ShanghaiZhan上海站播客 - 节目列表

Have you ever considered working for a local Chinese company? We thought we would ask 20-plus-year PR expert, ultra-marathon runner, and ethnic musicologist Harriet Gaywood, who previously worked at Chinese firm Blue Focus and recently was the VP of Public Relations at Huawei. How is it different from working at a foreign firm? What are the challenges? Is this a viable career option for new recruits? 1. What's your elevator pitch? 2. What's the state of the Chinese PR industry? Is there room for advertising and PR agencies in today's social media world? 3. What was it like working for a local PR agency? Is there big differences? 4. How is public relations different from advertising? Is there space for both PR and advertising agencies to exist? 5. How did Blue Focus pivot so quickly into social media? How has its transformation been different from foreign firms? 6. What are the advantages that international agencies have over a local agency? 7. Are language skills important? What does it take to work at a local firm? 8. How can foreign agencies work better with global and local Chinese companies? 9. Do you see the role of foreigners changing within local companies? 10. A/B Test: Strategy, Partnership & 2028 (the future!) Harriet Gaywood 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

Episode 60! Yeah! To talk to beauty consumers on social media, beauty brands have to be adept at Chinese social media beauty slang. What's the difference between the #Boiled Water Look (白开水妆容) and #Rich Daughter Makeup (富家千金妆) )? Elisa Harca, Co-Founder and Asia CEO of Red Ant, and Ching Xie, Client Partner at Red Ant Asia, join us in unpacking the important lingo. Red Ant is an award-winning agency that specializes in fashion and beauty, working with some of the world's coolest brands, including LUSH, tarte, CREED, and Amika, to name a few. 1. What's the deal with Red Ant? How did you get into myrmecology? 2. Tell us more about Chinese internet beauty slang. Are these slang terms important for connecting with Chinese consumers? 3. Where did these terms originate from? Can they be artificially created by celebrities and influencers? 4. Give us some examples of how brands may use beauty slang in their social media campaigns. 5. Can my looks have different slang references, or am I tied to one of them? 6. You deal with a lot of niche beauty brands? What's the secret to launching a beauty brand in China these days? 7. Which beauty categories provide the greatest opportunity for growth? 8. Beauty in China is still dominated by the big global players but the local brands are catching up. Which local brands do you see as truly stand out? What are they doing that impresses you? 9. A/B Test: Red Book or TikTok, Brands or Products, Speed or Strength? About Red Ant: asia.redant.com Red Ant on LinkedIn: www.linkedin.com Elisa Harca on LinkedIn: www.linkedin.com Ching Xie 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

How do you bring a product idea to life in the area of the world that produces over 80% of the world's electronic consumer products? Meet Troublemakers' founder, Henk Werner. He's lived in Shenzhen for almost 12 years and guides many worldwide who might have a cool product idea but don't know how to make it a reality. Henk serves as their guide to the Greater Bay network of over 270,000 factories, connecting them with experts in product design, product development, and manufacturing. He's not called "The Map" for nothing. 1. Why are you called "the Map"? 2. Why Shenzhen? What makes Shenzhen so magical? 3. Why does the competitive nature serve to promote innovation? 4. What is the path to moving from an idea to an actual product? 5. Can you give us examples of some product successes? 6. How do you protect yourself from someone stealing your idea? The NDA doesn't work. 7. How do Chinese brands move from being an OEM to recognized brands? 8. What about big corporates, or are the advantages of Shenzhen for smaller brands? 9. How does Troublemakers work? 10. A/B Test: Product Teams vs. Marketing Teams - MUST LISTEN! About Henk Werner: henkwerner.com About Troublemakers: troublemakershenzhen.com Henk Werner 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

According to this week's guest, automobile industry expert Bill Russo, this year's Autoshow China, held in Beijing, was a wake-up call to the global automobile industry. China has clearly leapfrogged the global auto industry, making products that aren't just transportation vehicles but literally smartphones on wheels. According to Russo, the global auto industry is still living in the 20th century. With the EV tariffs looming in the U.S., are Westerners deprived of owning the next and best iPhone? 1. What was big at this year's Beijing auto show compared to previous ones? What made this year's show a real "wake-up call" to the auto industry? 2. What is "smartness" in EVs, and how does it differ from putting a simple plug-in EV car? 3. Why is Tesla falling behind the curve? 4. What is the smartness experience? Can you describe what it's like inside a truly smart Chinese EV? 5. What's the difference between "national security" and a "security blanket?" Will the tariffs deprive Western automakers of competition that will lead to better and more competitive innovation for their customers? 6. What is a more practical solution for the U.S. and Europe besides tariffs? Bill calls it " flipping the script." 7. How can Chinese EV auto companies stay competitive With so many new NEV brands? Bill & Bryce's Book: "Selling To China:" amzn.to About Automobility: automobility.io Bill 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 the latest invasion; it's not TikTok but Shein & Temu! It's hard to imagine that 4 of the top 8 U.S. iPhone App Store apps are from China. While TikTok and Capcut make the list, the two big surprises are e-commerce juggernauts Temu and Shein. These companies operate unique, manufacturer-to-customer business models and do not manufacture products; they simply work with armies of factories throughout China to use powerful algorithms to serve up a plethora of options. Shein reached an estimated $24 billion in revenue in 2022, while Temu reached 161 million users worldwide. What's the future of these two platforms? How will Amazon respond? Ali and Bryce discuss this phenomenon. 1. Why have these two platforms become so popular? How do they work? How are they different? 2. What makes these platforms uniquely Chinese? What things are similar to their Chinese platforms? 3. How is Temu disrupting the market, given that it doesn't sell recognized brands and people have to wait to get its stuff? 4. Advantage Shein: consumer-responsive fashion 5. Given its incredibly responsive manufacturing model, will Shein develop more up-market products or stay on the low end? 6. Morgan Stanley says that Temu's growth is non-sustainable. Will Amazon pick up the slack? 7. How will Temu impact China's manufacturing tiers? Will it enable them to sell name brands and compete against Amazon? 8. Does Temu need to deliver a group-buy model to survive against Amazon? 9. Will Costco-style value brands emerge from the Temu model? 10. The importance of time spent on the platform and how it will impact Temu/Shein's business performance. 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

How can brands take advantage of China's new transformation? We decided to invite our livestream episode guests, Chris Baker, founder of Totem, and Minne Wang, Senior Reporter with Campaign Asia, for an in-depth discussion on 5 of the 10 considerations in Totem Media's 2024 report. The report (with links below) is a must-read for anyone looking to navigate the complexities of marketing in China for the next few years. 1. Consideration 1: Value Purchases rule - will this impact brands with weak value propositions? We think so. 2. Consideration 2: Wealth Divides Growing - are we seeing changes in the ever-important middle class? 3. Consideration 3: Trust is Under Pressure: Consumers increasingly scrutinize their purchase decisions, including those in CPG categories. How should brands respond? 4. Consideration 4: Social Commerce is Still Key - are we seeing a move away from Taobao and a greater focus on RED and Douyin? 5. Consideration 5: Brands Need Impact (and not just impressions): How do brands simultaneously focus on brand building while driving sales? How do we prioritize with fewer brand campaigns? 6. A/B Test Download the Full Report Here: www.talktototem.com Watch the China at the Crossroads Livestream Event: https://www.linkedin.com/company/78441421/admin/feed/posts/ About Totem: 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 ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Ali and Bryce welcome authors Bessie Lee and Peter Bomer of the book, "China Inside Out," which explores themes of innovation, entrepreneurship, and challenges through interviews with some of China's leading business minds. The interviews were taken from Bessie's popular podcast, Bei Wang Lu(贝望录). Bei Wang Lu showcases the thoughts and actions of leading market and business leaders in China. Bessie is the former CEO of WPP and GroupM and is currently CEO of JLL. Peter is currently CEO of The China Hack. China Inside Out explores themes such as the digital transformation in Chinese retail, the distinctive characteristics of Chinese entrepreneurs, innovation strategies, and the challenges and opportunities within China's unique business environment with guests like Wang Zhimin, is Founder & Chairman of Nova Vision, Liu Xiaolu co-founder NEIWAI, and Hou Yongpu, Founder of Yongpu Coffee. 1. What's behind the Bei Wang Lu(贝望录) name? 2. What inspired you to write a book, and why did you choose these stories? 3. How do Chinese entrepreneurs handle trial and error, and how is it different from the Western model? 4. Is entrepreneurship still alive in China now that the country is experiencing a slowdown? 5. The small-scale scope for Chinese entrepreneurs: Is there a system that allows flexibility? 6. How do Chinese brands adapt so well to consumer needs? 7. How do foreign brands create success in today's China? What does it take to win? 8. How do you describe China brand growth - is it niche' or is it about scale? 9. A/B: Memos, New Shores, China Innovation & Restless Experimentation Buy the book: amzn.to Bessie on LinkedIn: www.linkedin.com Peter 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

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