Special treat this week!  We're sharing an interview Bryce made with Wenchi Yu on Perspectives.

Subscribe to Perspectives:  https://podcasts.apple.com/us/podcast/perspectives-with-wenchi-yu/id1793854395
Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Wenchi Yu on Linkedin:  https://www.linkedin.com/in/wenchi-yu-5099b04/

"Selling to China" Book:  https://a.co/d/g9SJEOk

Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. 

Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. 

Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change.

Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms.  

00:00 The Digital Revolution in China

02:46 Bryce's Journey in Marketing and Advertising

05:40 E-commerce and Social Commerce Transformation

08:38 The Shift in Advertising Strategies

11:40 The Rise of Short-Form Video and Influencer Marketing

14:32 Understanding Chinese Social Media Platforms

17:42 The Impact of Domestic Brands and Guo Chao

20:08 Navigating Geopolitical Tensions and Consumer Preferences

23:12 The Future of US-China Business Relations

25:43 Conclusion: The Competitive Landscape Ahead

Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. 

Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. 

Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change.

Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms.  

00:00 The Digital Revolution in China

02:46 Bryce's Journey in Marketing and Advertising

05:40 E-commerce and Social Commerce Transformation

08:38 The Shift in Advertising Strategies

11:40 The Rise of Short-Form Video and Influencer Marketing

14:32 Understanding Chinese Social Media Platforms

17:42 The Impact of Domestic Brands and Guo Chao

20:08 Navigating Geopolitical Tensions and Consumer Preferences

23:12 The Future of US-China Business Relations

25:43 Conclusion: The Competitive Landscape Ahead

We bring back ShanghaiMailbox!   Thanks for your questions. Here are the questions you submitted that Ali and I answered on today's podcast. Enjoy!

1.  If you had your own money, what’s one Chinese startup or trend you’d invest in right now that most foreigners have never heard of?

2. Learning Mandarin used to be the rage, but now it’s less popular. With all the powerful apps and AI is it still worth learning a second language?

3. How do you think of online dating in China? That is, the online “Relationship-shopping” culture.

4. What differentiates agencies if everyone is using the same AI tools or platform? 

5. What lessons have been learned from the latest and successful Coca-Cola + Pop Mart Labubu collaboration? 

For everything ShanghaiZhan:  http://zhanstation.com/

Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M

ShanghaiZhan Theme Music:  by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Has agency consolidation begun to backfire?  The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Is this the independent agency's big moment?

Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC.  He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare.

1. What's driving all the consolidation, and where will it lead?
2. Are the agencies losing client leaders, or should it be up to the local office?
3. Does this all have to do with AI implementation?
4. Has all this consolidation resulted in the loss of critical thinking and discourse?
5. Does this open the field up to independent agencies to shine?
6.  Who is doing it right? Is there a good model?
7.  Are we moving to a world where everything is small, nimble, and independent?
8.  How do you reflect on your China experience? Has it helped you throughout your career?

About Mark Heap Consulting: https://www.markheapconsulting.com/
Mark Heap on Linkedin:  https://www.linkedin.com/in/markheap/

For everything ShanghaiZhan:  http://zhanstation.com/

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai.

1.  What have you observed about different cultural approaches to innovation?
2.  What makes a successful transition from leader to innovative leader?
3.  What triggers innovation?
4.  How do you introduce innovation thinking to companies?
5.  Introducing innovative change through melting, mounting, and mating
6. How much do you change or morph into someone else?
7. What goes about creating collaborations to impact innovation?
8. How can leaders effectively shed their existing responsibilities to avail themselves to innovation?
9. How resourceful do you need to be to embrace someone else's innovation?
10. How does the model work for a start-up? Start by envisioning failure.
11.  Will fear of failure result in inaction?
12. Your phrase, "committing to uncomfortable" - Any advice for new jobbers?
13. Who inspires you?

Nistha Mehta on LinkedIn: https://www.linkedin.com/in/nishthamehta/

For everything ShanghaiZhan:  http://zhanstation.com/

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

Today's episode delves into a facet of the China media business that everyone is aware of, but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big?  We discovered this later, following the news about the GroupM scandal in 2023. Today's guest goes by the pseudonym "F. B." and is the author of the memoir, "Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising." The book takes the readers deep into the heart of China's media underworld, where ambition, opportunity, and moral compromise collide.

1.  Please outline a typical media deal with rebates. What's the role of the broker, and why do rebates exist?
2.  What's the business advantage of going through the brokers? Why not go through the agency?
3.  Did it ever become counter-productive to growing the business?
4.  Are there any cultural implications, or is it just inherent conflicts between global and local teams?
5.  What's the relationship between the media buyer and the corruption circles?
6.  Has the industry transformed? Is it easier now that you can book directly on the platform?
7.  Does media validation and data transparency impact the ability for corruption to exist?
8. What would take to get this to stop? It's about financial auditing.
9. What if you booked the media directly on the platform?
10. Did you ever think you were over your head and might face jail time?
11. Have the agency networks tightened their processes and improved their operations?
12. Why did you write the book?
13.  How did you reconcile your ethical limitations?

The Book:  https://www.amazon.com/Confessions-Chinese-American-Swindler-Advertising-ebook/dp/B0DVXC2PWL

For everything ShanghaiZhan:  http://zhanstation.com/

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

How will AI impact marketing teams, agencies, and processes?  While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work?  We’re joined by Pierre Berard, former China hand and a senior marketing executive who’s led some of the world’s top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI.

1. What parts of marketing are most impacted by AI right now?
2. Is it the way that content is created? How will it impact work teams?
3.  How will marketing teams prepare for the AI revolution? Is it more than just ChatGPT?
4.  Should you bespoke build something or adapt an open standard?
5.  How can people who will become accustomed to AI solutions have the critical skills to question results?
6.  How do you create guidance that effectively manages the AI solution integration?
7.  Do you need to create stop-points that integrate the human perspective?
8. Are people welcoming or fearing AI integration within marketing organizations?
9. Will there be a return of authentic experiences in marketing as people become overwhelmed with AI-generated communications?
10. What are some AI misconceptions in marketing teams?
11. Will small brands be more potent in an AI-integrated marketing world?
12.  Will agencies eventually be replaced? What's the place for them?

Pierre Berard on LinkedIn: https://www.linkedin.com/in/pierre-berard-02222b33/
About Alphabrand.ai:  https://alphabrand.ai/home


For everything ShanghaiZhan:  http://zhanstation.com/

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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 connect culturally in China. He spent over a decade in China, leading Kantar's cultural intelligence team and guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.

1. What exactly is semiotics? Why should marketers care?
2. What does it mean to see cultural codes in daily life? How can strategists start training themselves to do this, or should they leave it to the experts?
3. Why are brands looking so similar? Is social media making an impact?
4. How influential is the format to semiotics?
5. Why are semiotic interpretations subject to context?
6. Has the Chinese cultural codified context changed or resurfaced over time?
7. How do semiotics work in bottom funnel communications?
8.  Can you provide some cultural semiotic examples?
9.  How can semiotics help Brand China export itself to the world?
10. How can one learn more about semiotics?
11. What's behind your agency name, "Two Words"?
12. What's the difference between brand anthropology and semiotics?
13. Can brands influence culture?
14. Is there a glimpse into the future of Brand China?
15. Any recommendations for BFAs who may be interested in semiotics?
16. What's the impact of AI on semiotics?

Panos on LinkedIn:  https://www.linkedin.com/in/thepdconcept/
Two Words Agency: https://www.twowords.agency/

Read more about Semiotics:
1. Roland Barthes: "Image-Music Text" https://www.amazon.com/Image-Music-Text-Roland-Barthes/dp/0374521360
2.  Jean Baudrillard: "Simulacra and Simulations"
https://www.amazon.com/Simulacra-Simulation-Body-Theory-Materialism/dp/0472065211
3.  Walter Benjamin:  "The Work of Art in the Age of Its Technological Reproductibilty" https://www.amazon.com/Technological-Reproducibility-Other-Writings-Media/dp/0674024451

For everything ShanghaiZhan:  http://zhanstation.com/

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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, including business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and are based in Shanghai. Henry is not just a supporter of physical, but also mental wellness.  Henry truly embraces wellness as a licensed holistic therapist.

1.  Why has wellness become a thing in China?

2.  What do you see as some of the significant trends as consumers are prioritizing wellness?

3. What?  A Sleep Retreat?  Let's Go!

4.  What is meant by a Health Operating System? Where is the HOS?

5. Is wellness just a young person's thing, or is it embraced by all age and income groups?

6. If wellness is increasing, why are gyms closing?

7.  How can companies embrace mental wellness in China? How important is it?

8. How can young students transferring into the working world manage stress, esp. in the advertising business?

9. How can non-wellness-focused brands embrace wellness? Can you give me some examples?

10.  How can you be innovative in wellness?

11. What can brands do to take advantage of China's aging population?


Henry Shen On LinkedIn: https://www.linkedin.com/in/shenhan/

About McCann Health China: https://ipghealth.com/network/mccann-health-china


For everything ShanghaiZhan:  http://zhanstation.com/

Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M

ShanghaiZhan Theme Music:  by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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?

Janice Kok on LinkedIn: https://www.linkedin.com/in/janicekok/
Reiko Wu on Linkedin:  https://www.linkedin.com/in/reikowu/
White Paper Link: https://bit.ly/3XKHRtR

About GREY & AKQA CHINA: https://www.linkedin.com/company/grey-china/

For everything ShanghaiZhan:  http://zhanstation.com/

Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M

ShanghaiZhan Theme Music:  by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/

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?

Ed Sander on Linkedin:  https://www.linkedin.com/in/edsander/
Tech Buzz China:  https://substack.com/@techbuzzchina
Exclusive Investor EV Trip Details:  https://techbuzzchina.substack.com/p/join-the-tech-buzz-china-spring-2025

For everything ShanghaiZhan:  http://zhanstation.com/

Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M

ShanghaiZhan Theme Music:  by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac

Bryce on Linkedin:  https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:  https://www.linkedin.com/in/alikazmi/