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!





Julien's Links:

1.  Julien on LinkedIn:  https://www.linkedin.com/in/julienlapka/

2.  Inner Chapter Website:  http://innerchapter.co/

3.  The Revolving Door:  https://www.thatsmags.com/shanghai/directory/1799099/revolving-door



Links to the Taobao Silk Road Products:

1.  Illuminated Fingernails:  https://m.tb.cn/h.fPSs7lK?tk=N6q22WRG8UQ

2.  Magic Touch Covid Button Pen:  https://m.tb.cn/h.flTPlza?tk=hQyx2WRGgmI

3.  The Rat Floormat:  https://m.tb.cn/h.flTltGb?tk=caPI2WRuO63

4.  Giant Grilled Squid Pillow: https://m.tb.cn/h.fOS3TVZ?tk=v2jq2WRFHI5



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