Jocelyn

Jocelyn Eikenburg knows China from a marketing and advertising perspective. She was a staff writer for three years with Global Sources, the premier international trade media company. There, she worked from offices in Shanghai and Taipei to develop marketing materials for manufacturers in China. She was also a staff writer for one year with the China Chemical Network, China’s largest B2B online portal for the chemical industry, where she assisted with the development of online advertisements and web content for chemical manufacturers in China. Other positions she has held in China include research assistant and writer for the International Network on Small Hydropower, and English teacher at Henan College of Education. Jocelyn is fluent in Mandarin Chinese and has a deep understanding of Chinese culture, through five and a half years of living in China. Since returning to the US, she has established her own firm, offering the unique combination of business-to-business marketing assistance, Chinese translation, and cultural advice about China.

China + automotive industry marketing…think brand competition

When it comes to China’s automotive industry marketing, one thing is for certain — it’s a branding nightmare out there. The Shanghai Daily doesn’t mince words about it, titling a recent article Car War Sparks Battle of Brands: “China’s car market continues to be driven by novelty, with a majority of potential buyers attracted to […]

Pay attention to your tech-savvy audience in China — or perish

Microsoft is getting sued…so is a search engine…in China. That’s right — China. These are not a couple of blips on the corporate radar in the litigious-happy Western World, but a show of discontent from a country that more than 25 years ago couldn’t have given a bowl of rice about what consumers thought. In […]

Independent travel is on the rise

National Day may be over…but travel is still going strong this month. Temperate weather from Beijing down to Hong Kong spurs those with the desire and means to hit the roads. But, to paraphrase a Bob Dylan lyric, travel habits they are a’ changing. These articles from the Xinhua news agency (Chinese) and Financial World […]

Marketing to execs and bosses in China’s hinterlands: don’t let the scenery fool you

Recently I ran across a company that went to the inner provinces of China…they were hoping to sell a B2B concept to executives and managers in their field. The sight was disconcerting to them: an infrastructure that appeared underdeveloped compared to the US; austere buildings and facilities. So they made an assumption — maybe these […]

The Marketing Gold in China’s National Day Holiday

China’s National Day Holiday has just passed us — and they don’t call it “Golden Week” (黄金周)for nothing. Take for example this CCTV report surveying 36 retail stores in Beijing (Chinese). By October 4, their combined sales from the holiday already topped 143 million yuan — or around 18 million US dollars — which is […]

Wei, ni hao…mobile phones are a great way to reach the masses in China

If you’re looking for a new way to target consumers in China, why not consider doing it through mobile phone marketing? In this Click-Z article: a very large opportunity for mobile marketing I am once again reminded of the vast marketing potential of the mobile phone in China. The author Laura Marriott writes: China has […]