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This 2-hour session will cover changing needs and insights of consumers in China's New Retail age that include higher demand for a better shopping experience, seamless switching between different shopping channels, a need for more personalized products/services, etc. More importantly, an actionable model will be shared (with case studies) to demonstrate how marketers should identify the key "switches" (from passer-by to customer, to fans spreading the message, to greater share of wallet, etc.) and focus on the most cost effective online and offline activities. This is expected to be a highly interactive session and participants' exchange of ideas is more than welcome.

Session Outline

1) What is New Retail

  • The authentic Alibaba version
  • Voices from "the other side"


2) Deeper look into consumers' changing needs


  • On-going consumption upgrade
  • Trend of individualized consumption and "mass tailor-made"
  • The need for different order-placing scenarios
  • Higher demand for the shopping experience
  • Different needs in online/offline shopping occasion
  • What do they mean for the supplier/brand?
  • What do they mean for retailers?

3) Capturing the consumers in the New Retail age: Key efforts in the Loop

  • Attendees to share their views/experiences in each section
  •  Switching passersby to customers
  •  Case & Discussion – Flying store of Emart
  •  Switching customers to fans
  •  Case & Discussion – Loreal Flash Store
  •  Switching fans to members
  •  Case & Discussion – Watsons maximizing celebrity power
  •  Switching members to orders
  •  The RFM model and application in action


4) Summary/Q&A 

Who should attend?

Mid-level management with 5-15 years of work experience in FMCG company. Sales, Marketing, Trade Marketing, E Commerce functions, or retailer side Buying/Merchandising, Marketing teams.

Agenda

11:30 Registration and Light Lunch
12:00 Session
13:30 Q&A & Networking
14:00 Session Ends

A light lunch will be served for the attendees.

Speakers

  • KT WU (Trainer/Facilitator)

    KT WU

    Trainer/Facilitator

    KT WU
    Nestle/Walmart China Management Experiences; Dale Carnegie Program Certified Trainer (2004); MBA, Wharton Business School (1995)

    Trusted Retail Related Expertise With 20 plus years of FMCG/retail experiences, KT is currently Managing Partner of ELA Bridge Associates. ELA provides Retail/Key Account Management, Channel Management related training/consulting services to companies including Kimberly Clark, Unilever, General Mills, Tyson Food, PepsiCo, Kellogg’s , Colgate as well as local brands like Yi Li Diary, Master Kong (Kangshifu), Wilmar (Jin Long Yu), iF Juice, etc. in the China market.

    Hands-On Industry Background At Nestle China, KT worked on marketing/brand management area. He first covered retail channel (all dairy categories) and then food service channels (all Nestle products), developing new products and marketing programs that drove significant growth for the China market. At Wal-Mart China, KT had Merchandising responsibilities including buying, pricing, promotion, display, and later on supplier management role, driving business growth via joint business planning (JBP), category management, Top to Top Meetings etc. KT and his team spear-headed JBP practice between Wal-Mart China and key suppliers, and JBP is now a widely practiced process enhancing retailer/supplier joint business growth in China. The combination of both supplier and retailer perspectives is highly appreciated by the corporate clients KT now work with.

    Strength as Trainer/Facilitator
    • Solid academic background with an MBA from the Wharton Business School of University of Pennsylvania (1995, Philadelphia).
    • Certified trainer of Dales Carnegie Training Course (2004, Hong Kong).
    • Highly interactive, thought-provoking workshop delivery style.

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Tickets

Prepayment is required when purchasing these tickets.
Member Ticket
Member Price RMB 360
Member Company Employee Ticket
Standard Price RMB 500
Non-Member Ticket
Standard Price RMB 600

Registration

  • Member Training Credit is not applicable in this session.
  • All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
  • Limited spaces are available and attendance will be given on a first-come, first-served basis.
  • Members please bring your membership card and non-members bring your business card upon check-in at the training session.
Walk-in and Cancellation Policy
  • This session requires confirmation of attendance in advance. If you attend this session without prior registration, you will be charged an RMB50 "walk-in" fee as member and RMB100 as employee.
  • Cancellation: If you need to cancel your registration for a Lunch & Learn session, please notify Ivette Corominas at (86 21) 6279 7119 ext. 5671 or email ivette.corominas@amcham-shanghai.org no less than 24 hours in advance.
  • To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.