FF上海 X FLAWED｜品牌出海：先有看法 再有办法
“品牌出海”早已是一片观点和内容的红海，作为陪伴诸多科技巨头成功完成品牌海外战役的资深团队，FRED & FARID佛海佛瑞连同旗下策略同盟FLAWED否哲，对这一议题跃跃欲试但同时战战兢兢：华丽的观点可能是正确的废话，堆砌的数据往往是严谨的表象。
当各大咨询公司和相关媒体文章谈及中国品牌出海时，有几个高频出现且无法避而不谈的策略关键词：高端化，本土化，中国化/去中国化。但若剥离华丽词藻的修饰和公开数据的支撑，这些关键词背后大多是“以终为始，以果为因”的逻辑取巧—— 因为产品不高端，所以要高端化；因为不熟悉区域市场，所以要本土化；因为是中国品牌，所以要带着中国身份站队。我们都看到了现实的挑战，却没有人给出现实的方案。
但抛开价格，如何塑造“中国品牌自身的质感”？成功实现本土化品牌运作是否有更大的前提？“中国”身份对品牌到底意味着什么？为了给这些问题一些“相对正确”但“绝对真诚”的答案，我们和FRED & FARID佛海佛瑞全球不同办公室的朋友们聊了个天儿……
关于“高端化”
There are so many cultural shifts happening right now and brands can easily make mistakes if they’re not fully assimilated in the markets they are speaking to. Brands and their teams must be fully aware of what is happening in culture as consumers, especially the younger generation, crave for cultural relevance and understanding from the brands they love.
— Chelsea Steiger
If a Chinese brand is to establish a presence overseas, then it needs to center its strategy on purpose - a legacy or a story that shapes its brand persona. The backstory has to be appealing and engaging to captivate the hearts and minds and it has to be true.
— Jalila Levesque
Chinese brands are so advanced in technology and product strength while lagging behind in story-telling. If they want to succeed in another country, they need to show they are investing in the economy as well as contributing to the culture of the country.
— Olivier Lefebvre
Chinese brands abroad are often misunderstood, consumers have misperceptions. Chinese brands usually pass off as too serious. People like authentic stories but also unconventional ones.
— Charles Renard
It’s important for the brands to provide some experiences, rather than just handing out free samples.
— Maria Busygina
If you want to make some waves, the brand should stand for other issues and other values that are not necessarily associated with the brand itself.
— Joao Pereira
在过去的几年里，我们为OPPO策划了在西欧市场的一系列节日及体育营销战役。以一个中国科技品牌的视角，探讨西欧年轻一代对传统节日文化的顺应与叛逆，放大了后疫情时期人们在隔离中反观自我所获得的积极情绪，更深入挖掘了网球运动在贵族属性之外的超越竞技的人文意义……这些远高于产品属性的“小而深”的输出，恰恰成为了我们帮助OPPO实现品牌质感进阶的利器。
关于“本土化”
Pop culture is the easiest way for brands to get themselves into the place; it’s bottom-up and crosses the geographical constraints.
— Adrien Goris
To enable the expression of individuality is a common ground for brands to connect with young people across Europe.
— Lucile Batut
Younger generation is pretty much the same, they’re getting more and more similar with each other.
— Joao Pereira
Brands should learn about consumers first, before putting themselves into a system, and start building a global platform from the consumer’s perspective.
— Severine Autret
If your product is good, think about what you wanna say and install bold campaigns that resonate globally but also locally in a highly creative approach.
— Nicolas Berthier
在与欧洲的小伙伴们聊天的过程中，早年SONY Playstation作为日本品牌进入法国的案例被屡屡提及。没有欧洲符号也没有法式幽默，而是回归奔跑、跳跃、集结等游戏群体的通感意象。
这背后的简单逻辑，也指引着我们近年与vivo在海外市场的品牌策略。vivo希望藉由强劲的自拍功能，吸引并培养品牌在东南亚的忠实受众。对于国人而言，东南亚可能是个相似度很高的“整体”，但对于生活在新加坡、泰国、印尼等国家的真实消费者而言，却更容易体察相互之间的不同。但我们并没有纠结在这些“不同”里。与其试图穷尽不同国家审美及自拍文化差异的探索，不如回归人们在前置摄像头中最简单也最自然的动因：以一起自拍为契机，从而彼此靠近。
关于“中国化”还是去“中国化”
When thinking about China, we think of a modern and dynamic mega country. But China is also full of vibrant individuals and trivial stories. In the west, we are curious to see brands that speak up for China not in big but also in small.
— Olivier Lefebvre
Chinese brands have developed a unique approach tailored to mobile-first consumers and focused on the creation of shareable content. It is faster, cheaper, and ready for the metaverse revolution.
— Jalila Levesque
Chinese brands are embracing evolutionary changes these years, not necessarily on technology, but also a more culture, history and heritage side.
— Severine Autret
China is still expanding and growing, the energy here is incredible; it is clearly becoming the new center of innovation.
— Adrien Goris
Chinese technologies are not learning or copying but leading, China is already living in the future.
— Joao Pereira
从与欧莱雅旗下美妆护肤品牌羽西开启对与中国美的持续探索，到为天猫时装周设定“FORWARD：推潮出新，破界向前”的核心主张，再到与青岛啤酒一起为美籍亚裔群体强势发声，我们始终在试图让“中国”的词性和词义变得更丰富、更动态、更开放。
以上是我们的部分聊天记录，感谢世界各地踊跃发言的小伙伴。
想了解更多，欢迎与我们联系：）
关于FLAWED否哲
FLAWED否哲，是国际广告传播集团FRED & FARID旗下策略咨询机构。期待以“不定型，不定性“的方式为国内外策略体系“不完善”的新兴成长型品牌提供市场研究、品牌策略、传播策略、体验策略等咨询服务。
关于FRED & FARID佛海佛瑞
FRED & FARID (简称FF) 是诞生于法国的国际广告传播集团，由Frederic Raillard 和 Farid Mokart于2007年在法国巴黎创建，现在在巴黎、上海、纽约、洛杉矶均设立分支机构。长期为国内外奢侈品牌，科技品牌，快消以及互联网品牌提供广告创意策略、广告创意内容和社会化营销服务。作为兼具质感与胆识的创意集合体，FF赢得过900多项国际创意奖项：戛纳创意节、D&AD、克里奥奖、OneShow、伦敦创意奖、纽约广告节等。美国Adage广告时代授予FF年度最佳国际创意公司, 更连续5年被World Luxury Awards评为年度最佳广告公司，4次获得Spikes Asia年度最佳独立创意公司以及Clio Awards年度最佳创意公司。
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