Evolving From KOLs to Chinese Influencer Groups: Insights Guru, Julien Lapka

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

What's the future of influencer marketing in China? To insights expert, Julien Lapka, successful brands focus on influencer groups rather than KOL powerhouses such as Austin Li. It comes down to uncovering unique insights, not often found in databases. Julien is the founder of Inner Chapter, an agency that turns insights into commercial IP. Julien is also co-owner of Revolving Door, a speakeasy behind a small coffee shop, located near XinTianDi in Shanghai. Today's episode is sponsored by our friends of Campaign Asia.
1. Why open a speakeasy and what's behind the name, Revolving Door?
2. How did you get into the insights business and why set up your own shop?
3. How e-commerce has dramatically how you uncover insights
4. Trends in Shanghai should not represent China trends.
5. The 2 Chinas: Those who work hard to survive & the others who can afford to "lie flat"
6. The rise and popularity of Dystopia
7. Insights Mining in 2022: Home Visits Still Work the Best
8. Home Visit Insight War Stories: Turning Tea Leaves into Skin Rejuvenation Post-Surgery Product
9. Data Looks at Past-Behavior - It doesn't predict the future
10. First Installment of Taobao Silk Market: The Squid Wins!
11. Do Chinese brands have the upper hand? In which categories?
12. Julien's favorite innovative Chinese brand: HeyTea
13. Building brands that will last needs more than KOLs but influencer groups
14. Connecting "spicyness" to behavioral psychographics - spicy as a stress reliever
15. A/B Test: Knedlíky or Jiaozi: the answer will surprise you!
Julien's Links:
1. Julien on LinkedIn: https://www.linkedin.com/in/julienlapka/
2. Inner Chapter Website: http://innerchapter.co/
3. The Revolving Door: https://www.thatsmags.com/shanghai/directory/1799099/revolving-door
Links to the Taobao Silk Road Products:
1. Illuminated Fingernails: https://m.tb.cn/h.fPSs7lK?tk=N6q22WRG8UQ
2. Magic Touch Covid Button Pen: https://m.tb.cn/h.flTPlza?tk=hQyx2WRGgmI
3. The Rat Floormat: https://m.tb.cn/h.flTltGb?tk=caPI2WRuO63
4. Giant Grilled Squid Pillow: https://m.tb.cn/h.fOS3TVZ?tk=v2jq2WRFHI5
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ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
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