The Musings Of An Opinionated Sod [Help Me Grow!]


China Is More Than Just Big Numbers And So Is Singles Day …

As I’ve said many times, I miss China.

I miss everything about it. Except the pollution.

It was – and remains – an incredible important and special place in my life, personally and professionally, and I’m so grateful I get to still do work there.

That said, there’s days where I miss it more than most and today is one of those.

Singles day – because of the date 11.11 – has become the single biggest shopping day on the planet. Bigger than the global Black Friday and New Years Day sales put together.

I have had individual clients sell US$100 million+ of product on that single day … and as huge as that is, it’s nothing compared to some other brands. You see, for all the talk of Singles Day being the luxury brand bonanza, the reality is it’s the more mundane things that sell in far bigger quantities.

There’s lots of reasons for that, of which money is only a small part.

That aside, the whole thing has become an extravaganza … even featuring international celebs [before they were in disrepute] in the lead-up … and yet, while it has finally been ‘discovered’ by many in the West, it still blows my mind at how little they really know, or care, about what started it, what drives it and what it represents to millions in the Middle Kingdom.

Of course I shouldn’t be surprised, because where China is concerned, the West still prefers to be deliberately ignorant to the goings on there … preferring instead to either ignore anything until is comes to the West, or just repeating what they’ve read somewhere without delving more into the culture or the history.

And that’s what I saw a lot there.

In fact, it’s a lot of what I saw wherever I lived, especially in Asia.

The preference for headlines rather than the details.

Easy wins instead of earning your rights.

Acceptance only when it was localised.

What scares me is this attitude seems to be extending beyond just knowing other cultures … but approaches to planning.

Answers rather than listening.
Comments rather than thinking.
Responses rather than considering.
Generalisations rather than nuance.
Complicity rather than a point of view.

I appreciate we live in a world where there is commercial benefit in speed. And while that doesn’t automatically mean it is wrong, it only works if you have people with the real experience and knowledge to be able to answer the problems properly.

There’s a massive difference between someone looking things up on Google and someone who appreciates the nuance and layers that goes behind opinion, beliefs and behaviour.

And yet too often these people don’t get valued by their companies.

Viewed as too costly … when the experience and knowledge they have is the difference between resonating with culture or shouting at people.

Or said another way, doing work that is for people rather than about them.

It blew my mind how little Western markets, and companies, valued my – and everyone else I know who spent considerable time in Asia – experience. I constantly felt a sense of distain from those who had never been there … as if the work and culture didn’t count for anything … despite the history, the economy, the culture and the technology.

Fuck, I had someone recently ask me if I knew TikTok was a Chinese company. A person who claims to be ‘an expert’ in digital. You should have seen their face when I told them that not only did I know that, but it had been around in China for years before it had come to the West.

This does not mean you have to live in another country to care about it. But generally, you do have to if you want to have any way of understanding it beyond the headlines and the superficial clickbait.

Which is why in the next few weeks if someone tries to present you a deck entitled, ‘Singles Day: all you need to know’ … just ask them what the premise is.

If they only talk about big numbers – and, god forbid – something to do with Confucius, run the other way. And if you think I’m joking, I can tell you about the time I was in Beijing and sat in a meeting full of CEO’s and the guest speaker started talking about his proprietary strategy for using Twitter, until it was pointed out that the government ban it there.

This guest was the head of strategy of a major ‘global’ digital agency.

Whether you like it or not, China is vital to your business.

Might be directly or indirectly, but it can’t be ignored, even if your ego has to take the hit.

The fact I have to write this in 2021 is mind-blowing, but here it goes:

Hire Chinese talent.
Value Chinese talent.
Learn from Chinese talent.

I promise you they’ll be able to help you and tell you stuff that is far more insightful and valuable that someone writing a presentation on Singles Day from information sourced via Twitter or the Daily Mail.

Love you China. Miss you.



I Will Never Forget Nor Stop Being Grateful For Your Sacrifice …
November 11, 2014, 11:11 am
Filed under: 11.11 @ 11.11

The significance of today must never be allowed to pass by.

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