Marketing China

By Coolio Yang

Welcome to Marketing China (formerly Eastbound Insights) — your definitive guide to cracking the code of the world’s most dynamic and complex market.

Curated by Coolio Yang, a seasoned industry veter... more

· Business

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FAQs about Marketing China:

How many episodes does Marketing China have?

The podcast currently has 19 episodes available.

Marketing China episodes:

February 23, 2025 How China's Marketing Agencies are Driving Brand Growth

In this episode, we're unpacking the eight key trends shaping how brands connect with consumers in the Middle Kingdom, drawing insights from the '2024 Marketing Agency New Landscape' report.

•We'll explore how agencies are reconstructing creativity to drive innovation and boost brand messaging.

•We will discuss how the rise of AI and digital technologies are providing new opportunities for brand growth.

•We'll tell you how brands are going global, taking on overseas markets.

•We'll tell you why everyone's going crazy for brand collaborations.

•We'll analyse the return to offline experiences and why interesting experiences are king.

•We will show why storytelling through entertainment has become a breakthrough strategy.

•We will explain the focus on returning to business and driving real-world results for brands.

•And we will reveal why embracing long-term strategies is essential for building lasting brand value.

From AIGC to ESG, we've got the insights you need to future-proof your China strategy.

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24min
January 20, 2025 Ineffective Communication Channels in Chinese Marketers' Eyes

This podcast episode is based on the article written by Coolio Yang, delves into the surprising ineffectiveness of certain marketing channels in China, challenging common assumptions about what works in this dynamic market.

While email marketing boasts impressive ROI in Western markets, it falls flat in China where WeChat reigns supreme for both personal and business communication. Similarly, SMS marketing, once popular, has been largely replaced by WeChat, with promotional texts now viewed as intrusive.

Banner ads, already struggling globally, face an even tougher battle in China due to widespread "banner blindness" and the dominance of mobile devices. Even Search Engine Marketing (SEM) has lost its edge, as "search" in China increasingly revolves around social media platforms like WeChat, Xiaohongshu, and Douyin, where KOL-driven campaigns and user-generated content hold sway.

The episode explores why these channels still thrive in Western markets, highlighting the influence of ingrained habits, supportive infrastructure, and cultural preferences for direct communication.

For brands aiming to conquer the Chinese market, the key takeaway is to strike a balance between global consistency and localized insights. A thoughtful approach to customization, grounded in a deep understanding of Chinese consumer behaviour, is essential for success.

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13min
January 08, 2025 Building a Lean Marketing Team in China

This podcast episode focuses on building a lean but effective marketing team in China, specifically for Small and Medium Enterprises (SMEs).

The episode highlights that in China's dynamic market, success hinges on understanding its unique nuances rather than solely relying on data. Instead of being purely data-driven, the most effective marketers in China excel at interpreting data, combining it with observation and cultural insights to understand consumer behaviour.

The episode emphasizes the following key aspects for building a successful marketing team in China:

●Prioritize deep platform knowledge

●Aesthetics are non-negotiable

●Execution and agility

The episode concludes by suggesting practical steps for optimising existing marketing teams and reiterating that a lean, skilled team focused on insights, platform expertise, aesthetics, and agility can be a strategic advantage for SMEs in China.

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15min
December 26, 2024 Why Chinese agencies are like that?

Many businesses venturing into the Chinese market find themselves grappling with the unique dynamics of working with local marketing agencies. This episode unpacks the common challenges faced by international brands, exploring issues such as:

●Difficulty understanding proposals due to lack of standardized practices and storytelling skills.

●Deviation from brand guidelines based on perceived local preferences.

●Challenges in brand creation due to limited competitor and consumer insight analysis.

●Inconsistent working systems and lack of proactive collaboration.

The podcast delves into the cultural and systemic factors contributing to these challenges. It also provides actionable strategies to overcome these hurdles and build successful partnerships with Chinese agencies. Learn how to:

●Ensure senior management involvement for better understanding and communication.

●Establish clear guidelines and reinforce them consistently.

●Seek external consulting support for expert advice and clarity.

●Pay close attention to details and provide timely feedback for continuous improvement.

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9min
December 16, 2024 Content Marketing 2025: A Winning Strategy

In this episode, we unpack a simple yet powerful framework for structuring your content marketing in 2025. Learn how to define your goals, develop impactful themes, leverage the right messengers, and choose the perfect platforms for maximum impact. This episode is packed with actionable advice to help you capture market share and achieve your marketing goals in the year ahead.

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26min
December 04, 2024 Why Aren't Chinese Consumers Just Buying from KOLs?

●"Many brands believe that using Key Opinion Leaders (KOLs) is the only way to succeed in China. This podcast goes beyond that oversimplification to explore the marketing strategies that actually build lasting brands in the Chinese market."

●"This podcast examines the changing landscape of Chinese consumer behaviour and helps brands navigate the complexities of marketing in China, going beyond the hype of KOLs and discounts."

●"Join us as we unpack integrated marketing campaigns, creative content strategies, and the evolving role of KOLs in building successful brands in China. This podcast is your guide to understanding the nuances of the Chinese market."

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13min
November 30, 2024 China Ads Decoded

Confused about advertising in China? This show breaks down the complexities of China's advertising regulations and censorship. Each week, we'll uncover the hidden rules and pitfalls marketers need to know. We'll cover:

●The impact of special product categories and sensitive timing

●How to navigate inconsistent standards and the grey areas of influencer advertising

●The consequences of non-compliance and steps to ensure your campaigns stay on the right side of the law

Whether you're a seasoned marketer or just starting out, this show will give you the insights you need to succeed in the Chinese market.

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15min
November 30, 2024 Marketing in China 2025: Strategies for Success

This show offers practical advice and insights for small and medium-sized businesses looking to optimise their marketing efforts in the dynamic Chinese market. Each week, we'll discuss key challenges, emerging trends, and actionable strategies to help you navigate the complexities of China's digital landscape and build a thriving brand.

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34min
November 30, 2024 Decoding KOL Marketing in China: A Practical Guide

This show provides a comprehensive guide to navigating the complexities of KOL (Key Opinion Leader) marketing in China. Drawing on the expertise of seasoned marketers, each episode will unpack key challenges and offer actionable insights to help businesses maximise their investment in this dynamic market.

We'll cover crucial topics such as:

●Understanding the KOL Landscape: Explore the different tiers of KOLs, from top-tier celebrities to micro-influencers, and their respective price points and potential impact.

●Negotiating Fair Pricing: Learn how to avoid inflated quotations and secure competitive rates when collaborating with KOLs and their agencies.

●Protecting Your Brand: Discover strategies to mitigate risks and safeguard your brand reputation amidst the growing instances of KOL misconduct and consumer boycotts.

●Setting Realistic Expectations: Understand the importance of establishing achievable performance targets, particularly for branding-focused campaigns, and learn to leverage data analytics to measure campaign effectiveness.

●Taking Charge of Creativity: Gain insights into managing creative direction when working with KOLs who may have limited marketing experience or willingness to develop original content.

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11min

FAQs about Marketing China:

How many episodes does Marketing China have?

The podcast currently has 19 episodes available.