Vivian Chang's guest appearances

Vivian Chang

China Paradigms

The Big Leap Podcast

Kevin Bacon

Thomas Graziani

Ian Stewart

Raja Rajamannar

Greig Charlton

Claudia Masueger

Daphne Tuijn

Milad Nouri

Mike Hofmann

Nicolas Jouvenceau

Stephane Grand

Thomas Morisset

Sheri Bachstein

Ashley Fauset

OwlTail

How do you win in direct-to-consumer? Clorox VP of Growth Vivian Chang is taking the consumer giant’s 50+ brands straight to the people with data science, predictive modeling, and deep data-driven insights.  That means moving from general demographics to more precise psychographics to build subscriptions, work hand-in-hand with existing retail channels, and give millennial consumers the ultimate in convenience.  And that requires building a holistic data pool across the CPG enterprise level and connecting all the dots from mobile and CRM and retail.  “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier.  About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: https://clevertap.com/​  Our Socials LinkedIn: https://www.linkedin.com/company/clev...  Twitter: https://twitter.com/CleverTap​​  Instagram: https://www.instagram.com/clevertapof...  Facebook:https://www.facebook.com/clevertap   CHAPTER TIMESTAMPS 0:00 Intro 4:26 CPG to DTC 7:02 Data synergies across the enterprise 9:04 Demographics to psychographics 12:51 Anatomy of an engaged customer 15:04 Personalization 17:26 Surround sound marketing 19:15 Retention &amp; engagement 20:18 Marketing team structure 23:13 The future of marketing data 25:42 Solving channel conflict 27:46 Advice for CMOs

How do you win in direct-to-consumer? Clorox VP of Growth Vivian Chang is taking the consumer giant’s 50+ brands straight to the people with data science, predictive modeling, and deep data-driven insights.  That means moving from general demographics to more precise psychographics to build subscriptions, work hand-in-hand with existing retail channels, and give millennial consumers the ultimate in convenience.  And that requires building a holistic data pool across the CPG enterprise level and connecting all the dots from mobile and CRM and retail.  “CleverTap Engage” is a video interview series featuring the globe’s most respected CMOs and executives, shining a light on how to achieve meaningful and memorable customer engagement. The series is co-hosted by Peggy Anne Salz and John Koetsier. About CleverTap: We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.  Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty. Visit our website: <a href="https://clevertap.com/​" rel="nofollow" target="_blank">https://clevertap.com/​</a> Our Socials LinkedIn: <a href="https://www.linkedin.com/company/clev" rel="nofollow" target="_blank">https://www.linkedin.com/company/clev</a>...  Twitter: <a href="https://twitter.com/CleverTap​​" rel="nofollow" target="_blank">https://twitter.com/CleverTap​​</a> Instagram: <a href="https://www.instagram.com/clevertapof" rel="nofollow" target="_blank">https://www.instagram.com/clevertapof</a>...  Facebook:<a href="https://www.facebook.com/clevertap" rel="nofollow" target="_blank">https://www.facebook.com/clevertap</a> CHAPTER TIMESTAMPS 0:00 Intro 4:26 CPG to DTC 7:02 Data synergies across the enterprise 9:04 Demographics to psychographics 12:51 Anatomy of an engaged customer 15:04 Personalization 17:26 Surround sound marketing 19:15 Retention &amp; engagement 20:18 Marketing team structure 23:13 The future of marketing data 25:42 Solving channel conflict 27:46 Advice for CMOs

Winning direct-to-consumer with Clorox VP of Growth Vivian Chang

In this episode, Matthieu David interviews Vivian Chang, founder, and CEO at Crush Collection. Created in 2009, the brand is specialized in cashmere garments. Through the story of Crush Collection, Vivian Chang tells us how she managed to start an apparel brand from the sourcing of factories, the relationships with retailers and product understanding. Together, we try to figure out what are the mistakes to avoid when it comes to creating a brand. In this episode, you will learn how to become a successful and promising apparel brand creator from the choice of the business model (very linked to the branding strategy) to the choice of the right distribution channel and the interaction with suppliers.=======================================================This podcast is sponsored by daxue consulting, a strategic research firm that answers complex business questions on the Chinese market with traditional and tech tools. Since 2012, daxue has served more than 250 clients and completed more than 300 projects. Subscribe on : https://www.youtube.com/playlist?list... ======================================================= Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. We are leveraging a multiple-methodology approach in order to support clients’ needs, auctioning traditional methodologies as well as technology-driven tools. Read more on : http://daxueconsulting.com/blog/ ======================================================= Connect with daxue consulting : 1. Reach us on : http://daxueconsulting.com/contact-us... 2. Learn more on daxue's blog : http://daxueconsulting.com/blog/ 3. Like us on Facebook : https://www.facebook.com/daxueconsult... 4. Follow us on Twitter : https://twitter.com/DaxueConsulting 5. Follow us on LinkedIn : https://www.linkedin.com/company/daxu... ======================================================= https://youtu.be/uNQ_OfkmgnE=======================================================

In this episode, Matthieu David interviews Vivian Chang, founder, and CEO at Crush Collection. Created in 2009, the brand is specialized in cashmere garments. Through the story of Crush Collection, Vivian Chang tells us how she managed to start an apparel brand from the sourcing of factories, the relationships with retailers and product understanding. Together, we try to figure out what are the mistakes to avoid when it comes to creating a brand. In this episode, you will learn how to become a successful and promising apparel brand creator from the choice of the business model (very linked to the branding strategy) to the choice of the right distribution channel and the interaction with suppliers. ======================================================= This podcast is sponsored by daxue consulting, a strategic research firm that answers complex business questions on the Chinese market with traditional and tech tools. Since 2012, daxue has served more than 250 clients and completed more than 300 projects. Subscribe on : <a href="https://www.youtube.com/playlist?list" rel="nofollow" target="_blank">https://www.youtube.com/playlist?list</a>... ======================================================= Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. We are leveraging a multiple-methodology approach in order to support clients’ needs, auctioning traditional methodologies as well as technology-driven tools. Read more on : <a href="http://daxueconsulting.com/blog/" rel="nofollow" target="_blank">http://daxueconsulting.com/blog/</a> ======================================================= Connect with daxue consulting : 1. Reach us on : <a href="http://daxueconsulting.com/contact-us" rel="nofollow" target="_blank">http://daxueconsulting.com/contact-us</a>... 2. Learn more on daxue's blog : <a href="http://daxueconsulting.com/blog/" rel="nofollow" target="_blank">http://daxueconsulting.com/blog/</a> 3. Like us on Facebook : <a href="https://www.facebook.com/daxueconsult" rel="nofollow" target="_blank">https://www.facebook.com/daxueconsult</a>... 4. Follow us on Twitter : <a href="https://twitter.com/DaxueConsulting" rel="nofollow" target="_blank">https://twitter.com/DaxueConsulting</a> 5. Follow us on LinkedIn : <a href="https://www.linkedin.com/company/daxu" rel="nofollow" target="_blank">https://www.linkedin.com/company/daxu</a>... ======================================================= <a href="https://youtu.be/uNQ_OfkmgnE" rel="nofollow" target="_blank">https://youtu.be/uNQ_OfkmgnE</a> =======================================================

5: How to start an apparel brand and bring it to an 18 million RMB idea with Vivian Chang