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

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/

Welcome to the world of Clienteling: it's a world where the brand manages the client relationship. It's an online/offline integration ecosystem that is alive in China, but the West has no equivalent. In the clienteling world, retail sales become online sales associates, and brands promote their products directly to the customer database, all possible thanks to WeChat.  Aurelien Rigart, managing director and co-founder of Shanghai-based digital transformation consultancy IT Consultis (ITC), takes us on this journey. When will Clienteling come to the rest of the world?Listen and discover!1.  What are the biggest challenges for foreign brands embracing digital transformation in China?2.  Is there an equivalent to the Chinese ecosystem in the West?  Will WhatsApp catch up?3.  Is Clienteling only for luxury and high-end brands? Will it work for FMCG?4. How do you calculate ROI in Clienteling? Answer: It depends5.  Are there more luxury buyers, or have luxury brands kept their loyal followers?6.  Who owns the data in a Clienteling relationship?7.  Is there a separate Clienteling app for store personnel, or do they all connect through WeCom?8. How do the stores get involved, and what's the social media connection?9. Is Xiaohongshu more for awareness and WeChat more for the bottom funnel?10.  I don't have much money; where do I start?11. Why are brands still behind in digital transformation? It's China!12. Should the CRM manager run the sales department?13. A/B Test: Ye all the way! (sorry, Taylor)Aurelien on LinkedIn:  https://www.linkedin.com/in/aurelienrigart/About IT Consultis:  https://it-consultis.com/Clienteling White Paper: https://it-consultis.com/blog/empowering-digital-transformation-for-elevated-clienteling-in-china/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 opportunities exist for Chinese brands post-Olympics?  In this world of micro-targeting and community building, smaller brands can take advantage of sponsoring Chinese athletes who may not be as expensive as sports celebrities like Eileen Gu. Did the Paris Olympics help break China's overseas travel slump?  Ali and Bryce take a China marketing take on the recent Paris games.1. Opening Ceremony: Was it successful for a social media audience?2. Will the Paris Olympics encourage more Chinese to travel abroad?3.  Ali talks about Yili Milk and his POV on their alternative sponsorship strategy4.  Social media advertising Olympics vs. CCTV 5 advertisements5. Sponsoring Olympics vs. Sponsoring Athletes - another win for Nike6. Can micro-targeting and niche' marketing take advantage of lesser Olympic stars?7.  How long can China Olympics winners maintain brand power potential?8. Chinese brands using international sports stars: global expansion or Chinese association?Ali's article in Campaign Asia: https://www.campaignasia.com/article/brand-health-check-will-yilis-meme-marketing-continue-to-succeed-post-olympics/497815For 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/

In 2023, over 1 million Chinese students went abroad to study, and this number is increasing as the job market sours back home. Today, we speak with Sydney-based Jimmy Lim, co-founder and Managing Director of AIG Education Group, about the Chinese overseas education phenomenon and why it shows no signs of slowing down. AI will come into play in the application process as Australian universities are now flooded with applications.  1. Why is Australia still popular for Chinese students studying abroad?2. Who is applying? What are the roles of the international schools in China?  3. How do you get into a competitive program in Australia?4. Are they coming from the Chinese Gaokao or the "international track school"?5.  How important is a "ranked university" in China?6. Why is Australia restricting the number of international students?7.  is international education important in China, given increased competition?8. How is AI going to improve the education recruitment process?9. How will new AI tools change how Chinese students prepare for university?10. Why do Chinese parents still use consultants to help their children get into university?11. How can international schools in China do better to prepare students?12.  What are the biggest educational AI innovations coming out of China?Jimmy on LinkedIn: https://www.linkedin.com/in/jimmylimaig/About AIG Education:  https://www.aigeducation.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/

What's the new evolution of Chinese e-commerce, and why will it impact how Westerners shop?Ali and Bryce discuss China's new livestream e-commerce transformation. It has evolved from the days of the big livestreamers to hundreds of thousands of mini-livestreamers competing for attention with only several hundred viewers. This evolution is happening on Douyin, TikTok China's cousin, which has used its sophisticated algorithm to serve just-in-time content that intuitively knows what you might just want to buy.1. Overview of Bryce's recent trip back to Shanghai2. Who did Bryce interview for his live stream study? What were some of the key findings?3. What channels do they use to engage live stream commerce? 4. Why are people gravitating towards Xiaonhongshu and Douyin?5. The growth of mini-livestream influencers (and the decline of the big players)6.  How do mini-influencers disrupt the mass influencer model in China?7. The importance and definition of authenticity in live streams have changed.8. What do people buy on Douyin, and what's the role of brands in this space?9.  How do brands make money on Douyin/TikTok these days?10.  Will Livestream 2.0 Commerce impact the West?11. What will happen when we have AI influencers?  Will this impact China's live stream experience?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/

Have you ever considered working for a local Chinese company? We thought we would ask 20-plus-year PR expert, ultra-marathon runner, and ethnic musicologist Harriet Gaywood, who previously worked at Chinese firm Blue Focus and recently was the VP of Public Relations at Huawei. How is it different from working at a foreign firm? What are the challenges? Is this a viable career option for new recruits?1. What's your elevator pitch?2. What's the state of the Chinese PR industry?  Is there room for advertising and PR agencies in today's social media world?3. What was it like working for a local PR agency? Is there big differences?4. How is public relations different from advertising? Is there space for both PR and advertising agencies to exist?5.  How did Blue Focus pivot so quickly into social media?  How has its transformation been different from foreign firms?6. What are the advantages that international agencies have over a local agency?7.  Are language skills important?  What does it take to work at a local firm?8.  How can foreign agencies work better with global and local Chinese companies?  9.  Do you see the role of foreigners changing within local companies?10. A/B Test: Strategy, Partnership & 2028 (the future!)Harriet Gaywood On LinkedIn:  https://www.linkedin.com/in/harriet-gaywood/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/

Episode 60!  Yeah!  To talk to beauty consumers on social media, beauty brands have to be adept at Chinese social media beauty slang. What's the difference between the #Boiled Water Look (白开水妆容) and #Rich Daughter Makeup (富家千金妆) )?  Elisa Harca, Co-Founder and Asia CEO of Red Ant, and Ching Xie, Client Partner at Red Ant Asia, join us in unpacking the important lingo.  Red Ant is an award-winning agency that specializes in fashion and beauty, working with some of the world's coolest brands, including LUSH, tarte, CREED, and Amika, to name a few.1.  What's the deal with Red Ant?  How did you get into myrmecology?2.  Tell us more about Chinese internet beauty slang. Are these slang terms important for connecting with Chinese consumers?3.  Where did these terms originate from?  Can they be artificially created by celebrities and influencers?4.  Give us some examples of how brands may use beauty slang in their social media campaigns.5.  Can my looks have different slang references, or am I tied to one of them?6.  You deal with a lot of niche beauty brands? What's the secret to launching a beauty brand in China these days?7.  Which beauty categories provide the greatest opportunity for growth?8. Beauty in China is still dominated by the big global players but the local brands are catching up.  Which local brands do you see as truly stand out?  What are they doing that impresses you?9. A/B Test:  Red Book or TikTok, Brands or Products, Speed or Strength?About Red Ant:  https://asia.redant.com/Red Ant on LinkedIn:  https://www.linkedin.com/company/red-ant-asia/Elisa Harca on LinkedIn:  https://www.linkedin.com/in/elisaharca/Ching Xie on LinkedIn:  https://www.linkedin.com/in/chingxie/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/