Event Details

This is part of the West Coast Initiative's "China Business 101", a series of prescriptive webinars aimed for new entrants to the China market. An FAQ on this topic will be available on our AmCham Shanghai website.


In order for a business to sell any product, they need to make their potential customers want to buy it. However, for many US entrants to the China market, navigating the advertising landscape is a tricky proposition. How do you find which consumer market to target? What are common advertising outlets? What are examples of successful advertising strategies used by other foreign firms in China? How does advertising in China differ for B2C and B2B-focused companies?


Alex Duncan and Kristina Knut of KAWO will give an overview of the marketing & advertising environment in China, giving you the tools needed to succeed in this market.


Topics:

  • Chinese Consumer Profiles
  • Marketing in China
  • Influencer Marketing
  • Video & Livestreaming

Speakers

  • Alex Duncan (Co-Founder and Product Lead of Kawo)

    Alex Duncan

    Co-Founder and Product Lead of Kawo

    Alex is the Co-Founder and Product Lead at KAWO, a major Software as a Service marketing provider in China. His company has worked with over 500 major global brands, helping them create tailored content for advertising and gain insight into their Chinese consumer base. He has over 16 years' experience living in China, garnering a specialization in the Chinese social media landscape.

    Alex has a depth of experience in online sales and marketing, founding companies such as Made to Fit Me, The Silk Service and NehruClothing.co.uk.

    Alex holds a degree in Biology, Chemistry, Geography, and Mathematics from the Newcastle-under-Lyme School and a Bachelors in Zoology and Animal Biology from Durham University.

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  • Kristina Knut (Marketing Director of Kawo)

    Kristina Knut

    Marketing Director of Kawo

    Kristina leads marketing activities at KAWO - an enterprise social media management platform for Chinese platforms WeChat, Weibo, Douyin and Kuaishou.

    Kristina is adept at digital media strategy & planning, influencer outreach. During her career, she has worked with Zombie Studios, Digital Domain, LAIR, BalletMet, and a wide roster of digital creators.

    Kristina has a track record in executing impactful global social media campaigns [Acer's brands Predator Gaming, ConceptD].

    Kristina grew up in a multilingual environment, and can speak Estonian, Russian, English, German, and Chinese. Kristina has spent the past 10 years between Denmark and China.

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