Inbound Chinese Marketing for Retail & Luxury Brands, Thurs May 9th (09.30-14.00)

May 9, 2019 The Shard 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 property, retail, luxury, food & drink, travel and hospitality sectors.

Workshop Outline

09:30 – 10:00 Registration and coffee

10:00 – 10:30 Key insights of Inbound Chinese segments– the market size, who they are, their behaviour and motivations

10:30 – 10:40 Which brands have successfully activated and influenced these segments

10:40 – 10:50 Practical tips to set up your digital presence – Chinese landing pages, Weibo and WeChat

10:50 – 11:15 Q&A and coffee break

11:15 – 12:15 Understand the key touchpoints:

Pre-departure – awareness building before departure

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

Hyper-local – drive store footfall

12:15 – 12:30 In-store and e-commerce payments – Alipay and WeChat pay set-up

12:30 – 13:00 Successful case studies and how to start your first campaign.

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


Leading UK-Chinese digital agency Emerging Communications will walk you through an insightful half-day session that dives deep into inbound Chinese segments, successful case studies, key touchpoints and in-store and e-commerce payments.

Come and enjoy the vibrant atmosphere of this event with two of our experienced speakers. You will also have the opportunity to discuss your own China marketing issues with the Emerging Communications social marketing specialists, during our panel discussions and pre and post event networking!


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.



The Shard
The Shard
32 London Bridge Street

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