NOTES FOR THIS PRESENTATION CAN BE SEEN HERE: tinyurl.com/m6v9zdt

1. YOU DON’T HAVE TO BE A
SADOMASOCHIST
TO WORK IN CHINA
BUT IT HELPS

2. LEGAL
DISCLAIMER

7. I’ll Be Rambling!
Like A Mad Man

8. 2005

9. SADVERTISING.
BADVERTISING.
MADVERTISING.
[AND SCAM]

10. + RATIONAL
+ BLAND
+ SIMPLISTIC
+ FEARFUL
+ CLICHED
+ ANTI-CREATIVE

11. + RATIONAL
+ BLAND
+ SIMPLISTIC
+ FEARFUL
+ CLICHED
+ ANTI-CREATIVE
+ MEANINGFUL
+ BROAD
+ CLEAR
+ WISE
+ CULTURAL
+ PRO-BUSINESS

13. 2008EVERYTHING CHANGED

14. SADVERTISING.
BADVERTISING.
MADVERTISING.
[AND SCAM]

15. DIGITAL REACHED CRITICAL MASS[FROM MONO TO DIALOGUE]

16. CHINA’S YOUTH: THE POST 90’S GENERATION
[300 MILLION]

17. 180MILLION
[6TH LARGEST COUNTRY IN THE WORLD]

19. CHANGED HOW THEY FORM
& MAINTAIN RELATIONSHIPS

20. CHANGED WHERE, WHEN &
HOW THEY COMMUNICATE

21. CHANGED HOW THEY LOOK AT
THEIR PLACE IN THE WORLD

22. CHANGED HOW THEY
LOOK AT CREATIVITY

23. 3 KEY DIFFERENCES

24. 1. PROGRESSION
2. GROUP ACCEPTANCE
3. FILIAL RESPONSIBILITY
CHINA’S!
CULTURAL!
VALUE!
SYSTEM
#1

25. CHINA’S
ILLUSION
FACTORY
#2

26. #3

27. [GOOD CITIZEN] [SELF GRATIFICATION]

28. DOUBLE LIFE ADAPTIVE LIFE

29. PLAY!
IN THE!
GREY

30. DUTY BEFORE PLEASURE+1
+2
+3
SEEING
CONFIDENCE WITHOUT QUESTION
STATUS IS A PRICE POINT
ISN’T !
BELIEVING

31. #1 !
DUTY BEFORE!
PLEASURE

32. +1
+3
+2
+4
THE WORLD’S QUICKEST CULTURAL CONTEXT LESSON

33. 700MILLION
DIGITAL USERS IN CHINA. 40% OF THE POPULATION[SOCIAL MEDIA USERS IN CHINA. 54% OF THE POPULATION]

34. MASSES OF
OPTIONS TO
ENGAGE IN:

35. MASSES OF
OPTIONS TO
ENGAGE IN:
DESIGNED TO BE !
USEFUL & SOCIAL

37. “We are living on a lonely planet and this is not the way it's
supposed to be. Join our fast-growing global community of
20M+ people and rediscover your neighborhood today”!

43. WEIXIN/WECHAT: CHINA’S FASTEST GROWING SOCIAL TOOL. 0-300 MILLION IN 2 YEARS

45. + 48% OF PEOPLE BETWEEN 15-24 HAVE HAD
SEXUAL EXPERIENCE - UNITED NATIONS
+ 1/3 OF CHINESE UNDER THE AGE OF 26 HAVE
NO PROBLEM WITH AFFAIRS - BEIJING POLL
+ STD RATES ARE CURRENTLY GROWING AT 25%
AMONGST 16-24 & 1,500 ABORTIONS A DAY
FOR WOMEN UNDER THE AGE OF 25 – THE TIMES

46. + HENCE PEOPLE REPURPOSE TECHNOLOGY TO
FIND THEIR ‘SHORTCUT TO FULFILLMENT’
Thoughts!
+ HOWEVER THEIR DESIRE TO EXPERIMENT HAS TO
WORK WITHIN CULTURAL & SOCIAL EXPECTATION
+ EVEN THE CHINESE GOVERNMENT CAN’T
STOP THE POWER OF TEENAGE HORMONES

47. CONFIDENCE WITHOUT!
QUESTION
#2

50. A TIME OF SELF
EXPRESSION AND
DISCOVERY

51. A TIME OF SELF
EXPRESSION AND
DISCOVERY

52. CONFUSING
EXPERIMENTATION
WITH COMMITMENT

54. GROUP ACCEPTANCE IS
EVERYTHING
[THE STRAWBERRY GENERATION]

55. GROUP
ACCEPTANCE
IS EVERYTHING
THE GREAT KOL
CONSPIRACY

56. TO CHANGE
CULTURE
YOU HAVE
TO CREATE
CULTURE

57. Do, don’t say!

59. Thoughts!
+ THIS FRAME OF REFERENCE MUST BE
VALIDATED BEFORE PEOPLE WILL ENGAGE
+ ONCE ACCEPTED, PEOPLE HAVE THE CONFIDENCE
TO FULLY PARTICIPATE IN THE NEW CULTURE
+ TO CREATE NEW BEHAVIOUR, YOU HAVE TO
CREATE THE NEW FRAME OF REFERENCE

60. #3 !
STATUS IS A!
PRICE POINT

61. CHINA IS
THE MOST
BRAND
LITERATE
PLACE
ON EARTH

62. AUTHENTICITY
COUNTS
AUTHENTICITY!
COUNTS

63. !
COUNTS!
MORE
SOCIAL VALUE
[THE BRAND THAT’S RECOGNISED
AS THE DOMINANT PLAYER TODAY]

64. “If you have to justify your decision
to your peers, it’s not worth owning”!
" " " " " PETER WU, 19.

65. SOCIAL VALUE
CAN CHANGE !
IN AN INSTANT
+ COMPETITOR
+ BRAND FAILURE
+ PEER ACCEPTANCE
+ MYTH AND LEGEND

66. YOU CAN BUY LUXURY,
BUT YOU CAN’T BUY RESPECT

67. BRANDS THAT PUSH CULTURE, NOT JUST THE CATEGORY, ARE
ALWAYS IN A POSITION OF POWER & COMPETITIVE ADVANTAGE

69. + WHAT HAPPENED IN THE PAST, IS THE PAST
+ PUSH CULTURE, NOT JUST THE CATEGORY
Thoughts!
+ LOOK AT PEERS, NOT JUST INDIVIDUALS
+ DON’T TAKE LOYALTY FOR GRANTED

70. The Things I’ve Learnt! + CHINA KNOWS MORE ABOUT THE WEST
THAN THE WEST KNOWS ABOUT CHINA
+ NOTHING IS AS IT SEEMS & YET EVERY
SINGLE THING MEANS SOMETHING
+ IT’S NOT A CASE OF LOWERING STANDARDS
JUST CHANGING YOUR APPROACH & ATTITUDE
+ IF YOU WANT TO SURVIVE, YOU HAVE TO PLAY
IN THE CULTURAL JUNGLE, NOT IN THE ZOO
+ IT MIGHT DRIVE YOU BONKERS, BUT IT’S BRILLIANT