With the explosion of new brands nowadays, consumers have various and fragmented choice of brands.  Some “mature” brands, especially global brands might suffer from the misperception that they are not “down to earth” or not relevant to the consumers in individual countries, cities or towns.  Janine will bring us the key for brands to win her heart：to really put consumer in the center and get to know who is on the other side of the keyboard, which is also the recipe behind any personalization.

Looking back on 2020, competition between brands have intensified. Mature brands have leveraged digital to achieve new growth, entering new channels, new product lines; while as “new data traffic players” emerging new brands are leaders of the new business model.
The ability to connect people have become the key to upgrading business transactions and rising above the competition. Tencent is committed to help brands build their own private data traffic management hub based on mini-programs, realizing life cycle management for consumers and achieving long-growth for businesses. After a year of development, Tencent Transactions have become a new platform that brands cannot afford to ignore. In 2021, Tencent will join hands with ecosystem partners to launch the “Private Data New Star” initiative, providing full support for new emerging brands entering the Tencent Transaction platform from multiple aspects including traffic, technology, management and more, in both private and public realms.

“Convert when being touched” was the wish of every brand. “Get what is shown” was the desire of every consumer. Digital marketing has not only made all the great vision happen, but also created a turing-point that led to the beginning of a new business era. How brands should navigate themsleves in this no man’s land? That’s what Ocean Engine strives to answer. We believe that there is huge potential for exponential growth hidden in every touch-point and every step of our consumer’s desicion-making journey. The key of unleashing it is to do the unthinkable and dare to break the existing rules. After all, the future frontrunners are often the pathfinders.

At present, the digital economy has become a new engine of enterprise growth. Enterprises begin to search for a new model of “lower cost and higher efficiency” to achieve sustainable business growth through digital transformation. YOYI Digital helps enterprises use digital platform, big data and operation to engage with customers in omni-channels. Integrating the customer data from the public domain to the private domain，cultivating consumers to be loyal members, and building a marketing closed loop, YOYI Digital enables enterprises to establish a more personalized and deeper relationship with customers to realize new growth.

Chinese market has formed its new pattern. Consumer demands focus more on products and emotion.  International brands and new vigorous brands are reshaping their positions between premiumization and popularization. The battlefield and scene of marketing are changing. The connection between these features and skin care market brings Beiersdorf enlightenment.
In differentiated marketing, how to keep differentiation and innovation? How to balance persistence and flexibility? What are subdivided track, segmented platform, related data and consumptive scene?  Shirley Xue, Managing Director of North East Asia, would like to share with all the explorations of Beiersdorf.

As attention spans dissipates, and data traffic dividends reaching its bottleneck, it is crucial to have the mindset with the customer at its core. How to cultivate different niche customer groups, and complete a full-link in marketing comprising brand exposure, cultivation of awareness, reputation-building, and harvesting, with precise traffic conversions？Lenovo returns to its roots, embracing innovative changes, and begins a mission to elevate its brand via the principle of combining brand and marketing, to grow with its consumers over tough times.

Technological innovation has triggered a rapidly shifting in the auto industry. Getting closer to users has become a theme of industrial change. ‘Big dog’, ‘Good cat’, ‘First love’ etc. These names of products harvest stream flow and break through circles. How does Great Wall Motors leverage to its advantage? Behind the distinctive models is the courage and determination of Great Wall Motors to accelerate its transformation and self-revolution. How can a car Brand Marketing suits every user with a strong personality while keeping the brand’s tone? What is the right marketing model to touch the heart of the user and maximize the brand’s voice with minimum investment? XiaoKang Fu comprehensively analyzes Great Wall Motors’ marketing cases and uses real-world experience to break the myth of Personalized Marketing of automotive brands.

Kraft Heinz’s brands are household names globally andin China, and as we enter the digital era they need to befurther cultivated in the digital space strategically togain loyalty
by digital users. Dhiren Amin, CMO Asia of Kraft Heinz, whois also a member of the Campaign APAC Power List 2021, will share with ussome of its winning practices of brand building via digital, and providing consumer experiences thatremains relevant and continues Kraft Heinz’s legacy.”

In our past cooperation with brands, we’ve found that great campaigns are usually due to a clear ” Tier 1 goals ” and all those creative marketing ideas focus on this core purpose.
For this time, we’ll share some interesting stories behind the Integrated Marketing from these four following dimensions: New Product Launch, Build a Star Product, O2O and Fans of Economic.

With the advancement and development of technology, marketing is also evolving and has entered the second phase of digital marketing – the integrated marketing era whereby data traffic dividends have dissipated, and marketing has shifted from open-ended relationships of the past to more precise management of relationships, in which customer experience and connection are crucial. Under these circumstances, the potential of media terminals is further unleashed, and has become an influential marketing platform in the integrated marketing age. As one of media terminals that is closest to users, with differentiated products and service systems, as well as advantages through integration of hard and software, OPPO Marketing is committed to helping brands cultivate settings for scalability, and achieve closed-loop in business and rapid growth. At this year’s GDMS, OPPO Marketing will share with us new perspectives and solutions for brands to build up private data via media terminals, from the angle of products, methodology and case studies.

To gain consumer market trends through social data insights, and to analyze the different routes behind traditional and new consumer brands that all reach the same goal in their explosive breakthroughs, and finally, to explore the rule and effective path of building high value brand assets through social media. How to help brands achieve their goals in a more scientific and consumer-friendly model?

In 2020，young people of the ‘Generation Z‘ accounted for 40% of the total spending power in China, being the main driving force. For the market, this generation of consumers will shape consumer spending in China and globally in the next 5-10 years. For brands, business will thrive if they can win over the Gen Z. So how shall brands decode the spending needs of Gen Z consumers? Grace Dong, CMO of HP, will share with us how to win with the Gen Z, by engaging them in the ways they prefer, and offering products and services they truly enjoy.

The commercialization of online short videos is progressing rapidly at present, and content marketing that is “short, sweet with small budgets” have become the secret weapon of brands to cross barriers. As the leading platform for online short videos, Kuaishou ‘s users have undergone further cultivation, while its products have also been upgraded with more diversification of content. Kuaishou will share with us its view of the commercial value of its commercial brand 磁力引擎– as it helps brands to build a comprehensive closed-loop and ecosystem, as well as a hub of new retail consumption for our citizens.

In an environment of product homogeneity and fragmented user attention, how could brand stand out and capture the minds of consumers? Xiaomi Marketing’s answer is to give users a brand experience that beyond their expectations.
Based on the company strategy of “smart phone x AIoT “, Xiaomi Marketing is creating a brand-new marketing model, which build on intelligent hardware ecology. With customized ideas, services and scenarios, which exceed expectations, Xiaomi Marketing helps advertisers fully inspire users to experience beyond expectations of the brand, and efficiently occupy their minds.

The sudden emergence of the pandemic has dealt a heavy blow to the tourism industry. As the leader of the OTAs, Trip.com has reacted quickly and evolved to generate more new business growth with travel ecommerce livestreaming. The “Boss Livestream” has become an IP in itself and a phenomenon, and encouraged government, and all partners from the industry supply chain to take part, helping the industry recover in these hard times. At the same time, Trip.com has maintained a deeper cultivation of its core business, with upgrading of its content platform and product community, as well as speeding up business capabilities with its partners.

Under the current wave of retail upgrading, the younger generation of consumers are experiencing a shift in their purchasing conceptions.Meanwhile, many legacy brands have madeover themselves with a younger brand image from between 2015 to 2019, to be more in line with the taste of younger consumers. This is not just a empty slogan, but an action plan.No one can be young forever, but there are always people that are young.Qiaqia Foods has been innovating its products and enhancing its branding with content, so as to further enhance emotional connections with young people.

（by-invitation only）

No matter what business you are in, digitalization is a must-do job. However, different people has different definition on digitalization，different company has different understanding.  The first step should be the aligmnent on the inderstanding of digitaization and defining the path on how to kick-off.  This session will share my expereince on the initial trial of the digitaization to help you have a meaningful start on the journey.

During smart reform, digital transformation has become a key pathway for companies to secure growth. In this context, the degree of man-machine agreement and cooperation often dictates the ultimate success of digital transformations. Therefore, companies should establish an understanding and match-making regarding AI capabilities and technologies. Furthermore, companies should establish system tools, build new models, design new processes, make decisions, and allocate labor appropriately to establish new industry standards and realize AI-driven growth.

Private data traffic is now an industry buzzword, and is linked to a brand’s survival. How to survive and achieve growth in the current retail and data traffic environment, has become a source of anxiety for all businesses. How shall we promote business growth with technology, and also to empower enterprises? We will share some of the processes of our service and exlporation of the private data realm, with a number of brand case studies to illustrate how we help companies achieve long-term growth.

With the private domain exclusive incentive system as the core, it helps the world’s eighth supermarket brand to carry out the full-chain digital and intelligent operation, from the front-end public domain drainage to the conversion and efficiency improvement to continuously improve the value of members.

In early 2021 AbInbev launched its first corporate accelerator in APAC, BudStart, to break away from the corporate norms. The results have been big, with products like Auction Edge already making global level impact.

The year 2020 was an especially challenging one for most brands due to Covid 19. Meanwhile, RB Mead Johnson’s digital transformation journey in China was accelerated by the pandemic. Angeli will share with us how it leveraged digital technology to reach, listen and respond to consumer needs quicker and more efficiently, to achieve even more business growth.

Keeping their customers at front and center, companies and brands need to build their owned traffic pool to manage their user data to communicate directly with their end users. APEX LINK, with its strong technology expertise and deep insights into customer expansion needs, designs individually tailored marketing activities and refined operations for consumer markets to help companies build their own intelligent customer data center that will deliver them more revenue and more users.

With the disappearing value dividends from data traffic, rising cost of acquiring traffic, the rough and random seizing of data traffic is now unattainable. How then shall brands seek new growth via private data as a deeper capability to service customers?

“Private Data Marketing” is made possible by the rapid growth of social media and ecommerce platforms in China, with consumer groups supported by platform data and algorithms, and finally bringing business growth brought by consumer loyalty and buying frequency.
Private data marketing, armed with data and algorithms, has in effect overturned traditional model of retail consumer growth (with emphasis on penetration rate). Meanwhile, with respect to mainstream personal care and cosmetic goods, private data（1on1）is still not the facet of marketing with 70-90% of sales coming from offline sources. So in this way, how shall we define, understand, and operate private data? I will share some applications of private data at the GDMS, and how “pan-private data” may become a new marketing capability for general personal care and cosmetics products.

The current wave of digitalization is driving deep levels of innovation amongst many industries and brands, and traditional brand marketing also needs to adapt to the digital era.
How shall brand communications be realized across a multitude of settings and channels?
How shall brands step up engagement with the younger generation?
How should a full-link consumer experience be enhanced and streamlined?
And how shall the digital DNA be ingrained into the corporate structure?
As a financial brand with an adventurous spirit, CITIC Bank’s Credit Card Center will share with us its new applications and challenges in its digitalization journey.

Under the impact of COVID-19, OTAs are facing great challenges and uncertainties. How to examine the market very deeply and explore business opportunities, quickly recover from the attack of COVID-19 and achieve high growth beyond the industry average.

New retail is still retail, and retail is about matching Customers with Merchandises at the right Markets. B&M store such as shopping mall is market centric to choose merchandise based on its market position. E-commerce platform is normally product centric by listing as many product/brands as possible. While new retail’s opportunity should be creating shopping experiences by putting customer in the centric. Only if we integrated both store experiences and digital touch points, we can engage our customer effectively by providing them life-long Omni-channel shopping services.

In the digital economy era, retail businesses are forced to rethink their business models with innovative mindsets after facing a host of ‘black swan’ incidents. In face of digital and smart technology evolutions, brands will need to reset their strategy in a fast-changing market, and elevate efficiency with enhanced business models via digitalization. Shede Liquor has achieved a leading status in the industry with digitalized tactics such as private data to gain a headstart in this competitive race.

Xianfeng Fruits have achieved marked results with focused efforts in developing digital technology, minimizing wastage and logistic costs. Currently, it is the largest fruit company in the country, with over 2000 fruit stores, and 23 cold-link logistic centers, as well as strategic partnerships with over 300 quality fruit plantations globally. Xianfeng Fruits have become the preferred fruit brand of our people.

2020 is bound to be an unforgettable year. Now that we are in the Post-COVID-19 Era will the changes in consumption scene and demand represent an opportunity or a challenge for new consumer brands? In the past, the monotonousness, dullness, inefficiency and other vulnerabilities of traditional marketing are gradually exposed. How should traditional enterprises save themselves? In this year, Xin Liang Ji achieved a successful transformation from behind the scenes to in front of the stage through fast channel opening, refined channel operation and brand recognition. We’re going to use experience to come up with a solution that might be appropriate for The Times.

Enhancing business models and products with digital technology for B2B businesses, changing traditional business realms and creating a new blue ocean market.

After facing the challenegs poised by the pandemic, how should B2B marketers deal with the challenges of a drought in talent and budgets, and change their mindsets from that of an employee to entrepreneur, to engage smart marketing and finally create further value? Osram’s Lucy will share three case studies from her experience in leading her team, with three solutions for B2B marketing..

Innovation is the continued driving force behind enterprise growth, whether it is continued or revolutionary innovations. How shall businesses leverage digital tools to gain insights new business opportunities and create a new curve for enterprise level innovation and growth. Our speaker will share practical cases on how digital tools may empower business innovations.

Digital marketing has disrupted traditional brand marketing mindsets, and offers more precise marketing models and environments, while at the same time contributing to more intense competition. For traditional B2B enterprises, achieving further business growth amidst digitalization has become a pressing question. How shall B2B brands position their brand essence and build their ecosystems? How should traditional manufacturing businesses elevate their brand marketing value? Zhang Di will share with us their brand case study, and explore brand growth considerations for B2B enterprises.

In the era of marketing digitalization, extensive marketing methods can no longer meet the needs of enterprises. As a leader in intelligent marketing industry, YOYI has massive data, relying on its own resources and technology advantages, it develops new marketing technologies, upgrades MarTech product matrix, helps enterprises master the core assets of user data, and empowers enterprises to open up public and private domain ecology in the new round of marketing reform. Excavate the greater value of marketing.

Forrester’s global marketing technology trends are shared, and what is the Total Economic Impact Research Report (TEI)? Where is the next stop line of marketing? Making use of customer insight to realize marketing decision and manage data quality is a major challenge for enterprise marketing activities. CDP is gradually developing to meet the needs of marketing experts. What are the development trends and best practices of CDP at home and abroad?YOYI entrusts Forrester to release the [YOYI CDP TEI Report]. Please look forward!

At present, fast-moving retail industry has entered the digital retail era, and traditional marketing techniques are gradually eliminated in the overall market environment changes. Therefore, for FMCG, it is particularly necessary to turn to online retailing, open up private traffic and find suitable and effective marketing methods. Listen to Unilever’s thoughts on digital transformation.

With the impact of the epidemic in 2020, all marketers are exploring and practicing the best strategy to drive enterprise performance growth. The application of data and technology has become a competitive barrier to the growth of enterprises. Only by constructing comprehensive, real-time and accurate data assets can we create high-quality effect marketing, and through refined operation, we can achieve revenue growth and brand appreciation.

Walk into Markor Furnishings, and talk about the past, present and future of Markor Furnishings’digital transformation, as well as their thoughts on content marketing, IP building and short videos.

With the rapid development of digitalization, what are the key factors to achieve marketing growth?

How do you view the role of CDP in the “customer-centered” strategy?

How to achieve inter-organizational coordination in CDP project, and which functions play a key role in promoting?

What are the key factors for the success of CDP project?

What is the most desirable value of CDP? Why?

In the mobile internet age, deep changes are occurring with screen reading, decentralization, consumer concepts and purchasing. In the digital environment, how shall companies use the mobile internet as the central device to connect to traditional businesses, and to realize digital transformation for brand marketing? From material goods to culture, from price designs to value creation, from supporting channels to client operation, Dong-E E-Jiao’s President Gao Dengfeng will show how the company retains customers’trust, breaks through the boundaries of time and the masses for traditional business, and achieves digital transformation with customers at its core, with the soul of the brand as its foundation.

For many enterprises, digital transformation is now a must, and how to achieve further customer growth is a pressing problem. How shall companies track their marketing and growth via smart data? Chief Operations Officer of 友盟+ Lv Zhiguo will share with us future marketing trends and how to achieve breakthroughs with practical case studies from the angle of digital marketing. To join hands with smart data and make marketing easy.

In the post-pandemic era, a new trend is emerging in the brand marketing landscape with top brands enjoying better marketing impact and greater vertical segmentation of consumer categories. Behind the shift are two key drivers — new products and new categories. We will share how to break through the barrier between internal and external e-commerce data and use data to dig out both the real motivators for consumers and the underlying business drivers from amongst the ocean of emotional social comments. We will identify the best path for new products and/or new categories through all the sales chains, from digital research and development to becoming bestsellers on e-commerce platforms.

In the face of rising new generations of consumers and the multi-polarity of life concepts, the traditional marketing methods based on traffic logic are no longer efficient for users to establish connections with brands. This awareness has prompted more than 70% of advertisers to increase their investment in 2020 for content marketing. However, the content marketing approach is not limited to produce more attractive advertising, but also contain the lifestyle & trend of consumers in all sectors under the era of comprehensive internalization. For enterprises, this is also a solid foundation in business sales activities – understanding and profiling content is the essential basic qualities for today’s brands.
Through years of deep cultivation in the content field, NetEase has formed five core content platforms: news, cultural creation, Cloud Music, games, and LOFTER. Though developing these platforms, NetEase designed and validated its unique content co-creation model. As an important participant in the content ecology, brands may find the answer to marketing from NetEase’s content logic, which will help them further complete the strategic transformation from ‘producing brand contents to a content-based brand’.

With the rise of generation Z, the new consumption era has come quietly. As an e-commerce channel, half acre Huatian is constantly adjusting and optimizing its brand marketing methods. In the face of upgraded consumer demand, iterative consumers and diversified market environment, half acre Huatian has been working hard to study and practice how to start the brand survival war under the situation of adhering to the guarantee of brand original intention and commercial success, It has gradually occupied a place in the category track. No matter the growth track in the past or the challenge of higher demand in the future, it is worth sharing with you today~

In the post-pandemic era, digital transformation has become a consensus for all traditional enterprises. Meanwhile, how to enable marketing digital transformation to realize the value of data, and not to become an empty therotical exercise remains an issue for many companies. In this session I will share my experience in enterprise digital transformation and the challenges I experienced, as well as my experience in facing these problems. I will share from the three perspectives of data, cultivation of data value, and the building of digital infrastructures, with the aim of inspiring those in the audience for their own enterprise digital transformations.

Products for the digital economy needs to establish connection and interactions with consumers. While the needs of traditional businesses are based on channels, and cultivate fundamental changes based on their consumers.  How to develop new channels, position online marketing,  whether to have private data traffic management, and what kind of digital capabilities are needed by brands? Michelin will share with us the exploration of its shift to the durable consumer market.

As the economic environment and consumer habits continue to change, more and more companies pay more attention to the improvement of marketing efficiency, and information flow advertising, as the mainstream form of digital marketing, maintains rapid growth every year. How to use digital and intelligent marketing technology to create innovative digital services that fit various roles in the entire advertising ecosystem, including brand owners, media platforms, agencies, material creators, data providers, and other corporate businesses and efficiency improvements, thereby helping The creation of more business value for an enterprise is a direction worthy of consideration and insight.

From the globally leading search engine to AI company, Baidu has provided its users with integrated and tangible services for multple settings. In terms of marketing, in face of changing marketing environments and trends, Baidu AI has deep reach into the entire marketing roadmap, with applications in marketing settings, communications, insights, ad placements, and services. Helping brands to understand, connect and service its users. With precise insights, Baidu not only helps brands see what sells well, to identfiy customer needs and drive  data-driven brand building. In terms of customer acquisition, Baidu has deepened “smart search + smart recommendations”for multi-level marketing that aids brands to meet the needs of consumers efficiently. For business operations, Baidu assists brands to secure high value customers and enterprises, helping to facilitate a marketing closed-loop. Baidu’s new marketing growth engine, is currently becoming a driving force for brands to acquire customers and manage long-term business.

1. The concept of Customer LifeTime Value（CLTV）
2. Measure, predict and transit upward CLTV
3. The significant difference between Tag Engine and Tag System
4. Build a Data-Driven Growth System to maximize CLTV

How is rapid product enhancement and innovation via big data achieved? How should brands strengthen its connections with customers in the digital era? How is digitalization of human resources and staff mentoring achieved? Jelina Wan, Regional Marketing Vice President of Mars Wrigley, will share with us from the perspective of marketing, on how the company is creating more blissful moments for consumers and talents of the future.

As represented by supermarket retail chains, traditional retail channels have experienced rapid growth in the past 20 years. Meanwhile, this business model is gradually unable to satisfy the needs of consumers; with ecommerce, the pandemic and new retail accelerating the decline of the industry. As new retail constantly innovates with the support of capital, there has been much investment, while a workable business model is still elusive. The deep-seated reason for this is that there is no real fundamental change with respect to business model and the internal structure of organization, with data and CRM unable to solve fundamental problems. Metro attempts to achieve breakthrough via shifts in its organization and business model, and to provide the final answer.

As more and more new brands emerge, how shall they achieve breakthroughs quickly in these fast changing times? Data is driving marketing, with many opportunties, as well as challenges. In the digital age, brands old and new, from all industries, must proactively elevate themselves via digitalization, and to generate the second curve for growth, and to facilitate leading status for enterprise digitalization.

In the new consumption era, consumers are still at the core of brands!

But for consumers, information is everywhere and sameness abound, so what kind of brands are worth following?

For a small player in a big consumer market, smartphone cases have both a foreseeable market and unforeseen embarrassments, so how shall sustainability be achieved?

How should new brands that have evolved from 0 to 1 – maintain its own solid path between short and long-term benefits?

Distinct from from those brands with years of retail experience or powerful backgrounds, we are a different breed coming from traditional manufacturing, to innovate on a path of development for Chinese brands – as we fearless in the face of setbacks and face challenges head on!

Under the model of interest-driven ecommerce, product value, brand value and service value are realizing equal development. For interest-driven ecommerce, this is perhaps only the beginning.

China’s consumer market continues to increase its scale, while the structure of its consumers also continues to change. New emerging brands need to  appeal to a new generation of consumers to gain competitiveness. How shall global companies entering the Chinese market complement their Chinese partners and help to accelerate the establishment of new brands? As the digtal consumer infrastructureand content ecosystem becomes established, how should new emerging brands develop their own core competitiveness and breakthrough in the market.

In the era of digital marketing, the conventional advertising and media are no longer the key factors affecting the communication, and the dominant power returns to the consumers. The rapid growth of premium brands requires focus on consumers, with the help of digital tools of new social media, so as to accurately reach consumers, which will result to enlargement of brand awareness and sales growth.

Accelerating enterprise digital infrastructure transformation, is a necessary path for brand growth and for traditional brands to break through bottlenecks in development. Master Kong’s Marketing Director Jason Gao has worked towards building up the company’s digital operation system, establishing its data middle platform via enterprise big data, and is the key pioneer within the digitalization of the Master Kong business. He will bring to us a detailed roadmap of how Master Kong’s digitalization system was built via integrate marketing that incorporates both online and offline, guided by data, to empower brand growth.

Consumers from different times and different environments will have different values and concepts. As the millennials fade into the background, the Gen Z consumer has emerged to take center stage. Brands now need to tackle the issue of finding a fast track for marketing in a consumer market dominated by the Gen Z.

As a newly emerged channel, livestream ecommerce symbolizes expectations from many brands for new sales growth, especially as the pandemic has dealt a heavy blow to offline retail and the selling potential of livestream ecommerce has become a key focus. Meanwhile, the value of livestream ecommerce lies not only in selling, but also for brand marketing and interaction. How should brands build a content ecosystem that is suitable for new approaches, and to maximize value?

How should brands meet consumer demands with better services, create customer value, drive innovation in enterprise management and service formats, and finally realize digital transformation?

Nowadays, the role of media has surpassed that of providing exposure and interaction, and even offers transactional services without the assistance for other platforms. Nowadays, consumers are more and more well informed, and will eliminate unwanted content in under 0.1 seconds; nowadays, brands are bogged down with need to balance quality and effectiveness, while ROI continues to drop. In face of these complications, how shall media buyers see through the fog and reach a fruitful conclusion?

Consumer insights have shown that after the global pandemic, consumers have become more selective and cautious when purchasing luxury goods. Leveraging ecommerce and offline channels for livestream ecommerce, with active social media engagement with consumers, PINKO has truly achieved single-digit growth in revenue.

With the improvement of public income, Chinese consumers’ pursuit of health is increasing. In this fitness market with the largest scale and the highest potential in the world, how to achieve disruptive innovation on the old model, then seize the dividend of consumption growth, has become a common problem faced by the whole industry, and the wave of smart fitness arises at the historic moment.
In this context, how do fitness practitioners shape the differentiated competitiveness of the brand and achieve the leading position in the emerging track? Mr. Zhang Yuansheng, Co-Founder and President of FITURE, will bring us a case of the rise of new and cutting-edge brands in the industry, and share how to create competitive barriers through disruptive innovation of business models.

Consumption has become the first driving force of the economy. In a new pattern of development characterized by domestic cycles as the mainstay and mutually reinforcing international and domestic cycles, what will happen to the consumer market? What are the core factors affecting the consumer market? How will the elements of branding and marketing change under this change? Pursue the new or the original?

Everyone may have different thoughts and Chen Peng will share his views with us.

As ecommerce traffic dividends dissipates, content marketing has multiple touchpoints, while budgets are never enough. How to truly be “less is more”, smartly focused?  Brita will share with us its experience of building a water distillation brand in a niche market.

Covid-19 has accelerated the speed and extent of digital disruption, and the travel industry has been hit as never before. At the same time, consumer behavior has undergone fundamental changes. In the travel industry, how should brands confront the challenges of digital disruption and seize opportunities to futureproof their business growth?

Join us and discover how European fintech unicorn Klarna and creative company MediaMonks help Chinese brands go global. MediaMonks China Managing Director, Rogier Bikker, has driven from China to Holland by car using only Chinese brands, sponsored by BYD, Huawei, and Lenovo. Now, he helps Chinese brands become global household names. With him on stage is the Head of China of Klarna, Tom Xiong, who works with the likes of Chinese DTC e-commerce giants to unlock global markets.

Due to the complexity and rapid changes of the current Chinese media environment and market status, brands have shown diversified and various needs in different stages of development. In the past, advertising agencies only needed to specialize in marketing. But currently, each subject in the industry chain is actively doing marketing, and even moving forward to assume the ultimate goal – to do sales. The service model of advertising agencies is being disrupted and innovated.

When each subject in the industry chain has the opportunity and ability to become a content creator and a sales completer, how should advertising agencies define their role and value? And how should advertising companies break through to become brands’ partners?

As Beyond Meat completes its listing, a global wave of plant-based meat has emerged with industry giants including KFC, McDonald’s, Burger King, Starbucks, Nestle and Cargill enter the race. Hey Maet’s founder Chichi Hong will share with us its experience on how to seize opportunities in this vibrant market and achieve breakthroughs.

In recent years, there has been vibrant growth in the realm of new consumer products, and a host of new emerging brands have become leaders in their own niche markets with a keen sense for online traffic and innovations, complete their 0-1 transformations. Meanwhile being able to survive is only the first step in their entry into the business racetrack, and gaining a complete competitive edge requires brand power. With brand power, emerging brands will be able to win the market, and this is something that each new emerging brand must think about.

During early 2020, many consumers became ‘missing persons’due to the pandemic. To find these missing consumers, many businesses began allocating resources to build their private data pools. Many business-related data have show that enterprises are speeding up their private data traffic consolidations, so what is it about private data traffic that is so valueable? The father of marketing Kotler have said that the marketing era has ended, so how shall companies build new marketing systems based on digital? Yu Yibing from Wahaha will share with us how the company leveraged digital technology to profit from the private data realm, deepening consumer engagement, with better products via better channels.

-Building a digital strategy roadmap to enable blockbuster new product

What innovative secrets are behind the stunning performance of surprise hit products? In a constantly iterating and shifting market, how can unique perspectives be used to identify opportunities for new products? How can data tools be used effectively to reach different consumer groups and attract new traffic? Big and small data, when combined, can empower new product strategies and align strategic targets of new products with consumer needs. Digital strategy roadmaps help new products launch strongly and break out from the “repetitive” competition. Illuminera will share with you on how to utilize new product strategy roadmaps and data tools to select the best new products, gain insight into the source of market opportunities, and break down new trends in consumer behavior.

-Using a “killer combo” to empower marketing value chains  and maximize brand value

In traditional sales and marketing, each critical marketing activities, from strategy to innovation, placement, and channels have been strictly split and managed separately. Usually, strategic thinking loses much of its impact and essence when executed, leading to poor performance. Illuminera is using a revolutionary framework to allow sets of data to penetrate the entire marketing process, maximizing accurate execution of strategies. Through analysis, experimentation, validation, and optimization, Illuminera has built a “killer combo” to reach each part of the marketing process, significantly increasing brand commercial value. Through digital empowerment of sales and marketing, end-to-end zero attrition is achieved.

-Rethinking brand strategy and business models under the digital storm

The tide of digitalization has come, and past mega brands have seen slow transitions and slipping performance; new brands overtake established brands and grow even as the larger markets twist and turn. Is the classical STP theory and Mega Brand strategy past its prime in the internet era? When facing the new norm for sales in the digital age: invisible competition, atomized customer segmentation, and customer need fragmentation, how can we innovate brand strategy and business models? How can intermediary touchpoints be eliminated, restructuring the brand value chain? How can the digital transition be used to construct super connections in the marketing ecosystem? Illuminera restructures brand strategy in the digital age for you, unleashing newfound brand power.

-Unprecedented potential, a path for outstanding growth

As brands run up against an ROI ceiling for public domain customers, costs have risen, and flexibility has reduced. Now companies are looking to build private domains and successfully generate revenue. Private domains are fast becoming a coveted avenue for generating traffic, but how can this ace be played? How can we convert traffic into private domains to fuel a new round of growth? How can we break through the 5-10% ceiling for private domains and bring breakthrough growth?

Through a unique private domain model and playbook, Illuminera has identified five success factors and four core abilities for private domains.

In this session, we will share our experiences and insights on how to build private consumer domains “0→1→100”, understand traps in domain building and management, and principles to follow for success.

-A perfect match of product and target consumer

As the FMCG space becomes crowded, unique products have become commonplace, and the “one-hit-wonder” era for brands has ended; the new path forward is through C2M positioning product innovation. The core strategy is “center around the customer”. In the past, tech and organizational limitations have stopped brands from truly embracing the consumer, but with big data, Illuminera has the chance to recognize, understand, and work with different consumer segments to produce the ideal product. This allows new products to match up perfectly with target consumers. Yan Palace’s new collaborative bird’s nest products realizes penetration of the youth segment market and is a historic example of success in market innovation.

-Insight into cross-touchpoint chains to reshape the consumer journey

As consumers’ attention is increasingly fragmented and marketing touchpoints become sporadic, the “data silos” separating different touchpoints has become the biggest challenge for data-empowered marketing. Brands are unable to map the consumer journey and find the key to influence consumer moments-of-truth; nor are they able to evaluate the effectiveness of each touchpoint and promote media attribution and optimization across touchpoints and long-term time horizons.

In the face of these marketing dilemmas, based on advanced data collection technologies, sample database recruitment and management methods, and following the framework of consumer personal data protection compliance, Illuminera has launched a novel digital consumer insight platform, Ghawar, to help brands break through silos, master the consumer journey, and achieve success in the big picture.