Super Early Bird Fee
Register and Pay
by 16 Oct ’20
Early Bird Fee
Register and Pay
by 13 Nov ’20
Regular Fee
Register and Pay
after 13 Nov ’20
Non Singapore-registered companies $795 (SGD) $895 (SGD) $995 (SGD)
Singapore-registered companies (fees include 7% GST) $850.65 (SGD) $957.65 (SGD) $1,064.65 (SGD)

 

Group Discount!
Enjoy 10% off when you register for 3 or more OR
Register for 5 for the price of 4

IMPORTANT NOTES
  1. Super Early Bird & Early Bird promotion: Discount will only be valid if payment is received by the stipulated date.
  2. Group discount only applies to registrations from the same company, attending the same event in the same country location. Delegates must register at the same time and be of the same billing source. Only a single invoice will be issued.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for access to the virtual workshop.
  6. Fee includes event documentation limited to presentation slides only.
  7. The organiser reserves the right to make any amendments that it deems to be in the interest of the event without any notice.
  8. Information provided will be used for event administration and updates on upcoming events. For more details, please visit: http://www.conferences.com.sg/personal-data-protection-statement/

CANCELLATION & REPLACEMENT

A replacement is allowed if registered participants are unable to participate in the virtual workshop. For cancellations received in writing before 13 Nov 2020, a full refund will be given with a 10% administrative charge. For cancellations received in writing before 25 Nov 2020, a 50% refund will be given together with the event documentation. There will be no refunds for cancellations received after 25 Nov 2020 or “no show” participants. However participants will receive a copy of the event documentation.

In the event of a cancellation, a refund will be made via the original mode of payment and based on the original amount we received. Refund is made based on the prevailing exchange rate and Pacific Conferences shall not be responsible for any foreign exchange currency losses.

The Engine of Luxury Spending: Connecting with Chinese Luxury Digital Consumers
China has now become the driving force of luxury, fuelling global spending in the youngest, most digitally-native and discerning luxury market in the world. It has become more vital than ever for global luxury brands to find success in China – to understand local dynamics, draw digital attention and reimagine authentic store experiences.

But with their reliance on physical stores, lack of savviness in digital retailing and unfamiliarity in a foreign social media commerce environment, the odds are challenging at best.

So how does one overcome them fast?

Customising Digital Branding, Attention and Experience for the Affluent
Join this interactive 3-day live broadcast workshop led by Jasmine Zhu from CI Brand Management to gain leading edge insight into the Chinese luxury digital market. Pick up market trends, consumer patterns and digital ecosystems to effectively shepherd your brand for strategic positioning. Learn how to champion brand leadership online, build competitive content for locals and enable omnichannel retailing to mimic a premium shopping experience. Find solutions in KOL partnerships and lead generation to drive brand equity, capture conversions and optimise marketing spend.


A Fully Immersive Virtual Workshop Experience

  • v-icon-01 v-icon-02 v-icon-03 v-icon-04 v-icon-05
     Hear LIVE presentation on leading case studies and common challenges  Get real-time answers to your questions throughout the workshop  Interact with like-minded professionals for dynamic exchange of ideas In-depth sharing during
    1-hour intimate group discussion on Day 3
     Gain access to full workshop materials and handout

     

    Workshop Highlights 

    Luxury Digital Marketing Landscape in China
    Learn about today’s digital marketing realities in China, why it is urgent for brands to think about China differently and how to set strategic new agendas for winning. 

    Social Media Platforms & eCommerce
    Discover the unique social media and online sales channels in China today and how brands can leverage each platform to their own advantages.
    Guest Speaker: Josh Gardner, CEO, Kung Fu Data 

    Omnichannel Ecosystem & Customer Journeys
    Understand why omnichannel strategies are critical for luxury brands’ future success and how retailers can design a consumer-centric distribution model. 

    Content Strategy
    Learn to manage brand voice with the emerging power of user-generated content, and how luxury brands can create value with eCommerce content strategies. 

    Branding
    Understand why brand leadership is crucial in a crisis and why brandmust drive critical value creation for competitive advantages. 

    KOL Strategy
    Learn the essentials of China’s KOL economy and the best practices to execute KOL campaigns for achieving brand’s goals. 

    Lead Generation
    Learn the strategies for customer acquisition in a digital-driven, mobile-first world and a more challenging market.
    Guest Speaker: Skyler Yeon, Director of Client Service, Kung Fu Data 

    Case Studies Analysis of Luxury Brands 
    Hear best practices and lessons learnt from luxury brands such as Dior, Hermes, Guerlain, ChaumetAudemars Piguet, Louis Vuitton, Cartier, Burberry, Loewe, Dolce & Gabbana, and Watch & Wonders. 

     

    Benefits of Attending

    • Renew your insights on the Chinese luxury consumer of today
    • Develop a keen understanding of the digital ecosystem in China
    • Acquire industrial tips on launching a brand in Tmall utilising a market-entry roadmap
    • Manifest customer-journey thinking with consumer-centric distribution models
    • Pick up China omnichannel best practices that work for luxury brands
    • Add value, relevance and distinction in eCommerce content strategies
    • Revamp content approach with digital storytelling
    • Strategise with KOLs to win consumers and build positive reputation
    • Deep dive into regional growth and tier-city strategies to drive luxury sales
    • Assess your marketing spend with important KPI metrics 
 

Workshop Leader

Jasmine Zhu

Founder and Head of Brand,

CI Brand Management

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Jasmine is the Founder and Head of Brand of CI Brand Management, leading International Brand and Retail Strategy implementation in China. She has rich experience working with Global Luxury brands in the APAC region, as well as guiding SME brands’ entry into the Chinese Market.

 

She has a Business and Operation background across Luxury Fashion, Beauty, Watches, Jewellery and Automobiles. Jasmine was a Manager of LVMH Watches & Jewellery Division, running Store Operations. Before that, she worked with Christian Dior Couture in Retail Training and Client Development.

 

She is actively engaged in Branding, Digital Marketing, Retail Strategy, Market-Entry, Store Opening and e-Commerce Projects.

Who Should Attend

Mid-senior executives responsible for Marketing, Communications, Digital, Social Media, e-Commerce, CRM, Loyalty & Branding in the luxury industry, as well as professionals seeking to engage the luxury market in China.

 

Agenda

  • Log-in Time: 8.50 am
    Day 1-2: 9.00 am – 1.00 pm(There will be short breaks allocated at appropriate intervals.)
    Day 3: Intimate group discussion between 9.00am – 1.00pm*
    *Time stated in local Singapore time.

  • Day 01

    Session 1: Luxury Digital Marketing Landscape in China

    Learn about today’s digital marketing realities in China, why it is urgent for brands to think about China differently and how to set strategic new agendas for winning. 

    • Luxury industry in crisis – major challenges and implications 
    • China in spotlight: Market outlook, consumer insights and brands’ actions 
    • Plan China-specific digital marketing strategies  
    • Case study: Dior and its digital ecosystem in China  
    • Exercise: Set your brand’s China digital marketing objectives using SMART goals 
  • Session 2: Social Media Platforms & eCommerce

    Discover the unique social media and online sales channels in China today and how brands can leverage each platform to their own advantages. 

    Guest Speaker: Josh Gardner, CEO, Kung Fu Data 

    • The battlefield of China social media & eCommerce  
    • Case study: Hermes, Guerlain, Chaumet and Audemars Piguet 
    • Luxury eCommerce: Standalone or eCommerce platforms? 
    • Case study: Louis Vuitton’s eCommerce website and Cartier’s store on Tmall Luxury Pavilion 
    • Brand launch on Tmall: A market-entry roadmap  
    • Exercise: China future digital project roadmap 
  • Session 3: Omnichannel Ecosystem & Customer Journeys

    Understand why omnichannel strategies are critical for luxury brands’ future success and how retailers can design a consumer-centric distribution model. 

    • How can luxury brands create a personalised digital customer journey  
    • The future of stores: Marketing opportunities as well as marketplaces 
    • Luxury brands’ omnichannel best practices  
    • Case study: Burberry and its social-retail masterplan for China 
  • Session 4: Content Strategy

    Learn to manage brand voice with the emerging power of user-generated contentand how luxury brands can create value with eCommerce content strategies. 

    • How do luxury brands curate digital storytelling in China? 
    • KOC & UGC (user generated content): Power shift from brandto customers  
    • “Content to Commerce” and how it will drive media, marketing and retail trends 
    • Case study: Loewe’s “light eCommerce” content strategy 
  • Day 02

    Session 5: Branding

    Understand why brand leadership is crucial in a crisis and why brands must drive critical value creation for competitive advantages. 

    • Demonstrate brand leadership in China post-pandemic  
    • Luxury brand value proposition: From brand perspective to customer perspective 
    • Brand control and why it’s important for China 
    • Case study: The PR nightmares of luxury brands – how is D&G doing now? 
    • Exercise: Brand localisation for China 
  • Session 6: KOL Strategy

    Learn the essentials of China’s KOL economy and the best practiceto execute KOL campaigns for achieving brand’s goals. 

    • An overview of China’s KOL ecosystem and how it impacts brands from image to sales
    • Luxury brands’ KOL best practices: Fashion, beauty, fitness, lifestyle and travel
    • Measuring KOL effectiveness
    • Case study: Dior beauty
    • Exercise: Plan and execute a KOL campaign
  • Session 7: Lead Generation

    Learn the strategies for customer acquisition in a digital-driven, mobile-first world and a more challenging market. 

    Guest Speaker: Skyler Yeon, Director of Client Service, Kung Fu Data 

    • Source of lead generation and the consumer decision journey in China  
    • New growth driver: “Private traffic” and “lower tier” strategies 
    • Case study: Success of Chinese skincare brand “Chando” using private traffic  
    • Livestream selling & social selling: What it is for and when to use it 
    • Case study: Watch & Wonders and Tmall Livestreaming  
    • ExerciseBrainstorming on generating traffic and leads 
  • Day 03

    Intimate Group Discussion

    There will be 1-hour intimate group discussion with the workshop leader on Day 3. This in-depth and interactive discussion session will provide delegates the opportunity to ask questions from the content covered in the preceding days or focus on specific digital luxury marketing questions/challenges from their own organisation. More details will be given nearer to the date.