Eastbound Insights: Marketing in China
Welcome to Eastbound Insights: Marketing in China, your ultimate guide to navigating the complexities of one of the world’s most dynamic markets. Hosted by a seasoned duo, this podcast offers in-depth discussions inspired by the marketing expert Coolio Yang and his team.
Coolio brings unmatched expertise, having served as the Vice President of Ogilvy and the Greater China CEO of Kantar’s media division. Alongside a co-host, he unpacks the trends, challenges, and opportunities that define marketing in China today.
Whether you're a Western brand owner or a global marketer eager to tap into China's potential, you’ll find actionable insights and candid conversations here that you won’t get anywhere else. Tune in and elevate your China strategy with Eastbound Insights!
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Hosting provided by SoundOn
- Update frequency
- every 14 days
- Average duration
- 16 minutes
- Episodes
- 15
- Years Active
- 2024 - 2025
AI Agents in China: Reshaping Marketing Agencies – Quality, Aggregation, and a Split Future
This episode dives deep into a question making waves in China's marketing circles: “If AI Agents can do what advertising agencies do, what will be left for you?”. This isn't just a humorous remark; i…
Branding: The Art of Strategic Pruning
In this thought-provoking episode, we dive deep into a surprising revelation from a high-end headhunter's job ad: a Chief Marketing Officer position explicitly stating, “This position does not involv…
The New Gravity of China’s E-Commerce
Get ready to navigate the new era of China's e-commerce! This episode dives into the key shifts happening in 2025, moving beyond chasing pure scale to focusing on "competitive gravity" – retaining th…
Beyond Income Brackets: China's "Spiritually Middle Class" Consumer
Are you struggling to understand the modern Chinese consumer? This episode unpacks the concept of the "Spiritually Middle Class," a mindset that transcends traditional income brackets and is shaped b…
Now Is a Smart Time for Brands to Revisit China
Is China still a viable market for international brands? This episode dives into a fresh perspective on the Chinese economy in 2025, a market that has seen significant structural shifts and macroecon…
Two Months In: What Foreign Exporters and Investors Need to Know About China 2025
Keen to get the lowdown on doing business in the Middle Kingdom this year? In this episode, we unpack the latest insights for foreign exporters and investors navigating China's evolving economic land…
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'…
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…
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, su…
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 inte…
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…
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 bui…
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…
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…
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 ch…