エピソード

  • After 20 Years of China Advertising: Is There a Bright Future?

    After 20 Years of China Advertising: Is There a Bright Future?
    2021/11/05
    Welcome to Shanghai Zhan, aka. Shanghai Station. The only station in Shanghai’s world-famous metro that exists as a podcast. Listen to Bryce Whitwam and Ali Zein Kazmi debate with guests on their experiences and aspirations for China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. Both fluent Mandarin speakers, Bryce writes the language while and Ali gets away with using his thick Beijing accent. 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 China 2) 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 Instagram 6) 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! Next up, an analysis of Double 11 featuring one of China’s most prolific alcohol salesman. Stay tuned.
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    31 分
  • Pernod Ricard's Pierre Delfosse on 11/11: the Day After the Dust Settled

    Pernod Ricard's Pierre Delfosse on 11/11: the Day After the Dust Settled
    2021/11/17
    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. Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac 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 China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
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    32 分
  • China: Luxury's 2021 Comeback Story feat. Artefact's Mike Zhu & Serena Shen

    China: Luxury's 2021 Comeback Story feat. Artefact's Mike Zhu & Serena Shen
    2021/12/02
    When the pandemic hit, the luxury business was doomed, or was it? China was not only Luxury's comeback kid, but it also helped redefine the category for the post-pandemic world. How can you define luxury through a complete mobile experience? In this episode, we have modern luxury experts Artefact's Mike Zhu & Serena Shen talk about how China made it happen, and what are the lessons for the world. In this episode we cover: 1. What makes luxury tick? 2. Controlling supply & creating desire 3. Empty malls and the metaverse 4. Day day up up luxury 5. Personal service on live broadcast 6. Luxury, made in China 7. Late to the party, but running fast 8. Shopping at the Prada wet market Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac 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 China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent.
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    30 分
  • Talking Trash on China: The Sustainability Race With Richard Brubaker

    Talking Trash on China: The Sustainability Race With Richard Brubaker
    2021/12/16
    China is one of the fastest-growing economies and faces serious sustainability challenges. Like the hosts, today’s guest completes 20 years in China, all of it helping China and the rest of Asia with real issues on waste, waste management, and social responsibility. Richard Brubaker is Founder & Managing Director at Collective Responsibility and Executive Volunteer at HandsOn China. He draws comparison to the US and has lessons to offer on what they can do better. 1. Picking sustainability because of a mega Sichuan earthquake. 2. Exporting sustainability to the rest of the world. 3. Look out the window, you don’t need to look too far. 4. Takes time for companies to get out to do stuff. 5. Serving the community with HandsOn, the easy one to talk to. 6. ESG, EHS, sustainability is a lot more than trash talk. 7. Marketing & brand management blamed getting a bad rep. 8. Do good, get good talk, be like Starbucks, do little things well, every day. 9. “Efficient sustainability” ready for export from China 10. No one consumer in China map them against a problem to help solve 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 China. Bryce and Ali are connected to China for over 20 years and are still in Shanghai working in the industry. They are both fluent Mandarin speakers, with Bryce reading and writing, while Ali gets away with using his thick Beijing accent. More about Richard Brubaker: Website: http://www.richbrubaker.com Facebook: https://www.facebook.com/rich.brubaker LinkedIn Page: https://www.linkedin.com/in/richbrubaker Instagram: https://instagram.com/richbrubaker Twitter: http://www.twitter.com/richbrubaker Music: "Bad Cough Syrup" by Bryce Whitwam: https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
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    44 分
  • Shiseido’s Carol Zhou on C-Beauty & Big China Beauty Trends for 2022

    Shiseido’s Carol Zhou on C-Beauty & Big China Beauty Trends for 2022
    2021/12/28
    China’s Beauty market is #2 behind the US at US$71 billion (Euromonitor 2020), and it’s expected to be the world’s biggest in 3 years. Chinese women today are notably confident and embrace their own identity and style. Popularly, we call this "C-Beauty" as it competes with the more identifiable ‘J’ & ‘K-Beauty’. ShanghaiZhan welcomes Carol Zhou, Sr. Vice President for Innovation & Investments at Shiseido China to talk to us more about defining Chinese beauty and the big trends for the upcoming year. In this episode we talk about: 1. Our newfound stardom as KOLs by hitting over 8000 downloads 2. Carol’s 2022 beauty resolutions 3. Carol’s journey to becoming a beauty expert and having the best job in the business 4. The rise of C-Beauty, beauty diversity & what Chinese women want? 6. Global brands balancing act in China: the girl with freckles are to be celebrated 7. The “clean beauty” trend in China: What it is and what it is not 8. “Adjacent spaces”: Shiseido’s innovation growth plans 9. “Medical beauty” & why is it growing so quickly? 10. Global vs. local beauty brands: who is leading where and why? 11. Offline or online? What’s the future of beauty offline as online continues to grow? 12. Are brand stories still important for C-Beauty or is the market still highly imitative? 13. How has Covid affected the China beauty industry? 14. Beautiful men 15. C-beauty in the metaverse. Believe it or not, there’s an App for that! (and yes, metaverse made it into the conversation) 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.
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    36 分
  • BONUS EPISODE: Bryce Whitwam: Why China Has Leapfrogged the World in Digital Marketing

    BONUS EPISODE: Bryce Whitwam: Why China Has Leapfrogged the World in Digital Marketing
    2022/01/02
    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. "The Reorient! Podcast" is available on Apple Podcasts. 1. Bryce's life story: from South Dakota to Shanghai 2. China's marketing evolution, starting 2010 3. The early days of China advertising: expanded distribution makes any ad campaign look successful 4. 2015: The marketing transformation of China begins with the growth of social media & e-commerce 5. 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 purposes 7. Building brand equity in China is all about enhancing customer experience 8. Global vs. local brands: what local brands can do better 9. The pet food category in China takes a lot from female beauty trends 10. Why the Chinese consumer is so sophisticated & demanding for choice, and they've become addicted to the whole experience 11. Chinese psychographics: why China isn't as homogenous as you think 12. China GenZ: still rebellious and individualistic, but within a framework 13. China shares American archetypes: work hard & you can be successful, too! 14. Lower tier & upper tier differences are becoming less obvious, thanks to e-commerce 15. 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.
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    1 時間 6 分
  • Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 1

    Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 1
    2022/01/13
    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 co-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’s 2. Why Gordon Stays in China as regional CEO 3. China + Asia: There’s still a gap (and China is ahead) 4. How Gordon does his job without being a regional seagull 5. Working with platforms in the region is about collaboration because you can’t do everything well 6. 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/
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    37 分
  • Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 2

    Wavemaker APAC CEO’s Gordon Domlija: Bold Predictions for 2022: PART 2
    2022/01/19
    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 Asia 2. How does the industry keep the best people (it has lost the plot)? 3. Build your agency culture around fun 4. 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 fun 7. 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.
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    30 分