Marketing in China's unique digital-data ecosystem

Campaign visits Miaozhen Systems in Beijing, where senior executives from GSK and Mindshare join Miaozhen's founder and CEO, Wu Minghui, to discuss the particular challenges brands face given the country's unique data environment.

In China, the so-called BAT players (Baidu, Alibaba and Tencent) hold sway over data describing the country's hundreds of millions of internet users. This silo effect has given rise to players like Miaozhen Systems, which connects data sources to provide clients with greater insight into internet users across market segments and their historical behaviour. The company helps not only agencies but also brands such as GSK understand and react to their online and offline media mix to more effectively reach consumers. 

This video features:

• Wu Minghui, Founder, Chairman and CEO, Miaozhen Systems
• Sandy Ma, China Media Director, Consumer Healthcare, GSK
• Charlie Wang, Partner, Digital, Mindshare Beijing [Editor's note: After filming, Wang moved to ReachMax, where he is COO.]