VIP Class Notes (Tibo)

We had a lot of pitches before the Chinese new year.
Those cases already have their own vendors belong to other companies so we don’t have a lot currently.

Even in 2023 the economy is gradually recovered, not so fast.

From my perspective it will be much better than last year.

For the advertisement industry how much we earn from our clients depends on our client’s marketing budget.
If they have a large amount of money we can earn more money from them. If they reduce we also will be affected.

It can be in every area, we choose a cheaper KOL and we use some cost efficient channels to replace the expensive ones.
Also our clients pay more attention to their ROI.
Apps like tik tok -> live streaming apps

They can give gifts for each new user downloading the app.
It is the most efficient method.
Maybe you use 100 yuan and you only have 50 yuan reward.

Normally the result can be predicted we have the historical data.
If there is nothing big event happen we can predict.

It is efficient if you want to improve the traffic.

It is normally used in some official occasions or the work place such as your work email but in their leisure time if you want to learn promotion information we won’t use email.

We subscribe to the wechat account but not emails

Wechat articles content is more rich and we have interactive things like videos or games.

I read some articles.
I think in western countries the e-commerce is more popular especially among the young generation like gen z

they value something shows their personality.
Compared with millennials gen z are more rational and they more like Japanese culture.

They evaluate a lot of things, if they buy this thing if the good is value a lot on the emotional aspect and the functional aspect and compare with competitor if the brand has unique advance like if it environment friendly or not.
Wether they agree with the culture or not

The most important is some emotional thing -> the emotional aspect

if they want gen z customers become the loyalty they need to share the same value with the consumers.

I am more value the functionality, is this product suit me or or not.

For most brands in the market they develop subbrands like Xiaomi has Hongmi or Huawei has Honor.
And those brands are under the same corporation and different brands target different customers.

It depends on consumers personally. For those brands value they just separate.

We had a lot of pitches before the Chinese new year.
Those cases already have their own vendors belong to other companies so we don’t have a lot currently. These companies already had another vendor partner and we were not able to make them switch  / we were not able to convert them to our services

Even in 2023 the economy is gradually recovering, but it is not so fast. / but it is a slow process

From my perspective/point of view it will be much better than last year.

For the advertisement industry how much we earn from our clients depends on our client’s marketing budget.
If they have a large amount of money we can earn more money from them. If they reduce their spendings/budget we also will be affected.

It can be in every area, we choose a cheaper KOL and we use some cost efficient channels to replace the expensive ones.
Also our clients pay more attention to their ROI.
Apps like tik tok -> live streaming apps / short video platforms 

They can give gifts for each new user downloading the app.
It is the most efficient method.
Maybe you use 100 yuan and you only have 50 yuan reward. / maybe for a CNY100 budget you only get a CNY50 result

Normally the result can be predicted we have the historical data.
If there is nothing big event happen we can predict. -> Unless there is a big event we can predict the result based on historical data

It is efficient if you want to improve the traffic.

It is normally used in some official occasions or the work place such as your work email but in their leisure time if you want to learn promotion information we won’t use email.-> emails are considered more formal in China and people use it for official things or for work. For more personal things they will not use it.

We subscribe to the wechat account but not emails

Wechat articles content is more rich and we have interactive things like videos or games. / interactive content.

I read some articles.
I think in western countries the e-commerce is becoming more popular especially among the young generation like gen z

they value something shows their personality. They value ways to express their personality 
Compared with millennials gen z are more rational and they like Japanese culture more. / they are more interested in Japanese culture / they resonate with Japanese culture more 

They evaluate a lot of things, if they buy this product if the good is value a lot on the emotional aspect and the functional aspect and compare with competitor if the brand has unique advance like if it environment friendly or not.

They evaluate a lot of factors. They consider the emotional aspect but also the functional one. They also compare with competitors to see if this brand has a unique advantage  / they also consider if they resonate with the brand

Wether they agree with the culture or not

The most important is some emotional thing -> the emotional aspect / connection

if they want gen z customers to become loyal  they need to share the same value with the consumers.

I value functionalities more, does this product suit me or or not?
I value functionalities over emotions (functionalities are more important than emotions for me)

For most brands in the market they develop sub brands like Xiaomi has Hongmi or Huawei has Honor.
And those brands are under the same corporation and different brands target different customers.

This is a personal decision made by consumers. 

Vocabulary

loyalty (n)
Brands reward customer loyalty with special programs

loyal (adj)
Tom is a loyal Apple customer, he only buys apple products

to resonate (v) 引起某人的共鸣 / feel like you belong in a group / feel it is something you can understand
I really resonate with this painting. it reminds me of my childhood

vague (adj) not clear / not specific
The CEO said they would increase profit this year but he stayed very vague on how they would do that.

Millennials: Born 1981-1996 (27-42 years old)

Gen Z: Born 1997-2012 (11-26 years old)

Gen Alpha: Born early 2010s-2025 (0-about 10 years old)

empirical (adj) based on one’s feeling or experience
I believe young people in China spend more than young people in the west but it is purely an empirical observation

short video app (n) apps like douyin / kuaishou…

return on investment (ROI)
For a media platform it is based on engagement

to value X over Y : consider X more important than Y
High earners may value design over price because low earners may be more sensitive to price

Pronunciation

career