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Hosted by Coolio Yang · 🇺🇸 US · EN · 23 episodes
Established thought leaders with verified media credentials.
Welcome to Marketing China (formerly Eastbound Insights) — your definitive guide to cracking the code of the world’s most dynamic and complex market.Curated by Coolio Yang, a seasoned industry veteran and former Vice President of Ogilvy and Greater China CEO of Kantar’s media division, this podcast delivers high-level strategic clarity for Western brand owners and global marketers.Doing business in China requires more than just a presence; it requires a deep understanding of unique digital ecosystems and shifting consumer behaviors. Each episode unpacks:China Marketing Strategy: Real-world playbooks for market entry and sustainable growth.Consumer Trends: Deep dives into the mindsets of Chinese Gen Z, silver economy, and middle-class consumers.Digital Ecosystems: Navigating platforms like WeChat, Douyin (TikTok), Xiaohongshu (RED), and Tmall.Expert Analysis: Candid conversations on the challenges and opportunities defining the Chinese market today.Whether you are an executive at
Coolio Yang hosts Marketing China, a business show with 23 episodes published.
Ever wonder why Chinese advertising agencies quote suspiciously low service fees, sometimes as low as 1–3%, while offering "discounts" that seem too good to be true? In this episode, we demystify the single most importan
In this episode, we dive into the spectacular 72-hour unraveling of OPPO's 2026 Mother's Day campaign in China. What started as an attempt to celebrate modern, multidimensional mothers with a nod to celebrity fan culture
For decades, China's digital marketplace was a "Wild West" ruled by a cold, hyper-pragmatic approach known as Machiavellian marketing. Brands acted as hunters, relying on dark patterns, addictive algorithmic loops, fabri
In this episode, we dive into a fascinating shift in China's consumer landscape: the "Not Going Home for Chinese New Year" phenomenon. Based on insights from Coolio Yang, we explore why nearly 19 million people engaged w
Did you know Adidas China allegedly lost a staggering $2.8 billion (19.5 billion RMB) to marketing corruption and kickback schemes? In this episode, we dive deep into the explosive scandal rocking the advertising world,
What happens when a marketing expert stops playing it safe and starts betting their own money on a client’s success?. In this episode, we dive into the disruptive world of Coolio Yang, a marketing consultant who walked a
Is your marketing team ready for the hyper-evolved, AI-accelerated landscape of 2026? The era of simply "writing copy, buying ads, and checking dashboards" is officially over in China. As we look toward 2026, a critical
Brand crises in China are no longer anomalies; they are part of the operating reality. In this insightful episode, we explore why a wave of sudden reputational and regulatory crises is escalating for both international a
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; it reflects a widespre
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 involve branding”. Our expe
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 the right users. We exp
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 by digital immersion a
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 macroeconomic headwinds leadin
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 landscape in 2025. Straig
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'll explore how agencies a
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 in this dynamic mark
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, success hinges on unders
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 international brands, exp
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 choose the perfect p
●"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 build lasting brands in
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Marketing China is hosted by Coolio Yang. The show is categorised under business and has published 23 episodes.
Marketing China has published 23 episodes.
Marketing China regularly covers business. It sits in the business category.
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