Welcome to Marketing China (formerly Eastbound Insights) — your definitive guide to cracking the code of the world’s most dynamic and complex market. Curated by Coolio Yang, a seasoned industry veteran and former Vice President of Ogilvy and Greater China CEO of Kantar’s media division, this podcast delivers high-level strategic clarity for Western brand owners and global marketers. Doing business in China requires more than just a presence; it requires a deep understanding of unique digital ecosystems and shifting consumer behaviors. Each episode unpacks: China Marketing Strategy: Real-world playbooks for market entry and sustainable growth. Consumer Trends: Deep dives into the mindsets of Chinese Gen Z, silver economy, and middle-class consumers. Digital Ecosystems: Navigating platforms like WeChat, Douyin (TikTok), Xiaohongshu (RED), and Tmall. Expert Analysis: Candid conversations on the challenges and opportunities defining the Chinese market today. Whether you are an executive at a multinational or an entrepreneur looking to scale, tune in to elevate your China strategy with unmatched expertise. Connect with Coolio: coolioyang.com/en/ -- Hosting provided by SoundOn