男性思维剖析

Here comes a little bit for fun, OK? Help him pass the girl test. When we talk about love in China, women expect one thing, they want you to prove your love. They will not believe words, that's why we very rarely say "I love you" in China, even the younger generation. Men have to prove their reliability. This is because men, again, traditional role is to be a supplier, to be a provider for the family. And women expect that from a man. A Chinese marriage which is based on "美满将来" -- as I said - has material, children and romance. It is not象美国等西方国家一样，每天浪漫，它代表一个婚姻的幸福。我没说在中国浪漫不是重要的，肯定它是很重要的，但它是一部分的，不代表核心, 33%, or something like that. So a man is feeling under pressure from his girl, from his wife. It starts as early as 16 years old. So what a marketer can do is help get the man back on top. Let's take a way of doing this, of getting the man in control of the situation with respect to the girl. And this is what we're ultimately talking about - taking the control away from the girl just a little bit, giving him leverage over her. The first commercial is Siemens. This is a very young persons' commercial, in which the feature is just a camera and the camera helps him impress the girl. Let's look. "Now you'll wait for me without complaining." It's like this commercial are saying, "I figure out a way." The next commercial is for slightly older people. These are people that are getting married, and I shot this commercial last year. This is about a man and a woman... the woman says, "oh, the moon is so romantic!" And what does the man do? He goes and gets her the moon, and at the same time comes out with a diamond ring - three months of the salary ... yes, big one too, proving his love. Romance and materialism fuse into one. Next is Deluxe. This is targeted to the American men, American family. Deluxe easy-wash paint. Basically, this is about a husband and a son. They're bad when the wife is away. They spill things but they find a way to get themselves out of trouble and keep the woman away. I think we're having the same problem. Speaking of wedding rings. These are just in figures. The penetration rate for diamond engagement rings for couples in households making over 5,000 RMB per month in Shanghai is 84% while seven years ago the penetration was 9%. The penetration in Japan is 61%. The average income of a Japanese man is 8 times more than an average Shanghai man. The wedding ring is playing a certain role here. In Beijing, which is of course not nearly as Westernized, 66% penetration. In Guangzhou, which is of course just like Hong Kong and they like gold and jade, 73%. The wedding ring is a prove of man's ability to provide for the woman in a way that isn't in other countries. A sub-theme is also to get him back on top, making him the master. At home, the man is at best a 50/50 partner. But outside the home it's a man's, man's world. Women, outside in public spaces, tend to be much more feminine. Take a look for example at the difference between United Airlines and American Airlines, where the waitresses and stewardesses are 96 years old, and their idea of good service is spilling the coffee on your shirt not on your pants. And they always yell at you, you know. I feel always guilty with that. Whereas on a Chinese airline, in a Chinese lounge room, in a Chinese massage parlour, which by the way do not exist in the West, despite what you have seen, despite what you might have heard or seen or in her movies, these massage parlours, these houses of beauty and cute, they are in the corners of our society in the West. In China, they're brightly lit up, multicoloured, with their menu of price lists right in the front window, right? You just multiply the normal massage price by 10 and then you get special service. So the sexualisation of women outside the house is extreme in Chinese society just as it is, by the way, in Japanese society. Let's play for example a commercial for Shick. We are not just talking about a guy attracting a woman; we're talking about a guy because of the sharp blaze which makes his face sharp and handsome - conquering the woman. Did the woman like the commercial more than the man for some reason?

Another sub-theme in terms of getting the man back on top and having his way with woman is using rules not muscles. Obviously the most intellectually challenging man in the continent, in the world. Is anybody here Australian? Our Australian men, when they want to impress a girl, what will they do? They all live by the beach, right? You know they are a few miles within the beach. So when they want to say, "I want to impress you", they take off their shirts and they say the beach is that way. They show up their muscles; they show up their bodies. In China, the body is not nearly as sexy as a sexy mind, since in China, because this is still a society that has barriers that need to be woven round, not barriers that need to be crashed, ruined. In China, the mind wins. So anything we can do to make the man seem smarter will be an attractive thing for his girl. Let's play a couple of commercials. Again, one Siemens targeted to younger people, and the goal is just simply to impress her with his intelligence. And it's no coincidence that when he uses his mind he is standing proudly like the Statue of Liberty. He is using his mind on this occasion. The next commercial is perhaps a little bit older, another good one - Motorola ads of using the mobile phone to romance the girl again but more sophisticated. Intelligence gets her. The next commercial is McDonald's, and this is for the engagement period. Wonderful McDonald's commercial. Look how he impresses her, and she is still not satisfied. Isn't that typical? Where are the chicken wings?

Another sub-theme here is to save his face with humour. If the man has a tough time pleasing the girl, if the girl or wife is giving him a lot of pressure, if he is going to feel just a little bit degraded, save his face with humour. He is not very successful with women, but he is able to, on the other hand, always project a smiling, happy, tongue in cheek, take-it-with-humour approach. Now let's play another television that uses the same approach of humour. to save face. Finally another good Motorola ad, and again, humour. To combat a very difficult girlfriend.

So that's the 4th theme of passing the girl test. The 5th theme is to leverage friendship. Now in China there 2 types of friendship. One is the friendship that goes back a long time, friendship for trust, for retreating it to trust. You can always trust that. These friendships are friends of hearts and there is an everlasting bond. And when time gets tough, the man is getting confused with all the changes that are going on around him, he knows he can depend on the friends of time-gone-by, the classmates, the college dormitory mates. Anybody that comes afterwards is not going to be the quite the same type of friends. Let's play the commercial that gets to the beautiful retreat into friendship that can always be counted on. This is a multi-generational friendship. It stood the test of time. Now the second type of friendship, and I realize this isn't exactly the friendliest word, but is "酒肉朋友". This is an untapped opportunity. I have not been able to find any commercials that leverage this dynamic. This basically assumes that if I haven't known you for a long time, I cannot trust you a hundred percent. But I need to be able to trust you, so that we can both move forward, so that we can both benefit. A beer - primary role, as you can see in advertising, is social lubrication, which means making friends - normal English. But ultimately it's about turning a situation which is not a hundred percent trustworthy into one that is trustworthy. And this is an opportunity waiting to happen - that the beer or the alcohol that recognizes the dynamics of contemporary friendship amongst men that don't go way back can make a lot of money. Sorry we couldn't find a commercial of this kind.

And finally, the 6th - making him an expert. As we have seen there is anxiety. There is a little bit of nervousness, again, it's not fear, only anxiety. So if he cannot be sure that he can succeed in business; if he cannot be 100% certain that his career will be successful, making him command, making him in command of non-business situations, so that in some areas of his lif

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