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

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

Where is China heading in 2024? Ali and Bryce decided to do a quick recap of our livestream event last week to highlight a couple of the 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?

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

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!

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!

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 does starting a successful brand from ZERO in the Middle Kingdom take? We spoke to Alex Acker and Kristian Li, co-founders of Jing A Beer. Based in Beijing, Jing-A now has 10 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 flavours 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. 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 that want to get started? 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!

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 stream 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?

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 has marked him as a leader, bringing Chinese design aesthetics to the world.

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.

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.

Ali and Bryce were expats in Shanghai; what's it like for two Chinese senior global marketing executives living in New York? Today's podcast interviews Gary Chu and Mark Jiang from the Estee Lauder Companies, based in New York. ELC includes brands such as Estee 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.

We're talking rock and roll with Dr. Andrew Field, Associate Professor of Chinese History at Duke Kunshan University. Andrew is the recent author of "Rocking China", a book that traces the rise and spread of indie rock from the rock capital of Beijing to Shanghai and to other places in China. Through interviews with key players, Dr. Field explores the meanings of rock music in China society and many obstacles to developing indie rock in the country.

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

Why was China a no-show at the Cannes Lions Festival of Creativity this year? Is it the quality of the work, or is it because China is no longer interested in participating on the global stage? We talk to 2 people who have just come back from Cannes Lions, and they give us their unique perspective. Our guests today are Robert Sawatzky, Asia Editor Director at Campaign Asia, a part of Haymarket Media. Robert's work has been showcased across various platforms, from CNN to Campaign UK, highlighting his significant influence in the media landscape. Joining Robert, we have Rogier Bikker; Rogier moved to China at the young age of 21 and has made his mark on the digital sector in China over the past 15 years. Known for pushing creative boundaries and winning medals at the Campaign Agency of the Year shows, he sold his agency TOMORROW to S4 Capital's MediaMonks and is now the Managing Director of Greater China. 1. Are awards shows still important? Do they translate to business results? 2. What were your high and low points of Cannes? 3. Cannes is still the "World Cup" of the industry and sets the bar for the industry's best. 4. Why didn't China show up? Only 1% of the submissions from China 5. Is Cannes now becoming a tech show? 6. Cannes is still under-represented by young creatives who can be inspired by the show. 7. Is it because Global doesn't understand Chinese creativity, or the creativity is too executional? 8. Was any cool AI stuff, or was it in the work? 9. What was your favorite campaign of this show? 10. Is China's global conundrum about framing China's innovation for a global audience? 11. A/B Test: Awesome or Average? Of Course, Awesome!

Stéphane Wilmet, a highly accomplished executive in the consumer beauty industry, joins our show today. With over 30 years of experience, Wilmet has held prominent positions in the United States and China. Notably, he served as the Chief Consumer Officer at L'Oréal China, overseeing consumer strategic branding, insights, foresight, and M&A activities, playing a crucial role in shaping the company's brand strategies and understanding the Chinese market. During the pandemic, Wilmet returned to the United States and worked as the Senior Vice President, of M&A, at L'Oréal USA in New York. He works as an advisor to private equity firms and shares his expertise as a guest lecturer at various business schools. 1. Off-topic, but any interest in buying a motorcycle? 2. We know that the beauty business in China is big, but are market nuances that the world can learn from China regarding how business is run here? (Hint: scale and speed) 3. How did L'Oreal stay vigilant with new product development? 4. How do we continue to build brands in a deep discount live stream environment? 5. Livestream help cast a net to recruit new consumers, but how do brands deal with high returns? 6. Will Western and Chinese beauty shopping behavior converge? Are shopping patterns becoming the same as digital ecosystems become similar? 7. Do beauty brands need an offline presence given the power of online? 8. Will we have a time that Chinese beauty brands will go global? 9. Any amazing Chinese beauty brands that you have your eye on? 10. How do young people get into the beauty industry? 11. Are men welcome in the beauty industry? 12. A/B Test: Authentic/New York/C/K/J-Beauty - what's C-Beauty's role?/ Virtual KOLs

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 largest and most respected agencies in the country, 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

Joanna Hitchins is the recent 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 are doing business in China? 9. Embracing China Innovation: KFC 10. A/B: Small S, Data, Year 2023, KFC, BYD & Unilever!

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