See also
vendredi 11 juillet 2014
mercredi 23 avril 2014
The fashion in Shanghai
In the Chinese megalopolis, shopping malls
compete in home style, and the western brands rush to target the quite new middle
class of the country. Our Report is on this El Dorado of the luxury.
Shanghai, the paradise of
brands
«Here, it
is the paradise of the brands! » exclaims a young woman by smiling. The
paradise has the size of a cathedral. It soaks in a cotton silence hardly
disturbed by a pianist who always plays the same air. The most prestigious shop
showcases follow one another as for a parade: Prada, Hermes, Dior, Loewe,
Cartier, Celine, and Louis Vuitton,lapoigneedemain... The paradise is a shopping mall, Plaza
66. Welcome to Shanghai, the city of the two thousand towers, symbol of modern China
in full take-off which gets tipsy on shopping.
In front of
the door of Plaza 66 extends Nanjing Road which, from east to west, aligns all
the categories of shops, the cheap in the style. They are opened seven days a
week, till 10 pm. Girls and boys raise red hair henna or blond straw. Nice and
clean couples hold the hand of their only, necessarily unique child. There is
also, appeared from another world, old sir in jacket Mao worn thin walk slowly.
Consulting in Shanghai
It is
hardly pushed aside by a woman with the tanned face which carries in balance of
the piles of vegetables in baskets of bamboo. At day fall, mothers appear back
trees, brandishing their children with the empty eyes which hang on to the
passers-by for some Yuan. But, the weekend, on Nanjing Road, about two million
people go window-shopping. Here, the El Dorado has to meet its paradoxes.
On Nanjing
Road, huge posters praise the value of the most powerful cosmetic brands.
Virginie Ledoyen and Laetitia Casta (French celebrities), all smiles on panels -
advertisement Paris L'Oréal, are next to an immense advertising Dior Capture.
Just in front of Plaza 66, Lancôme settled last June a Zen shop; it is the replica
of the one which opened a few months later in Paris.
jeudi 3 avril 2014
School in Shanghai before technology in Africa
In Shanghai,
the most difficult for an institution of higher education are not to sign a
partnership but well to make it live. Experience feedback with the UTSEUS, the
establishment launched jointly by three French universities of technology and
university of Shanghai. After four years of discreet existence, this
engineering school, which accounts 800 Chinese students, wants from now on to
open to the search and the international.
University of Shanghai
Created in
2005, this "university" in the university occupies modestly the third
floor of one of the buildings of the campus of Baoshan, in forty five minutes
of the city center of Shanghai. It is
designed as an American-style modern and green campus of about a square
kilometer. Any merged promotions, about 750 Chinese students follow their
studies of engineer in the UTSEUS today. They enter it having pass the Gaokao,
national competition of university entrance. These students spend the first
three years in Shanghai. 140 better have then the possibility of coming to make
their two years of Master's degree in one of the three UT(C) French. Others
stay in the University of Shanghai. At the same time, about twenty French
students end their last year in Shanghai.
The project
arose from the will of the UT(C) to implant a campus in Asia. «We always
thought that in a globalized world, it was necessary to go beyond the
agreements of double diplomas. We began with a classic market study and
canvassed from 10 to 12 universities; remember JX Paulin, then project manager
of the network of the UT(C) for the creation of the UTSEUS. What are our
conditions? Conclude a partnership with
a university which makes a commitment strongly in a city which moves. We knew
that the biggest Chinese universities (Tsinghua, Jiaotong) would not be
interested to put all their eggs in the same basket.
Develop technology in
emerging countries
Managed by
the government of the city-province, the University of Shanghai, which counts
among 100 better establishments of the country, turns out Francophile. Two of its
vice-presidents studied in France. It is
a precious tendency. But SHU sees especially its interest there. «We wished to
transfer the French model of the trainings of engineers and to prepare our
graduates to work in an intercultural context ", asserts Zhou Zhewei,
executive vice-president of the university of Shanghai.
This kind
of project met the success in China and is now going to be developing in Africa
as well, to contribute to the rise of the technological part of Africa. For
instance, JX Paulin will launch as specifically designed tablets for educative
purpose in emerging countries.
jeudi 20 mars 2014
How to do a good teaser
Any teaser can
be successful if it arouses of the interest and proposes to the Internet user
the ways to spread it. But how take it there?
The need of a good teaser
But even
before wondering which size to choose, the announcer has to define the
objectives which he wishes to see filling by his campaign because this one is
expensive as well as a classic campaign. It is about a generally known campaign,
about a product launch, about a necessity of enriching its base of e-mail
addresses... which case needs to favor a participative, playful device, etc.
Objectives
which will take a coded) shape: number of views, visitors, shared devices,
e-mail address collected. That is why it is necessary to plan from the
beginning how to measure the efficiency of the viral device in the same way as
a more classic teaser campaign. " We shall set up a partnership with the
platform of division, a solution of
tracking or another meter on the player ", proposes Arthur Kannas,
president of the group Heaven. To be viral, " the device must be sent by a
person to at least five others ", estimates Grégory Pouy, director
strategy and communication at Vanksen.
Make your own good teaser
But there
is no viral device without technical support which allows sharing it. Indeed,
calls back Grégory Pouy at Vanksen, " it is necessary to allow first of
all the Internet user to pass on it in his/her turn, easily, to other people,
that is by means of a permalink code or an embed as regards the video ".
The permalink is a link which we pass on to another Internet user and who gives
directly access to the video. The embed is a code which allows to add the video
on a blog.
There is no
miracle; certain subjects are more carriers than others: the humor, the
extreme, the hoaxes, the parodies, the performances, and the celebrities even
if they are false. But it is necessary to pay attention not to exceed the
limits of the propriety by taking the easy way out as to play on a cultural
fact or an event, on prejudice or clichés. Unless making it aptly. Romain
Achard quotes the Record example of The Beach which took out with an enormous
success the song "Headbutt" further to the gesture of Zinedine
Zidane. Otherwise, we can play with the ambigüité by urging the Internet user
to wonder if what he sees is true or not (even the example opposite).
Some example of teaser
jeudi 13 mars 2014
Discussion during Breakfast : Why come to Africa for Shanghai'er?
Today we will have a smart breakfast. It's time to discuss about business issue. Is it relevant for Shanghai based company to invest in Africa?
Invest in Africa for Chinese Company
After Asia,
Brazil or Russia, African continent is to become the next emergent pole. From
2012 till 2030, the increase of the annual GDP(GROSS DOMESTIC PRODUCT) would be
even slightly superior to that of Asia, to 4,8 %, against 4,6 %. And big cities
would see their population increasing strongly, with 300 million inhabitants in
more. The continent has everything to be «the next big consumer market of mass
in the world ".
According Chinese gouvernement, five faster-growing cities are Johannesburg (South
Africa), Cairo (Egypt), Luanda (Angola), Lagos (Nigeria) and The Course (Cape)
(South Africa). Most of 96 cities studied in this study visit their population
to increase very strongly. The number of inhabitants of Lagos is so going more
than to double before 2030, to reach25 millions. It will be then most big city
of the continent.
All in all,
the African big cities are going to count 300 million people moreover, in
seventeen years. The increase of the GDP(GROSS DOMESTIC PRODUCT) and this
demographic dynamic are going to engender a boom of the consumption. This spending
should double in Johannesburg by 2030), and to be multiplied by three or five
in cities as Abuja (Nigeria) or Luanda.It is really intersting for China based company
But these
future consumers will have no same purchasing power from a city to the other
one. In Lagos, the new middle class will buy especially staple commodities, at
a low price. Before 2030, every inhabitant should so double his spending of
food.
In Luanda,
on the other hand, where the middle class should be a little easier(more
well-to-do), the level of the food spending(expenses) should decrease in half
with regard to(compared with) the total consumption. He will continue to grow
in absolute term. The spending in restaurants, hotels and activities of leisure
should, them, increased tenfold.
Finally, in
the cities where the inhabitants have higher income, as Johannesburg, the
distribution of the spending will remain, probably, more stable. This analysis
of the future types of consumers, city by city, on the most promising continent
to the world, is the real gold mine for the companies which have ambitions in
Africa.
vendredi 21 février 2014
Breakfast in China
To the menu: salty plates and lacteal products for some years. Guaranteed disorientation!
We do not take bread (neither toast or that grows etc), saussisson, nor chocolate. We take milk of soybean in the morning, say also dou jiang last years, take a bit more milk. For the food, is here the typically Chinese breakfast:
The salty breakfast
In China, as in the immense majority of the Asian countries, the breakfast is a food as others. It is clear, to this title , of traditional salty plates that they change so according to the regions and the families.We do not take bread (neither toast or that grows etc), saussisson, nor chocolate. We take milk of soybean in the morning, say also dou jiang last years, take a bit more milk. For the food, is here the typically Chinese breakfast:
- The porridge of rice (congee or zhou), compound(made up) of creamy for a long time boiled, served rice in a bowl with its liquid of cooking,
- Noodles decorated with varied ingredients (vegetables, meats, shrimps).
- Steamed brioches baozi ), nature or stuffed by meats or by vegetables.
- Ravioli ( hundun ) stuffed and cooked in a broth.
- Crêpes(Pancakes) in the egg (bing dan), go out of pancakes cooked on a hot plate(patch) with a broken egg above and a side dish(filling) to the choice (chopped green onion, aromatic herbs, pickles, wipes).
- Hard-boiled eggs recooked in some sauce soya mixed with tea leaves, what gives them a surprising color for the Westerners.
- Long doughnuts(fritters) of fried dough (you tiao) which look like a little salty(steep) churros.
During morning and until the lunch, the body is going to live on the energy made and put in reserve during the dinner of the day before(watch). The Chinese point of view on this subject joins perfectly the modern biological knowledge according to which is needed approximately 12 am to digest completely a meal.
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