PODCAST · business
Marketing China
by Coolio Yang
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
Episodes
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Structural Trap of Outsourcing Marketing: Why Agencies Can't Buy You Brand Wisdom
In this episode, feature author Coolio Yang—former CEO of Kantar, former Vice President of Ogilvy, consulting firm founder, and active LinkedIn contributor—examines why executive complaints about marketing teams "just handing everything to agencies" are rarely a talent problem. Drawing from...
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Why Fractional CMOs Save SMEs
In this episode, we break down a game-changing blueprint for modern marketing leadership, heavily grounded in the industry insights of Coolio Yang (founder of Coolio Yang & Consultants, former CEO of Kantar, and VP of Ogilvy). For most SMEs, hiring a seasoned, full-time marketing head is an...
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The Revenue Audit: Is Your Business Model Built on Customer Forgetfulness?
What happens to your P&L when your customers actually start paying attention? In this episode, we explore a seismic shift in global pricing strategy triggered by China’s radical new transparency laws and a quiet retreat from flat-rate subscriptions by AI giants like OpenAI and GitHub. For years,...
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Inside China's Ad Rebate System
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 important structural feature of Chinese media buying: Fan Dian (返点), or the ad rebate...
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The "Two Husbands" Disaster: Inside OPPO's Mother's Day Marketing Crisis
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—featuring the controversial tagline "My mom has two 'husbands'"—quickly...
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Beyond the Dark Forest: The End of Machiavellian Marketing in China
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, fabricated reviews known as "water armies," and big data price discrimination to...
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Redefining Festival: Why 19 Million People Didn't Go Home for Chinese New Year
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 with this topic on social media—not as a protest, but as a quiet revolution in...
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When Agencies Become Banks: The Dark Side of Media Buying in China
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, where GroupM executives are facing charges and commission rates have...
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The Death of the Service Fee: A Marketing Gamble
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 away from guaranteed service fees to embrace a "zero fixed fee" model. We...
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China Marketing 2026: The 8 Survival Skills
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 talent gap has emerged: effective marketers must now be equal parts...
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Why Brand Crises Explode in China and How to Build Resilience
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 and Chinese brands. What starts small can reach millions within hours. We…
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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; it reflects a widespread anxiety and a genuine turning point in how marketing services are...
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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 involve branding”. Our expert, Coolio Yang, unpacks what this seemingly simple line truly signals – a...
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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 the right users. We explore how internet user growth has plateaued, making retention the new power....
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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 by digital immersion and aspirational lifestyles. We delve into the challenges this poses for...
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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 macroeconomic headwinds leading some to adopt a cautious approach. However, we explore why now could be a...
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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 landscape in 2025. Straight from the experts, we delve into Beijing's ambitious 5% GDP growth target…
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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'll explore how agencies are reconstructing creativity to drive innovation and boost brand messaging.…
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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 in this dynamic market. While email marketing boasts impressive ROI in Western markets, it falls...
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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, success hinges on understanding its unique nuances rather than solely relying on data. Instead of…
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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 international brands, exploring issues such as: ●Difficulty understanding proposals due to lack of...
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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 choose the perfect platforms for maximum impact. This episode is packed with actionable advice to...
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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 build lasting brands in the Chinese market." ●"This podcast examines the changing landscape of…
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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 know. We'll cover: ●The impact of special product categories and sensitive timing ●How to…
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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, emerging trends, and actionable strategies to help you navigate the complexities of China's...
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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 challenges and offer actionable insights to help businesses maximise their investment in this…
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ABOUT THIS SHOW
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
HOSTED BY
Coolio Yang
CATEGORIES
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Frequently Asked Questions
How many episodes does Marketing China have?
Marketing China currently has 26 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Marketing China about?
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...
How often does Marketing China release new episodes?
Marketing China has 26 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Marketing China?
You can listen to Marketing China on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Marketing China?
Marketing China is created and hosted by Coolio Yang.
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