Agenda:
- 14.45 - 15.00: Doors open, arrivals
- 15.00 - 15.10: Welcome and introductions
- 15.10 - 15.40: From brand visibility to brand conversations in China - CBBC
- 15:40 - 16:40: The role social media marketing plays in a successful China strategy - TONG Global
- 16:40 - 17:00: Q&A session and sharing of report with attendees
- 17:00 - 18:30: Drinks Reception
Report to be shared at the event:
A Brand's Guide to Rednote (Xiaohongshu) is TONG Global's comprehensive guide to China's most trusted social platform for product discovery. Covering everything from audience demographics and content culture to influencer strategy, AI-powered search, and commerce infrastructure, the report gives brand decision-makers the context, commercial case, and practical framework needed to understand RedNote's role in the Chinese market, and how to build a presence that earns trust and drives commercial results.
Speakers:
Antoaneta Becker
Antoaneta Becker is a China market strategist with more than two decades of experience living and working in China, helping international brands understand not only how China’s consumer market functions, but why it changes so quickly. Her work sits at the intersection of commerce, culture, and consumer behaviour, with particular expertise across luxury, beauty, fashion, food, and lifestyle sectors.
Most recently, as Director of Consumer Economy at the China-Britain Business Council, she advised British companies on market entry and growth strategies in China during a period of profound transformation in Chinese consumption, retail, and digital ecosystems.
Before joining CBBC, Antoaneta spent a decade in Beijing as a journalist and analyst for organizations including the Economist Intelligence Unit and USA Today. Reporting from China during the country’s defining growth years, she covered the structural shifts that reshaped the economy and society - from state-owned enterprise reform and free trade zones to the emergence of China’s digital economy and consumer class.
Celine Tang
Celine Tang is CBBC's Retail & E-commerce Sector Lead and has been based in the UK for the last 4 years and for most of this time she has been working as a freelance Consumer Consultant across the Beauty, Fashion, Lifestyle, Food and Drink sectors.
Between 2013-2017, Celine worked in the New Zealand Consulate General in Shanghai, prior to which she gained an MSc in Social Anthropology from the London School of Economics.
Jack Porteous
Jack Porteous is the Commercial Director for TONG Global, based in London. He has over a decade of experience helping businesses create meaningful, lasting relationships with Chinese business partners, customers, and consumers. He is passionate about helping brands find the right way to explore the Chinese market and better understand Chinese consumers.
He is an established voice within the UK-China community and regularly contributes to industry conferences and publications, including Vogue Business, Jing Daily, Beauty Matter, and more.
Xuan Wang
Xuan is a seasoned marketing expert with 18 years in the luxury sector. He has held leadership roles in top luxury brands and global marketing agencies. He contributed to key projects like the Art de Cartier Exhibition, Michael Kors Young China Project, and Kering China's Sustainable Forum. In 2021, he became a Partner at TONG Global, an award-winning cross-cultural digital marketing consultancy. Xuan holds an MBA from ESSEC and the University of Edinburgh.
