When it comes to innovation – and delighting consumers – the idea that ‘western’ brands are still the yardstick against which Asian brands should be measured just doesn’t stand up anymore.
Today, Asian consumerism sets its own standards. And that means Asian consumers are now flocking in rising numbers to Asian brands that are catering to their lifestyles and their wants and needs – and doing it with the kind of expertise that only a local brand can bring.
From Trendwatching comes the latest trend - LOCALIZASIAN: where Asian consumers are embracing new products and services targeted at their needs and wants by Asian brands that understand them better than competitors outside the region.
The three underlying forces for Localizasian:
1. Rising affluence - Explosive growth in the Asian middle classes means millions more Asian consumers with high expectations.
2. Local Love - Asian consumers are increasingly determined to invest in, reimagine and showcase their own localities, traditions and cultures.
3. Home Advantage - No one understands Asian consumers quite like Asian brands.
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