FF上海 X FLAWED｜品牌出海：先有看法 再有辦法
“品牌出海”早已是一片觀點(diǎn)和內(nèi)容的紅海，作為陪伴諸多科技巨頭成功完成品牌海外戰(zhàn)役的資深團(tuán)隊(duì)，F(xiàn)RED & FARID佛海佛瑞連同旗下策略同盟FLAWED否哲，對(duì)這一議題躍躍欲試但同時(shí)戰(zhàn)戰(zhàn)兢兢：華麗的觀點(diǎn)可能是正確的廢話，堆砌的數(shù)據(jù)往往是嚴(yán)謹(jǐn)?shù)谋硐蟆?/strong>
當(dāng)各大咨詢公司和相關(guān)媒體文章談及中國品牌出海時(shí)，有幾個(gè)高頻出現(xiàn)且無法避而不談的策略關(guān)鍵詞：高端化，本土化，中國化/去中國化。但若剝離華麗詞藻的修飾和公開數(shù)據(jù)的支撐，這些關(guān)鍵詞背后大多是“以終為始，以果為因”的邏輯取巧—— 因?yàn)楫a(chǎn)品不高端，所以要高端化；因?yàn)椴皇煜^(qū)域市場(chǎng)，所以要本土化；因?yàn)槭侵袊放疲砸獛е袊矸菡娟?duì)。我們都看到了現(xiàn)實(shí)的挑戰(zhàn)，卻沒有人給出現(xiàn)實(shí)的方案。
但拋開價(jià)格，如何塑造“中國品牌自身的質(zhì)感”？成功實(shí)現(xiàn)本土化品牌運(yùn)作是否有更大的前提？“中國”身份對(duì)品牌到底意味著什么？為了給這些問題一些“相對(duì)正確”但“絕對(duì)真誠”的答案，我們和FRED & FARID佛海佛瑞全球不同辦公室的朋友們聊了個(gè)天兒……
關(guān)于“高端化”
There are so many cultural shifts happening right now and brands can easily make mistakes if they’re not fully assimilated in the markets they are speaking to. Brands and their teams must be fully aware of what is happening in culture as consumers, especially the younger generation, crave for cultural relevance and understanding from the brands they love.
— Chelsea Steiger
If a Chinese brand is to establish a presence overseas, then it needs to center its strategy on purpose - a legacy or a story that shapes its brand persona. The backstory has to be appealing and engaging to captivate the hearts and minds and it has to be true.
— Jalila Levesque
Chinese brands are so advanced in technology and product strength while lagging behind in story-telling. If they want to succeed in another country, they need to show they are investing in the economy as well as contributing to the culture of the country.
— Olivier Lefebvre
Chinese brands abroad are often misunderstood, consumers have misperceptions. Chinese brands usually pass off as too serious. People like authentic stories but also unconventional ones.
— Charles Renard
It’s important for the brands to provide some experiences, rather than just handing out free samples.
— Maria Busygina
If you want to make some waves, the brand should stand for other issues and other values that are not necessarily associated with the brand itself.
— Joao Pereira
在過去的幾年里，我們?yōu)镺PPO策劃了在西歐市場(chǎng)的一系列節(jié)日及體育營銷戰(zhàn)役。以一個(gè)中國科技品牌的視角，探討西歐年輕一代對(duì)傳統(tǒng)節(jié)日文化的順應(yīng)與叛逆，放大了后疫情時(shí)期人們?cè)诟綦x中反觀自我所獲得的積極情緒，更深入挖掘了網(wǎng)球運(yùn)動(dòng)在貴族屬性之外的超越競(jìng)技的人文意義……這些遠(yuǎn)高于產(chǎn)品屬性的“小而深”的輸出，恰恰成為了我們幫助OPPO實(shí)現(xiàn)品牌質(zhì)感進(jìn)階的利器。
關(guān)于“本土化”
Pop culture is the easiest way for brands to get themselves into the place; it’s bottom-up and crosses the geographical constraints.
— Adrien Goris
To enable the expression of individuality is a common ground for brands to connect with young people across Europe.
— Lucile Batut
Younger generation is pretty much the same, they’re getting more and more similar with each other.
— Joao Pereira
Brands should learn about consumers first, before putting themselves into a system, and start building a global platform from the consumer’s perspective.
— Severine Autret
If your product is good, think about what you wanna say and install bold campaigns that resonate globally but also locally in a highly creative approach.
— Nicolas Berthier
在與歐洲的小伙伴們聊天的過程中，早年SONY Playstation作為日本品牌進(jìn)入法國的案例被屢屢提及。沒有歐洲符號(hào)也沒有法式幽默，而是回歸奔跑、跳躍、集結(jié)等游戲群體的通感意象。
這背后的簡(jiǎn)單邏輯，也指引著我們近年與vivo在海外市場(chǎng)的品牌策略。vivo希望藉由強(qiáng)勁的自拍功能，吸引并培養(yǎng)品牌在東南亞的忠實(shí)受眾。對(duì)于國人而言，東南亞可能是個(gè)相似度很高的“整體”，但對(duì)于生活在新加坡、泰國、印尼等國家的真實(shí)消費(fèi)者而言，卻更容易體察相互之間的不同。但我們并沒有糾結(jié)在這些“不同”里。與其試圖窮盡不同國家審美及自拍文化差異的探索，不如回歸人們?cè)谇爸脭z像頭中最簡(jiǎn)單也最自然的動(dòng)因：以一起自拍為契機(jī)，從而彼此靠近。
關(guān)于“中國化”還是去“中國化”
When thinking about China, we think of a modern and dynamic mega country. But China is also full of vibrant individuals and trivial stories. In the west, we are curious to see brands that speak up for China not in big but also in small.
— Olivier Lefebvre
Chinese brands have developed a unique approach tailored to mobile-first consumers and focused on the creation of shareable content. It is faster, cheaper, and ready for the metaverse revolution.
— Jalila Levesque
Chinese brands are embracing evolutionary changes these years, not necessarily on technology, but also a more culture, history and heritage side.
— Severine Autret
China is still expanding and growing, the energy here is incredible; it is clearly becoming the new center of innovation.
— Adrien Goris
Chinese technologies are not learning or copying but leading, China is already living in the future.
— Joao Pereira
從與歐萊雅旗下美妝護(hù)膚品牌羽西開啟對(duì)與中國美的持續(xù)探索，到為天貓時(shí)裝周設(shè)定“FORWARD：推潮出新，破界向前”的核心主張，再到與青島啤酒一起為美籍亞裔群體強(qiáng)勢(shì)發(fā)聲，我們始終在試圖讓“中國”的詞性和詞義變得更豐富、更動(dòng)態(tài)、更開放。
以上是我們的部分聊天記錄，感謝世界各地踴躍發(fā)言的小伙伴。
想了解更多，歡迎與我們聯(lián)系：）
關(guān)于FLAWED否哲
FLAWED否哲，是國際廣告?zhèn)鞑ゼ瘓F(tuán)FRED & FARID旗下策略咨詢機(jī)構(gòu)。期待以“不定型，不定性“的方式為國內(nèi)外策略體系“不完善”的新興成長型品牌提供市場(chǎng)研究、品牌策略、傳播策略、體驗(yàn)策略等咨詢服務(wù)。
關(guān)于FRED & FARID佛海佛瑞
FRED & FARID (簡(jiǎn)稱FF) 是誕生于法國的國際廣告?zhèn)鞑ゼ瘓F(tuán)，由Frederic Raillard 和 Farid Mokart于2007年在法國巴黎創(chuàng)建，現(xiàn)在在巴黎、上海、紐約、洛杉磯均設(shè)立分支機(jī)構(gòu)。長期為國內(nèi)外奢侈品牌，科技品牌，快消以及互聯(lián)網(wǎng)品牌提供廣告創(chuàng)意策略、廣告創(chuàng)意內(nèi)容和社會(huì)化營銷服務(wù)。作為兼具質(zhì)感與膽識(shí)的創(chuàng)意集合體，F(xiàn)F贏得過900多項(xiàng)國際創(chuàng)意獎(jiǎng)項(xiàng)：戛納創(chuàng)意節(jié)、D&AD、克里奧獎(jiǎng)、OneShow、倫敦創(chuàng)意獎(jiǎng)、紐約廣告節(jié)等。美國Adage廣告時(shí)代授予FF年度最佳國際創(chuàng)意公司, 更連續(xù)5年被World Luxury Awards評(píng)為年度最佳廣告公司，4次獲得Spikes Asia年度最佳獨(dú)立創(chuàng)意公司以及Clio Awards年度最佳創(chuàng)意公司。
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