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China is the 2nd largest economy on the planet, yet it's the most difficult to enter and manage well for foreign brands.

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Podcast Episode's:
Rebecca Fannin | The Race for Technology Supremacy & Alibaba Life After Jack Ma
Today on The Negotiation, Rebecca Fannin discusses the globalization of leading Chinese tech companies such as Pinduoduo, TikTok, Xiomi, and DJI. She has gained a deep understanding of the rapidly-evolving business landscape in the country, having interviewed the likes of Jack Ma, Robin Li, and many others back when their now-globally recognized brands were still in their startup days. Out of these interviews and personal experiences working in the country, Rebecca published her first book in 2007, Silicon Dragon, and has since published two more books: Startup Asia (2011) and Tech Titans of China (2019).
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Shawn Graham | From Politician to Chinese Business Consultant & The Importance of Building On-The-Ground Human Relationships in China
In this episode of The Negotiation, we speak with the 31st Premier of New Brunswick, Shawn Graham. Since leaving office Shawn has dedicated his career to a focus on China working with a number of businesses in China both as a partner and as a consultant to China-focused enterprises. We look back at his time as Premier leading trade missions to China, welcoming trade missions from China, and reflects on how amazed he is every time he sets foot in China how fast their economy is growing, and the challenges Chinese manufacturers face as their quality of goods begin to match and in cases exceed the quality of their international competitors.
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Doug Pearce | Chinese Megabrands, Agency Pitching Best Practices, & Using KOLs and Social Marketing in China
On this episode of The Negotiation we have Doug Pearce, the CEO of Doohken Network, based in Shanghai China, a company driving change and digitization in the China outdoor advertising industry. Doug is the former CEO of Omnicom Media Group for Greater China and is likely the only person to have run a creative agency (Leo Burnett), Media Agency (at a brand level with Starcom MediaVest Group and holding company level with Omnicom) plus a Consultancy business with Accenture, and now a start-up in the ad tech media owner space. He’s been in China since the mid-2000s and has an absolute wealth of ad and marketing experience to share so we hope you enjoy it!
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William Bao Bean | China's First Startup Accelerator, The Chinese Entrepreneur's Modus Operandi, & SOSV's Asia Investment Thesis
On this episode of The Negotiation, William Bao Bean discusses what makes China one of the most competitive markets in the world. He points to the quick adoption of new technologies—particularly artificial intelligence—as one of the main drivers of the country’s economic growth. We talk about entrepreneurship in China where William says it's like "Lean Startup with Chinese characteristics", the angel investment landscape in China, and what he means when he says China is a "mobile-first, mobile-only" digital economy.
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Bessie Lee | 3 Decades of Marketing in China, Marketing Technology Startups, and How AI Is Disrupting it All Everywhere
On today’s show, we talk with Bessie Lee, former CEO for WPP China, a company she spent 27 years with, and Founder at Withinlink, a China-based startup incubator and early-stage venture fund focused on marketing technology for China’s advertising, media, and communications industries. On today’s show we cover a lot of ground, discussing the 3 decades of marketing and advertising that Bessie was witness to during her time with WPP, the work she is doing now helping martech startups, how the China market is actually similar to it’s Western counterpart, and how AI is disrupting the marketing industry in China and abroad.
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Elizabeth Campbell | PPC West vs. East, Forming Chinese Marketing Teams, and the Value of Custom Built China Data Analytics Software
In this episode of The Negotiation, we talk with Elizabeth Campbell, Senior Director, Global Marketing Communications @ Kollmorgan, discussing her experiences working in marketing and communications within the Chinese market. Elizabeth considers the building of their digital marketing capabilities to be a “critical part of the overall growth strategy” for success in China. We dive into the pay per click differences between the west and east; we talk about her experiences building on the ground marketing teams in China right down to the job description and discuss how data is gathered in China and leveraging custom-built analytics software to translate it.
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Sally Zhang | A Masterclass in Dominating Alibaba's Taobao eCommerce Platform
In this episode of The Negotiation, we talk with Sally Zhang, VP of E-commerce here at WPIC Marketing + Technologies. Sally knows e-commerce in China, especially Taobao, given she is one of a select few of Alibaba’s hand-picked “Taobao Lecturers” teaching vendors on Taobao how to run their stores successfully. Naturally she speaks at length on Alibaba’s recommendations to drive e-commerce on their platforms, but we also spoke a great deal about this year’s record-breaking Singles Day and the most effective tactics that both brands and the ecommerce platforms were using. We also spoke about trends in the changing Chinese consumer profile in just the last 12 months alone and where she sees future changes ahead. We also look ahead to 2020 and what we can expect from the next big shopping time of the year in China, Chinese New Year.
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Jordan Rosenberg | Unpacking China's Relationship With Bitcoin, Blockchain, and Cryptocurrencies
On today’s show, we talk with Jordan Rosenberg, a blockchain consultant who spent 10 years in China and is now based in South East Asia. Jordan was kind enough to come on the show to help us unpack the relationship China has with blockchain and how unique it is given the state of banking and China being a mostly cash-less society. We talk about digital payments and their impact on bitcoin and vice versa, as well as why China has been the front-runner in bitcoin mining as well as the global leader in producing the hardware to do so. We also discuss how or why the value of the renminbi might be a part of the frothiness of cryptocurrency valuations globally, and what the future of blockchain and bitcoin looks like in China. I hope you enjoy it.
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Singles Day Recap with Hao Lin of Alibaba Cloud & Joseph Cooke of WPIC Marketing + Technologies
We pulled this episode from a recent webinar we did with Hao Lin, Head of Channel and Strategic Initiatives at Alibaba Cloud, and Joseph Cooke, President of WPIC Marketing + Technologies. We spoke about opportunities for global brands in China, the process it would need to undertake, what an ICP license is etc, as well as the broader trends that are being seen in the market today and how technology is impacting them. We then shifted gears into talking directly about singles day and some of the trends we saw there as well as some of the winning tactics brands used to be successful.
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Mathias Chaillou | China's Video Platforms, Risk Tolerance of Chinese Brands, and the Changing Agency Landscape in China
In this episode of The Negotiation, we talk with Mathias Chaillou, a man with 2 decades of experience working for large multinational advertising groups like Carat, much of which was in China, and is now Global Head of Strategic Operations for Zenith, a Publicis company. On today’s show we discuss how China’s video platforms like Youku, QQ Video and iQIYI not only differ from YouTube and Netflix but also surprisingly dwarf them in viewership, the formula for successfully securing business in China as an agency, the risk tolerance of Chinese brands and how it’s changed over the years, and how the agency model is changing in China.
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Todd Embley | Being An Expat Entrepreneur, Building Asia's First Tech Accelerator, and VC Investing in China
In this episode the tables are turned and Joseph Cooke, CoFounder and President of WPIC Marketing + Technologies, takes on the role of host and puts regular host Todd Embley on the hot seat. Todd talks about launching and growing Chinaccelerator, Asia’s first and most successful tech accelerator, what the startup landscape looked like in China from 2008 to 2016, why WeChat was the greatest tool that could have been invented to help startups scale quickly, and the massive difference in how a China-focused startup spends a series A versus those in the West.
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Leif Rogers and David Noel | Major Sports Brand Building in China, the Rise of Health and Fitness, and the NBA Tweet to Forget
On today's episode of The Negotiation I’m speaking with David Noel and Leif Rogers, Partners and CoFounders of Red Phoenix Entertainment, a firm that bridges American sports and entertainment with emerging markets by connecting sports stars, celebrities and musicians, with global companies and brands, helping to expand sponsorships, branding and market presence across Asia for American brands, stars and sports and vice versa. In this episode we discuss the opportunity available to sports brands, and the sports themselves, that’s present and clear in the China market, how they help purely domestic Chinese corporate entities build presence in America though sporting sponsorships, the importance of using agencies to go cross-border as a local market sherpas, and their 5 tiers of brand building success.
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Milo Chao | Auto vs. Infant Milk Powder Industries, the Importance of CSR to Brand Building, and Investing in Customer Service for Chinese Consumers
On this episode of The Negotiation, we welcome Milo Chao, formerly with TBWA China for over 4 years and an Expert in Residence at Chinaccelerator, and now the Co-Founder of Chao and Cao, a Shanghai-based strategic advisory firm established to help foreign brands grow locally and Chinese brands grow internationally. Milo has over 2 decades of marketing and branding experience, much of it in China, which inevitably led to this becoming our longest episode to date. We thoroughly discuss many aspects of China market entry, covering the difficulties of marketing in the auto industry to why the infant milk industry was surprisingly easier. We also talked about whether Chinese consumers care about a brand’s CSR activities and social impact status, the importance of maintaining or even investing further in customer service resources for China, and why brand’s need to invest in revamping their customer profiles from the beginning and re-learning customer empathy for the Chinese market.
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Rob Arthurs | China Import Regulations, Chinese Consumer Buying Cycles, and Using Free Trade Zones Effectively
On today’s show, we talk with Rob Arthurs, President of Robert Arthurs International, an International matchmaking firm that specializes in matching International inquiries in the agricultural space to North American companies, and helps North American companies penetrate foreign marketplaces like China with their products. Rob focuses his efforts on what he calls Agri-food, and we discuss the struggles involved in this commerce niche, as well as the buying cycle in China, and why brands should look to enter China through one of the country’s 18 free trade zones.
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Alex Duncan | Exploring the Social Media Landscape in China and the Importance of Quality Content
On today’s show, we talk with Alex Duncan, Co-Founder and Product Lead at KAWO, a platform that helps global brands be loved on social media. We deep dive into the various social media platforms, how each is being used by brands today, and the importance of quality content creation.
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Elliott Zaagman | Trends from US Listed Chinese Companies and Building Partnerships in China
In this episode of The Negotiation, I speak with Elliott Zaagman, Co-Host of the China Tech Investor podcast and full-stack media producer, executive coach, and international PR consultant. Today we discuss trends in China derived from stock market activities, why so many Chinese companies choose to list on American stock exchanges, and how foreign brands can better prepare themselves for partnering with Chinese companies.
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Stephen Drummond | China Market Complexities That Drive Brands to Reboot Timeless Creative Strategies
In this episode of The Negotiation I speak with Stephen Drummond, Owner/Operator of Campaign Coach China, about working and living in China’s heavily monitored internet ecosystem, market complexities driving brands to reboot tried, true and timeless brand creative strategies, and why foreign brands must work harder now that the cache of being foreign is quickly evaporating.
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Charles Lavoie | Vodka, Hockey, and Blending History With Pop Culture to Build a Brand Identity in China
In this episode of The Negotiation I speak with Charles Lavoie, Brand Strategist at PBB Creative, about launching an Italian Vodka brand in China, helping hockey become popular there, and why the best brand-building strategy should be a blend of China’s deep historical roots and beliefs and today’s pop culture and social media phenomenons.
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André-Philippe Chenail | The Multi-Sentimented Business Landscape in China and Their Leap Forward in Sophistication
Today we speak with André-Philippe Chenail, former Quebec Chapter Director of Canada China Business Council and Candidate for the St. Jean riding for the Green Party of Canada, speaking about the role of the Canada China Business Council in helping cross-cultural business relations and his time running both the Shanghai and Quebec offices, China’s leap in sophistication, and what he’s seeing as the most important trends in the China business landscape.
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Jacob Cooke | Singles Day, November 11th, the Largest Shopping Day of the Year
Today on The Negotiation, we talk with Jacob Cooke, Co-Founder & CEO of WPIC Marketing + Technologies, discussing the largest single shopping day in the world, Singles Day, that eclipsed $30 billion in sales last year in a 24 hour period. Jacob helps us break down exactly what Singles Day is in China, how it works, and gives his expert advice for companies who want to be able to take advantage of this remarkable eCommerce extravaganza.
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Michael Zakkour | Explaining "New Retail" and Cultural Dexterity in the Chinese Market
Today on The Negotiation, we talk with Michael Zakkour, Vice President of Asia and Digital International for Tompkins International, a global consulting firm focused on digital commerce, retail, and consumer products, and also the author of "New Retail: Born in China, Going Global.” Today we discuss why it's so important to deeply understand China's culture, history, philosophy, and language especially with regards to your target market and what new retail is, and why China is leading the global charge.
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Phillip Beck | Look-a-Like Data, Managing Bad PR, and Capability Mapping
Today on The Negotiation, we talk with Philip Beck, Chairman of Dubeta, discussing lookalike data, managing bad PR, and capability mapping. Having done business in China since 1995, Philip has a pulse on the country’s startup culture. Today, he shares his knowledge on how brands can digitize their operations in China, and then reach, resonate with and serve potential consumers.
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Jacob and Joseph Cooke | Big Data in China and Branding Through Experience not Presence
In this episode of The Negotiation, we talk with Canadian brothers Jacob and Joseph Cooke, the founders of WPIC Marketing and Technologies. We talk about WPIC's humble beginnings in Beijing, the difference between managing a web presence and offering a digital experience, and why data is the key to winning in China.
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Amanda Liu | Data, Analytics, and China's Social Media Landscape
In this episode of The Negotiation, we talked with Amanda Liu, Product Manager for Chinalytics, discussing data and analytics, traffic acquisition strategies for B2B and B2C, and the incredible power of China's social media networks.
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David Sullivan | Winning and Losing in China
On our inaugural episode we talk with David Sullivan, Managing Partner at Deo Navillus Global Solutions, about winning and losing in China, and what every brand needs to take care of on the home front before they make the leap into the digital Middle Kingdom.
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The Negotiation With Todd Embley
Executive Producer and Host of The Negotiation, Todd Embley, breaks down what the show is all about in under 60s.
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