Nielsen Greater China president discusses Chinese consumer and media markets
Yan Xuan, P’17, president, Greater China, for Nielsen, was at Brandeis on March 14 to talk about working and doing business in China and to share Nielsen’s insights into the diversity of the Chinese consumer and media markets. More than 50 undergraduate and graduate students attended the event, which was sponsored by the Hiatt Career Center.
“There’s no such thing as the Chinese consumer,” said Yan. He added that marketers and companies must understand the traditional and local channels to get at the heart of their customers’ motivations for spending. As the first and foremost big data company, he explained that Nielsen is uniquely positioned to provide these insights to its clients.
Yan also responded to individual students’ questions about the changing media landscape in China, Nielsen’s strategy for staying competitive in the future, and his own career path, including how he came to be at Nielsen. “What could be more powerful and inspirational than helping people to live a better life,” he said of his work and the mission of Nielsen.
Nielsen is currently accepting applications from graduating students for its competitive Graduate Induction Program (deadline is March 31). Learn more and apply online.
Yan, who is also the father of a current first year student at Brandeis, mentioned that he hopes to create an online network of Brandeis parents living in China to share insights and advice about their children’s Brandeis experiences. He invited the students in attendance to connect with him on WeChat, China's instant messaging platform.
Brandeis also provides parents with opportunities to stay connected with the University, both on-campus and online, via the Brandeis Parents Portal.