Today we’d like to introduce you to Emma Xu.
Hi Emma, please kick things off for us with an introduction to yourself and your story.
I am the CEO of See Saw Strategies, a cross-border marketing agency with a proven track record of success.
At See Saw Strategies, we offer a range of key marketing services that include
1. Helping Chinese brands enter and promote in the US market.
2. Assisting US brands in expanding their reach within the Chinese-American market, which is often overlooked.
3. Facilitating connections between US brands and Chinese manufacturers for better pricing and faster product innovation.
4. Launching our own pet brand.
5. Influencer Representation and Incubation
6. Cost-effective yet High-Quality Production and Shooting Services
Service 1: Helping Chinese brands enter and promote in the US market:
I began our journey in 2021 by offering our expertise to local LA stores, helping them with their marketing, branding, and influencer needs. Over time, we have evolved and now we work with some of the most renowned brands in the industry; one of our most well-known clients is a NASDAQ-listed commerce group with a market cap exceeding $120 billion, Saturnbird Coffee (has a current valuation of 3 billion USD and generated 61 million USD in sales revenue in the first half of 2021), XWOW (has completed an overall financing of over $14.5 million), and others.
Originally from Shanghai, China, I studied at USC and discovered that many local stores in LA were unable to expand their businesses beyond the Mandarin-speaking community. Despite offering valuable services or products, these businesses were limited by their inability to reach the wider US market. In response, See Saw Strategies began helping these businesses build their online presence through social media channels, websites, and influencer outreach to increase brand awareness and influence.
As we move into 2023, I am excited to announce that See Saw Strategies is well-positioned to meet the growing demand from Chinese brands looking to expand their business to the global market, particularly the US market. At See Saw Strategies, we understand that localization is the key to globalization. This presents a significant opportunity for us to help these brands navigate the complex landscape of cross-border marketing.
China’s e-commerce and social media environment is vastly different from the US, with its own independent social media platforms. This creates a unique challenge for these brands looking to expand globally. At See Saw Strategies, we offer bilingual services and have the expertise and knowledge to help them overcome these challenges and succeed in this unfamiliar market. And as well as the cultural differences that can impact brand messaging in the US market.
I have a team of marketing experts who are committed to providing the best local service for our clients. Our team members have extensive experience working for popular US brands and possess in-depth knowledge of the US market. We work with hundreds of US-based influencers, LA-based photographers, models, and editors to build strong partnerships that help our clients succeed in the US market.
I am proud that See Saw Strategies has solidified our long-term partnerships with some of the most well-known brands in the industry.
Service 2 & 3 Assisting US brands in expanding their reach within the Chinese-American market and Chinese manufacturers.
We also help US brands expand into the local Chinese community, which represents around 18.5 million people in the US. Many US brands overlook this group, missing out on potential sales and market share. We also connect US brands with Chinese manufacturers to help them access better pricing and fast product innovation.
Service 4: Launching our own pet brand.
I am thrilled to announce that we are preparing to launch our own pet brands. Leveraging our strong relationships with Chinese manufacturers and our expertise in marketing, we are confident that we can successfully establish our own brands in the market. Our direct access to cost-effective pricing will enable us to provide high-quality products at competitive prices, while our marketing skills will ensure that our brands stand out from the competition.
As a Chinese person, it is truly exciting to see and assist Chinese brands in expanding globally. In the past, Chinese businesses have mainly focused on manufacturing and have not been as prominent in the global market as brands from other countries. Chinese brands are now more eager than ever to showcase themselves as distinct brands with their own unique identities rather than simply being known for their manufacturing capabilities.
I am proud to be a part of this exciting shift toward promoting Chinese brands on the global stage, and I am looking forward to helping these brands achieve success in the years to come.
Service 5: Influencer Representation and Incubation
We offer influencer incubation and exclusive representation services to help influencers secure better business opportunities, build their brand image, gain media exposure, and expand their audience globally. We have a unique value proposition among US agencies, as it possesses expertise in both Chinese and US social media platforms. We also have a keen sense of business brand collaboration, along with strong media and brand resources in both China and the US.
Here is a successful case study: my influencer @mochihanfu with 640,000 followers on TikTok gained over 50,000 followers on Chinese social media in 6 months and was featured by several most popular media outlets like Boya Tianxia Media, Beijing Review, World Journal, and etc.
Service 6: Cost-effective yet High-Quality Production and Shooting Services
Our versatile team is well-prepared to tackle diverse projects, be it indoor or outdoor shooting. We empathize with the financial constraints faced by small brands and are dedicated to offering the most budget-friendly production services in Los Angeles. We firmly believe in supporting small businesses by providing cost-effective solutions without compromising on quality.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Being a startup entrepreneur is not an easy task. Every day, you face the toughest challenges and harsh realities that come with trying to solve the most complex problems. As a marketing agency entrepreneur, my job is to provide solutions and services to clients who cannot solve their own problems.
Startups are known for their ability to survive by either creating something new and revolutionary that changes the world or by providing extraordinary services and delivering remarkable results within a tight budget, something that well-established companies or big corporations cannot achieve. Our company falls into the latter category.
To ensure that our clients receive the best possible service, I work seven days a week and am always on standby to address any issues that may arise. I am committed to helping our clients solve their unique challenges and achieve their goals, no matter how difficult the task may seem. It is not enough to simply provide solutions – I must also persuade our clients to trust our expertise and take action based on our recommendations. Building trust with clients is a long process, and it requires courage and confidence to execute our plans successfully.
Since many of my clients are based in China, the time difference between Los Angeles and Beijing is approximately 16 hours. It is very common that I communicate with the client till midnight 3 or 4 am, and need to wake up in the morning to solve the problems and arrange the work with my LA team, partner agencies and influencers.
In addition to marketing and branding challenges, building a successful brand requires understanding policies, taxes, related laws, shipping logistics, and much more. Though my passion lies in marketing and branding, I recognized early on that building a successful brand requires much more than that. My ultimate goal is to establish a one-stop marketing agency that can provide all the necessary services to help a brand succeed globally. To achieve this goal, I consult with experts in law, accounting, warehousing, shipping, and more, and I read and learn everything I believe is necessary for building a successful brand. I am committed to helping our clients overcome any obstacles they may face on their journey to success.
I’ve learned that to be a successful entrepreneur; it’s not enough to just be good at marketing and branding. If I only wanted to focus on that, I could have easily taken a job as a marketing director for a company. But being an entrepreneur means having the ability to tackle any problem, to learn quickly, and to stay calm under immense pressure.
Every day, I face tough challenges that require me to reflect, grow, and evolve my problem-solving skills. I categorize each obstacle and design the best possible solution to overcome it. The road is not always smooth, and I constantly experience pain and anxiety, but I embrace it because doing a startup is the best way to push myself outside of my comfort zone and evolve at a rapid pace.
I see myself as a designer, but instead of designing physical products, I’m designing a service machine that provides the best possible solutions for brands looking to expand globally. My machine, much like myself, faces daily challenges, reflects on its shortcomings, and strives to become a better version of itself.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We offer a unique value proposition as a marketing agency with a deep understanding of both the US and Chinese markets, e-commerce environment, culture, and extensive connections with influencers and media outlets. Our services are perfectly aligned with the current global market trend, as Chinese companies increasingly expand into overseas markets to take advantage of lower selling prices.
As a bilingual marketing agency, we possess a unique ability to truly understand and convey the identity of Chinese brands to the US market, unlike other agencies. Meanwhile, US brands and influencers are also seeking to expand their reach beyond the highly competitive English-speaking market. With our in-depth knowledge of Chinese social media platforms and e-commerce channels, we can provide a valuable solution for US brands and influencers to tap into this new market.
We also understand the challenges faced by LA-based small brands and designers who need to connect with trustworthy Chinese manufacturers for better cost prices and faster product evaluation. Our extensive knowledge of the industry and connections with manufacturers allows us to bridge the gap and help these small brands bring their ideas to life.
Thank you to Voyage LA for the opportunity to share our services with a wider audience. We believe that we can provide value and opportunities for below three categories of audience:
1. Brands and influencers looking to reach the US-based Chinese community
2. Brands seeking Chinese manufacturers for product design and evaluation
3. LA-based photographers, production team, designers, models, marketing, and PR freelancers.
Is there anyone you’d like to thank or give credit to?
Thank you, Voyage LA, for giving me the opportunity to express my gratitude to the people who have helped me along the way.
Many of my clients were referred to me by my friends, and I am grateful for their trust in me and for giving me the opportunity to manage their marketing budgets and implement my strategies. Their trust has given me lasting confidence in executing successful marketing campaigns and taking on new clients.
I also want to express my gratitude to all of the experts in my life. I have learned the importance of knowing who to turn to for the right answers to different kinds of problems. I am fortunate to have friends in the legal, accounting, production and investment industries. I especially want to thank Jason, Shuang, Sijing and Cathy for believing in me from the beginning and providing their unwavering support and trust as I started my business. Their generous advice and help provide a sense of security for my company. They are some of the most reliable, incredible, and intelligent people I know, and they have shown me the way when I have felt lost or unsure in unfamiliar areas.
Contact Info:
- Email: emma@seesawdigital.com
- Website: strategyseesaw.com
- Instagram: https://instagram.com/seesawstrategies?igshid=YmMyMTA2M2Y=
- Company Address: 555 West 5th Street, 35th Floor, Suite 36120, Los Angeles, CA 90013
