Die Zahl der vom Zoll beschlagnahmten gefälschten Sportschuhe, Uhren und Arzneimittel hat sich 2008 beinahe verzehnfacht.

Sportschuhe, Uhren, Textilien, Arzneimittel – fast jeder Markenartikel wird mittlerweile gefälscht. Für den Zoll ist die Produktpiraterie inzwischen zu einem boomenden Aufgabengebiet geworden. Die Zahl der beschlagnahmten Wareneinheiten hat sich im Zollbezirk Hamburg im vergangenen Jahr beinahe verzehnfacht. Sie stieg von 1,5 Millionen in 2007 auf mehr als 13,3 Millionen in 2008. Das gab der Zoll auf seiner Jahrespressekonferenz bekannt. Stark zugenommen hat auch der Schmuggel von Arzneimitteln und weichen Drogen.

www.welt.de/welt_print/article3402887/Die-Markenpiraterie-boomt-im-Hamburger-Hafen.html

Hurun Research Institute released a report recalculating the personal wealth of the Top Twenty entrepreneurs on the Hurun Rich List that own listed companies in order to gauge the current effects of the economic downturn on personal wealth.

The total reduction in the Top Twenty’s fortune was US$19.3 with an average wealth decrease of 50.47%. Rong Zhijian and CITIC Pacific Group saw a fortune decrease of 85% between 1 September and 28 October 2008; whilst Zhang Yin and Nine Dragons Paper lost 83% in the same time frame.

Midea and Metersbonwe were the two companies to suffer the least. He Xiangjian of Midea saw a fortune reduction of 18% and Metersbonwe’s Zhou Chengjian has lost 21% of his wealth.

Rupert Hoogewerf, Chairman and chief researcher at Hurun Report, says, “In Hurun Report’s ten year history, I have never seen fortunes fall so much in so little time – it is unprecedented.”

www.hurun.net/listreleaseen319.aspx

Profile
Yang Liu was born in Beijing in 1976. At the age of 13 she moved to Germany with her parents. After her graduation from Universität der Künste in Berlin, Yang worked as a designer in Singapore, London, Berlin and New York. In 2004, Yang founded her own design studio. Besides holding workshops and speeches at international congresses, Yang has also taught at the Central Academy of Fine Art in Beijing and at the Glasgow School of Art. Yang’s art and design work has been exhibited around the globe and often awarded.

How would you best describe the style of your work?
I’m trying to find the best solution to solving visual problems. Working with ideas, which develops from the content, but not from a style. Style is only the visual language, the coat, but not the body.

What would you like to achieve as an artist/designer?
To be able to enjoy my work every single day, with each current project that comes along and more that may follow. Crossing borders that will keep my ideas and my self-being fresh for new challenges.

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Im September fand die 4. International Design Summer School des College of Architecture and Urban Planning (CAUP) statt. Trendbüro Asia-Pacific betreute dabei Studenten aus 15 Ländern bei der Entwicklung sozialverträglicher Urbanisierungsmodelle.

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It’s no secret that there’s nothing better than to have the perfect body, the perfect face, and the perfect life all in one lifetime. Reality check! That’s just television.

“Gold and Jade on the outside, but cotton on the inside.” Is a Chinese saying meaning, outer beauty cannot be compared to inner beauty. If that’s the case, what’s with the preference for beauty being only skin-deep? In China, like many other places, being beautiful is an obsession. Snow-white skin and super model figures, is a battle Chinese women strive to win. Increasing demands in cosmetics to nip and tuck one’s flaws proves just that.

The myth of being beautiful will get you all is definitely not a myth in China. This illusion ingrained by Hollywood and Barbie dolls have caused the Chinese government to run the extra mile to assure a flawless execution in hosting the Olympics. The city transformed into wonderland over night, but it was the lip-synch performance during the opening ceremony that put the obsession of beauty to the test. Yang Peiyi was heard by a worldwide audience, but her face was never shown.
The organizers believed, the 7-year-old with bright eyes and a smile made crooked by the stubs of her first grown-up teeth, was just not cute enough to be the image representing Chinese children. Yang Peiyi sang behind the scene while a slightly cuter girl mimed the words to her voice on stage. Her family expressed that having their daughter take part in the event was a privilege, and agreed that the decision was made for the nation’s best interest.

The conclusion? It seems as if the meaning to “Gold and Jade on the outside, but cotton on the inside” has been distorted to “Inner beauty can not compete with outer beauty.”

Heute Nacht wurden die Olympischen Spiele 2008 würdig begrüßt, mit tollen Feuerwerken in der ganzen Stadt, Aufmarsch der Teilnehmerländer und all dem Brimborium, das man im Fernsehen mitverfolgen konnte. Die Pekinger blieben brav Zuhause und folgten somit den Empfehlungen der Stadtregierung. Dennoch war es nicht leer auf den Straßen, denn aller 20 Meter stand ein Wachposten zum Schutz der Öffentlichkeit.

Was mich am meisten an diesem Eröffnungsabend beeindruckt hat, ist die chinesische Sportartikelmarke Li Ning. Ihr gleichnamiger Gründer, selbst mehrfacher Olympiasieger, entfachte das olympische Feuer im Flug. Wie Supermann stieg er zum Himmel auf, umkreiste einmal das Stadium und entzündete das Feuer. Bei dieser Show kann Olympiasponsor Adidas nicht mithalten. Mit dieser emotionalen Darbietung und der starken Medienpräsenz, hat Li Ning heute Nacht sicher nicht nur einen Luftsprung, sondern einen ernstzunehmenden Schritt nach vorn gemacht. Ich bin gespannt, ob morgen chinesische Kinder so wie Li Ning fliegen lernen möchten? Wenn, dann wird das sicher nur mit Li Ning Schuhen funktionieren. Eine gelungene Marketinginitiative!

Liebe aus Peking, People’s Republic of Change!

Dirk

Die Olympischen Spiele rücken mit großen Schritten näher und damit auch eine universelle Begründung, warum nichts mehr geht. Heute wird wieder der Strom im Büro ab 6 Uhr abgestellt – wegen den Olympischen Spielen natürlich. Gestern auch schon und morgen erneut.

Kommende Woche wollten wir im Rahmen unserer China 2020 Trends-Präsentation auf dem Dach mit unseren Gästen grillen. Geht nicht – wegen den Olympischen Spielen. Ich habe noch nicht herausgefunden, ob unsere 20 Gäste die nationale Sicherheit gefährden oder ob es um die Luftverschmutzung geht, die unser Grill verursachen würde.

Unsere neue Couch ist auch noch nicht fertig, da LKWs im Vorfeld der Spiele Einfahrtsverbot haben und somit Baumaterialien knapp werden und die Arbeiter, die die Couch bauen, wurden natürlich längst vor die Stadtgrenzen verfrachtet.

Unsere Blue Hour wird wohl diesen Monat auch ausfallen müssen. Versammlungsverbot – wegen der Olympischen Spiele. Macht nix. Ist ja ohnehin keiner hier – wegen den anhaltenden Visaproblemen, die man doch im Rahmen der Spiele entschuldigen soll.

So zieht langsam Ruhe in der Stadt ein und statt einem bunten Olympischen Spektakel erwarte ich eher ein besinnliches Sommerloch.

Liebe Grüße aus P.R.C. – People’s Republic of Change

Dirk

P.S.: Das unsere Klimaanlage derzeitig defekt ist und das da angeblich auch die Olympischen Spiele dahinterstecken, glaube ich allerdings nicht.

Nach 10 Tagen in Deutschland bin ich heute wieder in Beijing gelandet und irgendwas ist anders. Es sind nicht die zahllosen neuen Parkanlagen oder die kaum befahrene Olympiaspur auf der Autobahn. Es ist auch nicht der Verkehr, der deutlich weniger geworden ist und es sind auch nicht die erbosten Besitzer von Autos mit geraden Nummernschildern, die weder am 31. Juli noch am 1. August fahren dürfen.

Es ist das Licht! Alles ist klar, der Himmel zeigt Kontraste und gerade eben sehe ich richtige Wolken und etwas blauen Himmel. Das verändert die gesamte Stimmung und verwandelt Beijing von einer Werkbank in eine Sonnenbank.

Nur eine Frage schwirrt mir durch den Kopf. Wie will China diese Bedingungen nach den Olympischen Spielen aufrechterhalten? Wie erhält man einen Park, der dreimal so groß wie der Tiergarten ist, in einer Wüstengegend? Ich werde demnächst mal nachfragen und sag dann Bescheid. Nun fehlt nur noch ein anständiger Beach-Club in Beijing.

Liebe Grüße aus P.R.C. – People’s Republic of Change

Dirk

This past spring a Hong Kong based jewelry brand, DEBUT, launched its new basic wear line under the name SURVEILLANCE. The 2008 spring and summer collection, referred as the “SIEG HELL” collection, was an inspiration taken from the official salutation of the Nazis during World War II.

The symbol of the Nazi regime is interpreted through the brand’s logo, using the letter “S” placed in the form of a swastika.

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On July 11th, TRENDBÜRO realized the idea of an inspiring and relaxed gathering in the 3rd “Blue Hour” event with a total of 60 guests crowding the hutong situated, Paper Bar. The highlight of the night was a VJ installation by one of China’s most successful graphic designer, LULU. Excerpts of Lulu’s “Lightning Babe” and showings of her latest photographic work entertained the night.

The Trend “Blue Hour” provides a regular platform for Beijing’s visionaires, discoverers, and those just quenching for more of Beijing’s vibrant creative scene.
For updates or information on how you can participate/contribute/co-sponsor in the next “BLUE HOUR” event, please contact

Comments from the latest BLUE HOUR:

“TRENDBÜRO’s Blue Hour brings together an engaging variety of people from creatives and other industries to help them connect and exchange. After office and home, this is the coming back of the “third place”, with outcomes as interesting and exciting as the people joining.” – Benjamin Joffe, CEO + 8*.

“It is a great opportunity for the creative industries to connect with each other in a relaxed atmosphere. Not to mention, a good excuse to get totally hammered on an otherwise useless Thursday.” – Georg Warga, executive creative director, Interone

”I’m so glad to have been invited to the event last Thursday, thank you guys!
It’s really nice to be at an event like this one, it had a carefree and relaxed atmosphere. I’ve met some interesting people, especially LULU. She’s a great artist, her artwork and personality are equally interesting. The installation and setup of the party was just as great. I look forward to the next event. Thanks!” – Xingwen Wang, freelance designer & art critique

“It is possible that I wouldn’t be where I am today without the BLUE HOUR. Thank you TRENDBÜRO!”- Dirk Eschenbacher, Executive Creative Director/Managing Partner Asia Pacific, Tribal DDB

see pictures from our latest Blue Hour event

The Dynamic City Foundation in Beijing has just published their research and designs in a book titled “The Chinese Dream – a society under construction”. It’s an 800 page visual section of China’s staggering leap to modernity and urbanization. In-depth social and cultural research into the contemporary urban conditions are alternating designs and proposals for new cities, green buildings and futuristic infrastructure. This jam packed tome ends with an insert magazine that looks back from the year 2020 to describe how China’s future enfolded and what it looks like.

Neville Mars, Adrian Hornsby and the DCF
Find all content and comment at: http://BURB.TV
Soon in shops in Europe for now only in Beijing or you can order it HERE

Do not bring any printed materials critical of China. Do not plan on holding any rallies or demonstrations in China. Do not think that you are guaranteed an entry visa because you hold tickets to an Olympic event. And do not even think about smuggling opium into China.

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www.nytimes.com/2008/06/03/world/asia/03china.html?_r=2&ref=world&oref=slogin&oref=slogin

Many people asked us why we opened Trendbuero in Beijing and not in Shanghai? Probably for the same reason why Comme des Garcons has opened their latest retail location in Beijing.

Beijing rules – both in terms of politics and culture!

We are glad to see these things happening. A Comme des Garcon store indicates a certain sophistication of a city and its people as well as a break-through into an advanced understanding of luxury.

Greetings to Shanghai! ;-)

Here is an interesting article dealing with the Olympic Games and its cultural background on BBC NEWS (Asia-Pacific).

news.bbc.co.uk/2/hi/asia-pacific/7427992.stm

Recently Beijing’s airport got a big brother called T3. Terminal 3 (T3) is a masterpiece of gigantism. Just to name a few impressive facts: it covers 170 football fields, 300 check-in counters for 65 million passengers per annum and 68 kilometers of baggage conveyor belt.

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Die Jugend in Shanghai heiratet später als die Generation der Eltern. Nach einem Bericht der “Shanghai Morning Post” stehen zuerst die Ausbildung und die eigene Karriere im Vordergrund.

Das durchschnittliche Alter für die erste Eheschließung lag in Shanghai im letzten Jahr bei den Männern bei 28,64 Jahren. Frauen heirateten hingegen das erste Mal durchschnittlich im Alter von 26,43 Jahren. Im Jahr 2006 lag das durchschnittliche Heiratsalter der Männer noch bei 28,17 Jahren und das der Frauen bei 25,97 Jahren.

Vor allem in den Innenstadtbezirken ist das durchschnittliche Alter vergleichsweise hoch. Hier heiraten Männer erst, wenn diese 29 Jahre oder älter sind. Nur noch gelegentlich heiratet die Jugend im Alter von rund 20 Jahren, so “Song Weiping”, stellvertretender Direktor im Stadtteil Pudong. “Die Prioritäten liegen eindeutig beim Streben nach beruflichem Erfolg und einem “gemütlichen” Leben.”

Nach dem vorgelegten Bericht heirateten 70% der Jungvermählten zum ersten Mal, während fast 20% bereits zum zweiten Mal heirateten. Die Scheidungsrate in Shanghai sank um 0,79% im vergangenen Jahr. Bei den Scheidungen selbst ist die Altersgruppe zwischen 30 und 40 Jahren die Größte. Von 37.394 Scheidungen im Jahre 2006 stammten 23.328 Paare aus dieser Altersgruppe.

www.blog.china-guide.de/index.php?entry=entry080202-072929

China is a world leader in emitting hazardous pollutants. It ranks first in emissions of sulfur dioxide from coal and fuel, which causes respiratory and heart diseases as well as acid rain that falls on Korea and Japan, and second in carbon dioxide emissions, which contribute to global warming.

Degradation of the water supply is an even more critical issue. Unbridled flow of industrial and household waste along with acid rain has made rivers and lakes unsafe for human consumption.

China’s per-capita water resources are already meager, at only 1,932 cubic meters, far short of the global average of 12,900. Pollution has worsened the problem, and drinkable water at Grade I to III in purity now accounts for only 40% of the nation’s total water resources. Surface water pollution has contaminated the rest, with Grade V water, the most degraded level, accounting for 28% of the water supply. That makes it unfit for both factories and farms.
The 130 million hectares of arable land available for agriculture is also shrinking steadily from both development and desertification of northern China.

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Big foreign labels such as Chanel and BMW continue to dominate as top brands for wealthy Chinese consumers, with their choices determined mainly by quality and environment factors, a recent survey has found.

The report, released by MasterCard Worldwide on Tuesday, said that brands are important to affluent consumers, with those in Shanghai and Guangzhou placing greater emphasis on brand names compared to their Beijing counterparts.

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www.chinadaily.com.cn/china/2008-02/21/content_6471759.htm

Für chinesische Mobilfunkbetreiber beginnt das Jahr der Ratte mit einem Rekord. Zum diesjährigen Neujahrsfest verschickten Chinesen 17 Milliarden Glückwünsche und Neujahrsgrüße per SMS, fast 3 Milliarden mehr als im vorherigen Jahr des Schweins.

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www.blog.china-guide.de/index.php?entry=entry080209-090128

The massive deal that China signed with the Democratic Republic of Congo last year is not the “second colonization” that some Europeans allege it is. The agreement appears, in fact, a promising way to kick-start an economy.

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www.atimes.com/atimes/China_Business/JB12Cb01.html

From major campaign launches by Olympic sponsors like Adidas to product quality problems to a rising demand for luxury goods, AdAgeChina looks at the top news stories, trends and issues covered in the last year.

1. Sponsors kick off massive Olympic ad campaigns

2. Manufacturing problems damage “Made in China” lab

3. Youth marketers let consumers drive campaigns

4. Yi Jianlian joins NBA

5. Advertisers push for branded content deals

6. China puts an end to talent shows

7. Alipay lets Chinese shop online globally

8. Multinational marketers move beyond tier two

9. Demand for luxury goods is rising fast

10. China slowly starts to go green

Full article on AdAge China by Normandy Madden

www.adage.com

A nationwide campaign against plastic bags has been launched, with the government banning production of ultra-thin bags and forbidding supermarkets and shops from handing out free carriers from June 1.

Residents in the country use up to 3 billion plastic bags a day and the country has to refine 5 million tons (37 million barrels) of crude oil every year to make plastics used for packaging, according to a report on the website of China Trade News.

Starting from June, shops, supermarkets and sales outlets will be forbidden from offering free plastic bags and all carriers must be clearly marked with prices.

In addition, the manufacture, sale and use of bags less than 0.025 mm thick are banned from the same date, with firms that flout the rules facing fines or confiscation of goods and profits.

The State Council also told finance authorities to consider tax measures to discourage the production and sale of plastic bags and encourage the recycling industry.

www.chinadaily.com.cn/china/2008-01/09/content_6379872.htm

Most European businesses are doing well in China says the latest survey of the European Union Chamber of Commerce in China. Over 80 percent of the respondents said they were in China primarily to access or serve the Chinese market. “EU companies are doing well in an increasingly competitive business environment. In comparison to last year’s survey, there is a stronger focus both on establishing R&D facilities and also on expanding investment,” European Chamber President Joerg Wuttke said.

Conducted jointly with international consulting firm Roland Berger Strategy Consultants, the survey interviewed around 200 European companies. About one-third of the surveyed companies reported that they already have R&D centers in China, and about another third want to open or enlarge their R&D facilities in the next two years. Apart from reducing R&D costs by employing local skills, companies are investing in R&D is to make their products suitable for Chinese customers.

European businesses are generally optimistic about their business performance in China, according to the survey. Their optimism is based mostly on the continuing strength of the country’s economic development and the resultant growth in domestic consumption. However, surveyed companies where still concerned about issues such as the shortage of qualified staff, environmental problems and insufficient protection of intellectual property rights.

english.people.com.cn/90001/90776/6307804.html

China is unlikely to surpass Germany in Gross Domestic Product (GDP) this year to become the world’s third largest economy, a senior statistician said Wednesday.

In 2006, China’s GDP stood at US$2.7 trillion, compared with Germany’s $2.86 trillion.

The Chinese economy is expected to grow 11.5 percent this year, while Germany’s growth is estimated to be less than three percent, which prompted analysts to predict China would replace Germany as the No. 3 economy in the world after the United States and Japan.

However, Zheng Jingping, chief engineer of the National Bureau of Statistics (NBS), dampened the optimism at a financial forum in Beijing, according to the China Securities Journal.

In addition to economic growth, changes in the value of the yuan and the euro, and the price movements within the two countries should also be taken into consideration when calculating dollar-denominated GDP, Zheng said.

“The main reason is that the euro is appreciating relatively faster [than the yuan],” Zheng was quoted as saying. “Taking various factors into consideration, China’s GDP can’t surpass Germany this year.”

So far this year, the euro has appreciated 11 percent against the greenback, far more than the yuan’s five percent growth against the US dollar.

On Wednesday, the People’s Bank of China set the yuan central parity rate against the euro at 10.9916, marking a depreciation of seven percent against the European single currency since the end of 2006.

www.chinadaily.com.cn/china/2007-11/22/content_6272469.htm

Read the media these days, and you’re likely to believe China is a world champion violator of piracy laws. Is it possible the media have got it wrong?
That’s what a professor at the Thomas Jefferson School of Law in San Diego says. He’s written a 24-page report that essentially says China, taken as a whole, is not the leading global pirate. When figures are adjusted for population, China’s rates of intellectual property violation are lower than those of many other countries, including the United States.

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washingtonbureau.typepad.com/china/2007/11/is-china-unfair.html

Pollution and the excessive use of chemicals in foodstuffs are sending cancer rates soaring in China, where it is already the number one killer. Cancer was the most lethal disease in both urban and rural areas last year, said China Daily, citing a recent Health Ministry survey. According to Ministry statistics, cancer has been China’s leading killer since at least 2002 but is now rising at an alarming rate. The survey, carried out in 30 cities and 78 counties, found the death rate from cancer rose by 19 percent in urban areas and 23 percent in rural areas.

“The main reason behind the rising number of cancer cases is that pollution of the environment, water and air is getting worse by day,” said Chen Zhizhou, a cancer expert at the Chinese Academy of Medical Sciences. “Many chemical and industrial enterprises are built along rivers so that they can dump waste into water easily…the contaminated water has directly affected soil, crops and food. Excessive use of fertilizers and pesticides also pollute underground water as farmers are using additives on pigs, poultry and vegetables to make them grow faster,” added Chen. Large amounts of formaldehyde and related compounds also are widely used in home renovation materials and furniture, further polluting the air in homes. “A high rate of cancer deaths has become a reality in areas where the environment is heavily polluted,” the paper said, citing numerous examples of “cancer villages” in China that have high rates of deaths attributed to the disease.

The 17th National Congress of the Communist Party of China (CPC) took place in Beijing on October 21,2007. Their agenda was to discuss the country’s performance and its goals for the next five years. The National Congress is the most important event in Chinese politics. Held every five years, some 2,200 delegates representing more than 73 million Communist Party members convened for six days.

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Birth defects in China have increased by nearly 40 percent since 2001, according to statistics from the country’s birth deformity monitoring center. The figure was cited in a recent report by Jiang Fan, deputy head of the National Population and Family Planning Commission, at a conference in Chengdu, capital city of Southwest China’s Sichuan Province. Jiang said the rate of defects among all Chinese infants rose from 104.9 per 10,000 births in 2001 to 145.5 in 2006, affecting nearly one in every 10 Chinese households.

time-blog.com/china_blog/2007/10/chinas_birth_defects_rising.html

The headline of a recent article in Spiegel Online read: “China Overtaking Germany as the Third Biggest Economy.” Some sources say China will overtake Japan as the world’s second largest market by 2015, others say this will happen even sooner. However the statistics may differ, one thing is clear: China is a market place that no foreign consumer brand dares to ignore and the 2008 Beijing Olympics is a marketing platform no brand oriented towards China can pass up. Foreign brands will try to show its commitment to China and its people while Chinese brands will use the Games as an opportunity to reach a global audience.

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Im Rahmen der Creative Industry Conference in Berlin führte Trendbüro einen Experten-Workshop in Berlin sowie eine Online-Experten-Befragung durch. Ziel war es herauszufinden, welchen Herausforderungen die europäische Kreativ-Industrie sich künftig stellen muss. Eine Zusammenfassung der Ergebnisse bietet Trendbüro zum Download an.

news.chinatimes.com/Chinatimes/newscontent/newscontent-artnews/0,3457,112007100500619+11051301+20071005,00.html

In der immer reicher werdenden Volksrepublik China haben hochwertige Waren “Made in Germany” großes Potenzial. Doch Qualität allein genügt nicht – entscheidend sind Image und die Schaffung eines Markenbewusstseins.

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China has banned Buddhist monks in Tibet from reincarnating without government permission. According to a statement issued by the State Administration for Religious Affairs, the law, which went into effect this month and strictly stipulates the procedures by which one is to reincarnate, is “an important move to institutionalize management of reincarnation.” By barring any Buddhist monk living outside China from seeking reincarnation, the law effectively gives Chinese authorities the power to choose the next Dalai Lama.  However, at 72, the Dalai Lama, who has lived in India since 1959, is beginning to plan his succession and saying that he refuses to be reborn in Tibet so long as it’s under Chinese control.

www.msnbc.msn.com/id/20227400/site/newsweek

In Asien deutet sich eine Trendwende in der Werbung an. Danach sind 90 Prozent der Asiaten davon überzeugt, dass traditionelle Werte in der Werbung wieder an Bedeutung gewinnen. Zu diesem Ergebnis kommt eine Befragung des Trendbüros unter 7.000 Konsumenten in 14 asiatischen Märkten. Vor allem der Einfluss amerikanischer Werbung nimmt in Fernost rapide ab. Denn rund drei Viertel der befragten Asiaten gegen davon aus, dass die Werbung künftig weniger aus den USA beeinflusst wird. “Die Zeiten der Verwestlichung der asiatischen Märkte sind vorbei”, meint Dirk Jehmlich, Leiter des Trendbüros für Asien-Pacific.

Zum Artikel in der w&v

Chinesische Raubkopierer, ambitionierte IT-Ingenieure aus Indien und Milliarden konsumhungrige Asiaten revolutionieren derzeitig die globale Innovationskultur.
Welche Chancen und Herausforderungen sich daraus ergeben, hat das Trendbüro im Rahmen der Asien Pazifik Wochen vom 19.09. bis zum 23.09.2007 in Berlin gemeinsam mit zehn Vertretern der Kreativ-Industrie aus Asien und Europa diskutiert, um wegweisende Trends der Kreativ-Branche auszumachen.

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According to estimates by Mastercard, the total purchasing power of younger women in China living on their own or in married households with no children is likely to rise to US$260 billion in 2015 from US$180 billion in 2005.

The figures are included in a report entitled “The Rise of Female Consumerism in China.” Released by Ernst & Young, the report shows that Chinese female consumers have become a distinctly major force in consumption.

Chinese women, not necessarily the main bread winners in most households, have a substantial say over how pay checks are spent. An estimated 78 percent of married women make the decisions for grocery and apparel purchases for the family.

When it comes to big ticket purchase items such as a house, a car or various luxury items, around 23 percent of married women indicated that they have the ability to make independent purchase decisions, while the remaining 77 percent of women let their husbands be decision makers. However, their personal preferences remain a major influence over the final decisions made.

Modern Chinese women subscribe to the concept of holding their own purse strings to their wages with only 2 percent relinquishing all financial decision-making power to their spouses.

“Saving less, spending more”
Many Chinese working women today are living consumption centered lifestyle, choosing to spend now and put off savings for the future. Some 65 percent of female consumers spend 60 percent or more of their monthly wages.

In addition, the proportion of savings is not directly related to the level of wages or the position a women holds at work. A poll by human resource portal cjol.com found that the more women make and the higher position they hold, the less likely they are to save. Conversely, women who earn less and hold lower ranks have better saving habits.

According to the Report on Chinese Women’s State of Life (2006), home purchases (20 percent), white goods (19 percent), children’s education expenses (17 percent) and investments (13 percent) top expenditures for married households, with home purchases ranking as the top expenditure for childless families.

The potential spending power of Chinese female women is estimated to grow to enormous proportions in the next decade.
Elderly women living in “empty nester” households, where their children have grown up and left home, are expected to have a purchasing power of US$150 billion in 2015, up from US$100 billion in 2005.

For women in elderly single households where they live alone, spending power is likely to rise from US$50 billion in 2005 to US$115 billion in 2015, more than double in a decade.

www.chinadaily.com.cn/bizchina/2007-08/06/content_6012951.htm

Sex, a centuries-old taboo considered by most of Chinese, is creating a buzz in this conservative country.
Pan Suiming, director of Institute of Sexuality and Gender at Renmin University of China, claims that approximately 25 percent of Chinese adults have multiple sex partners. Pan’s research results have prompted China’s society to open debate if China has become morally corrupted.

Pan said having multiple sex partners is partially indicative of a sexual revolution, during an interview with Life Times on July 6.
Touching the surface of a topic the whole nation is trying to avoid, the sex scholar believes the Chinese are getting closer to an open and transparent attitude toward sex.

Pan’s shocking claims were part of his survey Chinese’s sexual behaviors and relations: 2000-2006 of 6,010 Chinese aged between 18-61. The sex survey asks about premarital sex and homosexuality, both of which are on the rise on the back of the country’s double-digit economic growth.

The practice of having sex with more than one other person gained a momentum in the last few years. Its rate occurrence advanced to 25.3 percent in 2006, from 16.9 percent in 2000, a seven percent increase from the same period last year.
The figure was six percent in the 1980s, a time when China launched its reform and began opening up its economy to the rest of the world.

Pan’s findings are unpopular, as many believe the sharp-rise in people having more than one sexual partner indicates the country is on the verge of falling from morality.

“Loyalty to marriage is an enduring theme of society and has a deep place in people’s souls. His findings cannot change that fact,” a netizen, only identified by his nickname Xiao.Xiao.Xiao wrote on the popular qq.com.

But the expert defied public opinions, arguing the results of his survey marked a progress in people’s attitude toward sex. His findings indicate women, usually passive in sex, are becoming more active in the bedroom.

“The exodus of women from rural areas to urban cities has contributed to the changes in women,” explained Pan. He added that the improvement in women’s education is helping them get rid of the conventional stereotype that women are for bearing and raising offspring for men. “The longing for of love and happiness has led to changes in women’s attitudes toward sex,” said Pan. “And easy access to abortions and birth control have also had a great impact on women.”

Of course, a sex revolution isn’t just about a variety of spiced-up sexual activities.
“A harmonious society must include sex, which is no longer a revolution but a part of our lives,” said Pan.

www.chinadaily.com.cn/china/2007-07/24/content_5442514.htm

China has overtaken Germany as the world’s third-largest automaker and is closing in on Japan, the global number two, a new study has found.

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www.guardian.co.uk/china/story/0,,2131186,00.html

Organised by text messages and internet chats, China’s middle classes are daring to protest, and giving the government a fright

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www.economist.com/world/asia/displaystory.cfm?story_id=9367055

All online games in China must be equipped with an “anti-indulgence system” before July 16, or they will not be allowed to continue operations.

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www.china.org.cn/english/entertainment/217375.htm

Last Saturday Trendbüro, in cooperation with MINI, invited 9 pioneers to Beijing’s first ever TREND FARM. All of these trailblazers possess international backgrounds and work in a variety of creative fields.

We met in the afternoon and drove with Mini Coopers to a small farm in the hills outside from Beijing. After leaving the chaotic traffic, noise and the pollution of the city behind us, we had a relaxed and inspiring discussion, under peach trees, about recent developments in China’s creative industries and how they will affect Europe in the future.

One topic, which came up in the discussion, concerned China’s growing influence in mobile media and digital communication. Driven by leapfrogging and the strong affinity to mobile media devices of Chinese consumers, it triggers a high potential to create innovations in the field of mobile devices and mobile marketing.

We also talked about the fundamental divide in China between architecture and interior design; that people lack the sense for a complete and coherent design concept due to China’s one-sided education system. Even if China has to offer more design schools than any other country, the output is quite poor. All participants agreed that design graduates from most schools could be rather titled as a Mac-Operator than a designer.

Moreover we discussed the lack of respect for intellectual property in China and the possibility of establishing a global open-source-based intellectual property and its influence of innovations. One thing became obvious; to shorten the time span between product development and product launch become vital to companies’ success.

The discourse about creative industries in China always led back to a phenomenon we have already identified in former Blog entries: China’s lack of a sophisticated educational system in creative métiers and the absence of a supportive environment for creative output. However, China has started to recognize increasing demand for creativity and originality as the most important competitive edge. China will have to make some fundamental changes in addition to the changes, which will need to take place in the common mindset concerning creativity in China, in order for its creative industries to flourish. European know-how and the exchange between the two continents will contribute the creative output of China.

Certainly the TREND FARM was not only a discussion platform. Most of all we all enjoyed a delicious barbeque, refreshing drinks, pleasant chats and the tranquility of the beautiful environment, before going back to the bubbling cauldron of Beijing.

The TREND FARM discussion gave us a lot of insight, which we will use as the basis for our VISONAIRS STUDIO, taking place in September in Berlin.

Participants included:

– Yong Chao, Olympic medal designer at Central Academy of Fine Arts
– Minfu Chien, promoter at Mooi
– Dirk Eschenbacher, creative director of Ogilvy
– Elaine Ho, designer at BAO Atelier
– Ma Lin, designer at Central Academy of Fine Arts
– Du Qin, coordinator at AIGA
– Andre Schmidt, architect at OMA
– Konstantin Weiss, designer at konnexus
– Lee Fan, communication manager for MINI
– Dirk Jehmlich and the team of Trendbüro Asia-Pacific

Poisonous pharmaceutical ingredients, filthy shellfish and bogus pet food: Importers of Chinese goods, especially the United States, have grown extremely wary as the list of products tainted with deadly toxins and dangerously high levels of chemicals grows each day.
But not only the importers of Chinese goods got worried, the Chinese themselves are more and more concerned about the safety of the national foods and drugs.

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Bis 2015 soll sich China zum weltgrößten Markt für Luxusgüter entwickeln. Bereits heute steht das Land hinter Japan und den USA auf dem dritten Rang. Bei immer mehr Chinesen ist gefragt, was teuer und imageträchtig ist. Auch “Made in Germany” ist angesagt. Doch wer bei den Geschäften mitmischen will, muss gleich mehrere Dinge beachten.

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With the vast majority of Chinese civilians preferring Western-style clothes and trendy urbanites on the lookout for cool trendy items, the 2.3 million people serving in the country’s military, too, have got a sartorial rethink. And what better day to unveil their new outfits than the 10th anniversary of Hong Kong’s reunification with the motherland.

The brand new ceremonial and casual uniforms – and new battle fatigues went on display in the Hong Kong Special Administrative Region (SAR) on Sunday, drawing a loud hurrah from the mainland’s enlisted men. Different from the “97 Style” uniforms issued to garrison troops in Hong Kong and Macao SARs, the new uniforms will allow the enlisted men to cast off the baggy outfits designed about 20 years ago to look sharper.

Dubbed “07 Style”, the new ceremonial uniforms for the first time will have chest insignia, a must with most Western military uniforms, to reveal a wearer’s rank and length of service. Berets have been introduced as standard-issue summer headgear, reminiscent of the NATO look. And Navy rank badges move down from the shoulders to the sleeves in line with international practice.

“The new outfits fuse global trends with Chinese characteristics,” says General Liao Xilong, chief of PLA’s General Logistics Department. “The existing outfits are not very stylish, he says. Often the colors are mismatched. Rising living standards, modernization of the country’s armed forces and its growing presence in international peacekeeping operations, too, have prompted the change.
“H-shaped uniforms have been bid goodbye once and for all; they’re a thing of the past,” says Wu Yu, another QEI senior engineer. “Now we have T uniforms for men and X-shaped outfits for women”. Compared to military uniforms of other countries, the H-uniforms appear baggy and dull. Men in T-shaped outfits, which highlight the shoulder width, look taller and stronger, and women appear sassier in the X-shaped uniforms that give the waists a contracted look, she says.
The upgrade will cost China 6 billion yuan ($789 million) by 2009. The per capita bedding and clothing expenses of the Chinese armed forces, however, remain low compared to the world average.

www.chinadaily.com.cn/cndy/2007-07/03/content_908354.htm

The third Pecha Kucha Night took place this June 23rd at 20:00 on the 16th floor of an empty, unfinished office building, in a nondescript Beijing hutong.
Despite the hot soupy weather, more than 250 people gathered for the series of 10 lectures all with the common theme of creative industries. Presentations were in the format of 20×20 (20 charts for 20 seconds each), tailored for those whose attention span was already exhausted by the long workweek. Before and after the speeches, the sound of guests murmuring to the beat of minimal electronic music echoed throughout the facility, which was, curiously reminiscent of scenes out of Goodbye Lenin. In the barebones concrete hall we sipped on our cocktails, mixed by our very own Trendbuero staff, and listened to the speeches. Below are the highlights of three speeches of the third Pecha Kucha Night Beijing as well as some pictures from the event:

ARCHEA
The opening presentation of the night was from Marco Zuttioni, Chief designer of ARCHEA, Beijing. Every Beijinger knows the kind of residential typography which booth typifies and is unique to Beijing: hutongs. Zuttioni, having resided in Beijing for several years now, recognized a certain nostalgia for hutongs as the real estate market booms in Beijing increasing the momentum of wrecking balls demolishing the already few hutongs in Beijing. He spoke of the peacefully flat and low skyline one used to see in Beijing, disfigured by the huge number of skyscrapers, which are being erected. ARCHEA is interested in creating similar typology to hutongs, with the same density capacity (hutongs, though only one story, have the highest population density; more than that of multi-story residential buildings). Zuttioni described some of the ARCHEA’s projects, which attempt to resurrect hutong lifestyle and utilize underground areas rather than building upwards.
www.archea.com.cn

HISTORICAL FICTION PRESS
Shu Hung and Joe Magliaro presented an unusual photo book called Dead Animals whose theme is: the abandonment stuffed animals. The creators of the book got the idea when they first found these sad thrown-away toys amongst the ruble of demolition sites. They explained that what these animals had in common was that their emotional value to their former owners no longer existed. The book categorizes the animals by the condition and surroundings they were found in and the presenters spoke of them as if they were real endangered animals. Photos of the animals originated from the U.S., China, and other countries the world over. In China especially, with its rapid pace of development and where people often have to relocate hurriedly due the demolishing of old areas, the pictures of the animals were particularly ironic or, in some cases, heart-rending. The creators of the book now have a website where like-minded netizens post their own photographs of abandoned stuff animals from all corners of the world.
www.historicalfictionpress.com

ARUP
Chas Pope, from ARUP Structural engineering, was undoubtedly the crowd’s favorite that night. He spoke of the engineering challenges of Beijing’s new CCTV tower and the frustrations in the approval process of the tower. A critical point of discussion was the feasibility of the cantilever portion of the CCTV Tower, which in the end after much discussion, was not left out. It was during the construction phase, before the two halves of the building were adjoined, that the structure was under the most duress, said Pope.
He also explained the process and intricacies of testing the structural performance of the building during the construction phase. Finally, on the last side of his presentation, was King Kong scaling the side of, not the Empire State Building, but a rendering of Beijing’s new CCTV Tower. Laughter spread throughout the audience, but not in contradiction to the iconic status of the building for Beijing.
www.arup.com

Am 23. Juni wird die 3. Pecha Kucha Nacht in Beijing stattfinden.
Pecha Kucha bedeutet auf Japanisch “the sound of conversation” und ist eine Diskussionsplattform für Kreative aus Architektur, Design, Werbung und Kunst.

Im Schnelldurchgang präsentieren die Teilnehmer ihre Ideen und Arbeiten. Dazu dürfen sie maximal 20 Charts für je 20 Sekunden zeigen. Somit hat jeder Visionär 6:40 Minuten, um die Welt mit seinen Gedanken zu bereichern.

Zur Pecha Kucha Nacht treffen frische Ideen auf kreative Köpfe, ein Treffpunkt, um sich miteinander austauschen und inspirieren zu lassen.

Trendbüro lädt Pecha Kucha dazu in die 16. Etage eines leer stehenden Bürogebäudes ein. Wir werden über frische Ideen berichten.

Gay men and women are becoming more and more self-confident in China and they aren’t hesitating to show it anymore. This change, however, has only started to develop recently. Until 2001 homosexuality was still considered a mental disorder and gays still faces a large amount of discrimination.

Today the increasing numbers of gay venues in cities like Beijing and Shanghai, and the broadcasting of China’s first gay and lesbian Online-TV show, are indicators for the growing tolerance regarding homosexuality in China. In return, the liberal and open-minded attitude of most homosexuals is influencing Chinese society, which is very patriarchal in nature.

The homosexual lifestyle, that is considered to be experimental and hedonistic, is becoming more appealing to the heterosexual community. It has impacted many creative industries such as fashion and design. Homosexuality in China is finally achieving the trendsetter-status which it has already has in the Western consumer hemisphere.

The result is that clear gender borders start to vanish; metro-sexuality, at least in the major Chinese cities, is becoming more fashionable. Women can be seen getting a manicure with their boyfriends; men these days spend as much effort in their hairstyle as their girlfriends. Beauty products for men are gaining popularity in China as have in the West. A pink T-Shirt is no longer a taboo for a heterosexual Chinese man who wants to be fashionable.

On the surface there is a lot of evidence that gays in China (influenced by the Western gay scene) effects the Chinese urban male image.

Although homosexuals in China are still far away from waving rainbow colored flags on the Tiananmen Square and enjoying rights such legalized same-sex marriage, gay stereotypes are already penetrating machismo aspects of society. Its influences are now taken for granted in everyday fashion and habits.

Daniel.

We left the city to breath some fresh air. On our trip from Beijing to Shidu we dropped by at a primary school two hours outside the city to see what’s going on in kids life.

Here are our general findings and impressions. Detailed insights about China’s kids and future are available on demand.

Best wishes from Beijing!

In association with WWF and The Palace of Beijing, the New Media and
Animation School of Beijing (BICT) developed a public artwork, which is
based on mobile phone short message interaction. The topic is environmental
protection, everyone is free to participate and the venue is the worldwide
biggest LCD-screen in front of the shopping- mall The Place in Beijing. The
proposal of the interactive new media art is to encourage more and more
people in China to participate in environmental protection, to give their
love to the earth.
Have a look!

Gut aufgelegt mit Sven und Chen – China entdeckt die Club-Kultur – und internationale DJs feiern das kommunistische Land als Reich kreativer Entfaltung. Alles Quatsch! So sieht es wirklich aus.

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China’s environmental problems have not only become a threat to the further growth of its economy, it is also a major contributor to the global climate change and affects the quality of life of its population.

According to a survey, executed by Synovate, many urban Chinese showed considerable anxiety about the environment.

But there is also the willingness of taking some of the blame as well as the ambition to do something to reduce the environmental deterioration.

More than half of the respondents believe one country in the world is most responsible for climate changes, and nearly 30% say that country is China. (Although nearly 60% blamed the U.S., an even greater number of Americans, 80%, cited their home country as the main contributor in the U.S. version of the survey.)

The most common actions to diminish the effects of the climate change are reducing water consumption (77.1%), saving power (76.8%), buying “green” products (76%), and reducing the use of plastic packaging and bags (62.5%). Nearly 58% of Chinese respondents bought an energy-efficient device.

Urban consumers also more often tend to buy organic foods therefore they become increasingly concerned about the safety of local food products.

From June 29th till July 1st the International Conference on Environmental Sociology, that will take place in Beijing is going to discuss the topic what impact the environmental deterioration in China will have on its population and how to build up an “energy-efficient and environment-friendly society”.

Trendbüro will attend the conference and reports later on.

Not Beijing, Shanxi. That’s the strategy Beijing’s Scitech Plaza, one of the city’s oldest high-end department stores, employed when it celebrated its 14th anniversary last year.

In promoting its 25 percent anniversary discount, the store skipped Beijing altogether and concentrated its ad blitz on Shanxi, an interior province in North China once mostly known for its dry hills and grim coal mines.

As the management correctly gauged, there’s more juice in Shanxi’s nouveau riche than the salaried of Beijing. Hundreds of Scitech faithful from Shanxi flocked to Beijing, many flying in for the yearly bash. They stayed at an adjacent luxury hotel, also owned by Scitech, and splurged on 14,000-yuan La Mer cosmetics, 20,000-yuan fur coats and 7,000-yuan shoes.

Together with an army of the fellow moneybags from Hebei, Inner Mongolia and Tianjin, the shoppers from Shanxi sent Scitech’s sales figures soaring to 20 million yuan on the anniversary day, the store’s highest-ever single-day revenue.

Scitech’s anniversary strategy reflects a larger trend – of wealth spreading from a handful of traditional urban centers such as Beijing, Shanghai and Guangzhou to the so-called second-tier cities, and even obscure small towns.

Pick any weekend and check the license plates at the parking lot of Yan Sha Outlets on Beijing’s 4th Ring Road. You will be surprised how many of those shiny sedans are from out of town, mostly from neighboring Hebei Province. Clearly, for the have-money-will-spend class in second-tier cities, driving to Beijing to shop for luxury brands has become the new Sunday morning sport.

Zum Artikel

International luxury brands should gain better knowledge of Chinese society before attempting to meet the rising and diversified demands of local consumers, according to a German consulting agency.

The country’s consumer market has been shaped by three generations who have conflicting ideas about money and what it symbolizes, according to a recent report from Trendbuero Consultancy for Social Change GmbH.

Zum Artikel

Beijing has launched a clear-up on over-the-top advertising, claiming that the ads offend socialist values and threaten “social harmony” in the 2008 Olympic host city.

Beijing may be capital of a socialist state, but the city’s aggressive real estate developers have been reaching for Donald Trump-like capitalist superlatives to sell housing.
“Luxurious,” “ultra-distinguished,” “supreme pleasure” and other terms crowd billboards that promise buyers the life of moguls or aristocrats.

“Be a foreigner’s landlord!” crowed one advertisement—in Chinese only—for buyers to invest in a new apartment block in a Beijing development.

Beijing’s mayor, Wang Qishan, recently complained about the rhetorical excess, and on Friday the city’s commercial agency said it had seen enough.

“At present, there is a problem with certain advertising not conforming to the demands of socialist spiritual civilization,” the Beijing Administration for Industry and Commerce announced on its Web site (www.hd315.gov.cn).

“Nor do they conform to the simple traditional virtues venerated by the Chinese nation, and they are unhelpful for social harmony.”

Monitoring of radio and television promotions would be strengthened, and officials would patrol to check on outdoor ads, the announcement said. Ads must “promote healthy social mores and raise the moral standards of citizens,” it demanded.

Already many billboards along the city’s clogged expressways have been taken down, apparently to make way for more politically acceptable ways of selling luxury housing.

www.chinadaily.com.cn/2008/2007-05/20/content_876319.htm

Billboards that promote luxury and indulgence undermine the goal of maintaining harmony between the rich and the poor, Beijing’s mayor complained at a seminar on the management of outdoor advertising on May 9.
Billboards promoting expensive villas, cars and other luxury goods plaster Beijing, often on the high walls that are erected to hide building sites and the demolition of older houses.
Words like “supreme luxury”, “Utmost prestige”, extreme comfort” and “hedonism” frequently appear on billboards.
Advertisements of better taste and quality would help improve Beijing’s image ahead of the Olympics, the Beijing committee of China’s top advisory body has recommended.

Posted by Austin Ramzy

I was just up in Beijing, for the first time since last summer, and came
across something small but revolutionary: polling, in the airport. So it’s
not quite universal suffrage. It’s more surveying than ballot casting. And
it’s to appraise the performance of passport control, not state leaders. But
I’ll take it.
The first clue was the electronic sign: “You are welcome to comment on our
work for passport control.” I suspected that at best it would be a chain
restaurant-style wooden box where one could deposit a card scrawled with
invective that would be duly ignored. But upon arrival at the desk, I was
faced with four buttons. They options were “Greatly Satisfied” (big smiley
face), “Satisfied” (sober smiley face), “Checking Time Too Long” (moderate
frown) and “Poor Customer Service” (severe frown.)
I was invited to vote, but was a little wary. Would a moderate frown
backfire, and leave me in passport purgatory? I didn’t vote. On the return I
used my new power to declare myself “satisfied.” Only the strangeness of
being “greatly satisfied” with the passport control experience prevented me
from pressing the big smiley face. The truth is that these were the most
pleasant passport control officers I’ve encountered anywhere. Pre-9/11 U.S.
or even Thailand can’t compete. I don’t know how the travelers’ responses
were registered, but judging from the officers smiles and expressions of
welcome it seemed like they took it very seriously.
I can see it now, inspired by Beijing’s example, airports throughout the
world will enfranchise travelers. It will spread through Asia, then the
Middle East and Africa, then North America and Europe—a chain of democratic
dominos that starts in China.

time-blog.com/china_blog/

The Chinese government is concerned. It fears that too many Western influences—its hedonism and freethinking—turn the Chinese youth into a bunch of criminals and good-for-nothings.

Concerning this the Internet is the most evil force. Quoted by China Daily the police spokesman Wu Heping said: “In recent years from the cases we have discovered, the proportion of young people guilty of cheating, rape or robbery who are given to using the Internet or have been corrupted by online filth, is very high.” For protecting Chinas youth from this filth spitting diabolical monster the government has established a kind of cyber police, which patrols the Internet for unfavorable content. But in fact its targets are more often politically sensitive subjects than pornography or online scams. So it seems like that any controversial statements regarding the Chinese government are probably generating the most dangerous criminals: contras.

In fact the Internet did contribute a big part for the emergence of various youth subcultures in cities like Beijing, Shanghai and Shenzhen over the last 10 years. Punk-, Hip-Hop-, Electronic- and Noise- Music became their mouthpiece and events like the MIDI-Festival in Beijing provide the stages to perform and the space to enjoy it. This music with its raw energy and the cool attitude of its young consumers, which gather in underground clubs or festivals, define a new alternative youth scene.

They distance themselves from the cheap and cheesy, commercial Pop-culture, which entertains the masses. They are searching for the unconventional, the extreme. But unlike Western subcultures, which are subversive to social stereotypes and politics, Chinese youngsters seem to have more distance to a concrete anti-state, anti-establishment mindset. Politics does not really matter. As the past proofed, there seems to be no opportunity for opposing the government successfully.

Anyway Chinese youngsters today are content with the possibilities of self-fulfillment they have in present. Any official and organized criticism would be too risky. Well conditioned as they are by their political environment, it is more like they dress themselves according to a certain music-trend and the lifestyle it created. Chinese punks and hipsters enjoy themselves but still behave very well and cautious.

Though: the government keeps an eye on them.

The Beijing 2008 Olympic Games will be a spur to Asia’s tourism industry as people looking to attend the event also plan to spend time exploring other parts of China and Asia, a recent industry survey has said.

Almost 90 percent of those polled said that as well as visiting Beijing they hoped to see other Chinese cities if time allowed, while 75 percent said they wanted to visit other parts of the region, with Hong Kong the most likely stop, followed by Singapore and Japan.

The annual survey, jointly conducted by the Pacific Asia Travel Association (PATA) and Visa International Asia Pacific, identified travelers from India, the Republic of Korea and the United States as “the top three markets most likely to make the journey to the Games”.

PATA president and CEO Peter de Jong said the 2008 Games will not only be good for Beijing but also generate inbound travel within China and benefit neighboring destinations. “All markets in the region stand to benefit from the Games,” he said.

The survey of the travel intentions of more than 5,000 people from 10 markets over the next two years identified China as one of the “five most popular destinations for those planning to visit Asia”.

One in five said that the Beijing Olympic Games would be the primary reason for their visit. Respondents who said they were likely to visit China listed the fact that it was “a good place to shop” as a key feature.

Tourism experts have estimated that Beijing will receive 4.5 million tourists in 2008. The number of overseas visitors to the has grown by an average of 7 percent annually since 2001, when it won the right to host the 2008 Olympics, official figures said.

Industry analysts have estimated that inbound spending by visitors to the Games will reach $4.5 billion.

www.chinadaily.com.cn/china/2007-05/04/content_865506.htm

China droht der Nachwuchs für das Proletariat auszugehen. Wie das kommunistische Parteiorgan “Volkszeitung” am Montag unter Berufung auf eine Studie berichtete, will in der Finanzmetropole Schanghai nur noch eines von 1000 Kindern später ein einfacher Arbeiter werden. Die meisten berufsbildenden Schulen in der Geburtsstadt der Kommunistischen Partei Chinas, die einst das Proletariat als Vorhut des Klassenkampfs sah, hätten mittlerweile geschlossen oder den Unterricht ausgesetzt, schrieb das Blatt weiter. “Die Leistung der Arbeiter und ihre Entlohnung passen nicht zusammen, und deshalb wollen die Menschen diese Stellen nicht”, wurde in dem Bericht am Vortag des Tags der Arbeit ein Wissenschaftler eines Forschungsinstituts der Regierung zitiert. Ein Stahlarbeiter kam mit der Aussage zu Wort: “Es ist verständlich, dass die Kinder keine Arbeiter werden wollen. Wer will schon mit hohem Risiko, geringer Bezahlung und ohne Respekt arbeiten?”

Zum Artikel

China recently has attached great importance to environment protection, placing it on the same level as economic growth, rural issues, healthcare and education.
The State Environmental Protection Administration (SEPA) of China calculated the first so-called Green GDP in 2004 by deducting the cost of natural resources’ depletion and environmental degradation from traditional GDP. It showed that pollution caused losses of 511.8 billion RMB ($64 billion) in 2004, or 3.05 percent of the 16 trillion RMB GDP that year.
The Chinese government reacted with closing down more than 100 labor-intensive, low value-added and heavy-pollution enterprises, and paralyzed dozens of facilities that cause serious pollution. Beside that it introduced the “Green China Day”. More than 10,000 people in eight Chinese cities celebrated its launching on April 1 by planting 5,000 trees.
The event aimed to promote awareness for environmental protection among the public and encourage their participation. “The ultimate impetus to the solution to China’s grave environment issue will come from the public,” Pan Yue, vice-minister of the SEPA, said. “The public should fully implement their right to know, to participate, to express and to supervise, as granted by the Constitution, so that they can engage in deeper participation in the environmental protection campaign.”

China started a green movement after floods claimed more than 1,000 lives and rendered a million people homeless in Sichuan Province in 1981. Every person above the age of 11, except the old and the disabled, is required to plant three to five saplings per year to sustain the country’s ecology.
About 550 million Chinese planted 2.16 billion trees in 2006 and China’s forest area reached 175 million hectares last year. Though the forest cover has increased from 12 percent in 1981 to 18.21 percent today, it is still less than two-thirds of the world average.

Planting trees will contribute to revitalize China’s eco-system, but it’s not enough to save its future. Today’s fashion of eco-responsibility suddenly stops if it causes inconvenience. It’s hard to find Chinese consumers who are willing to spend more for environmentally friendly goods. Eco-protection starts at home with cautious usage of water and energy as well as shopping habits. Most of the governmental eco-campaigns are primary to silence the conscience than environmental protection. But no wonder, China, striving to become the next USA, protests against ecological requirements, which even the United States refused to accept. The future of China’s eco-system rather depends on a global eco-strategy and consumer’s involvement than once planting 5,000 trees.

Der britische Publizist Will Hutton sieht die Welt nicht durch Chinas Stärke bedroht, sondern durch dessen Schwäche

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www.tagesspiegel.de/politik/archiv/23.04.2007/3177726.asp

Except the important inventions in the past like gunpowder, paper, prints and compass, China today is relatively weak in innovating new things.
Having the second highest GDP of the world, China’s ability in world- wide business competition is still low. After a report accomplished by the Swiss International Institute of Management Development, China was 2004 only on rank 24 concerning the scientific and technological innovation capability.
Sun Honglie, member of the Chinese Academy of Science, points that the Economic growth was boosting a long time because of the input of capital and manpower. But the high usage of energy, the shortage of recourses and the progressing pollution will in fact be responsible for hindering the further expansion of the Chinese economy.

With the common modus of growth the economical development will not be lasting if it is wasting recourses and destroying the environment. Innovation is unavoidable and highly demanded. At the national conference on science and technology in 2006 Hu Jintao said that China will be until 2020 under those countries, which are highly innovative.

The country is aiming to turn itself from a manufacture center to a major inventor. To achieve this goal the Chinese government invested last year 71.6 billion yuan (8.95 billion U.S. dollars) to encourage innovation, 11.526 billion yuan (1.44 billion U.S. dollars) more than that in 2005, up 19.2 percent.

However is money itself enough to bolster innovation?
If China has the potential to become a leading innovator in future will be topic of one of our next blog articles. See you then!

Chinesische Wissenschaftler warnen vor zunehmender Unfruchtbarkeit im Reich der Mitte. Schuld an der Misere sind Alltagsstress und ein ungesunder Lebensstil. Die Modernisierung der Gesellschaft führt nun schon seit 20 Jahren dazu, dass sich immer mehr Frauen erst nach dem 35. Lebensjahr für ein Kind entschließen. Zuvor muss der Nachwuchs oftmals der Karriere weichen.

Aber auch die Männer bleiben nicht verschont. Während seit Beginn der Liberalisierung Chinas Wirtschaft mit atemberaubenden Wachstumsraten glänzt, schrumpft zugleich die Potenz der neuen Mittelklässler. Seit den 70er Jahren hat sich die Manneskraft mehr als halbiert. Ungesunde Ernährung, zunehmender Alkoholkonsum, Umweltprobleme und der enorme Leistungsdruck sind die Hauptursachen für den alarmierenden Rückgang der Fruchtbarkeit chinesischer Männer.

Huang Hefeng von der Zhejiang Universität in Hangzhou berichtet anlässlich eines Fachsymposiums sogar von einer Bedrohung zukünftiger Generationen. Bereits heute ist jeder zehnte Chinese über 60 Jahre alt, 2045 soll es schon jeder dritte sein.

Viele Grüße aus Peking!

P.S.: Ich gehe jetzt erst mal zum Sport und anschließend gibt es gesunden Salat.

Trendbuero Asia-Pacific and Chinese Interactive Media Group, publisher of iLOOK, the largest women’s luxury lifestyle magazine in China, have recently released a report on Chinese consumer behavior in the luxury sector. The report investigates the changing needs and upcoming desires of China’s consumers and how the ways luxury brands can position themselves for success in the new luxury market in China.

According to Morgan Stanley, China will be home to 100 million luxury goods consumers and the world’s top consumer market for luxury goods by 2015. Transitioning from communism to capitalism, the consumer market in China is mainly shaped by three generations who possess contrary ideals with regard to money and what money symbolizes. The baby boomer generation in China, for instance, sees money and luxury as an expression of power and status. Generation X – owning 80 percent of China’s private businesses – trust material security and dedicate themselves to earning money. The Chinese generation Y on the other hand, single children shaped by global ideas and consumerism, believe that consumption is an expression of self and not just a status symbol.

While current Chinese values are mainly based on security, harmony, control and formation, Generation Y– the trendsetters of today and those who will make up the next league of luxury buyers – are causing a value shift towards hedonism, experience, and sensuality. From this shift, four types of luxury consumers will emerge, differing in social background, luxury experience and income level. The Nouveau Riche, currently making up the majority of China’s luxury consumers, equate name brands with success. The Understaters, coming from a more international background, focus on differentiating themselves with their spending habits, while Connoisseurs appreciate “soft luxury” and spend money to enrich their lives. Spirituals, a small but growing number of returning overseas Chinese, look for authenticity and spiritual experiences.

In the luxury market of the future, where Chinese consumers are more sophisticated, the experience and authenticity of luxury products will be vital to their success. The report advises that the marketing, packaging, and services related to luxury products need to be revamped with Chinese consumers in mind. One example of smart market adaptation could be the re-opening of Gucci factories in Italy – a strategy based on Chinese luxury consumers’ trust in the superior quality of Italian-made goods. However, not all luxury goods must be made outside of China to be guaranteed authenticity and quality. A high-end signature stamp by Montblanc is an example of a luxury product with a Chinese background while possessing a famous western insignia, renowned for its sophisticated, high-quality writing instruments. This product, unlike the Italian-made Gucci products, draws authenticity from being handmade in China’s oldest stamp factory. Trendbuero’s report on luxury concludes that international luxury brands must not underestimate the rising need of Chinese luxury consumers for authentic and sensual experiences. Even rich Chinese feel the personal effects of high-speed urbanization, individualization, as well as superficiality.

For a complimentary copy of Trendbüro’s report on luxury, “To Get Rich is Glorious”, please contact Dirk Jehmlich () – courtesy of Trendbuero Asia-Pacific.

In China wird 2007 das Jahr des Schweins gefeiert. Statt des herkömmlichen Rosa trägt das chinesische Ehrentier jedoch die Prunkfarbe Gold. Gold wie Geld, wie Wohlstand. Auch 1971 war ein Jahr des goldenen Schweins. Und glaubt man dem Mythos, so sind die heutigen Mittdreißiger besonders wohlhabend. Denn laut chinesischem Horoskop werden es im Zeichen des Schweins Geborene zu besonders großem Reichtum bringen.

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In a digital age where reality can seamlessly shift into the virtual world, Trendbüro’s specialist Dr. Zhao Chen Ding explored how a digital game with a real world setting can combine fun and advertising for consumer participants.

Given the popularity of Avatars and virtual reality games like Second Life, an innovative collaborative session, held in Taipei this January, explored how pervasive games could be fused with advertising, and played in the real world. Dr. Zhao Chen Ding who also teaches at the Tsinghua University organized the workshop, a total of 30 participants. Steffen Waltz and Tico Ballagas, two invited professors from ETHZ and Aachen University were conducting the entire teaching sessions of filed study, spatial theory, strategic design, paper prototyping, and video prototyping.

The result was a mobile application called Zhouma 101, a mobile game designed to draw attention to Taipei 101 ­ currently the world’s highest skyscraper and capable of multi-tiered rotating advertisements. Each Friday evening, citizens of Taipei who own a camera phone can download the mobile application by dialing a number displayed on Taipei 101. The within minutes, players would receive an SMS specifying the topic to photograph. Players then scramble around the city to shoot the best images relating to the topic given a 5-minutes time limit. The photos are uploaded to the giant screens of Taipei 101 and rotated for all to see, including participating voters, whose job was to cast their vote for the best photo. The lure of the weekly game is a grand prize for the player with the most votes and additional prizes for the voters. Not only is Zhouma 101 a fun mobile game for tech-savvy Taiwanese players, but also a great way to turn Taipei 101 an interactive billboard for companies to launch advertising campaigns in weekly basis (see attached movie).

Now, in preparation for the Beijing Olympics, Dr. Ding will hold a similar summer game workshop in Beijing in cooperation with Fashion Institute of Beijing, Tsinghua University, Central Academy of Art and Trendbüro’s new Beijing office. The workshop will again explore the theme of interactive advertising, where mobile phones can be used as both a navigation tool and as a way to advertise hotspots or flagship stores to Olympic visitors. The resulting application will introduce a reality game, which makes sightseeing and shopping an enjoyable treasure hunt, while simultaneously turning Beijing into a fun, interactive playground for Olympic tourists.

Participating companies will benefit from an increasing number of store visitors as well as an intense interaction with participating visitors. Forward thinking consumer brands who would like to be part of the game are welcome to contact Trendbüro Asia-Pacific for further information.

Heute komme ich endlich dazu, von meinem Besuch der sensationellen internationalen Modemesse „China Chic 2007“ zu berichten. Diese fand letzte Woche in Peking statt.

Im Vorfeld hatten wir gründlich recherchiert und erfahren, dass u.a. FAPAI auf der Messe vertreten sein wird. Wer oder was ist FAPAI? Im Internet wurde uns vorab berichtet, dass Besucher aus Italien, Frankreich und Japan FAPAI zu China’s GIORGIO ARMANI krönen.

Wang Yi und ich sind natürlich gleich hin, um die neuesten Modetrends zu scouten. Das hat sich auch gelohnt. Ich dachte eigentlich, dass sich dort chinesische Marken präsentieren, die den Sprung nach Europa schaffen wollen. Es präsentierten sich aber nur angeblich europäische Marken auf dem Weg nach China.

Ich kürze die Geschichte an dieser Stelle mal ab. Es gab keine neuen Modetrends zu sehen und hinter den europäischen Marken verstecken sich chinesische Textilproduzenten, die längst vergessene Modemarken aus Italien aufkaufen und zu neuem Leben erwecken. Viele von diesen Marken sind so alt, dass selbst Italiener diese nicht mehr kennen.

Am Messestand von FAPAI bot sich leider auch nichts Neues, dafür aber eine Menge Spaß, den ich mit euch teilen möchte. Der Claim von FAPAI lautet „Classic Design and Quality since 1869“, doch die Umsetzung ließ zu wünschen übrig. Aber schaut selbst und findet 5 Anzeichen, die Messebesucher an der Qualität und dem Design der italienischen Traditionsmarke FAPAI zweifeln lassen könnten. Wer 5 Anzeichen findet und als Kommentar ergänzt, kann ein kleines Trend-Präsent aus China gewinnen.

Ich möchte FAPAI keineswegs schlecht machen. Das ist nur eines von unzähligen Beispielen, wie chinesische Unternehmen versuchen, aus der Attraktivität europäischer Marken Kapital zu schlagen.

Noch ein kleines Learning am Rande: Die französische Modemarke SABINE, die auf der Messe zum Verkauf angeboten wurde, wird es in China nicht weit bringen. Denn SABINE auf Englisch ausgesprochen, ist ein böses chinesisches Schimpfwort, das Frauen sicher nicht in den Mund nehmen würden.

Liebe Grüße aus Peking

China is an increasingly important player in the world economy. However, nearly 40 percent of executives in Asia say their companies do no business in China today, according to a McKinsey survey, and a third say that even if the country’s growth rate fell to zero their company’s revenue would not be affected.

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www.mckinseyquarterly.com/article_abstract.aspx?ar=1887

If you want to know what entertainment means in Chinese just have a look at xujiahui district of Shanghai.
This net cafe charge RMB25 per hour for normal seat. A VIP seat is RMB45 per hour with escort service. The cafe is only a floor of whole entertainment club. There are 14 floors in this club. First floor is dance club, second is sauna, third is service club (female service inclusive), fourth is net cafe, fifth is video arcade, sixth is majiang and poker place, seventh is bowling place, eighth to twelfth is hotel, thirteen is the office, fourteen is ktv, fifteen is gym, and the roof top is ski place with area of 5000 square meter.

The escort girls are amazing young and attractive. By standing at the front door looking at them coming in and out the elevators, it makes you think of the after class hour of a female school. Welcome to the new entertaining China.

Wer in China Geschäfte macht, lernt schnell, dass Nachhaltigkeit oft groß und manchmal falsch geschrieben wird aber vor allem, dass es nicht ernst gemeint ist.

Heute habe ich mich mit einem hochrangigen Manager eines chinesischen Großkonzerns getroffen, um herauszufinden, wie wir zu steigenden Erfolg beitragen können.

Das Unternehmen hat einen großen Marktanteil in China und ist profitable. Erste Schritte ins Ausland sind gescheitert. Der Grund dafür ist recht einfach – Selbstüberschätzung. Oder mal mit den Worten eines befreundeten Beraters gesagt „Ein guter Berater in China ist ein zweitklassiger Berater in Deutschland.“

Grundsätzlich kamen wir am Ende des Gespräches zu der Erkenntnis, dass wir ihm in der Tat helfen können, sein Unternehmen so auszurichten, dass weitere Expansionspläne bedarfsorientiert, also an Konsumentenbedürfnisse ausgerichtet, angegangen werden, statt chinesische Produkte einfach in ausländische Märkte zu drücken.

Allerdings gab es dann ein Missverständnis. Wenn ich von mittelfristiger Investition sprach, dann dachte ich an einen ROI für 2008, was schon mehr als sportlich ist, er dachte an kommenden Freitag. Doch dann kam mein Learning des Tages. Er wurde etwas leiser und meinte ganz ehrlich, dass es ihm nicht darum geht, ob das Unternehmen in fünf Jahren Marktführer ist. Ihn interessiert nur, was innerhalb der nächsten zwei Monate passiert. Denn in fünf Jahren arbeitet er bereits seit zwei Jahren für die Konkurrenz und würde sich damit nur ein Problem schaffen.

Nun möchte ich aber nicht schlecht über chinesische Manager sprechen. Selbst deutsche Manager, die in Deutschland bestimmt beste Strategen sind und langfristig denken, haben sich an die Gegebenheiten angepasst. Ein Bekannter, Vertriebsleiter bei einem deutschen Unternehmen erzählte mir, dass er in China eine andere Taktik fährt. Er möchte ja nicht ewig in China bleiben. Daher interessiert ihn der langfristige Unternehmenserfolg sekundär. Es geht vor allem darum, dass das Karrieresprungbrett China bald verlassen werden kann und das ereicht man nur mit kurzfristigen finanziellen Erfolgen.

Somit kümmert es niemanden in China, was in fünf Jahren sein wird. Der chinesische Manager ist dann schon seit zwei Jahren bei der Konkurrenz und der deutsche Manager seit drei Jahren wieder in der Heimat.

Viele Grüße aus Peking!

Heute wird mal wieder ein Designpreis in Peking verliehen. Ich bin schon ganz gespannt, ob diesmal die Kopie eines BMWs gewinnt oder eine andere chinesische Meisterleistung. Ich werde berichten. Ich darf nämlich einen kurzen Vortrag zum Thema „Create in China“ halten.
——

Oh man, einen Tag verschwendet und dennoch was dazu gelernt. Ich fasse das Innovationsforum mal zusammen: Design wird wichtiger, Marketing-Manager haben das aber noch nicht wirklich auf dem Schirm und die, die auf den Budgets sitzen, haben keinen Plan davon, dass Design quasi das Shirt und die Hose einer Marke sind.
Ansonsten haben noch alle zugestimmt, dass man künftig zuerst Konsumenten nach ihren Bedürfnissen fragen sollte, bevor man ein Produkt für sie entwickelt. Ich sehe goldene Zeiten auf unsere chinesische Niederlassung zukommen.

Unseren Vortrag habe ich zusammen mit meiner chinesischen Kollegin gehalten. Zuerst wollten wir sie alleine schicken, da ohnehin niemand Englisch versteht und mein Chinesisch zwar für Aufmerksamkeit aber nur wenig zum Verständnis beitragen würde. Leider wollte der Veranstalter eine europäische Hackennase. Die verkauft sich besser. Also haben wir es zusammen durchgezogen. Die wichtigen Dinge auf Chinesisch und die tollen Phrasen in modernem Englisch.

Im Anschluss gab es dann die Übergabe des Designpreises. Ich glaube, dass es dabei um den Chinesischen Designpreis 2007 ging. Gewonnen haben iPod, Sony, Baidu und ein paar andere. Schon cool, wenn man da einen chinesischen Mitarbeiter von Apple stehen sieht, der den Designpreis für das Design des iPods in Empfang nimmt. Ein Manager, der neben mir saß meinte, dass er gar nicht wusste, dass der iPod von Apple China entwickelt wurde. Das wäre ganz im Sinne der Regierung.

Ansonsten ist nicht viel passiert. Auf dem Weg zurück ins Büro traf ich noch einen Zuhörer, der unseren Vortrag sehr interessant fand. Er wisse aber nicht so genau, wie unsere Firma damit Geld verdienen kann. Er fand unsere Unternehmenspräsentation nämlich sehr allgemein. Das fand ich interessant. Ich bin es gewohnt, dass Tomaten aus dem Auditorium gefolgen kommen, wenn sich ein Fachbeitrag als Firmenpräsentation entpuppt. Nicht in China. Hier wird das sogar gefordert. Das war mein Learning für heute. Beim nächsten Vortrag das Verhältnis zwischen Fachbeitrag und Verkaufsshow einfach tauschen oder einfach noch smarter verpacken.

So, jetzt muss ich erst mal nach Hause, sonst werde ich krank. Denn im 5-Jahresplan der KP ist der Sommer für den 20. März angesetzt worden. Dementsprechend wurde die Zentralheizung in unserem District bereits abgeschaltet. Dummerweise gab es Koordinationsschwierigkeiten mit dem Zentralbüro für Wetterplanung. Daher haben wir leider nur 4 °C draußen und 12 °C im Büro. Mich wundert allerdings die Interpretation der KP für „People’s Republic of China“. Ich dachte, dass das „Einer für alle und alle für einen“ heißt und die Heizungen also auch in den Parteibüros abgeschaltet werden. Dort laufen sie noch. Es sei noch zu kalt, um sie abzustellen. Guten Abend und ein schönes Wochenende!

Supermärkte aber vor allem auch Discounter haben Kokosmilch und Kombucha einer breiten Käuferschicht zugänglich gemacht. So locken zum Beispiel Lidl und Aldi regelmäßig mit asiatischen Aktionswochen. Da findet sich die Teriyaki-Marinade neben der Sojasoße und dem mehrteiligen Wok-Set. In vielen Haushalten gibt es Reiskocher, Suppenschälchen und Essstäbchen bereits. Die Durchdringung mit Waren aus Asien hat dazu geführt, dass inzwischen im Handel stärker diversifiziert wird. “Einige Geschäfte richten spezielle Ecken für indonesische, thailändische oder indische Produkte ein”, sagt Ralf Bender von der “Lebensmittel-Zeitung”. Chinesisch und thailändisch seien bereits weit verbreitet. Trendscouts haben besonders Indien als neuestes Modeland ausgemacht.

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Today most international companies and brands focus on Bejing, Shanghai, Guangzhou. This is were China´s most wealthy people live. But the living costs are very high as. So looking at the purchasing power many smaller cities are also very attractive. That´s why luxury brands like Luois Vuitton begins to open new shops here.

The view on China is dominated by its cities. Here do the modern Chinese live. Marketers classify the Chinese cities in tiers, as AdAge China reports. From tier one to four. „A city is relegated to a tier based on the size, sophistication, purchasing habits, attitudes and disposable income of the population“. Tier one includes Bejing, Shanghai and Guangzhou. Tier two has about 30 cities. Most of them are provincial capitals, where five million people live alltogether. Tier three encompasses about 150 country capitals, each of which has more than one million people. And tier four includes thousands of cities and towns and cities. Finally, tier five includes China´s smallest towns and villages.

Especially tier 3-5 remain a major challenge for mass-market brands. „Local competitors are fierce, better at distribution and charge less.

Chinese consumers lodged about 740,000 complaints last year, of which 520,000 were about products and the rest about services, according to a recent report by the State Administration for Industry and Commerce.

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China wird nach Berechnungen der Weltbank bis 2021 zur weltgrößten Volkswirtschaft anwachsen. Die Wachstumsrate der chinesischen Wirtschaft liegt derzeit bei rund 20% pro Jahr. Da liegt es auf der Hand, dass sich auch der Markt für Luxusprodukte kontinuierlich vergrößert.

Einer EU-Studie zufolge wird er in China bis 2010 auf schätzungsweise 1,3 Billiarden Euro anwachsen. Im gleichen Zeitraum soll die Mittelschicht auf rund 150 Millionen Menschen anwachsen. Wie das China Institute auf einem Kongress in New York bekanntgab, sind 71% der chinesischen Frauen bereit, „für eine bestimmte Marke mehr auszugeben“. In den USA sind es nur 59%. Außerdem möchten 54% der Chinesinnen bei Kosmetik und Bekleidung „am liebsten nur Luxus- oder Prestige-Marken kaufen.“

Wie die Textilwirtschaft vom 01. März 2007 berichtet, werden in diesem attraktiven Markt Preiskämpfe für westliche Unternehmen jedoch unvermeidlich sein. Zudem bestehen Defizite bei der Werbung. Während für westliche Marken oft mit Sex-Appeal geworben wird, reagieren die Chinesinnen nach Angaben von Alexandra Clark, U.S. Retail Director von Shanghai Tang stärker auf Attribute wie Reinheit, Unschuld, Weiblichkeit und Weichheit.

Quelle: TextilWirtschaft „China wird wichtiger Luxus-Markt“ Nr.9 1.3.2007

Reisen ist die beliebteste Freizeitbeschäftigung vermögender Chinesen, laut der Lifestyle-Befragung von 600 chinesischen Millionären (Hunrun Report 2006). 28 Prozent der Befragten verbringen ihre Freizeit am liebsten auf Reisen, 22 Prozent im Schwimmbad und 12 Prozent auf dem Golfplatz. Erstaunlicherweise schafften es gemeinsame Familienaktivitäten nur auf Platz neun, noch hinter Fischen und Weinverkostungen.

Peking. Trendbüro hat seinen Semiometrischen Raum, der für qualitative Zielgruppenanalysen, Marktsegmentierungen, Markenpositionierungen sowie für semiotische Werbe-Analysen (Semiobench) eingesetzt wird, jetzt auch an den chinesischen Markt angepasst.

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Louis Vuitton sorgt für Aufruhr bei der Präsentation seiner Pret-à-porter-Kollektion für das Frühjahr 2007. Kariertes Plastik spaltet die Gemüter. Die High Society diskutiert über eine Tasche, die dem vor allem in Asien und Osteuropa geschätzten Transportvehikel aus unverwüstbaren, billig-bunt kariertem Kunststoff bis aufs Haar gleicht – nur ziert ein kreisrunder Vuitton Stempel die eine Ecke: der East/West Shopper im Plastiklook für schlappe 1200 €.

Nach Gabriele Splinter, Dozentin für Modesoziologie an der Akademie für Mode und Design in Hamburg, „ist es eine weltumspannende Tasche; sie steht aber auch für die extreme Kluft zwischen Reichtum und Armut“. Für Trendforscher Peter Wippermann ist „die Idee hinter der Tasche genial, weil sie mit einer simplen Idee das Thema Authentizität und Askese zu neuem Leben erweckt – sie holt sich ihre Inspiration von den Straßen der ärmeren Teile der Welt, wo die Tasche ein Transportutensil für Reis oder Getreide ist und eben gerade kein Statussymbol darstellt“.

In Zeiten, in denen Kunden immer mehr Leistung zu günstigeren Preisen erwarten, stellen sich Unternehmen die Frage, welche neuen Produkteigenschaften ihre Kunden künftig erwarten und auf welche sie verzichten können, um Kosten zu senken. Um den sich verändernden Konsumentenwünschen auf die Schliche zu kommen, beschäftigt sich Trendbüro mit innovativen Methoden der Trend- und Marktforschung, um seine Kunden mit spannenden Einblicken und Ideen zu unterstützen. Besonders in China, wo viele Konsumenten mit großem Vorbehalt auf standardisierte Befragungstechniken reagieren, sind entsprechende Lösungen gefragt.

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Zum 15. November 2006 hat das Trendbüro eine Dependance in China eröffnet. Sitz des neuen Büros, das von Dirk Jehmlich geleitet wird, ist Peking. Dort berät das zunächst 5-köpfige Team Unternehmen bei der Analyse von Gesellschafts- und Konsumtrends im asiatischen Raum.

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