Factors to drive the rise of Asian brands
Understanding consumers takes more than technology or getting the numbers right. It requires an understanding of emotions, positioning and a bit of fun.
In a recent interview with the Wall Street Journal, Shao Yang, vice president of marketing for Huawei’s device division, admitted: “At Huawei, we are always very confident about technology and innovation. But understanding people more, this is the challenge.”
Shao’s admission is courageous, but it seems to reflect an Asian state of things, more than an issue at Huawei. Indeed, while western brands crowd Asian shelves in every category you can name – from toothpaste to mobile phones, from ice-cream to apparel, the Asian brands making a dent into western markets are quicker to count; a few apparel or fashion brands (from Uniqlo to Comme Des Garcons), a few cosmetics powerhouses (Shiseido), and a handful of car manufacturers and technology brands. But Coca-Cola, Dove, Apple, Johnny Walker and Nike, all western brands, make up a whopping 90 out of the 100 largest brands in the world list from Interbrands. What drives that dynamic?