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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 ecommerce markets in the world.

 

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AGENDA

   

Monday, September 25

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

In this introductory presentation about China Ecommerce growth strategies, GELF will provide an overview of research findings from their summer 2017 China Ecommerce Study and highlights from the Sept 7th GELF NYC ’17 Forum, along with key facts (and myths) about the state of digital commerce in China.

Speakers:
Jim Okamura, Co-Founder, Global E-Commerce Leaders Forum
Kent Allen, Co-Founder, Global E-Commerce Leaders Forum
Scott Silverman, Co-Founder, Global E-Commerce Leaders Forum

9:15 - 9:45am
Growing Sales on Chinese Marketplaces and via Cross-Border Models

As digital commerce brands revisit their initial - at times "hands-off" - Chinese ecommerce strategies, their senior executives are becoming more actively engaged. Our panel opens by examining how, why (and why not) leading brands are selling via Chinese marketplaces like Tmall and other large platforms like JD.

We also discuss how leaders are re-investing in cross-border ecommerce and international shipping from their US ecommerce operations while revisiting other first gen operating models in China.

Lastly, we explore how strategies are evolving as they begin exploring opportunities on other Chinese ecommerce platforms as well as investing more in their own localized direct-to-consumer sites/apps.

Moderator:
Kent Allen, Co-Founder, Global E-Commerce Leaders Forum

Speakers:
Jon Azrielant, Director of Marketing, Jewelry.com
Kai Li, VP, International, REVOLVE

9:45 - 10:15am
Scaling Digital Commerce Success Across Platforms – Inside and Outside China

Cross-border e-commerce is heating up at a rapid pace, and there’s a lot of competition from platforms trying to bring new brands into China. Some platforms and multi-brand sites targeting sophisticated, fast fashion and discount shoppers are all playing growing roles in China’s digital commerce mix.

The major players like JD.com, Tmall, and VIP.com are all focused on gaining both mind share and market share through Digital Marketing. Our panel discusses how retailers and brands selling direct can develop a plan for scaling their digital commerce sales across multiple platforms in China through platforms and by incorporating social media like Wechat - while also growing their cross-border sales outbound from US operations.

Moderator:
Jim Okamura, Co-Founder, Global E-Commerce Leaders Forum

Speakers:
Vicky Zhuang, Director of Business Development, Americas, JD.com
Alan Lin, Pet Business Leader—APAC, Spectrum Brands
Jeff Williamson Statewide Director, Centers for International Trade Development
Eric Li, Senior Business Development Manager, North America, JD.com

10:15 - 10:30am
Break
10:30 - 11:00am
Innovating for Growth: Lessons Learned from Consumers in China

Consumers in China are providing many Western leaders with a glimpse of the future today. But translating learnings from the Chinese consumer into innovative growth takes seasoned, in-country partners, especially as competition intensifies.

Few, if any brands, have succeeded by "going it alone" in China. Our experts reflect on when, how & with whom their organizations partner in China. Learn how to approach market planning and marketing sizing ahead of launching in China. Our panel will also discuss how partner-centric growth impacts internal dynamics like organizational design and team building.

The panel also explores how partner dynamics can change as their organizations ramp up and scale digital sales. Panelists will discuss the evolving role of Tmall Partners ("TP"s) as well as other commerce platform partners and digital agencies playing key roles in their China Ecommerce strategies.

Speakers:
Angela Kapp, President, Kappcorp
Jon Azrielant, Director of Marketing, Jewelry.com
Patrick Deloy, Managing Director, Isobar
Kim Walls, Global GM, Lime Crime

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.

Building trust with Chinese consumers is key. Our speakers discuss how leaders are working with social media partners, influencers, mobile platforms, search partners and other marketing and merchandising experts to reach these Chinese consumers.

We also touch on how payment and logistics partners can help retailers and brands localize shopping experiences for Chinese consumers shopping at home and cross-border.

Moderator:
Kent Allen, Co-Founder, Global E-Commerce Leaders Forum

Speakers:
Kai Li, VP, International, REVOLVE
Kim Walls, Global GM, Lime Crime

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