How
to effectively build a Brand and Business together in the rapidly shifting
customer, technological, and media landscape. 
How can your brand perform and transform to enable today and unlock
tomorrow. Blake Cahill – SVP of Global Digital Marketing & Media – Royal
Philips will unpack some insights for us in his opening keynote.

Given
fading demographic dividends as well as slowing growth of the internet
industry, brand marketing evolution is neccessary in today’s “Post Internet
Era”, where the internet has penetrated into various aspects of daily life.
Tencent understands consumers in each specific scenario, how to reach the
target audience and expand this reach via relevant content, and finally realize
conversions through Mini Programs, as well as accumulation and optimization
through Cloud. In this way, Tencent can help advertisers identify their unique
ways to create brand value and explore new marketing approaches – that boost
both business growth and customer acquisition, and achieve both branding and
sales excellence.

As a global leader in family entertainment, The Walt Disney Company is committed to creating world-class content, products and experiences.  Through Disney, Pixar, Marvel and Star Wars, we have created hundreds of stories and experiences that connect us with audiences at the most memorable moments in their lives with Disney’s “Special Entertainment with Heart.”  In this rapidly changing digital age, how does Disney provide Chinese consumers with unrivaled entertainment content and experiences?  Angela Wang, Vice President and General Manager, Digital, The Walt Disney Company China, will share with you how Disney entertains with heart in today’s digital world in terms of content creation and marketing strategies.

In the multi-screen era, the diversified and fragmented video advertising market has driven the core of brand marketing return to “people”. Throughout consumer’s online behavior whole day, different individual behaviors will be different based on different terminals and scenarios. Therefore, brands must build a marketing strategy around a complete consumer track. Through deep use of data, cross-platform and cross-media , we can link consumer’s variety life scenarios, give the most scientific marketing decisions, and then achieve company growth.

Joseph Lee, who leads the Budweiser brand for AB Inbev North Asia will share with us how to strengthen the value of brands via digital, marketing innovation, passion points and connected experiences that matter to brands and consumers, and how these could help generate better marketing campaigns and ultimately drive the company business and allow Budweiser to charge premium VS competitors.
Joseph will offer takeaways on how to engage consumers via these different touchpoints and offer them relevant brand experiences that creates equity and loyalty.

Without doubt, digital platform becomes the most
important communication and promotion vehicle to talk to Chinese consumers in
daily life. Based on this fast growing trend, brand company tries
many efforts to catch consumers’ attention to win in the changeable digital
world. However, digital platform requires more entertaining activities, a big
variety of contents, and always-new & different schemes. Such nature is
different from brand’s always persistence, one KV, same slogan, and repeated
advertisements. In this session, Brian can share with us that how Hershey’s use
very different and interesting campaigns, such as “win a KISSES date with
superstar” and “Halloween Vampire’s KISSES”, to create buzz and further
increase online and offline market share. This is a case sharing involved with
big creativity, stars, and interesting contents, which fit into 124-year
old brand’s gate keeping guideline and further enhance brand value. Let’s join
the sharing together.

For the past 5 ~ 6 years, discussions about “New Media” and “New Marketing“ has never been more heated. It seems that every corporation and everyone in the Marketing business is carrying a suffocating sense of crisis, while aimlessly chasing after consumers that have unpredictable and changing natures.However, today, “New Media” is no longer “out of the oven fresh”, “New Marketing” is now conventional, even new technology applications are mostly gimmicks. Hence, it is now more and more essential whether we have accumulated enough experiences for the last few years, and that we stayed in our belief of “Consumer centric” without getting lost in the promising view of the Marketing world.For P&G, what we pursue is not just the success of a single product, instead, it is the participation in the omni-channel and innovative consumption reconstitution, the redefinition of “New Era of FMCG” to continue the innovation on Marketing, that matters to us the most. So, in our grand gathering tonight, Mrs. Candy Deng, Vice President, E-business and media of P&G Greater China, will reveal the best practices which P&G carried out based on massive consumption data and innovative technologies, that truly embrace the changes in consumption while continuing gains consumption recognitions; and she will also discuss with us what is the subversive driving power in the New Era of FMCG.

The popularity of mobile Internet directed the attention of consumers to their small screens. However, over the past few years, the smart TV industry has grown by leaps and bounds with improving network technology infrastructure and ever richer content on video platforms. This trend is gradually moving the eyes of consumers away from their smartphones to bigger screens, primarily smart TVs. The renewed interest of consumers means that marketing will also focus on big screens, opening up a new field for competition. In particular, the living room OTT screen holds a prominent position, and is restructuring the media viewing and consumption habits of families. In order to enhance brand marketing efforts, Alibaba has redefined its digital marketing model to target families. With an all-new layout centered on smart TV marketing that moves from the individual to the family level, Alimama is driving a revolution in marketing that focuses on the family as a whole.

As we discuss the value of internet media, we should look at how brands identifying different media values between PC and mobile internet, and the combining of different media platforms and growth opportunities, and how 360 is helping brands identify and seize opportunities in terms of branding and effectiveness to drive new break throughs in business. 

With the rapid turnovers in the mobile internet
era, the main driving force behind mobile video industry is also undergoing
changes. As UGC emerges to become the main growth engine for mobile video, the
Tik Tok platform have pioneered short videos with UGC as its core, and
with technology at the core of marketing innovation – to drive users and brands
to join hands and connect, and helping online short videos to step up to a new
level in marketing.

The smartphone device number is one of the most disruptive inventions for marketing of the mobile internet era, and especially for ecommerce enterprises, with the device number, they are able to not only track brand ads and performance ads, and even the conversion afterwards. They are also able to trace the results of traditional ads via products delivery addresses. After a few years of gathering such collective data, we at VIP.com would like to share with you some insights. Are brand ad placements still effective? Which methods will win your more customers? How shall content ecommerce be measured? Is group buying campaigns worth doing? These are questions you have been thinking about and VIP.com offer the answers.

Gaining awareness is a process, from the start of question to finding its answer, from knowing to broad awareness；Zhihu marketing implements via its precise positioning on its knowledge users, predictions on marketing trends, and its assisting of brand-building. Zhihu will share the industry some of its key insights on marketing.

The digital era has
changed marketing forever. Marketers often focus on the fragmentation of
platforms and the challenges of where to reach consumers in the ever-changing
media landscape. However, there has been an even more fundamental revolution in
how we engage with consumers and the very process by which we create brand
meaning and value in today’s world. Marketers can no longer afford to create
brands in isolation. Instead, the privilege – and challenge – of marketing
today is how to co-create brands… with our consumers, our customers, and other
collaborators that can drive brand value through meaningful and relevant
connections. In this session, PepsiCo China Snacks Chief Marketing Officer Amy
Chen will share advice and lessons learned for co-creating brands and value in
today’s digital world.

In today’s fast-paced
and ever-changing retail environment, as a leading global brand, Walmart has
been servicing thousands of millions of busy families worldwide to save money
and live better- anytime and anywhere – in retail stores, online, and through
their mobile devices. How we achieve this mission depends on the aspects of
customers and technology innovations. This year, by reflecting our growing
status as an omni-channel retailer, Walmart changed the company’s legal name
from “Wal-Mart Stores, Inc.” to “Walmart Inc.” The name change chiefly demonstrates
our growing emphasis on serving customers seamlessly however they want to shop
with us. In this keynote, Suejane Chang, Chief Marketing Officer at Walmart
China, will share lessons on driving core values from customer focused
innovative experimentations. Welcome to this session to sort out all the noise
and traffic of future smart retail, to truly lead, change and win for the
customers.

In today’s digitized
world, consumers are changing dramatically. They have access to much more
information and demand instant response/delivery which brought huge challenges
to brand owners. We need to find new ways to connect with them, with the new
technology to enable digitized consumer journey, play to win in digitized
marketplace.

In the era of Big
Data, in order to drive business success and establish unique market
competitiveness, it is strategically critical for brand owners to integrate and
fully harness data assets for better decision-making. By sharing best practices
and key takeaways in structuring DMP systems for industry-leading companies,
Mandy Yan will analyze how enterprises could convert existing data resources
into competitive data capabilities that help them identify most valuable
marketing opportunities and optimize marketing strategies in asset management,
media buying and advertising, which are all geared towards delivering new
values for business growth.

The instinctive human desire to connect presents endless opportunities for modern marketers. In ‘Making it Personal’, Angeli Beltran explores how the perfect relationship flourishes with insight and empathy, how data fuels engagement, and how brands capitalise on digital technologies to generate mutual understanding. Building on demographics and psychographics to construct buyer personas, Angeli demonstrates how sharing brand conversations creates productive dialogues and establishes the trust to satisfy hidden needs and desires that fuel long term productive growth. She will show how understanding the customer journey enables brands to identify moments of meaning, and how supporting them drives deep loyalty and enhances lifetime customer value.

With the emergence of internet third-party platforms, simple hotel booking systems alone are increasingly insufficient to satisfy diverse customer needs. How to effectively manage member information, with an ecosystem that satisfy operational needs of members in different contexts, has become a big challenge for the hotel industry. The emerging big data and AI techinologies have made possible cultivation of internet data value, and this also facilitates more in-depth consumer behaviour insights, precise customer targetting and enhancing conversion rates to build ecosystems of multiple facets.

Data
are not panaceas. Owning data does not mean brands are able to connect and
engage effectively with consumers. In this keynote, Lucy Zhang, Senior Vice
President of Withinlink, will focus on “the boundaries of data” and the
value of data applications.

Mega brand, big campaign, mass market, big idea, … these and many other marketing concepts that have propelled many brands to stardom no longer seem to work.While many brand owners point fingers to the cooling economy, one also saw the rapid rise of a new crop of brands on limited budget but doing marketing differently.The rules of marketing are changing in the big data era. Traditionally brand owners suffer from the disconnection between strategy  and execution, the uncertainty in outcome when budgeting and spending, the helplessness of not knowing quickly enough what is happening, … just to name a few. Now with data underlying every step of decision making, these and many other sufferings are becoming optional.Together with Mylan, Illuminera has tested the water in reconstructing marketing using big data analytics. In our still on-going explorations and many other Illuminera cases, we have an increasingly clear picture of a whole new way to build brand. Join us for a glimpse into the future of market, a future of transparency, investment certainty, precision, efficiency…

Information
in the marketplace is ever changing, with myriad competitors, while advertising
channels are getting more expensive. How shall brands win in this environment
and maintain growth and profitability, in this age of personalization? And how
shall companies innovate with relation to personalization strategy, as well as
data usage, while the competitive edge of uniform products continue to decrease? Will
the path to personalization be the savior of marketing?

Ad tech is the combination of marketing, technology and management, and offers unlimited potential for new opportunities. Meanwhile, the growth of ad tech has surpassed the extent to wwhich most organizations are able to absorb their own cultures, thinking and operations – which is problematic for the sustained growth of ad tech. This also makes companies hestitant and cautious tochoose when they should embrace new technology.

The slowing down of benefits from online data traffic has become a problem for traditional enterprises to sustain growth，and brands must reevaluate cost an effectiveness. On the other hand, Chinese consumers are more digitalized than any other of developed countries, and only thevditalized and precise business operation model may satisfy their needs.  In recent years as a new wave of martech emerges, Chinese enterprises are fixing their attention on what opportunities martech may bring for new growth.

As the generation born in the 90s and after 1995 emerge as the prime consumption drivers, they are attracted by trendiness, unconventionality, cool, interesting and niche products. Brand marketing in a new era must cater to these needs, and complemented by product innovations, with more consumer engagememt to enhance brand loyalty. Heddy Yuan, VP Marketing of Mondelez CHina, will share with us her view of the marketing world for youths.

The 10th anniversary of 11.11 Singles day has just been completed! This year, almost all brands have found that the traditionally effective e-commerce price driven promotion strategy has been expired. In particular, new brands or new products of established brands are finding it difficult to obtain the necessary sales performance and market influence in the traditional e-commerce channels. Why? Because consumers’ purchasing behavior has been changing, and content has been playing a much more important role.
As a platform with both social community and e-commerce, Xiaohongshu has been supplying users with enormous amount of high quality “Zhong Cao (consumption intriguing)” content. And based upon the active ecosystem of social community, many brands are interacting with their potential customers using various methods and providing high-quality products to help them “Ba Cao (complete purchase)”. Farmacy is a good representative brand among them.
Farmacy is a popular fast growing beauty brand in Sephora. Green Clean and Honey Potion has been the hero products from a sale perspective, but it is still a relative new comer in the beauty category. A new brand like this will have challenges competing on price and has a limited customer awareness. 
Farmacy decided to build an independent influencer marketing capability in our organizational structure, and at the same time focus our resources and energy into the operations of our business in Xiaohongshu platform. Not only did it choose to launch the brand in Xiaohongshu, it also fully integrated Xiaohongshu influencers into their go-to-market planning, including producing high quality content and focusing on community management. The fully integrated social marketing and social commerce strategy has helped Farmacy achieve very good results in China market.

As an open mobile
social platform for young people, Momo aid the users to improve their social
efficiency and make more new friends through building diversified social
scenes. Meanwhile Momo is also looking forward to the brand wining more fans
via multi-scenario social intercourses, hence boosting the marketing growth.

The Fifth Global Digital
Marketing Summit (GDMS) watches Momo’s incarnation of social amusement park, playing
out marketing new games.

Share how to apply
“Sugar” series of marketing to enhance business growth of the brand.
Let’s altogether savor the marketing with some “Sugar”.

Social Media Marketing starts to gain popularity in
China from the rise of Weibo in 2009, and it quickly involves the general
population in less than a decade. Today, China Southern Airlines has
accumulated more than 24 million fans on global social media platforms, ranking
the 1st in airline industry in the Great China Area. In the “Report of
Chinese government-owned companies oversea social media communication effect in
the first half of 2018”, China Southern Airlines also
ranks the first. In 2018, there are more than 3 trillion social media accounts
in the world. How do we better deliver the brand concept and products
information to our customers and bring them unique value in this social media
marketing era? In this keynote, Mr. Wu Guoxiang, SVP of the International &
Corporate Relations Division of China Southern Airlines, will share the matrix
operation model and development plan of China Southern Airlines Social Media
Marketing.

KFC, a tech company disguised as a fired chicken business in past 3 years.In order to re-build a young & energetic brand image in Chinese consumer heart, We extremely break the traditional ways to dialogue with consumer, via technology and disruptive creativity.

The consumer of the
digital age is no longer satisfied only by neccessity to choose a brand, as
their brand awareness becomes more advanced – which has become more related to
representation of value and culture, andthe essence behind the brand. From the
perspective of Fotile, a brand should have a great vision, apart from basic
necessity, it should bring more bliss and happiness to people, and more
positivity to the society. Therefore Fotile has gone back to its Chinese roots
and culture for the essence and value of the brand. This will give the brand
lasting vitality in an ever changing marketplace.

Chen Yi, Fotile’s
Special Assistant to Group Vice President will share with the audience Fotile’s
path to brand elevation and change: from the perspective of product
competitiveness, to utiliizing culture and value as the core, and conveying
love and blissfulness as the brand mission. 

A brand is not only about popularity, but also experience, engagement, yearning, as well as to the user’s satisfaction, loyalty and reputation. How to use data to measure whether a brand is doing well in experience, participation, and yearning? – User satisfaction.From shaping a brand to building a brand, behind the high satisfaction of the product is the core development concept of “people-oriented”. Enterprises should be “Stars” and not “Meteors”. Wang Shubai, vice president of TUNIU.com, will share his brand marketing experience and talk about the growth story of a “Star” brand which has 100% user satisfaction.

Today, many companies talk about becoming more results-focused & data-driven.

Traditional measurement of brand health (through surveys) is being challenged by the fact that what consumers say is different from what consumers do. In addition, retail tracking (e.g. market share) is being challenged by an evolving & fragmented channel landscape.

Christopher Kong will introduce a KPI framework for business performance measurement & tracking. Within this framework, he will share learnings on how to overcome the above challenges by combining a consumer-centric mindset with digital technology.

Data-driven marketing has transformed from an innovative approach to a fundamental part of advertising and business strategy. In this session, you will learn how your brand can gain a competitive advantage with really clever advanced thinking about data.  Whether you are just getting started, or are looking to improve your existing marketing strategy, these are the nuggets you should be considering!

Lenovo’s journey over the last 14 years has been a remarkable transformation story. But the reality is that Lenovo has undergone multiple transformations to navigate the turbulent and dynamic technology landscape. This keynote will tell the story of Lenovo’s bold acquisition of the IBM PC business, combining an East and West player to build the largest global PC brand in the world, to acquiring the Motorola brand from Google and the X series server business from IBM and numerous other joint ventures to create a formidable $45B global brand.

Specifically, we will focus on four waves of
transformation that Lenovo undertook to drive change.
· Culture transformation from an East only
company to global 500 brand
· Transforming from a single product line
focused company to a multi-product focused brand
· Moving from a pure hardware product
company to becoming an innovation focused IOT and AI focused company
· And Finally,
transforming from a product company to a “customer centric” company

Big data, Internet +, AI, intelligent manufacturing… The digital economy has developed rapidly in China, transforming and fueling China’s social economy growth in various ways. As the building blocks of the economy, companies rely on data-backed insights to understand behaviors, capture needs, and spot trends, all in real-time, in order to position themselves at the forefront of market competition and industry evolvement.
LinkedIn, through the data generated from 590 million member profiles, 30 million companies and billions of content activities, digitally outlines the global economy into the world’s first Economic Graph. The insights generated by such massive amount of data can unlock unlimited business opportunities for companies. Let’s listen to the sharing of Mr. Ashutosh Gupta, Asia-Pacific and China’s senior director, online sales leader at LinkedIn, on how LinkedIn’s insights empower companies’ business strategy, product strategy, marketing strategy, and unleash powerful business momentum.

Digital transformation has long been the consensus of enterprises, and the business society driven by technology and data has arrived. We hope to transform data intelligence into the actual drive for business decision-making, and support brands’ full-link decision-making. We aim to help enterprises achieve innovative progress, industrial optimization and upgrading, and productivity growth.

In the age of where content consumption continues to grow, the quality of content production is also enhanced to satisfy consumer needs, while brands are becoming content producers themselves. This has lead to the diversification of culture. How shall brands stand out and generate more equity for users? Netease Media will offer in-depth analysis from the dimensions of brand, consumer and content of content consumption trends.

Today, content
marketing is a hot topic among the marketing industry. Shannon would like to
share the methodology of Content marketing in Danone Water China from leveraging
consumers’ tribe-based pain point or passion point to tailor-made content which
connect to the brand manifesto for maximizing the efficiency of content
marketing.

a. How ICT will shape the world in 2025 – a world in which all things are sensing, connected and intelligent
b. Digital is impacting every person, home and organization and enabling an intelligent society
c. Intelligent Connectivity enables industry transformation which will shape a US$23 trillion digital economy by 2025
d. AI is turning intelligent connectivity into a gateway for a new economic growth cycle
e. Imperatives and implications for Brand Marketing

#SMARTMobility with 3 experts focussing on
NEWMobility 
NEWCommunication
NEWCustomers
NEWTechnologies

In 2018, the consumption of Chinese residents
has seen typical upgrading, demotion, demotion and differentiation, and the
consumer portraits are layered, more distinct and more segmented.The
personalized, customized and scattered users are found to need more refined
operations, and the marketing strategies of each brand need to be more precise.
Under the trend of increasing saturation in the first and second-tier markets,
big brands also hope to expand a larger high-potential market.Pan for science and technology according to the
years in the advertising industry and the accumulation of experience, stylized
refinement user operation strategy, such as for video paying members, aimed at
young users, female, different kind of consumers, such as sinking users with
personality, custom, intensification of consumer contact strategy, in the
marketing of fine under the big trend, help brand to find really suitable for
each kind of breakdown channels and strategies of consumers.

With the emergence of the IOT, and the growth of AI Technology, the manner in which consumers and media interact have seen great change.

From the traditional official promotional media model to a fragmented mediascape, and to the hyper-connected media scene in this IOT era,

how has communication between brands and consumers changed with times?

Xiaomi, as the largest consumer IOT platform, has taken the lead to go beyond the boundaries of

media, to explore the question of how to realistically gain insight into consumer behaviour, their preferences and to offer personalized

services?

How to become a part of user’s lives,  from both the indivdual and family touchpoints?

And how to generate a close-loop business model that shortens the path to consumers through new retail?

Q Chen, General Manager of Xiaomi’s advertising sales department will explore with you at GDMS:
how Xiaomi’s smart ecosystem marketing empowers brand marketing, in the hyper-connected era. 

As China’s leading e-commerce platform for services, Meituan-Dianping uses technology to connect consumers and merchants, and offers services that address people’s daily needs for food,and extend further to broad lifestyle services. From online to offline, from in-store to at-home, Meituan-Dianping is equipped with rich life scenes and massive on-demand delivery network as well as various transportation services, which makes “WYSIWYG” possible and brings new tactics and improvement space for brand marketing. How to release potential of scenes and take the multiplication effect of technology plus scenes? The special session of Meituan-Dianping is coming soon!

Capturing consumer attention has become ever more elusive. Audiences are digesting content across more platforms, formats, and screens, and the digital ecosystem is only growing more complex every day. Creating effective cut through using a blend of art, culture, and digital ecosystem science is the main challenge for marketers today. In this keynote, Dominic Iacono, Regional Sector Leader at Kimberly-Clark Asia Pacific, will share some thoughts on how to capture consumer attention and create brand value in today’s landscape.

As Internet penetrates deeply into all industries, young people are leading a more “circle-based” lifestyle (meaning living in an exclusive circle based on interests). To meet their increasing demands for a mobile and circle-based life, a new trend of producing micro contents is surging. Bilibili, a cultural community gathering young people, has drawn behavioral insights from its young users. On that basis, Anchor Liu, Vice President of bilibili, will share with us how brands can fit in the hobby-based circles of young people by producing short but interesting and viral contents so as to chart a new pathway to business.

Hospitality industry has been considered the type of industry that engaged it’s guest in the most connected way. Vivian Yeh will be sharing with you what Accor Hotels is transforming the business and to engage it’s guest in the digital era.

Technology is changing marketing forever. But machines also enable us to make a million mistakes a second. How can and should technology be used to create better and more human customer experiences.

As the retail industry undergoes rapid and
tremendous changes, Mars, a traditional FMCG manufacturer, is also embracing
change and business optimization as the company adapts to meet the shifting
needs of Chinese consumers. 

For the next step,
Mars will focus on leveraging big data and intelligent marketing as consumers
increasingly seek out experiences over pure product consumption.

CUE smart retail solution connects all dots: our solution provides not only user in-store behavior analysis and user insights, but also all kinds of online engagements to drive the customers back to the store or direct online conversion.

In VUCA era, our business stays in a Volatility,
Uncertainty, Complexity and Ambiguity landscape.  The next market winner
is always a disruptive innovator, which relies upon metrics and analysis and
seeks absolutes. The essential of New Retail business is about precisely
matching among “People, Goods and Consumption Scenario”, under VUCA, we need to
establish new organization & marketing capabilities in following areas to
build up New Retail business:

– Understand consumer needs even if the request from consumer is full of
blur or uncertainty, trigger desire and predict needs. Drop the way from
purchasing market share through irrational model of money burning, turn to a
sustainable and profitable leads generation.

– Deliver a standard, visible and measurable consumer experience through
thousands of stores nationally

– Establish a digital oriented operation system from front end to back
end, with highly efficient and cost controllable supply chain system to well
fulfill market request timely.

Come here, let’s have an exploration on those interesting topics of New
Retail business on 7th Dec. 2018.

From Marie Dalgar’s color-selling machines, pop-up stores, and the first automated cosmetics shop in China, the beauty brand will reveal how it has combined fun, experimentation, and digital to form a new basis for new retail, and for the future of brick and mortar in the new retail era.

In this rapidly
changing market, New Retail is frequently cited as the future for retailers. So
what does New Retail represent? How can companies react to the changes in the
era of New Retail? Why is the “customer-experience” valued so much by more and
more companies? Bearing these questions in mind, Catherine Wang will share how
New Retail is being adapted to drive growth in the service industry based on
Wall Street English’s practices.

In the digital era, every brand is looking for a best seller, but as the cost of data traffic continues to rise and the attention span of consumers decreasing, how shall brands cultivate products that outperform? Cheng Jinlan, Brand Director of MINISO will shed some light with her own theory of modern branding, which will touch upon:

1. Joining hands with celebrities with limited budgets,

2. Quality products that lead to great word-of-mouth sales,

3. Success via leveraging IP content.

With digital technology becoming more mature, companies are able to gather data via more channels, to enhance customer experience and operational efficiency to drive business growth. In this session, the General of Ecommerce and CIO at Mark Fariwhale James Zuo will share with us the brand’s new retail approach and strategy in recent years, from the perspective of stepping up customer experience and operational efficiency.

With
the emerging of the New Retail Era, many industries must face new changes
and challenges. As a product category under FMCG, IMF possesses
distinct characteristics unlike other FMCG products. For every brand,
distributor and shop, how to survive and grow under these changes is a pressing
topic to explore. Brand manager of “Dumex” and “Arla” brands
Frank Lin will share with the audience at GDMS on how the IMF industry is
positioning themselves with marketing strategies for the furture.

Many have remarked that the age of New Retail is upon us, but what does New Retail and corresponding changes in the business environment mean for marketers?  What does this mean for “customer-experience” and for the hospitality industry? Matt Liao, who leads marketing for the Shangri-La Hotels Group, will share how the hotel group is adapting to changes in new retail and digital to drive business growth and seize opportunities in this changing environment.

Redefining products,
channels, designs and brands with IP-thinking is an issue that every marketer
is thinking about. In the field of education, brand IP can help build a more
emotional connection between users and the brand. Meanwhile, it helps to build
a strong brand image through IP when its Internet products are involved in
multiple segments. So it will enable users to have a trust in a series of
products consistently. Ms. Muyang LIU, the VP Marketing of Liulishuo, will
share her experience of how to use Intellectual Property to do brand marketing
and how to evaluate its communication effects.

In a highly
fragmented information era, content is everywhere with a high speed of
refreshment.  Consumers are highly occupied by mobile devices, the screens
are refreshed in a second……every brand is devoted to find out efficient ways to
reach the target consumers in various situation / scene.  The tone and
matter, the level of content, from specific products to brand, and even culture
level, will help brand to reach consumers in different level of engagement.

Inoherb, a brand dedicated
to ‘skincare inspired by Chinese Traditional Medicine (TCM)’, combining
Oriental wisdom with modern technology, and bearing a harmonious brand
philosophy from traditional Chinese cultural, is exploring a unique brand
content creation for different level of communication in order to enhance
content influential powder among target consumers.

If creativity is the first step to attract consumers, then the key point of an efficient content marketing campaign should be focusing on finding and discerning their authentic needs, further bringing positive attentions to the brand from consumers, resonating them with brand and boosting conversions. The market is changing rapidly, being in this information-overloading society, the portraits of consumers and their inner needs have become increasingly diverse and unpredictable. The post-90s and post-00s generation have become main consuming forces and injected fresh ideas and blood into the market at the same time.In the low-frequency consuming area, how to efficiently take up consumers’ mind and sway their emotion? How to tell the brand stories to resonate consumers with brand? In this keynote, Cindy Wang, Chief Marketing Officer of Uxin Group, will share with us: In low-frequency consuming area, how to effectively understand consumer insights and successfully bridge the brand with consumers by using content marketing strategies.

While we have entered
the digital era in terms of brand marketing, content is still king in many
ways, and this is especially true for retail and fashion brands.
An-Ching Chang, Executive
Creative Director of Gap Inc Greater China, who is in charge of Gap
and Old Navy brands’ overall marketing and creative strategy in China,
will share with us his
experience and insights into creative content marketing that is relevant to
Chinese consumers to enhance their overall experience,
and how to maxmize the
reach of content marketing campaigns and drive business growth with
the right digital channels.

In the mobile social setting, users’ need for sharing and emotional outlet has become magnified, and enterprises are also using this as an opportunity for innovative brand marketing to gain more customers. To this end, how shall enterprises hit consumers’ needs with innovative marketing tactics, so as to build an emotional bond with consumers that leave a lasting impression? Gjis at GSK will share with the audience at GDMS key case studies of building emotional rapport through consumer insights, to demonstrate latent commercial value from potential needs of consumers, and how to sustain positive interactions with users through digital marketing tactics, and ultimately building a greater emotional bond with them.

In the current state of advertising overload, user attention span has been fragmented over and over again, while we are witnessing a new phenomenon where people are switching to the world of audio via their eagplugs, in high traffic places like subway stations and airports. The age of audio economy has arrived and the realm of audio has become a new playground for brand marketing. Apart from video apps, over 90% of apps can be used with audio, allowing the audio setting to truly come into play. As the largest audio ssharing platform in China, VP of Ximalaya Tian Pan will share with us the key marketing tactics for audio sharing, with a new dimension for audio advertising.

As stated by Zhang Xiaoguang, “As the nation enters the development phase of further opening, there is a call for the creators and participants of new values. Apart from platforms like the Central China Television making its impact as a converyor of core values, enterprises should take responsibility too to participate in social discussion and the shaping of value systems, so as to match enterprise values with the nation’s values.”Since 2017, TCL has embarked on a series of marketing tactics, including being the sole named sponsor of the CCTV’s “National Brands” television program and the 2019 FIFA world cup, as well as TCL’s own segment in the “National Brands” program which has enhanced brand awareness and recognition in the industry. Along with the IPs of Neymar and Ma Tianyu, this approach has successfully merged the enterprise values of TCL with the nation’s values. At the GDMS, Zhang will share with us tips on how generate content marketing driven by value marketing case studies through innovative methods.

As the media landscape becomes increasingly fragmented, what kind of content strategy will best attract and keep the attention span of the elusive consumer has become a key challenge. Partner and Group Vice President of Focus Media Chen Peng will share with us his thoughts on how brands may incoporate quality content in different marketing contexts, and to touch consumers hearts with great content strategy.

As in a low frequency category, it’s even more crucial for our brand to win not only the Share of Voice, but more importantly, to win the Share of Heart with local consumers.