086: Gregory Prudhommeaux – Understanding the Chinese Consumer Inside Out

086: Gregory Prudhommeaux – Understanding the Chinese Consumer Inside Out

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Experts predict Asia's travel market will grow 56% to $670 billion by 2024. CEO Tony Fernandes has already set out a Digital Transformation strategy that will evolve AirAsia from being an airline to a digital travel company. It's a bold challenge, but one with the right leadership and vision in place. In my playbook for change, "The Digital Transformation Story" I share case studies of brands who are facing the digital transformation challenge, a challenge that is ultimately about people not digital.

In this disruptive shift from Industrial to Digital, Pipeline to Platform, companies will need to adapt from the Big Idea to Big Data. Communication will shift from the external buying of attention to internal storytelling to create innovative tribes of purpose within their ecosystems.
Today our mission is to understand the Chinese market and the Chinese customer a little better. What better way of doing that than going to Shanghai and talking to a man from France? Not being trite, my point is that often the best way to understand a market is to come from the outside. So, joining us today for ATP Stories is an entrepreneur who has spent the last 20 years of his career coming from the outside, Gregory Prudhommeaux. We’re going to talk about entering the Chinese market, the importance of WeChat and how the Chinese market is changing even within the last 12 months.