2023 is known as the first year for Chinese brands to go overseas, and the trend of going overseas in 2024 will continue to be frenzied, and there is even a consensus that "if you don't go to sea, you will be out".
China's supply chain advantages have existed for the past two or three decades, formerly called "Made in China - Made in China", with the new trend and trend of Chinese enterprise globalization, now slogan has become "Brand from China - Chinese brand". According to Amazon data, Chinese brands such as Ecovacs have achieved good results in the Black Friday promotion season, and overseas cross-border platforms have released a signal that brands have ushered in a bonus period when they go overseas.
In recent years, the dividends of domestic traffic have peaked, and Chinese consumer brands in various segments have invariably come overseas to find new growth curves and life cycles. The North American market has a huge consumer group, highly developed network infrastructure, perfect legal system and diversified cultural background, including "Mojue MOJAWA", more and more overseas enterprises, not only looking for a second market, but taking North America as an important channel for the entire brand to expand, set sail in North America, and accelerate globalization.
However, different regional markets have different industry standards, as well as very regional user preferences. Brands need to understand culture in order to know the aesthetic trends of consumers, which requires brands to have a very deep insight and cognition of users, focusing on matching market demand and packaging brand stories.
In 2023, MOJAWA will work with inDare to upgrade a full set of brand VI, including brand visual identity upgrade, brand super symbol building, and brand packaging design. inDare helps reconstruct the brand super symbol of Mojue, create a highly recognizable brand image, show the connotation of "inclusiveness" of the brand, reduce the communication cost at the technical level, and help "Mojue MOJAWA" appear in many overseas exhibitions such as IFA and CES with a new image, attracting attention.
Exploring the "Unknown World"
The words bone conduction, open-ended, and in-ear are the hottest keywords in today's Chinese and even global headphone market. According to the IDC report, in Q3 2023, the sales of true wireless earphones and over-ear earphones have declined by varying degrees, but the shipments of the bone conduction earphone market have performed strongly, with a year-on-year increase of 42%.
Although the scientific and technological attributes of bone conduction headphones are strong, they are still a new product of "niche frontier" for the majority of consumers. As a rookie brand that was only established in 2021, Mojue quickly topped the sales list of Tmall bone conduction headphones shortly after the launch of the new product Run Plus. This also means that Mojue has fought its way out of the encirclement in the bone conduction headphone industry, which is almost "dominated" by the head brand Shokin.
Brands seeking growth should not be limited to quantity, but also need to think in the new business environment. At present, North America is still the dominant market for bone conduction headphones, and it has the largest market share, generating high revenue and profits. Different from the consumption habits of domestic consumers of "one product and multiple platforms", when North American consumers see a new product, they will search for information such as "brand tonality" and "brand value" on the Internet, and actively conduct their own research on the brand before purchasing, and their purchase decisions will be affected by the brand value.
Based on the brand concept of "exploring the connection with the world", the design team of inDare started from the core technology of Mojue bone conduction headphones, excavated its brand value and product tonality, and designed a new brand visual identity;
Based on the visual unity on the surface and the value system inside, the brand VI designed by inDare provides Mojue with value transmission, high recognition, easy communication and strong extensibility, reflecting and conveying the brand value from all aspects, further enhancing the brand image of Mojue, helping Mojue find its core competitiveness, and improving Mojue's influence and competitiveness in the global market.
Find the "identity" of the brand
Just like the multiple identities of people, brands will have their own "identity" because of their products, services and other styles. For example, a men's clothing brand has a male identity, while a jewelry brand has a female identity, and a traditional drug brand has a traditional identity, while the latest computer brand is fashionable.
Finding the right brand "identity"
Need to dig into "individuality"
Mojue is a brand that makes tactile vibration technology around the human sensory system, using technology to continuously explore the unknown world.
Starting from the core technology, the design team of inDare extracted the visual symbol of "vibration curve", combined with the initial letter "M" of the English name "MOJAWA", to do the visual symbolic fusion to form the exclusive super symbol of Mojue.
The graphic logo has visual guidance, and the infinite sense of extension implies that the ink sense is constantly explored and transmitted, so as to realize the link between users and the world.
MOJAWA Chinese and English fonts follow the visual image of super symbols, continuing the frequency curve, English fonts use the minimalist performance of capital form, showing the brand's sense of electronic technology, while Chinese fonts choose a fine, regular form to express the brand's "non-attack" inclusive thinking, integrating technology and humanities.
Through the combination of blue-green color, which symbolizes the vast sea and sky and the infinite future, and the embellishment of technological gray, it injects the power of rational technology and perceptual vitality into Mojue.
Design the first surprise of the product
The importance of product packaging lies in the ability to provide protection for goods and convey product information. A good product packaging will not only give people a sense of eye-catching visually, so that consumers are willing to take the time to understand the product, but also psychologically capture consumers' interest in purchasing.
inDare builds a packaging image for Mojue bone conduction headphones, and uses "difference value + creative communication" as the packaging strategy to tell a moving story for products with its own marketing power.
TO VISION
Reduce the difficulty of information extraction
In order to visually express the product form, inDare uses the frequency of the band generated when the wideband sound vibrates as the visual element to form the outline of the earphone, and then prioritizes the IP68-rated waterproof selling point to achieve the first layer of customer information communication.
TO CUSTOMER
The design fits the user's habits
Considering the rear hanging design of the entire bone conduction earphone, compared with the traditional folding and storage, we have made a ring design, which is small and cute, and it will not take up much space when put into the bag, but it can better protect the earphones.
TO FUNCTION
Make it more interesting
Based on the Mojue bone conduction headphones, the audience is mainly for outdoor and sports enthusiasts such as running, cycling, swimming, etc., the brand card is made into a running person with moiré pattern technology, integrating into the city and nature, increasing interest and social attributes, and deeply understanding the product through the internal and external visual scenes.
From element refinement to visual expression to product performance, each layer of pheromones is effectively transmitted, and differentiated value and resonance are conveyed with packaging, so as to promote the best commercial value of products.
Find an alternative solution to Plan B
Technology is the core, the brand is the external core, and long-termism is exchanged for the recognition of Chinese brands in overseas markets. The French philosopher Baudrillard has a classic assertion about consumption: what people are more attracted to in consumption today is not the function of the object itself, but the symbolic meaning that is manufactured.
However, the real going to sea cannot be based on loneliness, but requires "in-depth localized management". In the overseas scenario, we should consider more cultural commonalities rather than differences. Chinese enterprises are inseparable from a key point when going overseas - localized design.
"Localized design" here consists of two levels:
One is the localization of product material and functional design. Starting from the consumer's lifestyle, lifestyle, living habits and living standards, the material function of the product is designed.
One is to use elements that resonate with the value of the brand to do "regional" design. Localized emotional connection can give brands and products unique charm, resonate with users visually, linguistically and symbolically, and make it easier to gain the goodwill and trust of local consumers and win word of mouth for the brand.
Some of the most popular overseas brands have a clear personal proposition, or the original intention of the brand related to environmental protection, science and technology, and animals that is concerned by young people, and help the brand to quickly establish and continue the brand through a tense brand image in the early stage of brand establishment.
inDare provides product solutions and brand strategy services for many brands, combines the characteristics of brand, market insight and local users' shopping habits to judge, and outputs professional brand design, brand packaging, product packaging design, brand strategy and other businesses along the existing tonality of overseas brands, so as to strongly associate brand design, product design and packaging design, highlight the competitive advantage of the brand, and accelerate the establishment of consumers' cognition and emotion of the brand to sales conversion. Today, the cumulative global sales output of the works of the inDare design team is nearly 30 billion yuan every year, and it is sold to 100+ countries and regions around the world.
The era of "great navigation" of Chinese enterprises
From the world's largest automobile export, to the popularity of short dramas in North America, to the overseas cross-border e-commerce conquest, from Internet application enterprises to digital infrastructure, overseas enterprises and products are becoming more and more diversified, and the overseas market has blossomed everywhere from Southeast Asia, Europe and the United States in the past, to the emerging Middle East, Africa and Latin America.
Nowadays, the overseas products cover all categories, and the overseas radius has expanded from "offshore" to "ocean", and many overseas companies are Born Global, which has focused on creating a truly global product or service from the beginning. The "Age of Discovery" of Chinese enterprises has begun, and the wave of Chinese enterprises going overseas has swept in, forming an unstoppable new trend.
inDare hopes to cooperate and communicate with more companies with a strong core, jointly create more innovative products and brands, go abroad together, and establish Chinese brands with innovative products.
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