Why the Houston Rockets Made an
Excellent Acquisition

The Houston Rockets may have acquired one of the most valuable players in the NBA, and at an extremely low cost in comparison to the deal. Jeremy Lin will be playing for the Rockets for the next 3 years for a mere $25 million. 

The American born NBA player of Taiwanese decent, undrafted out of Harvard has managed to climb above most players in terms of salary within the NBA; and he has achieved this feat through playing less than one full season of games within the NBA.

Logically, scepticism surrounding the Rockets' offer to Lin has been justified. Many journalists, sports columnists and sports fanatics were stunned by the Rocket's offer and supported the New York Knicks decision of letting Lin walk away. However, critics have disregarded the crucial fact that like all other professional sports organizations, when it comes down to it, the Houston Rockets is just another business. Brand awareness, ticket sales, and market share are just some of the factors that fixate the attention of CEOs of major corporations and franchises. Every decision, every tactic must in some way, present a significant return on investment – and Lin can provide a ROI in many more ways than just through winning basketball games.

Lin captured the hearts of America with his story. He excels both academically, and athletically. He is faithful to his religious values and beliefs. He had to put in hard work for his results and stepped up to exceed every single person's expectations when he was given his opportunity starting February 4^th 2012. In a matter of 14 days, the resale of Knicks ticket prices increased by 300% on the market and an 87% increase in television ratings on the MSG network. These are all assets that the Houston Rockets can be guaranteed. But there's more – much more.

Last June, Yao Ming announced his retirement from the NBA. Although this did not come as a surprise to the dedicated fans of the Chinese NBA superstar, there was a big space to fill and Lin is the man for the job. Yao's legacy has proved far more than the fact that Chinese people can play basketball; it set the tone for the NBA's outreach across Asia. Jeremy Lin is now the biggest face in the NBA for the Asian basketball community. He was not born in China but it does not matter. He has the values and work ethics that are admired within the Chinese culture. Additionally, Lin has already gained support abroad, especially amongst the 22 million people in Taiwan. Lin can be the man to connect the Chinese basketball fans to the NBA, and more importantly, to the Houston Rockets once again. A player with that potential is priceless

There is a huge market within the Asian basketball market. Regardless of whether people want to admit it or not, the potential surrounding Lin is worth far more than $8.33 million for the next 3 years. The Rockets were insightful enough to make sure he's playing on their court this coming fall.

Night It Up 2012: The Celebration and Showcase of East Asian Culture

Night It Up 2012

It was the "Asian night market" that had everyone talking. Night It Up has, once again, successfully showcased the East Asian community around the GTA over the past weekend. Organized by the Power Unit Youth Organization, a non-profit youth empowerment and development group comprised of volunteers, the team assembled a display of pop-cultural performances and authentic Asian street food.

What exactly, may you ask, attracted more than one hundred thousand people to this venue in the Town of Markham?

Was it the sounds of multicultural performances from talented young singers, bands and dance groups?

Was it the selection of over 100 food vendors representing Taiwan, Hong Kong, and many other parts of East Asia, or the distinct aroma of stinky tofu from one specific cart?

Maybe it was even through word of mouth that there were muscular men at the "Trojan" sponsorship booth - willing to take pictures.

All of these features may have been a part of the reason, but the sense of community among the East Asian within the GTA was definitely the deciding factor.

Night It Up offers the experience to gather and celebrate each others' East Asian culture. There is a sense of pride when coming together to embrace our common backgrounds, values and interests.

There is a sense of comfort when walking around the night market venue and sipping fresh watermelon and pineapple juice straight out of the fruit with family and friends.

There is a sense of appreciation when taking the time to be immersed in one's own traditions, even for a few hours, while having the utmost respect for the multiculturalism in Toronto.

Just like Toronto's annual Caribana, this night market allowed the acknowledgement and celebration of an unique culture - and this opportunity was certainly not overlooked. The physical presence and high spirits among the East Asian community at Night It Up 2012 were overwhelming!

Nestle - Adaptations to the Global Market & Exposing Market Opportunities

Nestle - Adaptations to the Global Market &
Exposing Market Opportunities

                What is the competitive advantage? Derived from this question is the single most important factor that to any business model. However, what might have been prosperous and successful two years ago might not be the case today. The global marketplace is constantly changing; with it, the needs and desires of consumers are rapidly evolving as well.  Companies who adapt through refreshing innovations will emerge or continue their dominance while the less flexible will fall.

                To further toss up the implications, not all cultures within the vast geographical regions are the same. This might not oppose a threat to a local business who operates under one municipality, but can be a huge road block for multi-national companies as they have to consider different strategies, for the different environments. Nestle, the world's largest health food company, is a prime example of doing things right - within the baby formula market anyways.

                China's market demand can never be simplified in one piece of publication. However, there are unique features worth noting. With the one child policy enforced in most urban cities, parents value their child as top their priority and this starts from day one. Chinese parents spend as much as they can on their one and only child; they try to provide the best within, and sometimes outside of their capabilities. Like a business, capital is invested, intangibles are nurtured and competitive inputs are exhausted from resources all in hopes of a future return on investment.

                In the western society, parents are comforted by the safety of the nutritional foods their babies consume. Baby formulas must be 100% safe and limited trust is displaced on any brand when it comes to checking the credibility and sources. However, many Chinese consumers equate the quality of the product, with the name of the brand. Instead, they are looking for other "upper hands" when purchasing baby formula. Formulas rich in DHA & RHA fatty acids, Omega 3 and Omega 6; formulas that will increase brain development from the earliest age possible.

                An overwhelming majority of Chinese parents would not mind paying 150% the price for those added ingredients and commercialized claims and Nestle recognizes this market opportunity. In April 2012, Nestle acquired the baby food unit Pfizer for $11.9 billion USD. Why? Because this specialized company is pharmaceutically capable of enhancing product development through added nutritions that parents want to see. These strengths give Nestle the power to attract emerging markets while maintaining their reliable reputation domestically.

                Nestle understands and exposes the values of the various countries in which they operate under; they do not fail in making the right moves to advance in the ever-changing global market. China has been a primary target throughout the years and those initiatives, as a return, have paid off substantially. 

The Value Beneath Haggling

Reaching a good deal when it comes to making a purchase is always preferable within every
individual; who would rather pay full price, as oppose to enjoy the benefits of having the same item
when it's 30% off? This simple concept however, whether we are aware or not, goes much further in the
minds of a Chinese consumer. Shadowed by the Chinese social-economic goals and mentalities of
chasing superiority, achieving the greatest success, and ultimately winning, there is definitely a set of
unique cultural values created.

It is rooted deeply within our intuition to beat the system - this concept is the same when
consuming. There is a lack of satisfaction until we can "beat the system," and the value cannot be
optimized until we do.

In the same way how individuals communicate their persona through various forms of art and
creative writing, Chinese consumers also have different methods of expressing this intuitive desire.

In a Chinese oriented environment, those who are aggressive will haggle ferociously with the in-
store owner for a deal that would seem to be unable to meet gross margins and unfathomable to
Westerners. Pooling together the strategic knowledge of these seemingly relentless hagglers would be
enough to publish a hefty book! On the other hand, the more passive Chinese consumer will constantly
browse online catalogues, search for sales on blogs and social media channels, and compare the prices
until they feel that they have found an exclusive and superior deal. This pattern is omnipresent from
purchasing clothing, to having their tires changed at an auto shop.

Realistically, the efforts spent only translates to savings of 5% to 10% on the lowest price a
retailer is willing to go. However, the hidden value within these transactions is a sense of
accomplishment. The accomplishment that one has successfully achieved the best deal that not many
other people could achieve and it is not enough to have a discount directly presented to the Chinese
consumer. When this occurs, there is an excitement since the consumers' intuitive desires are fulfilled
and this will create a positive impression on the serving businesses' image.

As many people know, the key to successfully reaching out to consumers is knowing their
values. However, values aren't always universal and globalization is always adding complexity to this
assessment. How are you going to adapt?

Canada May Expect More Chinese Students

It always makes me feel home once I land in Shanghai. Because of its attractiveness in terms of economic environment, business opportunities, fashion attitude and convenient lifestyle, Shanghai has become destination for non-Shanghainese and even non-Chinese. Not surprised to hear that population in Shanghai has exceeded 22 Million. I can tell from crowdedness in each subway line in non-rush hours.

I met a lot of friends during my 4-week stay in Shanghai in April. Most of them are middle-class and some of them are in higher status. The common concern for them is the future of China. Given the problems of pollution, government corruption, political system, unsafe food and social unrest, they are concerned about their future and their next generation’s.

As most of you may be aware, education is top priority for every Chinese family. Especially, “one child policy” makes parents put 100% hope on the only child. Some of them decide to go to US to give birth for their kids. It costs more than C$30,000 but they think it worthwhile as their kids obtain US passport.

On one hand, most Chinese save more than spend; on the other hand, when it turns to education for kids, they spare every effort to support. The mentality for Chinese in consumption is price equals to quality; therefore, they prepare for paying premium for better school environment, more experienced teachers and more advanced methodology. The private school in Shanghai charges more than C$12,000 per year (from kindergarten), which is almost the same tuition in Canada.

North America is always the first choice for overseas study. Canada stands out due to its favorable policy (3-year open work visa after graduation), neutral political standing and its diversity. Chinese families have realized the earlier children accept overseas education, the better. As immigration raised the bar, those parents may not get chance to come to Canada as immigrants and they don’t feel comfortable to leave children when they are too little. The line draws at the age of 15 (Grade 9 or 10). And that’s why they prefer boarding schools.

I came back with the request from my friends (children age between 1 and 12): to find out how to apply for private schools in Toronto/Canada. I suppose Canada may expect more Chinese students in the coming years.

Immigration Key to Canada's Future

http://www.theglobeandmail.com/news/national/time-to-lead/


Globe and Mail ongoing series and discussions on issues that matter most to Canadians has chosen the topic of immigration and explores into its importance to Canadian future. Well for starters, here are a few key "facts and figures" (derived from throughout various articles from the ongoing series):

• Between now and 2021, a million jobs are expected to go unfilled across Canada
• When immigrants arrive, they not only fill gaps in the work force but pay taxes and spend money on housing, transport and consumer goods
• Studies show that their offspring tend to be among the country's best-educated and initiative-taking young people
• Today, there are 4.2 working-aged Canadians for every senior citizen, making contributions to cover retirees' pensions and health care. By 2031, that ratio will be cut in half. The tax base will shrink, growth will slow and labour shortages will become even more dire
• Within two decades, barring an improbable baby boom, immigration will account for all population growth
• With 34 million people, this country remains highly underpopulated, for all its vast geography
• Recent immigrants earn only about 60 per cent as much as the Canadian-born
• Among those in their prime working years, immigrants are nearly 60 per cent more likely to have a university degree than those born here (37 per cent compared with 22)

Since launching the focus series just yesterday, there has been a multitude of the comments from the general public. Not surprisingly, the question is placed on the keyword: multiculturalism - is it good or bad for Canada?


As a new breed multicultural marketer myself, how can I possibly not share my views as I stick glued to my screen on all the latest comments that are coming in. But there is one thing that is really pestering me. As a second generation Chinese Canadian, I never really understood why there is a concept that insists on the importance for immigrants/visible minorities to fully assimilate into Canadian culture. The article nails it spot on when they say that our nation's greatest challenge is to understand and embrace the ways immigrants will reshape this country. Integration and not assimilation is the key to social harmony to land of multicultural ethnicities - no one should have to be coerced into giving up their home country culture in order to have the rights to be fully entitled to to enjoy the beauty of being a part of Canada. 


For crying out loud, I was born here and I really, most genuinely do not know how to answer what "Canadian culture" means. I've been saying this since I've had the intellectual capacity to think on my own, "Being Canadian is great, because the people here embrace me for who I am" There is no greater place in the world to be a Chinese person than in Canada, and I mean that sincerely from the bottom of my heart. It is due to this very reason that drives my passion for multicultural marketing, particular with the focus on the Chinese segment. 


Unfortunately, my appreciation for Canadian diversity on the social front is not always consistently reflected in our workplace and Corporate setting. To raise an example, today I was at a corporate networking event for a prestige book launch in Downtown Toronto, I just really can't help but notice that I, along with the my group, were among the only Chinese face in the crowd of senior level executives. So...in the face of a "looming labour shortage and improbable baby boom", is this how our Canadian businesses respond? 


Perhaps I shall end this blog post with on slightly more positive and hopeful note:


“We're losing the idea of building the country.” Prof. Studin argues that the country should set its sights on swelling to as many as 100 million people. This new Canada would become a far more influential consumer market, a more diverse and imaginative producer and a much more robust and self-sustaining culture. Its voice would become more prominent in international affairs.




Cheers to Canada's future!

No need for a 2D-glasses for the movie, but maybe one for the word "acculturation"?

It is not big news that latest Chinese movie are entering Canadian theatres nowadays, especially when living in Toronto - I always found myself studying Chinese movie posters on TTC subway and thinking with a smile on my face, "This feels just like home".

Missed seeing The Viral Factor starring Jay Chou and Nicholas Tse just a couple of months ago, I was determined to join the release madness of "Love in the Buff" (the sequel of "Love in a Puff") when press announced that its premier in North America would occur on the last day of March.
Jumped out of the plane which just took me back from Chicago, me and my friends quickly gathered at the nearest AMC, looking forward to a completely Chinese movie night out experience.


The theatre was packed up with a rather long line of Chinese youngsters waiting to enter. Most of them were conversing in Cantonese or English, sharing some jokes from "Love in a Puff", or checking out Weibo and Facebook on iPhone. Again, this resemblance of how such social setting looks like Hong Kong brought me a sense of nostalgia as well as familiarity.
During the movie, you can hear laughter at the most Cantonese jokes and slangs, claps at the funny mimics of old pop culture from the 80s, and whispers about actors gossip. All these things were happening there in a western movie theatre far away from China, when hundreds of people sharing their strong and joyful attachment with their Chinese culture. Can they speak English? Absolutely, maybe even half of this group even reckon English as their first language. They spent a few years or even most parts of their life in Canada, they study or work in Canadian environments, they greatly enjoy western food and cultural activities, but all these doesn't affect how they feel about their own Chinese culture - whether its origin traces back to Hong Kong, Mainland, Taiwan, Fujian, etc.

For immigrants, it is a re-socialization process for all when entering a completely different culture from their original one. For some Canadian born Chinese, it is also an on-going acculturation process when one finds him/herself to some extend attached to the Chinese culture when being exposed to from an early age. Does the concept "acculturation", therefore, worth a second look when it is easily mistaken as a substituent term for "assimilation"? Should it be solely examined based on one's level of adaptation to the host country culture (ie. Canadian culture)? What is the alternative two-dimentional way to look at it?