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

Shanghai's Lockdown will enter its 5th week starting next week.  How are brands in China reacting now or should they react at all?  And more importantly, how will the lockdown impact the market in the long term and how should brands prepare for the future?  Is this a great moment in advertising to connect with the masses?Please welcome McCann Health China's Chief Strategy Officer, Henry Shen, and Ogilvy Shanghai's Strategy Director, Arjun Paul Vendanayagam, to discuss this with Ali and Bryce.  1.   Living the life of a strategic planner under Shanghai lockdown2.   Two sides of the coin:  The Lockdown has actually brought neighbors closer together.  People are starting to lose it3.   Short Term: Brands are being more cautious because they don't want to over-promise.  4.  JD.com steps up and tries to deliver truckloads by the day5.  Long Term:  Expect 2 Extremes:  Carp Diem v. Stock For a Rainy Day:  How to achieve the balance6.  Potential territories:  Mental Wellness, Real-World Experiences, Comradeship, Live With What You Have7.  Can mental health be a potential brand territory?8.  Don't Waste This Crisis!  Yes, it's possible here.9. Anything you wish you knew as an advertiser?10.  Our 3 Key Lockdown Survival Tips:  Yes, one is don't look at your phone so much!11.  A/B Test:  Coke, Prison Break, Playstation, and lots of cabbages!Henry Shen on LinkedIn:  https://www.linkedin.com/in/shenhan/Arjun Paul Vendanayagam on LinkedIn:  https://www.linkedin.com/in/arjun-vedanayagam-16454918/For everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanShanghaiZhan 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/

1.  Business impact:  how will the lockdown affect business and how does it compare to 2020?2.   Impact of the Supply Chain:  it's about the trucks, not the ships3.  Covid and China Decoupling:  Will companies now leave China?4.  Covid & Human Capital:  Will this be the line in the sand for China's foreign business community?5.  When will the lockdown end?  What has to happen?6.  Food logistics:  how are people getting fed?  Any strange vegetables?7. A/B Test:  Bezos & the Seattle Space NeedleCameron Johnson On Linkedin: https://www.linkedin.com/in/cameronjohnsonshanghai/For everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanShanghaiZhan 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/

1.  Shanghai under lockdown overview:  From "Zero Covid" to "Dynamic Zero"2.   Living Under Covid:  Shanghai vs. the Suburbs3.   Shanghai's Older Population Under Threat4.  Switching Gears Given the Logistical Nightmare5.  From High Tech Health Apps to Decorative Phone Stickers6.  Hard Tactics vs. Self-Management:  Which works better?7.  Shanghai's Emotional Weather Report:  Locals & Foreigners8.  Painting into a corner with never dry paint: keeping the economy going9.  What's next?  Can we hold out for another lockdown level?10.  Communication under Covid:  by neighborhood via WeChat11. China's lack of healthcare infrastructure for a pandemic12.  A/B Test With Andrew:  It's Lu Xun and Coach KProfessor Andrew Field books:https://www.amazon.com/Andrew-David-Field/e/B003Y7A3T4?ref_=dbs_p_pbk_r00_abau_000000Andrew Field's Blog:  https://shanghaisojourns.net/More about Richard Brubaker:Website: http://www.richbrubaker.comFacebook: https://www.facebook.com/rich.brubakerLinkedIn Page: https://www.linkedin.com/in/richbrubakerInstagram: https://instagram.com/richbrubakerTwitter: http://www.twitter.com/richbrubakerFor 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.  Meet Annie: Taipei to Beijing to Shanghai2. How has the advertising business transformed since 2007?3.  Annie's 3 big ad agency accomplishments:  A Taiwanese female introvert in a man's world4.  Food & advertising: how are they connected5.  Cooking food & telling stories:  about Annie's first book6.  Traveling, Conversations & Stories:  about Annies 2nd book7.  A future in advertising?  Annie's advice for her younger self:  Forever Young8.  Join the client or agency after university?:  Annie's answer will surprise you9.  The A/B Test:  Always the best part of the showAnnie'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/

Meet Genesis Motor China's CEO Markus Henne as he describes his experience of building a luxury auto brand in China from the ground up.  Markus joined Genesis Motor in 2019 from a distinguished career at Mercedes-Benz, and it has only been since October of 2021 that they have begun to distribute cars.  How to build a luxury brand amongst all the competition?  How to keep customers interested for 6 months after they have put down their deposits? Today's episode is sponsored by our friends of Campaign Asia.1.  How did you end up in China and what are you driving these days?2.  What's different about a Genesis, and what's it like working in the car industry these days?  The advantage of a blank canvas3.  Hiring people outside of the industry is key to the Genesis Experience.4.  Advantage Direct-To Consumer model, especially in China5.  What aspects of the Genesis Experience can be exported from China?6.  Big brands want to go to Direct-To-Consumer but they are bound by tradition7.  How do you keep Chinese customers active before they can get their car?8.  NEV/EV - is there a difference in customer experience from regular petrol cars?9.  EV & Petrol:  appeal to different consumer groups10. Expect the big auto players to come back against the new NEV players, but it will take time11.  How do you define Genesis luxury? What is "Athletic Elegance"?12.  How do you define luxury in the after-sales world?13.  Any big differences working for a Korean company vs. a German?14.  Hong Xiao Rou or Schnitzel:  It's Schnitzel!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/

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.  Today's episode is sponsored by our friends of Campaign Asia.1.  Why open a speakeasy and what's behind the name, Revolving Door?2.  How did you get into the insights business and why set up your own shop?3.  How e-commerce has dramatically how you uncover insights4.  Trends in Shanghai should not represent China trends.5.  The 2 Chinas:  Those who work hard to survive & the others who can afford to "lie flat"6.  The rise and popularity of Dystopia 7.  Insights Mining in 2022:  Home Visits Still Work the Best8.  Home Visit Insight War Stories:  Turning Tea Leaves into Skin Rejuvenation Post-Surgery Product9.  Data Looks at Past-Behavior - It doesn't predict the future10.  First Installment of Taobao Silk Market:  The Squid Wins!11.  Do Chinese brands have the upper hand? In which categories?12.  Julien's favorite innovative Chinese brand:  HeyTea13.   Building brands that will last needs more than KOLs but influencer groups14.  Connecting "spicyness" to behavioral psychographics - spicy as a stress reliever  15.  A/B Test:  Knedlíky or Jiaozi:  the answer will surprise you!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-doorLinks to the Taobao Silk Road Products:1.  Illuminated Fingernails:  https://m.tb.cn/h.fPSs7lK?tk=N6q22WRG8UQ2.  Magic Touch Covid Button Pen:  https://m.tb.cn/h.flTPlza?tk=hQyx2WRGgmI3.  The Rat Floormat:  https://m.tb.cn/h.flTltGb?tk=caPI2WRuO634.  Giant Grilled Squid Pillow: https://m.tb.cn/h.fOS3TVZ?tk=v2jq2WRFHI5For 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 China's most famous and insightful sports insider, Mark Dreyer, who's a regular commentator on the Chinese sports industry.  Now that the Winter Olympics is just around the corner, we felt it was time to get Mark's opinion on sponsorships, the events, and what it's like in Beijing these days.  Mark writes weekly columns for SupChina & SportsBusiness & is co-host of his own show, the China Sports Insider Podcast.  Mark has also released his first book "Sporting Superpower: An Insider's View on China's Quest to Be the Best".1.  Mark's experience in Beijing 20082.  I would love to see China win the World Cup 3.  Can China win at team sports?4.  Winter Olympics:  A covid games like no other5.  Will the Winter Olympics Encourage more winter sports?6.  Mark's bold predictions for the Winter Olympics:  expect a breakthrough in sliding sports7.  Sport sponsorships are bleak (unless you're a local Chinese brand)8.  Eileen Gu will potentially be the face of the Winter Olympics9.  Impact of social media and sports players:  CCTV has become a dinosaur10.  Will we be seeing NFT tokenized moments at the Olympics?11.  What will be the next big thing for sports sponsorships in China (It's not good news)12. What about watching sports abroad? One bad tweet and you might be blacklisted13. Sports amongst the middle class has grown significantly, but it can't get in the way of school14.  Yao Ming or Li Na?  It's Li Na!Mark Dreyer Links:1.  Buy Mark's Book:  "Sporting Superpower":  https://www.amazon.com/dp/B09QC64Y9B/2.  China Sports Insider Podcast:  https://chinasportsinsider.com/category/podcast/3.  Twitter:  @DreyerChina4.  Mark on LinkedIn:  https://www.linkedin.com/in/mark-dreyer-945747/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/

Here's part 2 of our fantastic interview with Wavemaker's APAC CEO, Gordon Domlija.   In this episode, Gordon discusses the challenges of managing a regional agency during Covid, and how his focus has been on creating a corporate culture in some markets that may have not seen each other for the past 2 years.  Gordon also discusses the need for structural organization in his agency to meet the changing needs of his customers.  You can also get Gordon's take on the Prada Wet Market - his agency did the work!1.  Hiring & retaining people & how Covid-19 has affected agencies in Asia2.  How does the industry keep the best people (it has lost the plot)?3.  Build your agency culture around fun4.  Structural re-organization is the big theme for 2022.5.  With massive discounts in China e-commerce, aren't we all racing to the bottom?6.  Gordon's take on the Prada Wet Market installation - brands just wanna have fun7.  Is China still a good market for foreign brands?Welcome to Shanghai Zhan, aka. Shanghai Station.  The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for marketing in China.  Bryce & Ali are well connected to China for over 20 years and still work in the industry in Shanghai.  They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent. For everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanCampaign Asia:  https://www.campaignasia.com/Music:  “Bad Cough Syrup 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/Gordon on Linkedin:  https://www.linkedin.com/in/gordon-domlija-5363692/

What’s in store for the industry in 2022?  During the first half of our two-part series, we speak to Gordon Domlija from WPP media agency, Wavemaker, about what brands in China need to do to stay relevant, and why client in-housing agency work isn’t necessarily that easy of a task.  Gordon also reflects on his career, why he came to China and the first place, and, despite being the Asia-Pacific leader, chooses to remain in China, despite Covid restrictions.  This episode is sponsored by our good friends at Campaign-Asia.1.  Gordon’s path to the ad business:  it started in a nightclub and ended up at the Howard Johnson’s2.  Why Gordon Stays in China as regional CEO3.  China + Asia:  There’s still a gap (and China is ahead)4.  How Gordon does his job without being a regional seagull5.  Working with platforms in the region is about collaboration because you can’t do everything well6.  What are clients’ expectations for 2022?7.  Is China too performance-driven?8.  Marketing predictions:  Are brands now asking brands to drive private audiences or 1P?9.  What’s the advantage of agencies in the world of corporate in-housing?  Welcome to Shanghai Zhan, aka. Shanghai Station.  The only station in Shanghai’s world-famous metro that only exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for marketing in China.  Bryce & Ali are well connected to China for over 20 years and still work in the industry in Shanghai.  They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.  For everything ShanghaiZhan:  http://zhanstation.com/Donate & become a ShanghaiZhan Patron:  https://www.patreon.com/shanghaizhanCampaign Asia:  https://www.campaignasia.com/Music:  “Bad Cough Syrup 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/Gordon on Linkedin:  https://www.linkedin.com/in/gordon-domlija-5363692/

ShanghaiZhan podcast host, Bryce Whitwam, expounds on the sophisticated Chinese consumer and innovations in the Chinese marketplace on "The Reorient! Podcast", interviewed by Jesse Freidlander on September 1, 2021.1.  Bryce's life story:  from South Dakota to Shanghai2.  China's marketing evolution, starting 20103.  The early days of China advertising:  expanded distribution makes any ad campaign look successful4.  2015:  The marketing transformation of China begins with the growth of social media & e-commerce5.  Global vs. China market: what are the key differences? - Think 14 different engagement channels to buy a printer!6 .  The world of China's influencers:  5 different layers serving different purposes7.  Building brand equity in China is all about enhancing customer experience8.  Global vs. local brands: what local brands can do better9. The pet food category in China takes a lot from female beauty trends10. Why the Chinese consumer is so sophisticated & demanding for choice, and they've become addicted to the whole experience11.  Chinese  psychographics:  why China isn't as homogenous as you think12. China GenZ:  still rebellious and individualistic, but within a framework13.  China shares American archetypes:  work hard & you can be successful, too!14.  Lower tier & upper tier differences are becoming less obvious, thanks to e-commerce15.  GenZ: Western vs. China:  what are the similarities and differences?16. Do Japan and Korea still have an influence on China's GenZ?17.  How will the China market evolve in the world of Covid?  Some China brands get it.The Reorient Podcast:  https://www.reorientpodcast.com/. A Podcast about International Issues & Leaders from an Asian PerspectiveBryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/