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

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.

Chris Baker, Founder of Totem, and Ahle Kuang, General Manager of OMD China, share their insights on China's shifting marketing landscape. They discuss the trend of marketers prioritizing short-term sales over brand equity, with 48% planning budget cuts for 2025. Local brands are adapting effectively, leveraging platforms like TikTok, while global brands struggle to resonate with local consumers. The duo emphasizes the need for a balance between immediate ROI and long-term brand loyalty in a rapidly evolving digital marketplace.

How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups?  We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social 仟传网络. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment.1.  What's your current job, and what does Target Social do?2. What's the difference between your consulting role at your current vs. previous job?3. How do you extract data from social media platforms that help deliver insights?4.  How is market research evolving?  Is it just social listening, or is there more to it?5.  Is social listening a good measurement, and you don't need focus groups or interviews?6.  How do social platforms collect data for passive users?7.  Why do the algorithms seem incorrect about one's profile?8.  Pushing surprise content remains an advantage for advertisers.9.  What are the skills necessary for modern market researchers?10. How do you teach insights, and how is it possible to identify them? About Target Social (仟传网络): https://tarsocial.com/en/internationalWang Tao on LinkedIn: https://www.linkedin.com/in/tao-wang-b602619b/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/

Are traditional festivals still essential drivers in the Chinese marketing calendar?  Or are they overshadowing the modern shopping days that seemingly overpower attention?  We welcome Hope Hong, founder of Chuanmer, a non-profit organization specializing in cross-cultural marketing consulting, experience planning, curation, and promotion. Hope is based in Vienna. Besides being a cultural ambassador, Hope is a mom and a digital marketing leader working at Austria's largest telco.1.  What is Chuanmener?2. How important is Chuanmener rooted in being a Chinese mother?3.  Do you see Chinese festivals as being more critical when you're living abroad?4.  Are the modern shopping festivals diluting the traditional festivals?5.  How did Bryce connect his children to American culture while living in China?6. How can brands effectively connect with consumers during festivals in a modern way?7. Which brands are doing festivals differently?8.  Who is not doing festivals properly?9.  What's your favorite Chinese festival?About Chuanmener:  https://www.chuanmener.world/Hope on LinkedIn:  https://www.linkedin.com/in/hopeyanhong/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/

We're thrilled to re-broadcast an insightful episode from the Sinica Podcast, where host Kaiser Kuo sits down with Bryce Whitwam to delve into the ever-evolving world of Chinese livestream e-commerce. Bryce's latest research highlights a fascinating shift: Chinese consumers increasingly gravitate toward smaller, more personalized livestream shows that foster greater interaction with hosts. While large-scale shows with millions of viewers still exist, they’re gradually being replaced by micro-targeted streams on platforms like Xiaohongshu and Douyin, which offer a more authentic and engaging experience. This evolution carries significant implications for brands looking to connect with highly targeted audiences in China. It could hint at the future of livestream shopping in the West, especially as TikTok explores similar trends.1. How did you first engage with the livestream e-commerce trend in China?2.  What’s the history of livestream commerce, and how has it evolved since its inception?3.  How does livestreaming contribute to consumer engagement compared to traditional retail?4.  What differentiates Douyin, Xiaohongshu, and Taobao as livestream platforms?5.  What role does authenticity play in driving consumer trust in livestreaming?6. How do demographics like age, gender, and location influence livestream shopping behavior?7. What are the key differences between China’s livestream strategies and the U.S.’s early adoption of TikTok Shop?8. How are niche and microtargeted livestreams reshaping consumer behavior?9. What challenges or disruptions could affect livestream commerce’s growth in China?10. What does the rise of livestreaming tell us about broader changes in Chinese consumer culture?11. RecommendationsSinica Podcast on Substack:  https://www.sinicapodcast.com/Sinica Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/sinica-podcast/id1121407665Sinica Podcast on LinkedIn:  https://www.linkedin.com/company/sinicapodcast/posts/Kaiser Kuo on LinkedIn:  https://www.linkedin.com/in/kaiserkuo/For everything ShanghaiZhan:  http://zhanstation.com/Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3MBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

We’re unpacking a critical issue affecting luxury and prestige brands operating in China’s discount-heavy e-commerce landscape. With platforms like Tmall and JD and emerging competitors like Douyin and Pinduoduo, brands are constantly pressured to use aggressive discounting strategies to boost sales and visibility.Jacques Roizen, managing director of China Consulting at Digital Luxury Group, joins us as an industry expert who guides some of the world’s top prestige and luxury brands through these challenges. Together, we’ll explore the long-term impact of discount culture on brand equity, why some brands are starting to ‘detox’ from discounts, and how the rise of the gray market is reshaping consumer expectations.1. How did you enter the e-commerce luxury business in China?2. Give us the history of premium/luxury e-commerce and how it evolved from its early days.3. How important is e-commerce for new consumers to learn about new brands?4. Where's the pressure for brands to discount so much?5. Is GMV still an effective measure of performance in e-commerce?6. How can brands discount detox?7.  Who in the organization can orchestrate a discount detox?8.  What should brands do to improve brand equity? Is livestream a way to do this?Jacques on LinkedIn:   https://www.linkedin.com/in/jacquesroizen/About DLG:  http://www.digitalluxurygroup.com/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=cfb30a6e0c0e459da78b912bf60825acGot 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/

Chinese outbound travel is returning, which is great news for luxury brands. To many brands, overseas travel has always been a source of awareness, validation and purchase. How can brands take advantage of this opportunity?  We speak to Subramania Bhatt, CEO of the China Trading Desk, a digital marketing and research firm targeting these travelers. Subbu's company recently published a travel insights study that shows a changing Chinese travel demographic. Joining Subramania is Mark Shrives. Mark leads Marriott Digital Services for Asia, which is based in Bangkok. Alongside his team of 35 digital consultants, Mark guides Marriott International's APEC portfolio of hotels in directly implementing cutting-edge digital strategies.1. What's the latest about the Chinese overseas travel situation? Has it bounced back to its pre-COVID levels?2. From the hotel side, how might travelers be changing?3. How have influencers impacted travel experiences?4. What's a typical traveler customer journey?5. What's the hotel's strategy in targeting Chinese tour groups to overseas hotels?6. How much differentiation can you offer on an OTA platform?7.  What motivates people to shop outside China? Is it all about saving money?8.  What is the importance of using influencers to target travel experiences?9. How have hotels integrated their offerings to the new wave of Chinese tourists looking for experiences?10. Are we seeing an overlap in age groups and craving experiences? And why so many Chinese women?11.  Are we seeing more Chinese taking advantage of hotel loyalty platforms?12. Do you have a hidden gem travel destination?13. Shanghai Zhan Mailbox: Will Xiaohongshu go global?Subbu on LinkedIn: https://www.linkedin.com/in/subramania/The China Trading Desk:  https://www.chinatradingdesk.com/Travel Survey Link:  https://survey.chinatradingdesk.com/Mark on LinkedIn:  https://www.linkedin.com/in/markedwardshrives/For everything ShanghaiZhan:  http://zhanstation.com/ShanghaiZhan 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/

What are China's technology opportunities for Chinese women? Are Chinese companies becoming more gender diverse, or are coveted STEM careers still largely avoided by Chinese women? We asked Dr. Susan Zhang about the state of Chinese women in tech. Dr. Zhang is a high-energy business executive and serial entrepreneur.  Her journey has taken her to incredible heights in Australia, China, and the UK. She has inspired many young entrepreneurs with her legacy at Google, ByteDance (TikTok), Amazon, and Canva.  She is the book author of 'Life Outside My Comfort Zone', a TEDx speaker, and an award-winning role model for Women in Leadership and STEM Education. 1. What's your career journey, and what are the milestones?2. What's it like working in big tech companies?  How did it impact your leadership style?3.  What's the difference between Western and Chinese work cultures?4.  Why do people want to work so late in a Chinese company?5.  What is stopping women from going into tech roles?6.  What is the importance of gender diversity in tech?7.  Tell us about your book, "Life Outside My Comfort Zone"8.  How should the next generation of women prepare themselves in an AI-tech world?9.  Any Chinese proverb to live by?NEW SEGMENT:  Shanghaizhan Mailbox:  Listener Mail!Dr. Zhang on LinkedIn:   https://www.linkedin.com/in/zhangsusan/Susan's Website:  https://www.xiaochenzhang.com/"Life Outside My Comfort Zone": https://www.amazon.co.uk/dp/1794103422For 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/