ShanghaiZhan上海站播客 - 节目列表

Episode 100! We start the podcast with a bit of reflection on our journey, which began back in November 2021. Then we ask the question: Is the old China-first Asia marketing playbook breaking down? Julien Lapka, founder of Inner Chapter, joins us to discuss how China, Japan, and Korea are becoming a more connected cultural triangle. The conversation explores how travel, social media, beauty, retail, hospitality, craft, food culture, and algorithm fatigue are reshaping consumer expectations across Northeast Asia — and why brands may need to think less in terms of isolated markets and more in terms of regional cultural influence. Key takeaways: * Northeast Asia is becoming a connected cultural ecosystem rather than three isolated markets. * Consumers are increasingly seeking “algorithmic escapism” through craft, travel, and physical experiences. * Influence is shifting from influencers to spaces, communities, and real-world interactions. * Korean beauty culture helped push Chinese consumers toward ingredient-led and value-led consumption. * Japan’s focus on craftsmanship and materiality is reshaping how younger consumers think about quality. * Chinese brands are exporting speed, playfulness, and cultural IP into the region. * The future Asia strategy may be regional cultural convergence, not China-first expansion. Julien on LinkedIn: https://www.linkedin.com/in/julienlapka/ Inner Chapter on LinkedIn: https://www.linkedin.com/company/inner-chapter/ About Inner Chapter: https://www.innerchapter.co/ For everything ShanghaiZhan: http://zhanstation.com/ Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/

Episode 99!: Mariano Bosaz, author of Digital Mindset: Marketing Strategies in the Age of AI, joins the podcast to argue that “digital transformation” is no longer a department, a buzzword, or a consultant’s slide deck. It is now a personal survival skill. Mariano explains why leaders who treat AI as optional are already behind, why analog mindsets still dominate large organizations, and why brands must shift from chasing attention to creating real consumer involvement. From Formula One simulations and AI agents to synthetic creators, disclosure anxiety, and China’s speed-at-scale, this episode asks whether marketers are ready for a world where disruption hits individuals rather than companies themselves. Key takeaways: * Digital transformation now starts with individual behavior, not corporate teams. * AI turns productivity into a competitive weapon. * Data advantage matters more than generic AI access. * Brands must move from engagement to involvement. * China still shows the future before the West. Mariano on LinkedIn: https://www.linkedin.com/in/marianobosaz/ Mariano’s Book: “Digital Mindset:” https://a.co/d/0f73bFOH For everything ShanghaiZhan: http://zhanstation.com/ Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/ Ali on Linkedin: https://www.linkedin.com/in/alikazmi/

Is China both powerful and vulnerable? We delve into China’s innovation paradox, exploring how the landscape has shifted from a gold-rush mentality to highly competitive, sophisticated market dynamics. As we discuss the challenges and opportunities for foreign entrepreneurs, you’ll gain insights from industry leaders who have firsthand experience navigating this complex terrain. We’re joined by Manoj Mehta, who is the CEO of Naked Group, a Shanghai-based company that promotes a sustainable lifestyle through luxury resorts and shared workplaces. With over 15 years of experience in China, Manoj shares his insights on the evolving consumer demands and competitive landscape. Returning guest Ker Gibbs is a seasoned expert, author of “The Fragile Dragon,” and former president of the American Chamber of Commerce in Shanghai. Key Topics * China’s market evolution from copycat to innovator * Impact of local competition and imitation * Regulatory environment and government relations * Success stories of foreign brands like KFC, Pizza Hut * Failures of eBay, Uber, and others in China * Strategies for foreign companies to succeed in China * The importance of local knowledge and partnerships * Market shifts due to consumer sophistication and economic factors Manoj on LinkedIn: www.linkedin.com Ker on LinkedIn: www.linkedin.com Ker’s Latest Book, “The Fragile Dragon:” a.co For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

In this episode, the hosts engage in a lively discussion with Coca-Cola NPAC Director Bassam Qureshi about the complexities of cultural resonance in marketing. They explore whether brands can create cultural moments or merely reflect existing cultural trends. The conversation delves into the impact of personalization and AI on marketing strategies, the importance of understanding cultural insights, and the lessons learned from global markets like China and Japan. The episode emphasizes the need for brands to have a strong point of view as they navigate the challenges of a fragmented cultural landscape. Takeaways * Cultural resonance is a delicate balance of reflecting and driving culture. * Brands often play it safe, losing the bravery to create cultural anchors. * Cultural insights should be purposeful and insightful, not just surface-level. * Personalization in marketing is becoming akin to fast fashion. * Virality requires a different approach than personalization. * Understanding local and universal cultural insights is crucial for resonance. * Brands need to have a clear point of view to connect with audiences. * Cultural moments are becoming more fragmented due to niche creators. * The role of AI in marketing is growing, impacting how brands connect with consumers. * Lessons from global markets can inform local marketing strategies. Bassam Qureshi on LinkedIn: www.linkedin.com Bassam’s LinkedIn Article:www.linkedin.com 2014 Coca-Cola Super Bowl Ad: www.youtube.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

We engage with David Feng, a railway visionary, to explore the transformative impact of China's high-speed rail system. They discuss the sociological implications, the changing nature of work, the competition between air travel and rail, and the future of urbanization in China. David shares insights on the sustainability of railway growth, the potential for exporting China's railway model, and the integration of electric vehicles with rail systems. The conversation culminates in David's recommendations for must-try railway journeys in China. Takeaways China's railway system is a model for urbanization. High-speed rail is reshaping social dynamics in cities. Work habits are changing due to improved rail connectivity. Air travel is declining in favor of high-speed rail. Domestic tourism is on the rise thanks to rail access. Railway growth faces sustainability challenges amid debt. Exporting China's railway model is complex but possible. Future rail projects may connect more Asian countries. EVs and rail systems can complement each other. Urbanization will evolve with changing population dynamics. About David Feng: en.davidfengtrains.com David Feng on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

In this episode, we engage in a lively discussion about the evolving landscape of marketing and consumer behavior in China, particularly in light of Totem Media's China Marketing and Trends Report. They explore the increasing negative market sentiment, the shift from offline to online retail, and the rise of social commerce. The conversation also highlights the importance of brand positioning and innovation in a competitive market, with insights from Totem Media founder Chris Baker and Campaign Asia's Minnie Wang, who share their expertise on the current trends and challenges facing brands in China. The episode delves into the concept of 'happy spending' among Gen Z consumers and the growing significance of experiential consumption over traditional product purchases, emphasizing the need for brands to adapt to these changing consumer preferences. takeaways Shanghai has matured significantly since the last visit. Social commerce is key for brand marketers in China. Consumers are becoming more choosy and rational in their purchases. Experience consumption is outpacing product consumption. Brands need to demonstrate value and innovation to stay relevant. About Totem Media:www.talktototem.com Download the Totem 2026 Report Here: www.talktototem.com About Campaign Asia: www.campaignasia.com Chris Baker on LinkedIn:www.linkedin.com Minnie Wang on LinkedIn:www.linkedin.com For everything ShanghaiZhan:zhanstation.com Bryce on Linkedin:www.linkedin.com Ali on Linkedin:www.linkedin.com

We unpack what it really takes for brands to win on TikTok Shop—beyond discounts, virality, and short-term sales spikes. Joined by Danni Lin, co-founder of NEXTT Brand Accelerator, the conversation explores how social commerce is evolving in the U.S., why most brands misunderstand the platform, and where creativity—not coupons—creates lasting advantage. Danni shares a behind-the-scenes look at how brand accelerators operate inside TikTok Shop, the critical differences between branded content and shoppable video, and how creators function as both media channels and community builders. The episode also examines live-stream shopping’s uneven adoption in the U.S., the realities of a coupon-driven consumer economy, and why quality content consistently outperforms quantity. Through the case of Toy Zero Plus, an emerging art toy brand, the discussion reveals how distinctive IP, creator partnerships, and entertainment-first thinking can help brands stand out—and stay relevant—in one of the most competitive social commerce environments today. Takeaways * Social commerce is projected to grow significantly in the U.S. * TikTok Shop is a viable option for brands targeting Gen Z. * Creativity is essential for effective marketing on social media. * Brands need to focus on building community, not just sales. * Coupons can attract customers but may not ensure loyalty. * Understanding the difference between brand and shoppable videos is crucial. * Live stream shopping requires a balance of entertainment and sales. * Quality content is more important than quantity for virality. * AI-generated content may face challenges in gaining traction. * Building a unique IP can enhance brand recognition and loyalty. Danni on Linkedin: www.linkedin.com Nextt Brand Accelerator: www.nexttgroup.com Donate to Shanghaizhan: www.patreon.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

The agency model isn’t just unraveling — it’s turning into a navy full of pirates. As holding companies consolidate century-old brands, AI accelerates production, and CMOs prioritize short-term numbers over long-term brand building, the industry is entering its most radical reinvention yet. The ships are getting bigger… but the real action is happening on the pirate boats circling them. To unpack what this means for creativity, talent, and the future of agencies, we’re joined by David Mayo — veteran strategist, former WPP leader, founder of ADNA/NADA, and long-time provocateur behind some of the industry’s most iconic brand transformations. David’s mantra, “Think like the Navy, act like the pirates,” becomes a lens for everything we discuss. This conversation cuts past nostalgia and into what’s actually changing — how consolidation alters creativity, why small senior “pirate crews” may beat giant fleets, where AI elevates (and flattens) taste, and why brave clients still make the bravest work. This isn’t about mourning the old model — it’s a blueprint for how pirates and navies will coexist in what comes next. 1. Where did this mantra come from, and what does it really mean for how agencies should operate? 2. Has efficiency quietly become the enemy of originality? 3. In consolidation, what are CMOs really buying — governance, speed, convenience, or safety? 4. What gets lost when rosters shrink and risk disappears? 5. Are century-old creative agencies closing because of economics, structure, or culture? 6. Are today’s brands less emotional and more functional — and is that a permanent consumer shift? 7. In markets like China, where consumers hop between thousands of product options, does traditional brand building still matter? 8. How do challenger products (like black toothpaste with gold) disrupt giants such as Colgate — and why do big brands often miss these trends? 9. Will creative differentiation increasingly come from influencers rather than brands themselves? 10. Are small, senior “boutique crews” better positioned than holding companies to deliver breakthrough work? 11. What type of senior leaders are thriving right now — and what skill sets are actually evolving? 12. How will in-house studios, AI tools, and brand-side agency veterans reshape the future creative ecosystem? 13. Are we moving toward generalists powered by AI, or specialists supported by AI? 14. Is the “Uberization” of agencies — on-demand teams assembled per brief — a viable future model? 15. How should marketers think about risk, creativity, and the narrowing “corridors of freedom”? 16. Why do brave marketers still create the best work — and how can today’s CMOs champion creativity amid shrinking timelines and rising pressure? David Mayo on Linkedin: www.linkedin.com Buy David's Book, "Raw: Persuasive Creativity in Asia": a.co Donate to Shanghaizhan: www.patreon.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Research from NYU Stern professor Suzy Welch shows that only 2% of Generation Z possess the core values that hiring managers value most: achievement, learning, and an "unbridled desire to work." Instead, Gen Z emphasizes self-care, authentic self-expression, and helping others—a values mismatch that Welch suggests could "reshape the future of work." However, this clash of generational values occurs at a critical moment for advertising: AI tools are replacing the entry-level roles that once served as the industry's training ground, while agencies claim they desperately need young talent for cultural insights and fresh perspectives. To help us understand this paradox, we're joined by Shane McEwen, Global Talent Acquisition Director at Stagwell—one of the challenger holding companies actively reimagining what a modern agency network looks like. With over 15 years of experience building teams across technology, media, and advertising sectors, Shane is at the center of this generational showdown. At Stagwell, he's responsible for attracting and developing talent across their portfolio of modern marketing agencies, from Assembly to 72andSunny. 1. How has your China experience impact your career now in New York? 2. Are we misunderstanding Gen Z or are they misunderstanding us? 3. How do you establish a corporate culture when everyone is remote working? 4. What about going to clients? How do you establish connections with clients? 5. How do you get feedback from different teams and agencies? 6. How do you keep that junior/senior mentorship that's fundamental to agency culture? 7. Which of the interns will you end up hiring for full-time gigs? 8. How do you maintain the passion after the first 2-year "honeymoon period"? 9. What do you see the skills changing now that the AI is in play? 10. What about displaced senior talent? How can they stay in the industry? 11. Are ad agencies confining themselves to a small part of the marketing mix? 12. Any advice for educators? Shane on LinkedIn: www.linkedin.com About Stagwell: www.stagwellglobal.com Donate to Shanghaizhan: patreon.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

The advertising industry's talent crisis isn't coming—it's here. As AI automates junior roles, consolidation eliminates mid-level positions, and holding companies restructure at unprecedented speed, professionals at every level are asking: what's next? We're joined by Jean-Michel Wu, a two-decade talent expert who has held leadership roles at creative and media agencies, including WPP, IPG, and beyond. Now the founder of Tripitakka Consulting, he coaches individuals and organizations navigating this transformation. This conversation isn't about doom-scrolling the industry's decline—it's about the practical shifts happening right now and how to position yourself for what comes next. 1. What shift in the talent market are agencies not seeing yet—and why do talent people see trends before the headlines? 2. Publicis restructured dramatically a decade ago. Were they right to move fast, and what can we learn from that now? 3. What type of senior leaders are successfully evolving their skill sets, and what are they doing differently? 4. From entry-level to executive—what's the one skill that matters most in this new landscape? 5. Are we moving toward generalist roles powered by AI, or specialist experts with AI support? 6. How does the consulting model compare to agencies when it comes to talent structure and compensation? 7. What's the fundamental role of talent management in 2025—and how must it change? 8. Why is psychological safety suddenly a talent function priority? 9. If clients change how they pay agencies, will that finally force the "one P&L" issue? 10. You coach people who've been laid off. What limiting beliefs do you encounter, and how do they break through? 11. The fractional/consulting life—is it actually viable, or just a nice story we tell ourselves? 12. What advice do you have for entry-level professionals when agencies don't know what to do with them anymore? About Tripitakka: www.tripitakka.com Jean-Michel on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

如果我们要从零开始建立一家新的代理公司，它今天会是什么样子？ 关于代理商网络模式衰落的新闻层出不穷。在一个由人工智能颠覆、平台主导以及传统控股结构崩塌所定义的格局中，代理公司正被迫迅速重塑自我。 我们很荣幸邀请到我们的好朋友 Jacco ter Schegget 担任董事级顾问和咨询师。他曾担任阳狮集团（比荷卢地区）首席执行官、JWT 亚洲首席执行官，并在 2014 至 2017 年期间担任奥美互动中国区总裁，是我们在中国的同事。本期节目不是怀旧，而是提供关于如何前进的务实思路。 1. 除了人工智能之外，您认为当今塑造营销代理公司未来的最大力量是什么？ 2. 这些变化完全是技术驱动的吗？还是传统的组织结构也会产生影响？ 3. 一个统一的损益表（P&L）是否意味着高层将被裁撤，还是可以更有效地管理？ 4. 代理公司最初为什么会变得如此庞大？ 5. 代理公司衰落与其战略价值丧失之间是否存在关联？ 6. 如果您今天要用自己的资金从零开始建立一个营销服务平台，它会是什么样子？ 7. 鉴于新的 OEM 制造模式的简化趋势，我们是否会看到服务被大幅精简？ 8. 在新的代理公司模式中，您认为策略师的角色在哪里？ 9. 创意领导者的角色又是什么？ 10. 如果人工智能取代了初级执行人员，他们的出路在哪里？新的代理公司是否只会由高层人员组成？ 11. 对于想进入新型代理公司的年轻人，我们应该教给他们什么？ 12. 在新的模式中，您会保留和舍弃旧模式中的哪些部分？ Jacco on LinkedIn:www.linkedin.com About Jacco: hanare.nl For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

在KOL经济中，KOL超越推广其他品牌并创建自己的品牌变得越来越普遍。这其中存在几个挑战。产品质量可能会适得其反；产品本身可能不合适。考虑到产品销售和KOL声誉的风险，KOL品牌值得投资吗？ 我们邀请到了Socially Powerful全球首席执行官Majid Bahi博士。Socially Powerful是一家全球获奖的、以社交为先的营销机构，由技术和创意驱动。该机构成立于2017年，业务遍及英国、美国、欧洲、阿联酋和中国。Majid拥有生物电子学博士学位。 1. 1. Majid的历程 & Harry Styles的情趣用品品牌 2. 2. KOL如何处理敏感话题？找到一个形象完美无瑕的人来代表你的品牌是否至关重要？ 3. 3. 你认为品牌/代理商在创建有效KOL营销方面仍在哪些地方失败？ 4. 4. 对于那些可能仍不了解KOL营销力量的知名KOL，我们如何管理期望？ 5. 5. KOL何时决定推出自己的品牌？ 6. 6. 什么样的洞察过程帮助KOL决定进入品牌业务？ 7. 7. 小众品牌真的能与拥有庞大研发部门的大公司竞争吗？ 8. 8. 你对合成或虚拟KOL的观点是什么？这是否与真实性冲突？ 9. 9. 你认为中国在观察全球趋势方面仍然重要吗？ 10. 10. 你对那些想成为KOL的人有什么建议？ About Majid:www.linkedin.com About Socially Powerful: sociallypowerful.com For everything ShanghaiZhan: zhanstation.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com