If machines can compete with people in thinking, what makes us humans unique? How do we maintain real human connections in an increasingly digital world? Technology plays a role in just about everything we do, particularly how we communicate. But with the plethora of messages and content available, how can brands continue to cut-through and connect with consumers?
Drawing on his breadth of experience managing global blockbuster brands including SK-II and Olay, Markus Strobel, President Global Skin & Personal Care at Procter & Gamble, will demonstrate how brands can continue to win consumers’ hearts by successfully bridging the gap between the digital and the human.

In the ecosystem of digital marketing, Volvo is building a new type of win-win relationship between consumers and the brand, from the perspective of an automotive industry and beyond.

Innovation is the key driver for sustainable growth and has special relevance in the China Market. ZX Ventures is an area within ABInBev which mission is drive new growth opportunities through unmet consumers’ needs and pain points to unlock incremental value in the Chinese beverage industry. Premiumization has been the key driver of the China beverage market growth and ZX Ventures believes that Craft & Specialties Beer Segment has a key role to play in the Beer Industry in the years to come.
But How to build the Craft Industry in China being relevant to consumers? How Craft Industry will be different in China than any other Market in the World? Nicolas Morelli, will outline the way that ZX Ventures through our own Operating System focus on capture consumer insights and translate this to meaningful Brands in orders to shape and build the Craft Category in China.

The consumers decision journey is becoming a long and winding road in digital age. And Alimama is leveraging data and AI to develop innovative consumer operation solutions, explore new scenarios for business growth, and digitalize the whole marketing path, so as to analyze and influence consumers' "micro-moment" behaviors, and to achieve the new growth by driving the consumers from brand awareness to sales conversion.

Business growth is of vital importance to corporations, especially in a time when the global economy endures uncertainty, and consumer demand changes fast. From corporations’ perspectives, as most of brands are already at the peaks of their life circles, they are confronted with sluggish growth, severe competition and shrinking profits. How do they survive under the circumstances, and even grow their business?
On Weibo, we found numerous corporations not only making good use of the platform to overcome the difficulties of their own, but also optimizing R&D and new product launch to realize explosive business growth. Their products were even wining red ocean competition.
Weibo will share the stories of these wining corporations, their tested “Social First” practice on the platform, to help more corporations to win the micro-moment.

With the unwinding of the demographic dividend, Internet traffic has plateaued, and we are now seeing the second phase in the era of digital marketing. The emerging generation of consumers is no longer satisfied with just the brands or their products. Their service expectation keeps rising, and they pay more attention to the purchase experience. They resonate with brands and use them to express their self-identity. Plus, they recognise and seek the power of shared values. Influenced by social networking, smart technology, strategic partnerships, etc., their consumption behaviour and purchase decisions have evolved significantly.
Given the changing consumer buying behaviour, how do we revitalise our marketing strategy, enabled by data and technology, to transform such a ‘traditional’ trade as the hospitality industry into an ‘experience-driven’ product?
Ms Lin Wang, Chief Marketing Officer of InterContinental Hotels Group in Greater China, will talk about hospitality in the digital era.

Brands are not a high-profile declaration, but the sharing of ordinary people's lives. Brands would no longer guide our lives, but integrate into our lives.
With the evolution of the marketing era, the voice of ordinary users in marketing is becoming more and more important. As a creative platform and a marketing platform that adhere to equal and universal benefits, we are committed to finding the value of business in everyone's real life. Also, we are aiming at establishing an equal dialogue between brands and users, allowing brands to have a more warm and deep connection with users.

Emotional resonance, or influencing your target audience by evoking emotion, could be challenging. Retail brand interacts with guests on a daily basis…and another important way to build brand trust through engaging and value-based content.
Tim Hortons is Canada’s favorite coffee brand whose underlying loyalty has been the backbone of the chain’s success. Every cups tell a story. Bin He, CMO from Tim Hortons China will share the story of how one humble, hockey-loving man brought a simple of dream to life for an entire country to share; the beginning of something great and even bigger dream yet to come in China.

Today’s connected consumers expect instant information and experiences that “wow” them. Whether it’s a quick search on their phones to get an immediate answer or viewing seating options before purchasing tickets, brands are challenged to deliver relevant, personalized experiences in these make-or-break micro-moments. To do this effectively, brands need to look beyond the customer to the human and shape experiences around people’s real lives. When deep, emotional connections to products and brands are created across the customer journey, loyalty and business growth can be achieved. Alicia’s keynote will address how CMOs can elevate the human experience and deliver the most engaging content and experiences to consumers in the moments that matter.

Beyond the Micro-Moment: Simplicity in a Complex World
Josianne Robb, Chief Digital Officer Asia－ Manulife
In the pursuit of technological advancement, hyper targetisation and micro moments, it is easy to forget about first principles.... This session will take the audience through a number of simple yet effective tips to maintain consumers at the centre of your marketing strategy.

Marketing efficiency and business growth are the two core targets and challenges for the CMOs and marketing managers in 2019. The comprehensive development of Digitalization has changed the whole marketing system. How to turn the dilemma into growth by data and marketing technology? AI maketing can provide you insights from a different point of view.
Based on marketing key points including corporate user digital assets management, digital optimization of consumer journey and media management, iPinYou will share the whole-chain AI marketing solution to empower brands with AI capabilities throughout each phaze of marketing from product concept test to reach and conversion.

Although the gulf has been changing, the demand for marketing growth has never changed. We use data and technology to find more scientific and efficient ways to stimulate brand marketing growth. Through the innovation of product technology and the refined operation of traffic, the data value is truly released and the marketing efficiency is improved.

5G’s coming induce a huge talk about future. As a fast-growing technology company, Xiaomi has always keeping exploring. With the abilty of mobile phone+ AIoT, Xiaomi continues to build a world where everything interconnected intelligently to upgrade the life scenes. Widespread of 5G bring a new smart life experience to users. In this process, Xiaomi marketing be the first to explore the "future" scenario marketing with AIoTT, helping brands integrate better with various scenarios, and activate the scenes with technology and innovation to bring users new brand experience and occupy their mind efficiently.

Overview: Prodigious amounts of energy are released in an instant that information steams. Brands will be able to make their voice heard by consumers whenever and wherever they are only when brands capture every flash of attention of an audience.

In the digital age, content is clearly still king and is an important part of the marketer’s arsenal. Stella Zhong, who leads shared services at Yum China, will shed light on identify the core customer’s interest and key tactics for content marketing that will engage audiences and help drive growth for brands.

Consumers across geographies and industries are getting more demanding, less patient, and less loyal to the Brands. Organizations need to constantly adapt to these changing behaviors and personalize all interactions with each individual to capture the micro-moments, win and remain in the Minds – if not in the Hearts – of their Consumers.

This requires mastering both the “Science” of identifying the needs of each Consumer and delivering the messages in the exact micro-moments, as well as the “Art” of crafting the right messages and designing an outstanding experience in the relevant channels. Organizations need to equip themselves with a clear set of skills and tools to excel at perfectly marrying this Art and Science. Sylvie Bardaune will unveil the key pillars to be set up for successfully achieving such a fine balance.

Film NeZha is the hottest national animation IP in this summer, meanwhile the national trend car brand NeZha Auto is popular on the market.
Mr. Kevin Deng, the Vice President of Nezha Auto Company of Hozon, will especially share the successful experience of this IP cooperation, how to deeply integrate the brand spirit and product features with the IP content and attract the attention of large amount of users in a short time, which make Nezhi Auto, a newly-created NEV brand, achieve a leapfrog rise.

Do or die? For Suntory the answer was clearly the former. Together with leading Smart Marketing agency Illuminera, Suntory embarked on an extensive journey to reinvent how marketing is done. Utilizing big data platforms, Suntory and Illuminera ventured into uncharted territories and explored new rules covering a wide portion of the marketing value chain: innovation, branding, portfolio synergy, media placement, and e-commerce. The results were impressive: data-driven smart marketing consistently brought dramatic improvements in effectiveness and efficiency. The future of marketing is no longer a concept for tomorrow.  Suntory and Illuminera are already trailblazing it today!

The founder of i2mago, York Ma, will then introduce the brand operation sandbox – a marketing model combing i2mago’s operation experiences with data strategy product development theory of Alimama.

The i2mago brand operation sandbox is widely used in our daily practice, it is the roadmap we use in business arraying, helps in assess client’s critical business issue, then solve the problem of customer operation.

The i2mago brand operation sandbox (i2mago brand drill) is now a copywrite, with the recognition among our industry and clients.

Brands have been using data to transform their media and marketing practices in the new digital economy.  It is becoming foundation running across paid, earned and owned media strategy. New opportunities are being developed to provide for a truly people-based, personalized and automated approach to driving new growth.

In this new digital economy, Intel has transformed itself a silicon-driven CPU to a data centric company powering both B2C & B2B enterprise solutions. David Sun, Director of Digital Marketing & Media, Intel China, will share their best practices and techniques on leveraging data to power their digital marketing and media capabilities.

As the world’s largest travel booking and review platform, Trip Advisor has 49 billion independently visiting users from 49 countries and territories, and across 28 languages. The travel industry contributes significantly to the global economy, and amounts to a total global transactional value of 55 billion USD. Travel platforms have become a great partner for brands to interact and conduct business. How to convert the users on travel platforms and maximize marketing power via cross-branding will be the main focus of this session. Let’s look forward to Trip Advisor’s sharing on crossover integrated marketing!

Before 2015, ecommerce in China experienced tremendous development and it was in the phase of organic growth from data traffic, with the ability to realize exponential profit increases without much marketing or complicated strategy. Now, with the cost of traffic on the rise and growth more difficult, a combination of data, technology and marketing capability is needed to gain new customers and to stay on top.

For the double eleven festival that just passed, the power of content marketing to sell continues to astound, while the issue of human generated content unable to match the demands of platforms has become noticeable, and the great growth potential of AI-generated content has become more obvious. Baozun will share on this topic in this MarTech session at GDMS.

1. Innovation happens with small steps and changes;

2. Operate with an entrepreneurial mind;

3. the model and methods to facilitate marketing innovation.

In the age of new media.marketing, settings for brand marketing are further fragmented, with space and time more compact. The difference between success and failure for brands often rely on moment's intelligence or decision. Under the current wave of KOL marketing, is the ability to sell goods the only benchmark for effectiveness? How shall brands stand out from competitors via KOL marketing? In today's session IMS will join hands with KOL and brand to discuss the challenges and exploration in effectiveness for new media marketing.

With the rise in consumption power of Chinese citizens and smart retail (or new retail), a new golden age for China’s economy has arrived. In this age, user management is especially important and those who are able to utilize user data to gain insight into user needs and thoughts will be on a winning streak. Fast consumer goods of snacks have an innate potential in user management, and as the leader of nuts snacks, let’s see how Qiaqia Food utilizes its user management strategy for the social ecosystem?

By drawing on the diversity of its teams, and the richness and the complementarity of its brand portfolio, L’Oréal has made the universalization of beauty its project for the years to come.

L’Oréal, offering beauty for all.

l  "L’Oréal ModiFace to Offer AI-Powered Skin Diagnosis Using Selfies!"

l  EXTREMELY proud of team L’Oréal + ModiFace’s accomplishments in scaling AR.

l  L’Oréal mission: Consumer Centricity.

l  L’Oréal How to do Digital Acceleration?

With the sustained growth in scale of social marketing in China, mobile internet has entered its second phase. Mobile technology has made space and time irrelevant, allowing people to share at any time, and social has changed communication from one-way to exponential, leading to explosive results.  How shall brands leverage social to make themselves stay young and to be able to gain popularity of young consumers. Leveraging the fan economy, and engagement tactics on Douyin, Yishion has provided the industry with some good cases in social marketing. In this session, Yishion will share on how brands can leverage social hot topics, debates and behavior to

Build a targeted community that facilitates stronger exposure, and a fun image.

The youth issue is a major focus for all brands，and is the secret weapon for CMOs, CGOs and entrepreneurs to achieve further growth, and to win the hearts of the younger generation is to win the future. According to the “2019 Generation Z Spending Power Whitepaper” issued by Tencent, the total spending power of this generation now amounts to 26 billion，so how does the 161 year old Wong Lo Kat brand stay young？How shall it convey its brand essence and message with the language of GenZ? And how shall it make use of the naturally youthful marketing in the digital age? Wong Lo Kat will share three practical cases in this session – revealing how it maintains an interesting dialogue with youths and achieves sustained growth as well.

Brands feel that it is more and more difficult and expensive to acquire traffic. In fact, the existing traffic pool is fixed, consumer would rather flow than stay. It makes New Balance migrate with consumer and attract their attention.

Meanwhile, New Balance found that the weakly digitalization is a drag on development of physical stores. It makes us try some easier and faster ways to construct owned-traffic pool.

That is why we build the project of virtual 2nd Floor.

As the pioneer for new energy vehicles, BYD has moved with the times to strategically plan a youthful reinvention of brand based on consumer insights of the young generation, with experimentation in collaborating with IP content. This is based on the observation of the communication style for the younger generation, combined with a deep cultivation of IP content, to reinvent consumers’ perception of the brand. This small step in social marketing represents a big step in brand youthful reinvention, and BYD will continue to innovate on this path.

Sports has become a part of life, and hence social sports will become one of the most important brand marketing channels with the coming of 2020 sports year and an upsurge of national fitness.

As the most followed sports platform, Keep delivers the spirit of self-discipline to users and provides accurate and effective communication methods for co-brands with a combination of sports and social, which may inject new energy into social marketing scenario.

On one hand, value from growth of mobile internet users have reached its ceiling, and the cost of traffic purchase is on the rise, while channels and media are become fused; on the other hand, the penetration for ecommerce in China is continually increasing, and contributing more to retail growth on the whole. Is the traditional way of brand promotion and large-scale media buying obsolete? How shall brands find new growth touch points via the inventory market? We shall discuss today a new marketing direction with reshaping of product, content, media and channels.

This paper mainly introduces Zhou Shengsheng, a leading brand in the domestic jewelry industry with a history of 85 years,

 how to reach the young consumers of the millennial generation through in novative IP marketing, and guide them to 

participate in interaction and form a sales closed-loop in offline physical stores.

The spontaneous speed of digitalization in human behavior has drastically change the landscape for not only B2C brands, but also B2B as well. Other than the already unique mobile/digital growth in China, global markets are also catching up with this digital transformation era, in which challenges the fundamental business structure for CMOs and business leaders.

How do we build Channels and Brands surrounding this massive force of consumer behavior change? How do we drive revenue from all the micro-touch points in the globally omni-channel era? What is the most cost-efficient way to drive cross-demographic digital marketing tactics? G-so Tseng, Director of Global Business & Market Strategy from Optoma Head Quarters, will outline these critical challenges and will show how to leverage digital strategies to deliver further growth.

The food and beverage industry and its consumer behavior has seen great changes in the last three years, with new retail being one of the main catalysts. Consumers have more choice and convenience to spend, while businesses must seize the opportunity as the change in consumer behavior occurs, and this is also a key task for marketers. As traditional brands face challenges in consumer touchpoints, let’s explore the future trends of marketing communications.

When Consumer Internet dividend is gone, Private Zone and Current Amount Market become the focus of marketing and operation. Facing the world's most digital consumers, customer experience , thousand content for thousand people…There are very important. DM Hub are used by marketers to connect all the customer data online and offline, provide customer insight, define communication strategies and run it in a personalized manner and fully automatically, analyze the communication performance and do fast iterations to achieve data-driven growth targets.

As the leading retailer for personal care and cosmetics, Watsons has been seeing innovation and breakthrough on the road of digital transformation, and to offer brands one-stop solutions, and realizing a change from retailer to the growth accelerator for brands.

Ecommerce big data brings eagle eyes and wings to empower products innovation. Via online big data, industry trends and changes in consumer needs may be seen more clearly, new opportunities may be identified more precisely through people profiling, and precision marketing based on big data facilitates more accurate targeting of users. Let’s prove these with relevant cases.

The home furnishing industry is one of low buying frequency and of high importance in purchasing decision. How to improve its overall efficiency has become a core direction to explore for the industry. Red Star Macalline has been entrenched in the industry for years, and has created the industry’s first “super traffic platform” that empowers retailers, brands and distributors, realizing the multi-dimension connection between different roles and settings, and finally enhancing overall efficiency.

With the post 90s and 00s becoming major force in today’s China consumer marketing. International and local brands are facing great challenge to find new ways of communication to engage the next generation consumers. In this change, only the brands who can truly understand youth culture and have authentic voice can win. Levis, although as a brand with 166 years history, has always been at the center of culture. Jack Wu, head of marketing at Levi’s Greater China, will share his insight of how the 166-years-old brand will win the hearts of post 90s and 00s cool kids.

In the New Consumer-Centric Era, how to build meaningful connection with young consumers is a critical challenge for all brands. 

How could we capture the fragmented consumer attention within 5-7 seconds? Content Marketing is no longer one-way messaging, but instead an immersive consumer experience of all Five Senses.

By developing a brand eco-system, M&M’S® is redefining consumption occasions and brand narratives. Equipped with multi-occasional building, cross-over cooperation and new experiential retail, M&M’S® is creating brand magnet of FUN immersive experience. We are inviting brand partners together to join M&M’s FUN times!

Brand is a feeling, but what kind of feeling is the brand? In the modern civil aviation transportation industry, the feeling of customers purchasing products is not simply the payment, delivery and after-sales, but the feeling of branding constantly built during the experience of a long-chain contact point.86% of customers are willing to pay 25% more for a better customer experience. To enhance the customer experience is to demonstrate unique brand value from the overall linkage of each of our product designs and passenger touch points. To meet the needs of customers.

The digital marketing of B2B industry is booming.What are the differences between B2B and B2C digital communication strategies?Jade Zhu will share how the as the market leader of the adhesive market Henkel makes full use of digital media, various forms of content, marketing automation system to win customers, convey differentiated information to target audience groups, so as to generate substantive business needs and transform them into business cooperation, and maintain its leading position in the market.

As one of the iconic men’s fashion brands, Tommy Hilfiger was one of the originators of blending marketing with local and international celebrities. The brand has also gained popularity with a younger generation of consumers in China that identifies with its style, and its branding campaigns that comprises celebrity endorsements, social, video and digital content to engage its audience. Kelly Liu, Brand Director of Tommy Hilfiger, will share with us at GDMS her insights into using digital content to dazzle consumers and build its following.

The rise of IP in recent years is a double-edged sword to brands. Brands need IP to bring traffic. Brands also need to pay real money for them which in many cases with little benefits to build brand assets. In the age of consumer experience, are there any other choice s to build best sellers other than IP? Has digital world changed the fundamentals of marketing? How do we drive greater consumer engagement in the age of experience? Katy Chen will share journey of Huggies exploring ways to build best sellers, to better connect with young females and to rejuvenate brand image along the way.

Nowadays, Consumption upgrade has become the mainstream hotspot, in order to win young consumers of the new generation, brands have to use all means of solutions. How to effectively utilize great capacity of social media and e-commerce data in China? Applying AI technology including semantic analysis and image identification to extract consumer insight of high value and market trends, which becomes one of the core competitiveness of the agile innovative enterprises in the next generation.