In our last post, we discussed how marketers in Indonesia, 菲律宾和日本的营销活动可以避免本土化失败. 从开荤段子到无视社会规范的重要性, 为了在这些国家开展成功的营销活动,品牌需要了解许多隐藏的文化规范.

从失败的广告到品牌策划全球活动时的有用建议, we asked our local experts to share stories that go beyond generic advice.

在这篇文章中,世界杯投注官方网站将把这些故事扩展到其他国家,从韩国到泰国和中国.

Learn what are the to-dos and most importantly, 在这些国家规划营销活动时,有一些“大忌”.

Marketing in Korea: Don’t Disregard Brand Image Contribution by Jay Kwak

Lantern Korea

Korea is an attractive market for international companies, but sometimes famous brands have failed in the Korean market. 以下是一些外国公司在韩国市场营销失败的典型例子: 

  1. Nestle is the world's No. 1 food company with over 100 trillion KRW in sales. 它收购了蓝瓶,并与星巴克合作,以保持其在当地市场的主导地位. 但是,在2018年12月,雀巢不得不将Café Nestle撤出韩国咖啡市场. 专家们认为,这种独特的合作关系是由于劳动力成本上升导致盈利能力下降,以及未能在韩国建立适当的一致的品牌形象.
  2. 'Wal-Mart', the world's No. 1 discount store, entered Korea after acquiring Korea Macro in July 1998. However, in 2006, eight years after the start of the business, the business ended by selling 16 stores to E-Mart. Experts cite localisation failure as the cause of the failure. 而韩国消费者更喜欢明亮、整洁的百货商店风格, 沃尔玛是一个仓库式的折扣超市,很多东西堆得很高.

Marketing in Thailand Contribution by Sunchai Diekratok-Marlet

Boats Thailand

There’s one example that summarises consumer attitudes in Thailand. 2013年7月,一段广为传播的视频遭到泰国公众的严厉批评.

视频内容是泰国女演员Aom Sushar在活动中向她的粉丝俱乐部发脾气. The video shocked the public, and it went viral. After several days, 据透露,这段视频是士力架新的商业广告, the American conglomerate. Although the background of such behaviour was disclosed, it was criticised badly for playing with customers’ feelings.

Of course, some believed that Snickers did not have the intention to deceive the public; they just tried to deliver its brand’s message: “You're Not You When You're Hungry.这一活动在全球许多其他市场都很受欢迎,但在泰国却不受欢迎.

Instead, the brand ended up losing the trust of the Thai people. This was due to specific cultural reasons:

  1. In general, 泰国人民认为,不应该用暴力来制作视频,目的是让它传播开来.
  2. This campaign was hence seen as a cheap method to use the negative emotions of people to get consumers’ attention; this left the consumers feeling insulted and stupid.

Summing up, what may work in one market may not work in another market. 士力架应该考虑到泰国文化和观众,进行本土化或创造一个新的营销活动, 而不是使用同样的活动,即使它在其他市场成功了.



Marketing in China Contribution by 世界杯投注地址

Great Wall of China

每天都有国际品牌在中国营销失败的例子.

有时候,品牌试图吸引特定的群体,但结果适得其反. For example, there are many symbolic characters in Chinese culture. 这些图案之所以特别,是因为它们背后的文化意义,而不是图案本身.

National culture is indeed a good entry point for advertisers, 但如果没有一个配套的故事来表明品牌理解它所使用的文化,这是行不通的.

The fashion brand Dolce & Gabbana (D&G)是一个例子,文化元素被用来掩盖对文化本身的无知.

2018年,杜嘉班纳为了给自己的品牌在上海的走秀造势 & Gabbana produced a series of videos called “DG Loves China”.

视频中充满了可以看出中国文化的文化元素:红灯笼, 一位身穿红色衣服的中国模特(但她穿的是西式服装而不是中式服装), and Chinese calligraphy and painting in the background.

In the video, chopsticks, an important symbol in Chinese culture, are described as "stick-shaped tableware". 这些筷子被用作讽刺中国文化的道具——中国模特正在努力吃意大利面(一种传统的意大利菜), needing to use chopsticks to do it.

The narration and tone were arrogant, insinuating that Chinese culture is inferior to Italian culture. Instead of starting from a place of curiosity and respect, D&G showed that it did not understand Chinese culture.

这个广告最终导致了中国消费者对该品牌的全面抵制, and the Shanghai Show was cancelled.

In these last two posts (read: Part 1 here), 世界杯投注官方网站已经分享过,对于全球品牌营销人员来说,谨慎和敏感地对待他们销售所在国的当地文化是多么重要.

“亚太市场营销”包含了许多不同的文化和语言, 所以在你开始营销活动之前,了解这些细微差别和可能的陷阱是很重要的.

This also includes understanding the language used in each market. 让你的竞选活动用一种能与你的听众产生共鸣的语言来表达,是获得你想要的参与和转变的一个可靠方法.

However, you can’t just rely on a translation tool that only translates the words, and not the intended meaning behind the message of the campaign.

That’s what creative translation (or what we call Transcreation) is all about.

拥有当地专家和国家团队也将帮助你的品牌更容易地管理文化传统和本土化. 这将决定营销活动的成败.