男性思维剖析

A: Yes, I can give you some advice in a short sentence, OK? Oh, sorry, I didn't mean to make fun of you. This is not about men, this is about how to market abroad. Chinese companies have to understand the difference between products and brands. Chinese manufacturers have to start inside to develop brands. What is a brand? A brand is not awareness; a brand is not a commodity; a brand is not 我是中国最厉害的！That's not a brand. A brand is a relationship with the consumer that is really with the consumer inside. As soon as China begins to develop a brand, it can charge a premium. And then it can get to export something that has a quality perception that goes beyond reliability. Reliability is what小天鹅has as a household washing machine. Nobody thinks 小天鹅is my life partner.小天鹅is an OK washing machine that won't break down and I have a warranty. So China has to de-commoditize itself by understanding the difference between a brand and a product. And that is rooted in the inside. That is rooted in this. So as soon as the enterprises of China really understand this and restructure their organizations to develop brands -because it's not just a religious conversion, it's structural organization - then they can make progress with brands. You have to export brands. Until then, they will be exporting brandless tennis shoes to world market, or computer, or whatever, but they won't be brands. So, create brands.

Q: You define Chinese population as the youth, the old, the woman and the middle class, don't you? how do we differentiate men from the middle class?

A: Well, there are also old people. But I haven't got there. I, basically, define Chinese society in 5 segments. The youth - the people between 18-34, or 16-34; women; the new woman, the urban woman; the urban man; and then the middle class, what you either call "中产" or "小康", depending whether you want to be politically correct or not. I'll give you one sentence summary of middle class, if you don't mind. The middle class is about how people choose between 2 fundamental needs. They have to be balanced. So the conflict between the middle class is between projection表现出自我保护，他们在所有中产的人心里存在. They exist between in all middle class people. Because they still don't have a lot of money, but they have enough money to help them make consumer choices, so you have to choose between these 2 urges. And then marketers help reconcile those urges. The middle class is about how to make a man feel more control. I mean a man. It's about how to make him feel more control, less anxiety.

Q: I have 2 questions. The first is: what are the general principles you use to measure whether an ad is effective or not? The second question is that for marketing people what suggestions you have to help them to build a strong connection with the actual product, with the core product.

A: The first question is how do you define the success of an ad? Not how do you measure? We can talk forever on "how do you measure", but it's a research question. But a successful ad has 3 things - you can call it A, B, C. One, it has to create awareness; it has to be seen and remembered. Two, it needs to be branded, that means the ad has to be associated with your product. And three, it needs to communicate what you want it to communicate. If I want to say my car is the most elegant design, then an ad should communicate that. If all these things are working together, it should result in something called persuasion, while you change people's opinions about your brand and you need to increase purchase intent. This is a very complicated question, but you can easily tell what a good ad is and what a bad ad is once you see it working in market places. So, you should be measuring your advertisements, but different ads need different measure, and I don't want to go much further. You can say, "Oh, we're王牌, we're TCL, and we're the creators of a better tomorrow for the Chinese family. We're innovative, we're trustworthy, blab blab" The corporate ad has two goals. The first goal is to please the investment community. I'm not joking. This is what we call the "billboard near the airport", so that the investors are coming on a plane and see the billboard. Consumers don't care what the billboard says, but the investor community says, "Oh, they're advertising." That's one reason. It might be a waste of money; it might not be a waste of money. In China, because you have a history of state-owned enterprises with goods that are not reliable, Chinese people don't necessarily trust the basic quality of a brand. Chinese in general believe, that the bigger the corporation the better. The bigger the scale the more reliable its products will probably be. That's why you can have a company like Chunlan, and it can produce everything from air conditioners, to refrigerators, to motorcycles, to trucks, to engines. Because it's a big brand. So corporate advertising, just as general ad does in the United States is to design to have product reliability taken away by consumers. Reliability. But reliability is a very shallow base on which to build loyalty. Corporate advertising is usually, usually 90% of the time, waste of money.

Q: From my point of view, there are basically 2 category of advertising. The first one is the functional appealing; and the second one is the emotional appealing. Just now, you showed the ads are all, I think, fit into the emotional appealing. But now in China a lot of ads are only in functional appealing, and they succeed and sell the product. How do you see this?

A: Sometimes functionality works; sometimes functionality isn't enough, it depends on the product category. I don't have a lot of functional ads here is for 2 reasons: One, because you usually have based on insides, which tend to be less long-term effective when you don't have an inside. And secondly, emotional ads and functional ads are not mutually exclusive. Function can reinforce the emotion, and the emotion can reinforce the function. Siemens, for example, has lots of functionality in, but it has what we call a payoff. Sophie! We spent 15 seconds there on what we call the demo: why there is no side leakage, why you can turn around at night and not have any spillage - ah! It's awful! But you always end with a payoff of that "I'm confident to achieve tomorrow." So the division between function and emotion is artificial. They work hand in hand, and what we were talking about is the weight of each, No. 1. No. 2. If you're telling me that there're a lot of successful Chinese ads that just talk about the product and have nothing to do with the consumer inside for motivation, I'll show you a product that I can come and take away tomorrow. I can just defeat it like that. So, show me this after somebody does good communications with a good marketing strategy. Right now the landscape of China advertising is mostly heroic, functional which is why it is so easy right now to win in China from an advertising perspective because so few people do it well.

Q: In last year's speech, you said that women are complicated; men are much simpler. Do you mean that women want more than men in today's speech?

A: I still maintain that woman's primary challenge is balance, balance of different ideals - balance of a woman as a achiever, balance of a woman as a soft and kind mother, balance of a woman who pays attention to her own needs individually defined. Men don't have this identity issue. Men, it's a question of anxiety whereas women are balancing. Men, sort of go deep in terms of how to deal with something that they never feel comfortable about. Women are, in China

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