The Negotiation

Joanna Hutchins is an expert in brand growth and innovation, with extensive experience across various product sectors of the China market. Joanna also serves as an adjunct professor at Duke University's China campus, and she has authored a new book titled Chinafy: Why China is Leading in Innovation and How the Rest of the World Can Catch Up. The book is scheduled to be released in March / April 2023 and will be available in stores in the US, UK, and SE Asia, as well as online globally. UPDATE - Joanna's book is now available on Amazon Singapore!! https://www.amazon.sg/Chinafy-Joanna-Hutchins/dp/9815044508/ In our conversation with Joanna, we learn about the evolution of the Chinese market over the past two decades and how major international organizations like Unilever (where Joanna worked) have found success in the region. We also discuss Joanna's new book, Chinafy: Why China is Leading in Innovation and How the Rest of the World Can Catch Up, which offers a deep dive into China's role in global innovation over the past decade, and what the rest of the world can learn from the market. As an innovation expert, Joanna also highlights several emerging innovations expected to shape the Chinese market in the next five to ten years. We discuss the pace of innovation in China and the potential opportunities that exist for businesses to take advantage of this wave.  Our conversation offers a compelling look into the role of China in global innovation and how businesses can navigate the ever-changing landscape of the Chinese market. Enjoy!Topics Discussed and Key Points:●      Joanna’s new book ●      Influences that have led to the growth of domestic Chinese brands  ●      The impact of China’s melamine milk scare on the branding landscape in the country●      The era of multinational consumer brands in China and their dominance●      The Unilever corporate master brand and how it was significant in marketing products in China●      The early days of the internet and e-commerce in China●      The role of e-commerce in addressing logistics and transportation challenges in second and third-tier cities in China●      The intersection of design and business growth, and the importance of design in the China Market●      Brand collaborations in China and why they make sense there, better than anywhere else●      How China is an effective sandbox for brands to flex their design muscles●      China's innovation and influence on the West●      BYD: a Chinese firm that has expanded its business from producing rechargeable batteries to selling electric cars and buses●      Social commerce in China and the rise of Tik Tok as a marketing tool ●      The potential that exists in reverse innovation●      The velocity of innovation in China●      The future potential of China’s consumer brands ●      How technology can disrupt consumer segments 

In this episode of The Negotiation, we continue our conversation with Gil Chavez, a seasoned specialist in global marketing and communications. With a career spanning over three decades, Gil has honed his expertise in marketing, particularly in the Asian region. In addition to his vast experience, he is also a top-rated professor, having taught over 100 courses in a 24-year teaching career. In this episode, we continue to dive into some of the cultural differences between the West and the East. We explore various negotiating tips for Japan and how that process can vary from that of the USA and Canada, including the ceremonial aspects of negotiation and effective communication. We conclude our conversation with Gil by discussing famous business leaders and how they are perceived in Japan. Enjoy listening! Topics Discussed and Key Points:●      The difference between a CEO’s humility and arrogance ●      Negotiations and building relationships in Japan●      Reverse negotiations in Japan●      Ceremonial aspects of the art of negotiation and communication in Japan ●      The potential lack of self-awareness among executives when moving up the ladder ●      Diverse approaches to managing both oneself and others that can aid in progressing from a young executive to a senior executive

In this episode of The Negotiation podcast, we are thrilled to be joined by Joseph Cooke. Joseph is the Co-Founder and President of WPIC Marketing + Technologies, and he recently returned from his first trip to China in 38 months, having spent a week and a half there. As one of the first North American business people to visit China since the initial COVID lockdowns in 2019, we thought it would be a great opportunity to bring him back on the show to share his insights on the current situation in China. Today, Joseph provides insights into the changes in China he’s seen over the 3 years since he last visited. Our discussion focuses on China's economy and markets, examining how the country is expected to evolve in the future.  We discuss sectors in China that have undergone significant transformations before concluding with a discussion on major upcoming marketing, sales, and shopping events in the country. If you plan to expand your business into this lucrative market or even travel to China in the coming year, don't miss out on this episode. Enjoy! Topics Discussed and Key Points:●      Joseph’s life in China pre-COVID●      Arriving in China and going through the airport●      Domestic travel in China●      Rebuilding connections ●      China’s economy and where it is heading●      China’s welcoming of foreigners post-COVID●      Sectors in China that have seen a drastic metamorphosis●      Changes in the Chinese market over the previous few years●      Habits in China impacted by COVID ●      Micro breakdowns of specific sub-sectors ●      Queens Day and 618- the major holidays in H1 in China

This episode of The Negotiation features part one of our conversation with Gil Chavez, a seasoned specialist in global marketing and communication. With a career spanning over three decades, Gil has honed his expertise in marketing, particularly in the Asian region. Alongside his vast experience, he is also a top-rated professor, having taught over 100 courses in his 24-year teaching career. In this episode of the podcast, we dive deep into the corporate communications differences between Japan and the US, starting off with the financial services sector. We then discuss social media marketing in Japan, including the rise of TikTok in promoting major brands and how the principles of success in the space have evolved over time. We also discuss how broader corporate communications differ between Japanese and North American audiences, as well as CEO advice for B2B versus B2C communication. Additionally, we touch on international brands that have found success in social media marketing in Japan and the different approaches for media training that Gil uses in Japan versus the West. Gil also highlights some of the skills that have contributed to his success in his work, and best practices for succeeding in the Japan region. Enjoy! Topics Discussed and Key Points:●      Gil’s experience with IBM's Asia Pacific team●      Corporate communications in Japan●      CEO media training in Japan●      Stories about Toyota's first significant losses back in the ‘90s and Akio Toyoda's takeover●      The financial services sector in Japan and the US and the differences in corporate communications in that space●      Social media marketing in Japan and the principles for success●      How TikTok has taken Twitter's position as the leading platform in Japan for promoting major brands●      The role celebrities and influencers play in social media marketing ●      Why Japan is all about quality

In this episode of The Negotiation, we continue our conversation with  Morgan Keldsen, a renowned international business development and retail expert. With a career spanning over two decades, Morgan has worked with some of the biggest names in the industry, including Stüssy, Nike, Converse, and Vans. Today, he offers his expertise to organizations in the athletic and fashion lifestyle space, helping them navigate the complex business landscape of the Asia-Pacific region. For brands without existing relationships in the Asian market, the episode provides tactics and strategies to help them enter the market successfully. This episode starts off by taking a deep dive into the history and growth of Stüssy, a popular streetwear brand that Morgan worked with, helping them in APAC. We explore how the company transformed from a wholesale-focused business to a direct-to-consumer (DTC) model by tightening its distribution. The conversation also touches on the significance of choosing the right collaboration partner in Asia and the impact of the Covid-19 pandemic on the fashion and lifestyle industry, which, among other things, exposed companies who suffered from poor relationships - especially in Asia, where so much of the world’s supply chain is managed. We then hear from Morgan about his experiences navigating the pandemic while working at Vans. Finally, we discuss the potential of the metaverse as a marketing tool in Asia and the future of consumer behavior in the APAC region. Enjoy! Topics Discussed and Key Points:●      Introduction to Stüssy and its origins as a skate brand●      How Stüssy focussed on tightening the brand's distribution and moving away from wholesale to a DTC-forward brand●      Tactics and strategies for brands entering the Asia market without existing relationships●      How important it is for brands to allow consumers to feel your personality or soul●      Brands Collaborations in Asia and why they resonate in the region●      The Covid-19 pandemic and how it exposed companies that had poor relationships ●      Market Authenticity●      The future direction of consumers in Asia.●      APAC region: macroeconomic and geopolitical evolutions that are affecting the relationships between different markets●      The metaverse as a marketing tactic

This episode of The Negotiation features part one of a two-part series with Morgan Keldsen, renowned international business development, and retail expert. With a career spanning over two decades, Morgan has worked with some of the biggest names in the industry, including Nike, Converse, and Vans. Today, he offers his expertise to organizations in the athletic and fashion lifestyle space, helping them navigate the complex business landscape of the Asia-Pacific region.In this episode, we learn about Morgan's background, how he got into China and began working with Nike, and what makes the brand so iconic around the world. Morgan also shares his insights on the challenges he faced while working with the Jordan brand and how he navigated them. Additionally, we dive into the importance of localization in product design, marketing, and merchandising, and how it differs between different consumer markets in Asia. Whether you are a seasoned business professional or just starting out, you can’t afford to miss this enlightening conversation with Morgan Keldsen. So, sit back, relax, and get ready for part 1 of The Negotiation with Morgan Keldsen. Enjoy!Topics Discussed and Key Points:What makes Nike an iconic brand Morgan's work and achievements with the Nike brand in AsiaConsumer market nuances in AsiaWhy it's important to find ways to appeal to local consumersThe different ways to find business success in the athletic and fashion industryLocalization of product design, marketing, and merchandising Consumer offline shopping in Japan versus that of  Vietnam and SingaporeThe effects of DTC on the merchandising of productsThe challenges of launching the Converse brand in AsiaNotable Quotes“As I was getting ready to go to college, Mom said, " you know, French is nice, but you're gonna have to get a job. You should think about the future, and Asia is the future.”“My whole goal was to see if there was a way to work for a big American company to help crack the China market. And as you all know, looking back at China in 1991, it was a very different landscape than where we are now.”“The thing that I'll always say about Nike, that I'll always have the utmost respect for the brand is the focus on innovation in all regards. So obviously the product - but when you look at the marketing and retail and digital, they really are world-class.”“Being in Asia in the late nineties, early 2000s, those were the earliest days of Nike sportswear really coming to birth and we were allowed and took advantage of making a lot of great collaborations with Japanese streetwear artists, creatives. We did all the initial Chinese New Year products for China as we were first coming out.”“The time I was managing the Jordan brand, I was also managing Nike basketball. So, I was in a bit of a hybrid role at that time. The Jordan brand was still a relatively small part of the business globally, unlike today.”“We were blessed with so many resources, but at the same time, there's a lot of attention and pressure. So, it's a challenge in that way, but it's more managing the opportunity than scratching out and trying to create something from nothing.”“I think when you look at North Asia, if you look at Japan, China, Korea, there's a real synergy between the markets as far as influence goes, whether it's music or art that does influence, this space for products.”

This episode of The Negotiation features part 2 of our conversation with Igor Duc. Igor is the Founder & CEO of Native Union, a consumer electronics accessories company that combines the finest hand-picked materials, thoughtful design, and considerate details to create products with personality, empowering the modern lifestyle.Today's episode continues our conversation with Igor, as we talk more about omnichannel retail and marketplaces, premium branding and pricing, and the future of retail and commerce. We finish the chat by discussing environmental sustainability.Topics Discussed and Key Points:Omni-channel and marketplaces Why Hong Kong's retail industry is still relevant todayPremium branding and pricing Insights and nuances of the consumer electronics accessory spaceThe future of retail and commerce around the world The purpose of retail today Why modern retail must be thoughtful and design-orientedEnvironmental sustainability Notable Quotes“It's much more difficult to sell a premium product and experience when your product is not well displayed.”“We are not very good and we absolutely have to adapt our game online. But I believe, that we could do it, we could completely sell the craftsmanship, the attention to detail online.”“It's probably more difficult to be selling premium than a luxury in Asia and to be selling premium than [mass market].”“People say, oh, I created a brand. I don't think you create a brand. I think you create products and you become a brand”“If the right people see you in the right places, that will make you a cool brand. So you must be careful not to be in the wrong places and be good enough to interest the right places”“If your consumers care for brands that do high-quality crafted products, I think these consumers could be all over the world..”

This episode of The Negotiation features part 1 of our conversation with Igor Duc. Igor is the Founder & CEO of Native Union, a consumer electronics accessories company that combines the finest hand-picked materials, thoughtful design, and considerate details to create products with personality, empowering the modern lifestyle. In today’s episode, we caught up with Igor to learn more about why he chose to base his business in Hong Kong, the impetus behind Native Union, and his goal to enhance the way we live with technology. We also explore the consciousness of consumers today, how it has developed over the years, brand legitimacy, and other engaging topics. Enjoy! Topics Discussed and Key Points:●       Why Igor created a brand in Hong Kong●      The story of Native Union's conception●      Dealing with counterfeit products●      Why Native Union almost died ●      How to deal with trademark and copyright infringement issues for new brands entering Asia and the APAC region ●      The consciousness of consumers today Notable Quotes“I could qualify myself as a creative person but without creative talent. And fortunately, since I started my professional career, I've always tried to surround myself with talented, creative people."“Hong Kong can offer probably even more vibrant outdoor experiences than the very interesting city centre. I loved Hong Kong so much that I decided to craft a life project around relocating here.”“It's very unconventional to create a brand in Hong Kong. I don't think you can name any brand that you know that was born in Hong Kong."“At CES< there is a world of technology, but it is a world of utilitarian technology, kind of boring technology. We came up with something fun, and colourful, and it had never been seen before. .”“I think people should think about and spend on what they use intensively every day. That's the smart thing to do.”“It's much better to buy a premium cable. It is maybe 30%, 40% more expensive than the cheap mass one. But that's going to last you five years,  instead of buying five cables every year.”

In this episode of The Negotiation, we feature Part 3 of our conversation with legendary APAC marketer and thought leader Dave McCaughan. Dave has spent the last three decades in the Asia Pacific, in senior management roles with McCann, one of the world’s biggest advertising agencies. He joined McCann in 1986 in his native Sydney, where he built the Strategic Planning function, and since 1995 has been based in Bangkok, Hong Kong, and Tokyo, leading regional strategy and communications campaign development for clients like Coca-Cola, MasterCard, Nestle, Cathay Pacific, Sunstar, Hitachi, Johnson & Johnson, and many others. In 2015 Dave launched BIBLIOSEXUAL, which works with brands to bring together his long-term passion for understanding the relationship between form and content. In this episode, we conclude our extensive discussion by talking about Dave's time at Coca-Cola, how he got ads approved in the Chinese market, and, specifically, the first-ever romantic kiss seen on Chinese television. We also talk about how brands should approach countries in Southeast Asia (which are all different from one another and see significant nuances inside each country).  We finish our conversation by diving deep into AI technology -- is it going to disrupt the marketing world? Discover more by tuning in. Enjoy! Topics Discussed and Key Points:●      China's first-ever kiss ad●      Understanding local nuances - as evidenced by the controversy around Lionel Messi and the Emir of Qatar during the FIFA World Cup final ●      China's shifting demographics●      The cultural debates that go on in North America versus the rest of the world ●      Nestle’s Kit-Kat treats, and how they’ve managed to be so successful in Japan●      Is the world really homogenizing?●      How should businesses expand to Southeast Asia?●      Comedy as an underlying theme in marketing●      How shopping malls are magnets for what is happening around the world●      Cultural soft power, as evidenced by Japan and Korea●      Major  shopping events in Asia and why they resonate●      The expected impact of AI on marketing

This episode of The Negotiation features part 2 of our conversation with  Dave McCaughan. Dave McCaughan is a Marketing Thought Leader and Storyteller. He has spent the last three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s most successful advertising agencies. He joined McCann in 1986 in his native Sydney, where he built the Strategic Planning function, and since 1995 has been based in Bangkok, Hong Kong, and Tokyo leading regional strategy and communications campaign development for clients like Coca-Cola, MasterCard, Nestle, Cathay Pacific, Sunstar, Hitachi, Johnson & Johnson, and many others. In 2015 Dave launched BIBLIOSEXUAL, which works with brands to bring together his long-term passion for understanding the relationship between form and content. In this episode, we continue the discussion by talking about Japanese consumer trends, youth marketing, and how it has changed over the years, product placement and decision fatigue. Dave then shares his thoughts on how brands should pay attention to older consumers in Japan (a category with growing influence and purchasing power). Finally, we do a deep-dive into the topic of toilets, and how Dave got involved with them.  Enjoy! Topics Discussed and Key Points:●      Japan’s changing population demographics●      Manga mongers ●      Youth Marketing●      Mobile gaming as an impactful medium●      The K-Pop revolution in Asia●      The attention economy●      The silver population and how consumer brands need to engage them●      Cost of customer acquisition versus the lifetime value●      Why the future globally is all about aging populations Notable Quotes“If you watched Western movies made in the eighties, American Hollywood movies, there was a big thing that Japan was about to overtake the world. Right? It was going to buy out everything.”"The more people got used to Korea as a cool place, the more they're going to feel good about buying Korean brands.”“Statistics say that for people under 30, the number one medium that they engage in every day is mobile games - as in the amount of time they put into it. And it's usually somewhere between 3 to 4 hours a day.”“Sometimes we think of gaming as entertainment. We don't think of it as media. In the same way that we might think of television as media, right? But mobile gaming is a medium.”“The truth is that if you want to get people's attention, young, young people, particularly in Asia, the thing they're paying attention to is this the screen on their mobile phone.”“When you look at the numbers and you find out in nearly every category - yes, it might be an advantage to have a repertoire of, you know, five or six flavors. But the truth is that two flavors will always sell 80, 85, 90% of all your product.”“We're finding out that people seem to be fatigued because they're bored. Right? It's not necessarily that they are really fed up with something or that they don't like [it] - they want something else.”“The single most powerful medium in the world to get your brand success is word of mouth. It is people who like your product or your service, talking to other people about why they like it and getting them to try it.”“Very soon we're going to get to the point where 25% of the world's population is over 60.”“Other institutions have sort of shown that people in their sixties are as adaptable and probably have adapted to more new technologies [over their lives] than people under 30. Because for people under 30, there has been no major new technology for 25 years.”