Navigating Identity: Chinese Brands in the U.S. Market

This chapter explores the complex challenges faced by Chinese brands, particularly Lenovo, in defining their identity and narrative within the U.S. market. It highlights the importance of transparency, cultural adaptation, and effective media relations in overcoming negative perceptions while managing geopolitical tensions. The discussion emphasizes the strategic use of alternative media channels for Chinese companies to reshape their corporate narratives and connect with audiences.

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The TikTok Ban and the Chinese Brand Dilemma with Ivy Yang

This episode of the Asia Business Podcast features a deep dive into the complex arena of cross-cultural business dynamics with guest Ivy Yang, founder of Wavelet Strategy. Ivy brings a wealth of experience in public relations and a nuanced understanding of the U.S.-China macro relationship, making her insights invaluable for companies navigating these waters.

Introduction to Ivy Yang

Email Ivy: ivy@waveletnyc.com

Ivy's Substack

Connect on LinkedIn

Visit Wavelet Strategy

Ivy Yang is the founder of Wavelet Strategy, holds a BA from NYU, and an MBA from Columbia. Her extensive background in crisis management, financial media reporting, and media relations offers invaluable perspectives, particularly in the realm of cross-cultural business between the U.S. and China. Ivy also contributes to the Financial Times Chinese and has a Substack blog called "Calling the Shots," which is highly recommended for anyone interested in these topics.

TikTok, RedNote, and The User Migration Phenomenon

The conversation kicks off with a hot topic: the potential shutdown of TikTok in the U.S. and the ripple effects on its massive user base. Ivy shares her perspective on the current media reports suggesting an imminent shutdown, drawing parallels with past events in other countries. As users consider migrating to RedNote (Xiaohongshu), Ivy provides her firsthand insights into this platform, noting its unique user experience compared to TikTok.

Highlighting the Cultural Exchange on RedNote

Ivy emphasizes the fascinating dynamic of TikTok "refugees" transitioning to RedNote, a starkly Chinese platform with no translation features. This migration, Ivy notes, represents an act of protest and defiance against geopolitical narratives. She describes the rich cultural exchanges unfolding in RedNote's comment sections, reminiscent of past platforms like Clubhouse that fostered U.S.-China dialogues.

The Cross-Border Challenges for Chinese Brands

Art and Ivy delve into broader challenges faced by Chinese brands in the U.S., notably in building trust amid geopolitical tensions. Ivy underscores the significance of defining a dual narrative to maintain a global brand perception while acknowledging Chinese roots and operations. Art adds to the discussion by highlighting brands like Lenovo that have navigated these waters successfully, contrasting them with current challenges faced by apps like TikTok and Shein.

Managing U.S. Perceptions and Media Relations

The conversation explores the critical role of media relations in shaping public perception. Ivy argues that Chinese companies need to engage more proactively with media to manage narratives before they become defined by external forces. She stresses the importance of transparency and adapting to U.S. cultural norms in hiring and operations.

Practical Advice for Chinese Companies Entering the U.S. Market

Ivy concludes with practical strategies for Chinese brands entering the U.S. market:

Adopt Cultural Norms: Understand U.S. hiring practices and navigate media relations with transparency.
Strategize Media Relations: Engage in active narrative management, especially during crises, by supplying context and data to reporters.
Own Communication Channels: Develop robust owned media strategies to swiftly communicate your company’s stance and developments. Substack and other platforms can be effective for reaching niche, influential audiences.

Conclusion

This episode serves as a crucial guide for navigating the complex landscape of U.S.-China business relations. Ivy Yang's insights illuminate how companies can better manage their cross-cultural narratives, engage with media, and respect local norms to succeed in the U.S. market. For those interested in more of Ivy's perspectives, her blog, "Calling the Shots," provides deeper dives into these topics. As the landscape continues to evolve, staying informed and adaptable remains key.

Timestamps

00:00 Introduction and Guest Introduction

01:17 Current Events: TikTok Controversy

02:58 The Migration to RedNote

06:38 Geopolitical Implications for Chinese Apps

09:56 Challenges for Chinese Brands in the U.S.

16:23 PR Strategies for Chinese Companies

27:52 The Role of Media and Owned Channels

33:44 Final Thoughts and Contact Information