The importance of messaging and segmentation when marketing to Chinese Consumers, Feb 8th (10.00-12.00)

February 8, 2019 China Britain Business Council Topic Category

Who It's for

It used to be sufficient to apply a relatively basic segmentation scheme to the Chinese target audience, but today’s Chinese consumers are more differentiated and distinct than ever, with new sub-cultures, niches and tribes emerging every day there is no longer a ‘standard 22-25 years old, middle class, first tier female’. For success, a deeper understanding of your brand position and Chinese audiences is required.

Workshop Outline
  • 10.00 – 10.05: Event Welcome
  • 10:05-10:25:   Introduction, Jack Porteous, CBBC
  • 10.25 – 11.35: Main Workshop ‘Segmentations, Messaging & Today’s Chinese Consumer’, Domenica Di Lieto, CEO of Emerging Communications
  • 11:35 – 12:00: Q&A, Networking

Join this event, co-organised by Emerging Communications and the China-Britain Business Council, to enhance your awareness of Chinese Consumer behaviours and how to leverage key insights to optimise your marketing spend and content strategy.

To register, please sign up via the CBBC here.
For more information, please contact [email protected]

What You'll Learn

  • Why discrete targeting is essential for success
  • How to best cluster Chinese audiences
  • How to better define your messaging to align with consumer purchasing triggers
  • How to create compelling content for individual audience segments and why it is important
  • Case studies – how to get it right


Domenica di Lieto

CEO, Emerging Communications

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.

Jack Porteous

Retail & Ecommerce Sector Lead, CBBC

Jack is the UK Sector Lead for Retail & E-commerce Industries for the CBBC, and is based in London. He has spent the last six years working in or with China, and is a speaker of Mandarin. He has previously worked in China in sales and as a translator, and also spent time working in political communications in the UK. More recently, he worked for the Department for International Trade advising SMEs in the retail space on their internationalisation. He works with brands from across the retail and creative sectors to advise on effective and realistic market entry strategies and on how to gain a better understanding of Chinese consumers.



China Britain Business Council
3rd Floor
Portland House
Bressenden Place, London

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