video marketing in China

Podcast transcript #89: How do companies produce marketing video content in China?

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Find here the China paradigm episode 89. Learn more about Carlotta Godio (FLATMIND’s co-founder) story in China and how she produces marketing video content in China.

Full transcript below:

Hello everyone, this is China paradigm where we Daxue Consulting interview season entrepreneurs in China.

Matthieu David: Hello everyone, I’m Matthieu David the founder of Daxue consulting and it’s China paradigm podcast and today I am with Carlotta Godio. You have been in China for 12 years but you have been linked with China for a much longer time because you studied the Chinese Language if my researches are good – in your own country in Italy. You are the co-founder of FLATMIND video production with your husband. So, for more than 12 years in video production in China. You have worked for famous companies like CISCO, Converse, BMW, McDonalds, in China. Video content marketing in China is big, everyone has created his own video with a phone. Everyone has published videos. That was not the case 20 or 30 years ago. 20 or 30 years ago there were only very few people who had published videos. Now, everyone has done that. Let’s discuss a few numbers about the video industry in China. I am pretty sure that growth is similar worldwide.

In China, people on average consume 3 to 4 hours of video daily, media and video content, digital media and, video. Very often when you are on a digital asset, you usually, at some point, consume video. What is very impressive is that among all the tools which are social e-commerce, social CRM, corporate Weibo, promotion with KOL’s, the item which has grown the most between 2017 and 2018 are short videos and live streaming. When I look at those numbers and when I look at Chinese digital video production, I was asking myself, do you really benefit from the rise of short videos? Do you really benefit from the rise of live streaming? Because those videos are of average quality or maybe uncertain quality, not that much edited. So, video marketing in China is everywhere now but maybe non-edited or very amateur videos. So, that’s a very interesting market. It’s moving, it’s moving fast, it’s changing, there’s a need for videos, and there is a lot of videos online now. Thanks for being with us today!

Carlotta Godio: Thank you for having me!

Matthieu David: You’re welcome! My first question is; could you describe a little bit about the size of your video production studio in China in terms of the number of clients, the number of production and what you do?

Carlotta Godio: So, we are a video production studio in China, as you said. We are in China since  2008 and we started with two people and a very basic set of video equipment, like laptops and handy cameras. Since that remote time where, as you said, Chinese digital video production was still something pretty new – not too many companies – we have been growing slowly but constantly and now we are a total of 15 people. We have our headquarter in Italy. Shanghai is the branch that is now formed by 8 people. So, we are still not a very big video production studio in China compared to typical Chinese digital video production where you have 50 or 70 employees. We decided to remain a boutique agency that can follow the client very closely and carefully to be able to give the best result on the Chinese digital video production they are requiring. We work on video, 360 degrees. We focus only on videos. Clients ask us for photos, for design, but we don’t do that. We decided to focus on video marketing in China, but still focusing on the video we have a big, big range of industries we work with any kind of videos as you said. Nowadays, video promotion in China can be used for so many reasons, for so many goals in a company. External communication, internal communication and so on. So, during these years we have been working with very popular corporate companies and brands like cisco, like. We have a couple of big names in the chemical and pharmaceutical fields like Bayer and Solvay and Dissona, and then we work on fashion. We have been shooting the social media campaign on the latest Prada fashion show that was done in Shanghai, for example, so you can easily realize how big our range of clients is. This is what we decided. not to focus only on fashion, not to focus only on industrial videos. We like to change and to be the most creative we can, so that’s us.

Matthieu David: I see, I understand what you offer to your clients. What I’d like to understand better is how you interact with them. What I see that you have a wide range of sectors you are working with, so as you say chemicals, fashion, etc. It’s difficult to find more different than chemicals and fashion. Very different industries. I believe that the pattern you have between the different clients is the way you interact with them, the way you try to understand them. Can you describe a typical process you follow for a video promotion in China? From the day they contact you with an idea or even an IFQ, something precise or unprecise. What are the different steps you go along with them? Is there a script you write with them? Is there a first version of the video and then second versions? What’s a typical way of working with you?

Carlotta Godio: So, the process starts of course with the very first meeting, when we learn to know each other and where the client usually already comes with an idea himself, but not always actually and that also our job as a video production studio in China. We sometimes have meetings where the client may have some budget left and doesn’t know for sure what they want for a video. It can happen that they are not really sure about what kind of video marketing in China they want and what the scope of the video is. So, the first phase is the relationship, when we start with the client. It is the most important for us because first of all, we need to understand very clearly what is in our client’s minds in terms of Chinese digital video production. If they don’t know exactly, we usually provide them a very detailed creative questionnaire, with a lot of questions like what’s your audience? Where do you want to promote your video? Where are you planning to stream your video later and what’s exactly the message you want to give with this video? Is the video going to be B2B or B2C, and many other questions? For example, what do you think is the highlight that you can provide to your clients and that your competitors don’t have? and so on.  So, there are many questions. Then, the second step will be for us to start studying our client and second also the competitors that are in the market to understand a little bit of the direction of the communication style and the Chinese digital video production that we are going to do. So, this is actually something that will require always, every time, quite some time for us, because as you said; if you work always in the same field, you study the competitors once and then you will know everything about that field, but because we are changing a lot, we always need to update ourselves on that particular field.

Then the pre-production is fundamental for our video agency in China. We spend and we try to spend the longest period of time on the pre-production. It’s very, very important that everybody is aligned on the message we have to deliver, especially because you have many people working together on the same Chinese digital video production, so everybody needs to be very well briefed on what’s going on. We go further with writing the first storyline – it is still not a storybook that is going to be the next step and it will be even more detailed. First of all, we give the storyline because most of the time if the client doesn’t have an idea in mind we will be able to provide a few options. So, we write down a little bit of the storytelling that we are going to develop to check if the client will like it. Then, there will be another meeting, I mean we will have a few meeting before. It’s quite funny because especially with very Chinese companies, most of the time, they are providing us the timeline and they want us to go on with the pre-production in like 3 days. Then, they give us one month for editing and for the post-production. It’s always difficult. We struggle a lot in trying to let them understand that it’s actually the opposite that we usually need to have. You will have the storyboard with images and text and text describing what will be in the video. So, of course, you have the images but they are just pictures or they are hand drawings. It’s not something that moves already. So, you will also have the text describing what’s going on and if the voice over is required then, we also start at this point to write down the voice over. It can also be sometimes that the client provides the voice over and then we will construct the Video content marketing in China according to the voice-over, of course.

So, we will have a few meetings before we will be ready to start with the video shooting to do video marketing in China for instance. When the shooting will really happen – everything is already very well prepared –, you need to think about production. Sometimes outfits are required, some models, etc. So, you will have them to study some of their voiceovers. They will need to speak and so, usually during the shooting day, not so many problems will come out and it’s the finest time of each project for our video production studio in China. Everything goes very smoothly, we have fun and there is a lot of energy with the crew, with the client and models or actors. So, it’s something very fascinating and, then, after the shooting, there is the post-production phase. As I mentioned before, that will start with the editing of what we call: “the first cut”. That is, of course, very rough editing of the video, allowing us to select what in our opinion is the best shot for video marketing in China and we share it with the client to see if they like our selection.

So, still, you have another time of interacting and communicating with the client, we, of course, cannot give them the video finished because it’s really difficult to understand the images that are already in mind, I mean, in the clients’ mind. That’s why we spend so much time in that and it happens that we need to go on with 2, 3, 4, or even 10 rounds of modifications to get the perfect Chinese digital video production. This happens sometimes mostly because in the big Chinese company structures, there are a lot of different levels of people and everyone wants to say his own opinion and they do not collect all the feedback at the same time. So, you need to be very patient because every time you do a modification on a video – it is not like Photoshop where it is done in 3 seconds –, you need a lot of computer renders and quite a long time. This is especially the case if we are talking about 2D and 3D animations that I didn’t mention before. It is also a very core business in our video production studio in China. We work a lot with the motion graphic part and for this part, it’s even more difficult to imagine or to make people imagine what will be the final product. So, in this case, we also provide an animatic, that shows the timing. So, it’s not a storyboard,  it is already a kind of animation but not the final one. Thus, you can also have a check on the timing and the images that we will move later.

Matthieu David: I see. You have already spotted some differences between video production in China and video production in the West. One of the differences between China and the West –at least with the Chinese clients – is that they feel that the creative part, the part of thinking about what to do should be short and that the part which is to actually produce the video should be long. That’s one of the differences you assessed. The other difference you mentioned is that the number of checks, the number of validations in a state-owned enterprise or big Chinese company is going to be much longer than with the interaction you have with international companies where they would gather and get the feedback internally. Would you have other differences you are assessing between China and the West? I’m thinking not only in terms of client relationships but also in the use of video marketing in China compared to Europe for instance? My understanding is that for instance, YouTube cannot be compared to Youku. Youku cannot be compared to YouTube exactly. WeChat cannot be compared with Facebook, because the videos on WeChat is much smaller, you have a smaller screen for the moments and so on, it’s different. So, I believe the use of videos is slightly or even usually really different between China and the West. What’s your feedback between Chinese clients and international clients?

Carlotta Godio: So, another big difference – before I go a bit deeper in this topic – that I noticed for so many years, is that for example in China they will select you like a video vendor only if you have already done the most similar video production in China compared to what they are requiring. For example, we have been working for Stella Luna – it is a high-quality leather shoe design company – and, after a few months, another brand that is called Dissona – a leather bags company – saw the video and they wanted exactly the same video style, so they didn’t even consider to call other video production studio in China

or asking for a pitch or something. In the Western world, or at least for what I know in Europe and mostly for Italy, it’s exactly the opposite. That means especially if you work with fashion brands, they don’t want to have the vendor who knows about you and also about your competitors.

Matthieu David: Okay, let me understand it better. Is it before they think of confidentiality and they would like to stick with one Chinese digital video production company or is it because they believe that they have to differentiate themselves and it needs to be very creative? The question is: international brands, foreign brands or foreign companies, how do they select a video production studio in China then? Because there are many other companies which have not worked with Stella Luna and other brands and you can find many others! So, how wold they select a Chinese digital video production company not only based on the fact that it has not worked with competitors? Is it on the creative brief? Is it on the relationship purely? What are the criteria? I understand for Chinese it is because you have the most relevant experience.

Carlotta Godio: Yes, I think, video production in China is still very new to corporate entities and then they feel more secure with this option. They tell you what they want and they know you can provide the same quality. For, Italians it can be that they don’t trust you because you could tell their competitors about some numbers or some – let’s say – secrets. Also, it can be a little bit about their creative side of the business, that they feel maybe you will work with their competitors brand and you will do something very similar and they want of course to be unique in their video creation, video content. So, it can be both I guess.

Matthieu David: I see, that’s what’s happening with big agencies. They cannot work with competitors, so it’s pretty common in the West indeed. About the use – yeah go ahead.

Carlotta Godio: Yeah, going back to your previous question, I think the big difference can be both the quantity and the quality of the video productions in China compared to Europe, let’s say – you can see a lot of videos also on Taobao for example. You know, the big range will be the Taobao video promotion in China where you have maybe, I don’t know, the cousin or the brother of the shop owner or the factory owner, taking a video of their sister modeling with the shirts or trousers or whatever they are selling. They do video marketing in China by mobile phone and they will upload it immediately without even knowing about post-production for example. So, you have a really huge quantity of videos going online.

Matthieu David: For people who may not live in China, Taobao is an online marketplace, but what people may not know – amazon is not built this way – is that it’s not only about pictures! You don’t only see pictures when you buy a product on Taobao, but you very often see a video which is showing you the product from different faces and how to use it and how the solidity is, how resistant it is if they think that you buy the product because of its resistant. So, very often, you will see video content marketing in China for products on Taobao.

Carlotta Godio: Yes, and this doesn’t happen for example in Europe where even if you are working on a very low budget video, still, the quality is going to be a little bit more professional. So this is the main difference I guess and looking back at all our working years and experience we got, we went through the very beginning of our video production studio in China, where many brands didn’t use videos, they didn’t even consider it. They, of course,  we are using photos for the biggest part of their campaigns or promotional campaign but no video content marketing in China. Then, the video started to be more known, more used and more needed. It was a very good time for us because …

Matthieu David: You’re talking about China or …?

Carlotta Godio: Yeah sorry, sorry because actually, I am much more in the Chinese market, I don’t really follow the Italian one. So, I am more related to what is happening in the video marketing in China.

Matthieu David: So, what are the clients asking for when it comes to video promotion in China? for which use? We understand that Taobao is not the right segment because it’s usually poor-quality videos. What does it do with the videos? They can put on TV but it’s maybe for very, very big campaigns, and a bit rarer. It could be for a corporate video to display at the entrance of the corporate offices. Or is it for special uses like Youku, WeChat, which are very China-specific, or live streaming or sells on different platforms?

Carlotta Godio: Well, recently, since you have these big needs of content for any kind of social media, when we plan a shooting we always try and help the client not to focus only on the one format video, but we try to create much more content to be used. You will have for example the vertical format for the Instagram stories. Of course, the first and most common is the 16×9 format that you can use wherever you want, like Facebook or Youku. Both Chinese or Western social media can be fine for this format, but we like to collect as I was mentioning, the 1×1 format, that is the Instagram and then the vertical one, that is for Instagram stories. So, the same video will be edited in a few different formats to adjust to each single social media. That’s also what Chinese digital video production is about.

Matthieu David: I see, that’s interesting.

Carlotta Godio: And then we also try to collect like behind the scene or backstage videos for our clients. This is still some content that people want to see, want to watch, want to be part of the process. So, some pictures of course and maybe some GIFs. We try to sell a package that is not only one video for one social media, and another difference is of course that nowadays, video is a must for any brand and any company. In fact, all these channels have a huge appetite for content, then you need to find the way – even if you don’t have a big budget –, you still must find a way to make some video promotion in China. So, our production goes from the very handy-cam to the very big production where you have like 10 -15 people from the crew and you have something like ¥10,000 cameras or even $10,000 cameras. So that’s the range. The cost of video production in China can vary greatly according to the expectations. For example, if some clients are requiring some case studies or market research in China, we go to the interviews and record them with their clients. For instance where the client will tell about what is good about the product and why they like it. So yes, you need to create the most possible to be able to place it all around and create the best video content marketing in China possible.

Matthieu David: Very interesting. I feel that this ability to plan, this ability to leverage content, video into short videos, gif, as you say backstage videos, is actually something which indeed requires planning, requires professional thinking and I feel that it is certainly something that your clients may be impressed by, or very attracted by when you talk about this.

On your website, there are many things you are mentioning and I like to go through a couple of things because I don’t know if it is mainstream for Chinese digital video production or just beginning of a new segment. You talk about 3D animation, you talk about videography – meaning with a drone I believe – you’re talking about documentaries and video art. Those 4 segments for me were a bit new to the video production in China. Especially documentaries, because we are not in a country where documentaries can be so easily shot, so easily broadcasted. We are still in a country where there’s censorship. Documentaries on the other hand – and that’s something I saw with SK2 – are actually done by companies in China. And fewer media, less Chinese digital video productions, or maybe state-owned could be, but it is a brand and state-owned enterprise. Would you mind sharing a bit more about what you do in terms of documentaries, IR videography, video art and, 2D or 3D animations which seems a bit new to me?

Carlotta Godio: Sure. So, talking about documentaries and video production in China, we never had such kind of experience. It happens sometimes that we came through their security, telling us to stop the shooting. I don’t know if you were talking about this. What we usually do, because in terms of asking permission to shoot, it will take many months and also most of the time you won’t have the permission. So, what we do is to use a kind of spy equipment that is going to be very small and used by a crew of max 2 or 3 people, so you don’t show too much, because nowadays a lot of privates, they already use photo cameras that are already quite professional. So people around won’t see the difference between a private person shooting for their own interest and the other that goes more in-depth to shoot documentaries.

Matthieu David: Is it often asked, to run a documentary to your video production studio in China? Is it asked by companies in China? Is it asked by state agencies? Is it asked by foreign players? Is it a segment which is sizeable?

Carlotta Godio: Actually we are not so specialized in that field and so it doesn’t happen so much that they ask us to shoot documentaries but I have to say that it is always for me the most fascinating field because you can mix shooting and traveling. For example, we have been doing a video recently for Pepsi and we had to travel. It was, of course, a lot of fun and it was amazing, but the content was not sensitive and so, I mean it’s not a deal in terms of problems happening on-field or something like this. And, yes, that’s mostly it.

Matthieu David: I’m asking you the question because I feel that in the West, companies are trying to explain when was the business started, more and more how they are engaging in environmentally friendly actions, how they are inclusive and for these, they build short documentaries about how they benefit the society, etc.  So, my question was: is it a request you’ve had in China? Do you see something happening with documentaries in the same ways as we see in the West?

Carlotta Godio: Oh yes, for example with McDonald’s we have been shooting a documentary where we were showing the life of left-behind children centers that McDonald sponsors. So, we have been spending two days with these kids at school and showing how they spend their normal daily life from morning to evening and this is an example of what you were mentioning before for the creation of video content marketing in China.

Matthieu David: Exactly. I see. Talking about videography with drones. For the first time, yesterday, I saw a drone in Shanghai. At the corner of the street.

Carlotta Godio: Come on! There are a lot of them yes!

Matthieu David: In the street?

Carlotta Godio: Well yes. Also, in the sky.

Matthieu David: But it is regulated, not on the  5th floor or 10th floor right?

Carlotta Godio: It’s regulated because the software you use to fly is very, very precise and can stop your drone on flying higher if you are for example close to the airport area. For the airport area, it is not 10 or 100 meters, but it is actually kilometers. So, it’s quite safe, I guess.

Matthieu David: I see, so you’re using drones even in the street in China to shoot video promotion in China. Actually, it’s pretty open, pretty unregulated and you can get pretty creative, right?

Carlotta Godio: It’s much, much more open than in Italy for example. There, you need to have a patent. Here you need to register yourself as the owner of the drone in China, that is the plate number. In case something bad happens. I don’t know, for instance, if you break a car, they will know who was the one owning the drone. Other than that, it’s quite free.

Matthieu David: Interesting, it’s really a surprise from China and I think we see that with every interview we do. China is seen from the West as a place where there are a lot of regulations, where there’s censorship, where it’s difficult to do things, to be creative, and actually what you’re telling us is that you can pretty well use a drone in the city to shoot a movie while I’m pretty sure you cannot do it in Paris or in New York, I’m pretty sure you will be asked to put it down or you need to ask the authorities for permits to do that. What is the trend you see in the new formats? We talked about documentaries that are potentially a new format, we talked about IR videography, we talked about 3D but are VR, virtual reality or AR, already something happening or is it still something which is for the future? What do you see as new trends happening now and trends which are going to happen – especially with the advancement of 5G? So, what do you see as currently the new formats used and the coming formats?

Carlotta Godio: Actually, we don’t deal with VR, but I know it’s a big trend at the moment in China. Of course everything changes, everything evolves and each brand always tries to impress with video marketing in China. So, there was a time, a few years ago, where we made a lot of video mappings for example. It is the kind of, like maybe you know, the projection on building facades.

Matthieu David: Oh, you did that?

Carlotta Godio: Yes, our video production studio in China can do that also. For example, we did it for an Oppo’s video promotion in China

during their presentation of a new phone. After video mapping now, the brands are struggling to surprise the audience so yes, VR is going to be used also because of the experience you can give through VR production. So, for sure it’s going very well but as I mentioned already, we don’t do it so I cannot go in detail on this topic.

Matthieu David: What are the next changes you see in the industry of video marketing in China? 5G may impact it because it may make the use of videos even easier, faster to download, to stream. Do you see new trends coming out – in products and mapping actually you mentioned on your website, I didn’t understand…

Carlotta Godio: Well in China, if you use Chinese platforms if you use WeChat, if you use Youku actually speed is already nuts, also a big problem in my opinion and also I guess what is going to happen in the future is that every single video will be shorter and shorter because people are not patient enough. You know you want to see a lot of videos; you don’t want to spend 10 minutes or even 5 minutes on a video.

Matthieu David: What’s the best format? What’s the best time for Chinese digital video productions

then, from your experience? Is it 20 seconds, is it more?

Carlotta Godio: Of course, it depends. It depends on the message, it depends on the social platform you want sticking to. For example, we do a lot of events video as well, or company introduction videos. Company introduction videos cannot be 20 seconds, because you don’t have the time to even start talking about the company and that would not be a good video content marketing in China. We always suggest sticking into the two minutes which is the maximum amount of time somebody can give you his or her attention. Imagine, you open a website of a company you’re interested in the product they are selling. How much time would you give to that video? Or, for example, you are visiting an exhibition and you have hundreds or thousands of booths with huge LED screens projecting the introduction videos of their companies. So, you walk around and maybe you stop for half a minute, you need to watch all of the videos but still, it gives you an impression that will stay. Something that we also struggle with is that most of the time when it comes to video promotion in China, the clients always try to stick the most of the content they can add in the same video. So, they ask for five, six, or sometimes even eight-minutes video thinking that it’s going to be the best for them. This is not correct because it’s not the time that you dedicate to a video. The video needs to leave you with a positive impression, like wow! Beautiful or wow! Very hi-tech company or wow! Very lifestyle product whatever. Then, if you really are interested in that product or in that brand, you will search online and you will read much more precise information for example on the website or anywhere on the web. That’s what we need to explain as a video production studio in China.

Matthieu David: Do you do some tests? Are you asked to do some tests on the video to see how people react? It’s my research background – the consulting – which is coming back here, but are you asked by your clients after the first versions to do some tests with the target audience?

Carlotta Godio: Yes, we do it. Actually, we do it quite early with the storyboard.

Matthieu David: Already.

Carlotta Godio: Yes, because. of course, after the shooting, if you realize that something is not clear or something didn’t work well, it’s already late in terms of finance and time management to go back and change. So, usually, we do it a bit earlier to be sure that during the shooting everything is already decided and that it will work.

Matthieu David: I see, I see. Last questions we have at the end of every interview about China and yourself in China. What kind of resources do you read or watch? Actually, maybe you watch as well some content about China to stay up to date.

Carlotta Godio: So, I read Jing Daily is my favorite and its mostly because it is related to fashion, design, and brands. Also, it is not really focused on China. I also like a lot AdWeek which is a website and it will come with the newsletter also related to media, advertising and technology and everything related to videos.

Matthieu David: Very short videos.

Carlotta Godio: Yes. It’s a video channel for art, culture, and fashion, beauty and so on. It’s very general but they have a very high level and nice creative videos. Then the boring one is Shanghai Business Review. For this one, I have the newsletter, but yeah, I check it sometimes.

Matthieu David: What books would you suggest for someone to read about China?

Carlotta Godio: Oh, about China? I suggest a book that is not business-related if you don’t mind. It’s called “Leaving Mother Lake” and was written by Erche Namu. So, this is part of my background because as you mentioned before, I studied Chinese culture at the university and I wrote my thesis on this minority that is a matrilineal society living in the south of Tibet. This book is the story of a girl that is originally from this place and who became a famous singer and so she tells about her world that is very different, very particular and then all the story of how she first went to sing and to study in the bigger cities of China.

Matthieu David: No, no I thought it was the end, but thank you very much for choosing a novel, most of the people we ask for books select business books but actually, I strongly believe you learn more about the country through novels than through business books.

Carlotta Godio: I really like the culture, what I love about the book is the cultural side, not even of the big cities but like the remote areas. It’s a bit of a different book.

Matthieu David: Something that would not necessarily be discussed in business and you won’t see them in business books or even in newspapers.

Two questions about China – two more questions. Peter Drucker the thinker of business and strategy for businesses said: “In order to understand innovation, in order to foresee innovation, what’s going to happen in the future, you need to see the failures, current failures or current success that you were not expecting.” I’ll give you an example, I was not expecting that Google would leave the Chinese marker or Uber would leave China or amazon would fail. On the opposite, I would not expect that people would spend so much time on Douyin, TikTok, sharing videos which for me seem a bit meaningless and a waste of time. And I think that shows the innovation for the future. What have you witnessed in terms of success in China? It could be an industry, a company, or whatever, that you were very surprised about their a failure or a success.

Carlotta Godio: You mean related to…

Matthieu David: Your observation, what have you observed in China which has been successful and you were very surprised how successful it could have been. Of course, for instance, people are surprised by WeChat payment, how digital payment can be big in China. That was a very big surprise!

Carlotta Godio: Okay, I got it. I’m amazed about how good taste is being developed between younger Chinese communities. Before I remember, many years ago, nobody had any logic or any taste in dressing. They were mixing a lot of different styles, colors, but not in a nice way. I was always surprised because, in the end, you could check the label, they were very big brands and expensive clothes but putting together, they didn’t give you the idea of elegance or trendiness. Now, I think they are the best in the world because they keep this freedom of not following. For example, in Italy, you have a lot of very small cities where people always follow the same trend, the same fashion. Here they mix Chinese, they mix Korean, they mix Japanese, they mix European styles and they are very beautiful and elegant and each one is very personal. So, I love it.

Matthieu David: Yeah, I feel the same. Generally speaking about design, a lot of people were saying that China was not a country for design or a country for creativity, that it was a country for production. The fact is, I see much more creativity here compared to Paris. It can be in a coffee shop, the streets, the retail…

Carlotta Godio: Art galleries.

Matthieu David: Art galleries! everything actually is as creative or even more creative and sophisticated as a city like Paris which is said to be very creative.

Carlotta Godio: Absolutely! The same if I compare Shanghai with Italy now, I feel the same.

Matthieu David: True. Thank you very much for your time. We learned a lot about video production in China!

Carlotta Godio: Thank you. I hope I was not too boring.

Matthieu David: A very interesting talk about the format videos, because I think there are a couple of things you said which is leveraging one video into different formats which is a different use of video like documentaries used by companies. It’s certainly showing as a road for a new type of media and I think it is going to grow bigger and bigger, especially when we think about 5G in China and how connected the world is going to be. Thank you very much again, I hope you enjoyed, I hope everyone enjoyed as well to listen to us and to learn more about video content marketing in China.

Carlotta Godio: You’re welcome!


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.

Do not hesitate to reach out our project managers at dx@daxue-consulting.com to get all answers to your questions

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