Emerging Consumer Trends from 2020; Singles Day and Cross-Border Supply Chain in China 2021

  • Date
    04 December 2020 - 04 December 2020
  • Beijing Time
    5:00 PM - 6:30 PM
  • Venue
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On Friday 4th December 2020, the EU SME Centre and the China-Britain Business Council will be organising a workhop on emerging consumer trends in China, focusing on the Single’s Day as well as cross-border supply Chain in China for 2021.

Singles’ Day, or directly translated as “double 11” or “11.11”, on the 11th of November in China has grown rapidly over recent years; it is no longer confined to one day of promotions and sales, but also expanded to the preceding and following weeks. This year, the 11.11 E-commerce shopping festival kicked off especially early on 21st October, and it has set new astonishing sales records in China.

With 800 million Chinese consumers took part in the “revenge spending” post-Covid-19 propelling sales, this workshop – which will be held online – aims to:

  • Review the “11.11” sales performance, focusing in particular on how brands deployed their marketing strategy to engage with targeted consumer and boost sales.
  • Share useful and practical marketing and branding ways for European brands to deploy effective e-commerce campaign strategy during China’s holidays seasons, particularly the upcoming “double 12” (12th December), Christmas & New Year as well as Chinse Lunar New Year.
  • Illustrate examples of how live-streaming is becoming an increasingly important channel from which brands can drive consumer awareness as well as driving online sales.

Finally, under global Covid-19 context, the workshop will also discuss current cross-border supply chain and logistics status and challenges.

The webinar will take place online on Friday, 4th December 2020 from 17:00-18:30 Beijing time (10:00-11:30 CETtime) through Zoom.


17:00-17:10 Opening Remarks

17:10-17:40 Singles’ Day 2020: Top trends all marketers need to know about – James Hebbert, Managing Director Hylink UK; Ying Tiun, Business & Digital Director Hylink UK

17:40-18:10 The holiday campaign in China and supply chain, Elena Gatti, Managing Director of Europe, Azoya

18:10-18:30 Q&A


James Hebbert – Managing Director Hylink UK

With fourteen years of international marketing experience, James has lived and worked in Shanghai, New York, Tokyo, and London. James’ career began at a WPP’s global network; he was selected from 1,500 candidates to be given a place on the Ogilvy Marketing Fellowship. Within six years, he was promoted from Graduate Trainee, in London, to Chief of Staff for the Global CEO Ogilvy & Mather based in New York, working across a variety of blue-chip international brands such as British Airways, SAP and Unilever. Then to China where he spent five years launching and marketing UK luxury brands. Now as MD for Hylink UK, James combines his marketing skills with his knowledge of Chinese culture to embrace Hylink’s ambition to make more Western brands a success story in the world’s fastest-growing consumer market, China.

Ying Tiun – Business & Digital Director Hylink UK

With more than fourteen years of experience working across markets in US, UK and APAC, Ying has in-depth knowledge of digital strategies, marketing communications, creative conceptualisations and executions. Having started her career in design within publishing in Singapore, Ying moved to Shanghai in 2009 and went on to oversee the Shanghai office before becoming head of digital (China) for WE Communications in 2015. Ying’s background provides her with an innate understanding of cultural differences and how to effectively deliver on both regional and global accounts. Industry expertise includes consumer technology, luxury, retail and hospitality clients. Ying was also shortlisted for PR Professional of the Year – Agency, by PRWeek Awards (Asia) in 2016.

Elena Gatti – Managing Director of Europe, Azoya

Elena Gatti has been Managing Director of the Azoya Group’s sales activities in Europe since November 2016.

After completing her Bachelor’s degree in Telecommunication Engineering at the University of Parma, Italy, Elena Gatti completed a Master’s degree in Computer Science & Communication Engineering at the University of Duisburg. She began her professional career as a project manager at the Department of Multimedia & Software Engineering at her Alma Mater. She then worked for five years at Accenture in the Finance & Performance Management division as a consultant before joining Macromedia GmbH as a consultant. Since November 2016, she has headed the sales activities of the Azoya Group in Europe. Elena Gatti is married and has three children.

<p style=”line-height: 18px; padding-top: 15px; padding-bottom: 0px;”><strong>You can find the recorded video on Youtube:</strong></p >

<p><iframe allowfullscreen=”” frameborder=”0″ height=”450″ src=”http://www.youtube.com/embed/dY6dHKnJ4A0″ width=”600″></iframe></p >

You can find the recorded video on Youtube:

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