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

This episode is for those who are thinking of leaving China, maybe now or in the future.In this episode, we're joined by 2 "experts of experience" who left China to return home and can share their experiences about adjusting, why they left and what they really miss.  For many, especially the expatriate population, the Shanghai lockdown has become a time to re-evaluate future priorities as foreign companies consider reducing both staff and investments in the country.  Meet Milo Chao who is currently the Chief Strategy Officer for ad agency, DDB Chicago.  Milo was formally CSO for DDB China and later, TBWA.  Milo returned to the US in 2019.   We're also joined by Ker Gibbs, who is currently an Executive in Residence at the University of San Francisco.  Ker is best known as the past President of the American Chamber of Commerce Shanghai from 2019 to 2021 but has been in China for most of his career.  He returned to the US in the early part of the year.1.  Why did you come to China, why did you stay so long and why did you leave?2.  When is the right time to leave?  Has Shanghai lost its mojo?3.  Will Shanghai change past the lockdown?  Will expats leave or eventually come back?  Is this the fall off the cliff moment?4.  The evolution of Shanghai:  now we're in a more developed stage & the role of foreigners has changed.  5.  Foreign companies vs. Foreigners:  How will China adjust post-Covid?6. Returning Home:  How do you prepare for repatriation?  What are the transferrable skills?7.  If you can make it in China, you can make it anywhere...China is still an important market8. Expect 2 years to get acclimated to your home culture leaving China9.  Keep your networking prospects and start right now before you leave...10.  The post-China job market realities:  a.  WFH is the new normal. b.  Growth of the Gig Economy. c.  Big global labor shortage11. Are there still opportunities in China?  Yes, but be prepared!12.  A/B Test:  Ding Tai Feng, Cui Jian, Baguettes, and the Shangri-La!Milo Chao On LinkedIn:  https://www.linkedin.com/in/milochao/Ker Gibbs on LinkedIn:  https://www.linkedin.com/in/kergibbs/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/

We've seen a lot of change in the Chinese media landscape over the past 20 years, so what about the next 20?  Where is it going, and is there a future for media agencies given all the sophisticated technology, in-housing and big platform plays that control the data?We're joined by Doug Pearce, the former Chairman, and Group CEO at the Omnicom Media Group.  Doug left OMG in 2018 to form his own company, the Doohken Network.  We're also joined by Jun Yuan, who is the Founder and CEO of Cross-Border Digital Marketing Consulting firm, SparkX.1.  Doug and Jun’s beginnings in the China business and the transition of media2.  Jun’s SparkX:  providing both outbound China for Chinese brands and inbound China for others3.  Outbound China media is still within the Small-Medium Businesses4.  Inside/Outside Media Buying will split the media buying world into 2 camps5.   China is further developed in first-party data and evolving their CDPs, while the West is further along with Martech6.  How do influencers fit in within the programmatic and tech media ecosystems?7.  KOCs and the eventual monetization of consumers to sell products for brands8.  Can outbound China players build brands abroad is it all low-cost ROI-driven solutions?9.  China’s media ecosystem is more effective, lower-priced and highly targeted10.  What’s the future of the media agency?  A bullshit filter11. A/B Test:  INXS, Harleys, New York, & MelbourneJun Yuan on LinkedIn:  https://www.linkedin.com/in/jun-yuan-40964026/SparkX:  https://en.sparkxmarketing.com/Doug Pearce on LinkedIn:  https://www.linkedin.com/in/doug-pearce-0159562/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/

Do SaaS Marketing platforms have a future in China?   Yes, the platforms here are different, but there are also a lot of cultural reasons why SaaS hasn't taken off here.  According to McKinsey, China is still 10 years behind other markets in SaaS platform development. Why?  What needs to change?We spoke to our good friend, Alex Duncan, Co-Founder of social media SaaS platform, KAWO, who has lived in China for 15 years, where his passion for adventure, user experience, and technology has flourished.1.  What on Earth is Saas?  Why do marketers need it?  2.  Why did Alex come to China?  For the adventure, of course!3.  What is KAWO?  Why do China brands need it?4.  Is There a Connection Between Social Media Execution & Brand Planning?  It Depends on the Outcome You’re Looking For.5.  WeChat is Still a Great Place To Build Brands, But It’s Not Easy6.  Is Private Domain Traffic or Is It Just a FOMO Gimmick?7.  Media Efficiency or Media Planning Intelligence?  Sorry to say, it’s the definition of insanity8. Why has SaaS not been popular in China?  9.  The Huge SaaS Potential in China and China Needs it.10. Why Isn’t Adobe or Salesforce Big In China?  Is it a Cultural or the Unique Ecosystem?11.  What Do SaaS Platforms Need in China to Grow?11.  What Gets You Inspired and Why Did you Get Inspired to Run a SaaS company?12.  A/B Test:  Mathematics, Specialized and Bearded (of course!)Alex Duncan on LinkedIn:  https://www.linkedin.com/in/acjduncan/KAWO:  https://kawo.com/KAWO's Ultimate Guide to Social Media Marketing (A Must!): kawo.com/guideFor 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/

We're taking a much-needed break from Shanghai's recent Covid lockdown to talk about the globalization of C-Beauty.  What will it take for Chinese beauty brands to go global?  How important are influencer networks and what is the role of technology?  Will fast-fashion platform, Shein.com's use of AI predictive analytics be a beauty industry game-changer?We're joined by Lisa Shiqi Yu, Founder, and CEO of GENLAB Group, based in Shanghai.  GENLAB is a selective incubator supporting purpose-led entrepreneurs to complete their global vision.  We are also joined by Elijah Whaley, who is VP of Marketing for Gainfluence, a company specializing in influencers for NFT & crypto projects.1.  Lisa and GENLAB's mission: finding Chinese brands with purpose, sustainable platforms, willingness to go global, and a bit of fun in their DNA.2.  Introducing Zeya - Hard Soda with No Pressure3.  Beauty & Influencers: Is the China KOL model exportable?4.  Moving beyond the First Year Momentum That Most Chinese Brands Face5.  China's Supply Chain Product Mindset to Meaningful Brands:  What's Learned From Western Brands6.  Convincing a Chinese Brand Owner Wanting To Go Abroad to have a World View:  It's Tough7.  Brand Building Outside of China for Non-Beauty:  Leaning on Product8.  The Shein.com Story - From Fashion to Beauty?9.  Data Hub vs.  Philosophical Brand Hub:  who will win?10.  Perfect Diary:  Will They Be China's L'Oreal?11.  Should a Brand Embrace Private Traffic? 12.  A/B Test:  Baijiu, Rocky Mountain Oysters, Cucumber Soda & Kool-AidAbout Lisa Shiqi Yu:  https://www.lisashiqiyu.com/Elijah On LinkedIn:   https://www.linkedin.com/in/elijahwhaley/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/

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/