ShanghaiZhan上海站播客 - 节目列表

Today’s episode delves into a facet of the China media business that everyone is aware of, but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big? We discovered this later, following the news about the GroupM scandal in 2023. Today’s guest goes by the pseudonym “F. B.” and is the author of the memoir, “Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising.” The book takes the readers deep into the heart of China’s media underworld, where ambition, opportunity, and moral compromise collide. 1. Please outline a typical media deal with rebates. What’s the role of the broker, and why do rebates exist? 2. What’s the business advantage of going through the brokers? Why not go through the agency? 3. Did it ever become counter-productive to growing the business? 4. Are there any cultural implications, or is it just inherent conflicts between global and local teams? 5. What’s the relationship between the media buyer and the corruption circles? 6. Has the industry transformed? Is it easier now that you can book directly on the platform? 7. Does media validation and data transparency impact the ability for corruption to exist? 8. What would take to get this to stop? It’s about financial auditing. 9. What if you booked the media directly on the platform? 10. Did you ever think you were over your head and might face jail time? 11. Have the agency networks tightened their processes and improved their operations? 12. Why did you write the book? 13. How did you reconcile your ethical limitations? The Book: www.amazon.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin:www.linkedin.com

How will AI impact marketing teams, agencies, and processes? While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work? We’re joined by Pierre Berard, a former China hand and a senior marketing executive who’s led some of the world’s top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI. 1. What parts of marketing are most impacted by AI right now? 2. Is it the way that content is created? How will it impact work teams? 3. How will marketing teams prepare for the AI revolution? Is it more than just ChatGPT? 4. Should you bespoke build something or adapt an open standard? 5. How can people who will become accustomed to AI solutions have the critical skills to question results? 6. How do you create guidance that effectively manages the AI solution integration? 7. Do you need to create stop-points that integrate the human perspective? 8. Are people welcoming or fearing AI integration within marketing organizations? 9. Will there be a return of authentic experiences in marketing as people become overwhelmed with AI-generated communications? 10. What are some AI misconceptions in marketing teams? 11. Will small brands be more potent in an AI-integrated marketing world? 12. Will agencies eventually be replaced? What's the place for them? Pierre Berard on LinkedIn: www.linkedin.com About Alphabrand.ai: alphabrand.ai For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today, we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency. 1. What exactly is semiotics? Why should marketers care? 2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts? 3. Why are brands looking so similar? Is social media making an impact? 4. How influential is the format to semiotics? 5. Why are semiotic interpretations subject to context? 6. Has the Chinese cultural codified context changed or resurfaced over time? 7. How do semiotics work in bottom funnel communications? 8. Can you provide some cultural semiotic examples? 9. How can semiotics help Brand China export itself to the world? 10. How can one learn more about semiotics? 11. What's behind your agency name, "Two Words"? 12. What's the difference between brand anthropology and semiotics? 13. Can brands influence culture? 14. Is there a glimpse into the future of Brand China? 15. Any recommendations for BFAs who may be interested in semiotics? 16. What's the impact of AI on semiotics? Panos on LinkedIn: www.linkedin.com Two Words Agency: www.twowords.agency Read more about Semiotics: 1. Roland Barthes: "Image-Music Text" www.amazon.com 2. Jean Baudrillard: "Simulacra and Simulations" www.amazon.com 3. Walter Benjamin: "The Work of Art in the Age of Its Technological Reproductibilty" www.amazon.com For everything ShanghaiZhan: zhanstation.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications? To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience, including business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and are based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist. 1. Why has wellness become a thing in China? 2. What do you see as some of the significant trends as consumers are prioritizing wellness? 3. What? A Sleep Retreat? Let's Go! 4. What is meant by a Health Operating System? Where is the HOS? 5. Is wellness just a young person's thing, or is it embraced by all age and income groups? 6. If wellness is increasing, why are gyms closing? 7. How can companies embrace mental wellness in China? How important is it? 8. How can young students transferring into the working world manage stress, esp. in the advertising business? 9. How can non-wellness-focused brands embrace wellness? Can you give me some examples? 10. How can you be innovative in wellness? 11. What can brands do to take advantage of China's aging population? Henry Shen On LinkedIn: www.linkedin.com About McCann Health China: ipghealth.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions? To help us unpack this, we’re joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.” 1. What's the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership? 2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report? 3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance? 4. How do you specifically communicate attributes to women in social media? What's the role of influencers? 5. Does domestic travel and China's discovery influence car purchase amongst women? What's the role of domestic well-being? 6. Are there some brands or particular models that are more female-oriented? 7. Foreign brands are taking a beating in China, can targeting specific groups improve sales? 8. How are Chinese consumers different from their counterparts in other parts of the world? Janice Kok on LinkedIn: www.linkedin.com Reiko Wu on Linkedin: www.linkedin.com White Paper Link: bit.ly About GREY & AKQA CHINA: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

美国苹果商店排行榜前八的应用中，有四个来自中国。 许多都是购物平台，比如 SHEIN、Temu 和 TikTok Shop。 这些平台拥有强大的算法、庞大的供应链网络，以及看似无底的资本投入。 西方正在慢慢“上瘾”于中国式网购吗？ 我们采访了 Ed Sander，他是 ChinaTalk 的联合创始人。ChinaTalk 是一家荷兰的知识服务机构，专注于中国相关知识的传播与培训。Ed 也是 TechBuzz China Substack 的撰稿人。 节目内容包括以下问题： 1. 您在中国组织商务考察团。能否介绍一下即将到来的春季专属投资人电动车之旅？现在报名还来得及吗？ 2. 为什么 TikTok Shop 在东南亚大获成功，却在美国迟迟打不开局面？ 3. 品牌在美国应该如何运作 TikTok Shop？有没有“成功秘诀”？这是否与直播电商有关？ 4. 一些市场是否更容易受到文化差异的影响，从而推动直播电商的发展？还是说中国消费者更乐于尝试新事物？您认为品牌是否应该参与直播电商？ 5. 您觉得 TikTok Shop 是否正在对平台进行调整，以提升用户的购物体验？ 6. 对于便宜、冲动型消费品来说，品牌或直播电商还有市场空间吗？ 7. 您对 Temu 的增长前景非常看好。面对可能重新征收的特朗普关税，他们会如何应对？ 8. Temu 和 SHEIN 将如何影响欧洲的全球电商市场格局？ 9. 在 SHEIN、Temu 和 TikTok Shop 中，谁更有可能在全球取得成功？ 10. 美团旗下的 Keeta 最近有什么动向？它会如何在外卖市场占据主导地位？ Ed Sander on Linkedin: www.linkedin.com Tech Buzz China: substack.com Exclusive Investor EV Trip Details: techbuzzchina.substack.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

It's time to open our listener mail! We solicited questions on LinkedIn and WeChat and are ready to answer your questions about China marketing and advertising. We're joined with China's leading brand strategist consultant, Stephen Drummond. Steve is an industry legend who has worked for agencies and clients. He's now a freelance brand consultant, based in Shanghai: 1. Question: 1: Are brands in China talking more about brand building these days? 2. Question 2: How do we keep our brand at the top of people's minds when most people ignore ads? 3. Question 3: Do eCommerce systems in China with immediate links from ads and offer purchases mean that Chinese marketers are performance-based and do not need long-term brand building? 4. Question 4: Would you say livestreaming is overhyped? Does it cheapen the brand? 5. Question 5: We're an electronics brand. Should we build a loyalty platform? 6. Question 6: What's the future of traditional retail in Shanghai? Will more stores close? 7. Question 7: Given today's economic climate, what types of brands or categories show growth in China? Steve Drummond on Linkedin: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

We challenge the narrative surrounding China's economic slowdown to reveal an unexpected truth: today's market conditions might be ideal for patient brand builders. Alex Duncan, marketing consultant, former co-founder of a Chinese social media platform and a 15-year China veteran, shares fresh insights from his recent return to Shanghai, making a compelling case for why now – when consumer confidence is at historic lows and competitors are scrambling for quick sales – might be the perfect moment for strategic brand entry. This episode offers a masterclass on turning market challenges into long-term opportunities in the world's second-largest economy, from the paradox of convenience-killing convenience stores to why discounting is destroying brand value. 1. After 15 years away from China and 18 months away, what dramatic changes did you see? 2. How are people coping with the economic slowdown? 3. What aspects of China Speed do you miss now living abroad? 4. Does China speed equate to China efficiency? 5. Does China's slowdown turn into a spark moment to become more efficient? 6. Is the slowdown a reflection of China becoming more of a mature market? 7. Should this all be about brand building during slower times? 8. Will this impact lower funnel sales and less brand search as consumers spend less and save more? 9. Have the digital platforms made it too easy (and challenging) to build brands, and as a result, brands have become too complacent? 10. Is this the best time to enter the China market? 11. How do you encourage consumers to spend money during times like this? 12. What's with your book, Alex? When can we see it? Alex Duncan on Linkedin: www.linkedin.com HBR Article Mentioned in Episode: www.hbs.edu For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Happy New Year! 新年快乐！ In this report, it's called the 20/80 rule. Are we going to see a lot of brands exiting the Chinese market, or are there still opportunities? We're back for round #2, covering Totem Media's 2025 Marketing & Media Trends. Today, we talk about the 25 considerations, although we go through all of them, just the key ones. We're honored to have Totem Media Founder Chris Baker back on the show. Joining Chris is Minnie Wang, Senior Reporter for Campaign Asia. Minnie covers the marketing and advertising issues of Greater China for the magazine. 1. Looking at the considerations, #4 "Brands Still in Disbelief" - Can you explain this one? 2. Consideration #6: Experiences on the Upswing & #7 Active Hobbies are Growing - How will this translate for brands? 3. What's the 20/80 Rule? Will we expect many brands to leave the China market? 4. #14: The Great Retail Remix - How will retail survive the economic crunch? Is there anyone winning? 5. And for a bit of optimism...'#21 - China is Stil a Growth Market' - are you still bullish on China? About Totem Media:www.talktototem.com Download the Totem 2025 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 Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin:www.linkedin.com Ali on Linkedin:www.l

Word on the street that Chinese app Xiaohongshu or Rednote, as it is now called, was not expecting nor prepared for the 500K and counting American TikTok Refugees that have downloaded and migrated to the app. Is Rednote a short-lived thing? Will people eventually move back to TikTok, or has the West entered the world of "App Fluidity," where communities move from place to place without little concern for the platform they are on? To discuss this, we are joined by Shanghai-based Wai Social's Founder, Olivia Plotnick. 1. What is Xiaohongshu or Rednote? How is it different from TikTok? 2. What sparked people to migrate there, and why Rednote and not Lemon8? 3. Are we ready for a truly global platform, returning to the LinkedIn days? 4. Have we come to the point where we will see more fluidity of platform users? 5. Are people abandoning Meta platforms because of their complexity or is this the preferred GenZ user experience? 6. What about the role of community and express authenticity? 7. Will YouTube have a resurgence in the U.S.? Who will win out? 8. How can Xiaohongshu become such a community place? 9. What are the most important aspects of this incredible cultural collision? 10. How will the Chinese authority react to this amazing soft power opportunity? 11. What keeps people back when very few people post? What's the role of entertainment? Is there a balance? 12. Is this the right time for Chinese brands to reach out to Western audiences? 13. Is the whole "Rednote movement" a passing fad? 14. Will App Fluidity kill brands? Olivia on Linkedin: www.linkedin.com About Wai Social: www.waisocial.com Who What Wai on Substack: whowhatwai.substack.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Welcome to Season 4! Today, we're also celebrating the 10th anniversary of the 2025 Totem China's Marketing & Media Trends Report. We hope to solve the biggest challenge in China marketing: is performance marketing, and are brands nowadays just focused on short-term sales gains? According to Totem's report, 48% of marketers plan to decrease their 2025 marketing budgets, and 31% now rank sales conversion as their top objective. Amid this, an economy that's shaping up to be the "new normal," a normal that surprisingly looks like everywhere else in the world. To discuss, Totem's Chris Baker joins us again this year, along with OMD China's General Manager, Ahle Kuang. We try to solve all the marketing problems in 50 minutes! 1. What are some of the big things that stood out for you in this year's report? 2. Are some categories safe, or are there decreases across the board? 3. Have local companies found a way to grow brands and increase market share simultaneously? 4. How do you balance the desire for short-term sales with building long-term brand equity? 5. For China, is brand equity purely driven by product innovation? 6. Do Chinese products need to live beyond a certain period to be considered a brand? 7. Are there things brands should avoid doing in the 2025 context?: Positioning is Everything 8. Can signature global brands in China grow with products designed for a global audience? About Totem Media: www.talktototem.com Download the Totem 2025 Report Here: www.talktototem.com About OMD: www.omd.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups? We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social 仟传网络. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment. 1. What's your current job, and what does Target Social do? 2. What's the difference between your consulting role at your current vs. previous job? 3. How do you extract data from social media platforms that help deliver insights? 4. How is market research evolving? Is it just social listening, or is there more to it? 5. Is social listening a good measurement, and you don't need focus groups or interviews? 6. How do social platforms collect data for passive users? 7. Why do the algorithms seem incorrect about one's profile? 8. Pushing surprise content remains an advantage for advertisers. 9. What are the skills necessary for modern market researchers? 10. How do you teach insights, and how can they be identified? About Target Social (仟传网络): tarsocial.com Wang Tao on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Got a Question? Access Our Mailbox: syracuseuniversity.qualtrics.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com