Jenny Chan

It's important to have people focused on the long term and talent dedicated on the short term who work together in the mix of marketing. Because no one can do both thought processes. You can't deliver long-term brand power if your target is market share in the next 12 months.

Every brand needs social blueprints that are always-on. What is your tone of voice on social? What is your visual identity on social? How do you express yourself on social? There are lots of campaign adaptations that need to happen as you cannot speak in a corporate way on social

A social-first strategy means you're not leveraging social only as a channel. Because people live their lives in real life and on social, thus a brand should too. Many brands think about social as a way to drive performance marketing or a host for assets to deliver conversions.

Agencies overseas serving outbound Chinese clients are complaining. Most ridiculous thing is they say contracts in Chinese supercede the English when they delay payments or add scope one-sidedly. “We should be flexible because we're all Chinese”. Minefield rather than goldmine?

Marketers/CMOs today are massively overwhelmed and are too busy to have time at work to read anything such as creative inspiration from outside. They rely on their inter-agency team with a new brief. If they do consume content, it's outside of work and because they are curious.

Innovation strategies are built on macro trends that have been already mapped for the brand until 2030, then exploring if we can create a solution that solves a consumer problem better than before, driven by the 6Ps. There's already 12 months of work that comes before comms.

Category leaders and marketing leaders at the same company have different jobs. For former, gross trajectory and profitability are looked at over 3 years. That role is to deliver the big bets and core innovations that will help the brand, less about communications or campaigns.

For folks in the business of servicing Chinese outbound brands, it's essential to cultivate talent that can that can handle 'immature' pre-international clients, understanding their pricing, operations, delivery models. Cos it's not open blue skies for Chinese firms politically.

Chinese outbound brands realise building factories assembling products with Chinese parts is no longer enough (eg iPhone in Indonesia). It’s a stark reminder that succeeding globally requires more than just exporting finished goods—it demands integration into local ecosystems.

Many markets now require Chinese outbound brands to work through local partnerships and investments, resembling the JV model that foreign firms had to do previously. It's a reversal of roles, as they now grapple with the same tough market entry dynamics once experienced by MNCs.

Without strong brands, outbound Chinese companies remain stuck in price wars, unable to raise prices even when overseas costs rise. For eg, in Singapore, Luckin Coffee mimics Starbucks' decor and charges higher prices. Singaporeans seeking cheap coffee would go to kopitiams.

Thailand and Indonesia contemplated small 'anti-China' tariffs due to the legitimate reason of a trade deficit with China, exporting less than they import. Even minimal tariffs indirectly signal alignment with U.S. policies on China, esp to western observers and Donald Trump.

A cheaper yuan will allow Chinese manufacturers to export more stuff. In the short term, this will front-load production and help give Xi a better negotiating position vis-à-vis Trump when he must agree to certain demands in exchange for favorable access to American consumers.

At the end of 2024, consumer confidence never recovered from its collapse in spring 2022. The urban and highly-educated population seems to understand that problems are rather deep. Plus, recent miniscule stimulus tools have not been sufficient to change China’s economic outlook.

RT @StephenMcDonell: Shutting down reporting on the horrible killings in #Zhuhai #Guangdong #China CLICK ON THE LINK BELOW TO WATCH… https…

RT @bbcchinese: 中国珠海的一座体育中心发生汽车冲撞人群事件，导致35人死亡、43人受伤，这是近年来该国发生的最严重的袭击案件之一。 警察通报称，嫌疑人在自残后仍然昏迷，调查显示其因为离婚后对财产分割结果不满，继而犯案。 BBC驻中国记者麦笛文（Stephen…

RT @manyapan: Happening on Twitter at the moment at a time of unrest/protests taking place in various places across China. When trying to f…