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

In this episode, we talk with Pierre Delfosse, E-commerce Director at Pernod Ricard China, on the world's largest shopping festival, Double 11, which climaxes on the 11th of November of every year.  We are still big in Japan. We are a lot bigger in Hong Kong (S.A.R.) and even bigger in the USA. In this episode we discuss:  1. What we shopped for Double 11 
2. How has the spirits business evolved over the past 7years 
3. What Chinese consumers drink, white, yellow, and brown. 
4. Jiu Jiu or September 9 is Spirits Day in China 
5. Imported spirits hold 1.5% of share of spirits (minuscule when you put into consideration how much Baijiu is drunk in China). 
6. Success offline leads to greater success online, especially on that day – building brand is massively important 
7. Double 11 is not an Alibaba thing alone, all platforms are Double 11 crazy 
8. Building owned traffic and reducing dependency on the platforms. 
9. Pierre enjoys Glenlivet and Cognac but sometimes cheats with a Blue Label. 
10. Don’t drink and drive. 
Join us next week for another exciting show as we are investigating the evolution of sport.

In their inaugural episode, “After 20 Years of China Advertising:  Is There A Bright Future?” Bryce and Ali discuss:1) Being in China for over 20 years in China2) Bryce visits a slimming center and is wrapped in plastic.3) Losing relevance even if you are out of China, even if for a few weeks?!4) Use and application of data in a PIPL led-world, operating in platforms, is super important, and trusting platforms in exchange for better service & utility.5) Bryce likes looking at pictures of guns on Instagram6) Clients pulling advertising in-house, at speed, more strategic, more quantified.7) Alibaba is still a buy!8) Consolidation versus creativity.9) Preconditioned for careers that are “measured”.10) Too hard to let go. Oh! the energy and the addiction of China!