I had the great pleasure of interviewing Michael Yang, CEO of TikTok Agents. TikTok Agents is a California-based TikTok Marketing and Advertising agency. Michael is originally from China, went to university in the US, and has worked across several companies in gaming and consumer tech.
Michael’s professional and educational background gives him perspective on the East and West that I don’t hear often enough. I really enjoyed reading his answers and hope you will too.
What are the most exciting trends you are seeing in China today?
There are so many trends happening in China right now. 5G and AI both unleash great imagination and prospects for the country. As far as the industry I am working in, I think the most promising sector in the near future is the new consumer retail industry. With the rapid development of platforms such as Douyin and Kuaishou, the time for a brand to go from creation to becoming a major player in the market is getting shorter and shorter. And the whole integration of online e-commerce stores with brick-and-mortar stores is getting better and better. I think in the near future, online and offline will be fully integrated. Merchants will be able to comprehensively evaluate and quantify store performance from multiple dimensions, and consumers can also have a better shopping experience.
How has the coronavirus affected your business and other businesses in your industry?
I run a TikTok marketing & advertising company in the United States. This year, affected by the pandemic, billions of people left their jobs and were forced to stay at home. It is during this time period that many creators jumped into TikTok to become TikTok influencers. Many users also found joy and relaxation by coming to TikTok. This has brought TikTok rapid growth in its worldwide user base, including rapid expansion in the US.
Therefore, in terms of overall environment, the pandemic has created favourable external growth for TikTok. Of course, the impact of the pandemic is reflected elsewhere. For example, because of shelter in place in California, our team was forced to work online. This was the first time that I led the team through online collaboration. This is a new challenge for me and the team. Fortunately, our business is mainly online. We were able to accomplish most of our online tasks seamlessly, but we still need to improve on management and collaboration.
What is one thing people outside of China misunderstand about the country?
Wow, this is a very big topic. I think first, it depends on how you define the term “people outside of China.” I have lived in the US and the UK for the past 10 years, talking with people in different cities and different places. I have heard highly prejudiced opinions or bias about China, and I have also heard far-sighted and considerate views about China. I think this mainly depends on the person’s positioning and experience. Just like me 10 years ago, when I first set foot in the United States, I discovered that the United States was completely different from what I saw on TV in China. I only discovered and felt all of these things by experiencing them in person.
Overall, a lot of foreign people have a fixed stereotype that the Chinese government uses heavy-handed control to suppress the people, and the Chinese people will need to accept rules that may lead to a lack of human rights or freedom. But in my opinion, China is a completely pragmatic country and society. The Chinese government’s management model is totally results-oriented. For example, since the start of the epidemic, many Western media outlets have blamed the Chinese government for shutting down Wuhan. However, the fundamental reasoning of the government is that everything needs to be results-oriented. They were controlling the pandemic, reducing the speed of spread, and halting the number of infections and casualties. That is the purpose of their work.
So the foreigners were surprised and worried about human rights when the Chinese people were willing to accept the government’s compulsory control during the pandemic. Meanwhile, the Chinese people were worried and surprised about the irresponsible and ridiculous actions of foreign people who refused to wear masks and quarantine.
An important concept in economics is the trade-off between fairness and efficiency. An excellent social structure is able to maximize efficiency while ensuring fairness. In my view, Western society emphasizes fairness, while Chinese society emphasizes efficiency. The same principle is applied when we talk about doing business in China. If the result can be achieved in a short time, no matter what measures one may possibly use, it will be the most favorable choice.
What are some companies you admire in China?
Personally, I admire Bytedance. Bytedance’s products are very attractive and have strong user stickiness. As a young CEO, Zhang Yiming manages a team of more than ten thousand people. He has strong leadership and personal charisma, which makes him a role model for our generation.
What is the single most important piece of advice you would give to someone trying to get their business to thrive in this time period?
Hard times create heroes. The mission of starting any business is to solve problems and create value. In this year of frustration, loss, risks, and challenges, each of these “problems” need a solution. And every one of these solutions means an opportunity. So difficult times may also be a good thing for entrepreneurs. Without these problems, how can you talk about starting a business after all?
Quickfire Questions…
A - What’s the best thing you have watched recently? (Film, TV Show, Ted Talk, YouTube Video, etc.)
The BBC’s documentary—The Planets. When I start to look up in the sky and realize how small human history is, I feel humbled and relaxed.
B - What’s the best thing you have read recently? (Book, Article, Research Report, Tweetstorm, etc.)
The Deer and the Cauldron - a historical fiction novel written by Jin Yong. It depicts precisely Chinese characteristics and values. I recommend it strongly if you are interested in knowing more about Chinese culture and social behaviours, especially the way government interacts with normal people.
C - What’s the best thing you have listened to recently? (Song, Album, Artist, Podcast, Audiobook, etc.)
10 Minutes of relaxing meditation music
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