China, WTF?‪!‬ Qumin

In this episode, Arnold Ma chats to Bessie Lee, formerly the CEO of WPP China and Group M, a China marketing guru in her own right, about her experience, tips and predictions of doing marketing in and to China.

Arnold addresses 3 main topics: The difference between Chinese and Western marketing (strategy), Chinese creativity, and marketing technology in China and the West.

Bessie, currently the Founder and CEO and Angel Investor of Withinlink, a China-based start-up incubator and early-stage venture fund has over 30 years of experience in the media communications industry in Greater China, exclusively across a number of WPP companies. As CEO of WPP China, beginning in 2013, she was responsible for 14,000 employees and more than $1 billion in annual revenue.

Timestamps:

0:38 An intro to Bessie and her extraordinary career

6:30 Who censors and what do they censor? The shift of censorship from the Chinese government to the Chinese people.

9:54 Is there a difference between marketing in China vs in the West? (Marketing principles vs platforms and innovation)

14:08 How consumers in Beijing and Shanghai are different to those in lower-tier cities

15:04 Why China presents the unique opportunity to re-start a brand from scratch

16:02 The difference between Western and Chinese decision-making processes and why China is ahead of the game

19:15 Advice for smaller brands entering China

22:15 China is no less creative than the West – what is Chinese creative?

23:51 China’s absence from Cannes Lion and why the West should broaden their categories and go to China to discover Chinese creative

27:00 Why there should be more Chinese award entries and Western brands should work with Chinese agencies to create outstanding work

28:05 The challenges with marketing technology and integrating data in China 

28:27 Why the biggest obstacle to innovation is not data or technology, but it’s people and their relationship with change and automation

31:28 Why there has been a lack of change and automation in the agency industry in the last 40 years

33:26 Why appointing a Chief Technology Officer is a big mistake and the responsibility to innovate should lie within everyone in the business 

34:12 The most disruptive MarTech in China right now: Bessie’s example of a Chinese marketing research technology that can save you months, even years

39:39 Why brands often go with the safe choice, not the right choice 

41:54 What’s the future? Why Chinese AI is a “national movement” and the biggest thing to watch out for in 2020

If you like this episode, follow us/subscribe for more. You can also watch the full video on YouTube: https://youtu.be/_DdGtNyAgbM
Feel free to contact us on China.WTF@qumin.co.uk with comments, thoughts and suggestions.  

China was an innovation and tech powerhouse in 2019, with many trends emerging ready for the new decade.
This episode is all about what marketers looking to China should watch out for in 2020.

Host Arnold Ma chats to Thomas Nixon (Qumin Co-Founder) and Louisa Loehrig (Qumin’s Marketing Manager) about 3 pillars in particular: people, technology and how these affect marketing.

The keywords are: Lower-tier cities, 996, health&fitness, sustainability, traditional values vs modern expectations, short video, live streaming, facial recognition, 5G, from influencers to creators

Timestamps are:

01:04 The rise of consumer spending power in lower-tier cities (xiachen) and what makes the people in smaller cities different to those in Beijing and Shanghai 

05:08 996 working culture, the power of having spare time and the emergence of the night-time economy 

09:15 The new availability of products and saturation of top tier cities

11:50 Why the Chinese people have made health, entertainment and fitness the biggest growth sectors in China 

14:00 Sustainability - why people are starting to care, but why it must be 'top-down', but then people are starting to care 

16:52 “Your health is the most valuable thing in the battle for success” - Why in 2020 the Chinese are returning back to cultural values

19:08 Traditional values vs modern expectations and the rise of uber-confident, self-expressive young Chines people 

19:35 Tech
19:48 Short form video really took off in 2019 - why it is so popular?

22:56 Creativity and the willingness to experiment is the key to a whole new array of content coming from China 

24:36 Live streaming – not just for e-commerce (e.g. on Taobao) but also reviews (e.g. Xiaohongshu) and knowledge-based platforms (e.g. Zhihu)

25:58 Facial recognition in East and West and the ethical dilemma – should you scan your face to get the tube?

29:24 5G and why it is not just about the increased download speed, and more about what kind of tech it opens up

31:35 Marketing - from influencers to creators and why ‘followers’ are no longer a metric 
32:52 Why influencers are creating and selling their own products and co-branded content is more important than ever

35:59 Why you should view China as a continent and not a country and how hyperlocal campaigns can help brands reach consumers in lower-tier cities


If you like this episode, follow us/subscribe for more. You can also watch the full video on YouTube: https://youtu.be/jL6qcDsC6BQ
Feel free to contact us on China.WTF@qumin.co.uk with comments, thoughts and suggestions.  

Happy 2020 from all of us at Qumin!

Football has climbed its way up to second place in China’s favourite sports. With over 300 million Chinese football fans and counting, China has become a hot market for international club managers. 
This episode is not just about Football and Sports Marketing in China but also has a special focus on Chinese fans: how to resonate with them, entertain and, ultimately, win their respect. 
Host Arnold Ma chats to Tom Nixon, Qumin’s Co-Founder and Client Services Director, who originally learnt Chinese to become a football coach in China, and New Business Executive Sean Ekon, a registered football agent for the FA. 


Tune in for: 
01:36 When football was still new in China  
05:00 Tom’s China story and why he didn’t end up opening a Chinese takeaway 
08:50 Sean’s China story 
11:15 The development of fan culture in China and why ‘translating’ no longer equates to ‘localising’ 
15:10 The fine line between being respectful and offensive  
16:35 Chinese fans’ lack of patience 
18:02 Gaining reach, resonance and reaction from Chinese fans 
20:14 How to avoid being orientalist by tapping into everyday culture  
25:27 Sponsorships or programmatic advertising? – Short- vs long term strategies 
28:20 Why great creative work requires good clients – Watford FC’s brief for Qumin 
29:20 Fake engagement in China’s football industry and the West’s transition from metrics to meaningful connections 
30:40 The best platforms to generate real engagement and commercial return: WeChat vs Douyin (TikTok) 
34:00 Qumin’s Manchester United campaign (culture, social CRM, gaming, and Manga) 
41:03 Understanding people and cultures – the only way to stand out as a Western brand in China  
42:33 Why the target audience for football clubs is the same as for any other industry 
44:10 ‘Playing it safe’ in China vs wacky cross-industry collaborations  
45:10 Street culture in China and its knock-on effect for the popularity of sports 
46:22 The difference between football and fashion influencers  
47:00 Building a football brand and creating true brand ambassadors to secure sponsorship deals and merchandising  
50:40 The French federation’s terrible Mid-Autumn Festival greeting 
52:00 Why football entertainment is understood differently in China  
 
If you like this episode, follow us/subscribe for more. You can also watch the full video on YouTube: https://youtu.be/2eOUEM4jUVg
Feel free to contact us on China.WTF@qumin.co.uk with comments, thoughts and suggestions.  

There are Chinese shoppers… and there are RICH Chinese shoppers. China now has more millionaires than the US and they are fast becoming an important target for Western brands. 
But how do these wealthy consumers tick? What do they care about, which marketing messages do they respond to and where? 
Qumin invited the one person who knows China’s high-end industry and people better than anyone: Sara Jane Ho. Sara has made it her business to educate the Chinese super-rich on Western etiquette through her finishing schools and her book, as well as her own TV-show which introduces Western lifestyles and celebrities to Chinese audiences. 
Do you know how to pronounce ‘Versace’ or how a game of Tennis is scored? Of course you do – tune in to hear why it matters and what this has to do with your new understanding of rich Chinese consumers.

Arnold Ma, founder and CEO of Qumin, chats to Sara about:
00:58 Sara’s story and her affiliation with Marc Zuckerberg
03:00 2012, the year Chinese people began upgrading their lives to become citizens of the world
04:19 How Sara, in line with the Chinese government’s vision, re-defined the meaning of ‘etiquette’ in China
08:54 Can social disposition change fast enough to catch up with economic growth? 
11:20 What drives the purchasing decisions of high net- individuals (Brand heritage or quality)
12:08 Demographics of Chinese millionaires and why they are different to those in the rest of the world 
15:00 What rich Chinese people spend their money on (Home design, brands, cosmetics or self-care)
16:28 Will Chinese people stop buying flashy luxury brands and pay more attention to quality and craftsmanship? From peer approval to self-gratification
18:00 Why short video platform Douyin (TikTok) and review/lifestyle app Little Red Book (Xiaohongshu) have become essential marketing tools to capture the attention of high net individuals 
22:00 The best foreign brands in China and why they are successful
24:31 Where Sustainability stands on Chinese consumer’s priority lists
26:10 The rise of affordable luxury 
28:24 Why Chinese people are starting to look domestically for luxury products (Bosideng example) 
30:21 What Chinese brands can learn from Western brands 
32:44 What’s The Future?! Is the Chinese growth is slowing down and do brands need to stop relying on Chinese consumers? 


If you like this episode, follow us/subscribe for more. You can also watch the full video on YouTube: https://youtu.be/L0JUTDTSx0M 
Feel free to contact us on China.WTF@qumin.co.uk with comments, thoughts and suggestions. 
 
Our next episode will be on Football and Sports Marketing!

Welcome back to the only podcast to ask: China, WTF?! What’s The Future?
In this episode, we chat about Douyin, China’s hyper-developed TikTok twin. It is no secret that short-form video is taking over the world and that brands need to jump on the social train, so now is the right time to be looking at Douyin when you’re thinking about China marketing. 
Although Douyin and TikTok are owned by the same Chinese giant Bytedance, they are rather different in many ways. We touch on the different features and focus, as usual, on the people that use Douyin, their user behaviour and how that influences the content on the platform. Of course, brand strategies and monetisation models are also introduced. 
Here are some time stamps for reference:
02:00 Differences between TikTok and Douyin
03:10 The figures on short form video in China
04:28 Douyin’s AI and interest-driven content feed
07:24 China’s other popular short video platforms (Kuaishou, Xigua, Huoshan, etc.)
08:19 Kuaishou and the competition between Tencent (WeChat) and Bytedance
10:49 Difference in content and users on Douyin and TikTok
14:13 User motivations (‘Uses Gratification Theory’) and clever ‘undercover’ adverts
16:34 Seamless E-commerce on Douyin: ‘see now buy now’
19:02 The future of social media: combining the best part of social media and the best part of e-commerce
19:46 Influencers / ’content creators’ on Douyin and how to work with them
21:49 Meritocracy and the global influencer movement from lifestyle and commentators to talent and creators (led by Douyin)
25:26 The importance of Douyin search, trends and rankings
27:37 Paid media and monetization of platforms in the West vs China
29:11 Brand accounts and stores on Douyin (low barrier to entry)
31:02 Myths and huge missed opportunities: You needn’t focus on WeChat and Weibo and pay to play - Douyin is a good platform to gain organic traction
34:09 What’s the future?! Influencer fraud and click farms, platform competition and innovation

If you like this episode, follow us/subscribe for more. You can also watch the full video on YouTube: https://youtu.be/QNcRZIJvFTc  
Feel free to contact us on China.WTF@qumin.co.uk with comments, thoughts and suggestions. 

The next episode will be on wealthy Chinese consumers!

Welcome back to the only podcast to ask: China, WTF?! What’s The Future? 
Arnold Ma, founder of Chinese creative agency Qumin https://qumin.co.uk/, gets to the bottom of what tomorrow may look like, globally, by dissecting China's today. The podcast focuses on Chinese tech disrupters, people and cultures.
In this episode, we shine a light on the millions of Chinese people living overseas and highlight their value to Western brands. We invited Vera Wang to share her own experience of living abroad and working with Western brands.
With a million followers across social media, Vera Wang aka WG Empire is a famous Chinese Influencer living in NYC. Aside from being nominated the first Chinese blogger in the US, she created her own public relations company ‘WG Empire’ and recently launched ‘Verified’, a brand that showcases Chinese designers to the world. Her goal is in line with Qumin’s: Connect China and the West. 


Topics include:
00:36 Vera’s move from China to New York and her journey as the first Chinese blogger in America
02:28 Being a Chinese blogger in 2012 (Qumin was founded at the same time) 
04:10 Bloggers are ‘free’ brand consultants
06:15 Chinese people in China value the authentic stories provided by Chinese bloggers abroad 
10:00 How brands can ‘dip their toes first’ before they go into China
11:33 Three key myths about (overseas) Chinese consumers: they care about lanterns, dragons and red envelopes, they don’t use Instagram or YouTube, they only notice marketing that’s in Chinese 
15:50 The need for different marketing strategies for Chinese people in and overseas Chinese 
17:07 Why on the ground teams are essential when marketing to Chinese people in China 
23:55 The creative industry in the West vs technology innovation and service design in China 
26:48 Brands can be more experimental with overseas Chinese, as they are more open to different beauty standards
27:26 Although Chinese people are still very traditional culturally, China isn’t behind – it’s just different, and changing rapidly 
28:13 Brands should tap into existing cultural tensions 
29:57 More people are going back home to China and becoming advocates 
31:27 Being Chinese is a USP for Chinese bloggers overseas
 
If you like this episode, hit subscribe for more and follow 'Qumin' on LinkedIn for the latest updates. 
You can also watch the show on YouTube:https://www.youtube.com/watch?v=qSCZyPj532E&feature=youtu.be