The China Influencer Marketing Podcast

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Today's episode features an in-depth conversation on China's revolutionary influencer industry with William August, founder and creative director of Outlandish Studios, a video production and marketing company that specialises in establishing a brand's presence on social media and video streaming platforms. As creative director of Outlandish Studios, the #1 foreigner MCN on Weibo in 2019, August is a social media-and-Youtube influencer based in China and one of the top-rated foreigner KOLs on Bilibili for 4 consecutive months in 2018. A seasoned industry veteran, August has been working as an influencer for years and has seen it all. This exclusive interview brings you a behind-the-scenes view of the realities of the KOL life from August's first-hand experiences.
The inaugural episode of the China Influencer Marketing Podcast by PARKLU is brought to you by host Elijah Whaley. This special episode features Kim Leitzes, founder and CEO of PARKLU, who joins us to provide some invaluable insights of the challenges and lessons learned through her years-long journey of building her company in China from its beginnings as what she called a "scrappy startup", to the premiere influencer marketing platform in China, and currently, to its acquisition by LaunchMetrics.
Today's episode features Chloé Reuter, founding partner of Gusto Luxe, to share findings from its new report on the state of China’s luxury market along with some of her personal observations about Shanghai’s luxury community. Some of the ideas discussed include: “Revenge spending” — a concept born from pent-up demand for luxury products during the pandemic. How are luxury consumers spending their money? An increasingly popular idea in China that health is the new wealth. Why COVID-19 has made sustainability a greater concern among high-net-worth individuals. The hottest domestic travel destinations for luxury consumers. Christian Dior’s take on the ecommerce livestreaming trend.   Guest: Chloé Reuter LinkedIn | Email: chloe.reuter@gusto-luxe.com  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.
Pinduoduo is one of China’s largest ecommerce platforms and an industry leader that helped popularize the concept of social commerce in China. Yet while it initially became famous for its wildly popular group-buying feature, Pinduoduo has since evolved into much more than just a group-buying platform.   In this episode, Ada Yang, head of social community at Pinduoduo, gives us an overview of the platform, and then shares several of its features and initiatives you may not have heard of, such as: A virtual farming game, where users can earn real fruit sent to their home for free. Pinduoduo’s livestreaming service and how the company is iterating on its newfound popularity during the pandemic. A “New Brand Initiative” that leverages user data to help factories that have been hit hard by COVID-19 and the negative geopolitical situation to create entirely new brands aimed at the domestic market, guiding them through product development, branding, and marketing. Guest: Ada Yang LinkedIn | Twitter | Medium | The China Ecommerce Podcast Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! This podcast was edited and produced by Jason MacRonald.
In this episode, Demi Ping, sector head for retail and ecommerce at the China-Britain Business Council (CBBC), shares how it helps British brands of all sizes and industries succeed in China and some of the key marketing tactics that CBBC has been leveraging this year to help brands stay afloat through COVID-19. While Demi and CBBC obviously focus on British brands, her insights are highly relevant for any foreign brands looking to tap into the market in China.   Guest: Demi Ping LinkedIn | Email: demi.ping@cbbc.org.cn Host: Lauren Hallanan Website | LinkedIn | YouTube | WeChat: H1212118514 ­To learn more about marketing in China, sign up for Lauren’s newsletter. This podcast was edited and produced by Jason MacRonald.
Welcome back to the second episode of The Pulse, where Lauren shares a collection of noteworthy China marketing campaigns and content trends. Topics covered in this episode include: A trending domestic travel destination in Ningxia nicknamed “China’s Route 66” and “China’s Morocco.” The massive growing demand for edible bird nests and the two brands that ranked first and second in Taobao’s pharmaceuticals category during this year’s 618 shopping festival. Lauren’s tips for how brands can leverage the popular reality show Sisters Who Make Waves. Some examples of brands besides Perfect Dairy that are using private traffic. For video versions of the podcast, check out Lauren’s YouTube channel or visit her website if you’d like more information. Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.  ­To learn more about marketing in China, sign up for Lauren’s newsletter: China Marketing Insights. This podcast was edited and produced by Jason MacRonald.
Although Chinese consumers are known for their love of online shopping, offline events remain an important part of brands’ marketing mix, allowing consumers to immerse themselves in the brand and experience it with all of their senses. What’s more, attending the latest pop-ups and exhibitions is a major form of social proof for China’s young consumers. Despite the importance of offline events, they are not something that the podcast has discussed in depth. Today's guest is Ryan Whelan, the founder of event marketing agency Pennyfields, to share his top tips for executing offline events in China. The episode covers a wide range of topics, including: Costs Production quality Timelines Restrictions and regulations Common issues when dealing with VIP guests Working with Chinese press, WeMedia, and KOLs  And more! Guest: Ryan Whelan Website | LinkedIn Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.
Private traffic (sīyù liúliàng 私域流量) was one of the biggest China marketing trends of 2019. It has become even more popular in 2020 as an increasing number of brands and livestreamers have begun implementing this tactic. While the term is thrown around a lot, many listeners may still not have heard of it. Tune in for answers to the following questions, and more: • What exactly is private traffic?  • Isn't it just private WeChat groups? • Why has this tactic become so popular? • Is it a tactic my brand should be using? • How does private traffic actually work and is it scalable? • How can we track the ROI?  • Are there any case studies for my industry? If you or your brand are facing questions such as these, you're in luck! Today’s episode is the audio from a Private Traffic 101 webinar that Lauren co-hosted with recent podcast guest Doris Ke. You should be able to understand the content without visuals, but if you’d like to check out the presentations, you can watch the webinar replay here. Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.
In this episode, Michael Norris, research and strategy manager at AgencyChina, joins Lauren to discuss the growing intersection of luxury and gaming. Their topics include collaborations with virtual influencers, luxury brands creating their own games or gamifying the shopping experience, and brands creating product lines influenced by characters from popular online games.  This trend is not only in China — it is a global phenomenon — so Michael and Lauren also discuss the origins of the trend, how it manifests itself in the West as compared with in China, and how it might develop in the future. To help illustrate the trend, they have shared several case studies, which we have provided links to below.  Lauren’s new article: The greatest threat to global cosmetics’ China success: An interview with D2C unicorn Perfect Diary  Resources: Global phenomenon LV: Lightning - a virtual heroine Even better than the real thing? Meet the virtual influencers taking over your feeds You can try on the latest Adidas sneaker drop on Snapchat From Animal Crossing to esports: How fashion met gaming Animal Crossing   China angle Dissecting the 10 best luxury WeChat campaigns Luxury brands Hermès, Guerlain and Dior use mobile games to attract Chinese millennials Beauty games: M.A.C. lipstick collaboration with Tencent mobile game sells out in 24 hours (not specifically luxury, but relevant) Why luxury brands are betting on Bilibili Alibaba uses lockdown to promote its virtual avatar game Can virtual influencers and avatars change the face of Chinese ecommerce? What could be the next trend for livestreaming?   Guest: Michael Norris LinkedIn | Twitter Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.
On June 8, Yatsen E-commerce, the parent company of Chinese cosmetics unicorn Perfect Diary, held a press event in Guangzhou to launch its newest brand, Abby’s Choice (完子心选wánzǐ xīnxuǎn) — and the China Marketing Podcast attended! In today’s episode, hear Lauren's assistant, Kejie, share what she learned at the event and her experience visiting the new Abby’s Choice offline store. Perfect Diary has become a leader in China’s cosmetics industry in only three years and its innovative marketing strategies are often used as case studies. It will be interesting to see if Abby’s Choice can replicate Perfect Diary’s success. In addition, while Kejie was in Guangzhou, she visited the offline stores of two other Chinese brands, tea company Nayuki Tea (奈雪的茶 nàixuě de chá) and multi-brand beauty retailer The Colorist (调色师 tiáosè shī). She also shares in this episode her impressions of the stores and her key takeaways about the brands. Kejie is currently working on several videos of her visits to the stores, so if you’re interested in checking those out, subscribe to Lauren’s YouTube channel. Mentioned in the episode: Perfect Diary’s virtual influencer gets her own mini program store, product line The Colorist – images of the store Nayuki recent 520 art cup collection Upcoming Event: Private Traffic 101: Breaking Down China’s Hottest Marketing Trend Private traffic was one of the biggest China marketing terms of 2019, and it has only become hotter in 2020 as an increasing number of brands have begun implementing this tactic. But what exactly is private traffic, and is it a tactic you should be using? Sign up here to join Lauren for a live webinar on June 23.  Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. Like the podcasts at SupChina? Help us out by taking this brief survey. This podcast was edited and produced by Jason MacRonald.
This week, Lauren is introducing a new monthly series called The Pulse, where she will share her recent observations on the China marketing industry. Content will include the analysis of new social media platform features and trending topics, as well as the identification of WeChat Official Accounts or influencers that Lauren thinks are worth following, interesting online campaigns, and up-and-coming brands. Topics covered in this episode: Xiǎohóngshū 小红书 product sample giveaway function Ecommerce livestreaming features you may not know about Perfect Diary virtual pet loyalty point game Chinese beauty brand Little Ondine (小奥汀 xiǎo aòtīng) Xiaohongshu vlogs encouraging users to visit museums and offline exhibitions Popular search terms on Xiaohongshu Táobàngdān 淘榜单, a useful WeChat Official Account Some things to consider before working with a livestreaming KOL   If you would like more details and visuals on the topics Lauren discusses in the episode, check out her YouTube page or follow her on LinkedIn to see related videos. Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Like the podcasts at SupChina? Help us out by taking this brief survey.  This podcast was edited and produced by Jason MacRonald.
Over the past couple of years, Chinese brands have been experiencing massive growth. Newly founded direct-to-consumer brands are booming, while the more established Chinese brands have rebranded and revitalized themselves to attract a younger audience. So, where does this growth come from? Top-earning brands have proven themselves to be savvy marketers, quickly adopting the newest social platforms and promotional tactics, and developing products, branding, and messaging that show a deep understanding of their target audience’s preferences and tastes. In this episode, Lauren and Chinese marketing expert Doris Ke give us an overview of the marketing industry and key drivers of growth. Doris also shares some of her favorite domestic brands that she is watching right now. Doris is the founder and CEO of Digipont, a well-known B2B marketing thought leader in China with a popular WeChat Official Account. If you subscribe to Lauren’s newsletter, then you have definitely read her articles before! Brands mentioned in the episode: Perfect Diary (wánměi rìjì 完美日记)  Genki Forest (yuánqì sēnlín 元气森林)  WonderLab Upcoming webinar: What can we learn from China livestreaming ecommerce? This webinar is perfect for the product developer who is looking to get a better understanding of Chinese ecommerce livestreaming platforms. From the seamless user experience to the loyalty, gamification, and social sharing features, the UX of QVC and Home Shopping Network pales in comparison with China’s ecommerce livestreaming platforms. Lauren will also share her predictions for ecommerce livestreaming’s future in the West. Register here. Guest: Doris Ke, Founder & CEO of Digipont LinkedIn | Email | Website  Host: Lauren Hallanan Website: | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update. This podcast was edited and produced by Jason MacRonald.
The Harvard Business Review found that acquiring a new customer is five to 25 times more expensive than retaining an existing one and that increasing customer retention by 5% can increase profits from 25% to 95%. Bain found that returning customers spend 67% more than new customers. And Temkin found that loyal customers are five times as likely to repurchase, five times as likely to forgive, four times as likely to refer, and seven times as likely to try a new offering. Retention marketing is an important topic that brands need to be thinking about. This is especially the case in China, where advertising and paid marketing costs have skyrocketed over the past few years and now oftentimes customer acquisition costs are higher than the lifetime value of the customer. Elijah Whaley, chief marketing officer of China influencer marketing platform PARKLU, joined Lauren on the podcast and explained his recently published guide to retention marketing. This podcast and the concepts that are discussed will be valuable to brands of any size in any stage of their China marketing journey! Resources: Download PARKLU’s Retention Marketing Strategy Guide Complete Guide to KOC Marketing in China Experiential Marketing Mechanics: Turning Customers into KOC Upcoming Event: Webinar: What Can We Learn From China Livestreaming Ecommerce With Lauren Hallanan Video: Perfect Diary Unboxing Video Guest: Elijah Whaley LinkedIn Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
This week’s episode is a must-listen for small and medium enterprises (SMEs) with limited marketing budgets that are looking to build their businesses in China. Rachel White, the chief marketing officer for LUÜNA Naturals, a social-impact period care company, shares how it has grown the brand in mainland China.  Some of the key tactics that Rachel shares include: Providing highly educational content online and running offline workshops to educate consumers. Many women in China are being given very limited information on the topic of period care and are grateful for the valuable knowledge that they can’t find elsewhere. Partnering with other brands that are targeting similar consumer segments. Selling B2B: Some companies buy female employees period care products and provide educational workshops as part of employee benefits. Having a social impact component: Many key opinion leaders and key opinion consumers have given the brand free promotion because they believe in its mission to provide period care products to lower-income communities. Links: WeChat Mini Program livestreaming webinar   Guest: Rachel White LUÜNA Naturals website | LUÜNA Naturals WeChat Official Account: luunanaturals Instagram | Email: rachel.w@luuna-naturals.com  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 ­To learn more about marketing in China, sign up for Lauren’s newsletter: China Marketing Insights.  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. Like the podcasts at SupChina? Help us out by taking this brief survey. This podcast was edited and produced by Jason MacRonald.
Meet the short-video app Bilibili — a platform that brands know they should get on, but they are reluctant (or maybe too intimidated) to pull the trigger. Why is that? Its user culture is stronger than that of other Chinese social media and video-sharing platforms. Bilibili is where all the subcultures go, the anime, comic, and game nerds, the artists, the content creators that don’t want to make clichéd 15-second dancing videos. Get your campaign right and your ROI will be high; get it wrong and you will be scorned and mocked. In this episode, Lauren brings Miro Li, a digital marketing consultant based in Hong Kong, back on the podcast to give an overview of Bilibili. She digs into what makes the platform unique and shares how and why brands should be using it. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Resources: Chinable Academy Bilibili 101 Course (Special discount code for listeners: BILI20) WeChat mini program livestreaming webinar:  https://us02web.zoom.us/webinar/register/2015887102237/WN_9ymTeoX9RoCQ5aUnyszstw  Guest: Miro Li LinkedIn | WeChat: Miro509 Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.  Like the podcasts at SupChina? Help us out by taking our brief survey. This podcast was edited and produced by Jason MacRonald.
This week’s episode discusses once again China’s ecommerce livestreaming industry. As mentioned in episode 69, this industry has experienced massive growth due to COVID-19. In fact, leading ecommerce livestreaming platform Taobao Live reported that in early February, livestream sessions on the platform had increased by 110% year over year. Today, Lauren explains the ways in which the industry has grown and changed. She also shares specific examples and case studies that have been seen over the past several months. Topics include: -   How famous streamers adapted their product offerings -   The creative (and sometimes odd) ways that many traditionally offline businesses began using livestreaming -   Thoughts on WeChat’s and Xiaohongshu’s newly launched livestreaming functions -   Will the trend continue after COVID-19 Additional resources: Ep. 69: 16 catchphrases that Chinese livestreamers use to engage their audiences and drive sales Ep. 58: Is ecommerce livestreaming in China a good fit for your brand?   ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Apply or nominate someone to be on the podcast: Email to: lauren@unchartedmedia.co Include name, title, company, topics to discuss, and how you (or a nominee) could be of value to listeners. Host: Lauren Hallanan Website: www.chinainfluencermarketing.com LinkedIn: https://www.linkedin.com/in/lauren-hallanan/ WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
Ecommerce livestreaming was already one of the biggest marketing and ecommerce trends of 2019. Thanks to the coronavirus, it has truly gone mainstream in China. Everywhere you turn, there is an announcement about some platform launching livestreaming or adding new livestreaming features. Top streamers on ecommerce platforms have become household names. The top hosts are excellent salespeople, using specific tactics to engage and persuade their audiences. They are very careful about what they say and how they say it. The phrases they use aren’t the same as a regular salesperson’s. In fact, if you are new to ecommerce livestreaming, you may think some of the things they say are odd: Ecommerce livestreamers and their audiences have developed their own slang. So just what are some of these phrases? In this episode, Lauren’s assistant and regular guest Kejie analyzes the top 16 phrases that Chinese livestreamers use to engage their audiences and drive sales. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Here’s a link to the WeChat article discussed in this episode.  Upcoming Webinar: April 14: Luxury in China in the wake of COVID-19 Apply or nominate someone to be on the podcast: Email to: lauren@unchartedmedia.co Include name, title, company, topics to discuss, and how you (or the nominee) could be of value to listeners. Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. If you like this podcast and know someone who might find it interesting, please share! This podcast was edited and produced by Jason MacRonald.
Today’s episode features an in-depth discussion on programmatic advertising in China with David Nottingham, the EU general manager at iPinYou, a digital advertising technology company and the largest demand-side platform in China. To kick off the conversation, David provides an overview of China’s programmatic ecosystem and how it is different from that in the West. Then, the conversation moves to: Do you need to know about Chinese media to be able to run programmatic paid media campaigns? Can Chinese media be trusted? How can you manage ad fraud? What are the latest trends in Chinese programmatic advertising? As David points out, it’s hard to talk about programmatic advertising without getting technical. But he did a great job of helping those with little or no background in digital advertising to understand what he’s talking about. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!  Upcoming Webinar: April 14: Luxury in China in the Wake of COVID-19  Apply or nominate someone to be on the podcast: Email to: lauren@unchartedmedia.co Include your name, title, and company, topics you’d like to discuss, and how you could be of value to listeners.  Guest: David Nottingham LinkedIn | Website  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
Tom Kruger is the Shanghai managing director of Chatly, a WeChat social CRM platform for global brands. In this interview, he explains why brands need to rethink their WeChat strategies and position WeChat as their core customer engagement hub in China. Many brands are still treating WeChat as the same platform it was several years ago. But in reality, it has been constantly adding features and has morphed into a complex ecosystem, allowing brands to bring the entire customer journey from awareness to conversion and loyalty, all into one app.  In this episode, Tom guides us through the entire funnel, including building an identified contact, creating 48-hour journeys, setting up segmentation and retargeting, and designing commerce and loyalty mini programs. This episode is super detailed — it's essentially a free WeChat CRM master class — so be prepared to learn a lot!  ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! WeChat Webinars: March 17: Why Having a WeChat E-Commerce Mini Program Is More Important Than Ever March 31: WeChat Initial Touchpoints: How to Optimize the New User Experience Guest: Tom Kruger LinkedIn | Website | Email: tom@chatly.com   Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
Are you thinking about entering the China market? Or are you currently trying to gain a foothold in China but are struggling? This episode with Josh Gardner, the CEO of Kung Fu Data, is sure to give you food for thought. Kung Fu Data helps international brands with China market entry and advisory, Tmall store activation and optimization, and daily operations support. Josh has a no-BS, super-honest approach. He knows how to make brands succeed in China, but he is also not afraid to turn down brands that he believes won’t find success.   Today, Josh shares what brands should consider before entering China and how to evaluate if a brand is ready or not. He also shares tips for a successful China launch strategy.  There are two particularly interesting ideas for China market entry discussed in this episode. The first is that it's actually easier to activate Chinese consumers outside of China and then enter the mainland China market. This is related to the second idea, which is his belief that “people follow people who follow brands.”  Another thing Josh points out is that, in China, the faster you are, the more likely you are to succeed. Agility is extremely important in the China market, not only because consumer behaviors and technology are rapidly changing, but also because Chinese domestic brands tend to be very agile and international brands just entering the market are going to struggle to compete if they can’t keep up.  Guest: Josh Gardner Website | LinkedIn | Email: josh@kungfudata.com  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
This week, Lauren is joined by Olivia Plotnick, a WeChat marketing specialist. She and her team work with small businesses and startups to produce effective content and drive community engagement on WeChat. Olivia discusses how the role of WeChat articles has evolved and why formatting is extremely important, particularly for B2C brands. Later in the conversation, she shares some of her favorite brand accounts to follow and points out some key takeaways for each of the brands. WeChat Webinars: March 17: Why Having a WeChat E-Commerce Mini Program Is More Important Than Ever  March 31: WeChat Initial Touchpoints: How to Optimize the New User Experience  Women in China Marketing: www.womeninchinamarketing.com  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.  Guest: Olivia Plotnick LinkedIn  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 This podcast was edited and produced by Jason MacRonald.
Today’s conversation is with Dao Nguyen, the founder of ESSENZIA, a boutique marketing creative strategy agency that helps fragrance and cosmetics brands reach young Chinese consumers. Lauren and Dao dive deep into China’s rapidly growing fragrance market, which has changed dramatically over the past five years. In this episode, Dao gives an overview of the market, answering questions such as: ·   Who are the main consumers?  ·   What types of fragrances tend to appeal to a Chinese audience?  ·   Which brands are doing well in the China market and why?  ·   Are there any mistakes that brands tend to make?  Later in the episode, they discuss China’s beauty industry and Lauren asks Dao to share her thoughts on the rise of China’s domestic beauty brands. To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update!  Guest: Dao Nguyen LinkedIn Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 This podcast was edited and produced by Jason MacRonald.
In this episode of the China Marketing Podcast, Lauren and her guest discuss a topic that has never been talked about on this podcast before but is relevant for many listeners — how to manage a Chinese team, particularly a team in the marketing industry.  The guest today is Elisa Harca, the CEO and co-founder of Red Ant Asia, a China marketing agency in Shanghai and Hong Kong, which was founded in 2012. It works with lifestyle and luxury brands such as Lush, Charlotte Tilbury, Lane Crawford, Birkenstock, and more. For the past eight years, Elisa has led an entirely Chinese team, and she has many employees who have been with the company for five to seven years. As anyone who has worked in the communications industry in China knows, this is quite impressive, as many people tend to hop around and change positions every one to two years. In this interview, she shares some of the biggest lessons she’s learned about leading a Chinese team, mistakes she has made or frequently sees other foreigners make when building a team of Chinese employees, and her top tips for finding and retaining high-quality Chinese talent. Elisa also shares how her company is handling the coronavirus and managing a remote workforce. To learn more about marketing in China, sign up for Lauren’s newsletter, China Marketing Insights!  Guest: Elisa Harca Instagram | Website | WeChat: RedAntOfficial | Email: elisa.harca@redant.com Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 This podcast was edited and produced by Jason MacRonald.
The rise of Chinese domestic brands is one of the defining business stories of the last decade. Listening to Mia Wang, the CEO of the popular Chinese women’s fitness apparel brand MAIA ACTIVE, it is easy to see why domestic brands are doing so well.  This episode will be particularly useful for brands that are just entering the China market, as Mia shares a lot of the tactics her team used to take the company from 0 in 2016 to having over 300 different products, a very successful Tmall presence, and three offline stores today.  ­To learn more about marketing in China, sign up for the China Marketing Update! Resources: MAIA ACTIVE Company Intro Deck Guest: Mia Wang LinkedIn | Email  Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514 Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs. This podcast was edited and produced by Jason MacRonald.
With China on lockdown due to the COVID-19 epidemic, offline retail is nearly nonexistent and ecommerce has slowed, since logistics companies are unable to deliver goods. But industries such as gaming, health and fitness, and online education are booming.  How should brands handle these complex times? What can they do to support consumers and set themselves up to recoup losses once the crisis has passed?    Resources mentioned in this episode:  疫情之下,企业该如何做营销? (“How to do business under the coronavirus?”), by 刀姐doris 我们统计了800名抖音快手达人,谁是今年春节档最大的“黑马 (“We gathered 800 Kuaishou and Douyin experts — who is this year’s “dark horse”?), by Short Video Production House Responding to the coronavirus: strategic brand advice, by United Media Solution This podcast was edited and produced by Jason MacRonald.
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Podcast Details

Created by
PARKLU
Podcast Status
Active
Started
Nov 15th, 2017
Latest Episode
Jan 6th, 2021
Release Period
Weekly
Episodes
143
Avg. Episode Length
About 1 hour
Explicit
No
Language
English

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