The China Digital Marketing Masterclass: Post Covid-19 Edition

Covid-19 has changed the way Chinese consumers make decisions and what they purchase. Online channels are seeing another boom in livestreaming and brands are capturing new opportunities and starting to rebuild their momentum. 

Be the first to get a grip on China’s New Normal and get the latest and most actionable insights to help your China strategy in 2020 and beyond.   


WHAT WILL YOU GET?

 ONLY THE LATEST AND MOST ACTIONABLE INSIGHTS
REAL-TIME INTERACTIVE DELIVERY AND GROUP WORK
SPECIAL GUESTS FROM CHINA’S TECH GIANTS
CERTIFICATE UPON COMPLETION
VIDEO RECORDING OF THE VIRTUAL MASTERCLASS AND ALL MATERIALS SHARED AFTER THE EVENT

WHO WILL GUIDE YOU?

Hi! I’m Ashley. You must be asking, “How is she qualified to teach this masterclass? I’ve been living in Greater China since I was 17 years old. I’ve been running my China digital marketing agency Alarice since 2011. I’ve written 3 books on China and amassed 50,000 followers on LinkedIn based on my thought leadership regarding Chinese consumers, social media and New Retail. For the past 3 years I’ve been teaching my signature China Digital Marketing Masterclasses all around the world. You’re in good hands. 🙂


MORE ABOUT ASHLEY

Ashley Galina Dudarenok is a LinkedIn Top Voice in Marketing and an Asia-Pacific Top 25 Innovator. She’s been a member of Alibaba’s Global Influencer Entourage, JD’s Global China Experts Group, and has also worked directly with a Tencent co-founder to conquer Western social media from 2017 to 2019.

She’s the founder of China-focused social media agency Alarice and China insights and training company ChoZan. She runs the world’s largest YouTube vlog about China’s market, consumers and social media called Ashley Talks and is an author of three international Amazon bestsellers on China: Unlocking the World’s Largest E-Market, Digital China: Working with Bloggers, Influencers and KOLs and New Retail: Born in China Going Global.

Since 2016, she has spoken at over 200 events across Asia, Europe, Australia and the Middle East. She has spoken to Coca Cola, Disneyland, BMW, Shangri-La Hotels and Resorts, Deutsche Bundesbank, Richemont, Li & Fung, Hang Lung Properties, Manulife, RISE, InvestHK, TEDx and others.


WHAT WILL YOU LEARN?

This post Covid-19 masterclass has a completely new program, and the outcome is to help you plan your strategy for the new China. The masterclass is not a lecture, it’s an interactive and highly engaged knowledge and skills transfer process that includes sharing insights, group activities and insider interviews. We’ll do that in 2 days, taking 3 hours each day.

DAY 1: JULY 2, THURSDAY, 7-10 PM HONG KONG TIME (GMT+8)
(1) Module: China’s new normal, modern consumers and digital trends
(2) Module: E-commerce in post Covid-19 China

DAY 2: JULY 3, FRIDAY, 7-10 PM HONG KONG TIME (GMT+8)
(3) Module: Marketing and strategy in the post Covid-19 era
(4) Module: What’s next in China’s digital space in 2020-21?

WHO IS IT FOR?

If you want to gain a deep understanding of the post Covid-19 China market, its modern consumers and Chinese social media marketing and selling, this masterclass is for you. It will be particularly valuable for: 

  • brand marketing managers and executives
  • brand e-commerce teams 
  • corporate commercial and strategic departments
  • business and brand owners expanding into China

WHAT WILL WE COVER?

This masterclass is divided into 4 modules with two modules covered each day. The masterclass is taking place on July 2 and 3 from 7-10 pm China time on both days. Below is the detailed module by module breakdown.


MODULE 1. CHINA’S POST COVID-19 NEW NORMAL: THE CHINA MARKET, MODERN CONSUMERS AND DIGITAL TRENDS IN 2020 

  • Introducing China’s post Covid-19 New Normal 
  • An overview of China’s new digital lifestyle 
  • Understanding the China market and modern Chinese consumers 
  • Most desired product categories
  • China’s Top 5 digital trends in 2020 
  • Group activity 

During this module you will get in-depth analysis of current consumer profiles and how Covid-19 affects high and low-income populations in different city tiers. As health and safety become a top priority, you’ll learn which categories of products have become the most desired and how brands can communicate unique selling points to consumers. According to the most recent data online channels account for 50% of all FMCG and apparel sales in 2020, while in 2019 it was only 34%. 


MODULE 2. E-COMMERCE IN POST COVID-19 CHINA 

  • New Retail, new e-commerce, new traffic
  • The cross border e-commerce landscape (Tmall, JD, PDD)
  • Platforms to be on during the new normal, things to pay attention to on Tmall and JD 
  • Weitao and its rise
  • Winning traffic with livestreaming 
  • Video Q&A with a special guest

During this module Ashley will share what brands can learn from Chinese companies and how they adjusted after Covid-19. A presence on e-commerce platforms is a must for any company that wants to thrive in China. Ministry of Commerce data shows that from mid-February to mid-March, sales at key retailers rose 7% and that sales on some e-commerce platforms rose by more than 30%. You’ll get a deep understanding of the advantages and disadvantages of different e-commerce platforms and a clear understanding of where you need to be. Ashley’s special guests will share their most recent data about the market and its development. Another big trend is livestreaming and virtual shopping tours, as it gives people the feeling of more personalized service. This was thriving in Q1 2020. China’s live e-commerce market is expected to reach 23.6 billion RMB in 2020. 


MODULE 3. MARKETING AND STRATEGY IN THE POST COVID-19 ERA 

  • An overview of China’s marketing landscape and what you need to pay attention to when planning your strategy 
  • How to reassess strategies and stay on top of new developments. 
  • What’s changed in interests, hot search and new functionalities on WeChat, Weibo, RED and Douyin
  • A practical step by step checklist and key guidance on how to create your editorial calendar
  • Case studies and takeaways

You’ll get practical guidance on how to revise strategies for China and how to adjust to the significant changes in attitudes and buying behaviors of Chinese consumers. After this module you and your team will be able to audit your existing brands and improve your performance on China’s major communication channels. You’ll have a better idea of how to plan for the future, how to catch consumers and how to build the most effective funnel for your product or service. According to ChoZan’s latest report, over 60% of Chinese consumers are expecting a recovery in the market in the next 3 months and 19% said they will spend more after the pandemic. Their preferences for purchasing products on e-commerce platforms has increased and the favourite categories are electronics, cosmetics, skincare products, sports equipment and household cleaning items.


MODULE 4. WHAT’S NEXT IN CHINA’S DIGITAL SPACE IN 2020-21?

  • What are the business opportunities after the outbreak?
  • Plan on adjusting your brand’s digital spend for 2020
  • The rise of Chinese brands and how to stay competitive
  • A second boom for RED and Douyin post coronavirus in China
  • How did New Retail expand during the coronavirus outbreak?
  • Lessons from hard-hit categories
  • Group activity 

According to different surveys, 70% of Chinese consumers tried new apps during the outbreak and lockdown. Online education, entertainment and social media remain the top three app categories. During this module Ashley will share lessons from the most hard hit categories in China and how they eventually were able to show positive results after Covid -19.   

At the end of the program you’ll be a China marketing expert armed with the best marketing practices and you’ll know how to plan your strategy for the new China.


FAQs:

Q1: When is the masterclass exactly?

It’s on 2-3 July (3 hours on both days). We begin at 7 pm and finish around 10 pm China/ Hong Kong time (GMT+8) on both days. For your convenience we’ve set the masterclass at a time when participants from Asia, Europe and even the US can join. For example, the event runs from 1-4 pm Berlin time and from 7-10 am New York time.


Q2: How much does it cost?

The investment for the livestream masterclass, all handouts, slides and materials is US$ 788. You can use code [ASHLEY10] for an extra 10% discount to get the masterclass for just US$ 709.


Q3: What language will you speak?

The masterclass is delivered in English.


Q4: Who are the “special guests” you say will join?

They are representatives of Chinese tech giants, so you will get to hear not only from Ashley and her team, but also from the platforms themselves.


Q5: Do I need to record it?

No. We will share the video recording of the masterclass with you after the session.


Q6: Will you give me all presentations from the day?

Yes. We will share the all materials and presentations of the masterclass with you after the session.


Q7: What if I can’t join all the modules?

If you can’t join all 4 live-stream modules don’t worry. We’ll share the video recording with you and will also answer your questions after the masterclass. To reserve your spot click here


Q8: Will I get a certificate?

Yes. We will send you a certificate of completion after the event.


FOR ONLY US$ 788 YOU WILL GET

 ONLY THE LATEST AND MOST ACTIONABLE INSIGHTS ON CHINA
REAL-TIME INTERACTIVE DELIVERY AND GROUP WORK
SPECIAL GUESTS FROM CHINA’S TECH GIANTS
CERTIFICATE UPON COMPLETION
VIDEO RECORDING OF THE VIRTUAL MASTERCLASS AND ALL MATERIALS SHARED AFTER THE EVENT

CORPORATE OFFERS? YES!

Yes, we do offer special deals for corporate clients and groups of three. For instance, our special 2+1 bundle goes for US$ 525 per person. And, yes, you can still use this special code [ASHLEY10] for an extra 10% discount to get the masterclass for just US$ 472 per person in a bundle of 3.


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