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

Today's episode delves into a facet of the China media business that everyone is aware of, but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big?  We discovered this later, following the news about the GroupM scandal in 2023. Today's guest goes by the pseudonym "F. B." and is the author of the memoir, "Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising." The book takes the readers deep into the heart of China's media underworld, where ambition, opportunity, and moral compromise collide.1.  Please outline a typical media deal with rebates. What's the role of the broker, and why do rebates exist?2.  What's the business advantage of going through the brokers? Why not go through the agency?3.  Did it ever become counter-productive to growing the business?4.  Are there any cultural implications, or is it just inherent conflicts between global and local teams?5.  What's the relationship between the media buyer and the corruption circles?6.  Has the industry transformed? Is it easier now that you can book directly on the platform?7.  Does media validation and data transparency impact the ability for corruption to exist?8. What would take to get this to stop? It's about financial auditing.9. What if you booked the media directly on the platform?10. Did you ever think you were over your head and might face jail time?11. Have the agency networks tightened their processes and improved their operations?12. Why did you write the book?13.  How did you reconcile your ethical limitations?The Book:  https://www.amazon.com/Confessions-Chinese-American-Swindler-Advertising-ebook/dp/B0DVXC2PWLFor everything ShanghaiZhan:  http://zhanstation.com/Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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.

We challenge the narrative surrounding China's economic slowdown to reveal an unexpected truth: today's market conditions might be ideal for patient brand builders. Alex Duncan, marketing consultant, former co-founder of a Chinese social media platform and a 15-year China veteran, shares fresh insights from his recent return to Shanghai, making a compelling case for why now – when consumer confidence is at historic lows and competitors are scrambling for quick sales – might be the perfect moment for strategic brand entry. This episode offers a masterclass on turning market challenges into long-term opportunities in the world's second-largest economy, from the paradox of convenience-killing convenience stores to why discounting is destroying brand value.1. After 15 years away from China and 18 months away, what dramatic changes did you see?2. How are people coping with the economic slowdown?3.  What aspects of China Speed do you miss now living abroad?4. Does China speed equate to China efficiency? 5. Does China's slowdown turn into a spark moment to become more efficient?6. Is the slowdown a reflection of China becoming more of a mature market?7. Should this all be about brand building during slower times?8. Will this impact lower funnel sales and less brand search as consumers spend less and save more?9.  Have the digital platforms made it too easy (and challenging) to build brands, and as a result, brands have become too complacent? 10. Is this the best time to enter the China market?11. How do you encourage consumers to spend money during times like this?12. What's with your book, Alex? When can we see it?Alex Duncan on Linkedin: https://www.linkedin.com/in/acjduncan/HBR Article Mentioned in Episode: https://www.hbs.edu/faculty/Pages/item.aspx?num=35885For 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/

In this report, it's called the 20/80 rule. Are we going to see a lot of brands exiting the Chinese market, or are there still opportunities?  We're back for round #2, covering Totem Media's 2025 Marketing & Media Trends. Today, we talk about the 25 considerations, although we go through all of them, just the key ones. We're honored to have Totem Media Founder Chris Baker back on the show. Joining Chris is Minnie Wang, Senior Reporter for Campaign Asia. Minnie covers the marketing and advertising issues of Greater China for the magazine.1.  Looking at the considerations, #4 "Brands Still in Disbelief" - Can you explain this one?2. Consideration #6: Experiences on the Upswing & #7 Active Hobbies are Growing - How will this translate for brands?3. What's the 20/80 Rule? Will we expect many brands to leave the China market?4. #14: The Great Retail Remix - How will retail survive the economic crunch?  Is there anyone winning?5.  And for a bit of optimism...'#21 - China is Stil a Growth Market' - are you still bullish on China?About Totem Media: https://www.talktototem.com/Download the Totem 2025 Report Here:  https://www.talktototem.com/china-insights/2025-china-marketing-and-media-reviewAbout Campaign Asia:  https://www.campaignasia.com/Chris Baker on LinkedIn: https://www.linkedin.com/in/cbaker19/Minnie Wang on LinkedIn:  https://www.linkedin.com/in/minniew/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/

Olivia Plotnick, Founder of Wai Social and author of 'Who, What, Wai,' dives into the unexpected rise of Rednote among American users fleeing TikTok. She discusses what makes Rednote unique and why it outshines alternatives like Lemon8. The conversation explores the emerging trend of app fluidity, the potential resurgence of platforms like YouTube, and the complexities of building genuine online communities. Plotnick also considers the role of authenticity and engagement amidst evolving digital landscapes, making for an insightful cultural exchange discussion.