The Chinese market presents a dynamic and complex consumer landscape. European SMEs introducing products and services to this market need to determine which segments they are targeting. Potential consumers of imported products, living for the most part in urban areas, have varied preferences depending on their age group, purchasing power, and international exposure.
Knowing the main groups of consumers can help SMEs design a sound marketing and communication strategy for their target audience. With the Consumer Webinar Series, the EU SME Centre and European Union Chamber of Commerce in China invite you to look into 4 major groups of urban consumers. For the first event of the series, we will focus on urban active retirees. Born between 1950 and 1964, they are a 120-million-strong group, with specific lifestyle and spending habits.
This free event will be held in English. It is open to all interested SMEs from EU Member States and countries participating in the Single Market Programme.
Agenda
Thursday 19 March (CST)
16:00–16:05
Opening remarks
16:05–16:50
Keynote Presentation: China’s Urban Active Retirees Pr. Dou Wenyu, Academic Dean for China, SKEMA Business School
This presentation will cover the following topics: – Main characteristics of the group: demographic, income, expenses – Main spending categories: health & wellness, fashion and beauty, leisure activities – Purchasing platforms of choice: online and offline – How to reach them on social media and other channels
16:50–17:30
Q&A session
Keynote speaker
Dou Wenyu
Academic Dean, SKEMA China
Professor Wenyu Dou is Academic Dean, SKEMA China, Chair Professor of Digital Marketing & Chinese Social Media; and Vice Dean, International Joint Audit Institute, SKEMA x Nanjing Audit Univ (NAU). He also serves as Wenlan Chair Professor with Zhongnan Univ. of Economics and Law. Before joining SKEMA China in July 2021, Prof. Dou was Associate Dean for Graduate Programs & EMBA Director, College of Business, City Univ. of Hong Kong (CityU).
An internationally renowned advertising scholar, Prof. Dou has published extensively in prestigious academic journals such as MIS Quarterly, Journal of International Business Studies, Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, among others. He served as Associate Editor for Journal of Interactive Advertising and sits in editorial board of Journal of Advertising. He is also Academic Director for New Media Marketing Committee, Chinese Marketing Association of Universities (CMAU). He is Conference Founder and successfully organized Annual New Media Marketing Conference with CMAU for three years. In 2021, Prof. Dou published the first scholarly book on Content Marketing with Beijing University Press.
