Decoding Brand China Using Semiotics: Panos Dimitropoulos
How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands culturally connect in China. He spent over a decade in China, leading Kantar's cultural intelligence team, guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.
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Tapping into China's Wellness Revolution: Strategic Opportunities for Brands with Henry Shen
China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications?
To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience that includes business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and is based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist.
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The Rise of Female Automobile Power in China: Grey/AKQA's Janice Kok & Reiko Wu
Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions?
To help us unpack this, we’re joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.”
1. What's the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership?
2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report?
3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance?
4. How do you specifically communicate attributes to women in social media? What's the role of influencers?
5. Does domestic travel and China's discovery influence car purchase amongst women? What's the role of domestic well-being?
6. Are there some brands or particular models that are more female-oriented?
7. Foreign brands are taking a beating in China, can targeting specific groups improve sales?
8. How are Chinese consumers different from their counterparts in other parts of the world?
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China's Retail Revolution: How SHEIN, Temu, and TikTok are Reshaping Global Commerce - Ed Sander
4 out of the top 8 Apps on the US Apple Store come from China. Many are shopping platforms such as SHEIN, Temu and TikTok Shop. These platforms have strong algorithms, massive supply chain networks, and seemingly bottomless investment pockets. Is the West slowly becoming addicted to Chinese-style online shopping? We talked to Ed Sander, who is the co-founder of ChinaTalk, a Dutch service provider specializing in knowledge transfer about China. Ed also writes for the TechBuzz China substack.
1. You arrange business tours in China. Tell us about the upcoming Spring Exclusive Investor Electric Vehicle Trip. Is it too late to sign up?
2. Why has TikTok Shop struggled to get traction in the U.S. while it's been so wildly successful in SE Asia?
3. How can brands make TikTok Shop work in the U.S.? What's the magic formula? Will it come from live commerce?
4. Are some markets more influenced by cultural differences that help drive livestream shopping success? Or are Chinese just more open to new experiences? Do you think brands should engage in livestream shopping?
5. Do you think TikTok Shop makes adjustments on their platform to make shopping more palatable?
6. Is there still a place for brands or livestream commerce for cheap, impulsive products?
7. Why are you so bullish on the growth of Temu? How will they adjust for impending Trump tariffs?
8. How will Temu and SHEIN impact global markets in Europe?
9. Who has the best chance of success, SHEIN, Temu or TikTok Shop?
10. What is happening with Meituan's Keeta? How will it dominate in food delivery?
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Opening the Mailbox: Branding, Retail, Livestreaming, Media & More: Stephen Drummond
It's time to open our listener mail! We solicited questions on LinkedIn and WeChat and are ready to answer your questions about China marketing and advertising. We're joined with China's leading brand strategist consultant, Stephen Drummond. Steve is an industry legend who has worked for agencies and clients. He's now a freelance brand consultant, based in Shanghai:
1. Question: 1 : Are brands in China talking more about brand building these days?
2. Question 2: How do we keep our brand at the top of people's minds when most people ignore ads?
3. Question 3: Do eCommerce systems in China with immediate links from ads and offer purchases mean that Chinese marketers are performance-based and do not need long-term brand building?
4. Question 4: Would you say livestreaming is overhyped? Does it cheapen the brand?
5. Question 5: We're an electronics brand. Should we build a loyalty platform?
6. Question 6: What's the future of traditional retail in Shanghai? Will more stores close?
7. Question 7: Given today's economic climate, what types of brands or categories show growth in China?
About ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms
ShanghaiZhan is a raw, lively, and regular debate about China tech, advertising, creativity & the intersection of it all. Join hosts Ali Kazmi and Bryce Whitwam, for timely discussions on all things China marketing, coming to you directly from Shanghai!
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