The Nordic Hub Branding and Product Launch

in China

Design and Sustainability

2

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

9 9

Retail Shop

02 + Concept and location

+ Interior & Accessories

+ Furniture

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.

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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”

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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”

17 17

Thank You

Please contact us for more information: