Как китайский маркетинг обгоняет мир: тренды, стратегии, кейсы | Разговор с Ольгой Павликовой

How do marketing approaches differ in Russia and China? In this episode, Olga Pavlikova explains how marketing works in China—a country where the future has already arrived. We discuss agency budgets, the specifics of the advertising market, the role of KOCs and KOLs, the specifics of sales streams and emotional consumption. We also explore the Chinese paradox: agencies create brands, while brands give up a share of the business for promotion. We compare the development of marketing agencies in Russia and China, examine successful cases, and seek inspiration for new projects. Our guest is Olga Pavlikova, co-founder of the communications agency TrendFox and the Family Brand project. She has developed training courses on creativity, collaborations, crisis management communications, PR, and digital promotion. She has also developed communications strategies for major brands. TrendFox is ranked in the top 10 of the AKAR national creativity rating (socially significant communications) and has won marketing and creative awards from E+, Silver Mercury, G8, Red Apple, Loud, MedMen, White Square, and the Silver Archer Grand Prix. The agency's portfolio includes: HOFF, CarMoney, Rosinter, Yandex, VTB-Auto, OBI, Travelata, T1, SM-Clinic, and others. TrendFox agency website: http://trendfox.ru Link to Olga Pavlikova's Telegram account @olga_pavlikova Podcast "Give a Brief": https://db.mave.digital My social media: Instagram* / rutarasenko Telegram: https://t.me/romarketing VKontakte: https://vk.com/rutarasenko Timecodes 0:00 Why do you need marketing tours? 1:27 What is the digital payment system in China? 4:59 Programmatic advertising in China 6:59 Chinese influencers and KOC/KOL marketing 10:01 How much can you really earn from content monetization in Wibse? 12:07 The difference between emotional selling in Russia and China: a case study with cherries 16:15 A case study of eye cream sales 19:27 What's the situation with offline sales in China? 20:33 The practice of transferring a stake in a business to marketing agencies in exchange for bringing a brand to market 21:46 Chinese marketing agencies don't take on promotion "blindly" 23:23 How to enter the Chinese market? A case study of Siberian Health 29:28 Why do marketing agencies in China create their own product brands? 33:57 Development of Chinese social platforms and TV advertising 38:03 Case study of Tiffany 42:43 Agency development models 45:58 Differences in goals between Russian and Chinese agencies 48:26 What changes and projects did Olga's introduction to Chinese marketing inspire? #OlgaPavlikova #RomanTarasenko #marketing #China #business Instagram is a product of Meta, a company recognized as an extremist organization in the Russian Federation.