ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Has agency consolidation begun to backfire? The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC. He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare.

China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai.

Today's episode explores a side of the China media business that everyone knows exists but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big? Today's guest goes by the pseudonym "F. B." and is the author of the memoir, "Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising." The book takes the readers deep into the heart of China's media underworld, where ambition, opportunity, and moral compromise collide. 9.

How will AI impact marketing teams, agencies, and processes? While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work? We're joined by Pierre Berard, former China hand and a senior marketing executive who's led some of the world's top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI.

How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands culturally connect in China. He spent over a decade in China, leading Kantar's cultural intelligence team, guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.

China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications? To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience that includes business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and is based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist.

Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions? To help us unpack this, we're joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.” 1. What's the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership? 2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report? 3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance? 4. How do you specifically communicate attributes to women in social media? What's the role of influencers? 5. Does domestic travel and China's discovery influence car purchase amongst women? What's the role of domestic well-being? 6. Are there some brands or particular models that are more female-oriented? 7. Foreign brands are taking a beating in China, can targeting specific groups improve sales? 8. How are Chinese consumers different from their counterparts in other parts of the world?

4 out of the top 8 Apps on the US Apple Store come from China. Many are shopping platforms such as SHEIN, Temu and TikTok Shop. These platforms have strong algorithms, massive supply chain networks, and seemingly bottomless investment pockets. Is the West slowly becoming addicted to Chinese-style online shopping? We talked to Ed Sander, who is the co-founder of ChinaTalk, a Dutch service provider specializing in knowledge transfer about China. Ed also writes for the TechBuzz China substack. 1. You arrange business tours in China. Tell us about the upcoming Spring Exclusive Investor Electric Vehicle Trip. Is it too late to sign up? 2. Why has TikTok Shop struggled to get traction in the U.S. while it's been so wildly successful in SE Asia? 3. How can brands make TikTok Shop work in the U.S.? What's the magic formula? Will it come from live commerce? 4. Are some markets more influenced by cultural differences that help drive livestream shopping success? Or are Chinese just more open to new experiences? Do you think brands should engage in livestream shopping? 5. Do you think TikTok Shop makes adjustments on their platform to make shopping more palatable? 6. Is there still a place for brands or livestream commerce for cheap, impulsive products? 7. Why are you so bullish on the growth of Temu? How will they adjust for impending Trump tariffs? 8. How will Temu and SHEIN impact global markets in Europe? 9. Who has the best chance of success, SHEIN, Temu or TikTok Shop? 10. What is happening with Meituan's Keeta? How will it dominate in food delivery?

It's time to open our listener mail! We solicited questions on LinkedIn and WeChat and are ready to answer your questions about China marketing and advertising. We're joined with China's leading brand strategist consultant, Stephen Drummond. Steve is an industry legend who has worked for agencies and clients. He's now a freelance brand consultant, based in Shanghai: 1. Question: 1 : Are brands in China talking more about brand building these days? 2. Question 2: How do we keep our brand at the top of people's minds when most people ignore ads? 3. Question 3: Do eCommerce systems in China with immediate links from ads and offer purchases mean that Chinese marketers are performance-based and do not need long-term brand building? 4. Question 4: Would you say livestreaming is overhyped? Does it cheapen the brand? 5. Question 5: We're an electronics brand. Should we build a loyalty platform? 6. Question 6: What's the future of traditional retail in Shanghai? Will more stores close? 7. Question 7: Given today's economic climate, what types of brands or categories show growth in China?

We challenge the narrative surrounding China's economic slowdown to reveal an unexpected truth: today's market conditions might be ideal for patient brand builders. Alex Duncan, marketing consultant, former co-founder of a Chinese social media platform and a 15-year China veteran, shares fresh insights from his recent return to Shanghai, making a compelling case for why now – when consumer confidence is at historic lows and competitors are scrambling for quick sales – might be the perfect moment for strategic brand entry. This episode offers a masterclass on turning market challenges into long-term opportunities in the world's second-largest economy, from the paradox of convenience-killing convenience stores to why discounting is destroying brand value. 1. After 15 years away from China and 18 months away, what dramatic changes did you see? 2. How are people coping with the economic slowdown? 3. What aspects of China Speed do you miss now living abroad? 4. Does China speed equate to China efficiency? 5. Does China's slowdown turn into a spark moment to become more efficient? 6. Is the slowdown a reflection of China becoming more of a mature market? 7. Should this all be about brand building during slower times? 8. Will this impact lower funnel sales and less brand search as consumers spend less and save more? 9. Have the digital platforms made it too easy (and challenging) to build brands, and as a result, brands have become too complacent? 10. Is this the best time to enter the China market? 11. How do you encourage consumers to spend money during times like this? 12. What's with your book, Alex? When can we see it? 6.

In this report, it's called the 20/80 rule. Are we going to see a lot of brands exiting the Chinese market, or are there still opportunities? We're back for round #2, covering Totem Media's 2025 Marketing & Media Trends. Today, we talk about the 25 considerations, although we go through all of them, just the key ones. We're honored to have Totem Media Founder Chris Baker back on the show. Joining Chris is Minnie Wang, Senior Reporter for Campaign Asia. Minnie covers the marketing and advertising issues of Greater China for the magazine. 1. Looking at the considerations, #4 "Brands Still in Disbelief" - Can you explain this one? 2. Consideration #6: Experiences on the Upswing & #7 Active Hobbies are Growing - How will this translate for brands? 3. What's the 20/80 Rule? Will we expect many brands to leave the China market? 4. #14: The Great Retail Remix - How will retail survive the economic crunch? Is there anyone winning? 5. And for a bit of optimism...'#21 - China is Stil a Growth Market' - are you still bullish on China?

Word on the street that Chinese app Xiaohongshu or Rednote, as it is now called, was not expecting nor prepared for the 500K and counting American TikTok Refugees that have downloaded and migrated to the app. Is Rednote a short-lived thing? Will people eventually move back to TikTok, or has the West entered the world of "App Fluidity," where communities move from place to place without little concern for the platform they are on? To discuss this, we are joined by Shanghai-based Wai Social's Founder, Olivia Plotnick. 1. What is Xiaohongshu or Rednote? How is it different from TikTok? 2. What sparked people to migrate there, and why Rednote and not Lemon8? 3. Are we ready for a truly global platform, returning to the LinkedIn days? 4. Have we come to the point where we will see more fluidity of platform users? 5. Are people abandoning Meta platforms because of their complexity or is this the preferred GenZ user experience? 6. What about the role of community and express authenticity? 7. Will YouTube have a resurgence in the U.S.? Who will win out? 8. How can Xiaohongshu become such a community place? 9. What are the most important aspects of this incredible cultural collision? 10. How will the Chinese authority react to this amazing soft power opportunity? 11. What keeps people back when very few people post? What's the role of entertainment? Is there a balance? 12. Is this the right time for Chinese brands to reach out to Western audiences? 13. Is the whole "Rednote movement" a passing fad? 14. Will App Fluidity kill brands?

Welcome to Season 4! Today, we're also celebrating the 10th anniversary of the 2025 Totem China's Marketing & Media Trends Report, hoping to solve the biggest challenge in China marketing: is performance marketing, and are brands nowadays just focused on short-term sales gains? According to Totem's report, 48% of marketers plan to decrease their 2025 marketing budgets, and 31% now rank sales conversion as their top objective. Amid this, an economy that's shaping up to be the "new normal," a normal that surprisingly looks like everywhere else in the world. To discuss, Totem's Chris Baker joins us again this year, along with OMD China's General Manager, Ahle Kuang. We try to solve all the marketing problems in 50 minutes! 1. What are some of the big things that stood out for you in this year's report? 2. Are some categories safe, or are there decreases across the board? 3. Have local companies found a way to grow brands and increase market share simultaneously? 4. How do you balance the desire for short-term sales with building long-term brand equity? 5. For China, is brand equity purely driven by product innovation? 6. Do Chinese products need to live beyond a certain period to be considered a brand? 7. Are there things brands should avoid doing in the 2025 context?: Positioning is Everything 8. Can signature global brands in China grow with products designed for a global audience?

How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups? We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment.

Are traditional festivals still essential drivers in the Chinese marketing calendar? Or are they overshadowing the modern shopping days that seemingly overpower attention? We welcome Hope Hong, founder of Chuanmer, a non-profit organization specializing in cross-cultural marketing consulting, experience planning, curation, and promotion. Hope is based in Vienna. Besides being a cultural ambassador, Hope is a mom and a digital marketing leader working at Austria's largest telco. 1. What is Chuanmener? 2. How important is Chuanmener rooted in being a Chinese mother? 3. Do you see Chinese festivals as being more critical when you're living abroad? 4. Are the modern shopping festivals diluting the traditional festivals? 5. How did Bryce connect his children to American culture while living in China? 6. How can brands effectively connect with consumers during festivals in a modern way? 7. Which brands are doing festivals differently? 8. Who is not doing festivals properly? 9. What's your favorite Chinese festival?

We're thrilled to re-broadcast an insightful episode from the Sinica Podcast, where host Kaiser Kuo sits down with Bryce Whitwam to delve into the ever-evolving world of Chinese livestream e-commerce. Bryce's latest research highlights a fascinating shift: Chinese consumers increasingly gravitate toward smaller, more personalized livestream shows that foster greater interaction with hosts. While large-scale shows with millions of viewers still exist, they're gradually being replaced by micro-targeted streams on platforms like Xiaohongshu and Douyin, which offer a more authentic and engaging experience. This evolution carries significant implications for brands looking to connect with highly targeted audiences in China. It could hint at the future of livestream shopping in the West, especially as TikTok explores similar trends. 1. How did you first engage with the livestream e-commerce trend in China? 2. What's the history of livestream commerce, and how has it evolved since its inception? 3. How does livestreaming contribute to consumer engagement compared to traditional retail? 4. What differentiates Douyin, Xiaohongshu, and Taobao as livestream platforms? 5. What role does authenticity play in driving consumer trust in livestreaming? 6. How do demographics like age, gender, and location influence livestream shopping behavior? 7. What are the key differences between China's livestream strategies and the U.S.'s early adoption of TikTok Shop? 8. How are niche and microtargeted livestreams reshaping consumer behavior? 9. What challenges or disruptions could affect livestream commerce's growth in China? 10. What does the rise of livestreaming tell us about broader changes in Chinese consumer culture? 11. Recommendations

We're unpacking a critical issue affecting luxury and prestige brands operating in China's discount-heavy e-commerce landscape. With platforms like Tmall and JD and emerging competitors like Douyin and Pinduoduo, brands are constantly pressured to use aggressive discounting strategies to boost sales and visibility. Jacques Roizen, managing director of China Consulting at Digital Luxury Group, joins us as an industry expert who guides some of the world's top prestige and luxury brands through these challenges. Together, we'll explore the long-term impact of discount culture on brand equity, why some brands are starting to ‘detox' from discounts, and how the rise of the gray market is reshaping consumer expectations. 1. How did you enter the e-commerce luxury business in China? 2. Give us the history of premium/luxury e-commerce and how it evolved from its early days. 3. How important is e-commerce for new consumers to learn about new brands? 4. Where's the pressure for brands to discount so much? 5. Is GMV still an effective measure of performance in e-commerce? 6. How can brands discount detox? 7. Who in the organization can orchestrate a discount detox? 8. What should brands do to improve brand equity? Is livestream a way to do this?

Chinese outbound travel is returning, which is great news for luxury brands. To many brands, overseas travel has always been a source of awareness, validation and purchase. How can brands take advantage of this opportunity? We speak to Subramania Bhatt, CEO of the China Trading Desk, a digital marketing and research firm targeting these travelers. Subbu's company recently published a travel insights study that shows a changing Chinese travel demographic. Joining Subramania is Mark Shrives. Mark leads Marriott Digital Services for Asia, which is based in Bangkok. Alongside his team of 35 digital consultants, Mark guides Marriott International's APEC portfolio of hotels in directly implementing cutting-edge digital strategies. 1. What's the latest about the Chinese overseas travel situation? Has it bounced back to its pre-COVID levels? 2. From the hotel side, how might travelers be changing? 3. How have influencers impacted travel experiences? 4. What's a typical traveler customer journey? 5. What's the hotel's strategy in targeting Chinese tour groups to overseas hotels? 6. How much differentiation can you offer on an OTA platform? 7. What motivates people to shop outside China? Is it all about saving money? 8. What is the importance of using influencers to target travel experiences? 9. How have hotels integrated their offerings to the new wave of Chinese tourists looking for experiences? 10. Are we seeing an overlap in age groups and craving experiences? And why so many Chinese women? 11. Are we seeing more Chinese taking advantage of hotel loyalty platforms? 12. Do you have a hidden gem travel destination? 13. Shanghai Zhan Mailbox: Will Xiaohongshu go global?

What are China's technology opportunities for Chinese women? Are Chinese companies becoming more gender diverse, or are coveted STEM careers still largely avoided by Chinese women? We asked Dr. Susan Zhang about the state of Chinese women in tech. Dr. Zhang is a high-energy business executive and serial entrepreneur. Her journey has taken her to incredible heights in Australia, China and the UK. She has inspired many young entrepreneurs with her legacy at Google, ByteDance (TikTok), Amazon, and Canva. She is the book author of 'Life Outside My Comfort Zone', a TEDx speaker, and an award-winning role model for Women in Leadership and STEM Education.

Welcome to the world of Clienteling: it's a world where the brand manages the client relationship. It's an online/offline integration ecosystem that is alive in China, but the West has no equivalent. In the clienteling world, retail sales become online sales associates, and brands promote their products directly to the customer database, all possible thanks to WeChat. Aurelien Rigart, managing director and co-founder of Shanghai-based digital transformation consultancy IT Consultis (ITC), takes us on this journey. When will Clienteling come to the rest of the world? Listen and discover! 1. What are the biggest challenges for foreign brands embracing digital transformation in China? 2. Is there an equivalent to the Chinese ecosystem in the West? Will WhatsApp catch up? 3. Is Clienteling only for luxury and high-end brands? Will it work for FMCG? 4. How do you calculate ROI in Clienteling? Answer: It depends 5. Are there more luxury buyers, or have luxury brands kept their loyal followers? 6. Who owns the data in a Clienteling relationship? 7. Is there a separate Clienteling app for store personnel, or do they all connect through WeCom? 8. How do the stores get involved, and what's the social media connection? 9. Is Xiaohongshu more for awareness and WeChat more for the bottom funnel? 10. I don't have much money; where do I start? 11. Why are brands still behind in digital transformation? It's China! 12. Should the CRM manager run the sales department? 13. A/B Test: Ye all the way! (sorry, Taylor)

What opportunities exist for Chinese brands post-Olympics? In this world of micro-targeting and community building, smaller brands can take advantage of sponsoring Chinese athletes who may not be as expensive as sports celebrities like Eileen Gu. Did the Paris Olympics help break China's overseas travel slump? Ali and Bryce take a China marketing take on the recent Paris games.

In 2023, over 1 million Chinese students went abroad to study, and this number is increasing as the job market sours back home. Today, we speak with Sydney-based Jimmy Lim, co-founder and Managing Director of AIG Education Group, about the Chinese overseas education phenomenon and why it shows no signs of slowing down. AI will come into play in the application process as Australian universities are now flooded with applications. 1. Why is Australia still popular for Chinese students studying abroad? 2. Who is applying? What are the roles of the international schools in China? 3. How do you get into a competitive program in Australia? 4. Are they coming from the Chinese Gaokao or the "international track school"? 5. How important is a "ranked university" in China? 6. Why is Australia restricting the number of international students? 7. is international education important in China, given increased competition? 8. How is AI going to improve the education recruitment process? 9. How will new AI tools change how Chinese students prepare for university? 10. Why do Chinese parents still use consultants to help their children get into university? 11. How can international schools in China do better to prepare students? 12. What are the biggest educational AI innovations coming out of China?

What's the new evolution of Chinese e-commerce, and why will it impact how Westerners shop? Today, Ali and Bryce discuss China's new livestream e-commerce transformation. It has evolved from the days of the big livestreamers to hundreds of thousands of mini-livestreamers competing for attention with only several hundred viewers. This evolution is happening on Douyin, TikTok China's cousin, which has used its sophisticated algorithm to serve just-in-time content that intuitively knows what you might just want to buy. 1. Overview of Bryce's recent trip back to Shanghai 2. Who did Bryce interview for his live stream study? What were some of the key findings? 3. What channels do they use to engage live stream commerce? 4. Why are people gravitating towards Xiaonhongshu and Douyin? 5. The growth of mini-livestream influencers (and the decline of the big players) 6. How do mini-influencers disrupt the mass influencer model in China? 7. The importance and definition of authenticity in live stream has changed. 8. What do people buy on Douyin and what's the role of brands in this space? 9. How do brands make money on Douyin/TikTok these days? 10. Will Livestream 2.0 Commerce impact the West? 11. What will happen when we have AI influencers? Will this impact China's live stream experience?

Have you ever considered working for a local Chinese company? We thought we would ask 20-plus-year PR expert, ultra-marathon runner, and ethnic musicologist Harriet Gaywood, who previously worked at Blue Focus and recently was the VP of Public Relations at Huawei. How is it different from working at a foreign firm? What are the challenges? Is this a viable career option for new recruits?

Episode 60! To talk to beauty consumers on social media, beauty brands have to be adept at Chinese social media beauty slang. What's the difference between the #Boiled Water Look (白开水妆容) and #Rich Daughter Makeup (富家千金妆) )? Elisa Harca, Co-Founder and Asia CEO of Red Ant, and Ching Xie, Client Partner at Red Ant Asia, join us to unpack the important lingo. Red Ant is an award-winning agency that specializes in fashion and beauty, working with some of the world's coolest brands, including LUSH, tarte, CREED, and Amika, to name a few. 1. What's the deal with Red Ant? How did you get into myrmecology? 2. Tell us more about Chinese internet beauty slang. Are these slang terms important for connecting with Chinese consumers? 3. Where did these terms originate from? Can they be artificially created by celebrities and influencers? 4. Give us some examples of how brands may use beauty slang in their social media campaigns. 5. Can my looks have different slang references, or am I tied to one of them? 6. You deal with a lot of niche beauty brands? What's the secret to launching a beauty brand in China these days? 7. Which beauty categories provide the greatest opportunity for growth? 8. Beauty in China is still dominated by the big global players but the local brands are catching up. Which local brands do you see as truly stand out? What are they doing that impresses you? 9. A/B Test: Red Book or TikTok, Brands or Products, Speed or Strength?

How do you bring a product idea to life in the area of the world that produces over 80% of the world's electronic consumer products? Meet Troublemakers' founder, Henk Werner. He's lived in Shenzhen for almost 12 years and guides many worldwide who might have a cool product idea but don't know how to make it a reality. Henk serves as their guide to the Greater Bay network of over 270,000 factories, connecting them with experts in product design, product development, and manufacturing. He's not called "The Map" for nothing.

According to this week's guest, automobile industry expert Bill Russo, this year's Autoshow China, held in Beijing, was a wake-up call to the global automobile industry. China has clearly leapfrogged the global auto industry, making products that aren't just transportation vehicles but literally smartphones on wheels. According to Russo, the global auto industry is still living in the 20th century. With the EV tariffs looming in the U.S., are Westerners deprived of owning the next and best iPhone? 1. What was big at this year's Beijing auto show compared to previous ones? What made this year's show a real "wake-up call" to the auto industry? 2. What is "smartness" in EVs, and how does it differ from putting a simple plug-in EV car? 3. Why is Tesla falling behind the curve? 4. What is the smartness experience? Can you describe what it's like inside a truly smart Chinese EV? 5. What's the difference between "national security" and a "security blanket?" Will the tariffs deprive Western automakers of competition that will lead to better and more competitive innovation for their customers? 6. What is a more practical solution besides tariffs for the U.S. and Europe? Bill calls it " flipping the script." 7. How can Chinese EV auto companies stay competitive With so many new NEV brands?

Welcome to the latest invasion, no it's not TikTok but Shein & Temu! It's hard to imagine that 4 of the top 8 U.S. iPhone App Store apps are from China. While TikTok and Capcut make the list, the two big surprises are e-commerce juggernauts Temu and Shein. These companies operate unique, manufacturer-to-customer business models and do not manufacture products but simply work with armies of factories throughout China to use powerful algorithms to serve up a plethora of options. Shein reached an estimated $24 billion in revenue in 2022, while Temu reached 161 million users throughout the world. What's the future of these two platforms? How will Amazon respond? 1. Why have these two platforms become so popular? How do they work? How are they different? 2. What makes these platforms uniquely Chinese? What things are similar to their Chinese platforms? 3. How is Temu disrupting the market, given that it doesn't sell recognized brands and people have to wait to get its stuff? 4. Advantage Shein: consumer-responsive fashion 5. Given its incredibly responsive manufacturing model, will Shein develop more up-market products, or will it stay on the low end? 6. Morgan Stanley says that Temu's growth is non-sustainable. Will Amazon pick up the slack? 7. How will Temu impact China's manufacturing tiers? Will it enable them to sell name brands and compete against Amazon? 8. Does Temu need to deliver a group-buy model to survive against Amazon? 9. Will Costco-style value brands emerge from the Temu model? 10. The importance of time spent on the platform and how it will impact Temu/Shein business performance.

How can brands take advantage of China's new transformation? We decided to invite our livestream episode guests, Chris Baker, founder of Totem, and Minne Wang, Senior Reporter with Campaign Asia, for an in-depth discussion on 5 of the 10 considerations in Totem Media's 2024 report. The report (with links below) is a must-read for anyone looking to navigate the complexities of marketing in China for the next few years. 1. Consideration 1: Value Purchases rule - will this impact brands with weak value propositions? We think so. 2. Consideration 2: Wealth Divides Growing - are we seeing changes in the ever-important middle class? 3. Consideration 3: Trust is Under Pressure: Consumers increasingly scrutinize their purchase decisions, including those in CPG categories. How should brands respond? 4. Consideration 4: Social Commerce is Still Key - are we seeing a move away from Taobao and a greater focus on RED and Douyin? 5. Consideration 5: Brands Need Impact (and not just impressions): How do brands simultaneously focus on brand building while driving sales? How do we prioritize with fewer brand campaigns? 6. A/B Test

Ali and Bryce welcome authors Bessie Lee and Peter Bomer of the book, "China Inside Out," which explores themes of innovation, entrepreneurship, and challenges through interviews with some of China's leading business minds. The interviews were taken from Bessie's popular podcast, Bei Wang Lu(贝望录). Bei Wang Lu showcases the thoughts and actions of leading market and business leaders in China. Bessie is the former CEO of WPP and GroupM and is currently CEO of JLL. Peter is currently CEO of The China Hack. China Inside Out explores themes such as the digital transformation in Chinese retail, the distinctive characteristics of Chinese entrepreneurs, innovation strategies, and the challenges and opportunities within China's unique business environment with guests like Wang Zhimin, is Founder & Chairman of Nova Vision, Liu Xiaolu co-founder NEIWAI, and Hou Yongpu, Founder of Yongpu Coffee. 1. What's behind the Bei Wang Lu(贝望录) name? 2. What inspired you to write a book, and why did you choose these stories? 3. How do Chinese entrepreneurs handle trial and error, and how is it different from the Western model? 4. Is entrepreneurship still alive in China now that the country is experiencing a slowdown? 5. The small-scale scope for Chinese entrepreneurs: Is there a system that allows flexibility? 6. How do Chinese brands adapt so well to consumer needs? 7. How do foreign brands create success in today's China? What does it take to win? 8. How do you describe China brand growth - is it niche' or is it about scale? 9. A/B: Memos, New Shores, China Innovation & Restless Experimentation

Where is China heading in 2024? Ali and Bryce decided to do a quick recap of our livestream event last week to highlight a couple of the major trends that stood out for us. You can watch the livestream event by clicking below OR download the entire report yourself. Check out the link below. 1. What surprised you? How will advertisers react based on the trends based on the investment scenarios? Brands will spend a lot more on last-mile. 2. The reconfiguration of media spending blew Bryce away, especially. the rise of Xiaohongshu and Douyin and the importance of social commerce over traditional commerce. People are taking more time to decide on what they want to buy. 3. What's the magic behind Xiaohongshu (RED)? Could it go global? 4. How will brands embrace more loyalty/private traffic? Will this help them overcome the economic slump and slowdown in sales, or should they continue to focus on acquisition? 5. How do you define loyalty in the new China? 6. What should be the priority for brand spend? Is this a good time for brands to take a longer-term approach?

China ad fraud has been in the headlines recently, and we wanted to have a show about it. As expected, getting someone on the show to discuss this sensitive topic has been impossible. But we finally found one: Dr. Augustine Fou. He is the Founder of Fou Analytics and a leading expert in the field, boasting a profound understanding of digital marketing, cybersecurity, and advertising. With a Ph.D. from MIT, Dr. Fou has been on the frontline of programmatic and digital marketing for three decades. 1. What is ad fraud? What is it, and how does it work? 2. What's the motivation to buy fraudulent ads? 3. Are impressions still an important measure of advertisement effectiveness? 4. Can we buy on the big platforms where the humans go? 5. Why do they engage in ad fraud if they're not getting the results? The marketing/sales disconnect 6. Is there an opportunity for new and emerging brands to use advertising as it was meant to be used? 7. Can AI help relieve the ad fraud problem? The answer is no. 8. How do brand relieve their addiction to ad fraud practices? 9. How do you drop in tags that may reveal ad fraud (that may ultimately rejected by some publishers)? 10. Where do you think ad fraud relief will go? Enter the CFO. 11. A/B Test: Humans, 1 Billion, Platforms, and Humans

What are the big marketing, advertising, and technology trends facing China in 2024? Ali and Bryce scoured the internet so you don't have to, uncovering 3 trends we think everyone should be paying attention to. What are the "meh" trends - the ones we have seen before, ones without context or thought, or ones simply that won't happen at all? We call these "BS Trends." Ali's Trends: 1. China's Rise of Mindful Consumption: How can brands take advantage of this trend? 2. Personalization & AI: What do you win/lose as a marketer with hyper-personalization? Bryce's Trend: The Revenge of Creative Mediocrity in social media + Quiet Selling: Chinese are getting bored & brands are getting lost. What to do about it? The BS Trends...you'll have to listen and find out!

Will AI become a hindrance or a revolution to Chinese media? Mindshare China CEO Ben Condit says bring it on! Condit sees AI as the answer to much of the overcomplexity in China's tech platforms, some of which require over 11 stops to book a single piece of media. Ben gives us an insider perspective of why Mindshare China is constantly recognized as one of China's largest, most successful, and awarded agencies. 1. Why is your life like a box of chocolates as China CEO? Or is it a roller coaster? 2. Map out the evolution of Mindshare China and the reason for its success. 3. How important is low cost in media pitches? Cost is not always the most important factor. 4. Are media agencies becoming digital agencies? Where's the line drawn these days? 5. How do client leaders navigate a huge relationship with the client C-suite? How do you rally an organization? 6. Where do you see Mindshare's growth opportunities? 7. Why are the big media platforms becoming so complex? Surprisingly, it's easier in China. 8. Given the complexity, where is the body of the talent coming from? 9. Why are you so excited about AI? Isn't this a bad thing for talent? What new talent will you be looking for? 10. How do you stay an expert in an international leadership role? 11. A/B Test: Partners, Economics, & Strategy & LIFE!

Has performance marketing signaled the end of traditional marketing in China? Traditional marketing focuses more on slowly building brand awareness, creating a slow burn, and driving an emotional connection with consumers. On the other hand, performance marketing is more about results in the quest to drive sales and leads. Thanks to digital platforms, China's advertising is now 79% devoted to performance marketing. Brands are throwing away long-term emotive ads and are going for communications that quickly drive the bottom line. Is this simply lazy marketing? Can advertising be both emotive AND performance-led? Ali and I debate this on today's episode, providing insights for small brands and countline brands to break through the clutter.

What does starting a successful brand from ZERO in the Middle Kingdom take? We spoke to Alex Acker and Kristian Li, co-founders of Jing A Beer. Based in Beijing, Jing-A now has 10 tap rooms in the capital, with one in Shenzhen. Jing-A is also available in Singapore. Jing-A describes itself as a brewery that is in constant motion. Started by Kris and Alex in 2012, Jing-A is obsessed with hunting down rare ingredients and unexpected flavours to brew beers, intertwining its distinctive Beijing roots. Alex and Kris also collaborate with brewers from all over the world with the goal of making Beijing one of the great beer brewing capitals of the world. China is, after all, the world's largest beer market, generating $125.6 billion a year in sales. 1. Why did you first come to China, and how did two corporate guys quit their jobs and start a brewery? 2. Can you explain the meaning behind the name, Jing-A? It's the OG of Beijing. 3. How did you get started? What were some challenges for expats living in Beijing setting up a business? How did you overcome them? 4. What are the specific cultural nuances of drinking craft beer in China? Is beer drinking similar to how it is in the West? 5. What does it take to leap into entrepreneurship out of the corporate world? Be Conservative 6. What did the competition look like for you? How did you move people from the competition? 7. What marketing tips can you provide to brands that want to get started? 8. What is the difference between Shanghai's and Beijing's experiences? 9. The AQI beer idea: how to connect the culture to the product 10. What's the situation post-COVID? Has there been a return? How did COVID impact you? 11. Tell us about the 8 X 8 Brewing Project 12. If you did it all over again....would you still do it? How much did timing and luck impact your success? 13. A/B Test: Community, Worker Pale Ale, China 2008!

Welcome to Season 3 of ShanghaiZhan! We thought for this season, we would try something a bit different. In addition to our popular interviews, Ali and I will cover pressing issues ourselves in a series called Agree or Disagree. Will live stream commerce become a hit outside of China? Livestreaming is projected to hit $65 billion in the U.S., representing 5% of total e-commerce. Livestream channels on TikTok have made it more approachable to consumers outside of China, and viewer numbers, although still relatively small, are growing. In China, live streaming is an enigma, with over 500 million consumers regularly engaging in live streaming. Chinese shoppers use live streams to find their favorite brands and get deals, while in the West, it is considered a form of entertainment. Bryce thinks it will take off big time, especially when celebrity influencers get involved, and the production values improve. Ali disagrees. Live stream will have its place in the media mix, but it won't be as big as in China. What do you think? Agree or Disagree?

This episode focuses on the elements behind Chinese design, its unique characteristics, and how it's shaping global design ethos. Please welcome Danny Du, whose work in Shanghai, particularly with the Geely Design Global and now at BASF's Creation Center has marked him as a leader, bringing Chinese design aesthetics to the world.

We're talking about the Chinese hotel and travel industry today and are joined by Hugh Xu, a veteran in the travel and hospitality sectors with over 20 years of experience. Hugh has held critical roles in several Fortune 500 companies. Most recently, he served as the General Manager of Sales & Marketing at Sunmei Hotel Group, overseeing over 500 properties and 28 brands. Before that, he was with the Huazhu Hotel Group, managing sales and marketing for their upscale brands. Hugh's expertise extends to digital marketing and e-commerce, having driven significant initiatives at the NH Hotel Group and Hyatt Hotels Corporation.

For 20 years, China was about speed and scale, but it seems now that era has ended for many agencies and companies. Sales are dropping; budgets are being cut. Project pitching is now weekly for many agencies as brands focus solely on performance marketing. How should China businesses adjust for times that may not go as quickly as before? This week we speak to Mark Wang, Senior Consultant at Grace Blue, focusing on executive talent in marketing and communications in China. Mark previously led Edelman China and was Managing Director at OgilvyOne Beijing. Mark has also held positions at Lenovo, IBM and Dell.

Ali and Bryce were expats in Shanghai; what's it like for two Chinese senior global marketing executives living in New York? Today's podcast interviews Gary Chu and Mark Jiang from the Estee Lauder Companies, based in New York. ELC includes brands such as Estee Lauder, Clinique, MAC, La Mer, and Tom Ford Beauty. Gary was VP for the Online business from 2014 to 2020 and was responsible for leading the company's dominance in China e-commerce across 12 flagship stores. Mark was previously VP and Brand General Manager for MAC Cosmetics China. Mark and Gary are now senior VPs leading Estee Lauder's global online ambition.

We're talking rock and roll with Dr. Andrew Field, Associate Professor of Chinese History at Duke Kunshan University. Andrew is the recent author of "Rocking China", a book that traces the rise and spread of indie rock from the rock capital of Beijing to Shanghai and to other places in China. Through interviews with key players, Dr. Field explores the meanings of rock music in China society and many obstacles to developing indie rock in the country.

What does it take for brands in China to transform their businesses to be digital-ready? We asked Wiredcraft CEO and Co-founder Ronan Berder to provide his insights into what companies need to evolve their businesses. Ronan has been instrumental in driving digital innovation and transformation for such brands as Starbucks, Nike, and Hilton and provides us with stories and strategies behind China's digital revolution. 1. What is digital transformation? How can you work with these major companies and what lessons can other businesses learn? 2. What has led to such rapid adoption of digital transformation in China? How have payments and digital wallets forced companies to change? 3. How much of China is exportable now that you're doing regional markets? 4. How much of the type of transformation will help Chinese brands export outside of China? 5. How successful have brands done to do it on their own without the big e-commerce platforms? 6. Are there specific categories that benefit from direct-to-consumer business? 7. Is direct-to-consumer too hard, and is it much easier to push media to consumers? 8. What are your thoughts about AI, and how can brands use it to maximize their digital transformation plans? 9. What recommendations to get into a business like yours? Is this truly the future of the advertising industry? 10. A/B Test: Mini-Programs/Shanghai/Wechat & Burberry

Why was China a no-show at the Cannes Lions Festival of Creativity this year? Is it the quality of the work, or is it because China is no longer interested in participating on the global stage? We talk to 2 people who have just come back from Cannes Lions, and they give us their unique perspective. Our guests today are Robert Sawatzky, Asia Editor Director at Campaign Asia, a part of Haymarket Media. Robert's work has been showcased across various platforms, from CNN to Campaign UK, highlighting his significant influence in the media landscape. Joining Robert, we have Rogier Bikker; Rogier moved to China at the young age of 21 and has made his mark on the digital sector in China over the past 15 years. Known for pushing creative boundaries and winning medals at the Campaign Agency of the Year shows, he sold his agency TOMORROW to S4 Capital's MediaMonks and is now the Managing Director of Greater China. 1. Are awards shows still important? Do they translate to business results? 2. What were your high and low points of Cannes? 3. Cannes is still the "World Cup" of the industry and sets the bar for the industry's best. 4. Why didn't China show up? Only 1% of the submissions from China 5. Is Cannes now becoming a tech show? 6. Cannes is still under-represented by young creatives who can be inspired by the show. 7. Is it because Global doesn't understand Chinese creativity, or the creativity is too executional? 8. Was any cool AI stuff, or was it in the work? 9. What was your favorite campaign of this show? 10. Is China's global conundrum about framing China's innovation for a global audience? 11. A/B Test: Awesome or Average? Of Course, Awesome!

Stéphane Wilmet, a highly accomplished executive in the consumer beauty industry, joins our show today. With over 30 years of experience, Wilmet has held prominent positions in the United States and China. Notably, he served as the Chief Consumer Officer at L'Oréal China, overseeing consumer strategic branding, insights, foresight, and M&A activities, playing a crucial role in shaping the company's brand strategies and understanding the Chinese market. During the pandemic, Wilmet returned to the United States and worked as the Senior Vice President, of M&A, at L'Oréal USA in New York. He works as an advisor to private equity firms and shares his expertise as a guest lecturer at various business schools. 1. Off-topic, but any interest in buying a motorcycle? 2. We know that the beauty business in China is big, but are market nuances that the world can learn from China regarding how business is run here? (Hint: scale and speed) 3. How did L'Oreal stay vigilant with new product development? 4. How do we continue to build brands in a deep discount live stream environment? 5. Livestream help cast a net to recruit new consumers, but how do brands deal with high returns? 6. Will Western and Chinese beauty shopping behavior converge? Are shopping patterns becoming the same as digital ecosystems become similar? 7. Do beauty brands need an offline presence given the power of online? 8. Will we have a time that Chinese beauty brands will go global? 9. Any amazing Chinese beauty brands that you have your eye on? 10. How do young people get into the beauty industry? 11. Are men welcome in the beauty industry? 12. A/B Test: Authentic/New York/C/K/J-Beauty - what's C-Beauty's role?/ Virtual KOLs

We recently had the opportunity to speak with Chris Reitermann, the Co-Chief Executive of Ogilvy Asia and CEO of Greater China, about the role of AI in the advertising business in China. With an impressive 28-year career at Ogilvy, Chris has been instrumental in the successful rise of advertising in China. Ogilvy China is one of the largest and most respected agencies in the country, and it was awarded Integrated Marketing Agency of the Year by Campaign Asia in 2022. So, what does Chris have to say about the future of AI in branding in China? 1. Are we at another crossroads with the rise of AI? How will AI impact the business of advertising in China? Are agencies still relevant? 2. Will AI fully automate the advertising process? What will be the human role in the creative process? 3. Once far ahead, is China behind the AI curve now? 4. The agency's role has fundamentally not changed, despite the mediums and tools that have changed. 5. Where will China evolve post-Covid, and how has this changed the country's optimism? 6. Where does work/life balance fit into post-Covid agency culture? 7. Is an agency a place for a new recruit, or should they join the brand side? 8. How does Ogilvy balance experts and integration under a single office network? 9. Good growth is just around the corner for both agencies and brands in China 10. Local clients vs. global client needs are different - it's the local clients that want brand building 11. What are the biggest challenges for Chinese brands going global? 12. What's the importance of technology for agency services in China? 13. What's your favorite David Ogilvy quote? 14. Hey, are you still in China? Is China a regional hub? 15. A/B Test: Creatvity, Shanghai, MidJourney & KFC

Joanna Hitchins is the recent author of "Chinafy: How China is Leading In Innovation and How the Rest of the World Can Catch Up," now available on Amazon & Kinokuniya. In the book, Joanna explores 9 key catalysts that all businesses can effectively "Chinafy" their business. Joanna has over 25 years of experience leading B2B and B2C businesses globally, with over 20 years of experience in China. In addition to her many agency roles, Joanna spent over 9 years at Unilever, rising to a Global Brand Director based in Shanghai. 1. What's the reason for the book, and why are you writing it now? 2. What's the cultural lens of the 9 catalysts, and are these innovations just a question of circumstances? 3. Are Western companies becoming too topical in their strategic planning? Do we romanticize invention? 4. Does the size of China makes conditions for small players to compete with big ones? China remains the world's most competitive market 5. What are Big S and Small S? How can Western companies be more Small S? 6. How does China take advantage of Reverse Innovation, and why is it a big win for the masses? 7. China's Small S example: BYD: would America be ready for a $16,000 electric car? 8. Should global brands embrace the catalysts if they are doing business in China? 9. Embracing China Innovation: KFC 10. A/B: Small S, Data, Year 2023, KFC, BYD & Unilever!

Can Tik Tok market to specific consumer occasions, encouraging trial and purchase? Meet JJ Wang, Senior Business Leader at WPP agency VMLY&R, based in Shanghai. She's the recent author of an interesting whitepaper about occasion marketing, co-authored with Douyin/Tik Tok. JJ has been in the industry for about 10 years and believes in building brand culture, even in digital times. For Myers Briggs fans, JJ is an ESFJ. 1. What's Occasion Marketing, and how is it different from Mass Marketing? 2. How does Occasion Marketing work in the digital space? 3. The evolution of China beverage products and the need for multiple occasion moments 4. The Pick, Plan, and Lock Model Explained 5. How many content posts are needed for Occasion Marketing 6. Could Occasion Marketing apply to other categories? 7. Is this more effective than paying an influencer to sell your product? 8. Does this extend to other platforms besides Tik Tok? 9. Any good insights from the white paper? Gamers love powdered beverages 10. How does impulsiveness work on a social media platform in China? 11. How does Occasion Marketing work for smaller-budget brands? 12. Does creativity have a role in Occasion Marketing? 13. Is the ad business still a good place to start for young women? 14. A/B Test: Shanghai, Social, RED, Insights

Recreational camping used to be a niche in China, but now it's become a bit of a rage. The China outdoor market reached $60 billion in 2018 and is expected to hit $100 billion by 2025. By all estimates, around 100 million Chinese go camping every year, which is a small number relevant to the population, but that's a higher number than the 40 million Americans who go camping! What's causing the sudden rise in interest for camping? To discuss this, we have industry veteran Matthew Jung, General Manager Greater China for German outdoor brand, Jack Wolfskin. Mathew, or as his friends call him, MJ, has been in Asia for close to 25 years, first starting in the hotel industry at Starwood in Hong Kong, before he moved to Taiwan with Nike where he was Marketing Director. He then moved to Shanghai in 2010 with Nike and later to the Converse brand in 2018, where he was VP and General Manager. MJ later joined Jack Wolfskin in January 2022.

Welcome to Season 2! Today we are talking about creativity in the marketing and advertising industry, and we're honored to have one of China's most award-winning Creative Directors, Andrew Lok, on today's show. He started his career in Singapore as a journalist for UPI, but decided it was more fun to create news than report it, so he joined the advertising industry. After stints raising the creative rankings of Ogilvy China, based in Guangzhou and Beijing, he moved to Shanghai, where he served as Executive Creative Director for BBDO. In 2012, he founded Civilization, based in Shanghai, now one of China's top independent agencies. Andrew is among the most awarded Creatives in China and speaks Mandarin, English, and German.

Meet Annie Su, she's a full-time marketing executive and part-time foodie. Originally from Taiwan, most of her career has been in advertising agencies before recently joining the client side. She spent the prime of her career with Ogilvy, first in Taipei, then Beijing, and finally, Shanghai. Annie is also the author of 2 books, 1. 日尝时光：下班陪你进厨房 2. 当冰箱：只剩下乌鱼子, books about food, stories, culture, and the human experience. You learn why Annie has had a successful career in the fine art of listening to others. 1. Food & advertising: how are they connected 2. Cooking food & telling stories: about Annie's first book 3. Traveling, Conversations & Stories: about Annies 2nd book 4. A future in advertising? Annie's advice for her younger self: Forever Young 5. Join the client or agency after university?: Annie's answer will surprise you