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Jenny Chan

WARC China Editor & Speaker | Inbound & Outbound Trendspotter | East-West Bridger

Jenny Chan is the China Editor at WARC with extensive professional experience in business journalism. She has more than a decade of experience spanning print media and network television.13 Based in Shanghai, she oversees bilingual content planning and curation for topics with both China outbound and domestic focus.1

Professional Background

Academic Role:: In addition to her work at WARC, Jenny Chan is an Assistant Professor of Sociology at the Hong Kong Polytechnic University.2 She is affiliated with the China Research and Development Network and is known for her scholarly work on labor issues in China.

Research Contributions:: Chan is a notable researcher who has done groundbreaking work exploring the emergence of a new working class in China, particularly focusing on young migrant laborers. She co-authored the book Dying for an iPhone with Mark Selden and Pun Ngai, which examines the lives and working conditions of workers in Chinese manufacturing.2

Professional Achievements:: She has won two internal Ascential Awards (Elite & Epic) for her work and is recognized for her expertise in business journalism and sociological research.1

Highlights

Mar 14 · linkedin

Spikes Asia day 1 panel √√√ Go go go 'Spikies'!!!

Our 出海 topic with Phoebe SHEN: “Cultural and Creative Considerations to Transcend Borders of China” was very well-received as that direction is quite rare in a regional creative conference!

Why are we talking about this topic at this particular time?

Macro level: There are more and more Chinese brands with overseas revenue contributing up to more than half of their total, such as Haier, roughly 52% of revenue from overseas markets in 2022.

Micro level: I started with 2 real stories from normal-but-not-normal consumers. I asked our own WARC colleagues living in London and Mumbai to try and isolate their key decision criterion for their most recent purchase involving a Chinese brand.

Remember that these guys eat, live, sleep, drink, dream marketing effectiveness so they were able to retrospectively and consciously analyse their own buying decision afterwards.

First story: BYD versus Hyundai. BYD's specs and price, after evaluation, were way better than Hyundai, and still a Hyundai EV was picked by the first colleague because the brand represented better 'credibility'.  That is the key word.

Second story: OnePlus versus Samsung. Another colleague was a self-professed Samsung fanboy for many years and switched to OnePlus as it become a sort of must-have for techies in the know. What's key is the brand has always doubled down on OnePlus's niche target audience: techies.

大家对这两个故事有啥感想?

#SpikesAsia2024 #MakeItWARC #MarketingEffectiveness #ChinaOutbound

Related Questions

What are some of Jenny Chan's most notable achievements at WARC?
How has Jenny Chan's background in business journalism influenced her work at WARC?
What specific topics does Jenny Chan focus on in her bilingual content at WARC?
How does Jenny Chan's work at WARC differ from her academic research on labor issues in China?
What are the main themes in Jenny Chan's book "Dying for an iPhone"?
Jenny Chan
Jenny Chan, photo 1
Jenny Chan, photo 2
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Location

China