Nomava Zanazo: 4 myths and misunderstandings about doing business in Africa | TED

Transcriber:

翻译人员: Sharon Tang 校对人员: Bruce Wang

我得说句实话，

一般来说公司们都会低估我，

而我想改变这种情况。

我认为当公司们谈及 要把他们的产品和服务

I've got to be honest,

companies tend to underestimate me

带给欧洲和亚洲的消费者时，

and I want to change that.

他们会很自然地考虑这些因素： 例如他们在哪里购物，

I think that when companies talk about bringing their products and services

他们买东西之前会考虑什么因素，

to my European and Asian peers,

他们对品牌的忠诚度 以及谁会影响他们的消费？

they automatically consider things like, where those peers shop,

这当然很好。

what are the considerations before purchasing a product,

这样做生意很精明，市场营销也做得很好。

are they brand-loyal and who are their influencers?

但我不确定 当这些公司想向我销售产品时，

That's great.

他们是否会同样自觉地，

It's smart business and good marketing.

考虑这些因素。

But I'm not sure that those same considerations

在我的工作中，

我为那些正在考虑 投资或扩大其非洲市场的

are automatically being made

when companies talk about bringing their products to me.

公司和个人 提供建议。

In my job,

I advise companies and individuals that are looking at investing in

然而当我和他们交流得越多，

我越意识到

还有很多的公司， 组织及个人

or expanding their African footprint.

And the more conversations I've had,

他们对于我的认识，

the more I realized

that there are still so many companies, organizations and individuals

不管是作为一个非洲消费者

还是作为非洲55个国家之一 的一位公民，都存在一定的误解。

that still completely misunderstand who I am,

我是一个南非公民，如果你想知道的话。

not only as an African consumer,

这真的很可惜，

but as a citizen of one of Africa's 55 countries.

因为这些误解把 “赚走我钱包里的钱”这件事

变得困难。

South Africa, in case you're wondering.

而且显然的，这不光涉及我的钱包，

That's a real shame,

还涉及13亿潜在的客户。

because these misconceptions will make it hard

to win my share of wallet.

那可是不少的钱。

And obviously it's not just my wallet on the line,

而且我认为如果你是一家公司，

but that of 1.3 billion potential customers.

如果你找不到正确的方式

There's a lot of money to be made in Africa.

现在进入非洲市场，

And I think if you're a company

你可能会很可惜地错过这个风口。

所以，让我帮你澄清一些

and you don't figure out how to get into Africa now,

in the right way,

关于非洲以及它的居民的 谣言和误解。

you might sadly miss the window.

So let me help you by debunking some of these myths

第一个谣言：

非洲人贪便宜。

and misunderstandings around Africa and its citizens.

也许是由于非洲历史遗留的 贫穷饥荒的印象

The first myth:

让很多人以为 我们只会买最便宜的产品。

Africans are cheap.

Maybe it's because of my continent's legacy of poverty and famine

有很多公司仍然认为

他们可以把他们最廉价的 产品倾销给非洲。

that makes people think that we just go for the cheapest product.

这样的观点其实是非常危险的

There are still many companies that think

they can just push their cheapest product lines into Africa.

因为我们并不想商店里有什么就买什么

But that is a very dangerous assumption to make

我们想买的是质量好的东西。

because we don't want to just buy anything that appears in our stores.

实际上，基于我们公司做过的调查，

But we are focused on buying things of good quality.

我们所研究的消费者

In fact, according to research done at my company

来自构成非洲 80% GDP的国家，

我们在做购买决定的时候，更多考虑的是质量而不是价格

where we studied consumers that come from countries

that make up at least 80 percent of the continent's GDP,

相较于大多数发展中国家和高速发达市场， 我们的这个倾向更为明显

we found that we actually make decisions of quality over price

在非食品类用品上， 价格因素一般排在

more so than most developing economies and rapidly developed markets.

耐用性，功能和效率之后。

Price usually come second after durability,

在食用类产品上， 价格因素则排在味道和营养之后。

functionality and efficiency in non grocery items.

即使是那些在许多非洲国家中

And it comes second after taste and nutrition in grocery items.

构成最大的社会经济群体的 最穷的人，

Even in the poorest of consumers

他们也愿意为了质量付更高的价格。

who make up the largest socioeconomic group in many African nations,

说到这，我再说点别的。

they are still willing to pay a premium for quality.

新的非洲消费者，如我自己， 是和这世界有连接的。

On that note, let me tell you something else.

是的，我们会旅行。

是的，我们有网络。

New African customers like myself are connected to the rest of the world.

所以别想着我们不会注意到 质量的差别

Yes, we travel.

以及你们放到南非商店里的衣物

Yes, we have the internet.

So don't think that we don't notice the differences in the quality

和我能在你们的欧洲分店里买到的衣物的季节性的差别。

and the seasonality of the clothes you push to your South African stores

哦还有，

别以为我和我的朋友 不会注意到

versus the one that I can buy in your European branches.

我们在本地商店购买时的价格

And by the way,

高于我们在你们的欧洲门店看到的价格。

don't think that my friends and I don't notice

这种做法必须结束了。

that we have to pay a premium when we shop in your local stores

如果你想来非洲做生意，

versus when we shop in your European stores.

只把你最廉价的产品 强推给我们是不行的。

So this has to end.

你得开发针对非洲顾客的产品

If you want to play in Africa,

it's not about pushing your cheapest product lines into the continent.

它们得符合我们对质量的追求 并满足我们多样化的预算。

But it's about developing products specifically made for African consumers

我的第二个谣言：

非洲人不重视品牌。

that fit our desire for quality and our diverse budgets.

就像你不该把你最廉价的 产品推进非洲市场，

My second myth:

你也不应该幻想你的产品 随随便便就可以卖得好。

Africans don't value brands.

Just as you shouldn't push your cheapest product lines into the African market,

非洲顾客对品牌 非常敏感

don't think that your product will take off without any work.

而且对历史最悠久的品牌 非常地忠诚。

因为——我肯定你知道 我接下来要说什么——

African consumers are highly brand-conscious

这些品牌是质量的保证。

and are loyal to brands that have been around the longest.

但其实我们和品牌的关系 还有一点不同。

Because -- I'm sure you know what I'm going to say next --

those brands are associated with quality.

因为你看，我们会从家人和朋友那里， 继承对品牌的偏好。

But there's actually a little bit more nuance to our relationship with brands.

我有一个客户做了个 有意思的调查

Because you see, we inherit brand preferences from our family and friends.

分析了东非的化妆品行业。

这个调查发现当年轻女孩 进入高中的时候，

There was an interesting study done by one of my clients

她们的母亲会给她们 某个品牌的润肤露。

looking into the cosmetics industry in East Africa.

The study found that when young girls enter high school,

虽然当这些女孩子长大或经济独立的时候

their mothers introduce them to a specific brand of body lotion.

可能会用其他品牌的产品，

但是当她们自己的女儿上高中的时候

And even though those girls may change brands

once they become older and financially independent,

她们还是会给她们的女儿同样品牌的润肤露。

they too will give their daughters that same brand of body lotion

品牌认可的魔力是巨大的。

有一天我和一个 研究员同事聊天

when they reach high school.

我们讲了在非洲长大过程中所经历的一些好笑的事情，

Brand-name recognition is huge.

姆丹察内，准确来讲，

I was actually talking to one of my research colleagues the other day

当我们家来客人，

父母会让我们去最近的集市场 买可乐。

and we're actually laughing at how growing up in South Africa,

Mdantsane, to be specific,

但在我们去之前， 我们父母会问客人：

when our parents had visitors,

“你想喝哪种味道的可乐？”

they would send us to the nearest bazaar shop to buy Coke.

“你要芬达橙汁吗？”

“你要Stoney 还是柠檬汁？”

But before we leave, our parents would ask the visitor,

事实上，直到今天， 很多南非家庭

“Which flavor Coke do you want?

Do you want Fanta Orange?

Do you want Stoney or do you want Lemon Twist?"

还是会用“可乐”代表饮料，

And in fact, up to today, in many South African homes,

用“高露洁”代表牙膏，

用“拉玛”代表人造黄油， 以此推类。

soft drink is referred to as "Coke,"

所以这说明什么？

toothpaste is referred to as "Colgate,"

这说明如果你想进入非洲市场，

margarine is referred to as "Rama," and the list is endless.

你得给非洲顾客一个 理由相信

So what does this mean?

This means that if you want to try and enter African markets,

你的品牌是最好的

是高质量的。

you need to give African consumers a reason to believe

你也得多花点钱以确保

that your brand is the best

你的品牌是在非洲商店里 随处可见的。

and your brand is of high quality.

You also need to spend the money to ensure

这适用于高端商场，

that your brand is present in all of the places that we Africans shop.

也适用于本地的开放式的市场。

现在聊一聊第三个谣言。

你看，现在依然有一种错误的观念

I'm talking high-end malls,

认为像非洲这样的新兴市场，

but I'm also talking about local open-air markets.

Bringing me to my third myth.

而且特别是非洲，

You see, there's still a misconception

在创新或技术进步方面

that emerging markets, like the African continent,

是落后者。

and especially the African continent,

非洲的跃进式发展 已经是10年前的故事了。

are laggards when it comes to innovation

or technological advancement.

为什么时至今日这个谣言依然存在？

我想这是因为当初的非洲跃进发展故事

Africa's leapfrog story is at least 10 years old now.

只停留在移动手机上，

而事实上，我们的跃进式发展 已经远远超越了

So why is this myth still around?

I think it's because when the leapfrog story gets told,

手机饱和领域了。

it stops at mobile,

when in fact, our leapfrog story goes far beyond

但在这里

我认为还是应该承认它的功劳。

our massive mobile saturation.

非洲的跃进式发展是非常惊人的。

But before I tell you that,

让你开开眼：

I think it's only fair that I give credit where credit is due.

肯尼亚和坦桑尼亚的国内生产总值有至少 百分之六十

Africa's leapfrog story is amazing.

来自于移动经济。

I hope it blows your mind

that at least 60 percent of GDP in Kenya and Tanzania

说到这里，

几年前我在美国 住了几个月。

goes through mobile money.

我找到了一个很好的公寓 正准备搬进去

Speaking of that,

I spent a few months in the US a few years back.

当时我的房东让我给他 开个支票

支付第一个月的租金和押金。

I found a great apartment and was ready to move in

我当时觉得： “什么意思？”

因为在我当时的认知中

when my landlord asked me to cut him a check

for the first month's rental and deposit.

在非洲，没有人会让我给他开支票。

And I was like, "Sorry, what?"

Because I honestly could not remember back then

但正如我说的，非洲的数字化转型 实在是令人兴奋。

when was the last time someone back home asked me to cut them a check.

我们看到电子商务快速腾飞

But like I said, Africa's digital transformation is so much more exciting.

非洲新的贸易协议

使得跨国交易更加容易

We're seeing e-commerce fast taking off

这意味着非洲顾客购买的非洲产品

and the new Africa trade agreement

will make it easier for cross-border transactions,

正在更方便也更快地跨越非洲国境。

which means African-made products bought by African consumers

所以如果你的公司或品牌 希望参与其中，

are crossing African borders easier and faster than before.

现在也许是加入的好时机。

So if your company or your brand is looking to get a piece of the action,

现在，到了最后的一个谣言，

2021年了还要解释这个问题真的让我伤心：

now is probably the right time to come in.

非洲是一个国家。

Now, my last myth,

我知道我讲了很多

which really pains me to have to talk about in 2021:

关于在不同非洲市场里

Africa is one country.

的普遍消费习性。

I know that I've spoken in great length

但重要的一点是，请记住 非洲不是一个国家

about some of the common consumption habits

across the different African markets.

而且非洲不同的族群，

即使是在同一个国家之内， 他们也是不一样的。

But it's important to remember that Africa is not one country

我们有超过2100种语言。

and African communities,

even within individual countries, are not homogeneous.

所以，客户定位 以及不同产品的目标群体

We speak over 2,100 languages.

可以有非常大的差别。

Therefore, the customer positioning and target segments for different products

如果你想进入非洲，

你得搞清楚所有的细节。

can vary substantially.

就拿茶和咖啡的消费习惯举个例子。

And if you want to get into Africa,

摩洛哥人喜欢在传统市场上 购买茶叶。

you need to get into the weeds.

Take tea and coffee consumption habits, for example.

肯尼亚人喜欢在超市里 购买咖啡和茶叶，

Moroccans prefer to purchase their tea in traditional markets,

而埃塞俄比亚人更喜欢在当地的小卖部 购买产品。

Kenyans prefer to purchase their tea and coffee in supermarkets,

我们买什么以及在哪里买， 也极大地受到本地文化的影响

while Ethiopians prefer to purchase their products in local kiosks.

以我和我的女性朋友们为例子。

Local culture also has a big influence on what we buy and where we buy.

当你看这10个女孩子，

表面上看，我们是一样的。

Take me and my group of girlfriends, for example.

年轻，黑人，中产阶级女性，

When you look at this group of 10 girlfriends,

在南非的主要城镇长大，

on paper, we're the same.

在约翰内斯堡 接受高等教育和就业。

Young, Black, middle-class females,

有些市场研究把我们归类为 黑钻石，

that grew up in one of South Africa's major townships,

came to Johannesburg to pursue tertiary education and employment.

属于南非高速发展，

Some segmentation studies refer to us as Black Diamonds,

富裕并拥有影响力的黑人社群的一员。

members of South Africa's fast-growing,

但是你很快会意识到，我们这10个女孩子

affluent and influential Black community.

来自南非

But if you really do your homework,

10个族群部落中的5个。

you will first appreciate that this group of 10 girlfriends

而且即使我们的品味

is made up of five

已经被约翰内斯堡都市文化所固化

out of South Africa's 10 ethnic tribes.

我们各自的传统文化依然深深地影响着

And even though our tastes are heavily entrenched

into the urban culture of Johannesburg,

我们消费的物品及消费的方式。

只要看看我们各自的食品柜就可一目了然。

our respective traditional culture still influences what we consume

所以，如果你希望你的产品在多元的非洲市场兴旺发展

and how we consume it.

And it's easy to see if you just open our respective pantries.

你就要好好做做功课了。

So if you want your product to thrive in the diverse African markets,

你需要在你传统的客户分类上

再细分一到两个层级

you need to do your homework.

这当然意味着更多的工作

You need to take your traditional segmentation plans

但非洲值得你这样做。

one or two levels deeper.

最后，希望你记住

我钱包里的一份你还可以拿，

Yes, it's more work,

but my continent is worth it.

但是这不会持续很久了。

非洲的商务蒸蒸日上

I want to leave you with this.

A share of my wallet is here for the taking.

55个国家之间的贸易往来也在日益变得更快更方便

But not for long.

African businesses are booming

在不久的将来，非洲本土所产的物品

and trade across all 55 countries is getting easier and faster by the day.

将比外来的产品更有吸引力

So it won't be long before non-African products are less desirable

如果你想参与，欢迎加入。

than the ones that we make here at home.

但是请深思熟虑，

想好了再做，

So if you want in, great, come join us.

不要吝啬，

更不要低估我们。

But do it thoughtfully,

不要低估我。

do it intentionally,

spend the money,

谢谢

and for goodness sake, don't underestimate us.

Don't underestimate me.

Thank you.