Strategic China Marketing-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
  • Companies thinking about developing their own eShop for China
  • Professionals curious about the Alibaba ecosystem, and how TMall, TMall Global and works
  • Brands 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 and digital marketing ecosystem
  • Invaluable insights from top international experts on how to market 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:
  • Top international WeChat and Alibaba experts from Beijing and Shanghai on board, with extensive experience in helping Western brands achieve significant success in China.
  • Thomas Graziani and Lac Tran were speakers at last year's OMR Festival and were very well received by the audience. We are thrilled to be able to bring them back on stage for this special seminar.
  • Sven Spöde, our expert on inbound tourism from China, and Corinna Bremer, OMR's Asia expert, this is probably the best selection of speakers on digital marketing 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 this November!


9:30AM - 10:00AM
Welcome and Introduction (Tom Steinelt | OMR)
10:00AM - 11:00AM
State of the Chinese Internet (Corinna Bremer | OMR)
China and the Chinese from a marketing perspective:
  • Geography and demographics
Current China digital market:
  • Overview and landscape
Beyond Alibaba and WeChat:
  • New digital marketing tools and trends in China
11:00AM - 11:15AM
Coffee Break
11:15AM - 12:45AM
Marketing through the WeChat Ecosystem
(Thomas Graziani | WalktheChat)

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 - 2:00PM
Lunch Break
2:00PM - 3:30PM
eCommerce within the Alibaba Ecosystem
(Lac Tran | web2asia)

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 1st
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, HansGrohe and Jellycat
3:30PM - 4:00PM
Coffee Break
4:00PM - 5:00PM
How to digitally reach out to Chinese tourists in Germany
(Sven Spöde | Storymaker)

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 - 5:30PM
Q&A (All speakers)
5:30PM - 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 business. In addition to providing market insights from 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

Sven Spöde

Digital Strategist China | Storymaker

Sven Spöde is a digital strategist for China at the renowned Storymaker agency in Tübingen, Germany. He is an expert in WeChat and Alipay marketing and helps European companies connect with their Chinese customers and target groups in Germany. Skilled in digital strategy, intercultural communication, user experience and usability engineering, and with an academic background in Cognitive Science, we are thrilled to have Sven onboard for this seminar.

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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.

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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, HansGrohe, Jaguar/Land Rover, Calvin Klein and LVMH. He lives and works in Shanghai.

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