmany forms (from digital services to in-store services tolive experiences).In 2015, Asian consumers will demand thatcultural authenticity is 10 ASIAN TRENDS FOR 2015 20 21. FEATURED INNOVATIONS: AUTHENTICITY AUDITSThai Delicious CommitteeIn September 2014, Thai Delicious Committee a government-fundedinitiative by the National Innovation Agency launched ElectronicTongue, a device that tests Thai food to ensure the dish is authentic andadheres to the countrys culinary standards. The device uses sensortechnology to detect chemical signatures in the dish, measuring its tasteand smell. The initiative stemmed from Thailands former Prime MinisterYingluck Shinawatras frustration at how many Thai dishes abroad havedeviated from authentic Thai 10 ASIAN TRENDS FOR 2015 21 22. 6. DIGITAL DISCIPLINEEasing digital addiction in 10 ASIAN TRENDS FOR 2015 22 23. DIGITAL DISCIPLINEIn 2015, ever-more digital obsessed Asian consumerswill reward brands that facilitate some DISCIPLINE whenit comes to using devices.Just a couple of stats on digital and device obsession:the number of mobile cellular subscriptions in APAC ispredicted to hit 3.6 billion at the end of 2014, makingup around 51% of the worlds total (ITU, May 2014).Meanwhile, according to a September 2014 study by TataCommunications, 82% of Indians experience negativeemotions when they do not have internet access, and onaverage Singaporeans say that they cannot survive morethan 7.3 hours without internet.No wonder in 2015 rising numbers of consumerswill seek out services and tools to help them step(temporarily) away from their devices: for the sake ofsafety, social lives, sanity, and more!So will you add to the problem, or be part of the solution?;)Asian consumers are addicted to digital andseeking 10 ASIAN TRENDS FOR 2015 23 24. FEATURED INNOVATIONS: DIGITAL DISCIPLINEVolkswagen, McDonalds and MobilePhone LaneVolkswagen reminded movie-goers in Hong Kong of the dangers of usingmobile phones while driving with its June 2014 Eyes on the Road theateradvert. Footage played to theater audiences simulated driving on astraight empty road; meanwhile, a text message was sent to eachmember of the audience. While...</p>