Christian Zhang

Most European brands fail in China not because of their product, but because they assume market entry is mainly a question of distribution and sales partners. In reality, success is decided earlier: through visibility, trust and an understanding of platform logic, long before anything is sold. On top of that, China is not a single, uniform market but a constellation of regions, target groups and consumer ecosystems – even small niches reach a commercial scale there that makes Western segmentation logic look outdated. Christian shows why brands that think too fast and too narrowly fail because of this misjudgement, and what a realistic, consumer-driven understanding of the market looks like – China as its own strategic discipline, not a risk.

Agencies are under pressure to reduce repetitive work and create more space for strategic thinking and creativity. At the same time, expectations around speed, consistency and reliable decisions keep rising. Christian offers insights into how AI agents can be integrated across research, strategy, content and execution, rather than remaining an isolated content tool. He describes how AI-enabled workflows, dashboards and shared knowledge accelerate learning loops and improve service quality – directly from agency practice. The focus is not the tool, but the question of which work people will take on in future and which is worth automating.