爱马仕资深品牌顾问jonas访谈：推动文化创新，明确品牌目标.pdfVIP

全明星访谈 è爱马仕资深品牌顾问推动文化创新，明确品牌目标 EXPO BRANDING 推动文化创新，明确品牌目标 明星嘉宾：EXPO BRANDING高级品牌顾问，Hermès爱马仕资深品牌顾问Jonas Hoffmann Q1. EXPO BRANDING commits to help Chinese brands go global, so what’s your impression of Chinese brands? EXPO BRANDING致力于帮助东方品牌走向世界，那么，东方品牌给教授您留下什么样的形象？ These are exciting times for Chinese local brands. A critical mass of talent is starting to concentrate in Shanghai and of course Hong Kong that allows local Chinese brands to find resources that will help them take the next step in their internationalization process. That will be easier in some sectors than others: fashion, cosmetics, consumer goods present a good potential. That being said, it is important to keep in mind that building a brand is a process that takes time, it is not as quick as building a fantastic skyscraper in Shanghai. 这些对于中国的本土品牌来说是非常令人兴奋的时机，大量的人才开始集中在上海和香港，使得中国的本土品牌能够找到让 他们的国际化进程更近一步的资源。对于时尚产品、化妆品、消费品，会更加容易推进它们的国际化进程，也因此表现出了 巨大的潜力。但要记住非常重要的一点，品牌的建设是一个过程，需要花费时间，它并不会像在上海建造一幢奇妙的摩天大 楼一样快。 Q2. With the development of globalization, do you think that Chinese brands can enter international market by cultural innovation strategy? 随着全球化的发展，您觉得中国本土品牌有可能依靠文化策略走进国际市场吗？ If they hire me + EXPO BRANDING as consultants, the answer is a definitive yes. Cultural innovation strategy is a powerful approach to develop iconic brands but is not a game for beginners. You need the help of consultants that have been practicing it for a while and that are able to have an international view on the development of macro trends in the target markets. Competences in scenario planning are