Where is China heading in 2024? Ali and Bryce decided to do a quick recap of our livestream event last week to highlight some 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? Watch the China Crossroads Livestream: www.linkedin.com Download the entire 10 Considerations Report report: www.talktototem.com Campaign Asia Article: www.campaignasia.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

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 Dr Fou on LinkedIn: www.linkedin.com Try FouAnalytics Platform Yourself (it's free): fouanalytics.com SIGN UP FOR THE MARCH 14 LIVECAST EPISODE HERE: LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7171380204160888834 or MS Teams:bit.ly 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

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! Mintel Trends Report: www.mintel.com Mindshare Trends Report: www.mindshareworld.com Accenture Live Trends 2024: www.accenture.com Determ PR Trends 2024: www.determ.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

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! About Mindshare: www.mindshareworld.com Ben Condit on LI: 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

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 do you think? Agree or disagree? 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

What does it take to start a successful brand in the Middle Kingdom from ZERO? We spoke to Alex Acker and Kristian Li, co-founders of Jing A Beer. Based in Beijing, Jing-A now has ten 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 flavors 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. Are there still entrepreneurial opportunities in China for expats? We talked to the experts! 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 wanting to start? 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! Jing-A Corporate History Video: www.youtube.com Jing-A Website: jingabrewing.com Alex on LinkedIn: www.linkedin.com Kris 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

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 streaming 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? 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

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 as APAC design lead, has marked him as a leader, bringing Chinese design aesthetics to the world. 1. What does it take for a Chinese brand to be truly multinational? Do they design for China or a global audience? Which comes first? 2. Is "less is more" now more accepted by Chinese consumers, or do they prefer design elements that are touched up? 3. Is there an expectation that Chinese consumers want everything that impacts design? 4. How important are product partnerships and brand collaborations? 5. What's a design brainstorming session look like? How do you inspire your team to be creative? 6. Does designing sustainable products deter design innovation or help it? 7. Any advice for young designers getting into the business? Will AI impact it? 8. A/B Test: Brand, Brand, Brand Danny Du 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

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. 1. How do all your experiences shape and contribute to your expertise in hotel marketing? 2. How are the local and international hotel chains currently competing? Who has the advantage? 3. How did the 3-year Covid-19 period impact the China hotel industry? What has changed? 4. What is the #1 outbound travel choice for Chinese nowadays? 5. Is there still fear of COVID-related illness amongst Chinese tourists traveling abroad? 6. Is safety abroad a big issue? 7. How has digital transformation landed in the Chinese hotel industry? 8. How have the OTA platform and social media influencers impacted the hotel promotion? 9. Would it be accurate to say that money earmarked for a hotel on an OTA is actually spent on the OTA's own advertising? 10. What's your favorite hotel, and who does the best marketing? 11. Any suggestions for mid-tier hotel brands surviving to get noticed in China? 12. A/B Test: Guest Experience, Shopping, & Boutique Hotels Hugh Xu 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

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. 1. How do your experiences in tech helped you transition to roles in Ogilvy and Edelman? 2. How different is it managing agencies versus managing business on the client side? 3. How do you see the recent China economic trajectories influencing China's market & communications landscape? 4. How will strategic planning impact businesses? It's about getting back to the core. 5. How have the agency CEOs reacted to the market and reacted to the changes? 6. Do local agencies have advantages over international ones during these times? 7. What strategies are you recommending to advertisers and advertising agencies for hiring talent in 2024? 8. Any advice for those looking for a job out of college? 9. A/B Test: People as a Service! Shenzhen & Shanghai (It depends) Mark Wang on Linkedin: www.linkedin.com About Grace Blue: graceblue.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

Ali and Bryce were expats in Shanghai; what's it like for two Chinese senior global marketing executives working and living in New York? Today's podcast interviews Gary Chu and Mark Jiang from the Esteé Lauder Companies, based in New York. ELC includes brands such as Esteé 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. 1. What are you responsible for in your current global capacity with the company? 2. Where do you think your experiences in China have helped you in your current capacity at ELC? 3. How is China now contributing to global beauty? Where do you think it leads to innovation? 4. Tell us about the super-app phenomenon and how it's spreading globally. 5. How much of what you're doing related to younger consumers that you did in China? 6. Why can't digital trends in China translate to other markets? 7. What about product innovation from China? 8. Can you explain Chinese beauty, and will it spread to the rest of the world? 9. Any advice for Chinese students now studying in the U.S.? Any tips? 10. How has your NYC experience made you a better and future China leader? 11. Why are American brands better storytellers? Gary talks about NYC restaurants 12. Given the diversity of the market, do you see yourself using more AI tools? 13. Gary's passion for living in NYC: museums, walking and parks 14. What do you miss particularly about Shanghai? What do you NOT miss about Shanghai? 15. A/B: Ambiguity, Speed, Fushing or Fujian?

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 Ronan on Linkedin: www.linkedin.com About Wiredcraft: wiredcraft.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