China marketing expert Ashley Dudarenok discusses her success in supporting companies selling in China in a new Growth Tactics podcast by Jeff Towson. “China is a big country,” says Ashley Dudarenok, “but what’s trending in Shanghai today? How can I make my post, my message? Connected with that broader topic that is featured in the media or in on a specific platform et cetera.”
Ashley Dudarenok:
So, what’s trending in, not just China, China is a big country, but what’s trending in Shanghai today? How can I make my post, my message? Connected with that broader topic that is featured in the media or in on a specific platform et cetera.
And of course, again, the community, but in China on the digital space, the community is coming in a form of a private traffic. So, you have your own private group, right? People connect with you on WeChat, then you put them in a group and then you continue communicating. Because, you know, Paper play in China is very expensive, right?
You, every time you want to reach out to your consumer on Douyin or on Tmall or wherever else you need to pay, but once you loop them in your private traffic. So, in my own business, it is a newsletter, right? It’s something that we own. We own those, those, those. Many, many, many [00:16:00] thousand people’s emails and we can communicate with them whenever we choose to, unless they unsubscribe.
In China, that works as a part of a WeChat group, let’s say, or a Tmall group, etc. And that is the community that you are building. When it comes to the client’s growth that come for Chozan, yeah, very often they, as we said, learn for China, learn from China. They come with research needs or they come with market immersion, or this kind of learning expedition needs or they come for a keynote.
Yeah, they want me to talk to their top leaders about what’s actually happening here. How to learn and how to operate, you know, with it and from it. So typically, these clients grow through partnerships. Very often they come into the market and they see that, oh my God, there’s actually a lot of opportunities to partner up with local firms.
Or very often also get inspired. Their leaders just being in the market, just understanding it better, they get inspired and they can take those inspirations back home and do things differently. We recently had [00:17:00] a team that came to China to see what is considered trendy and hip. And they saw a lot of designs, they saw artists, they met, you know, they met the community that is not related to business.
So, in other words, they were not talking to distributors, right? But they were talking with artists and young people and DJs and all that. And these people took away inspiration. from China for their global collection. So, in other words, they put together clothing and shoes inspired by some of these global trends, including China as a piece of the puzzle.
And the collection is doing very well, very well. And this whole initiative that they had kind of learned from around the world, being inspired by, by different things. They don’t only come to China. They’ve been to many other places in Asia and. Latin America before, et cetera. But this is, I think, a very fit mindset of a global multinational enterprise that actually gets you to constantly [00:18:00] grow and constantly expand.
And once again, to highlight, you always grow with the market, with your customer and the moment the market stagnates, the moment your customers do not push you, you stop innovating. So put yourself in situations where you’re forced to constantly move forward and innovate.
More at the Jeff Towson podcast.
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.
