Here are five factors to consider when selecting a partner to tailor your brand localization in Asian markets.
1. Navigating Dynamic Change
Asia’s dynamic markets blend overarching regional trend drivers, such as rising levels of mobile-generated consumption and cashless living, with specific local contexts. Data-driven innovation across sectors means new products and service upgrades are frequently launched.
This raises the expectations of consumers accustomed to disruption. In each market, global brands compete with agile local players, ranging from snack brands and cosmetic houses to medical instrument and electric vehicle makers, who are investing to build their product ranges, brand profiles, and service capabilities to expand internationally.
Consequently, consumers enjoy an ever-greater choice of products and purchase channels. Understanding the factors that influence buying decisions in each market can unlock sales growth. DKSH is a leading market expansion partner for fast-moving consumer goods, and luxury and lifestyle companies. On average, our clients work with us for more than ten years and across four Asian markets. They value our committed localization specialists, unparalleled local knowledge, infrastructure, and our service-driven business model.
2. Identifying Strategic Objectives
Building market penetration takes time, patience, and rigorous planning. This extends beyond customizing products and services to meet the needs of local consumers. Some of our partners want to localize their sourcing bases and build integrated value chains. To do so, they recognize that growth is more profitable if they focus on their core competencies and outsource localized elements to a specialist service provider.
Investing in sustainable expansion requires deep knowledge of local markets, regulations, and business networks. Our partners enjoy access to locally focused innovation centers where we develop and customize new product ideas. Together, we work on market-relevant technology applications, training programs, and promotional strategies. Our experienced marketing teams provide data insights to support each phase of localization.
3. Getting Pricing Right
Identifying the right price point is integral to establishing consumer trust. Widespread value consciousness means buying decisions are strongly influenced by e-commerce apps. Mobile phones constantly vibrate with notifications of a data-driven discount or buying incentive. Consumers cross-check prices online and use various cashless payment methods depending on the benefits offered by a payment provider or brand reward scheme.
No other company has direct access to as many customers in Asian markets as DKSH. Our strong local presence and network of distribution centers enable us to understand shifting attitudes toward pricing, value, and payments. Our marketing teams use real-time analytics and strong channel relationships to reassess pricing for your product throughout its life cycle.
4. Channel Management
In hyper-connected Asian markets, retail landscapes are complex. AI is reshaping the debate around digital strategy, while consumers use an array of platforms depending on various factors, including price, delivery, and purchase incentives.
While urban consumers are mobile-centric, offline channels like supermarkets, malls, and convenience stores, offer unmatched visibility for new products in second and third-tier cities. Balancing an omnichannel strategy and adjusting as demand patterns change can accelerate your brand's success.
Our data-driven strategies ensure seamless product availability, consistent shelf presence, and elevate your brand’s visibility through compelling in-store activities. Customers enjoy access to all relevant mobile channels, tailored to the e-marketplaces and social commerce apps that are most popular in each Asian market.
5. Building Social Advocacy
Creating targeted social dialogues builds brand cachet and sales. Asian markets are highly differentiated but are all experiencing demographic changes, so it is important to keep step with online conversational threads across customer segments.
Generating online discourse about a product or brand provides valuable feedback about the lifestyle likes and dislikes of local shoppers, while user-generated content can foster product awareness and credibility.
Beyond building a buzz for launches and campaigns, aspirational social narratives and creative livestreams help educate consumers seeking more information. Today’s consumers want to learn about product attributes and brand stories as part of the shopping experience. We help clients fulfill their omnichannel strategies and turn shoppers into advocates through engaging activities, continuously measuring impacts, and fine-tuning digital strategies.
