Do you ever wonder how global brands wheel into the Chinese mainland and race ahead? In this episode of BizTalk, we meet two power players: Andrea Casaluci, Global CEO of Pirelli, and Roddy Campbell, Director of Partnerships and International Business at Tennis Australia. Their stories show why the Chinese mainland market still has the pedal to the metal.
Andrea Casaluci takes us on a two-decade journey 🚗💨. Since Pirelli set up shop, they've grown from supplier to partner—investing in local R&D, launching cutting-edge tires for the booming electric vehicle scene, and cheering on Chinese motorsport teams. "The momentum here is incredible," he says, "from Shanghai's city streets to high-speed tracks, we're seeing innovation in every turn."
On the sports side, Roddy Campbell shines a spotlight on how the Australian Open is building deeper ties with Chinese fans and brands 🎾. From live streams and social media campaigns to on-the-ground events in Beijing and Guangzhou, the tournament is serving up excitement and cultural exchange. "Our goal? To make every rally feel like a home match for Chinese tennis lovers," Campbell explains.
These conversations reveal two key takeaways:
- Local Engagement Drives Growth – Pirelli's success is rooted in local partnerships and tailored products, while the Australian Open thrives on fan-focused events.
- Innovation Meets Enthusiasm – From EV tires to digital fan experiences, the Chinese mainland market welcomes fresh ideas and responds with passion.
For young entrepreneurs and market-watchers, this is your cue: whether you're steering a manufacturing company or serving up sports entertainment, the Chinese mainland remains a track full of opportunities. Ready to take the wheel? 🏁
Reference(s):
cgtn.com
