what we do
about enovate
enovate is an insights and design firm located in Shanghai, China. We combine on the ground consumer insights and an experienced strategy team to develop innovative solutions for China’s emerging consumer market. We work with multinational and Asia based brands, agencies, and investors looking to expand and push the boundaries of innovation in the growing China consumer market. Our core strengths are:
- insights. consumer insights and trends
- strategy. fresh ideas for market entry, product/service development, branding
- design. product/marketing campaign design
enovate’s’ experience includes helping companies like Coca-Cola, New Balance, Unilever, and Anta to identify and take advantage of youth insights and new brand concepts.
our process
We work with brands on a multi-step innovation process. First, we gain insight and identify trends in a client’s market/industry through on the ground research, analysis, and consumer testing using our extensive and geographically diverse network of emerging Chinese consumers.
Second, we take these insights and work with the client to develop a consumer focused strategy-—be it new product development, entry into the market, or a creative marketing campaign.
Finally, we can see through to execution by using our creative team and our network of partners in the industry. This process of insights, strategy, and design drives bottom line business growth within the China market—a market where great ideas can often fail during the execution phase.
who are the emerging consumers?
via mobileyouth.org
“By 2015 there will be 500 million people under age 30 in China–roughly the population of the entire European Union.”
The post-1978 economic reform generations—often referred to as the 80s and 90s generation—are very different from their parents. This group is becoming increasingly wealthier, increasingly dissatisfied with status quo, more speculative in its behaviors, more likely to travel domestically and abroad, and more likely to purchase leisure products and other consumables.
This group spends its leisure time watching TV, surfing the Internet, shopping, and socializing. While traditional values such as education, integrity, responsibility, patriotism, concern for others remains intact over time and across generations, some newer values borrowed from trading nations have permeated all levels of society, including divorce, economic independence, “selfish” pursuit of happiness – they are aspiring for subjective freedom and seeking the rights of a person as an individual.
Local and foreign brands have the ability to appeal to this expanding consumer group and help them achieve their dreams and individuality through localized and tailored products and services. A process that first starts with better understanding this consumer group.
giving back
enovate is passionate about social innovation and takes on several pro bono projects each year. Read below to find out more information about projects we are currently involved in.
greennovate
enovate and Greennovate share similar names and similar passions. Along with Greennovate we are currently conducting the largest survey ever concerning Chinese youth consumer attitudes towards environmental issues in China. To find out more about this survey and Greennovate’s, Made Green in China (MaGiC) initiative, click over to their website.
biking initiatives
At enovate we are heavily involved in the local bike scene, both as active riders and as activists for change. We are currently partnered with a highly motivated team known as Cool Bike where we are conducting research into biking and quality of life issues amongst Chinese youth. We were also involved in the first Shanghai Alleycat Race on 2009 and many other Cool Bike events.
TedxShanghai
enovate was a strong force bringing TED to Shanghai. Heavily involved in the design and operations of the first TEDx event in June 2009, enovate is currently working with Ogilvy Shanghai on a series of events in 2010 related to the Shanghai Expo.
