Blue Focus(SZ:300058) Tai Mei Ti A P P·2026-01-22 10:21Core Insights - Chinese emerging technology brands are transitioning from low-end price competition to high-end smart and scenario-based branding in North America [1] - The CES event showcased the significant presence of Chinese brands, particularly DREAME, which emphasizes a shift in global brand image through comprehensive marketing strategies [1] Brand Strategy - DREAME's president highlighted three key strategies for building brand awareness: leveraging global exhibitions like CES, enhancing online and offline marketing, and engaging with influencers and sports stars [2] - The importance of balancing global brand consistency with local expression was emphasized, as different markets require tailored approaches while maintaining core brand values [2][3] - SKG's marketing director noted the need for unified brand tone across all channels and adapting marketing strategies to local cultural events and consumer behavior [3] Product Innovation - DREAME introduced several innovative products at CES, including a smart home robot capable of various household tasks and a stair-climbing vacuum cleaner [6] - Baseus showcased advanced mobile digital products with features like fast charging and smart temperature control, as well as innovative security cameras with AI capabilities [7] - SKG presented a range of massage devices utilizing advanced materials and technology for enhanced user experience [8] Market Insights - DREAME identified specific user needs in North America, such as the demand for stair-climbing vacuums due to the prevalence of multi-story homes [9] - Differences in user preferences between North America and Europe were noted, particularly regarding carpet cleaning needs and product functionality [10] Brand Positioning - The shift in perception of Chinese brands from cost-effective to high-end was discussed, with a focus on the importance of user insights and product innovation for long-term competitiveness [16] - Companies are investing significantly in R&D to maintain innovation, with DREAME allocating over 7% of its revenue to this area [16] Globalization Challenges - The complexities of global brand management were highlighted, emphasizing the need for localized strategies that respect regional differences while maintaining a unified brand message [24][25] - Companies face challenges in navigating compliance and market entry, with a focus on building trust and effective communication with local consumers [21][22] Marketing Strategies - Effective marketing in North America requires a blend of online and offline strategies, with a strong emphasis on community engagement and local partnerships [20][21] - The importance of adapting marketing messages to resonate with local cultural values and consumer expectations was underscored [23][25]