Category: fmcg | 雜貨業務 | 소비재 | 食料品事業

FMCG or fast moving consumer goods sprang out of the mass industrialisation. Brands sprang up originally as a guarantee of quality. Later on as these brands needed to be promoted, we saw the foundation of the what we think of as modern marketing and advertising.

Today media and entertainment takes up an increasing amount of the household spend, as does housing, but FMCGs are a crucial part of their essential and disposable income spend.

They have nostalgia wrapped up in them, distinctive aromas, taste and packaging designs. From the smell of my Granny using so much Pledge on the TV that I was surprised it didn’t burst into flame to the taste of Cidona and texture of Boland’s Fig Roll biscuits in my mouth.

The sound of their advertising jingles was the soundtrack of my childhood. Digital advertising is largely rationale, it lacks the fluent devices that provide the centre to advertising and made FMCG advertising iconic. Fluent devices like the Peperami ‘Animal’, the M&M characters or the Cadbury Smash robots were embedded in deep marketing research. FMCG brands still sponsor the best research in marketing science.

I had the good fortune to work inhouse at Unilever and agency-side for their brands. I also managed to work on Coca-Cola and Colgate during my time in Hong Kong.

  • Yoshiharu Sato & more

    Yoshiharu Sato

    I am a big fan of Studio Ghibli – a kind of Japanese thinking mans Disney Studio. One of their alumni Yoshiharu Sato has branched out and produced this amazing advert for a Japanese alcohol brand with a strong theme of nostalgia. Like Studio Ghibli, Yoshiharu Sato creates amazingly emotive animation.  The Ghibli heritage Yoshiharu Sato got working on the likes of Arrietty, My Friend Totoro and Porco Rosso can also be see in these bread company adverts.  

    Liam Neeson

    Before Christmas Fox Studios had used LinkedIn to launch the latest in the ‘Taken’ series of films with Liam Neeson’s character Bryan Mills riffing of his ‘particular set of skills’. Well we now know who won the endorsement from Bryan Mills and here it is. Neeson has one of the best voices in Hollywood, distinctive, yet clear. It’s like Sean Connery but with less fluff and more steel. 

    The Prodigy

    The Prodigy are back and their latest track Nasty has a psychedelic urban fox video to accompany it. The fox living in urban areas is the European equivalent of the trash bandit raccoons in North American cities. There is a darkness to the artwork that matches the music. This is a world away from the jester outfits of the early Prodigy rave tracks. 

    INK Hotel, Amsterdam

    INK Hotel in Amsterdam have used storytelling to create a unique recruitment video. It is labouring heavily on the cast metaphor that service industry businesses have adopted a la Disneyland. But it is still beautifully made as a film. It is also likely to engage prospective guests based on this insider view

    Autodesk

    CAS software company Autodesk have an artist-in-residence programme called Pier 9, and created a great video about it. In some respects it reminds me of where Intel went with its creators partnerships organised by Vice Media

  • Li Ka shing + more news

    From ‘superman’ to ‘big tiger’, Li Ka shing loses favour with Beijing | South China Morning Post – interesting analysis of the changing sentiment of the Chinese government to Li Ka shing. Li Ka-shing has managed to walk his own path, even compared to other Hong Kong oligarchs. He was also able to play well with westerners. Li Ka shing was just just a man with a plastic flower factory and a headful of ambition until he persuaded HSBC to help him acquire property during the 1967 riots. HSBC bought into Hutchison Whampoa in 1979, got rid of the current taipan Douglas Clague. They then lent Li Ka shing the money to buy the business, including HSBC’s own 22% stake at a knockdown price of 639 million Hong Kong dollars. A large amount of money, but still less than the value of the assets being bought. Li has become even richer thanks to skilful use of the conglomerate discount phenomenon

    Consumer behaviour

    The Psychology of Intelligence Analysis: Drivers of Prediction Accuracy in World Politics – Journal of Experimental Psychology – interesting traits and teams rather than individuals tend to do better. It would be interesting to see how this affects the wisdom of crowds given they are a mass of individuals rather than a team per se (PDF)

    FMCG

    Most Energy Drink Companies Market to Minors, Report Finds | Time – this could be a ticking time bomb from a regulatory point of view

    Media

    Case Study: How Huawei turned its smartphone business around | Marketing Interactive – superlative headline but interesting overview of programmatic buying in China via iClick

    Millward Brown Digital partners with Snapchat | Research Live – interesting they can tell an ad

    Vinyl’s difficult comeback | The Guardian – interesting opportunity for manufacturing record press machines

    Online

    LIVEhouse.in – Online Broadcasting Service – really cool Asian content

    Security

    UK’s Cameron won’t “allow” strong encryption of communications — GigaOM – this is the most disturbing stuff I have seen and read in a long term, the Home Secretary is a political role by its very nature. It is not even an independent judiciary signing off. Secondly, given the poor understanding of technology by the body politic in the UK it doesn’t inspire confidence – if there is a back door for HMG, there is a back door for an abusive third party. Finally this is crush or encourage innovative start ups who focus on privacy to move offshore – Shoreditch to Berlin for instance. More related content here.

    Wireless

    BlackBerry Responds to Media Report – Press Releases – not talking to Samsung, it didn’t sound like it made sense to me

    Smartphones At Tipping Point In China | Young’s China Business – domestic Chinese smartphone market likely to contract 10 per cent over the next year – shipments of all types of cellphones actually plummeted 22 percent in China last year to 452 million units, led by a 64 percent plunge in 2G models and 46 percent drop in 3G ones. (Chinese article) China’s mobile users now number 1.28 billion, giving the nation a penetration rate of 95 percent. 

    Smartphone shipments didn’t fare nearly as badly as the older 2G and 3G models, but were still down 8.2 percent last year to 389 million units. That means that a hefty 86 percent of all cellphones shipped in China last year were smartphones, which were rapidly flooding the market as new players jumped joined the space and older ones ramped up production. 

    It’s worth noting that the 389 million figure is unit shipments and not actual sales. I suspect a big portion of those smartphones — perhaps as much as 20-30 percent — are still sitting in distributor warehouses and on store shelves as unsold inventory due to the market saturation – expect channel clearing sales or developing market dumping

  • A laser cut record & things that made last week

    Laser cut record

    A frickin’ laser-cut record. How awesome is this? Back in the day there were efforts to use laser pick-ups to read vinyl records in a way that wouldn’t affect the records over time. Dragging a diamond tipped needle through a groove was viewed as destructive. The first prototype was demonstrated publicly in 1977.

    An American company called Finial demonstrated a commercial product. But its business no longer made sense and eventually the intellectual property was picked up by Japanese company ELP Japan. ELP Japan build laser turntables to order. The laser cut record turns this philosophy on its head. The record is no longer a valuable artefact, but something that can be replicated over and over again.

    A simple but delightful Japanese Vine. Simple but amazingly cute gerbil with a priceless reaction when its human stops stroking it. I remember petting the dog that I owned at the time and eliciting a similar reaction of why stop. This seems to be a reaction that’s hardwired in; a sudden stop in grooming by another might indicate that they sense danger and consequently I should be on alert.

    A totally awesome Japanese game for the Sony PlayStation featuring Godzilla and all manner of kaiju. The odd thing about this Bandai Namco game is that it is for the PS3 rather than the PS4 which is gaining the lions share of console sales. One can only guess that this was a project that massively overshot its initial launch date?

    A smooth jazz version of Van Halen’s Running With The Devil, which seems to use studio stems of this rock classic. It works amazingly well, which says a lot about Van Halen’s songwriting and general musicianship

    Finally a video of park life in Beijing. It is hard to emphasise the amount of smoking that happens in China, so this video shows you instead. More related content here.

  • Modern cryptography + more things

    Modern cryptography

    Keeping Secrets — STANFORD magazine – great article on the origins of modern cryptography. Without Diffie and Hellman you wouldn’t have e-commerce, VPNs or secure messaging. Modern cryptography as we know it goes back to an academic conference at Cornell University in 1977. To learn more about this I can also recommend Steven Levy’s book Crypto, this covers Diffie Hellman right up to what we’d recognise as the modern web.

    Culture

    The Brain Dump | Motherboard – new Bruce Sterling story

    FMCG

    Li Ka-shing turns up heat on food investment with vegan cheeseburger | WantChinaTimes – interesting investments in food technology

    Luxury

    Intel Reveals Details of MICA Smart Bracelet – Personal Tech News – WSJ – interesting that they chose Opening Ceremony as their collaboration partner

    Media

    Why podcasts are suddenly “back” – Marco.org – they never went away. The challenge previously had been creating a suitable financing model for podcasts. We’ve ended up with a number of routes:

    • The content loss leader for platforms – Joe Rogan’s buy out by Spotify
    • Patreon donations and merchandise – Cocaines & Rhinestones podcast
    • Radio show style sponsorship – the Pivot podcast with Kara Swisher and Scott Galloway
    • Radio style adverts – The Economist podcasts

    Technology

    Non-Microsoft Nokia launches Android N1 tablet with Foxconn — GigaOM – interesting move that could put Hon Hai on a path to becoming a brand in its own right. Hon Hai has encouraged migrant workers leaving to set up franchise electronics stores in the past, which would be their distribution network in China. The big question is how much brand equity amongst consumers is left in the Nokia name?

    China’s global internet conference excludes many of the industry’s biggest players | Quartz – why would western internet companies bother going? They are effectively shut out of the Chinese market. Network software and equipment makers have even less incentive as China seeks to undermine stands norms for their own ends

  • Nescafe salesman + more things

    This Nescafe salesman is hard to refuse | Hong Kong Economic Insight – interesting use of technology, the robot Nescafe salesman in supermarkets. I wonder if other FMCG brands will look at this for shopper marketing? Softbank have used similar robot salespeople in their Softbank mobile phone shops. Softbank had an incentive, since it owned the French company that made their robots.

    Amazon to unveil new service for Chinese | Shanghai Daily – just in time for singles day

    PRSummit: ‘Earned Media Has A Distribution Problem’ | Holmes Report – pretty interesting take on things. Earned media has a relatively short time to get viewers, particularly on online platforms, compared even to newspapers. The panelists suggested using tactics for earned media amplification due to the short viewing window. The problem I see is that ‘more credible’ is trickier to prove than paid media measures

    Hong Kong can’t afford to lose the Umbrella Movement generation | Quartz – interesting analysis by Jack Ma. The loss of the umbrella movement generation would hit a city that is also greying. In addition, Hong Kong is less attractive to mainlanders than it used to be

    Game Changers | Wolff Olins & Flamingo – how consumers relate to brand and what brands get it. Game Changers is a report centred around five behaviours that Wolff Olins believe are shaping the future of business. These are ‘boundaryless’, ‘experimental’, ‘value-creative’, ‘useful’ and ‘purposeful’. What this hints at is a lot o tech related jargon around agile, iterative products and services. It also covers brand purpose.

    Apple Eyes New Uses for NFC Beyond iPhone Payments – The Information (paywall) – logical extension given that people like TfL are looking to do more of their ticketing using PayPass-like technology

    I, Cringely How to fix IBM – I, Cringely – interesting take, however it ignores the dynamic of the management with what will be increasingly active shareholders