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Day 1

Registration & Light Breakfast

Chairperson Overview

Joy Chang Sr. Content Strategist Alibaba Group

Changes of Digital User Experience Marketing

Arya is the Director of Commercial at Mobike, looking after the businesses in China. In the presentation, Arya will share how important is to capture the ever changing user experience, and how this can lead the marketing performance

Arya Song Director, Commercial Mobike

Technology Innovations for the Global Marketer

More than a decade ago, US Technology companies developed translation and content management tools to allow them to scale globally. Morgan will share case studies about how marketers across verticals are now catching up by using these same technologies. Morgan has lived in China for 12 years, speaks Mandarin, and has helped clients across the US, China and Europe manage content in 100+ markets.

Morgan Gallup Zhu Director, Business Development, Asia Pacific RWS Moravia

Ice Breaking Session - Share My Challenges in the Digital Era

Delegates in each roundtable will share with each other their challenges in the digital era, the impacts and lessons they have learnt and what exactly made each challenge special. 1. We will follow a clock-wise order, each person can start with giving a quick introduction about themselves: What company do you work for? What do you do? 2. Then each individual can share their challenges, it doesn't have to come from your own company, it can also be something you have seen or heard of.

Networking Coffee

Maximise Content ROI with Database and Automation Tools

Content is king, this has been an undeniable fact among today’s marketers. What often neglected is how we store and reuse the content after we’ve put in a significant amount of resources in content development. This presentation will touch on some issues in big-scale, multi-language content production and the tools used to reduce content production cost and improve process. Specifically, the use of database and templating to maximize content value will be discussed. We will also look at some examples on how old content can be used to train AI models that create content for your brand the smart way.

Joy Chang Sr. Content Strategist Alibaba Group

China Digital Marketing 'Subway' Map

China Marketing Subway Map” is released by Academy of Marketing Science ,Miaozhen Systems, Aiming at elaboration of China Digital Marketing Ecosystem
In this session, Jack Yu will share how digital marketing operating in China, the key role of digital marketing in Digital transformation, and the mission.

Jack Yu Head, Academy of Marketing Science at Miaozhen Systems Miaozhen

Media Innovation in the Era of Big Data

Harry Wu is the Project Leader of Data Hero (数据侠)at DTimes (DT Caijing), he is the former managing editor of Global Finance Unit under Yicai New Media's investment research and information department. Harry holds a Master of applied finance graduated from Monash university.

Harry Wu Director, Data Hero Yicai Data & Tech

Networking Buffet Lunch

Using New Media to Explore Marketing Opportunities

Qinyong is the New Media Digital Marketing and Creative Director at Haier. He joined Haier since 2014 as the marketing manager.

Haier Group Corporation is a Chinese collective multinational consumer electronics and home appliances company headquartered in Qingdao.

Kong Qinyong Former Director, New Media Digital Marketing/Creative Haier

The New Frontier of Social Selling

From Groupon to Pinduoduo and beyond, social selling is here to stay. Social selling has evolved far past using social media to talk to customers and simple numbers-triggered group buys. Now there are mature platforms, sophisticated tools and robust strategies out there that are opening up entirely new sales channels and reaching a totally different type of customer. At the same time, social selling is challenging marketers to redefine how they think about marketing.

Lee Mack Director, Digital Strategy Naked (裸心)

Networking Coffee

How Leading E-Commerce Platforms are Leveraging Brand Content?

Cyril Drouin is the Chief eCommerce Officer for Greater China at Publicis Communications. He is based in the Shanghai office and runs the Publicis Commerce practice in China. Cyril has more than 10 years eCommerce and Digital experience in China. Local and international companies came to rely on the eCommerce and digital marketing expertise Cyril creates their successes in either optimizing or creating their digital & eCommerce presence in China.

Cyril Drouin Chief eCommerce Officer, Greater China Publicis Commerce

CRM Marketing with Customer Journey Digitalisation

Fred Chen is the Head of Marketing Strategy at CreditEase. Previously Fred has worked at Standard Chartered, 3M and Brand Union.

CreditEase is a Beijing-based leading FinTech conglomerate in China, specializing in inclusive finance and wealth management, including payment technology, marketplace lending, crowdfunding, robo-advisory, insurance technology, and blockchain products and services.

Fred Chen Head of Marketing Strategy CreditEase

Omni - Market & E-Commerce Strategy

Elton Ma is the E-Commerce Development Director at Diageo.

Diageo is the world’s leading premium drinks company, a business built on the principles and foundations laid by the giants of our industry.

Elton has over 18 years of professional experience in e-commerce, digital marketing and IT areas. He has proven record of excellence in managing businesses and building professional teams, deep understanding in FMCG, media, retail and high-tech industries.

Elton Ma Director, E-Commerce Development Diageo

Networking Drinks

Day 2

Registration & Light Breakfast

Chairperson Overview

Lizzy Yao Director, Brand Communication Vans

Building a Platform Culture to Stimulate Marketing Performance

Lizzy Yao was appointed as the Brand Communication Director for Vans Asia Pacific. She drives brand communication strategy, leading Vans brand eco-system includes Media, PR & KOL strategies in addition to Digital and E-commerce Marketing. She graduated from the China Academy of Art with a degree in Fine Arts, Visual design and New Media. Besides her life at Vans, she is also a resident DJ base in HK.

Lizzy Yao Director, Brand Communication Vans

O2O Global Shopping - Case Study from Ctrip

Colin Dai is the Marketing Director of cross-boarder O2O business. He leads the team to promote the O2O Global Shopping, Outbound Travel Retail and Cross Border e-Commerce business, which integrate the online platform and offline resource, to boost the competitive edge; increases exposure and awareness; drives traffic and reach wider audience; simulates more purchase; optimizes penetration and conversion; generates the incremental sales and GMV; elevates the customer experiences. Key markets include UK, USA, Europe, Canada, Australia also Singapore and Hong Kong.

Colin Dai Director, Marketing, Global Shopping Business Ctrip

How Ximalaya Handles their Site Revamp and URL Migration

Ximalaya is the famous audio-sharing platform in China. It has over 470 million mobile users. Ximalaya keep ranking top in APPSTORE Reading list till now. It is the leading the brand in the industry.Ximalaya has audio books, talk show, music, news, history, education and other 100 million audio tracks. The platform supports download and upload. With Ximalaya, listen can be anywhere and anytime. Ximalaya’s unique PUGC ecosystem has attracted over 8000 celebrities til and 5 million verified podcasters till 2017.

Dwelling on her experience, Wenyan will tell us how Ximalaya planned and executed the site revamp and URL migration from the perspective of SEO.
- Background: www.ximalaya.com planned to revamp their official site www.ximalaya.com
- Goals: Avoid common pitfalls and minimum traffic loss.
- What we did:
- URL and site structure plans
- On-page SEO check
- Redirects implimentation
- Results: the result turned to be good with little traffic loss and traffic increased months later.

Wendy Sun Sr. Manager, SEO Ximalaya FM

Networking Coffee

Effective, Context-Driven Marketing Automation: Connecting Vision, Strategy and Execution,

Julio Cesar spearheads the integration between marketing platforms and systems for the English Language Centres for Kids and Teens. At EF, he focuses on building seamless, automated marketing strategies across multiple channels. Julio Cesar is passionate about digital strategy, user-centred design, data analytics, tacos and systems integration.

Julio Cesar Santos Senior Marketing Manager, Analytics & CRM EF Education First

Build a Profitable Internet Business with Growth Hacking & Data-driven Marketing

Richard Gu (Gu Qing) is the founder and CEO of DTalk, E-Bizcamp CEO, which DTalk is a Shanghai-based firm, specializes in customized Internet data integration, data mining & predicative analytics solution, also provide Growth Hacking, Internet Data Analytics, User Profiling & Customer Retention workshop in Shanghai, China.

Richard Gu Founder & CEO DTalk

Creative Technology & Customer Engagement

Michelle Lo is Head of Digital Johnson & Johnson Consumer in HK & TW. She is responsible for leading the digital transformations & total media strategies to drive business growth. Michelle will bring both external and case studies from Johnson & Johnson of their learning journey on embracing technology into marketing.

Michelle Lo Head of Digital,TW & HK Johnson & Johnson

Networking Buffet Lunch

How to Build Up Good Reputation in Digitalisation Era

Luke Qiu is the Sr. Digital Marketing Manager (JV of Alibaba Group & Marriott International). He has graduated from Florida International University.

Luke strategically formulate & execute the digital marketing plan for Alibaba Fliggy & Marriott International. He drive content marketing strategy for all Alibaba platforms through website/Apps including Fliggy, Taobao, Tmall & Alipay etc.

Luke Qiu 高级数字营销经理 Alibaba Group

Fireside Chat: Future of Digital Marketing in Luxury Retail

Joyce has 18+ years experience: half of which in luxury retail marketing profile, and the other half in agency, Joyce is one of the marketing and retail expert in the industry. Her experience spans across big names including Ogilvy, Louis Vuitton, Coach, and Bottega Veneta.

Joyce Deng 副总裁 Luxottica