China's digital landscape

China Paradigm 93: Building an event-native agency in China’s digital world

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Matthieu David interviews Augustin Missoffe, a managing director of Greater China, Korea & ASEAN at HOPSCOTCH Groupe. How is event marketing progressing in China’s digital world? Is e-commerce marketing strictly digital now? And how different is running event-based marketing campaigns in China opposed to the West? Find out the answers to these questions and many more in this new China Paradigm podcast!

  • 2:53 HOPSCOTCH – current size and company history
  • 7:20 How does HOPSCOTCH operate?
  • 9:57 HOPSCOTCH – managing an extensive network
  • 12:29 Event-native – case studies
  • 20:13 The process of working with a KOL or a KOC – a milk-powder anecdote
  • 25:03 Product awareness vs personal brand strength
  • 26:56 Reaching out to KOLs – what is that process like?
  • 29:15 What differences are there between working on China-based campaigns vs western campaigns?
  • 35:44 Opinions on New-Retail – why it is a philosophy
  • 42:06 Event-based marketing vs the digital media
  • 44:55 Why are some companies not going the event marketing route?
  • 48:16 Is E-commerce still using event-based marketing for products?
  • 49:49 What books inspired Augustin Missoffe in his journey?
  • 51:35 What does Augustin Missoffe read to stay up to date with China?
  • 56:16 What unexpected success and unexpected failure has Augustin Missoffe witnessed in China?

🔖 The great challenges of public relations in China

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We believe, that China, with 20% of world population and as the second world economy, is impacting every single business, small to big. That is why it is a new paradigm. How does China impact your business is the ultimate question we will answer through those podcasts.

China paradigm is a China business podcast sponsored by Daxue Consulting where we interview successful entrepreneurs about their businesses in China. You can access all available episodes from the China paradigm Youtube page.


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