Online Class Notes (Ally)

more interview questions – check out the questions from previous interviews that you’ve been to – try them in English

Vocabulary

gadgets: 电子产品

attentive: 注意的; 关心的; 专心的; 细心的; 留心的; 肯帮忙的;

cheat sheet: xiaochao

etc: et cetera, and so on …

repetitive: keeps repeating

universal: 统一的

fresh grads: university students

Q: Can you please introduce yourself?
A: I’m working in ad company for 8 years and I’m serviced for cosmetics and fast-selling and luxury … Although I have not work in marketing dept but I think I’m good at planning, execution and media-buy and social plan, budget allocation… There’s an honor to participate in the interview of your company.

Q: why ad to marketing

There are two reasons I want to transfer. One is when I worked for the advertising company. The working mode is based on the project, end of project is end of work – the work is so piecemeal. Unlike , wholistic view and business think and needs to think more about …  improve the product sales…

In advertising company, the campaign, like Tmall superday, may not part of the promotion of the whole year, not to focus on certain creative concepts but also aspects of entire product marketing period.

Q1: Why do you want to transfer from an advertising company to a marketing department？

Answer：

Hello, Everyone！It’s good to see you！
I’m honored to have this opportunity to participate in the interview of your company.

There are two reasons why I want to transfer to the Marketing Department.

The first reason is that the working mode of the advertising company is based on the project.

The end of the project is equal to the completion of the task, which is very piecemeal. So I feel like my good ideas and my hard work cannot make a difference for the brand’s big picture.

Unlike advertising companies, the Marketing Department needs to have a holistic view and business thinking, and needs to think more deeply about why a campaign or a a design or a WeChat article is necessary, and how they can work to improve brand awareness and product sales. Whereas back then in my work, I was only told to do these projects.

The Campaign of a festival (like T-mall Superday) may only be a single part of the promotion of the whole year. I don’t want to only to focus on a certain creative form, but also on all aspects of the entire product marketing period.

Whether creative idea, the execution process, media delivery, multi-department /cross-functional communication, or budget allocation … I want to be a part of all these processes. All this content forms a whole cycle, which makes the work in Marketing Department more comprehensive and complete.

The second reason is that I have been working in an advertising company for 8 years, and have been exposed to various industries such as beauty, fast selling, luxury, etc., and I have some understanding of each industry，but not deeply.

However, in the Marketing Department, I can have a more in-depth interpretation of brand design, brand positioning, brand values, and product focus.

I think it is also something that makes me proud, to focus on an industry that I love, and to promote a  product well and let more consumers like it ！

Q2: What is your ideal company？

Answer：

Firstly, this company can provide me with a suitable platform where I can find the industry I want to work in, which is in line with my career plan./which is the next stage of my career.

If I am provided with this platform, I can persist in doing my work and constantly grow and develop on this platform during the process. So in turn, I can make my contributions to the company, which is important to me.

In addition, the ideal company would have a good company culture
Every company has its own culture, and I hope in my future company, everyone who strives to do their best can be seen, and everyone’s ideas and abilities can develop. Actually I’ve witnessed a lot of employees doing very repetitive work, day by day, and I don’t want that to be my future career. I want to use my creativity and originality and to grow with my company.

Finally, I hope to help each other in the future company and continue to work for a long time. It’s not easy to meet a suitable company, so I will cherish my opportunity.

Q3:What do you think about the current whisky market?

Answer：

There are some trends on Chinese whisky market

Trend 1: The Asia Pacific market is becoming more important
In the past year, the amount of Scotch whiskey exported to the Asia Pacific region has not only increased
In 2022, it increased by 50% and surpassed the European Union and North America in terms of global exports, becoming the largest regional market for Scotch whisky. In the entire Asia Pacific region, China and India have the largest marketing share.

Trend 2: The domestic whisky market is more developed
Throughout 2022, due to various factors, the overall import volume and volume of spirits in our country have actually experienced a significant decline.

However, what caught our attention was that the whisky category was able to grow rapidly, with imports increasing by 8.39% and imports increasing by 20.34%.

This is enough to demonstrate the strong position of whiskey in the imported alcohol category, and the demand is still continuously growing.

在整个2022年，受到各种因素影响，我们国家整体烈酒的进口额和进口量其实是有着不小程度的下滑的，不过让我们眼前一亮的是，威士忌这个类别却可以遊势增长，进口量增长了8.39%，进口额更是增长了20.34%。足以说明威士忌品类在进口酒类这一大目录里的强势地位，且需求仍在持续不断的增长。

Trend3: Consumers are younger and have strong purchasing power
The trend towards younger consumers of whiskey is more pronounced, with users in the 90s and 95s reaching 63.8%.
It is worth mentioning that more post-00s are showing an increasing interest in whiskey, accounting for Generation Z
42% of generation users, an increase of 9% compared to last year.
In addition to age, male users are still the main force of whiskey in terms of gender distribution, and users with bachelor’s degree or above account for over 75%.
They have Strong purchasing power.

趙势3：消费者更年轻了，且消费力很强

威士忌消贵者的年轻化趋势更加明显，90、95区00后后用户达到了63.8%。
值得一提的是，更多的00后愈发的表现出对威士忌的火趣，占Z世代用户的42%，较去年提升9%。除了年龄，在性别分布上，男性用户仍是威士忌的主力军，且本科及本科以上学历用户占比超75%。
购买力很强。

Finally, he is actually different from ordinary products.
In fact, it can also provide us with a lot of emotional connections, and I think it will be more good in chinese MKT

Q4:What are your advantage in this job？

Answer：

I have over 8 years of experience in the advertising campany and I am good in campaign planning, execution, and social（KOL and media buy）.
I am familiar with market analysis (accurately identifying customer needs)

I have strong planning and execution abilities, as well as a good understanding of the current trends in digital marketing

I am served many large clients: L’Oreal, Unilever, LVMH, understanding the brand’s needs

Although I have never worked in the market，I really enjoy the drinking， I feel that only by truly loving something from the bottom of my heart can I do a good job in this industry’s