With the rapid acceleration in media fragmentation and information
flow, consumption patterns in Asia have become a complex mosaic with
which advertising creativity is struggling to catch up.
Consumers all over Asia are now being exposed to and influenced by
similar trends, not just in fashion but also in high-tech and product
development.
But despite the fact that consumption patterns are becoming similar
across the region, advertising campaigns must still cater to local
tastes and sensibilities.
According to speakers at the recent Seikatsusha (Consumer) Forum held by
Hakuhodo in Tokyo, the recent failure of various Japanese department
stores proved that marketers should seriously consider differences in
lifestyle, social environment and cultures across Asia.
Ryukoku University business administration professor Motoo Kawabata said
local marketing factors determined whether a brand would thrive or
perish.
As it becomes increasingly difficult to foresee sales patterns of a new
product, Mr Kawabata noted it was important for marketers to devise
marketing tactics to support sales prior to new product
introduction.
For example, despite the growing popularity of mega-supermarkets across
Asia, marketers needed to keep in mind diversity in food culture and
preferences in order to ensure long-term business prospects.
In addition, rent is so high in many Asian cities that even strong
retail sales turnover cannot cover such overheads, Mr Kawabata
noted.
For a successful campaign, Hakuhodo strategic planning director Akinori
Toma said it was crucial to reflect the lifestyle of the consumer.
Citing the launch of a Japanese skin care campaign in Thailand, Mr Toma
said both the strategy and creative approach came from local markets,
underlining the importance of local knowledge.
Marketers had to establish an open communication channel in building up
a dialogue between brands and local consumers, who needed to be a part
of the whole brand experience rather than simply being exposed to a
brand message.
It is in the youth market that the mosaic of consumer behaviour and
growing similarity in trends is most apparent. Within Tokyo, Shibuya is
clearly the centre of cool for Asia's youth, bringing forth such trends
as the mobile phone accessory, high platform sandals and beach
fashion.
Months later, these pop trends and fashions can be seen in the Shibuya
equivalents around Asia - Bangkok's Siam Square, Hong Kong's Mongkok and
Taipei's Hsimentin - popular shopping locations among the young.
It is the Internet and related multimedia developments which have
facilitated the expansion of these mosaic youth trends across Asia, said
Hakuhodo senior researcher Masakazu Ota.
According to Hakuhodo's Seikatsusha survey, television, video and the
mobile phone are three main media information sources for Japan's 15-19
year-olds.
Rapidly changing trends in the marketplace mean that the old marketing
paradigm - study, plan and act - no longer applies, said Hakuhodo
strategic planning director Hiromichi Nagata.
The new paradigm is acting and learning at the same time, he said.
