ShanghaiZhan上海站播客 - 节目列表

We recently had the opportunity to speak with Chris Reitermann, the Co-Chief Executive of Ogilvy Asia and CEO of Greater China, about the role of AI in the advertising business in China. With an impressive 28-year career at Ogilvy, Chris has been instrumental in the successful rise of advertising in China. Ogilvy China is one of the country's largest and most respected agencies, and it was awarded Integrated Marketing Agency of the Year by Campaign Asia in 2022. So, what does Chris have to say about the future of AI in branding in China? 1. Are we at another crossroads with the rise of AI? How will AI impact the business of advertising in China? Are agencies still relevant? 2. Will AI fully automate the advertising process? What will be the human role in the creative process? 3. Once far ahead, is China behind the AI curve now? 4. The agency's role has fundamentally not changed, despite the mediums and tools that have changed. 5. Where will China evolve post-Covid, and how has this changed the country's optimism? 6. Where does work/life balance fit into post-Covid agency culture? 7. Is an agency a place for a new recruit, or should they join the brand side? 8. How does Ogilvy balance experts and integration under a single office network? 9. Good growth is just around the corner for both agencies and brands in China 10. Local clients vs. global client needs are different - it's the local clients that want brand building 11. What are the biggest challenges for Chinese brands going global? 12. What's the importance of technology for agency services in China? 13. What's your favorite David Ogilvy quote? 14. Hey, are you still in China? Is China a regional hub? 15. A/B Test: Creatvity, Shanghai, MidJourney & KFC Chris Reitermann on LinkedIn: www.linkedin.com About Ogilvy China: www.ogilvy.com Ogilvy China 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

Joanna Hutchins is the author of "Chinafy: How China is Leading In Innovation and How the Rest of the World Can Catch Up," now available on Amazon & Kinokuniya. In the book, Joanna explores 9 key catalysts that all businesses can effectively "Chinafy" their business. Joanna has over 25 years of experience leading B2B and B2C businesses globally, with over 20 years of experience in China. In addition to her many agency roles, Joanna spent over 9 years at Unilever, rising to a Global Brand Director based in Shanghai. 1. What's the reason for the book, and why are you writing it now? 2. What's the cultural lens of the 9 catalysts, and are these innovations just a question of circumstances? 3. Are Western companies becoming too topical in their strategic planning? Do we romanticize invention? 4. Does the size of China makes conditions for small players to compete with big ones? China remains the world's most competitive market 5. What are Big S and Small S? How can Western companies be more Small S? 6. How does China take advantage of Reverse Innovation, and why is it a big win for the masses? 7. China's Small S example: BYD: would America be ready for a $16,000 electric car? 8. Should global brands embrace the catalysts if they do business in China? 9. Embracing China Innovation: KFC 10. A/B: Small S, Data, Year 2023, KFC, BYD & Unilever! Joanna Hutchins on LinkedIn: www.linkedin.com Buy the book: www.amazon.sg 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

Can Tik Tok market to specific consumer occasions, encouraging trial and purchase? Meet JJ Wang, Senior Business Leader at WPP agency VMLY&R, based in Shanghai. She’s the recent author of an interesting whitepaper about occasion marketing, co-authored with Douyin/Tik Tok. JJ has been in the industry for about 10 years and believes in building brand culture, even in digital times. For Myers Briggs fans, JJ is an ESFJ. 1. What’s Occasion Marketing, and how is it different from Mass Marketing? 2. How does Occasion Marketing work in the digital space? 3. The evolution of China beverage products and the need for multiple occasion moments 4. The Pick, Plan, and Lock Model Explained 5. How many content posts are needed for Occasion Marketing 6. Could Occasion Marketing apply to other categories? 7. Is this more effective than paying an influencer to sell your product? 8. Does this extend to other platforms besides Tik Tok? 9. Any good insights from the white paper? Gamers love powdered beverages 10. How does impulsiveness work on a social media platform in China? 11. How does Occasion Marketing work for smaller-budget brands? 12. Does creativity have a role in Occasion Marketing? 13. Is the ad business still a good place to start for young women? 14. A/B Test: Shanghai, Social, RED, Insights JJ Wang on LinkedIn: www.linkedin.cn VMLY&R: www.vmlyr.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

Recreational camping used to be a niche in China, but now it's become a bit of a rage. The China outdoor market reached $60 billion in 2018 and is expected to hit $100 billion by 2025. By all estimates, around 100 million Chinese go camping every year, which is a small number relevant to the population, but that's a higher number than the 40 million Americans who go camping! What's causing the sudden rise in interest in camping? To discuss this, we have industry veteran Matthew Jung, General Manager Greater China for the German outdoor brand Jack Wolfskin. Mathew, or as his friends call him, MJ, has been in Asia for close to 25 years, first starting in the hotel industry at Starwood in Hong Kong, before he moved to Taiwan with Nike where he was Marketing Director. He then moved to Shanghai in 2010 with Nike and later moved to the Converse brand in 2018, where he was VP and General Manager. MJ later joined Jack Wolfskin in January 2022. 1. MJ's journey to Asia through basketball and a one-way ticket 2. How long have you stayed relevant and what makes you stay in China? 3. How did you make the Converse brand successful in China? 4. Converse: a pioneer in inclusion with ShanghaiPride 5. What's made camping a thing in China, and where is Wolfskin fit in? 6. What's Wolfskin's plan? 7. What does outdoor mean for Chinese consumers? 8. Will there be any product innovation specifically for China in the outdoor category? 9. Do foreign brands still have an opportunity in this category or will they lose to the local competitors? 10. Any recommendations to get a cool career path like MJ's? One word: sacrifice 11. A/B Test: Basketball, Victoria Harbor & Chicago Deep Dish MJ 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 2! Today we are talking about creativity in the marketing and advertising industry, and we’re honored to have one of China’s most award-winning Creative Directors, Andrew Lok, on today’s show. He started his career in Singapore as a journalist for UPI, but decided it was more fun to create news than report it, so he joined the advertising industry. After stints raising the creative rankings of Ogilvy China, based in Guangzhou and Beijing, he moved to Shanghai, where he served as Executive Creative Director for BBDO. In 2012, he founded Civilization, based in Shanghai, now one of China’s top independent agencies. Andrew is among the most awarded Creatives in China and speaks Mandarin, English, and German. 1. What's with the name, "Loksmith?" 2. What's the most compelling work that you've ever done? The story of Visa & Pepsi's most famous ads 3. Should young Creatives consider China as a market to flourish? It takes a lot of luck 4. Andrew's beginnings started with telling stories 5. Is VR helping or harming creative stories, or is it telling too much? 6. How music has changed my perspective on storytelling 7. Has social media created greater intimacy for brand storytelling?: Andrew's story of fandom gone crazy 8. Has the style of China advertising evolved and changed as people have changed? 9. Can emotional ads survive the power of KOLs? 10. Origins of Civilization and surviving in China 11. A poem from "I am a Tourist" - about family About Andrew Lok: Andrew on LinkedIn: www.linkedin.com Andrew's book of poetry, "I am a Tourist": www.amazon.com Andrew's song, "Whatever": open.spotify.com About Civilization: www.civilization.link Pepsi's "Bring Happiness Home": www.youtube.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com Campaign Asia: www.campaignasia.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Meet Annie Su: she's a full-time marketing executive and part-time foodie. Originally from Taiwan, most of her career has been in advertising agencies before recently joining the client side. She spent the prime of her career with Ogilvy, first in Taipei, then Beijing, and finally, Shanghai. Annie is also the author of 2 books, 1. 日尝时光：下班陪你进厨房 2. 当冰箱：只剩下乌鱼子, books about food, stories, culture, and the human experience. You learn why Annie has had a successful career in the fine art of listening to others. 1. Food & advertising: how are they connected 2. Cooking food & telling stories: about Annie's first book 3. Traveling, Conversations & Stories: about Annies 2nd book 4. A future in advertising? Annie's advice for her younger self: Forever Young 5. Join the client or agency after university?: Annie's answer will surprise you Annie's book on food & friendship: 当冰箱：只剩下乌鱼子Taiwan Only: www.eslite.com Annie's (蘇宇鈴) book on food, travel & conversations: 日尝时光 (日嚐時光) China: item.jd.com Taiwan: www.eslite.com About Annie : www.linkedin.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com Campaign Asia: www.campaignasia.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Encore Performance: (Recorded, Feb 8, 2022) - Our #1 most downloaded episode from Season 1! 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. 1. Why open a speakeasy, and what's behind the name Revolving Door? 2. How e-commerce has dramatically how you uncover insights 3. Trends in Shanghai should not represent China trends. 4. The 2 Chinas: Those who work hard to survive & the others who can afford to "lie flat." 5. The rise and popularity of Dystopia 6. Insights Mining in 2022: Home Visits Still Work the Best 7. Home Visit Insight War Stories: Turning Tea Leaves into Skin Rejuvenation Post-Surgery Product 8. Data Looks at Past-Behavior - It doesn't predict the future 9. Do Chinese brands have the upper hand? In which categories? 10. Julien's favorite innovative Chinese brand: HeyTea 11. Building brands that will last needs more than KOLs but influencer groups 12. Connecting "spicyness" to behavioral psychographics - spicy as a stress reliever Julien's Links: 1. Julien on LinkedIn: www.linkedin.com 2. Inner Chapter Website: innerchapter.co 3. The Revolving Door: www.thatsmags.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com Campaign Asia: www.campaignasia.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Season 1's Final Episode welcomes back our #1 most downloaded guest, insights expert, and Founder of Inner Chapter, Julien Lapka. Julien gazes into his crystal ball, gives us some "healthy" predictions for 2023, and gives suggestions for marketing during tough times. And despite the recent opening of Zero Covid, Julien remains optimistic for 2023. 1. Why is 2022 his best year of business so far. 2. Moving from brand to product-based marketing 3. Reaching difficult target groups, especially the +55-year-olds, 2022's most sought-after demographic. 4. Product marketing's origins come from e-commerce search results 5. Doing ethnography research during the Covid lockdown times 6. Julien's take on "new normal" product trends: soul searching & the end of bling 7. Brands can be more proactive in improving people's lives. 8. China's upcoming recession: is this an opportunity for brands & companies? 9. What's driving the recent negative confidence, and when will we come out of it? 10. Should brands keep on messages of positivity during tough times? 11. A/B Test: Trick Math, China & Innovation! Julien's Past #1 Episode: zhanstation.com Julien's Links: 1. Julien on LinkedIn: www.linkedin.com 2. Inner Chapter Website: innerchapter.co 3. Julien's Bar: The Revolving Door: www.thatsmags.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com Campaign Asia: www.campaignasia.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

We've spent a lot of time in the past talking about China's e-commerce boom, but what about traditional trade? 9 out of 10 purchase decisions in China are aided by a trip to the store. Today we're talking about traditional trade and big retail trends, and we're honored to have Jason Yu, Managing Director for Greater China at Kantar Worldpanel. You'll quickly learn why Jason is the undisputed expert on China retail. 1. What's the World Panel, and how does it work? How does it measure e-commerce? 2. Given all the data out through e-commerce, why should brands buy a panel subscription? 3. What are some big trends in traditional trade? Why are proximity retailers growing? 4. The rise of Sam's Club and membership club wholesaler trade 5. Why is Costco so popular, given that it's not online? 6. Douyin and Kuaishou's rise in e-commerce and the decline in Alibaba 7. How do people shop in Douyin? How does it work? Why is FMCG doing so well? 8. Why isn't social commerce growing outside of China? Are there cultural issues? 9. New product categories in the "next normal". Cat food category is up 22%! 10. How does Kantar define O2O, and what are the big trends? 11. Will we see community group buys continuing post-lockdowns? 12. Do bulk purchases result in brand erosion? 13. Jason's 3 big retail predictions for 2023! 14. Any advice for fresh graduates? Why should you choose the marketing research industry 15. A/B Test: Costco and Stinky Doufu Jason Yu on LinkedIn: www.linkedin.com About Kantar Worldpanel China: www.kantarworldpanel.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Has China’s obsession with achieving sales targets sacrificed long-term brand growth, or does it matter anymore? Now with another Single's Day shopping event behind us, we look at the state of brand building in a market dominated by e-commerce sales campaigns. We're talking to Dhiren Amin, currently CMO at NTUC Income, based in Singapore. H was previously Asia CMO for Kraft-Heinz, based in Shanghai. Dhiren is one of the most active CMOs in the effectiveness awards space and is a big proponent of their participation. 1. Being a regional CMO based in Shanghai under Covid meant 6 quarantine experiences 2. What transfers from China? Channel Learning & Skill of China Speed 3. Will China's new product development innovation impact other markets? 4. Newness in e-commerce comes from the fact it's a 2D environment 5. What's the gap in China's submissions to regional and global effectiveness awards? 6. The path to effectiveness is the development of brand platforms 7. What is the advice for China brands to build effective campaigns? 8. How do brands stay in touch with pop culture? 9. What do you think it's important to participate in effectiveness awards? 10. Who is doing it right? Which brand is ahead of marketing effectiveness in China? 11. Tell us about Guanghe -a Kraft-Heinz fermented tofu brand! 12. How do you partner with agencies to make effectiveness campaigns? 13. Is being a CMO in China worth it, even with all the lockdowns? 14. Any advice for brand managers wanting to get ahead in the APAC region? 15. A/B: Test: Effectiveness, Wisdom, and Shanghai (professionally, that is) Dhiren Amin on LinkedIn: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

Can Chinese brands get a voice abroad? Today we are talking to Jim Fields. He's a social media influencer on YouTube and Bili Bili with tens of thousands of followers - and he recently founded an influencer management platform for Chinese brands going outbound called relay.club, which has just finished a round of angel fundraising. 1. What is Relay Club, and what problem is it set up to solve? 2. What's the advantage of a China-based influencer service? It's about authenticity. 3. What are the differences between influencer marketing in China and the West? 4. Is there a difference between how influencers make money on YouTube vs. Bilibili? (See Jim's video on the subject: www.youtube.com) 5. What are the cultural differences in how influencers are used by brands? 6. How does Shanghaizhan monetize its influencers? It's a labor of love 7. What about exporting social commerce? 8. What's the best way to budget your allocation on influencers? Focus on engagement & reach and less on follower count 9. What's the right influencer strategy? Scatter or a singular, long-term approach? 10. Any outlandish brand experiences you'd like to share? How about re-useable balloons? 11. Do we need to re-think the influencer model under Web3/metaverse? 12. I want to be an influencer. Any advice you can give me? 13. How do you avoid social media haters and toxicity? 14. A/B Test: KOLs, TikTok and Real! Jim Field's Links: On YouTube: www.youtube.com On Bilibili: space.bilibili.com On Linkedin: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com

What's new with the sports fashion industry in China? Now at $45 billion US annually, it continues to expand and grow. Everyone is getting into the game, including luxury brands. Gucci, Prada, and LV are all getting into street fashion to attract younger targets. And with the strength of local brands, will market leaders Nike and Adidas weather the storm? We are talking to Gavin Lum, who's spent the last 14 years in China working for leading agencies and brands, all dedicated to the sports industry. Gavin previously worked at the agency Weiden + Kennedy before moving to a career at Adidas. He currently serves as Digital Brand Director at Lululemon China, based in Shanghai. 1. What got you into the sports fashion industry? 2. Why is the luxury industry getting into the sports game? 3. How has the industry been impacted by Covid-19? There are 2 sides... 4. What's with sports apps like KEEP? Do they have global ambitions? 5. Gamification of sport and the importance of social media 6. What's the reason for the rise in local brands? Will the big boys survive? 7. But there are still opportunities for niche brands... 8. How do you balance sports and fashion? Is performance still necessary? 9. A/B Test: Laksa, Tokyo & Lululemon! Gavin on Linkedin: www.linkedin.com For everything ShanghaiZhan: zhanstation.com Donate & become a ShanghaiZhan Patron: www.patreon.com ShanghaiZhan Theme Music: by Bryce Whitwam soundcloud.com Bryce on Linkedin: www.linkedin.com Ali on Linkedin: www.linkedin.com