ChangeBite: Ten Changes in 2009 "From the American Dream to the Chinese Dream"

Find out about more about change on our blog: http://changingasias.blogspot.com

2009 is all set to be a year of neck-snapping change. That is why we have published the latest in both regional and global political, economic, fashion, design, tech and consumer trends in acute detail, before concluding each chapter with recommendations on ways in which brands can leverage the change to engage with consumers.

The ten changes in 2009 are:
1.From the decade of greed to the age of Obama.
2.From the American dream to the Chinese dream.
3.From eccentricity to sobriety.
4.From Dubai-esque to nondescript luxury.
5.From eco-chic to eco-cheap.
6.From concrete jungles to urban gardens.
7.From high-rollers to playing it safe.
8.From attitude to gratitude.
9.From high tech to slow tech.
10.From second life to augmented reality.

Lets look at each change and what it means for brands.

2. From the American dream to the Chinese dream.

America has always epitomised the stuff of dreams, but now that dream is under threat. The new home of can‐do culture is China. The nations explosion onto the world stage at the Olympics signaled the arrival of a superpower. This year, China will prop up the world economy, and unlike before, China now looks to itself for inspiration (e.g., Chinese choosing Chinese, brain drain to China, etc). In doing so it is capturing the dreams of billions at home and abroad.

Now is the time for Chinese brands to celebrate their countrys achievements and to encourage local entrepreneurs (e.g. via branded grant programs) to produce cutting edge ideas that will become the new global icons.

Meanwhile, international marketers must forgo the centralized marketing approaches that assume campaigns and products can be merely localized for success. Starbucks paid a high price before it realized the need to brew made‐in China coffee. To succeed in todays Chinese market, brands need to know not just how to position their products, but also who to enlist to talk about them. Chinese influencers as brand champions are the best way to ensure that brands connect with billions. Perhaps parallels can be drawn for the India story?

Category:

Film & Animation

Tags:

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• 141
• usa
• america
• china
• beijing
• olympics
• bates141

[mbbsc]

haha Shouting will not help you change the reality.

[Lgrande08]

there are always people like you claiming the American dream is over and are always wrong the only reason china is getting money is cheap labor and cheap knock offs everything they have is copied from someone else nothing original!!

[bleucheese14]

Agreed. But America needs to make some huge changes. Huge changes.

[Lgrande08]

what the hell! the american dream will never be over you hear that NEVER!!!