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Growing Digital Commerce in China

In partnership with the Global eCommerce Leaders Forum (GELF), this half-day executive program offers numerous sessions on how retailers and global brands can get their hands into the fastest growing market in the world - China. By sharing insights and lessons learned, the GELF and Shop.org communities will collectively chart a course forward in one of the most engaging and complex e-commerce markets in the world.

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AGENDA

   

Monday, September 25

8:00 - 9:00am
Registration & Breakfast
9:00-9:15am
E-commerce in China: Facts, Findings...and Myths

In this introductory discussion about China Digital Commerce Growth Strategies, GELF will provide an overview of research findings from their China E-commerce Study, along with the facts (and myths) about the state of China's e-commerce. GELF will also analyze brands and retailers at different stages of China e-commerce/mobile development through the use of their strategic framework, key data signals and strategic tipping points.

9:15 - 9:45am
Growing Sales on Tmall and Beyond

Alibaba's Tmall properties generate a disproportionately large amount of online sales from Chinese consumers. Our panel examines how, why (and why not) leading brands are selling via Tmall. We also study why leaders are revisiting operating models in China as they explore digital selling opportunities on Tmall and other Chinese e-commerce platforms, as well as their own direct-to-consumer sites/apps.

9:45 - 10:15am
Overcoming Internal Challenges to Scaling Digital Sales Operations in China

As leaders revisit their initial, at times "hands-off." Chinese e-commerce strategies, senior executives become more actively engaged. This panel shares how ramping up sales in China and to Chinese consumers shopping aboard impacts internal dynamics like organizational design, team building and restructuring. We'll also discuss how companies address friction between growing digital sales and controlling the promise of the brand.

10:15 - 10:30am
Break
10:30 - 11:00am
Partnering to Grow Sales in China

Few, if any, succeed by "going it along" in China. This panel reflects on when, how & with whom their organizations partnered as they launched operations. Then, as they invest to ramp up digital sales, we explore how their partner dynamics are changing. Panelists will discuss the evolving role of Tmall partners, other commerce platform partners and digital agencies that are playing key roles in their China strategies.

11:00 - 11:30am
Connecting with Chinese Shoppers

Since 2007, the number of online shoppers in China has soared from 46 million to 460 million. As shoppers in China seek out authentic online experiences at home and abroad, we explore how best to connect with domestic Chinese shoppers and those seeking cross-border opportunities. This panel also discusses how leaders are working with social influencers, mobile platforms, search partners and other marketing and merchandising experts to reach these Chinese consumers. The panel will conclude with a discussion on how payment and logistics partners are helping retailers and brands localize shopping experiences.

11:30 - 12:30pm
Lunch Roundtables for Networking and Sharing