Chengdu International Advertising Festival (CDIAF) was held on 8th and 9th November 2022 and is one of the biggest advertising festivals in southwestern China. Many tech giant companies joined the festival, including; Alibaba, Australian Tourism Department, Henkel and Schwarzkopf.
Jensen Yan, Managing Director of our China office, attended the festival and joined the panel of ‘Why Brands Choose Chengdu to Settle down’ with the Marketing Director CN of Australian Tourism Department, previous Vice President of China Data and Digital Marketing of Unilever and the Director of Man Ji.
First question in the panel: ‘What brings you to Chengdu?’ Chengdu is the capital city of Sichuan Province. When Crowd settled down in China, the first project was promoting Sichuan Province to the world across all social media platforms. We worked with a Chengdu local brand - Jiang Chipao.
Jensen from Crowd stated in the panel: “Chengdu is one of the most diverse cities in China, with 55 ethical minorities. Just like Crowd with such a diverse team across the world.”
Second question in the panel: ‘What are the challenges that you face in the Chinese market?’
The Chinese market is the biggest market in the world, it has its own rules and culture. As Crowd is a British company, it takes a while for us to understand the business culture in the Chinese market, and it is essential to have a local Chinese team to help brands better break into the market.
The slogan of CDIAF is ‘From the Eastern China to the Western China’. Chengdu is in the centre of southwestern China, and it became the Tier 1 city in China last year. This is also a signal for brands which have a plan to break into the Chinese market: The Chinese government is pushing the development of western China, especially Chengdu. So, there will be more opportunities in Chengdu compared to the big cities in eastern coast China, such as Shanghai, Shenzhen, Guangzhou.
Joining Crowd after completing his Masters Degree, Jensen heads our offices in China and works with clients looking for expertise in the Chinese market as well as Chinese clients looking to market themselves outside of China.
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