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

What does it take for brands in China to transform their businesses to be digital-ready?  We asked Wiredcraft CEO and Co-founder Ronan Berder to provide his insights into what companies need to evolve their businesses. Ronan has been instrumental in driving digital innovation and transformation for such brands as Starbucks, Nike, and Hilton and provides us with stories and strategies behind China's digital revolution.1.  What is digital transformation?  How can you work with these major companies, and what lessons can other businesses learn?2. What has led to such rapid adoption of digital transformation in China? How have payments and digital wallets forced companies to change?3. How much of China is exportable now that you're doing regional markets?4. How much of the type of transformation will help Chinese brands export outside of China?5. How successful have brands done to do it on their own without the big e-commerce platforms?6.  Are there specific categories that benefit from direct-to-consumer business?7.  Is direct-to-consumer too hard, and is it much easier to push media to consumers?8. What are your thoughts about AI, and how can brands use it to maximize their digital transformation plans?9.  What recommendations to get into a business like yours?  Is this truly the future of the advertising industry?10.  A/B Test:  Mini-Programs/Shanghai/Wechat & BurberryRonan on Linkedin:  https://www.linkedin.com/in/ronanberder/About Wiredcraft:  https://wiredcraft.com/ 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/

Why was China almost a no-show at the Cannes Lions Festival of Creativity this year?  Is it the quality of the work, or is it because China is no longer interested in participating on the global stage? We talk to 2 people who have just returned from Cannes Lions, and they give us their unique perspectives.Today's guests are Robert Sawatzky, Asia Editor Director at Campaign Asia, a part of Haymarket Media. Robert's work has been showcased across various platforms, from CNN to Campaign UK, highlighting his significant influence in the media landscape.Joining Robert, we have Rogier Bikker; Rogier moved to China at age 21 and has made his mark on the digital sector in China over the past 15 years. Known for pushing creative boundaries and winning medals at the Campaign Agency of the Year shows, he sold his agency TOMORROW to S4 Capital's MediaMonks and is now the Managing Director of Greater China.1.  Are awards shows still important? Do they translate to business results?2. What were your high and low points of Cannes?3.  Cannes is still the "World Cup" of the industry and sets the bar for the industry's best.4.  Why didn't China show up?  Only 1% of the submissions from China5.  Is Cannes now becoming a tech show?6. Cannes is still under-represented by young creatives who can be inspired by the show.7.  Is it because Global doesn't understand Chinese creativity, or the creativity is too executional?8.  Was any cool AI stuff, or was it in the work?9. What was your favorite campaign of this show?10. Is China's global conundrum about framing China's innovation for a global audience?11. A/B Test:  Awesome or Average? Of Course, Awesome!Grand Prix Winners We Liked: Cadbury India: https://www.youtube.com/watch?v=US_1qLyOmUc&t=73sArgentina World Cup Ad (PedidosYa):  https://www.youtube.com/watch?v=WoGh0-RlrI8Serena Williams Nike Ad: https://www.youtube.com/watch?v=2ehJczf2FEkRogier on Linkedin:  https://www.linkedin.com/in/rogierbikker/About Mediamonks: https://media.monks.com/Robert on Linkedin: https://www.linkedin.com/in/robert-sawatzky-80864b4/About Campaign Asia:  https://www.campaignasia.com/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/

Stéphane Wilmet, a highly accomplished executive in the consumer beauty industry, joins our show today. With over 30 years of experience, Wilmet has held prominent positions in both the United States and China. Notably, he served as the Chief Consumer Officer at L'Oréal China, where he oversaw consumer strategic branding, insights, foresight, and M&A activities, playing a crucial role in shaping the company's brand strategies and understanding the Chinese market. During the pandemic, Wilmet returned to the United States and worked as the Senior Vice President, of M&A, at L'Oréal USA in New York. He works as an advisor to private equity firms and shares his expertise as a guest lecturer at various business schools.1.  Off-topic, but any interest in buying a motorcycle?2. We know that the beauty business in China is big, but are market nuances that the world can learn from China regarding how business is run here? (Hint:  scale and speed)3.  How did L'Oreal stay vigilant with new product development? 4.  How do we continue to build brands in a deep discount live stream environment?5.  Livestream help cast a net to recruit new consumers, but how do brands deal with high returns?6.  Will Western and Chinese beauty shopping behavior converge? Are shopping patterns becoming the same as digital ecosystems become similar?7.  Do beauty brands need an offline presence given the power of online?8.  Will we have a time that Chinese beauty brands will go global?9.  Any amazing Chinese beauty brands that you have your eye on?10.  How do young people get into the beauty industry?11.  Are men welcome in the beauty industry?12. A/B Test:  Authentic/New York/C/K/J-Beauty - what's C-Beauty's role?/ Virtual KOLsStéphane on Linkedin:  https://www.linkedin.com/in/st%C3%A9phane-wilmet-2121452/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/

We recently had the opportunity to speak with Chris Reitermann, the Co-Chief Executive of Ogilvy Asia and CEO of Greater China, about the role of AI in the advertising business in China. With an impressive 28-year career at Ogilvy, Chris has been instrumental in the successful rise of advertising in China. Ogilvy China is one of the country's largest and most respected agencies, and it was awarded Integrated Marketing Agency of the Year by Campaign Asia in 2022. So, what does Chris have to say about the future of AI in branding in China? 1.  Are we at another crossroads with the rise of AI? How will AI impact the business of advertising in China? Are agencies still relevant?2.  Will AI fully automate the advertising process?  What will be the human role in the creative process?3.  Once far ahead, is China behind the AI curve now?4.  The agency's role has fundamentally not changed, despite the mediums and tools that have changed.5.   Where will China evolve post-Covid, and how has this changed the country's optimism?6.  Where does work/life balance fit into post-Covid agency culture?7.   Is an agency a place for a new recruit, or should they join the brand side?8.  How does Ogilvy balance experts and integration under a single office network?9.  Good growth is just around the corner for both agencies and brands in China10.  Local clients vs. global client needs are different - it's the local clients that want brand building11. What are the biggest challenges for Chinese brands going global?12.  What's the importance of technology for agency services in China?  13.  What's your favorite David Ogilvy quote?14.  Hey, are you still in China? Is China a regional hub?15.  A/B Test:  Creatvity, Shanghai, MidJourney & KFCChris Reitermann on LinkedIn: https://www.linkedin.com/in/chrisreitermann/About Ogilvy China:  https://www.ogilvy.com/cn/eng#workOgilvy China on LinkedIn:  https://www.linkedin.com/company/ogilvychina/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/

Joanna Hutchins is the author of "Chinafy:  How China is Leading In Innovation and How the Rest of the World Can Catch Up," now available on Amazon & Kinokuniya.  In the book, Joanna explores 9 key catalysts that all businesses can effectively "Chinafy" their business.  Joanna has over 25 years of experience leading B2B and B2C businesses globally, with over 20 years of experience in China.  In addition to her many agency roles, Joanna spent over 9 years at Unilever, rising to a Global Brand Director, based in Shanghai.1.  What's the reason for the book, and why are you writing it now?2.  What's the cultural lens of the 9 catalysts, and are these innovations just a question of circumstances?3.  Are Western companies becoming too topical in their strategic planning?  Do we romanticize invention? 4.   Does the size of China makes conditions for small players to compete with big ones?  China remains the world's most competitive market5. What are Big S and Small S?  How can Western companies be more Small S?6.  How does China take advantage of Reverse Innovation, and why is it a big win for the masses?7.  China's Small S example: BYD: would America be ready for a $16,000 electric car?8. Should global brands embrace the catalysts if they do business in China?9.  Embracing China Innovation: KFC10. A/B:  Small S, Data, Year 2023, KFC, BYD & Unilever!Joanna Hutchins on LinkedIn: https://www.linkedin.com/in/joanna-hutchins-aa10772/Buy the book: https://www.amazon.sg/Chinafy-Joanna-Hutchins/dp/9815044508 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/

Can Tik Tok market to specific consumer occasions, encouraging trial and purchase?  Meet JJ Wang, Senior Business Leader at WPP agency VMLY&R, based in Shanghai. She's the recent author of an interesting whitepaper about occasion marketing, co-authored with Douyin/Tik Tok.  JJ has been in the industry for about 10 years and believes in building brand culture, even in digital times.  For Myers Briggs fans, JJ is an ESFJ.1.  What's Occasion Marketing, and how is it different from Mass Marketing?2. How does Occasion Marketing work in the digital space?3.  The evolution of China beverage products and the need for multiple occasion moments4. The Pick, Plan, and Lock Model Explained 5.  How many content posts are needed for Occasion Marketing6.  Could Occasion Marketing apply to other categories?7.  Is this more effective than paying an influencer to sell your product?8. Does this extend to other platforms besides Tik Tok?9. Any good insights from the white paper? Gamers love powdered beverages10.  How does impulsiveness work on a social media platform in China?11.  How does Occasion Marketing work for smaller-budget brands?12. Does creativity have a role in Occasion Marketing?  13. Is the ad business still a good place to start for young women?14. A/B Test:  Shanghai, Social, RED, InsightsJJ Wang on LinkedIn: https://www.linkedin.cn/in/jjwangweijiaVMLY&R: https://www.vmlyr.com/ 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/

Recreational camping used to be a niche in China, but now it's become a bit of a rage. The China outdoor market reached $60 billion in 2018 and is expected to hit $100 billion by 2025. By all estimates, around 100 million Chinese go camping every year, which is a small number relevant to the population, but that's a higher number than the 40 million Americans who go camping! What's causing the sudden rise in interest in camping?To discuss this, we have industry veteran Matthew Jung, General Manager Greater China for the German outdoor brand Jack Wolfskin.  Mathew, or as his friends call him, MJ, has been in Asia for close to 25 years, first starting in the hotel industry at Starwood in Hong Kong, before he moved to Taiwan with Nike where he was Marketing Director.  He then moved to Shanghai in 2010 with Nike and later moved to the Converse brand in 2018, where he was VP and General Manager. MJ later joined Jack Wolfskin in January 2022.1.  MJ's journey to Asia through basketball and a one-way ticket2.  How long have you stayed relevant and what makes you stay in China?3.  How did you make the Converse brand successful in China?4.  Converse: a pioneer in inclusion with ShanghaiPride5.  What's made camping a thing in China, and where is Wolfskin fit in?6.  What's Wolfskin's plan?  7.  What does outdoor mean for Chinese consumers?8.  Will there be any product innovation specifically for China in the outdoor category?9.  Do foreign brands still have an opportunity in this category or will they lose to the local competitors?10. Any recommendations to get a cool career path like MJ's?  One word: sacrifice11.  A/B Test:  Basketball, Victoria Harbor & Chicago Deep DishMJ on Linkedin:  https://www.linkedin.com/in/mjfor3/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/

Welcome to Season 2!Today we are talking about creativity in the marketing and advertising industry, and we’re honored to have one of China’s most award-winning Creative Directors, Andrew Lok, on today’s show.  He started his career in Singapore as a journalist for UPI, but decided it was more fun to create news than report it, so he joined the advertising industry.  After stints raising the creative rankings of Ogilvy China, based in Guangzhou and Beijing, he moved to Shanghai, where he served as Executive Creative Director for BBDO.  In 2012, he founded Civilization, based in Shanghai, now one of China’s top independent agencies.  Andrew is among the most awarded Creatives in China and speaks Mandarin, English, and German.  1.  What's with the name, "Loksmith?"2.  What's the most compelling work that you've ever done?  The story of Visa & Pepsi's most famous ads3.  Should young Creatives consider China as a market to flourish? It takes a lot of luck4.  Andrew's beginnings started with telling stories5.  Is VR helping or harming creative stories, or is it telling too much?6.  How music has changed my perspective on storytelling7.  Has social media created greater intimacy for brand storytelling?: Andrew's story of fandom gone crazy8.  Has the style of China advertising evolved and changed as people have changed? 9.  Can emotional ads survive the power of KOLs?10. Origins of Civilization and surviving in China11.  A poem from "I am a Tourist" - about family12.  A/B Test: About Andrew Lok:Andrew on LinkedIn:  https://www.linkedin.com/in/andrew-lok-b45b413b/Andrew's book of poetry, "I am a Tourist":  https://www.amazon.com/I-am-tourist-Andrew-Lok/dp/1466343877/ref=sr_1_1?crid=30UMH74JKID67&keywords=Andrew+Lok&qid=1674567881&sprefix=andrew+lok%2Caps%2C81&sr=8-1Andrew's song, "Whatever": https://open.spotify.com/track/1oL4LalnvFNC7kNiVMeHJN?si=889953d9d9564893About Civilization:  http://www.civilization.link/en/Pepsi's "Bring Happiness Home":  https://www.youtube.com/watch?v=WQ_B-Nh5bHkFor everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanCampaign Asia:  https://www.campaignasia.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/

Meet Annie Su:  she's a full-time marketing executive and part-time foodie.  Originally from Taiwan, most of her career has been in advertising agencies before recently joining the client side.  She spent the prime of her career with Ogilvy, first in Taipei, then Beijing, and finally, Shanghai.   Annie is also the author of 2 books, 1.  日尝时光：下班陪你进厨房  2. 当冰箱：只剩下乌鱼子, books about food, stories, culture, and the human experience.  You learn why Annie has had a successful career in the fine art of listening to others.1.  Food & advertising: how are they connected2.  Cooking food & telling stories:  about Annie's first book3.  Traveling, Conversations & Stories:  about Annies 2nd book4.  A future in advertising?  Annie's advice for her younger self:  Forever Young5.  Join the client or agency after university?:  Annie's answer will surprise youAnnie's book on food & friendship:   当冰箱：只剩下乌鱼子Taiwan Only:  https://www.eslite.com/product/1001110932843108Annie's (蘇宇鈴) book on food, travel & conversations:  日尝时光 (日嚐時光)China:  https://item.jd.com/10026526933108.htmlTaiwan:  https://www.eslite.com/product/1001287122410609About Annie :  https://www.linkedin.com/in/annie-su-758a281b/For everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanCampaign Asia:  https://www.campaignasia.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/

Encore Performance:  (Recorded, Feb 8, 2022) - Our #1 most downloaded episode from Season 1! What's the future of influencer marketing in China?  To insights expert Julien Lapka, successful brands focus on influencer groups rather than KOL powerhouses such as Austin Li.  It comes down to uncovering unique insights not often found in databases.  Julien is the founder of Inner Chapter, an agency that turns insights into commercial IP.  Julien is also co-owner of Revolving Door, a speakeasy behind a small coffee shop located near XinTianDi in Shanghai.  1.  Why open a speakeasy, and what's behind the name Revolving Door?2.  How e-commerce has dramatically how you uncover insights3.  Trends in Shanghai should not represent China trends.4.  The 2 Chinas:  Those who work hard to survive & the others who can afford to "lie flat."5.  The rise and popularity of Dystopia6.  Insights Mining in 2022:  Home Visits Still Work the Best7.  Home Visit Insight War Stories:  Turning Tea Leaves into Skin Rejuvenation Post-Surgery Product8.  Data Looks at Past-Behavior - It doesn't predict the future9.  Do Chinese brands have the upper hand? In which categories?10.  Julien's favorite innovative Chinese brand:  HeyTea11.   Building brands that will last needs more than KOLs but influencer groups12.  Connecting "spicyness" to behavioral psychographics - spicy as a stress reliever Julien's Links:1.  Julien on LinkedIn:  https://www.linkedin.com/in/julienlapka/2.  Inner Chapter Website:  http://innerchapter.co/3.  The Revolving Door:  https://www.thatsmags.com/shanghai/directory/1799099/revolving-doorFor everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanCampaign Asia:  https://www.campaignasia.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/