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e, he can say, "I am the best after all." This will explain, in my view, the Shanghai men in the kitchen. I wondered how can such a male-dominated historical Confucian culture ever accept men cooking in the kitchen and women not doing anything. Just kidding. The answer is because he is in command. He has his own domain. He is sharpening his expertise. We actually did focus groups on this very matter, so we get a little bit insight into how different people interpret control in a different way. And the most interesting folk that we found was, "I may not feel in charge in the living room, but in the kitchen, it's mine." Right? Or it can be sports - golf, golf as a command of the self … ability just as in the past, control of the mind. This is about control of one's own body in focusing concentration. And it is that reason why they are so addictive and it is that reason why they are spreading so quickly in China and not just amongst the money class. And of course, going back to the very beginning, culture is still a vibrant cultural value, a vibrant value of learned Chinese people and people that desire to have a modern life style. So command of culture can also work. Here are a couple of commercials that do this. The first one is physical mastery, and this is big impression - tea. It's a diet tea, making you in command of the sea. This is command of non-business situation. Nobody has a better body than him. Nobody skis as good as he does. That was you! And the final commercial that we're going to play is another expert. It's for SUNTORY beer - command of fishing, command of a sport. Please play. It's this big man. We're reaching our conclusion page. What we've basically hypothesized is that Chinese man today is a little bit torn between conflicts. Inside springs from conflict. On the one hand, he has a magnificent destination, he has opportunities that he has never had before and they represent a historic, heroic, bold breakthrough as we march into the 21st century. But on the other hand the world is not as sure as it is before, the result is a lingering - not fear, not passivity - but a lingering anxiety, a lack of complete certainty that he has what it takes to make it, because for the first time a pioneering spirit, an ability to seize new opportunities that passing in front of them is the hallmark of what makes a successful man. So marketers have an opportunity to relieve that tension. We've given you six ways.
One is the most basic - project status, make the man feel bigger than what he actually is by making him a badge, a badge of status. Second, give him tools, enable him to extend his reach a little bit beyond what he might normally be able to do all by himself, give him an external aid. Third, release his aggression. In a society with a narrow definition of success, however glorious, there is repression. So, let it all out. Let him not just have a victory, but let him have a spectacular and heroic victory. Next, help him pass the girl test. A man has responsibility. The responsibility of a man is to provide for the entire family -- the extended family, and as we saw - dead ancestors; the woman expects a lot, so give him some control with respect to the woman, help him feel that it is a 50/50 relationship, which sometimes he might not feel. Finally, the 5th, the leverage of friendship. If there is not certainty in that fast-changing outside world, help him retreat into the comforts of friendship and have your product associated with this security of friendship. The right type of friendship, because there is another type of friendship. And that is friendship that is utilitarian, that is useful. And in this case, the dynamic is take a little bit of lack a trust and make it 100% trustworthy. And finally, make him an expert. If he can't necessarily win all his dreams inside his career, help him become a master of that outside it. And that's all we have to say today for "the Mind of Chinese Men."
Thank you!
提问与回答
Q: I'm from Reeb Beer. How do you like it? Which category will you identify it to the success of commercial?
A: Well, frankly speaking, I don't know if I've seen the Reeb beer commercial that you're talking about. The Reeb commercial that I'm familiar with is the Shanghai commercials. Where do they fit in? I hate to say this, but they fit in on the nationalism slide. OK? Because all that the Reeb Beer is doing, and frankly I think it's very 表面的。不好意思，They are trying to associate a great city with a great man. All right. You're Shanghainese, so you're great. Just in the same way that nationalism works but of course, it is on a much narrow level. There is nowhere more to go. This could be any product. There is nothing inherent about the beer figure. It's working like Yao Ming, there is no beer in Reeb. I think that they can integrate the role of a product much more effectively. But as it stands, I wonder what they are going to do next, because the product is missing.
Q: Can you do a slight comparison between Western guys and Chinese guys?
A: Sure, Western guys are 笨; Chinese guys are smart, all right?
Q: I am sure there are more than that, for example like status, or ...
A: Let me just say we're all human beings. OK? Status is important to everybody; success is important to everybody; money is important to everybody. But different societies have different centres of gravity. Let me talk just a little bit about Western society. May I? Western society is rooted in what we call monotheism - believe in one god. Our god is different from your gods. 我是无神论者，但这个是我们的历史影响。Monotheism is my relationship as an individual with the all power. I have a relationship with God, it's a 2-way dialogue. Abraham, Yitzhak, Moses, Jacob, Jesus - Jesus was God, OK? But they all act in a relationship with god; and in that relationship, if the individual accepts god into the heart - the moral code of god into the heart - the individual is able to change his destiny, and not just change his destiny, but possibly change society's destiny. Judaism, the first monotheist religion, is about the ability to create a heaven on earth because of my relationship with god. So the value of the individual is dipped right into the religion. As a result, in the West, what we call simple institutions designed to protect the right of the individual have developed. The Bill of Rights, Congress, the Magna Charta, Parliament - these are all laws designed to protect not government interests but individual interests. This is not to say that all politicians in the West are honest, of course not, but the system is designed to protect the rights of the individual and balance the individual's rights v.s. society's rights. So, as a result - now we're getting more to the point, right? - there is more of a focus on individualism in the West. Because of civil institutions, there is a sense that society is safe. And that I can bounce around a little bit; I can express myself a little bit. Because society has padded walls, even if I fall, it will be OK, so the individual can experiment, not just because he is protected, but because of his view of society as a protection.
In China, it's different. In China we believe that society is relatively fragile. We believe that we have high periods and low periods. Society goes in cycles, just like Taiji, up and down, gets better and worse. So things aren't safe; the outside world can't be dependent on. Society is fragile. I'm walking in a glass palace, that's why values such as balance, cleverness, conformity coexist uncomfortably sometimes with aggression and forward movement. So to answer your question, because of a monotheistic base, the Western man has a centre of gravity that is more rooted in individual right and individual capability. He can define success on a much, much, much broader platform. If I'm happy, I'm a success. Of course, it's not a hundred percent or zero percent. 但一般说是这样的。我二哥，就很成功;我的大哥是一位副市长, but my little brother is a cook, and he is happy. He's still happy and he is so satisfied with being able to define himself.
Q: You talked about 6 themes. But you know, as China is developing with the world, maybe faster every year, so China is now not only attracting more capital from the 上一页 [1] [2] [3] [4] [5] [6] [7] 下一页 |
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