Why Zootopia wins in China where the rest of Hollywood falters – Ashley Dudarenok

 

Ashley Dudarenok

Most traditional Hollywood film releases fail in China, but Zootopia shows exceptional success. Branding expert Ashley Dudarenok explains in the Jing Daily why this Disney release has been an unprecedented success.

Ashley Dudarenok:

Disney’s localization strategy for Zootopia reveals a sophistication most Western brands lack. The decision to title the film “Crazy Animal City” rather than directly translating “Zootopia” reflects a deep understanding of Chinese linguistic preferences. The name emphasizes urban dynamism and energy, appealing to a population that has experienced the world’s fastest urbanization in a single generation.

Voice casting reveals similar thinking. Disney brought back Ji Guanlin and Chang Chen as Judy and Nick, signaling that continuity and emotional connection matter more than technical perfection.

The most revealing move was physical: Shanghai Disneyland’s Zootopia, opened in 2023, remains the only Zootopia-themed area in any Disney park in the world. Not California. Not Florida. Shanghai. The theme park transforms a film franchise into a lived experience, creating a lasting cultural anchor point.

Release timing demonstrates a similar strategy. Coinciding with Shanghai Disney’s ninth anniversary and its milestone of 100 million cumulative visitors, the film creates synergy between theatrical and experiential entertainment. More than 60 brand collaborations have rolled out, from a China Eastern Airlines Zootopia-themed plane to Luckin Coffee’s limited-edition drinks.

Most striking is Disney’s collaboration with Shanghai Animation Film Studio, the legendary state-owned studio behind Havoc in Heaven. Together, they created four promotional shorts in classic Chinese animation styles: ink wash, stop-motion, paper-cut, and traditional 2D. This is cultural dialogue, blending global IP with artistic heritage.

More in the Jing Daily.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

TikTok, Temu and Shein get branding better than the West – Björn Ognibeni

 

Bjorn Ognibeni

TikTok, Temu, and Shein are better in branding than most Western brands, argues branding expert Björn Ognibeni on his weblog. The result of this miscalculation is evident in performance differences: While many Asian platforms boast strong user retention and high time spent on site, Western providers are struggling with declining conversion rates and rising acquisition costs.

Björn Ognibeni:

Measurability is complex (how can trust building be quantified?), ROI seems uncertain, and impatience for quarterly results leads to short-term tactics. But when comparing the branding strategies of Western and Chinese companies, three areas of missed opportunities become obvious:

1. Untapped Discovery Potential: Western e-commerce is ideal for when you know exactly what you’re looking for. But what about those times when people want to browse, find inspiration and discover something new? Chinese platforms show us: Discovery-driven shopping can complement search well and offer a significant growth opportunity, but only if it is done right and does not annoy customers.

2. The Social Commerce Misunderstanding: Western companies often misunderstand ‘social commerce’, viewing it merely as a way of buying reach on Instagram or TikTok, when in fact it is so much more than that. In Asia, where social thinking has always been more ingrained in the culture, companies have realized that it’s about building genuine relationships. This approach might also appeal to Western customers because the desire for social connection is universal, not just cultural.

3. Enshittification of the UX: The creeping deterioration of the user experience due to excessive advertising is rendering Western platforms increasingly unusable. Search results are flooded with sponsored products and every click leads to more ads. And to customer frustration.

The result of this miscalculation is evident in performance differences: While many Asian platforms boast strong user retention and high time spent on site, Western providers are struggling with declining conversion rates and rising acquisition costs.

More at Björn Ognibeni’s weblog.

 Björn Ognibeni is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

China’s wealthy move away from displaying big brands – Ashley Dudarenok

 

Ashley Dudarenok

China’s wealthy individuals are shifting away from displaying big brands to showcase their wealth, notes luxury expert Ashley Dudarenok at Jing Daily. “Their new currency is not cash, but time; their new status symbols are not displayed on a shelf, but experienced in the mind and body,” writes Dudarenok.

Ashley Dudarenok:

For decades, the global luxury narrative around China has been written in tangible, logo-heavy script: the Birkin bag, the Rolex watch, the Ferrari. These were the undeniable status symbols of a new economic powerhouse. But a profound and lucrative shift is underway.

China’s most discerning elite are moving beyond the material. Their new currency is not cash, but time; their new status symbols are not displayed on a shelf, but experienced in the mind and body. Welcome to the era of “invisible luxury,” where the most extravagant purchases leave no physical trace.This pivot from the tangible to the intangible — encompassing hyper-personalized wellness, exclusive education consulting, and spiritual enlightenment — signals a more mature market in search of something far more profound than social validation: longevity, advantage, and meaning.

The quest for health has evolved from general wellness to a high-tech, data-driven pursuit of longevity, or even “bio-enhancement.” This is no longer about a generic vitamin IV drip; it’s about comprehensive, member-only protocols.

More in the Jing Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more luxury experts at the China Speakers Bureau? Do check out this list.

Cultural self-confidence rises in China’s brands – Ashley Dudarenok

 

Ashley Dudarenok

Not only is China’s position in the world, in logistics and innovation, becoming more self-confident, but branding expert Ashley Dudarenok sees a similar move among Chinese brands, she explains in the Jing Daily.

Ashley Dudarenok:

For years, “guochao” (国潮), or China chic, has been the dominant lens through which the world viewed the rise of local brands. It described a phenomenon: cool, trendy, and often nostalgic Chinese products capturing the youth market. But “guochao” was merely the opening act. What the market is witnessing now is the main performance: the full-flowering of “zìxìn” (自信), “self-confidence,” as the core driver of a new Chinese consumer identity.

This is no longer about buying a Li-Ning sweatshirt because it’s stylishly patriotic; it’s about choosing a “national style” (国风) wedding gown because it feels more authentic, meaningful, and prestigious than a Western designer dress. “Zìxìn” is an internalized, cultural self-assurance fundamentally reshaping consumption patterns, from a statement of national pride to an expression of personal identity.

The most potent symbol of “zìxìn” is the shifting geography of aspiration. The once-coveted trip to Paris or New York is now rivaled, and often surpassed, by domestic journeys to China’s own historical and cultural epicenters.

More in the Jing Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

How international brands try to crack the code of China’s consumers – Ashley Dudarenok

 

Ashley Dudarenok

While many foreign brands have a hard time selling to China’s consumers, some are able to crack the code, says branding expert Ashley Dudarenok at CNBC. “Brands are moving beyond superficial nods to Chinese culture,” Dudarenok said.

CNBC:

Apple’s story also underscores how it’s possible to reignite local interest despite losing market share to domestic competition. Some customers in Beijing told CNBC that they liked the iPhone’s new cosmic orange color, and that more locals intended to buy their first iPhone this year since they’d heard about new attractive features such as larger internal storage.

China’s factories were quick to jump on the trend, releasing iPhone cases with a similar orange hue even before the 17 model was out.

“Winning brands are those that have established local R&D centers and on-the-ground product teams,” said Ashley Dudarenok, founder of ChoZan, a China marketing consultancy. “This allows them to spot trends early, develop products tailored to local needs, and launch them in months, not years. This is a significant departure from the past, where global products were often simply rolled out in the Chinese market.”

Even with the right data and social media platforms, cultural integration is becoming increasingly important, especially as Chinese brands find success in tapping the country’s own history of artisanal craftsmanship.

“Brands are moving beyond superficial nods to Chinese culture,” Dudarenok said. She pointed out that Loewe partnered with jade carving masters, while Burberry teamed up with bamboo-weaving artists.

And despite declining sales in China’s luxury market, LVMH this summer opened an eye-catching ship-shaped store in Shanghai — immediately generating much local buzz.

More at CNBC.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Fast changing e-commerce in China – Ashley Dudarenok

 

Ashley Dudarenok

Drastic changes have been influencing e-commerce and the position of global brands in this fast-moving industry in China. Marketing expert Ashley Dudarenok provides an overview of the changes in the past few years on her website, Chozan.

Ashley Dudarenok:

China’s e-commerce sector is poised for a transformative shift by 2025, driven by advancements in artificial intelligence (AI), immersive shopping experiences, and a strategic pivot towards direct-to-consumer (DTC) models. These developments reshape the digital retail landscape, influence consumer behaviors, and redefine business strategies.

Immersive Retail and Predictive Infrastructure

While content remains king, China’s retail infrastructure is evolving to make digital shopping more tactile, immersive, and real-time. Shoppers can now try on lipstick shades using AR filters, tour 3D virtual stores during festivals, or interact with AI-powered assistants that mimic a live consultation.

At the same time, fulfillment and supply chains are becoming smarter and more responsive. AI is used to:

• Predict product demand based on platform activity and livestream events
• Sync inventory across online and offline systems
• Enable same-day or under-one-hour delivery in top markets
• Support real-time order routing and smart warehousing

Experimental platforms like Baidu’s XiRang and ByteDance’s Project Puff also explore the metaverse layer, where digital avatars browse virtual malls, try on clothes, and attend product launches in immersive environments.

The result is an intelligent, multi-channel, and frictionless retail stack. Shopping no longer begins with a search bar—it starts in a video feed, a private community, or a personalized app homepage. And it ends wherever the customer chooses: in a live stream, in-store, or with a package arriving in 20 minutes.

Much more at Chozan.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more innovation experts at the China Speakers Bureau? Do check out this list.

How China’s technology, design and culture fuse – Ashley Dudarenok

 

Ashley Dudarenok

China’s technology, design, and culture are part of a fusion that reshapes the country, says innovation expert Ashley Dudarenok in an analysis by the state-owned China Daily. “It’s a holistic shift, where tech meets culture, design, and daily life, and this wave is just starting,” according to Ashley Dudarenok

China Daily:

The fusion of technology and storytelling has elevated Chinese pop culture to new heights. Video games such as Black Myth: Wukong, based on the classic novel Journey to the West, are drawing global praise for both their cinematic visuals and mythological depth.

“It’s a holistic shift, where tech meets culture, design, and daily life, and this wave is just starting,” according to Ashley Dudarenok, founder of China-focused digital marketing company Alarice.

Platforms like TikTok and Xiaohongshu (RedNote) are at the center of this movement. TikTok, developed by China’s ByteDance, is not only a global leader in short-form video but also ranked by Brand Finance as the world’s seventh most valuable brand, ahead of Instagram and Facebook…

Dudarenok attributed this rise to China’s multi-pronged strategy of massive R&D investment, tax incentives for global co-productions, and a creative wave led by Gen Z content makers.

In 2024 alone, China invested 3.6 trillion yuan ($502 billion) in research and development, as per the National Bureau of Statistics…

Younger generations, particularly Gen Z and Millennials, are engaging with China in more nuanced ways. According to Brand Finance’s 2025 Soft Power Index, perceptions of China among digitally connected young people have improved significantly since 2020.

“Gen Z appreciates the blend of heritage and hyper-modernity,” said Dudarenok. “Black Myth: Wukong isn’t just a game, it’s a cultural ambassador that shifts how people view Chinese creativity.”…

Despite the momentum, challenges remain. Some cultural exports still struggle to resonate abroad due to localized storytelling or dense cultural references.

“Many Chinese pop culture exports focus on fusing ancient stories with modern values, which can sometimes limit global reach,” said Dudarenok from Alarice.

She pointed to Ne Zha 2, which became the highest-grossing animated film of all time, yet earned 99 percent of its revenue on the Chinese mainland.

“While the world is fascinated by companies like DeepSeek and Unitree, it will take time for people to fully embrace these innovations,” she said. “As interactions with China increase, initial apprehension will give way to excitement and appreciation.”

More in the China Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more innovation experts at the China Speakers Bureau? Do check out this list.

China brands beating global competitors – Ashley Dudarenok

 

Ashley Dudarenok

Branding expert Ashley Dudarenok follows brands from China as they are successfully taking on their global competitors. But global brands are not sitting idle, as rivals from China march on, she says in the Jing Daily. Stories about Luckin Coffee, Anta, Li-Ning, Perfect Diary, Haier, Midea, BYD, and Labubu.

Ashley Dudarenok:

Chinese domestic brands gained ground against international competitors across multiple sectors in the first half of 2025, with local companies outperforming foreign rivals in categories from coffee and electric vehicles to beauty and luxury goods. The shift reflects changing consumer preferences during economic uncertainty, with Chinese brands leveraging lower prices, cultural relevance and digital-first strategies to capture market share from established global players.

International businesses are responding with deeper localization efforts and China-specific product lines as competition intensifies across key consumer categories…

In 2025, China’s brands are rewriting the industry rules, from Luckin’s coffee coup to Laopu’s gold glow-up, driven by purpose and digital engagement.

Local businesses are eyeing global expansion, but global firms will localize harder. Though domestic brands have an edge, especially if they keep innovating, the battle’s far from over.

More in the Jing Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Can Dior convince China’s consumers? Likely not – Ashley Dudarenok

 

Ashley Dudarenok

Luxury brands have been trying to win back markets like those in China. Still, new initiatives, like Dior’s Jonathan Anderson, creative director, unveiling the Spring/Summer 2026 menswear collection, are unlikely to make a big splash among China’s consumers, says luxury brand expert Ashley Dudarenok,  in the BurdaLuxury.

The Burda Luxury:

In China – one of Dior’s most strategically significant markets – the reaction to Anderson’s debut was mixed, offering insight into the evolving tastes of a highly sophisticated luxury audience.

“There hasn’t been any official news published in China about Dior’s new designer or collection,” Ashley Dudarenok, Founder of China digital consultancy ChoZan 超赞, tells BurdaLuxury. “This suggests that it hasn’t generated much buzz or resonance.”

Yet buzz alone doesn’t equate to long-term success. Today’s Chinese luxury consumer is increasingly selective, driven not just by brand recognition but by deeper emotional and cultural alignment.

“While younger consumers in China are willing to spend on luxury, they won’t do so merely because it’s Dior or because there’s a new designer,” explains Dudarenok.

On Chinese social media platforms like RedNote, some early comparisons drew attention to Pharrell Williams’ recent Louis Vuitton show, which captured imaginations with vibrant colour, maximalist storytelling, and overt cultural symbolism.

“Pharrell’s fusion of utility, craftsmanship, and cinematic fantasy speaks directly to younger consumers who seek meaning and self-expression in fashion,” says Dudarenok.

That said, Anderson’s more nuanced approach – anchored in restraint, history, and cultural literacy – may simply require a different pace and strategy to connect with the Chinese market.

“Anderson’s current style still diverges from the aesthetic preferences of Chinese consumers,” shares Dudarenok. “Although this is his debut collection for Dior, and he is in a transitional phase, it’s crucial for him to move beyond the design language he developed at Loewe and integrate Dior’s brand DNA more fully.”

More at the Burda Luxury.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more luxury experts at the China Speakers Bureau? Do check out this list.

How China’s brands go global – Ashley Dudarenok

 

Ashley Dudarenok

China’s companies – large and small – are now exploring expansion into global markets, as the domestic market is only slowly recovering, says branding expert Ashley Dudarenok in the vlog. They are in the early phases of putting their brands on an international track, she says.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speaker’s request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Influencers are changing under economic and political pressure – Ashley Dudarenok

 

Ashley Dudarenok

Economic and geopolitical pressure are changing the ways China’s KOLs are changing their strategies, says branding expert Ashley Dudarenok in the Jing Daily. “Amid these challenges, many KOLs are pivoting to create their own brands,” she writes.

Ashley Dudarenok:

Many KOLs, once commanding high fees, are now earning less as brands cut budgets in light of China’s slowing economy and weaker consumer spending.

With sales declining across many sectors, brands are increasingly moving toward fee-plus-commission arrangements, where KOLs earn a base fee supplemented by a percentage of sales generated through their promotions. While this results-driven model aligns with brands’ desire for measurable ROI, it has created significant challenges for influencers. When sales are low, KOLs see a substantial drop in income, making it harder for them to sustain their operations.

Amid these challenges, many KOLs are pivoting to create their own brands. Platforms like Xiaohongshu (RedNote) have become central to this trend, with influencers leveraging their loyal followings to sell their own products through livestreaming. This move offers greater independence and a more stable income, but also makes KOLs less inclined to promote external brands when they can prioritize their own products…

In 2025, you’d be hard-pressed to find a successful brand in China that does not have Key Opinion Employees (KOEs). These full-time employees not only work for a brand but also leverage their personal influence and credibility to promote the company’s products. KOEs engage in activities like livestreaming, sharing behind-the-scenes content, and showcasing their expertise, blending their professional role with their personal brand.

This approach offers brands a cost-effective way to build authenticity and trust, as consumers increasingly value real people over polished advertisements. KOEs also strengthen connections with audiences by presenting a relatable, human face behind the brand, making them a crucial element of modern marketing strategies in China. It’s no surprise, then, that brands often choose to invest more in KOEs when they can.

More in the Jing Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her at your meeting or conference? Contact us or fill out our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Why influencers are key for B2B marketeers, but not enough – Ashley Dudarenok

 

Ashley Dudarenok

B2B influencers are a key marketing tool in Asia, says Hong Kong-based marketing expert Ashley Dudarenok, but they are not enough on themselves, in Campaign Asia. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key”, she says.

Campaign Asia:

Ashley Dudarenok didn’t intentionally set out to be a B2B influencer, but felt a strong need to educate and consult her B2B clients who were exploring opportunities in and with China. She started publishing insights on LinkedIn about eight years ago and has since grown her network to around 100,000 connections.  She believes the ‘business to humans’ (B2H) approach is the most effective B2B influencer marketing strategy. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key,” says Dudarenok. “Educate, don’t sell: B2B audiences respond to insights-driven, educational content that solves their problems. Influencers who focus on providing value rather than pushing products are the most effective.” But while B2B influencer marketing is effective when executed correctly, Dudarenok adds that it’s not sensible to rely on influencers only. “It might always be a smart strategy to build a KOE (key apportion employee), often the boss of the business who becomes a thought leader versus just paying someone else for promotions. Or do both. Do not rely on influencers only,” she advises…
“At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key” – Ashley Dudarenok, founder of ChoZan

More at Campaign Asia.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.

How China’s toy company Pop Mart became a success – Ashley Dudarenok

 

Ashley Dudarenok

China’s toy company Pop Mart has become an instant domestic and international success for a new generation of consumers. Marketing guru Ashley Dudarenok explains in Time how Pop Mart was able to read the hearts and minds of a new brand of consumers. Pop Mart understands those consumer needs, according to Dudarenok, and the Chinese domestic market lets companies “fail fast and succeed fast” to figure out what consumers really want.

Time:

Where Pop Mart distinguishes itself from both domestic and international competitors is in reading the mood of its consumers, Ashley Dudarenok, who runs a China and Hong Kong-based consumer research consultancy, tells TIME. Whether it’s rebelliousness, a desire to escape, or exhaustion from work or school, Pop Mart customers are buying more than just a toy, they’re buying a symbol of themselves…

Dudarenok, the consumer research consultant, sees Pop Mart’s global success as more than just an ebbing of stigma against Chinese manufacturing; instead it’s a direct result of the company’s ability to navigate and succeed in the Chinese market. “It’s not a surprise that this kind of company comes out of China,” says Dudarenok. That’s because “China is the world’s most competitive digital market, with maybe the most spoiled consumer in the world that wants things fast, cheap, and good.” Pop Mart understands those consumer needs, according to Dudarenok, and the Chinese domestic market lets companies “fail fast and succeed fast” to figure out what consumers really want.

One way Pop Mart distinguishes itself from Japanese competitors is through its stores. By contrast, Dreams Inc. largely sells its toys online or through distributors like Kiddy Land, Kinokuniya, and Urban Outfitters. Pop Mart, on the other hand, turns its own stores into an experience—with each modeled after one of its characters—fuelling customers like Carillo and Leow to plan travels around visiting different Pop Mart stores. They’ve also capitalized on the blind box craze through their roboshops vending machines that make buying their blind boxes all the more accessible.

More in Time

 

Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her at your meeting or conference? Contact us or fill out our speakers’ request form.

Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.

China consumers turn to local brands because of costs and patriotism – Shaun Rein

 

Shaun Rein

China’s consumers turn to local brands because they tend to be cheaper than international brands, and because of patriotism because of the US-China trade war, says Shanghai-based business analyst Shaun Rein to CNBC. Anti-US sentiment was already virulent under Biden because of anti-Chinese measures. Under Trump that has not yet improved, adds Shaun Rein, but the Chinese hope Trump is more transactional than Biden was.

Shaun Rein is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Get in touch or fill out our speakers’ request form.

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