China eCommerce Masterclass: Enhance Your Chinese eCommerce Opportunities

Online Course (instructor-led)
E-commerce Retail

Date: 12 Aug '21
Time: 6:00pm to 7:30pm (GMT+08:00) Beijing, Chongqing, Hong Kong SAR, Urumqi
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Due to the pandemic, brands are now more than ever investing more heavily in online. As the only country to post a positive increase of growth to its economy, China’s consumer market is the only economy in the world that has recovered. Shown live from the heart of eCommerce of the world’s largest consumer market, this training aims to educate and inspire brand builders from around the world to take advantage of the Chinese market.

Currently, much of the content relating to Chinese eCommerce platforms is hard to find, not in English, and culturally ignorant for audiences other than Chinese brands. In this training, Sharon will explain with plain and easy-to-understand English and breakdown the complicated concepts in Chinese eCommerce to enable brands to see success in the Chinese market. She will be sharing the failures and successes of brands that she has helped in the past as they tried to navigate the eCommerce landscape in China.

Learning Objectives

  • How to sell online in China
  • How to leverage internet platforms in China to market your brand
  • Consumer shopper behaviour in China and what shoppers are buying online
  • Differences between western and eastern eCommerce
  • How to build a Tmall store
  • How to use the tools in Tmall to market your brand
  • Where to find other resources as a brand in China

Speaker

SHARON GAI
Director of Global Key Accounts
Alibaba Group

Sharon Gai started her career in e-commerce at a Fortune 500 systems integrator, enabling SMB’s to conveniently order computer hardware online. She was part of Alibaba’s globalization initiative in the Alibaba Global Leadership Academy, which strived to internationalize Alibaba’s domestic business units. In her tenure as a Category Manager in Tmall, China’s largest e-commerce platform, she worked with FMCG brands from large customers to emerging internet-viral brands in crafting their digital marketing and online e-commerce strategy in China. 

She has enabled brands to see sales of millions of dollars in a single day during campaigns such as Double 11. She currently serves as the Director of Global Key Accounts in the Tmall Overseas team, enabling global brands to leverage Alibaba’s overseas e-commerce platforms. Sharon has an Honors Bachelors degree in International Development from McGill and a Masters in Information Management from Columbia University.

Session 1. Setting the scene:

a) History of China internet landscape – who are the big/important players and where are the eyeballs?

b) eCommerce market vs offline market – where are shoppers buying

c) Consumer shopper behavior – what do shoppers buy online

d) Differences between western and eastern eCommerce

e) Tencent, Alibaba, Bytedance and Pinduoduo offerings and their differences

Session 2. Zoning on how to open the online channel:

a) Alibaba’s solution – Tmall & Taobao family

b) Tencent’s solution – Wechat app

c) Other solutions – Little Red Book, Douyin

d) Explaining the complicated Tmall store

Session 3. The technical concepts:

a) Golden triangle – 人货场 (People, Product, Context)

b) The eCommerce math equation

c) AIPL

d) What is Alimama

Session 4. Application:

a) How to get started?

b) How to distinguish yourself if you are a commodity product?

c) What are important things to consider?

d) Where can I find more resources?

This training is for brand owners or professionals working in the eCommerce or digital marketing space who can directly benefit from the knowledge and concepts taught in the series. The training will provide companies with frameworks to kickstart the launch of their brand in China.

Who Will Benefit

This masterclass is developed to help decision-makers, marketers, and sales teams to bring your China e-commerce to the next level. It will be particularly valuable for:

  • Chief Marketing Office
  • Chief Commercial Officer
  • Head of eCommerce
  • Head of Marketing
  • Head of R&D
  • Sales Manager
  • Marketing Manager
  • Digital Marketing Manager
  • Key Account Manager
  • Investors

Delivery Model

The Masterclass will be delivered virtually through an advanced interactive tool. Attendees will be able to engage with the trainer during the training and live QA sessions. You could use the chat option to share your questions or wait for the interactive QA session towards the end of the training. Login information will be shared 24 hours before the live training session, along with the PDF reference and resource materials. Post-event, we will be happy to take your questions via email.

Session 1. Setting the scene:

a) History of China internet landscape – who are the big/important players and where are the eyeballs?

b) eCommerce market vs offline market – where are shoppers buying

c) Consumer shopper behavior – what do shoppers buy online

d) Differences between western and eastern eCommerce

e) Tencent, Alibaba, Bytedance and Pinduoduo offerings and their differences

Session 2. Zoning on how to open the online channel:

a) Alibaba’s solution – Tmall & Taobao family

b) Tencent’s solution – Wechat app

c) Other solutions – Little Red Book, Douyin

d) Explaining the complicated Tmall store

Session 3. The technical concepts:

a) Golden triangle – 人货场 (People, Product, Context)

b) The eCommerce math equation

c) AIPL

d) What is Alimama

Session 4. Application:

a) How to get started?

b) How to distinguish yourself if you are a commodity product?

c) What are important things to consider?

d) Where can I find more resources?

This training is for brand owners or professionals working in the eCommerce or digital marketing space who can directly benefit from the knowledge and concepts taught in the series. The training will provide companies with frameworks to kickstart the launch of their brand in China.

Who Will Benefit

This masterclass is developed to help decision-makers, marketers, and sales teams to bring your China e-commerce to the next level. It will be particularly valuable for:

  • Chief Marketing Office
  • Chief Commercial Officer
  • Head of eCommerce
  • Head of Marketing
  • Head of R&D
  • Sales Manager
  • Marketing Manager
  • Digital Marketing Manager
  • Key Account Manager
  • Investors

Delivery Model

The Masterclass will be delivered virtually through an advanced interactive tool. Attendees will be able to engage with the trainer during the training and live QA sessions. You could use the chat option to share your questions or wait for the interactive QA session towards the end of the training. Login information will be shared 24 hours before the live training session, along with the PDF reference and resource materials. Post-event, we will be happy to take your questions via email.

SHARON GAI

Director of Global Key Accounts
Alibaba Group

SHARON GAI

Director of Global Key Accounts
Alibaba Group

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Course Provider

WISDOM

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Course Provider

WISDOM

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