葛蘭特李的 中國隨記 #1 案例分析: 從廣州天河區麥當勞了解全球在地化戰略

(原文寫於2014/1/9)

我曾經以為,台灣吃到的麥當勞跟美國的一模一樣。

第一次聽到”glolocalization”(全球在地化) 是2008年大四在全球行銷課書上學到的,那時只是感覺很新鮮,沒有太多體悟。 但這一個月感受尤其深刻。從去年10月到現在,三個月的時間,我從美國矽谷、到台灣台北,再到中國廣州,在三個不同的城市生活,對”全球在地化”,有無比深刻的體悟。

中國吃到的麥當勞,跟台灣以及美國的,非常不一樣。以下我從產品、服務、環境、消費者等四個角度進行客觀簡單的競爭者分析:
加州聖荷西麥當勞
產品:價格低/ 漢堡大/飲料大/選項多
服務人員:美語/服務態度中/自己收餐盤/年齡大
環境:一般/自助拿醬料
消費者:藍領/工作服/不打扮/25-40

台灣台北善導寺附近麥當勞
產品:價格中/漢堡中/飲料中/選項中
服務人員:國語/服務態度好/自己收餐盤/年齡中
環境:乾淨/發醬料
消費者:學生/制服/普通打扮/15-30

廣東廣州天河區林和西路麥當勞
產品:價格高/漢堡中/飲料小/選項少
服務人員:粵語/服務態度中/幫忙收餐盤/年齡中
環境:一般/發醬料
消費者:白領/上班服/打扮/25-35

(上述整理為個人觀察) 麥當勞只是眾多品牌的一例。想想Starbucks近幾年主打的在地化城市盃款,再想到台灣7-11銷售的在地化產品。即使是世界級品牌,每一個區域的品牌策略、每一個專注的細節都是不一樣的。最近我居住附近的天河區,就即將開幕一間全新的麥當勞,我自己估計會被設計成有寬敞的空間、加強咖啡廳的時尚氛圍,歡迎消費者停留(welcome to stay in retail)。
By the way,在廣州麥當勞,早餐可以買到豆漿燒餅喔! wKgB6lO_iF-ATJeKAAGummtHR0w84
Screen Shot 2014-06-22 at 11.22.05 PM

Vblog – Wake Forest Retail Innovation Challenge Team Aurilie

One of the very first lessons I learned in MBA was “elevator pitch”. What’s elevator pitch? Basically, it is a short summary to concisely describe one object to your audience. The object can be a business solution, a personal introduction, a picture…etc. The speech is usually within one or two minutes.

In business schools, MBA students are trained to deliver elevator pitch. We have to be able to say who we are, what we do, and why our products work efficiently and effectively. (Products can be a person, a business idea, or anything.)

Though elevator pitch is called “elevator” pitch, I had never seen anyone doing it in the real elevator until Wake Forest Retail Innovation Challenge.

Wake Forest Innovation Challenge was one of the most exciting and unforgettable memories I have ever experienced in the MBA school: Pitching new business plan idea in the real elevators to venture capitalists and industry experts. The experience was simply overwhelming and breathe-taking. I wrote a blog post detailing the experience, check it out in: Wake Forest Retail Innovation Challenge.

Unlike the old post with lots of words, this time, I want to show you what it feels like in the real elevators! Check out the following videos presented by the Retail Innovation Center at Wake Forest University. I was getting bumped while watching the videos.

(Introduction of the competition)

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