Exporting Made in China Through Influencers: Relay Club's Jim Fields

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Can Chinese brands get a voice abroad? Today we are talking to Jim Fields. He's a social media influencer on YouTube and Bili Bili with tens of thousands of followers - and he recently founded an influencer management platform for Chinese brands going outbound called relay.club, which has just finished a round of angel fundraising.
1. What is Relay Club, and what problem is it set up to solve?
2. What's the advantage of a China-based influencer service? It's about authenticity.
3. What are the differences between influencer marketing in China and the West?
4. Is there a difference between how influencers make money on YouTube vs. Bilibili?
(See Jim's video on the subject: https://www.youtube.com/watch?v=A2oowcPatV4)
5. What are the cultural differences in how influencers are used by brands?
6. How does Shanghaizhan monetize its influencers? It's a labor of love
7. What about exporting social commerce?
8. What's the best way to budget your allocation on influencers? Focus on engagement & reach and less on follower count
9. What's the right influencer strategy? Scatter or a singular, long-term approach?
10. Any outlandish brand experiences you'd like to share? How about re-useable balloons?
11. Do we need to re-think the influencer model under Web3/metaverse?
12. I want to be an influencer. Any advice you can give me?
13. How do you avoid social media haters and toxicity?
14. A/B Test: KOLs, TikTok and Real!
Jim Field's Links:
On YouTube: https://www.youtube.com/channel/UCfjpfd1ZEYBcrv6umNKDANw/featured
On Bilibili: https://space.bilibili.com/32384384?spm_id_from=333.337.0.0
On Linkedin: https://www.linkedin.com/in/jifields/
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https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825ac
Bryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin: https://www.linkedin.com/in/alikazmi/