China Digital Marketing Masterclass: Get Ready for 2021
Plan your 2021 marketing strategy for China by understanding the trends of modern Chinese consumers and act on China’s social media marketing insights.
About Course
MODULE 1. THE CHINA MARKET, MODERN CONSUMERS AND DIGITAL TRENDS IN 2021
In this module we’ll talk about emerging consumer groups in different generations in lower-tier cities and how Covid-19 has affected their shopping behavior and lifestyle. In contrast to first and second tier cities, consumers in lower-tier cities are more connected with each other and as a result rely more on peer reviews. As expected, 2021 will be a year of private communities and community retail. Brands can’t miss this chance to seed new products and get the most from word-of mouth marketing.
- An overview of China’s digital lifestyle in the recovery stage
- The modern Chinese consumer in 2020
- China’s top 5 digital trends for 2021
AN INTERVIEW WITH A SPECIAL GUEST – TECH GIANT
We’ll invite special guests from one of China’s tech giants to speak about changes and trends on e-commerce platforms. You’ll get a chance to ask your own questions.
MODULE 2. MARKETING AND SOCIAL MEDIA FOR 2021
During this module you’ll learn about the latest functions and regulations on most popular Chinese platforms and how to adjust your marketing activities to get the most from organic traffic and paid promotions. We’ll also talk about SMM platforms for new, emerging consumer groups to help you discover further potential for your brand in China in 2021.
- The latest and greatest marketing updates for WeChat, Weibo, Weitao, RED and Douyin
- New SMM platforms in China you can’t ignore in 2021
- An overview of the best marketing practices with case studies
INTERVIEW WITH A SPECIAL GUEST – CHINESE KOL
We’ll invite special guests, representing the KOL/KOC community to share their tips for brands on how to build communication with bloggers and launch successful marketing campaigns. You’ll get a chance to ask your own questions.
MODULE 3. PLANNING YOUR STRATEGY FOR 2021
2021 will be a year of opportunities. As expected, many consumers are already used to many aspects of the new normal and new ways to communicate with brands. We’ll talk about a marketing calendar for 2021 and the best industry practices. Although general consumption is expected to get back to pre-Covid-19 levels, consumers will pay more attention to brand value and sustainability.
- Industries strategies for 2021 (primary focus on cosmetics, FMCG, luxury, mother and baby, travel and retail)
- Brand digital spending for 2021
- SMM editorial calendar for 2021
- Summary: A practical step by step checklist
What will I learn?
- The most prominent consumer groups in 2021 and how to market and sell to them
- Strategies to market on dominant platforms such as WeChat, Weibo, Douyin
- The new social media platforms that can’t be ignored in 2021
What are people saying?
"Great Masterclass! To the point and practical which makes it easy to transfer and implement to one's own strategy."
Anja Freudenberg
"Will be using what I learned to quickly revise my company's digital marketing strategy for the next 6 months."
Adrian Campillo
"Just another source of valuable information. Brilliant."
Bianca Un
"Great insights, case studies and very practical examples. Very enjoyable and productive."
Bernard Cheng
Your Instructor
Ashley is a globally known China marketing expert, LinkedIn Top Voice in marketing and Asia-Pacific Top 25 Innovator. She’s the founder of several China-focused businesses, including social media agency Alarice and marketing training company ChoZan.
She was a member of Alibaba’s Global Influencer Entourage from 2017 to 2019, a member of JD’s Global China Experts Group in 2018, and worked directly with a Tencent co-founder to conquer Western social media from 2017 to 2019.
Ashley has written 3 books on China and amassed 50,000 followers on LinkedIn based on her thought leadership regarding Chinese consumers, social media and New Retail.
In the past 3 years, Ashley has taught over 4,500 marketers and business leaders across 16 countries how to craft an effective China strategy, how to understand modern Chinese consumers and how to reach them on local social media platforms like WeChat, Weibo, Douyin, Zhihu, Toutiao, Kuaishou and others.
Ashley has helped marketers all over the world boost their China digital marketing skills and harness the power of social media. Join Ashley’s signature China Digital Marketing Masterclass to become a world level China marketing expert yourself.