10.00 - 10.30 Arrivals and refreshments

10.30 - 12:00 Morning Session

  • The changing retail environment and key macro trends China is currently undergoing one of the most profound periods of economic and social change in recent history. Regulatory change, ongoing government crackdowns, emerging consumer communities and increased local competition are all radically shaking up the retail space. In this session, we’ll explore how brands should interpret and adapt to this changing landscape.
  • The market entry strategy and common difficulties The road to China success is littered with those who have for one reason or another failed in their attempts. In this session, we’ll cover some of the common pitfalls facing any retail brand considering market entry into China, as well as the major routes to market still on offer, weighing up their relative merits.
  • China’s evolving digital ecosystem China’s internet growth has experienced an incredible evolution, with Beijing adding the Digital Economy to its 2021 Five Year Plan. The biggest players are constantly shifting, transitioning and acquiring, meaning more competition and more marketing opportunities. This session, we will provide the must-knows of China’s digital space past, present and future, delving into the giants and newcomers shaping social media, ecommerce, content commerce and e-tail.
  • How brands leverage Chinese partners and platforms Some of the biggest barriers to market entry come down to preparation and selection of the right partners. This session spotlights key areas of consideration such as positioning, resource planning, identification and engagement that makes or breaks businesses entering this new market. From digital platforms, to distribution partners to third party agencies, we cover a spectrum of stakeholders you need on your radar.
  • Best Practice China Marketing in 2022 (prelude for the afternoon session This session highlights four key areas of best practice for China marketing sandwiching morning and afternoon topics to reflect and keep in mind.


12:00 - 13:00 Networking and light lunch


13:00 - 14:30 Afternoon Session

  • Consumers Redefined Building on UK-China Consumer Week 2021, this session provides a snapshot of current and new profiles in our consumer edit relevant to brands across F&B, fashion and beauty, lifestyle and travel. With sector shifts, cultural trends and customer preferences shaping consumer culture at large, we offer insight into China’s unique sociocultural landscape giving birth to new desires and new communities.
  • How to ride China’s creativity wave From new retail to digital disruption, gamification to rising creative communities, there are plenty for brands to learn about across dynamic products, services, innovation and power players pushing the boundaries of customer experience forward. Key takeaways are shared on how brands can turn inspiration into marketing ideas and initiatives.
  • Why China loves brand collaborations Showcasing some of the most exciting case studies in the past 12 months, we shall explore the formula many brands have undertaken to achieve success in market and why it resonated with target consumers. In addition, an outline of advantages and disadvantages shall serve as a practical tool for those interested in this avenue.
  • The power of Livestreaming Livestreaming is big business but not without its pitfalls. Megastar KOLs have reached celebrity status, breaking sales records, negotiating with brands and even launching their own product lines internationally. For marketeers, ROI still matters, however the power of livestreaming goes beyond sales figures as we assess the importance of positioning with powerful audiences and effective, not just efficient, marketing.

2:30pm – 3:00pm Networking

Meet our Event Partner, TONG 通


TONG is a cross-cultural agency closing the gap between brands and people in and out of China. TONG 通 means to inform, open and communicate. From offices in London and Shanghai, TONG helps global companies and organisations interpret and adapt to a changing world through their Consult, Create and Connect services. 

Over the last seven years, TONG has supported well over 100 emerging and established organisations across luxury, fashion, beauty, F&B, property, travel and the arts, including the likes of Estée Lauder, The North Face, Heathrow Airport, JW Anderson, Chelsea FC and Fortnum & Mason. All of TONG’s work revolves around helping brands to incorporate the latest consumer trends in a bid to raise their cultural empathy and relevance.

One recent case in point was their work for MCQ, Alexander McQueen’s blockchain powered creative platform and clothing label. As part of MCQ’s global ‘Breathe’ campaign, TONG decided to focus on China’s emerging decelerator counter-culture, developing concepts to combat urban stressors in Asia’s densely packed cities and encourage mindfulness. 

Adam Knight, Cofounder, TONG

Adam Knight

Adam heads up TONG’s Commercial and Consultancy arms focusing on insights, market entry strategies and ongoing brand advisory. As a regular on industry and academic circuits for China-Britain cross-commerce, his keynotes have spanned across the UK, US, Europe, Russia, China, and Hong Kong. Fascinated by people, cultures and digital he continues to contribute for a range of publications on the subject of internet governance in China.

Jenny Zhang, Strategy Director, TONG

Jenny Zhang

Jenny leads TONG’s Consult division helping position global companies for China. With a particular focus on luxury, new generation consumers and innovative partnerships, her experience spans across Global and China marketing having worked with brands such as Adidas, British Fashion Council and Burberry. In recent years, she has been awarded The Drum’s Global 50 Women Under 30 and The Dots IWD 100 Rising Stars Inspiring Change.

Rebecca Miller, Commercial Lead, TONG

Rebecca Miller

As Commercial Lead at TONG, Rebecca focuses on developing approaches for brands looking to enter or scale up in the Chinese market. Over the past several years, she has supported a number of companies across automotive, fashion and FMCG to forge effective strategies that connect with new audiences. Having worked at the Shanghai Television Station, British Council and a number of global and boutique agencies, she continues to seek ways to bridge the gap between China and the UK.

Stefan Harvey, Cultural Insights, TONG

Stefan Harvey

Stefan leads cultural insights at TONG, ensuring the agency is abreast of shifts and changes in the Chinese consumer and cultural landscape. Having worked and studied in China for a number of years, Stefan is a specialist across Chinese popular culture, visual media, and gender studies. Combined with a rich experience in client engagement and interpreting work for senior Chinese and British academics and politicians, they are uniquely placed in channelling the latest from an industry and academic perspective. Stefan has a BA in Chinese Studies from the University of Oxford and an MA with distinction in Intercultural Communication Studies from Shanghai Theatre Academy.

Return to the 2022 China Consumer Masterclass Series homepage here.