The Road to China Marketing Effectiveness with Dhiren Amin

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

#MBA #Business #News #Marketing #Tech News #China #Bryce Whitsam #Ali Kazmi #Bryce Whitwam #Advertising #E-Commerce #Technology #Platform

30:55

A secret field that summons lightning. A massive spiral that disappears into a salt lake. A celestial observatory carved into a volcano. Meet the wild—and sometimes explosive—world of land art, where artists craft masterpieces with dynamite and bulldozers. In our Season 2 premiere, guest Dylan Thuras, cofounder of Atlas Obscura, takes us off road and into the minds of the artists who literally reshaped parts of the Southwest. These works aren’t meant to be easy to reach—or to explain—but they just might change how you see the world. Land art you’ll visit in this episode: - Double Negative and City by Michael Heizer (Garden Valley, Nevada) - Spiral Jetty by Robert Smithson (Great Salt Lake, Utah) - Sun Tunnels by Nancy Holt (Great Basin Desert, Utah) - Lightning Field by Walter De Maria (Catron County, New Mexico) - Roden Crater by James Turrell (Painted Desert, Arizona) Via Podcast is a production of AAA Mountain West Group.…

3 роки тому 42:33

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Has China’s obsession with achieving sales targets sacrificed long-term brand growth, or does it matter anymore? Now with another Single's Day shopping event behind us, we look at the state of brand building in a market dominated by e-commerce sales campaigns.
We're talking to Dhiren Amin, currently CMO at NTUC Income, based in Singapore. H was previously Asia CMO for Kraft-Heinz, based in Shanghai. Dhiren is one of the most active CMOs in the effectiveness awards space and is a big proponent of their participation.
1. Being a regional CMO based in Shanghai under Covid meant 6 quarantine experiences
2. What transfers from China? Channel Learning & Skill of China Speed
3. Will China's new product development innovation impact other markets?
4. Newness in e-commerce comes from the fact it's a 2D environment
5. What's the gap in China's submissions to regional and global effectiveness awards?
6. The path to effectiveness is the development of brand platforms
7. What is the advice for China brands to build effective campaigns?
8. How do brands stay in touch with pop culture?
9. What do you think it's important to participate in effectiveness awards?
10. Who is doing it right? Which brand is ahead of marketing effectiveness in China?
11. Tell us about Guanghe -a Kraft-Heinz fermented tofu brand!
12. How do you partner with agencies to make effectiveness campaigns?
13. Is being a CMO in China worth it, even with all the lockdowns?
14. Any advice for brand managers wanting to get ahead in the APAC region?
15. A/B: Test: Effectiveness, Wisdom, and Shanghai (professionally, that is)
Dhiren Amin on LinkedIn: https://www.linkedin.com/in/dhiren-amin-977a8a8/
For everything ShanghaiZhan: http://zhanstation.com/
Donate & become a ShanghaiZhan Patron: https://www.patreon.com/shanghaizhan
ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/

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The Road to China Marketing Effectiveness with Dhiren Amin

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

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published 3 роки тому

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#MBA #Business #News #Marketing #Tech News #China #Bryce Whitsam #Ali Kazmi #Bryce Whitwam #Advertising #E-Commerce #Technology #Platform

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

1
Decoding Brand China Using Semiotics: Panos Dimitropoulos 56:07

12 днів тому56:07

56:07

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 connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency. 1. What exactly is semiotics? Why should marketers care? 2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts? 3. Why are brands looking so similar? Is social media making an impact? 4. How influential is the format to semiotics? 5. Why are semiotic interpretations subject to context? 6. Has the Chinese cultural codified context changed or resurfaced over time? 7. How do semiotics work in bottom funnel communications? 8. Can you provide some cultural semiotic examples? 9. How can semiotics help Brand China export itself to the world? 10. How can one learn more about semiotics? 11. What's behind your agency name, "Two Words"? 12. What's the difference between brand anthropology and semiotics? 13. Can brands influence culture? 14. Is there a glimpse into the future of Brand China? 15. Any recommendations for BFAs who may be interested in semiotics? 16. What's the impact of AI on semiotics? Panos on LinkedIn: https://www.linkedin.com/in/thepdconcept/ Two Words Agency : https://www.twowords.agency/ Read more about Semiotics: 1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/0374521360 2. Jean Baudrillard: "Simulacra and Simulations" https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/0472065211 3. Walter Benjamin: "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451 For everything ShanghaiZhan : http://zhanstation.com/ Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
Tapping into China's Wellness Revolution: Strategic Opportunities for Brands with Henry Shen 47:58

28 днів тому47:58

47:58

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, including business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and are based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist. 1. Why has wellness become a thing in China? 2. What do you see as some of the significant trends as consumers are prioritizing wellness? 3. What? A Sleep Retreat? Let's Go! 4. What is meant by a Health Operating System? Where is the HOS? 5. Is wellness just a young person's thing, or is it embraced by all age and income groups? 6. If wellness is increasing, why are gyms closing? 7. How can companies embrace mental wellness in China? How important is it? 8. How can young students transferring into the working world manage stress, esp. in the advertising business? 9. How can non-wellness-focused brands embrace wellness? Can you give me some examples? 10. How can you be innovative in wellness? 11. What can brands do to take advantage of China's aging population? Henry Shen On LinkedIn: https://www.linkedin.com/in/shenhan/ About McCann Health China : https://ipghealth.com/network/mccann-health-china For everything ShanghaiZhan : http://zhanstation.com/ Got a Question? Access Our Mailbox: https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
The Rise of Female Automobile Power in China: Grey/AKQA's Janice Kok & Reiko Wu 49:28

6 weeks тому49:28

49:28

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? Janice Kok on LinkedIn : https://www.linkedin.com/in/janicekok/ Reiko Wu on Linkedin : https://www.linkedin.com/in/reikowu/ White Paper Link: https://bit.ly/3XKHRtR About GREY & AKQA CHINA: https://www.linkedin.com/company/grey-china/ For everything ShanghaiZhan : http://zhanstation.com/ Got a Question? Access Our Mailbox: https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
China's Retail Revolution: How SHEIN, Temu, and TikTok are Reshaping Global Commerce - Ed Sander 53:50

8 weeks тому53:50

53:50

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? Ed Sander on Linkedin: https://www.linkedin.com/in/edsander/ Tech Buzz China: https://substack.com/@techbuzzchina Exclusive Investor EV Trip Details: https://techbuzzchina.substack.com/p/join-the-tech-buzz-china-spring-2025 For everything ShanghaiZhan : http://zhanstation.com/ Got a Question? Access Our Mailbox: https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
Opening the Mailbox: Branding, Retail, Livestreaming, Media & More: Stephen Drummond 43:37

11 weeks тому43:37

43:37

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? Steve Drummond on Linkedin: https://www.linkedin.com/in/stephendrummond/ For everything ShanghaiZhan : http://zhanstation.com/ Got a Question? Access Our Mailbox: https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
A China Slowdown: From Patience to Profit with Alex Duncan 52:39

13 weeks тому52:39

52:39

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? Alex Duncan on Linkedin: https://www.linkedin.com/in/acjduncan/ HBR Article Mentioned in Episode: https://www.hbs.edu/faculty/Pages/item.aspx?num=35885 For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
The Big China Market Correction of 2025: Trend Spotting with Chris Baker & Minnie Wang 45:16

15 weeks тому45:16

45:16

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? About Totem Media: https://www.talktototem.com/ Download the Totem 2025 Report Here : https://www.talktototem.com/china-insights/2025-china-marketing-and-media-review About Campaign Asia: https://www.campaignasia.com/ Chris Baker on LinkedIn: https://www.linkedin.com/in/cbaker19/ Minnie Wang on LinkedIn: https://www.linkedin.com/in/minniew/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
The Decline of TikTok, the Rise of Rednote, and End of App Loyalty - With Olivia Plotnick 49:36

17 weeks тому49:36

49:36

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? Olivia on Linkedin : https://www.linkedin.com/in/olivia-plotnick/ About Wai Social : https://www.waisocial.com/ Who What Wai on Substack: https://whowhatwai.substack.com/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
The 2025 China Brand Equity & ROI Paradox - Totem's Chris Baker & OMD's Ahle Kuang 55:23

18 weeks тому55:23

55:23

Welcome to Season 4! Today, we're also celebrating the 10th anniversary of the 2025 Totem China's Marketing & Media Trends Report. We hope 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? About Totem Media: https://www.talktototem.com/ Download the Totem 2025 Report Here : https://www.talktototem.com/china-insights/2025-china-marketing-and-media-review About OMD: https://www.omd.com/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
Social Media Intelligence vs. Traditional Research: Target Social's Wang Tao on the Future of Consumer Insights 51:15

20 weeks тому51:15

51:15

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 仟传网络. 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. 1. What's your current job, and what does Target Social do? 2. What's the difference between your consulting role at your current vs. previous job? 3. How do you extract data from social media platforms that help deliver insights? 4. How is market research evolving? Is it just social listening, or is there more to it? 5. Is social listening a good measurement, and you don't need focus groups or interviews? 6. How do social platforms collect data for passive users? 7. Why do the algorithms seem incorrect about one's profile? 8. Pushing surprise content remains an advantage for advertisers. 9. What are the skills necessary for modern market researchers? 10. How do you teach insights, and how is it possible to identify them? About Target Social ( 仟传网络) : https://tarsocial.com/en/international Wang Tao on LinkedIn: https://www.linkedin.com/in/tao-wang-b602619b/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
Spring Festival to Singles Day: Festivals in Modern China Marketing: Hope Hong 37:02

23 weeks тому37:02

37:02

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? About Chuanmener: https://www.chuanmener.world/ Hope on LinkedIn: https://www.linkedin.com/in/hopeyanhong/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
From Mass Appeal to Micro Moments: The Future of China Livestream E-Commerce 58:13

25 weeks тому58:13

58:13

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 Sinica Podcast on Substack : https://www.sinicapodcast.com/ Sinica Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/sinica-podcast/id1121407665 Sinica Podcast on LinkedIn: https://www.linkedin.com/company/sinicapodcast/posts/ Kaiser Kuo on LinkedIn: https://www.linkedin.com/in/kaiserkuo/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

1
Time for Brands to Do a Discount Detox? With Jacques Roizen 41:00

26 weeks тому41:00

41:00

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? Jacques on LinkedIn: https://www.linkedin.com/in/jacquesroizen/ About DLG: http://www.digitalluxurygroup.com/ For everything ShanghaiZhan: http://zhanstation.com/ Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Got a Question? Access Our Mailbox : https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

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Targeting Outbound Chinese Travelers with Subramania Bhatt and Mark Shrives 51:42

28 weeks тому51:42

51:42

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? Subbu on LinkedIn: https://www.linkedin.com/in/subramania/ The China Trading Desk: https://www.chinatradingdesk.com/ Travel Survey Link: https://survey.chinatradingdesk.com/ Mark on LinkedIn: https://www.linkedin.com/in/markedwardshrives/ For everything ShanghaiZhan: http://zhanstation.com/ ShanghaiZhan Theme Music: by Bryce Whitwam https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/…

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

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Chinese Women in Tech with Dr. Susan Zhang 39:57

30 weeks тому39:57