What makes Chinese consumers tick? That’s the question Chris Reitermann, CEO of Ogilvy China, has been puzzling over for the last two decades. Reitermann began his career at advertising giant Ogilvy & Mather in the 1990s, moving to Beijing in 2000 to set up the digital agency OgilvyInteractive. Since then, he has risen to head up the company’s entire operations in China. In this interview, he discusses the dramatic changes that have taken place in Chinese advertising during his time here, why China has much to learn from India on running a great campaign, and what the industry may look like by 2027.
Companies are dying fast these days. In the 1950s, the average age of a company on the Standard & Poor’s 500 index was 60 years, now it is less than 20. But International Business Machines (IBM), known as “Big Blue”, seems to be an exception. Over the past few decades, it has managed to keep up as others were dying and has successfully transformed itself. Now it has become a provider of cognitive solutions and cloud services. How has such a giant company managed to transform? Gill Zhou, chief marketing officer of IBM China, offers an answer in this interview with CKGSB Knowledge.
Drone maker DJI made drones, once a high-end toy for rich niche hobbyists, into a mainstream consumer product. Begun 10 years ago in a college dorm room, the company now controls 70% of the consumer drone market. Xu Huabin, Vice President of the Shenzhen-based tech firm, explains how the company’s product-driven philosophy helped the firm grow from a maker of model planes to become the world’s largest commercial unmanned aircraft manufacturer. He also discusses DJI’s future plans for diversification and industrialization—to go beyond only making drones with cameras to developing drones with industry-tailored features for diverse customers including engineers and farmers.
While e-commerce giants like Amazon and Alibaba continue to rise, many physical-store retailers are dying off. MINISO is a rare exception, however. Founded in 2013 by Chinese entrepreneur Ye Guofu and Japanese designer Miyake Junya, MINISO has exploded into an emerging business empire with 1,800 stores in 40 countries, delivering an eclectic collection of affordable, curated goods, challenging the physical retail naysayers. What is the key to MINISO’s success? Through careful consideration of the customer and a unique aesthetic, it manages to do what online stores cannot: Deliver an experience.
A common challenge faced by Western tech giants like WeWork and Airbnb: in China there are locally made equivalents already. Yet China is a market hard to ignore. Six years after its founding, WeWork entered the Chinese market and is trying to adapt. Localization happens in every detail, from office design to the hiring of team members. but how will the company win the already very fierce competition among the co-working spaces in China? With a more global network, or a more experienced team in the shared-office? How will it deal with the Chinese government?
Yidao Yongche was the first car-hailing business in China. At first, the company was badly affected by opposition from local authorities—but later on was hit by the rise of Didi and Uber China, which became popular through subsidies and low prices. In July, Chinese authorities finally legalized car-hailing apps and stipulated that unfair competition, such as steep discounts and subsidies, should stop. So will Yidao seize the opportunity and grow? Zhou Hang, CEO and founder of Yidao, talks about his company and the future of the “internet of cars”.
French carmaker Renault has finally begun production in China after selling imported cars here for more than a decade. In February 2014, Renault signed a joint venture agreement with Dongfeng Motor Corporation. Carlos Ghosn, chairman and CEO of the Renault Group, once said that he hoped that Dongfeng Renault could get 3% of the Chinese market. Jacques Daniel, CEO of Dongfeng Renault, has his work cut out for him: the market is slowing down and rivals are already well-entrenched. In this interview Daniel explains how the company is adjusting its strategy for a slowing Chinese market, marketing to the Chinese consumer and the opportunity in electric vehicles.
When you think of sports brands, there’s pretty much a 50% chance that it’s Adidas that comes to mind. This, after all, is the company that has provided the match ball for the FIFA World Cups, whose final is the most watched sporting event in the world, since 1970. But for all that, success in China hasn’t been a given, and at the turn of the decade Adidas found itself languishing in fourth place behind the likes of Nike and Li-Ning.
Over the past 30 years Haier CEO Zhang Ruimin has led the company through several path-breaking business model changes, which have helped the company build a strong brand, grow both organically and through acquisitions, globalize and “get close to the customer”. Zhang is now leading the company through yet another transformation to make it what he calls an “internet-based platform company” made up of extremely responsive micro-enterprises. For the closest parallel, think of a Silicon Valley within a company. In this rare interview, he talks about his management philosophy.
Unlike parent company Lenovo, ZUK is trying to woo youngsters and blaze its own path. To do that it is immersing its engineers in their environment and involving youngsters in the conceptualization and design process.