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THE NORDIC HUB - Background
Chinese Market
This Chinese market evolving rapidly and
this change also reveal a number of
opportunities. Currently, the middle class
segment is estimated to make up for more
than 350.000 million people. Through
increased buying power, education,
curiosity, international business and
travelling, the market for unique and
authentic lifestyle brands has matured.
Market Development
When entering a significant different
market, such as China, it takes persistence
and time to establish the brand awareness
and associated sales channels. The
presence and placement into outlets
recognized by your audience is critical.
There are big demands from investors and
channel partners such as museums,
galleries, retailers and shopping malls to
represent Nordic designers and brands.
Branding
The Chinese audience is very critical and
heavily exposed to local and international
brands. The branding is critical, but also a
great opportunity to create a story telling
universe. The quality and prestige of
foreign brands are favored by the Chinese
audience, but pricing is also relatively
high. No need to say that DNA of your
brand is critical for succeeding on the
Chinese market. Authentic brands with
appeal, storytelling content and clear
messages, are already one step ahead.
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+ Concept and location
+ Interior & Accessories
+ Furniture
+ Work Station
+ Meeting facilities
+ Accommodation
+ Programs and Services
+ Venue/Event Online Intro.
+ Media Plan (TBA)
TABLE OF CONTENTS
+ Show-room
+ Design Workshops
+ Nordic Taste Bar
+ Events
+ Branding Material
+ Proof of Concept
Nordic Space Retail Shop
Representation Programs and Services
01 02 03 04 INTRO
Pages 14–17 Pages 12–13 Pages 9–11 Pages 6-8 Pages 4-5
+ Introduction
+ Venue
4 4
+ Introduction The Nordic Hub is facilitated by CAVO Public Relations and iQubator.
CAVO is a leading PR and branding agency working with commercial space developers in 1st,
2nd and 3rd tier cities. iQubator is a market entry platform for the creative industry.
The Hub is hosted by the new lifestyle space in Shanghai, FOR Space.
There is no final recipe for how to succeed on a significant different and new market, but the
Nordic Hub provides the frames and supporting capabilities to unlock the potential.
5 5
Venue - FOR SPACE
REPRESENTATION/SHOWROOM
MEETING FACILITY ON APPOINTMENT
PROMOTION AND SALES
EVENTS AND WORKSHOPS
RETAIL STORE
6 6
Nordic Space
+ Show-room
+ Design Workshops
+ Nordic Taste Bar
01 + Events and Lectures
+ Branding Material
+ Proof of Concept
“Symbolized with the timeless simplicity, sustainability and functionality – Nordic design has an
important role to play for an increasingly sophisticated Chinese audience . BUT must be experienced in
a context”
7
Nordic Space and Show-room
DESIGNER WORKSHOPS
PHOTOSHOOTING
BRANDING
PROMOTION
CREATIVITY
EVENTS AND ACTIVITIES
STORYTELLING
ENTERTAINMENT
EDUCATIVE
Experience and Engagement
VIP Floor (5 th) 316 m2
- Roof-top terrace area. Natural l ight
The Nordic Space will be
operating from medium
March
State of art design and technology
8
ACTIVITIES
Nordic Space
Lectures, Design Workshops & Events
Designers, craftsmen and industry experts
will share their insights and creative
endeavors in bringing out beautiful and
functional design:
+ sounds and acoustics
+ design and craftsmanship
+ sustainability and creativity
Photo Shooting & Filming
Make your product and marketing
photos in the Show-room or on
roof top terrace
SUSTAINABILITY,
DESIGN,
SOUND,
LIGHT,
TECHNOLOGY,
CONNECTED TO NATURE
INNOVATION,
NECESSITY & DESIRE,
PRACTICAL & BEAUTIFUL
10
Retail Shop
ACCESSORIES
INTERIOR
FURNITURE
OUTDOOR
DESIGN,
Concept and Location
The retail store is operated as part of the FOR Space design bookstore – with books on the ground floor and design/ interior on the 1st floor. The Nordic retail area is 80 m2 situated next to the window facing the subway and busy street with an attached terrace space. The retail space is opening in mid April.
11
ACTIVITIES
Retail Shop
Staff Training
Must learn selling points on
Design and craftsmanship
Sustainability and creativity
Nordics
Reference and Costumer Feedback
Product sales testing
Placement testing
Merchandise and retail concept
12 12
Representation
03 + Work Station
+ Meeting facilities
+ Accommodation – Visiting Designers and “Friends”
13
FACTS
Representation Support
Market entry advice
Contract negotiations
Partner and Investor
introduction
Representation
Design Cluster Network
All under same roof
Meeting Facilities
Work Station
Great Infrastructure
Hotel in FOR Space
Next to Subway
25 min to the city center
40 min to international airport
10 min to International Expo Center
14 14
Programs and Services
04 + Programs and Services
+ Venue/Event Online Introduction
+ Media Plan (TBA)
“China is a significant different market in most aspects ranging from import regulations, to social media,
branding, business culture and the understanding of Guanxi etc. Therefore, more risk is associated to the
process of developing a successful approach to the market”
15
THE NORDIC HUB
Programs and Services (some additional and some included in monthly fee)
The Nordic Hub also offers a "hands-on” entry programs in which necessary market research is conducted and direct feedback from Chinese consumers from retail shop and show-room is obtained. The purpose is to achieve first sales and a "proof of concept“, that is needed before the next step roll-out. - workshops and lectures - import test -training of sales staff -marketing, branding and story-telling concepts -merchandise concepts -test of retail sales/ product market testing -pricing exercises -introduction to the contract market -individual sparring with relevant industry experts -feedback from potential commercial partners Group programs can be of permanent and temporary nature. They would typically be integrated with ongoing activities (for example workshops and lectures), but could also run separately.
Media
Events
Work-shops
Retail Shop
Representative Office
Meeting Facilities
Hotel Accommodation
Design & Space
Solutions
Photo-Shooting
Product Testing
Working Station
Event Platform
Show-room
Consumer Surveys
Good Infrastructure
“The Nordic Hub provides a set-up that
minimizes the risk, optimizes the first
entry steps and prepare for a national
roll-out for Nordic designers in China”
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