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EPISODE 230 51 mins

Social-Selling Platforms in China for Direct-to-Consumer Marketing ??

About the guests

Arnold Ma

Kunle Campbell

Arnold Ma is the Founder of Qumin, an Award-winning Chinese digital creative agency based in London and Shanghai as well as is the host of the China WTF Podcast. With clients such a Net-A-Porter, Harrods, Heathrow and Manchester United, Arnold knows a thing or two about launching and marketing brands in China. 

In this episode, Kunle interviews Arnold Ma, Founder of Qumin, an award-winning Chinese digital creative agency based in London and Shanghai. Arnold is also the host of the China WTF Podcast. Today, he dives deep into how the modern Chinese consumer thinks and reacts to branding and marketing. Tune in as they discuss major digital marketing channels in China available to marketers.

Covered Topics:

  • China’s Market Then and Now
  • Selling Channels in China
  • Third Gen AI Content Engines
  • Livestreaming in China
  • All About WeChat
  • Starting a Business in China

Podcast Show Notes:

  • 01:43 – Easily Grow Your Business With A Powerful Marketing Automation Platform! Check out Klaviyo
  • 03:16 – Today’s Guest: Arnold Ma
  • 06:06 – China: Then and Now
    • From copying ideas and concepts to leading the market
  • 06:40 – Arnold’s background
    • Born and raised in China
    • Moved in the UK to finish his studies
    • His agency is the result of passion and creativity
    • Helping clients get into the market and understand Chinese culture
  • 10:49 – Selling Channels in China
  • 11:50 – TikTok vs Douyin
    • Difference in content
    • How social buying is in China
  • 16:05 – The Biggest Thing: AI Content Engine
    • The content is fed to you by the AI
  • 17:26 – Get the easiest way to backup your Shopify or BigCommerce store and undo unwanted changes with Rewind.io… Mention you heard about them at 2x eCommerce Podcast and get a ONE MONTH FREE TRIAL
  • 19:44 – Only 15% of Chinese teens post content on WeChat
    • Most teens are moving to TikTok and Douyin
  • 23:10 – Livestreaming in China
    • From terrestrial TV to video on demand
    • Livestreaming is the next generation of internet shopping
  • 31:04 – All About WeChat
    • Service and utility of WeChat
  • 34:51 – Video platforms in China
  • 37:10 – Starting business in China
    • Health and wellness is the fastest growing industry in China
  • 40:45 – Brand Mistake: Talking too much about their heritage
    • Culture is a big thing in China
  • 44:49 – Arnold talks about brands doing well in China
  • 50:30 – Join the 2xEcommerce Facebook Group

Topic Takeaways:

  • There’s no better way to market your product than by understanding the culture of the market you’re entering.
  • Some markets take leaps in technology.
  • Focus on showing a deeper meaning to your brand.

Tweetable Quotes:

“The best marketing is the most culturally relevant marketing.”

“Culture is a BIG thing in China.”

Facebook Group • Continue the Conversation

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This episode is brought to you by:


This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses.
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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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