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1、中产阶级的梦想 Middle Class Dreams 对中国新兴富裕阶层的认知和展望A perspective on“emerging affluent”ChineseJWT China,一个高收入群体的崛起 A high income group is emerging,Source:EIU 2001:Asian Demographics,城市家庭按收入细分Urban Households,by income segment(%),整个日本Whole Japan,两个法国2 Frances,两个意大利2 Italys,两个英国2 Uks,100 Million People,两个韩国2 S
2、 Koreas,Video:Chinas New Middle Class?,一 亿 人,一直处在两种不同传统文化的影响下 Continuing Influence of Two Distinctive Legacies,儒家思想Confucianism,向上的主动性Upward mobility狭窄的成功之道Narrow path to success,万般皆下品唯有读书高,“Scholarship is noble,All else is despicable.”,轮回的封建影响Cyclical Dynasticism,人类历史在循环进程中遵照着不可改变的自然法则-“天意”Human hi
3、story moving in cycles through“Mandate of Heaven”following an immutable natural order,个体对社会的影响有限Limited role of individual in affecting society公民社会没有发展Civil society undeveloped,天人合一,万物如何运作:轮回的自然法则How the Universe Works:Cyclical Natural Order,人类历史如何演绎:“天意”How Human History Works:“Mandate of Heaven”,没
4、有办法,“渺小自我而天地浩大”“I dont count.”,犹太教-基督教的宗源：独神论Judeo-Christian Roots:Monotheism,独神论与西方人道主义Monotheism and Western Humanism,纵观历史进程Linear view of historical progress,个体保护的机构体制化Institutionalized protection of the individual,个体（在上帝的帮助下）能够影响社会Individual(with Gods help)able to affect society公民社会得到发展Civil soc
5、iety developed,保护个人权益得到体制化 Institutionalized Protection of Individual Rights,罗马广场Roman Forum,权利法案The Bill of Rights,我有主宰的力量“I count.”,但回到中国 But back to China,长期以来的不安全感Perpetual Insecurity,从传统中国社会引发Trigger in Traditional China,没有皇帝的恩宠Out of Emperors favor罢官/放逐Banished/Exiled不安全感Insecurity,伴君如伴虎,“Its
6、like being near a tiger to be near the Emperor.”,他们的喜怒无常和残暴闻名于世Known for Their Caprice and Cruelty,中国第一位皇帝秦始皇First Emperor of Qin,清朝慈禧太后Empress Dowager Cixi of Qing,历史上的清党 Historical Purges,商秧，战国时期变法者 Shang Yang,Warring States legalist reformer被处决于公元前338年(Executed BC 338)屈原，战国时期爱国者，诗人和政治家 Qu Yuan,Wa
7、rring States patriot,poet,statesman被迫害于公元前277年(persecuted BC 277)司马迁，西汉历史学家 Si Ma Qian,Western Han Historian被施予酷刑于公元前99年(Emasculated,BC99)岳飞，宋朝爱国者，军事家 Yue Fei,Yuan patriot,militarist被迫害于公元1142年(Persecuted AD1142)林则徐，清朝鸦片战争时期政治家 Lin Zexu,Qing statesman during the Opium War被放逐于1842年(Exiled 1842)彭德怀，中国
8、共产党将军 Peng Dehuai,Communist General 被迫害于文化大革命 Persecuted during the Cultural Revolution,文化大革命The Cultural Revolution,有钱Having money牛鬼蛇神Demonized不安全感Insecurity,Video:1966-1976:Evil Money,To get rich is glorious,Pix:先发起来的人,让一部分人先富起来,专业的企业管理Professional Entrepreneurship,高收入个人的比例%of High Income Individu
9、als 职业 Occupations 管理 Managerial 31.4 专业/技术 Professional/Technical 25.2 个体户 Self-Employed 17.8,“自我奋斗”成功者“Self-made”success 74%,Source:Study of High Income Group,State Statistical Bureau,2000.(High Income Group:Annual Household Income over RMB50000),许多不安全的因素Many Insecurity Factors,铁饭碗被打破，引起对长期储蓄的迫切Ti
10、e Fan Wan(Iron Rice Bowl)already rusted,creating long-term“savings anxiety”高收入个体依赖于国家“先富起来”政策的支持High income individuals dependent on Partys continuing endorsement of“getting rich”大多数人，工作于国家上层建筑之外的，很少有权力来保证政策的延续Most people,operating outside the state establishment,have little power to ensure the poli
11、cies continuation不受国家保障体系的庇护Not covered by the state safety net,上层建筑之外Outside the Establishment,Contemporary:Emerging wealth without power,财富不安全Wealth Is Insecure,两种根本的需求 Two Fundamental Needs,受保护的需求Protection Need,保护自己幸免于无法预知的未来Protect self from the unpredictable保护已获得的地位Protect achieved status,剪辑+两
12、个TVC：保护,Video:Protection;TVC:Schick 3D,John Hancock Train,Polo Car Key,表现的需求Projection Need,让别人认可我的地位Let others recognize my status 靠显示物质财富展示身份地位Show status through material display,Video&TVC:Projection,我的住址，我的身份My Address,My Identity孔雀王朝（Peacock Dynasty)尊园（Jewel Garden,“Prestige”)天马花园（“Heavenly Hor
13、se”)金斯花园（Kings Gargen,“Gold”)鑫都（Australia Home,“Gold Capital”)紫园（Sunville,“Purple”)汇豪天下（“Gathering of All Heroes Under Heaven”)创世纪别墅（Sunland Villas,“Genesis Villas”)名门滨江苑（Riverside Mansion,“Royal Riverside Garden of Pestige”)满庭芳花园（Vernal Garden,“Garden Filled with Frangrance”)西郊庄园（Forest Manor,“West
14、 Suburban Manor”)九溪十八岛（Elite Villa,“Nine Brooks and Eighteen Islands”),Video:Projection;TVC:Lux Horse,Siemens Nightlight,Motorola Moto,“表现”受挫于低购买力”Projection”Frustrated by Low Purchase Power,World average:7.2,World average:7.2,Source:W,China Statistical Bureau 2001,省钱表现?Penny-Pinching Projection?,现代
15、的压力Contemporary Tension,保护地位ProtectionOf Status保守 Conservatism存钱 Savings为家庭、孩子投资 Investment in child,family稳定的心态 Stability-minded未来倾向 Future Orientation,表现地位ProjectionOf Status摆阔 Ostentation花费 Spending自我支付 Spend on self动力 Dynamic 即时倾向 Now Orientation,大梦想Big Dreams,大梦想Big Dreams,主题1：公众形象展示Theme 1:Pub
16、lic Display,需要外部对地位的认可Need external recognition of status表现高人一等的形象 Project a classy image+有限的资本Limited means愿意大量花费在公众形象上而在个人享受上省一点Willing to lavish on public display while saving on private“indulgence”,购买国内品牌的家用Buy Local Brands for Use in the Home,购买国内品牌的家用Buy Local Brands for Use in the Home,各城市的前5
17、位电视品牌（合资品牌用红色标识）Top 5 TV brands by city(JV brands are highlighted)北京 Beijing上海 Shanghai 武汉 Wuhan牡丹 Peony16.4金星 Golden Star30.4长虹 Changhong23.8长虹 Changhong10.5松下 Panasonic14.5康佳 Konka17.3松下 Panasonic10.4索尼 Sony 9.2王牌 TCL5.8王牌 TCL 8.5长虹 Changhong7.6松下 Panasonic4.6康佳 Konka7.6东芝 Toshiba5.2飞利浦 Philips3.7
18、(Source:Business China)国内品牌开始主导大部分市场Local brands tend to dominate most markets.,买国际品牌用于公众场合Buy International Brands for Public Use,买国际品牌用于公众场合Buy International Brands for Public Use,各城市前5名的手机品牌 Top 5 mobile phone brands by city北京 Beijing上海 Shanghai广州 Guangzhou 诺基亚 Nokia 35诺基亚 Nokia 30 诺基亚 Nokia 35摩托
19、罗拉 Motorola 30摩托罗拉 Motorola 27摩托罗拉 Motorola 27爱立信 Ericsson 13 爱立信 Ericsson 11西门子 Siemens 9西门子 Siemens 9西门子 Siemens 10 爱立信 Ericsson 7松下 Panasonic 4松下 Panasonic 10松下 Panasonic 7(Source:Siemens Shanghai)主要市场领导者都是合资品牌Leaders in all key markets are JV brands,Source:DTC,结婚钻戒的拥有已接近成熟市场Diamond Wedding Ring
20、Acquisition Close to Mature Markets,成功的最终徽章：私家车Ultimate Badge of Success:Private Cars,启示：产品Implication:Product,奔驰和路易斯威登的成功 Success for Mercedes and Louis Vuitton“维多利亚秘密”的失败Failure for Victorias Secret,启示：广告Implication:Advertising,戏剧化表现公众认可/羡慕Dramatize public recognition/admiration,TVC:Lux Parachute,
21、Toto His,主题2：实用的身份地位Theme 2:Status has practical applications,渴望不断的成功Craving for continuing success利用身份地位作为谋求进步的手段Use status as a means for advancement,One sparkle is enough to make a powerful man.,启示：广告Implication:Advertising,展现身份地位来拔取头筹品牌代表我不断向前Display status to get aheadBrand represents my moving
22、 forward,TVC:Motorola Fire,Passart,Business Rules,主题3：保持低调Theme 3:Keep a Low Profile,需要保护Need of protection不做出头鸟Not sticking out like a sore thumb 避免过于炫耀Avoid blatant show off,启示：广告Implication:Advertising,避免有意努力成为众人瞩目的中心Avoid deliberate efforts to be center of focus“如果他们注意到我，是否要去做？”“Can I help it if
23、 they notice me?”,TVC:DTC Blame It On the Diamond,主题4：渴求又可及Theme 4:Aspirational but Accessible,保护和表现的需求但资源有限Need for protection and projectionbut resources limited 对价钱敏感Price sensitivity 渴求与现实Aspirational realism,满怀渴望的Aspirational,可达到的 and accessible,不可达到的 and inaccessible,Implication:Advertising启示：
24、广告,极致感和力所能及间的平衡Balance between“top floor feel”and accessibility场所，饰件，道具Location,Casting,Props,TVC:Zuoan Cafe Paris,DTC Map,Lux Diary,主题5：家是伊甸园Theme 5:Home as Eden,在外面表露自己是危险的Expressing self outside is dangerous 家是我自己的堡垒Home is my own fortress 个人表达和逃避Self-expression and Escape,Source:China Statistica
25、l Yearbook,2001,Private housing sales,购买自己的堡垒Buying My Fortress,回家成为诱惑Home as Canvass,TVC:家是避风港、是自我表现的场地，TCL PDP,TCL LCOS,etc.,使家成为逃避现实和自我表达的地方Make home a site for escapist experience and self-expression,启示：广告Implication:Advertising,TVC:TCL PDP,Nippon Paint Mongolia,Thinkers Gargen,主题6：孩子成为保障,保护Prot
26、ection确保财富的增长并留存于家族中To ensure wealth grows and stays in family孩子成为投资Child as investment,Theme6:Child as Insurance,教育很重要Education as Paramount,主题6b：孩子是我的勋章Theme 6b:Child as Badge,表现Projection确保孩子能为我挣面子To ensure child gains“face”for me孩子成为品牌Child as brand,启示：广告Implication:Advertising,展现孩子以反映家长的渴望Show
27、children as projection of parents aspirations,TVC:OMO Drawing,Dutch Lady Squirrel,大梦想，小人物 Big Dreams,Small Potatoes,保护和表现Protect vs Project,公众形象展示 Public Display实用的身份地位 Status Has Practical Applications保持低调 Keep a Low Profile 渴求又可及的 Aspirational but Accessible 家是伊甸园 Home as Eden孩子成为父母梦想的承载者 Child as Carrier of Parents Dreams,完The End,
