Strategic China Marketing and Commerce Special (English)


SIDE Hotel
Drehbahn 49
20354 Hamburg


Early bird tickets
from €799.00
per person


Who this workshop is aimed at:
  • Marketers ready to finally understand what the Chinese mega app WeChat is all about
  • Brand owners wanting to sell via WeChat from outside China
  • Companies thinking about developing their own eShop for China
  • Professionals curious about the Alibaba ecosystem, and how Tabao, TMall Global and work
  • Anyone interested in China's hottest new social commerce platforms Little Red Book (RED), Kaola and Pinduoduo
  • Brand retailers experiencing an increase in Chinese customers to their European stores, so that including them in the brand marketing funnel is a must
  • Online Marketers interested in discussing individual questions and problems directly with our experts
  • Business Developers and Networkers focussed on acquiring valuable contacts to our speakers and other seminar participants


What you will learn and take away:
  • A current and comprehensive overview on China’s unique digital landscape, digital marketing and commerce ecosystem
  • Invaluable insights from top international experts on how to market and sell your brands, products and services to Chinese customers inside and outside of China
Your ticket includes the following:
  • Full-day seminar with the best minds
    in the industry
  • All seminar materials as PDFs
  • An individual participation certificate
  • OMR notebook and pen
  • Food and drinks throughout the day,
    plus networking drinks in the evening


Why you need to be here:
  • We have top international Alibaba and WeChat experts from Beijing and Shanghai on board, with extensive experience in helping Western brands achieve significant sales success in China.
  • Thomas Graziani and Lac Tran run two of the largest digital marketing and commerce agencies in China. They were speakers at last year's OMR Festival and were very well received by the audience. We are thrilled to bring them back for this special seminar.
  • Damian Maib and Wenjing Liu introduce China's alternative social media channels and social commerce platforms and how to build your brand in this complex market.
  • Together with Anne Tritschler, our expert on inbound tourism from China, and Corinna Bremer, OMR's China expert, this is probably the best selection of speakers on digital marketing and commerce in China that has ever appeared on the same stage in Europe.
  • More than 800 satisfied past Deep Dive participants say that that they would recommend our seminars to their friends and colleagues. But don't take their word for it: experience the quality of OMR Deep Dives yourself and learn from the pros. We look forward to seeing you in Hamburg in March!


9:30AM - 10:00AM
Welcome and Introduction
10:00AM - 10:45AM
Consumer Tech Trends in China
China and the Chinese from a Consumer Marketing Tech Perspective:
  • Geography, Demography
China‘s Consumer Tech Market:
  • Landscape, Players, Trends
China‘s Influencer Industry
Best China Consumer Tech Knowledge Sources
10:45AM - 11:00AM
Coffee Break
11:00AM - 12:15AM
Marketing through the WeChat Ecosystem
The WeChat Ecosystem:
  • WeChat moments, official service/subscription/enterprise accounts, groups, wallet, mini programs, search and other trends
Promotion – How to get noticed in a competitive environment:
  • WeChat Influencers & KOLs (Key Opinion Leaders)
  • WeChat Ads and CRM

WeChat & cross-border eCommerce:
  • How to sell via WeChat & Weibo from outside China
  • Cross-border payments via WeChat & Alipay
  • Managing international logistics for WeChat stores
12:45AM - 1:45PM
Lunch Break
1:45PM - 3:00PM
eCommerce within the Alibaba Ecosystem
The Alibaba ecosystem:
  • What does it have to offer to companies?
  • What do you have to do to reach Chinese customers?
  • Case study: All about Single’s Day on November 11th
eCommerce options in China:
  • eShops (.com)
  • Crossborder marketplaces (such as Alibaba’s TMall Global)
  • Free trade zone warehouse
  • Crossborder retailers
  • Checking out your brand’s resellers
  • Your getting-started checklist for eCommerce in China
Cases: DM, Aldi and Jellycat
3:00PM - 3:15PM
Coffee Break
3:15PM - 4:00PM
China eCommerce: Channel Selection and Brand Building
Your goal, your approach
  • Successfully introduce brands to the Chinese market through alternative social media channels and commerce platforms
What it really takes - How to get started on:
  • RED (Little Red Book), and Kaola
4:00PM - 4:15PM
Coffee Break
4:15PM - 5:00PM
How to digitally reach Chinese Tourists in Germany and Europe
Germany’s inbound tourism from China:
  • Facts and trends
A Chinese tourist's customer journey:
  • How to reach out to and get in contact with Chinese tourists
    (WeChat, Yizhibo, Douyin, Mafengwo, Qiongyou, Ctrip)
Mobile payment solutions:
  • How to attract new customers through Alipay
    and WeChat Pay marketing at the POS
5:00PM - 8:00PM
Networking & Drinks


Corinna Bremer

Writer & Market Analyst | OMR

Corinna Bremer is a market analyst for China’s tech industry. After studying Chinese, Corinna spent 10 years in China working for German media conglomerate Bertelsmann, where she managed the corporation’s Chinese magazine, advertising and digital media businesses. In addition to providing market insights with her company China Tech Intelligence, she is a frequent contributor to the OMR Daily Blog where she writes about China’s latest Internet trends. She also focuses on digital media and marketing, eCommerce, fintech industry and blockchain technologies.

XING LinkedIn

Thomas Graziani

Co-Founder | WalktheChat

Thomas Graziani is a French WeChat eCommerce and CRM specialist, as well as co-founder of WalktheChat. He helps companies make the most out of WeChat to grow their business. WalktheChat is a Beijing-based consulting and development agency focussed on building innovative strategies and products for WeChat marketing and branding. WalktheChat works with large groups such as Nestlé, as well as small and middle-sized enterprises. Previously, Thomas was part of the marketing and strategy department at Schneider Electric China and a consultant at the Boston Consulting Group. He lives and works in Beijing.

XING LinkedIn

Lac Tran

Digital Strategist | web2asia

Lac Tran is a Canadian eCommerce + digital strategist with over 18 years of experience in digital media and strategy. He is co-founder of web2asia, a premier eCommerce agency in China that strategizes and manages foreign brands in the Chinese market. Through the combination of eCommerce operations, expertise and proprietary programmatic media buy solutions within the Alibaba ecosystem, web2asia is now one of the leading players in China. His clients include DM, Aldi, HansGrohe, Jaguar/Land Rover, Calvin Klein and LVMH. He lives and works in Shanghai.

XING LinkedIn

Wenjing Liu

eCommerce professional | Genuine German

Wenjing Liu is a Chinese eCommerce professional at Genuine German. Wenjing has grown up as an eCommerce and social media native. She studied in China and France, and found her passion in helping European brands entering this complex market. She is an expert in transliterating European product and brand strategies to the local Chinese environment, while being aware of the operational and regulatory intricacies of the specific product. Wenjing lives and works in Shanghai and Berlin.

XING LinkedIn

Damian Maib

Founder & CEO | Genuine German

Damian Maib is the founder and CEO of Genuine German. He develops and executes eCommerce and marketing strategies for German brands to reach and secure their share of the Chinese market. Genuine German, with its holistic brand building approach, strongly utilizes the combination of large sales platforms with intense social media marketing (e.g. Alibaba and RED). Damian works and lives in Shanghai and Berlin. Genuine German clients include multi-national corporations and well known late stage startups.

XING LinkedIn

Anne Tritschler

Content Strategist China | Storymaker

Anne Tritschler is Content Strategist China at Storymaker. She studied Sinology and Communication Studies and lived in China for five years. Since 2011, she has been consulting and supporting European companies with their communication activities for Chinese target groups, first in Beijing, now in Berlin. At Storymaker, she is responsible for the content strategy of several WeChat Official accounts as well as Alipay marketing campaigns. She regularly consults tourism marketing clients.

XING LinkedIn

Book seminar now

Weitere Events & Seminare

Facebook & Instagram Advertising Beginner

Ganztägiges Seminar mit top Experten | Grundlagen Business Manager | Pixel | Professionelles Kampagnen-Setup | Targeting und Custom Audiences | Tracking & Optimierung | Anzeigengestaltung | Networking

Ticket kaufen

Facebook & Instagram Advertising Pro

Ganztägiges Seminar mit top Experten | Custom Audiences | Lookalike Audiences & Partnerkategorien | Kampagnentypen & Skalierung | Optimierungsstrategien | Kampagnensetup & Best Practices | Networking

Ticket kaufen

Local Champions – die Podcast Roadshow – Bielefeld


Stell‘ die Weichen für die digitale Zukunft deines Unternehmens! Media Impact und OMR sprechen in Bielefeld und Stuttgart über die Bedeutung der Digitalisierung sowie die Möglichkeiten der digitalen Kommunikation für den Mittelstand – inklusive OMR-Podcast-Aufzeichnung mit lokalen Helden der digitalen Transformation!