How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups?  We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social 仟传网络. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment.

1.  What's your current job, and what does Target Social do?
2. What's the difference between your consulting role at your current vs. previous job?
3. How do you extract data from social media platforms that help deliver insights?
4.  How is market research evolving?  Is it just social listening, or is there more to it?
5.  Is social listening a good measurement, and you don't need focus groups or interviews?
6.  How do social platforms collect data for passive users?
7.  Why do the algorithms seem incorrect about one's profile?
8.  Pushing surprise content remains an advantage for advertisers.
9.  What are the skills necessary for modern market researchers?
10. How do you teach insights, and how is it possible to identify them?
 
About Target Social (仟传网络): https://tarsocial.com/en/international
Wang Tao on LinkedIn: https://www.linkedin.com/in/tao-wang-b602619b/

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/

Are traditional festivals still essential drivers in the Chinese marketing calendar?  Or are they overshadowing the modern shopping days that seemingly overpower attention?  We welcome Hope Hong, founder of Chuanmer, a non-profit organization specializing in cross-cultural marketing consulting, experience planning, curation, and promotion. Hope is based in Vienna. Besides being a cultural ambassador, Hope is a mom and a digital marketing leader working at Austria's largest telco.

1.  What is Chuanmener?
2. How important is Chuanmener rooted in being a Chinese mother?
3.  Do you see Chinese festivals as being more critical when you're living abroad?
4.  Are the modern shopping festivals diluting the traditional festivals?
5.  How did Bryce connect his children to American culture while living in China?
6. How can brands effectively connect with consumers during festivals in a modern way?
7. Which brands are doing festivals differently?
8.  Who is not doing festivals properly?
9.  What's your favorite Chinese festival?

About Chuanmener:  https://www.chuanmener.world/
Hope on LinkedIn:  https://www.linkedin.com/in/hopeyanhong/

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/

We're thrilled to re-broadcast an insightful episode from the Sinica Podcast, where host Kaiser Kuo sits down with Bryce Whitwam to delve into the ever-evolving world of Chinese livestream e-commerce. Bryce's latest research highlights a fascinating shift: Chinese consumers increasingly gravitate toward smaller, more personalized livestream shows that foster greater interaction with hosts. While large-scale shows with millions of viewers still exist, they’re gradually being replaced by micro-targeted streams on platforms like Xiaohongshu and Douyin, which offer a more authentic and engaging experience. This evolution carries significant implications for brands looking to connect with highly targeted audiences in China. It could hint at the future of livestream shopping in the West, especially as TikTok explores similar trends.

1. How did you first engage with the livestream e-commerce trend in China?
2.  What’s the history of livestream commerce, and how has it evolved since its inception?
3.  How does livestreaming contribute to consumer engagement compared to traditional retail?
4.  What differentiates Douyin, Xiaohongshu, and Taobao as livestream platforms?
5.  What role does authenticity play in driving consumer trust in livestreaming?
6. How do demographics like age, gender, and location influence livestream shopping behavior?
7. What are the key differences between China’s livestream strategies and the U.S.’s early adoption of TikTok Shop?
8. How are niche and microtargeted livestreams reshaping consumer behavior?
9. What challenges or disruptions could affect livestream commerce’s growth in China?
10. What does the rise of livestreaming tell us about broader changes in Chinese consumer culture?
11. Recommendations

Sinica Podcast on Substack:  https://www.sinicapodcast.com/
Sinica Podcast on Apple Podcasts: https://podcasts.apple.com/us/podcast/sinica-podcast/id1121407665

Sinica Podcast on LinkedIn:  https://www.linkedin.com/company/sinicapodcast/posts/
Kaiser Kuo on LinkedIn:  https://www.linkedin.com/in/kaiserkuo/

For everything ShanghaiZhan:  http://zhanstation.com/
Got a Question? Access Our Mailbox:  https://syracuseuniversity.qualtrics.com/jfe/form/SV_6StjsljIEPkXt3M

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

We’re unpacking a critical issue affecting luxury and prestige brands operating in China’s discount-heavy e-commerce landscape. With platforms like Tmall and JD and emerging competitors like Douyin and Pinduoduo, brands are constantly pressured to use aggressive discounting strategies to boost sales and visibility.

Jacques Roizen, managing director of China Consulting at Digital Luxury Group, joins us as an industry expert who guides some of the world’s top prestige and luxury brands through these challenges. Together, we’ll explore the long-term impact of discount culture on brand equity, why some brands are starting to ‘detox’ from discounts, and how the rise of the gray market is reshaping consumer expectations.

1. How did you enter the e-commerce luxury business in China?
2. Give us the history of premium/luxury e-commerce and how it evolved from its early days.
3. How important is e-commerce for new consumers to learn about new brands?
4. Where's the pressure for brands to discount so much?
5. Is GMV still an effective measure of performance in e-commerce?
6. How can brands discount detox?
7.  Who in the organization can orchestrate a discount detox?
8.  What should brands do to improve brand equity? Is livestream a way to do this?

Jacques on LinkedIn:   https://www.linkedin.com/in/jacquesroizen/
About DLG:  http://www.digitalluxurygroup.com/


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

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/

Chinese outbound travel is returning, which is great news for luxury brands. To many brands, overseas travel has always been a source of awareness, validation and purchase. How can brands take advantage of this opportunity?  We speak to Subramania Bhatt, CEO of the China Trading Desk, a digital marketing and research firm targeting these travelers. Subbu's company recently published a travel insights study that shows a changing Chinese travel demographic. Joining Subramania is Mark Shrives. Mark leads Marriott Digital Services for Asia, which is based in Bangkok. Alongside his team of 35 digital consultants, Mark guides Marriott International's APEC portfolio of hotels in directly implementing cutting-edge digital strategies.

1. What's the latest about the Chinese overseas travel situation? Has it bounced back to its pre-COVID levels?
2. From the hotel side, how might travelers be changing?
3. How have influencers impacted travel experiences?
4. What's a typical traveler customer journey?
5. What's the hotel's strategy in targeting Chinese tour groups to overseas hotels?
6. How much differentiation can you offer on an OTA platform?
7.  What motivates people to shop outside China? Is it all about saving money?
8.  What is the importance of using influencers to target travel experiences?
9. How have hotels integrated their offerings to the new wave of Chinese tourists looking for experiences?
10. Are we seeing an overlap in age groups and craving experiences? And why so many Chinese women?
11.  Are we seeing more Chinese taking advantage of hotel loyalty platforms?
12. Do you have a hidden gem travel destination?
13. Shanghai Zhan Mailbox: Will Xiaohongshu go global?

Subbu on LinkedIn: https://www.linkedin.com/in/subramania/
The China Trading Desk:  https://www.chinatradingdesk.com/
Travel Survey Link:  https://survey.chinatradingdesk.com/

Mark on LinkedIn:  https://www.linkedin.com/in/markedwardshrives/

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

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/

What are China's technology opportunities for Chinese women? Are Chinese companies becoming more gender diverse, or are coveted STEM careers still largely avoided by Chinese women? We asked Dr. Susan Zhang about the state of Chinese women in tech. Dr. Zhang is a high-energy business executive and serial entrepreneur.  Her journey has taken her to incredible heights in Australia, China, and the UK. She has inspired many young entrepreneurs with her legacy at Google, ByteDance (TikTok), Amazon, and Canva.  She is the book author of 'Life Outside My Comfort Zone', a TEDx speaker, and an award-winning role model for Women in Leadership and STEM Education.

1. What's your career journey, and what are the milestones?
2. What's it like working in big tech companies?  How did it impact your leadership style?
3.  What's the difference between Western and Chinese work cultures?
4.  Why do people want to work so late in a Chinese company?
5.  What is stopping women from going into tech roles?
6.  What is the importance of gender diversity in tech?
7.  Tell us about your book, "Life Outside My Comfort Zone"
8.  How should the next generation of women prepare themselves in an AI-tech world?
9.  Any Chinese proverb to live by?

NEW SEGMENT:  Shanghaizhan Mailbox:  Listener Mail!

Dr. Zhang on LinkedIn:   https://www.linkedin.com/in/zhangsusan/
Susan's Website:  https://www.xiaochenzhang.com/
"Life Outside My Comfort Zone": https://www.amazon.co.uk/dp/1794103422

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/

Welcome to the world of Clienteling: it's a world where the brand manages the client relationship. It's an online/offline integration ecosystem that is alive in China, but the West has no equivalent. In the clienteling world, retail sales become online sales associates, and brands promote their products directly to the customer database, all possible thanks to WeChat.  Aurelien Rigart, managing director and co-founder of Shanghai-based digital transformation consultancy IT Consultis (ITC), takes us on this journey. When will Clienteling come to the rest of the world?
Listen and discover!

1.  What are the biggest challenges for foreign brands embracing digital transformation in China?
2.  Is there an equivalent to the Chinese ecosystem in the West?  Will WhatsApp catch up?
3.  Is Clienteling only for luxury and high-end brands? Will it work for FMCG?
4. How do you calculate ROI in Clienteling? Answer: It depends
5.  Are there more luxury buyers, or have luxury brands kept their loyal followers?
6.  Who owns the data in a Clienteling relationship?
7.  Is there a separate Clienteling app for store personnel, or do they all connect through WeCom?
8. How do the stores get involved, and what's the social media connection?
9. Is Xiaohongshu more for awareness and WeChat more for the bottom funnel?
10.  I don't have much money; where do I start?
11. Why are brands still behind in digital transformation? It's China!
12. Should the CRM manager run the sales department?
13. A/B Test: Ye all the way! (sorry, Taylor)


Aurelien on LinkedIn:  https://www.linkedin.com/in/aurelienrigart/
About IT Consultis:  https://it-consultis.com/
Clienteling White Paper: https://it-consultis.com/blog/empowering-digital-transformation-for-elevated-clienteling-in-china/

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

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/

What opportunities exist for Chinese brands post-Olympics?  In this world of micro-targeting and community building, smaller brands can take advantage of sponsoring Chinese athletes who may not be as expensive as sports celebrities like Eileen Gu. Did the Paris Olympics help break China's overseas travel slump?  Ali and Bryce take a China marketing take on the recent Paris games.

1. Opening Ceremony: Was it successful for a social media audience?
2. Will the Paris Olympics encourage more Chinese to travel abroad?
3.  Ali talks about Yili Milk and his POV on their alternative sponsorship strategy
4.  Social media advertising Olympics vs. CCTV 5 advertisements
5. Sponsoring Olympics vs. Sponsoring Athletes - another win for Nike
6. Can micro-targeting and niche' marketing take advantage of lesser Olympic stars?
7.  How long can China Olympics winners maintain brand power potential?
8. Chinese brands using international sports stars: global expansion or Chinese association?


Ali's article in Campaign Asia: https://www.campaignasia.com/article/brand-health-check-will-yilis-meme-marketing-continue-to-succeed-post-olympics/497815

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

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/

In 2023, over 1 million Chinese students went abroad to study, and this number is increasing as the job market sours back home. Today, we speak with Sydney-based Jimmy Lim, co-founder and Managing Director of AIG Education Group, about the Chinese overseas education phenomenon and why it shows no signs of slowing down. AI will come into play in the application process as Australian universities are now flooded with applications. 

1. Why is Australia still popular for Chinese students studying abroad?
2. Who is applying? What are the roles of the international schools in China? 
3. How do you get into a competitive program in Australia?
4. Are they coming from the Chinese Gaokao or the "international track school"?
5.  How important is a "ranked university" in China?
6. Why is Australia restricting the number of international students?
7.  is international education important in China, given increased competition?
8. How is AI going to improve the education recruitment process?
9. How will new AI tools change how Chinese students prepare for university?
10. Why do Chinese parents still use consultants to help their children get into university?
11. How can international schools in China do better to prepare students?
12.  What are the biggest educational AI innovations coming out of China?

Jimmy on LinkedIn: https://www.linkedin.com/in/jimmylimaig/

About AIG Education:  https://www.aigeducation.com/

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

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/

What's the new evolution of Chinese e-commerce, and why will it impact how Westerners shop?

Ali and Bryce discuss China's new livestream e-commerce transformation. It has evolved from the days of the big livestreamers to hundreds of thousands of mini-livestreamers competing for attention with only several hundred viewers. This evolution is happening on Douyin, TikTok China's cousin, which has used its sophisticated algorithm to serve just-in-time content that intuitively knows what you might just want to buy.

1. Overview of Bryce's recent trip back to Shanghai
2. Who did Bryce interview for his live stream study? What were some of the key findings?
3. What channels do they use to engage live stream commerce?
4. Why are people gravitating towards Xiaonhongshu and Douyin?
5. The growth of mini-livestream influencers (and the decline of the big players)
6.  How do mini-influencers disrupt the mass influencer model in China?
7. The importance and definition of authenticity in live streams have changed.
8. What do people buy on Douyin, and what's the role of brands in this space?
9.  How do brands make money on Douyin/TikTok these days?
10.  Will Livestream 2.0 Commerce impact the West?
11. What will happen when we have AI influencers?  Will this impact China's live stream experience?

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

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/