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NEWS!!
2 Nouvelles sessions de la Formation VALEURS et SENS ont été créées chez DECATHLON EXHCANGE!

Inscrivez-vous sur le site internet de Decathlon Exchange!
Partagez avec vos Collègues!


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Start Marketing Lesson! How does survive à french brand in China? --> L'Oréal!

Let's discover the marketing strategy of McCANN agency for L'Oréal in China with my notes during the 1st visit:

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Study case: McCANN - L'Oréal in China
How does survive a french brand in China?

The largest beauty brand in the world!
25 différents brands with a very hard french DNA and totally different culture.

How?
- By adopting a new nationality: "frenchinese".
What does it mean? Adapt the best of both worlds

L'Oréal is a global brand, but they need to adapt the advertising.
-> we adapt for Chinese customers
-> we create for Chinese customers (the most important part)
(Super difficult because it is a global brand)

1/ adapting
Spokesperson:
Jennifer Lopez is very famous but no in China. Only 20 movies a year is allowed in China. So you get only action movies, so no westerns or Europeans celebrities.
The most famous is: Barbara powels
= famous only for the looks (aspiration, freedom)
--> the way she looks is aspiration and freedom, that's important for Chinese people.

Important to mix Chinese and western people to create a new nationality Frenchinese!

The art of translation :
Whatever we creating in English is not the same in Chinese. Be careful about translation.
(Look at the picture)
-> each character is a concept, so the translation means more than expected! Or doesn't make any sense!!

We need to communicate with customers
Be customer centric! Always! Think like that!
-> for China, L'Oréal has to be its own women of worth!

Different ages for different products this way we talk to all women! Models with different ages!

The strategy of communication in China is stronger. They need to show a lot tea tree compares to in France we used to show the models first!

For L'Oréal, it is super important in China to speak about technology, contents, and not only the ad and models. Need to explain the why and how!

2/ credibility & beauty
The most important in China is Credibility! The singularity compares to P&G is the credibility, the natural, not too much chemical!
Lots of details to explain the how it's works! The bean is fermented, with bubbles.. natural side, like a exploration of natural science!

3/ natural science
All textures are explained with a technological guide. How do we do that? How this texture can be created? Different way to explain!
To explain a mask, they use the black of minerals, stones. You can get oils with seeds, ... what's the best way to reflects their products?

Through tradition & culture:
We have to do something special in China. Because they use a special Chinese plant, they promote it to explain how to use this plant with the story of this plant! Amazing and why!?

"You're worth it": parce que vous le valez bien!

How to market something? Which value compares to its cost. Which benefits?

How to market more than advertisement:
-> digital channels are different (own google, Own fb, ...)
Use everything with WeChat!

Collect customers needs:
- it is a very daily process to stay connect with their users. More than 7 years to understand what they need! More than 1 year to create a advertisement.
They offer lots of products to girls to collect feedback, and people does ad via blogs, YouTube, ...

L'Oréal client is very active, McCANN creates some ideas and L'Oréal sees and proposes lots of changes. They are very involved in their communication.

In china, almost all the market is online. So in all ad we have to put some QR code to bring them access to the online website.

Be customers centric and adapt locally your product and communication if you want to suceed in China!
For Chinese people, l'Oreal brings is french culture but not at all, everything is adapted for them!








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16/06/2017
7 Photos - View album

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#MARKETING COURSE IN SHANGHAI

Let's discover with L'Oréal e.g. local marketing strategy. Interesting for Decathlon too !

We visited McCANN, communication agency, in Shanghai to know more about :
-- How does survive a french brand in China? --

E.G L'OREAL:
L'Oréal is the largest beauty brand in the world!
25 différents brands with a very hard french DNA and totally different culture.

How?
- By adopting a new nationality: "Frenchinese".
What does it mean? Adapt the best of both worlds

L'Oréal is a global brand, but they need to adapt the advertising.
> we adapt for Chinese customers
-> we create for Chinese customers (the most important part)
(Super difficult because it is a global brand)

1/ ADAPTATING
Spokesperson:
Jennifer Lopez is very famous but no in China. Only 20 movies a year is allowed in China. So you get only action movies, so no westerns or Europeans celebrities.
The most famous is: Barbara powels
= famous only for the looks (aspiration, freedom)
-> the way she looks is aspiration and freedom, that's important for Chinese people.

Important to mix Chinese and western people.

The art of translation :
Whatever we creating in English is not the same in Chinese. Be careful about translation.
(Look picture)
> each character is a concept, so the translation means more than expected! Or doesn't make any sense!!

We need to communication with customer
Be customer centric
> for China, L'Oréal has to be its own women of worth!

Different ages for different products this way we talk to all women! Models with different ages!

The strategy of communication in China is stronger. They need to show a lot tea tree (pic verte)

For L'Oréal is super important in China to speak about technology, contents, and not only the ad. Need to explain the why and how!

2/ CREDIILITY & BEAUTY
The most important in China is Credibility! The singularity compares to P&G is the credibility, the natural, not too much chemical!
Lots of details to explain the how it's works! The bean is fermented, with bubbles.. natural side, like a exploration of natural science!

3/ NATURAL SCIENCE COMMUNICATION - SINGULARITY
All textures are explained with a technological guide. How do we do that? How this texture can be created? Different way to explain!
To explain a mask, they use the black of minerals, stones. You can get oils with seeds, ... what's the best way to reflects their products?

Through tradition & culture:
We have to do something special in China. Because they use a special Chinese plant, they promote it to explain how to use this plant with the story of this plant! Amazing and why!?

"You're worth it": parce que vous le valez bien!

How to market something. Which value compares to its cost. Which benefits?

How to market more than advertisement:
> digital channels are différents (own google, Own fb, ...)
WeChat!

Collect customers needs:
it is a very daily process to stay connect with your users. More than 7 years to understand what they need! More than 1 year to create a advertisement.
They offer lots of products to girls to collect feedback, and people does ad via blogs, YouTube, ...

L'Oréal client is very active, McCANN creates some ideas and L'Oréal sees and proposes lots of changes. They are very involved in their communication.

In china, almost all the market is online. So in all ad we have to put some QR code to bring them access to the online website. 
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24/05/2017
8 Photos - View album

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#PRODUCTION
We discovered production process in INDIA, at Coimbatore with Hopers. 2 days spent in knit factories to understand how products are made from cotton to t-shirts to packaging. 2 indian hopers took the lead to explain to the group everything with lots of details :-) Job Sharing !
--> Process for value creation from cotton to products:
Spreading, Cutting, Stitching, Quality, Packing, Put in carton, Scanning, Carton Storage, Final inspection, Sending

Just to know, with 1kg of cotton, we can do around 4 T-shirts, lots of wastage.

This discovery offered to each of us to practice every process by ourselves with workers. It was very interesting and we learn a lot. These days offered for workers good moments to share their daily work. Wonderful local meetings during the lunch time because we decided to eat all together in the same place to share!

Nowadays, hopers know all process and can explain to our users how our products are made, how to optimize our value chain, the wastage, the quality, how can decathlon improve its social & environment responsibility around factories.
For information: in india , workers are paid 3€/day, they get access freely to hospital, lunch restaurant, school for their children. Nobody works < 18 years old.

Have a quick look on pics to understand our processes :-)
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24/05/2017
37 Photos - View album

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Sustainability project! We are so happy to spend 3 days to build a sustainable action for Decathlon.
From conception to Retail how can we reduce our CO2 impact?
Thanks a lot Isabelle G, leader of sustanibility project for sharing with us your project.

As our concern, with "conception Team" we decided to make our product repairable by ourself or with our workshop! Let's continue to implement it in Decathlon and reduce or décote products in store!

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Sharing of our ECOnception projectfor Sustanibility -

"We want to create quality product than can last for a long time and which can be repaired"
Let's read !

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News about Decathlon Retail in Australia!! So proud of decathlon! 

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Sorry in french ;-) - Comment Decathlon adapte sa logistique à l'Omnicanal - Article dans l'Express 

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3 days of STRATEGY Class was very interesting in our Business School. We studied compagnies studies case. Nowadays, all hopers are aware about NOKIA, AIRBNB, and ALDI business models and strategies they operated.

Moreover, last thursday, we visited Euratechnologies to discover the world of Start up and incubators area. This place is organized by the city of Lille to help people, entrepreneurs to develop his own business. "80 days to launch is own start up!" I invite you to go to Euratechnologies to visit this creative and innovative area.
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22/04/2017
9 Photos - View album
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