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

Folgen

• 
  After 20 Years of China Advertising: Is There a Bright Future? 05.11.2021 30Min.

  Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. Both fluent Mandarin speakers, Bryce writes the language while and Ali gets away with using his thick Beijing accent. In their inaugural episode, “After 20 Years of China Advertising: Is There A Bright Future?” Bryce and Ali discuss: 1) Being in China for over 20 years in China 2) Bryce visits a slimming center and is wrapped in plastic. 3) Losing relevance even if you are out of China, even if for a few weeks?! 4) Use and application of data in a PIPL led-world, operating in platforms, is super important, and trusting platforms in exchange for better service & utility. 5) Bryce likes looking at pictures of guns on Instagram 6) Clients pulling advertising in-house, at speed, more strategic, more quantified. 7) Alibaba is still a buy! 8) Consolidation versus creativity. 9) Preconditioned for careers that are “measured”. 10) Too hard to let go. Oh! the energy and the addiction of China! Next up, an analysis of Double 11 featuring one of China’s most prolific alcohol salesman. Stay tuned.
• 
  Pernod Ricard's Pierre Delfosse on 11/11: the Day After the Dust Settled 17.11.2021 31Min.

  In this episode, we talk with Pierre Delfosse, E-commerce Director at Pernod Ricard China, on the world's largest shopping festival, Double 11, which climaxes on the 11th of November of every year. We are still big in Japan. We are a lot bigger in Hong Kong (S.A.R.) and even bigger in the USA. In this episode we discuss: 1. What we shopped for Double 11 
 2. How has the spirits business evolved over the past 7years 
 3. What Chinese consumers drink, white, yellow, and brown. 
 4. Jiu Jiu or September 9 is Spirits Day in China 
 5. Imported spirits hold 1.5% of share of spirits (minuscule when you put into consideration how much Baijiu is drunk in China). 
 6. Success offline leads to greater success online, especially on that day – building brand is massively important 
 7. Double 11 is not an Alibaba thing alone, all platforms are Double 11 crazy 
 8. Building owned traffic and reducing dependency on the platforms. 
 9. Pierre enjoys Glenlivet and Cognac but sometimes cheats with a Blue Label. 
 10. Don’t drink and drive. 
 Join us next week for another exciting show as we are investigating the evolution of sport. Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
• 
  China: Luxury's 2021 Comeback Story feat. Artefact's Mike Zhu & Serena Shen 02.12.2021 29Min.

  When the pandemic hit, the luxury business was doomed, or was it? China was not only Luxury's comeback kid, but it also helped redefine the category for the post-pandemic world. How can you define luxury through a complete mobile experience? In this episode, we have modern luxury experts Artefact's Mike Zhu & Serena Shen talk about how China made it happen, and what are the lessons for the world. In this episode we cover: 1. What makes luxury tick? 2. Controlling supply & creating desire 3. Empty malls and the metaverse 4. Day day up up luxury 5. Personal service on live broadcast 6. Luxury, made in China 7. Late to the party, but running fast 8. Shopping at the Prada wet market Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
• 
  Talking Trash on China: The Sustainability Race With Richard Brubaker 16.12.2021 44Min.

  China is one of the fastest-growing economies and faces serious sustainability challenges. Like the hosts, today’s guest completes 20 years in China, all of it helping China and the rest of Asia with real issues on waste, waste management, and social responsibility. Richard Brubaker is Founder & Managing Director at Collective Responsibility and Executive Volunteer at HandsOn China. He draws comparison to the US and has lessons to offer on what they can do better. 1. Picking sustainability because of a mega Sichuan earthquake. 2. Exporting sustainability to the rest of the world. 3. Look out the window, you don’t need to look too far. 4. Takes time for companies to get out to do stuff. 5. Serving the community with HandsOn, the easy one to talk to. 6. ESG, EHS, sustainability is a lot more than trash talk. 7. Marketing & brand management blamed getting a bad rep. 8. Do good, get good talk, be like Starbucks, do little things well, every day. 9. “Efficient sustainability” ready for export from China 10. No one consumer in China map them against a problem to help solve Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent. More about Richard Brubaker: Website: http://www.richbrubaker.com Facebook: https://www.facebook.com/rich.brubaker LinkedIn Page: https://www.linkedin.com/in/richbrubaker Instagram: https://instagram.com/richbrubaker Twitter: http://www.twitter.com/richbrubaker Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
• 
  Shiseido’s Carol Zhou on C-Beauty & Big China Beauty Trends for 2022 28.12.2021 36Min.

  China’s Beauty market is #2 behind the US at US$71 billion (Euromonitor 2020), and it’s expected to be the world’s biggest in 3 years. Chinese women today are notably confident and embrace their own identity and style. Popularly, we call this "C-Beauty" as it competes with the more identifiable ‘J’ & ‘K-Beauty’. ShanghaiZhan welcomes Carol Zhou, Sr. Vice President for Innovation & Investments at Shiseido China to talk to us more about defining Chinese beauty and the big trends for the upcoming year. In this episode we talk about: 1. Our newfound stardom as KOLs by hitting over 8000 downloads 2. Carol’s 2022 beauty resolutions 3. Carol’s journey to becoming a beauty expert and having the best job in the business 4. The rise of C-Beauty, beauty diversity & what Chinese women want? 6. Global brands balancing act in China: the girl with freckles are to be celebrated 7. The “clean beauty” trend in China: What it is and what it is not 8. “Adjacent spaces”: Shiseido’s innovation growth plans 9. “Medical beauty” & why is it growing so quickly? 10. Global vs. local beauty brands: who is leading where and why? 11. Offline or online? What’s the future of beauty offline as online continues to grow? 12. Are brand stories still important for C-Beauty or is the market still highly imitative? 13. How has Covid affected the China beauty industry? 14. Beautiful men 15. C-beauty in the metaverse. Believe it or not, there’s an App for that! (and yes, metaverse made it into the conversation) Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for marketing in China. Bryce & Ali are well connected to China for over 20 years and still work in the industry in Shanghai. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
• 
  BONUS EPISODE: Bryce Whitwam: Why China Has Leapfrogged the World in Digital Marketing 02.01.2022 1Std. 5Min.

  ShanghaiZhan podcast host, Bryce Whitwam, expounds on the sophisticated Chinese consumer and innovations in the Chinese marketplace on "The Reorient! Podcast", interviewed by Jesse Freidlander on September 1, 2021. "The Reorient! Podcast" is available on Apple Podcasts. 1. Bryce's life story: from South Dakota to Shanghai 2. China's marketing evolution, starting 2010 3. The early days of China advertising: expanded distribution makes any ad campaign look successful 4. 2015: The marketing transformation of China begins with the growth of social media & e-commerce 5. Global vs. China market: what are the key differences? - Think 14 different engagement channels to buy a printer! 6 . The world of China's influencers: 5 different layers serving different purposes 7. Building brand equity in China is all about enhancing customer experience 8. Global vs. local brands: what local brands can do better 9. The pet food category in China takes a lot from female beauty trends 10. Why the Chinese consumer is so sophisticated & demanding for choice, and they've become addicted to the whole experience 11. Chinese psychographics: why China isn't as homogenous as you think 12. China GenZ: still rebellious and individualistic, but within a framework 13. China shares American archetypes: work hard & you can be successful, too! 14. Lower tier & upper tier differences are becoming less obvious, thanks to e-commerce 15. GenZ: Western vs. China: what are the similarities and differences? 16. Do Japan and Korea still have an influence on China's GenZ? 17. How will the China market evolve in the world of Covid? Some China brands get it.
• 
  Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 1 13.01.2022 36Min.

  What’s in store for the industry in 2022? During the first half of our two-part series, we speak to Gordon Domlija from WPP media agency, Wavemaker, about what brands in China need to do to stay relevant, and why client in-housing agency work isn’t necessarily that easy of a task. Gordon also reflects on his career, why he came to China and the first place, and, despite being the Asia-Pacific leader, chooses to remain in China, despite Covid restrictions. This episode is co-sponsored by our good friends at Campaign-Asia. 1. Gordon’s path to the ad business: it started in a nightclub and ended up at the Howard Johnson’s 2. Why Gordon Stays in China as regional CEO 3. China + Asia: There’s still a gap (and China is ahead) 4. How Gordon does his job without being a regional seagull 5. Working with platforms in the region is about collaboration because you can’t do everything well 6. What are clients’ expectations for 2022? 7. Is China too performance-driven? 8. Marketing predictions: Are brands now asking brands to drive private audiences or 1P? 9. What’s the advantage of agencies in the world of corporate in-housing? Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for marketing in China. Bryce & Ali are well connected to China for over 20 years and still work in the industry in Shanghai. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent. For everything ShanghaiZhan: http://zhanstation.com/
• 
  Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 2 19.01.2022 29Min.

  Here's part 2 of our fantastic interview with Wavemaker's APAC CEO, Gordon Domlija. In this episode, Gordon discusses the challenges of managing a regional agency during Covid, and how his focus has been on creating a corporate culture in some markets that may have not seen each other for the past 2 years. Gordon also discusses the need for structural organization in his agency to meet the changing needs of his customers. You can also get Gordon's take on the Prada Wet Market - his agency did the work! 1. Hiring & retaining people & how Covid-19 has affected agencies in Asia 2. How does the industry keep the best people (it has lost the plot)? 3. Build your agency culture around fun 4. Structural re-organization is the big theme for 2022. 5. With massive discounts in China e-commerce, aren't we all racing to the bottom? 6. Gordon's take on the Prada Wet Market installation - brands just wanna have fun 7. Is China still a good market for foreign brands? Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for marketing in China. Bryce & Ali are well connected to China for over 20 years and still work in the industry in Shanghai. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
• 
  The Beijing Winter Olympics Preview: Covid, Sponsorships & Eileen Gu 26.01.2022 50Min.

  Meet China's most famous and insightful sports insider, Mark Dreyer, who's a regular commentator on the Chinese sports industry. Now that the Winter Olympics is just around the corner, we felt it was time to get Mark's opinion on sponsorships, the events, and what it's like in Beijing these days. Mark writes weekly columns for SupChina & SportsBusiness & is co-host of his own show, the China Sports Insider Podcast. Mark has also released his first book "Sporting Superpower: An Insider's View on China's Quest to Be the Best". 1. Mark's experience in Beijing 2008 2. I would love to see China win the World Cup 3. Can China win at team sports? 4. Winter Olympics: A covid games like no other 5. Will the Winter Olympics Encourage more winter sports? 6. Mark's bold predictions for the Winter Olympics: expect a breakthrough in sliding sports 7. Sport sponsorships are bleak (unless you're a local Chinese brand) 8. Eileen Gu will potentially be the face of the Winter Olympics 9. Impact of social media and sports players: CCTV has become a dinosaur 10. Will we be seeing NFT tokenized moments at the Olympics? 11. What will be the next big thing for sports sponsorships in China (It's not good news) 12. What about watching sports abroad? One bad tweet and you might be blacklisted 13. Sports amongst the middle class has grown significantly, but it can't get in the way of school 14. Yao Ming or Li Na? It's Li Na!
• 
  Evolving From KOLs to Chinese Influencer Groups: Insights Guru, Julien Lapka 08.02.2022 47Min.

  What's the future of influencer marketing in China? To insights expert, Julien Lapka, successful brands focus on influencer groups rather than KOL powerhouses such as Austin Li. It comes down to uncovering unique insights, not often found in databases. Julien is the founder of Inner Chapter, an agency that turns insights into commercial IP. Julien is also co-owner of Revolving Door, a speakeasy behind a small coffee shop, located near XinTianDi in Shanghai. Today's episode is sponsored by our friends of Campaign Asia. 1. Why open a speakeasy and what's behind the name, Revolving Door? 2. How did you get into the insights business and why set up your own shop? 3. How e-commerce has dramatically how you uncover insights 4. Trends in Shanghai should not represent China trends. 5. The 2 Chinas: Those who work hard to survive & the others who can afford to "lie flat" 6. The rise and popularity of Dystopia 7. Insights Mining in 2022: Home Visits Still Work the Best 8. Home Visit Insight War Stories: Turning Tea Leaves into Skin Rejuvenation Post-Surgery Product 9. Data Looks at Past-Behavior - It doesn't predict the future 10. First Installment of Taobao Silk Market: The Squid Wins! 11. Do Chinese brands have the upper hand? In which categories? 12. Julien's favorite innovative Chinese brand: HeyTea 13. Building brands that will last needs more than KOLs but influencer groups 14. Connecting "spicyness" to behavioral psychographics - spicy as a stress reliever 15. A/B Test: Knedlíky or Jiaozi: the answer will surprise you!
• 
  Genesis Motor China CEO Markus Henne: Building a Luxury Auto Brand in China 28.02.2022 44Min.

  Meet Genesis Motor China's CEO Markus Henne as he describes his experience of building a luxury auto brand in China from the ground up. Markus joined Genesis Motor in 2019 from a distinguished career at Mercedes-Benz, and it has only been since October of 2021 that they have begun to distribute cars. How to build a luxury brand amongst all the competition? How to keep customers interested for 6 months after they have put down their deposits? Today's episode is sponsored by our friends of Campaign Asia. 1. How did you end up in China and what are you driving these days? 2. What's different about a Genesis, and what's it like working in the car industry these days? The advantage of a blank canvas 3. Hiring people outside of the industry is key to the Genesis Experience. 4. Advantage Direct-To Consumer model, especially in China 5. What aspects of the Genesis Experience can be exported from China? 6. Big brands want to go to Direct-To-Consumer but they are bound by tradition 7. How do you keep Chinese customers active before they can get their car? 8. NEV/EV - is there a difference in customer experience from regular petrol cars? 9. EV & Petrol: appeal to different consumer groups 10. Expect the big auto players to come back against the new NEV players, but it will take time 11. How do you define Genesis luxury? What is "Athletic Elegance"? 12. How do you define luxury in the after-sales world? 13. Any big differences working for a Korean company vs. a German? 14. Hong Xiao Rou or Schnitzel: It's Schnitzel!
• 
  Annie Su & the Unique Intersection of Food and Advertising 10.03.2022 32Min.

  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. Annie has had a successful career in the fine art of listening to others. 1. Meet Annie: Taipei to Beijing to Shanghai 2. How has the advertising business transformed since 2007? 3. Annie's 3 big ad agency accomplishments: A Taiwanese female introvert in a man's world 4. Food & advertising: how are they connected 5. Cooking food & telling stories: about Annie's first book 6. Traveling, Conversations & Stories: about Annies 2nd book 7. A future in advertising? Annie's advice for her younger self: Forever Young 8. Join the client or agency after university?: Annie's answer will surprise you 9. The A/B Test: Always the best part of the show
• 
  Shanghai Under Covid Lockdown: Praises, Frustrations & Predictions 29.03.2022 41Min.

  Ali and I decided we needed to have a "Covid lockdown in Shanghai" episode since we are all stuck at home, dividing our time between work, food hunting, and waiting in line for PCR tests. Where are we headed? We're joined by Professor Andrew Field, a Professor of History at Duke Kunshan University and our returning champion, a friend of the podcast, Richard Brubaker, Founder of sustainability consultancy, Collective Responsibility. 1. Shanghai under lockdown overview: From "Zero Covid" to "Dynamic Zero" 2. Living Under Covid: Shanghai vs. the Suburbs 3. Shanghai's Older Population Under Threat 4. Switching Gears Given the Logistical Nightmare 5. From High Tech Health Apps to Decorative Phone Stickers 6. Hard Tactics vs. Self-Management: Which works better? 7. Shanghai's Emotional Weather Report: Locals & Foreigners 8. Painting into a corner with never dry paint: keeping the economy going 9. What's next? Can we hold out for another lockdown level? 10. Communication under Covid: by neighborhood via WeChat 11. China's lack of healthcare infrastructure for a pandemic 12. A/B Test With Andrew: It's Lu Xun and Coach K
• 
  Shanghai Under Lockdown: the Global Supply Chain & Future of Business 09.04.2022 35Min.

  We are now in the 4th week of the great Shanghai lockdown. How will the lockdown impact business and the supply chain? To answer this question, we have invited supply chain expert, Cameron Johnson, Head of APAC Strategy for FAO Global. Mr. Johnson is also an Adjunct Professor at NYU Shanghai as well as a Board of Governors for the American Chamber of Commerce Shanghai. 1. Business impact: how will the lockdown affect business and how does it compare to 2020? 2. Impact of the Supply Chain: it's about the trucks, not the ships 3. Covid and China Decoupling: Will companies now leave China? 4. Covid & Human Capital: Will this be the line in the sand for China's foreign business community? 5. When will the lockdown end? What has to happen? 6. Food logistics: how are people getting fed? Any strange vegetables? 7. A/B Test: Bezos & the Seattle Space Needle Cameron Johnson On Linkedin: https://www.linkedin.com/in/cameronjohnsonshanghai/ 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/
• 
  The Great Shanghai Lockdown's Impact on Marketing 17.04.2022 41Min.

  Shanghai's Lockdown will enter its 5th week starting next week. How are brands in China reacting now or should they react at all? And more importantly, how will the lockdown impact the market in the long term and how should brands prepare for the future? Is this a great moment in advertising to connect with the masses? Please welcome McCann Health China's Chief Strategy Officer, Henry Shen, and Ogilvy Shanghai's Strategy Director, Arjun Paul Vendanayagam, to discuss this with Ali and Bryce. 1. Living the life of a strategic planner under Shanghai lockdown 2. Two sides of the coin: The Lockdown has actually brought neighbors closer together. People are starting to lose it 3. Short Term: Brands are being more cautious because they don't want to over-promise. 4. JD.com steps up and tries to deliver truckloads by the day 5. Long Term: Expect 2 Extremes: Carp Diem v. Stock For a Rainy Day: How to achieve the balance 6. Potential territories: Mental Wellness, Real-World Experiences, Comradeship, Live With What You Have 7. Can mental health be a potential brand territory? 8. Don't Waste This Crisis! Yes, it's possible here. 9. Anything you wish you knew as an advertiser? 10. Our 3 Key Lockdown Survival Tips: Yes, one is don't look at your phone so much! 11. A/B Test: Coke, Prison Break, Playstation, and lots of cabbages!
• 
  Can Chinese Beauty Brands Go Global? - Lisa Shiqi Yu + Elijah Whaley 02.05.2022 44Min.

  We're taking a much-needed break from Shanghai's recent Covid lockdown to talk about the globalization of C-Beauty. What will it take for Chinese beauty brands to go global? How important are influencer networks and what is the role of technology? Will fast-fashion platform, Shein.com's use of AI predictive analytics be a beauty industry game-changer? We're joined by Lisa Shiqi Yu, Founder, and CEO of GENLAB Group, based in Shanghai. GENLAB is a selective incubator supporting purpose-led entrepreneurs to complete their global vision. We are also joined by Elijah Whaley, who is VP of Marketing for Gainfluence, a company specializing in influencers for NFT & crypto projects. 1. Lisa and GENLAB's mission: finding Chinese brands with purpose, sustainable platforms, willingness to go global, and a bit of fun in their DNA. 2. Introducing Zeya - Hard Soda with No Pressure 3. Beauty & Influencers: Is the China KOL model exportable? 4. Moving beyond the First Year Momentum That Most Chinese Brands Face 5. China's Supply Chain Product Mindset to Meaningful Brands: What's Learned From Western Brands 6. Convincing a Chinese Brand Owner Wanting To Go Abroad to have a World View: It's Tough 7. Brand Building Outside of China for Non-Beauty: Leaning on Product 8. The Shein.com Story - From Fashion to Beauty? 9. Data Hub vs. Philosophical Brand Hub: who will win? 10. Perfect Diary: Will They Be China's L'Oreal? 11. Should a Brand Embrace Private Traffic? 12. A/B Test: Baijiu, Rocky Mountain Oysters, Cucumber Soda & Kool-Aid
• 
  Is There a Future for SaaS Marketing Platforms in China? 15.05.2022 39Min.

  Do SaaS Marketing platforms have a future in China? Yes, the platforms here are different, but there are also a lot of cultural reasons why SaaS hasn't taken off here. According to McKinsey, China is still 10 years behind other markets in SaaS platform development. Why? What needs to change? We spoke to our good friend, Alex Duncan, Co-Founder of social media SaaS platform, KAWO, who has lived in China for 15 years, where his passion for adventure, user experience, and technology has flourished. 1. What on Earth is Saas? Why do marketers need it? 2. Why did Alex come to China? For the adventure, of course! 3. What is KAWO? Why do China brands need it? 4. Is There a Connection Between Social Media Execution & Brand Planning? It Depends on the Outcome You’re Looking For. 5. WeChat is Still a Great Place To Build Brands, But It’s Not Easy 6. Is Private Domain Traffic or Is It Just a FOMO Gimmick? 7. Media Efficiency or Media Planning Intelligence? Sorry to say, it’s the definition of insanity 8. Why has not SaaS not been popular in China? 9. The Huge SaaS Potential in China and China Needs it. 10. Why Isn’t Adobe or Salesforce Big In China? Is it a Cultural or a Unique Ecosystem? 11. What Do SaaS Platforms Need in China to Grow? 11. What Gets You Inspired and Why Did you Get Inspired to Run a SaaS company? 12. A/B Test: Mathematics, Specialized and Bearded (of course!)
• 
  The Future Of The China Media Agency Business 27.05.2022 38Min.

  We've seen a lot of change in the Chinese media landscape over the past 20 years, so what about the next 20? Where is it going, and is there a future for media agencies given all the sophisticated technology, in-housing and big platform plays that control the data? We're joined by Doug Pearce, the former Chairman, and Group CEO at the Omnicom Media Group. Doug left OMG in 2018 to form his own company, the Doohken Network. We're also joined by Jun Yuan, who is the Founder and CEO of Cross-Border Digital Marketing Consulting firm, SparkX. 1. Doug and Jun’s beginnings in the China business and the transition of media 2. Jun’s SparkX: providing both outbound China for Chinese brands and inbound China for others 3. Outbound China media is still within the Small-Medium Businesses 4. Inside/Outside Media Buying will split the media buying world into 2 camps 5. China is further developed in first-party data and evolving their CDPs, while the West is further along with Martech 6. How do influencers fit in within the programmatic and tech media ecosystems? 7. KOCs and the eventual monetization of consumers to sell products for brands 8. Can outbound China players build brands abroad is it all low-cost ROI-driven solutions? 9. China’s media ecosystem is more effective, lower-priced and highly targeted 10. What’s the future of the media agency? A bullshit filter 11. A/B Test: INXS, Harleys, New York, & Melbourne
• 
  The Leaving China Show 10.06.2022 46Min.

  This episode is for those who are thinking of leaving China, maybe now or in the future. In this episode, we're joined by 2 "experts of experience" who left China to return home and can share their experiences about adjusting, why they left and what they really miss. For many, especially the expatriate population, the Shanghai lockdown has become a time to re-evaluate future priorities as foreign companies consider reducing both staff and investments in the country. Meet Milo Chao who is currently the Chief Strategy Officer for ad agency, DDB Chicago. Milo was formally CSO for DDB China and later, TBWA. Milo returned to the US in 2019. We're also joined by Ker Gibbs, who is currently an Executive in Residence at the University of San Francisco. Ker is best known as the past President of the American Chamber of Commerce Shanghai from 2019 to 2021 but has been in China for most of his career. He returned to the US in the early part of the year. 1. Why did you come to China, why did you stay so long and why did you leave? 2. When is the right time to leave? Has Shanghai lost its mojo? 3. Will Shanghai change past the lockdown? Will expats leave or eventually come back? Is this the fall off the cliff moment? 4. The evolution of Shanghai: now we're in a more developed stage & the role of foreigners have changed. 5. Foreign companies vs. Foreigners: How will China adjust post-Covid? 6. Returning Home: How do you prepare for repatriation? What are the transferrable skills? 7. If you can make it in China, you can make it anywhere...China is still an important market 8. Expect 2 years to get acclimated to your home culture leaving China 9. Keep your networking prospects and start right now before you leave... 10. The post-China job market realities: a. WFH is the new normal. b. Growth of the Gig Economy. c. Big global labor shortage 11. Are there still opportunities in China? Yes, but be prepared! 12. A/B Test: Ding Tai Feng, Cui Jian, Baguettes, and the Shangri-La!
• 
  The Next Generation of China Advertising: Super KOL, Mia Liu 24.06.2022 29Min.

  Our 20th Episode! Today we meet Mia Liu, she's a famous influencer and fashion blogger, or, as they say in China, Key Opinion Leader (KOL). With over 3 million fans on Weibo, Mia creates engaging content for big global brands including, Tom Ford, Louis Vuitton, Jimmy Choo, and L'Oreal. Armed with a Master's in Marketing, Mia represents the new face of China advertising.. 1. Why on earth would you want to be a Chinese KOL? For Mia, it was being a fashion editor 2. What’s Mia’s typical day look like? How does she get clients? 3. Is being a KOL a stressful life or is it truly a glamorous job? 4. What’s the difference between an MCN, KOL and KOC? 5. How does a KOL in China make money? 6. Is China moving more towards performance KOLs or brand KOL? 7. How do KOLs get discovered by the brands? 8. Mia’s favorite brand collaborations: WeWork and Durex 9. Not all KOLs livestream. Brands need both bloggers and sales 10. Mia’s magic?: be true to yourself and don’t forget the “opinion” in KOL 11. Mia’s next 5 years: be a KOL for life! 12. A/B Test: Kylie Jenner + Pink + Weibo + 兰州牛肉面