Weblog with daily updates of the news on a frugal, fair and beautiful China, from the perspective of internet entrepreneur, new media advisor and president of the China Speakers Bureau Fons Tuinstra
Showing posts with label Ashley Dudarenok. Show all posts
Showing posts with label Ashley Dudarenok. Show all posts
Hong Kong-based marketing guru Ashley Dudarenok discusses the way China’s market is different from the rest of the world in terms of platform, consumer behavior, and other elements of the crowded and fast-moving market. A debate on Vistatalks with Maria Coa.
Bridging cultures between Chinese and international companies is harder, now the golden age of foreign companies in China is over, says international coach Gabor Holch in an interview with marketing guru Ashley Dudarenok.
Branding expert Ashley Dudarenok, author of Innovation Factory: China’s Digital Playbook For Global Brands (September 2023), discusses with Pascal Coppens what global brands can learn from China. Business models from the USA, Germany, and Japan have left their footprint in business education. Still, the innovations coming from China have been left out of this business learning process, says Dudarenok, especially regarding ways to reach consumers directly.
China’s consumers are adjusting their purchasing habits and big players are adjusting their strategies to the search for cheaper products. Marketing expert Ashley Dudarenok looks at the changed strategy of Alibaba’s Taobao for the Double 12 festival, she says at marketing-interactive.
Marketing-interactive:
China has seen an abundance of huge shopping festivals over the years. However, the increasing dissatisfaction with complicated discount systems and the oversaturation of shopping events highlights a need for eCommerce platforms to innovate and align with evolving consumer preferences, said ChoZan’s Dudarenok…
The latest revamp also shows that Taobao is adapting to a change in consumer sentiment. Given the “general disinterest in shopping due to economic uncertainties” among Chinese consumers, shifting towards promoting value and affordability could serve as a strategy to re-engage customers and sustain sales, according to Ashley Dudarenok, founder of China digital consultancy ChoZan.
“Chinese consumers are also tired of the complicated discount systems. Taobao usually offers discounts through the “满减优惠” method (e.g, 50 yuan off for every 300 yuan spent),” she added.
By shifting its focus towards offering products of better quality at reasonable and affordable prices for consumers, Taobao’s move will benefit consumers as well as small to medium-sized brands.
Business analyst Shaun Rein is interviewed by marketing guru Ashley Dudarenok on the most recent developments, as consumer confidence in China is slowly recovering at the end of 2023. But because of the ongoing trouble with the US, and because US firms fear more counterproductive measures by US President Biden, there are still many bears on the road to economic recovery. China focuses more on domestic companies, as US companies retreat, and the global south turns decisively to China for support, he says.
Alvin Wang Graylin, interviewed by Ashley Dudarenok
Metaverse expert Alvin Wang Graylin of HTC explains to marketing guru Ashley Dudarenok how the 3D metaverse will change the internet, with China in a leading role, at Ashley’s weblog. Expect major unsettling developments in the upcoming 5-10 years.
Money as Energy: Investing Beyond the Balance Sheet
Ashley perceives money as more than a mere financial metric or symbol of success; she views it as a form of energy.
“Money is pure energy, money is nothing but energy. The energy is given to me not just to give me comfort… when I have a use case, I know what to do with this money, how am I going to contribute even bigger to the world.”
Her contemplation of money’s role is both philosophical and pragmatic, acknowledging the nuanced relationship women often have with finances. Ashley recognizes that cultural and familial influences deeply affect our financial mindset and behaviors from an early age, particularly for women, and how these can dampen financial aspirations. By conceptualizing money as “pure energy,” Ashley reframes the discourse from accumulation to purposeful distribution, from personal wealth to societal contribution.
Ashley envisions money as a means to empower and create positive change, transcending personal luxury to foster broader societal benefits. Her stance is clear: money is a vehicle for fulfilling potential and serving the community, not just an end goal.
Moreover, Ashley aligns her financial strategies with core values like enjoyment, value creation, and profitability. These principles guide her business choices, ensuring alignment with her identity and long-term vision. This approach marries personal satisfaction with business acumen, redefining financial success as the capacity to innovate, make a difference, and uplift one’s community.
Looking ahead, Ashley emphasizes adaptability and the pivotal role of education:
“The latest statistics said that a Gen Z in China today in their lifetime will likely change 12 careers… what do you need in order to be so agile? Education.”
She underscores lifelong learning as essential for thriving in an ever-evolving career landscape.
The Legacy of Empowerment
Ashley’s narrative weaves a vision where innovation is nurtured, diversity is embraced, and growth is relentless. The space she has created transcends the physical confines of her agency, fostering a mindset of empowerment that resonates with every individual she influences. Her story serves as a blueprint for change, a testament to the transformative power of asking the right questions. It is a journey of profound self-discovery that unfolds when one dares to pursue the answers.
Ashley’s path illustrates how curiosity can ignite passion and conviction. By challenging conventions and forging new templates for women in business, her leadership celebrates collaboration, mentorship, and talent cultivation. Ashley reframes limiting mindsets around gender and money, championing authenticity and education as drivers of success. With an unrelenting focus on growth and innovation, she leverages her expertise to guide brands into the complex Chinese marketplace.
Ashley’s courage to take the entrepreneurial leap, despite risks, ignites a call to action for others to fearlessly pursue their purpose and potential. Her inspirational journey empowers women to become trailblazers in their own right, turning curiosity into conviction.
“China’s rapid economic reinvention has been nothing short of miraculous, but that reinvention has faced criticism that the country is good at manufacturing but not at innovating,” said Ashley Dudarenok, founder of the China-focused digital consulting firm, ChoZan. “It’s clear that China has proven those critics wrong, and in Innovation Factory, we showcase how China has been able to jump into the digital age with less baggage with the game-changing mobile phone, do it at speed, and keep up the pace to get it where it is today.”
Hong Kong-based marketing expert Ashley Dudarenok dives into the lessons to learn from China and the future of retail in China, together with Kathryn Read. How did she start off in China, and evolved into one of the leading voices for both Chinese and foreign companies?
Social commerce is expected to grow exponentially until 2023 in North America, Europe, and Latin America, following the trends of market leader China, writes marketing expert Ashley Dudarenok. In Techn0de she describes three trends in social commerce brands have to know.
Ashley Dudarenok:
This year, it’s anticipated that social commerce will generate global sales of more than $1 trillion. And when it comes to social commerce, China is the market that stands out. Social commerce has expanded rapidly in the country, with a 40.25% increase in market size between 2021 and 2023. Between 2021 and 2025, the size of China’s market is anticipated to increase at a rate of 17% per year. …
Co-creating together with consumers is one of those trends, and Dudarenok looks at the example of Yili.
Brands can engage users on social media platforms by allowing them to interact or co-create engaging content as part of an effective strategy for increasing product promotion and awareness. This technique not only creates a user community but also increases brand visibility and engagement.
Take, for example, the milk brand Yili. Yili asked consumers to participate in a packaging design contest aimed at football enthusiasts to increase engagement and sales during the 2022 World Cup. Customers who spent a particular amount on items were entered into a lucky draw as part of the promotion.
As a result, visibility and sales increased significantly. The campaign received over 27.24 billion Weibo impressions and resulted in a 12.1% increase in sales, illustrating the potential of user participation and co-creation in brand promotion.
In light of this, fast-moving consumer goods brands can consider employing similar techniques by inviting consumers to co-create content during popular events, festivals, or marketing campaigns. This could involve a wide range of activities that tap into the creative potential of the consumer base.
While brands are rightfully intrigued by the power of streamers in e-commerce, they cannot replace traditional influencers, says branding expert Ashley Dudarenok in Campaign Asia. “While there was a time when brands favoured streamers over traditional influencers, as they thought streamers can sell, these days they know better,” says Ashley Dudarenok,
Campaign Asia:
While livestreaming may have transformed online shopping in China (according to research firm eMarketer, it generated sales of US$480 billion in China last year that are likely to jump 30% this year) experts say that in reality, collaborating with live streamers is a bit hit and miss.
“While there was a time when brands favoured streamers over traditional influencers, as they thought streamers can sell, these days they know better,” says Ashley Dudarenok, founder of ChoZan 超赞 and Alarice. “No matter how big, small, professional the external livestreamer is, they rarely deliver a positive ROI. Anchors are expensive. They work great for awareness, first time purchase, campaigns—after which it’s up to a brand to leverage and stretch the afterglow.”…
“Competition for eyeballs is fierce, it’s increasingly challenging to stand out,” says Dudarenok. “This leads to constant pressure to come up with attention-grabbing stunts or strategies, which rarely aligns with genuine and authentic content creation.” In one such stunt, a young male Chinese live streamer recently died after he was seen drinking excessive amounts of alcohol on Douyin, China’s version of TikTok. The streamer who went by the username of ‘Brother Three Thousand’ was reported to have drank at least seven bottles of baijiu spirits during a live stream, and was found dead 12 hours after his broadcast, Chinese media reported. His death, which was widely discussed on China’s internet, has led to calls for stricter rules for the country’s expanding livestreaming sector.
“Regulation is another concern,” adds Dudarenok. “Without clear guidelines and regulations, it’s often the Wild West with unsafe products and services, patchy after-sales services, and more. As the live commerce landscape evolves and matures, influencers, brands, MCNs, agencies are working together to shape what ‘good looks like’ for the next 10 years.”…
While livestreaming superhosts like Austin Li and Viya remain popular in China, brands are increasingly building up their own live stream channels instead of paying individual live streamers 40% to 50% of the revenue. “Brands prefers KOEs = key opinions employees to run the shows eight hours a day vs external anchors,” says Dudarenok. “Plus virtual hosts can also be a great way to complement the real human anchor at peak times, and fully substitute them during slow hours.”
China’s economic growth might have been lackluster post-Covid, but social commerce is the exception, even compared to traditional e-commcerce, says e-commerce experts Ashley Dudarenokin Dao Insights. “New sales channels are changing the way businesses approach e-commerce, and they’re adapting their strategies to stay competitive,” she writes.
Ashley Dudarenok:
The market for social commerce is only going to grow further in 2023. Indeed this market is expected to continue to expand, topping 1 trillion USD in annual global sales this year. And when it comes to which market stands out when it comes to social commerce, it has to be China.
China’s social commerce has increased significantly, with a 40.25% increase in market size from 2021 to 2023. Between 2021 and 2025, China’s market size is expected to rise at a 17% yearly rate.
While the size of the social commerce market did not rise as rapidly in other places as it did in China, regions such as North America, Europe, and Latin America are predicted to grow exponentially over the next two years…
Traditional e-commerce channels in China remain dominant with 72% market share in H1 2022, but social commerce is rapidly gaining popularity, growing from a 14% market share in 2021 to 21% in H1 2022. New sales channels are changing the way businesses approach e-commerce, and they’re adapting their strategies to stay competitive.
Given the development of social commerce, it’s important for brands and businesses to stay ahead of these changes. This article will bring some of the industry’s trends and insights that are found in the China Social Commerce Report 2023, a report that guides businesses in navigating the world of social commerce, allowing them to leverage lessons for and from China effectively.
Consumer confidence in China might be down, and massive youth unemployment hurts the economy, but not for all consumers gloom is the message. Marketing expert Ashley Dudarenok sees prospects for high-net-worth individuals (HNWIs) – compared to the middle class – within the luxury market, she tells in the Jing Daily.
The Jing Daily:
As China’s recovery proves to be less robust than initially anticipated, a notable contrast emerges in the spending patterns between high-net-worth individuals (HNWIs) and the middle class within the luxury market, says Ashley Dudarenok, China digital marketing expert and founder of China digital marketing agency Alarice.
“High-net-worth consumers in China demonstrate a stronger appetite for luxury goods and contribute significantly to the market’s consumption power,” Dudarenok says. “Their purchasing decisions are driven by the desire for status symbols, exclusivity, and a sense of identity. On the other hand, the middle class, facing greater economic pressures and more cautious sentiments, may exhibit more restrained spending behaviors.”…
However, analysts have raised concerns over high youth unemployment in China. A recent Goldman Sachs report revealed that the youth unemployment rate (16-24 year olds) surged to 20.4 percent in April, posing a significant challenge for the country’s economic recovery.
Dudarenok says: “Concerns over youth unemployment may impact the purchasing power and willingness of younger consumers to engage in luxury spending. However, factors such as improving consumer confidence, accumulated savings, and marginal improvements in employment and income can provide some support to the recovery.” …
“Despite the uneven recovery, the Chinese market remains active with the largest consumer base, presenting an opportunity for brands to achieve significant success. Brands should understand Chinese consumer preferences so that they can tailor better their marketing and attract more consumers,” Dudarenok says.
Chinese companies and emerging government regulations have marked the rise of AI tools in China. Marketing expert Ashley Dudarenok most certainly keeps an open mind to using those tools when they become available, she tells at Campaign Asia. “Their availability could offer us access to innovative solutions and capabilities to enhance our operations and drive further efficiency.”
Campaign Asia:
Ashley Dudarenok, a China digital expert and founder of ChoZan and Alarice, says she maintains an open mindset towards embracing Chinese AI tools when they become widely available. “Chinese AI technologies, such as Huawei’s Mindspore and Baidu’s PaddlePaddle, have demonstrated great potential in advancing the field,” says Dudarenok. “Their availability could offer us access to innovative solutions and capabilities to enhance our operations and drive further efficiency.”…
Whereas American artificial technologies have pretty much had free rein, China has already mandated that it will require a security review of generative AI services before they’re allowed to operate. But many feel that more stringent controls would not hamper China’s AI but instead improve it. “Some of the tight measures may enhance its safety and ethical use,” says Ashley Dudarenok. “Beijing’s focus on user privacy, content discrimination, and model development demonstrates their commitment to responsible AI practices and aims to establish clear boundaries for AI development without stifling innovation too much, allowing companies to innovate within defined limits. This proactive approach instills confidence in AI technology and encourages wider adoption.”
Marketing expert Ashley Dudarenok identifies three different groups of modern Chinese tourists and gives tips in Dao Insight on how businesses can attract them, especially now they tend to spend their money domestically, not internationally. She says now is the best time to set up 2023 and 2024 strategies.
Ashley Dudarenok on the international jet setter:
With the recent reopening of China’s outbound tourism industry, an increasing number of Chinese citizens are venturing overseas once again. The recent Dragon Boat Festival holiday in China demonstrated a significant revival in outbound travel, with border crossings reaching 65% of its 2019 level, according to the National Immigration Administration. Although the festival is a brief national holiday, the surge in cross-border travel highlights the growing demand for international travel among Chinese tourists.
Ctrip (another Chinese travel agency) reported that the average cost for outbound travel decreased during the holiday, with one-way air tickets being 6% lower than during the May Day holiday and bookings surging up to 12 times the levels that were seen a year ago.
Ctrip revealed that the most popular destinations during the Dragon Boat Festival included Hong Kong, Bangkok, Macau, Tokyo and Singapore, with travellers spending an average of $415 per hotel booking. This resurgence in outbound travel showcases the potential for businesses in the travel and tourism industry to capitalise on the pent-up demand for international experiences among Chinese tourists…
To succeed in capturing the attention of international jetsetters, businesses can harness the power of livestreaming as a marketing tool. By showcasing a range of attractions, local experiences, and cultural highlights in real-time, businesses can pique the interest of potential tourists and entice them to explore the featured destinations.
A prime example of harnessing the power of livestreaming is the 2023 collaboration between Trip.com, the Tourism Authority of Thailand, The United States Travel and Tourism Administration, and the California Travel and Tourism Commission. This partnership drew in over 1 billion views, showcasing the immense potential of livestreams as a marketing tool.
The collaboration also highlights the benefits of working closely with tourism authorities and commissions. By pooling resources and expertise, businesses and tourism organisations can create engaging and informative content tailored to the International Jetsetter demographic.
By leveraging strategies like limited-time offers or livestream-exclusive discounts and packages, businesses can successfully incentivise viewers to book their travel experiences and cater to the ever-growing market of international jetsetters.
