ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

We bring back ShanghaiMailbox!   Thanks for your questions. Here are the questions you submitted that Ali and I answered on today's podcast. Enjoy!1.  If you had your own money, what’s one Chinese startup or trend you’d invest in right now that most foreigners have never heard of?2. Learning Mandarin used to be the rage, but now it’s less popular. With all the powerful apps and AI is it still worth learning a second language?3. How do you think of online dating in China? That is, the online “Relationship-shopping” culture.4. What differentiates agencies if everyone is using the same AI tools or platform? 5. What lessons have been learned from the latest and successful Coca-Cola + Pop Mart Labubu collaboration? For everything ShanghaiZhan:  http://zhanstation.com/Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3MShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Has agency consolidation begun to backfire?  The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Is this the independent agency's big moment?Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC.  He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare.1. What's driving all the consolidation, and where will it lead?2. Are the agencies losing client leaders, or should it be up to the local office?3. Does this all have to do with AI implementation?4. Has all this consolidation resulted in the loss of critical thinking and discourse?5. Does this open the field up to independent agencies to shine?6.  Who is doing it right? Is there a good model?7.  Are we moving to a world where everything is small, nimble, and independent?8.  How do you reflect on your China experience? Has it helped you throughout your career?About Mark Heap Consulting: https://www.markheapconsulting.com/Mark Heap on Linkedin:  https://www.linkedin.com/in/markheap/For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai.1.  What have you observed about different cultural approaches to innovation?2.  What makes a successful transition from leader to innovative leader?3.  What triggers innovation?4.  How do you introduce innovation thinking to companies?5.  Introducing innovative change through melting, mounting, and mating 6. How much do you change or morph into someone else?7. What goes about creating collaborations to impact innovation?8. How can leaders effectively shed their existing responsibilities to avail themselves to innovation?9. How resourceful do you need to be to embrace someone else's innovation?10. How does the model work for a start-up? Start by envisioning failure.11.  Will fear of failure result in inaction?12. Your phrase, "committing to uncomfortable" - Any advice for new jobbers?13. Who inspires you?Nistha Mehta on LinkedIn: https://www.linkedin.com/in/nishthamehta/For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

F. B. is an insightful author whose memoir unveils the murky depths of China's advertising world, revealing the cutthroat nature and rampant media fraud. In the discussion, he shares how brokers manipulate media deals and the business advantages they create. The conversation dives into cultural conflicts within agencies and the industry's evolution towards more transparency. F. B. also addresses the potential for reform through financial auditing, providing a candid look at the harsh realities faced in the Chinese media landscape.

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, 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: https://www.linkedin.com/in/pierre-berard-02222b33/About Alphabrand.ai:  https://alphabrand.ai/homeFor everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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:  https://www.linkedin.com/in/thepdconcept/Two Words Agency: https://www.twowords.agency/Read more about Semiotics:1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/03745213602.  Jean Baudrillard: "Simulacra and Simulations" https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/04720652113.  Walter Benjamin:  "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451For everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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: https://www.linkedin.com/in/shenhan/ About McCann Health China: https://ipghealth.com/network/mccann-health-chinaFor everything ShanghaiZhan:  http://zhanstation.com/Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3MShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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: https://www.linkedin.com/in/janicekok/Reiko Wu on Linkedin:  https://www.linkedin.com/in/reikowu/White Paper Link: https://bit.ly/3XKHRtRAbout GREY & AKQA CHINA: https://www.linkedin.com/company/grey-china/For everything ShanghaiZhan:  http://zhanstation.com/Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3MShanghaiZhan Theme Music:  by Bryce Whitwamhttps://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Ed Sander, co-founder of ChinaTalk and digital China tech analyst, delves into the sweeping influence of platforms like SHEIN, Temu, and TikTok Shop on global commerce. He highlights why TikTok Shop struggles in the U.S. despite its success in Southeast Asia and discusses the potential of live commerce. Ed shares insights on the cultural factors driving shopping trends, predicts Temu's growth amidst changing tariffs, and evaluates the competitive landscape where SHEIN, Temu, and TikTok Shop vie for dominance.

Stephen Drummond, a renowned brand strategist consultant in China, shares his insights on pressing marketing questions. He discusses the growing emphasis on brand building among Chinese companies despite instant eCommerce demands. Drummond tackles the perceived overhyping of livestreaming and its potential to dilute brand integrity. He also explores the future of traditional retail in Shanghai, highlighting high vacancy rates and the need for malls to adapt to consumer expectations. Finally, he reveals promising growth areas influenced by post-pandemic consumer behavior.