Design for the Other 90% in China

Beijing, China - June 25, 2009

“The majority of the world’s designers focus all their efforts on developing products and services exclusively for the richest 10% of the world’s customers. Nothing less than a revolution in design is needed to reach the other 90%.”
-Dr. Paul Polak, International Development Enterprises

In China, 1st tier cities like Beijing and Shanghai account for 35% of total consumption, while 2nd tier cities and rural areas are either largely ignored by international brands or dominated by local Chinese or counterfeit brands. With a population of 1.3 billion, China continues to be an attractive market opportunity for international brands, even in the face of the global economic crisis, yet few brands actively design for most of this massive market opportunity. At the same time, the Chinese government is attempting to stimulate the internal economy and build domestic demand by increasing national spending, creating new opportunities to reach China’s 90%

This discussion will explore market opportunities in 2nd tier cities and beyond and consider some key questions:
1. What are the key opportunities (health care, education, transport, energy, etc.) for international brands in China beyond the 1st tier?
2. What are the best ways to uncover and design for the unique needs of people living in these areas?
3. What can we learn from local Chinese brands that have been successful in 2nd tier cities? 4. How can companies leverage marketing, distribution, and pricing for business success in these areas?

Guest Speaker:
Kunal Sinha, Executive Director - Discovery
Ogilvy & Mather Greater China, Shanghai

Thursday, June 25, 2009
2:00 to 5:00 pm
Beijing, China
Venue TBC

Please RSVP to yang.xiaozhen@frogdesign.com