Inbound Chinese Marketing for Retail & Luxury Brands, Thurs May 16th (09.30-14.00)

May 16, 2019 Adyen - 5th Floor Topic Category

Who It's for

‘Inbound Chinese Marketing for Retail & Luxury Brands’ is aimed at Content Marketing Managers, Retail Directors, In-house PR teams and Digital and/or International Marketing Officers in fashion, luxury, retail, food & drink, travel, and hospitality sectors.

Workshop Outline

09:30 – 10:00 Registration and coffee

10:00 – 10:30 Key insights for Inbound Chinese audiences– segments & market size, recent trends, behaviours and motivations.

10:30 – 11:30: Understanding Key Inbound Consumer Touchpoints 2019

Pre-departure – awareness building before departure

On-location– reinforce actions from visitors, students, and expats in targeted regions

Hyper-local – drive store footfall

11:30-11:55: Q&A and coffee break

11:55-12:15: Practical guide to your own channel set up (landing page, WeChat & Weibo)

12:15 – 12:35 In-store and e-commerce payments – What brands need to know about Alipay & WeChat pay

12:35 – 13:00 Successful case studies and how to start your first campaign.

13:00 – 14:00 Q&A, lunch and networking

Our half-day masterclass, hosted by expert speakers from Emerging Communications and leading global payment provider Adyen will provide you with the latest insights into the Chinese inbound consumer journey, their preferences and expectations, a look at successful industry case studies as well as quick win solutions to increasing visibility and driving footfall.

Come and enjoy the vibrant atmosphere where you will not only have the opportunity to discuss your own China marketing issues with China marketing and payment specialists but also network with other inbound focused brands, retailers and destinations.


Due to popular demand and limited spaces, we expect the tickets to go very fast.

Please RSVP at the Eventbrite link below.

For future Emerging Communications China marketing masterclasses please check here.

If you need more information on whether this workshop is right for you please leave a message here.

What You'll Learn

Chinese consumers are extremely mobile, it is estimated that 129m Chinese are travelling abroad every year, 540m Chinese students choose overseas locations and around 65m Chinese expats live outside of China mainland. These consumer segments create a unique and lucrative opportunity for brands.

Why should you consider targeting in-bound Chinese?

  • A niche segment: for a more efficient and effective marketing effort, avoiding competing “head-on” with major players in China.
  • Early adopters: Highly influenced by European culture, more receptive to trying out new brands and products
  • Key influencers: They actively recommend brand choices to their family & friends in China
  • Fewer obstacles to buy: It is easier for them to purchase products through brands’ eCommerce & stores with fewer shipping and site hosting issues.

This is a fantastic opportunity to learn about these Chinese audience segments, as well as learning useful tips and strategies, that you can implement straight away.


Domenica Di Lieto


More than 25 years of sales and marketing experience, with a specialization in marketing in China, Domenica is in great demand as a public speaker on all elements of Chinese consumer communications. As a recognized Chinese digital consultant to a number of large brands, Domenica leads her team ensuring the best quality work in the industry.

Melody Yeh

Planning Director

Melody has extensive in-market experience in Chinese digital marketing, having worked for some of China’s and the UK’s largest and best-known agencies in the past 14 years.

Melody heads Emerging Communications’ programmatic divisions and specialises in planning and buying media across Chinese platforms, sourcing and forming strong relationships with key media suppliers. Melody also heads the luxury operations division.

As a renowned trainer and public speaker, with a vast knowledge of the Chinese digital landscape, Melody is often seen on industry panels and speaking at events.

Willemijn van Lookeren Campagne

Local Payments Manager

As Product Manager for the Local Payments Team at Adyen, a company which provides localised payments solutions for over 3,500 clients worldwide.

Willemijn has been working closely with both Alipay and WeChat Pay. Enabling Chinese shoppers all over the world to make use of their preferred payment method, across mobile, online and instore.



Adyen - 5th Floor

10 Hills Place
Soho, London

Book Now - Limited Availability