FF上海 X FLAWED｜品牌出海：先有看法 再有辦法
“品牌出海”早已是一片觀點和內容的紅海，作為陪伴諸多科技巨頭成功完成品牌海外戰役的資深團隊，FRED & FARID佛海佛瑞連同旗下策略同盟FLAWED否哲，對這一議題躍躍欲試但同時戰戰兢兢：華麗的觀點可能是正確的廢話，堆砌的數據往往是嚴謹的表象。
當各大咨詢公司和相關媒體文章談及中國品牌出海時，有幾個高頻出現且無法避而不談的策略關鍵詞：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據的支撐，這些關鍵詞背后大多是“以終為始，以果為因”的邏輯取巧—— 因為產品不高端，所以要高端化；因為不熟悉區域市場，所以要本土化；因為是中國品牌，所以要帶著中國身份站隊。我們都看到了現實的挑戰，卻沒有人給出現實的方案。
但拋開價格，如何塑造“中國品牌自身的質感”？成功實現本土化品牌運作是否有更大的前提？“中國”身份對品牌到底意味著什么？為了給這些問題一些“相對正確”但“絕對真誠”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天兒……
關于“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，我們為OPPO策劃了在西歐市場的一系列節日及體育營銷戰役。以一個中國科技品牌的視角，探討西歐年輕一代對傳統節日文化的順應與叛逆，放大了后疫情時期人們在隔離中反觀自我所獲得的積極情緒，更深入挖掘了網球運動在貴族屬性之外的超越競技的人文意義……這些遠高于產品屬性的“小而深”的輸出，恰恰成為了我們幫助OPPO實現品牌質感進階的利器。
關于“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作為日本品牌進入法國的案例被屢屢提及。沒有歐洲符號也沒有法式幽默，而是回歸奔跑、跳躍、集結等游戲群體的通感意象。
這背后的簡單邏輯，也指引著我們近年與vivo在海外市場的品牌策略。vivo希望藉由強勁的自拍功能，吸引并培養品牌在東南亞的忠實受眾。對于國人而言，東南亞可能是個相似度很高的“整體”，但對于生活在新加坡、泰國、印尼等國家的真實消費者而言，卻更容易體察相互之間的不同。但我們并沒有糾結在這些“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，不如回歸人們在前置攝像頭中最簡單也最自然的動因：以一起自拍為契機，從而彼此靠近。
關于“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膚品牌羽西開啟對與中國美的持續探索，到為天貓時裝周設定“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勢發聲，我們始終在試圖讓“中國”的詞性和詞義變得更豐富、更動態、更開放。
以上是我們的部分聊天記錄，感謝世界各地踴躍發言的小伙伴。
想了解更多，歡迎與我們聯系：）
關于FLAWED否哲
FLAWED否哲，是國際廣告傳播集團FRED & FARID旗下策略咨詢機構。期待以“不定型，不定性“的方式為國內外策略體系“不完善”的新興成長型品牌提供市場研究、品牌策略、傳播策略、體驗策略等咨詢服務。
關于FRED & FARID佛海佛瑞
FRED & FARID (簡稱FF) 是誕生于法國的國際廣告傳播集團，由Frederic Raillard 和 Farid Mokart于2007年在法國巴黎創建，現在在巴黎、上海、紐約、洛杉磯均設立分支機構。長期為國內外奢侈品牌，科技品牌，快消以及互聯網品牌提供廣告創意策略、廣告創意內容和社會化營銷服務。作為兼具質感與膽識的創意集合體，FF贏得過900多項國際創意獎項：戛納創意節、D&AD、克里奧獎、OneShow、倫敦創意獎、紐約廣告節等。美國Adage廣告時代授予FF年度最佳國際創意公司, 更連續5年被World Luxury Awards評為年度最佳廣告公司，4次獲得Spikes Asia年度最佳獨立創意公司以及Clio Awards年度最佳創意公司。
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