HUI LI GOH

Business Development Director (APAC) @iPinYou

Hui Li has been with iPinYou for more than 2 years. Over the years, she has provided customised consultations to various clients so as to aid them in their outreach efforts to Mainland Chinese consumers. Her clients have experienced exponential brand growth within the China market and garner valuable insights for both short term tactical and long term strategic planning. JAMES SUNG

Business Development Manager @ (Tmall)

James has joined Alibaba Group Australian and New Zealand from Oct 2016 and has been helping clients to develop their overall business strategies to China using various Alibaba Platforms, including Tmall, , Alibaba.com and . In his current position, James works closely with local merchants in the Health/Pet/Fashion categories to adopt Alibaba’s great import strategy thru various cross-border e-commerce platforms and build greater awareness for Australian brands in the Chinese market. STACEY QIU

Chinese Digital Marketing Strategist @Digital Crew

With 3+ years’ experiences in social media and marketing, Stacey is an innovative digital marketing strategist helping clients throughout APAC countries. She has work experiences to collaborate cross-functionally, grow client relationships, develop integrated campaigns and concepts and produce high quality deliverables. Integrated Digital Marketing To Reach China Cross-Border E-Consumers

Digital Crew®, the crew to your success

New York | Sydney | Melbourne | Hong Kong | Shanghai | Guangzhou | Tokyo | Mumbai Ever Changing Dynamic Shopping Environment China’s e-commerce sector has held firm throughout the pandemic

Source: National Bureau of Statistics Unprecedent expansion on number of cross border e-commerce (CBEC) shoppers

China’s cross-border online buyers is expected to reach almost 177 million by 2022

Top 4 Reasons Users Choose From CBEC

57.7% 34.4% 30.9% 30.2%

Quality Quality-Price More Brands Guaranteed Ratio to Choose Authenticity

Source: iiMediaResearch, WalktheChat, CECRC

Source: iMedia Research, WalktheChat Booming CBEC business in China

• The CBEC Transactions in China have increased dramatically • The expansion of CBEC zones provides easier access to growing consumer markets within China • Both integrated & vertical e-commerce platforms are booming • Shopping festival stimulate online purchasing • The logistics is improving significantly worldwide

Source: CERCE (China E-commerce Research Centre), National Bureau of Statistics Different e-platforms for cross-border business in China

Source: eMarketer, Quarlerly e-Commerce Report, a16z… Three most popular CBEC platforms in China

TMall Kaola.com Little Red Book

Features largest CBEC platform Direct Selling of Authentic Goods Social e-commerce App - 20,000+ brands - 5,000+ brands - Successful communities of UGC - 4,000+ categories - 80 countries - Seamlessly integrating online - 77 countries and regions communities and e-commerce

Business • Overseas Fulfillment • POP Merchants/3rd party stores • 3rd party brand stores • Direct Import • Proprietary Suppliers • Self-suppliers models • Global Flagship stores • Factory Shops Top Trends for China E-Commerce: WeChat mini program

WeChat Mini Programs will become a new chic for most brands

• E- shop within WeChat • All in One • A critical asset for online marketers • Incredible amount of brands have launched WeChat Mini Programs, including giants like KFC, McDonald, Gucci and Zara etc. Top Trends for China E-Commerce: KOL marketing and live streaming

• Short-video Apps will continue to embrace e-commerce • Seamless shopping experience • Annual turnover exceeded 200 billion yuan • In-store conversion rate is over 65% • High level of loyalty - average daily stay on Taobao live is close to an hour • On Double 11, Taobao host Weiya's live streaming sales reached 267 million yuan in 2 hours

Douyin / TikTok Little Red Book KuaiShou Case Study: 618 Live Streaming x Oroton Australia Is your business ready to capitalize on the huge market potentials? Barriers to break into China market

Population in China 527 million users engaged in 1.4+ Billion mobile payment 37% 772 million internet users 55%

Language Culture Red-tape

Source: China Internet Network Information Center, 2018

• It is not easy to understand Chinese market and especially Chinese consumers. Chinese consumers are touched by many different media platforms

E-Commerce Website Social Media Offline Distribution

Potential Customers

E-Commerce in Vertical Media Search Engines Social Apps Video/ TV Out of Home Media Platform ads Communication/marketing channels

Digital is playing more and more important role when targeting Chinese consumers Complex digital channels in China But, so many digital platforms in China will be confusing and intimidating to international business Marketing funnel

Campaigns to draw Awareness

• Baidu, News Portal Display Ads Awareness • Social media App banner ads • Programmatic marketing • General Apps Social contents to generate Interests • KOLs & KOC • WeChat article / Weibo post Interests • Social media accounts • KOLs • Vertical platforms • Official Website Interactive campaigns to nurture Leads • KOL Campaign Leads • Live streaming events • Baidu/ Sougou SEM & SEO • Consumer database EDM & SMS Lead nurturing to drive Sales Sales • Brand season promotion • Shopping Festival, 681/Double 11 • Sales follow up Fast ways to reach China e-commerce market

Channel Features Sample

Affiliate • Time & cost efficiency

E-Tailers network • Quick to test the market BrandsEnter to

China MarketChina and the products

TMall • Brand credibility Brand e-shop Flagship store • Build brand image in a new market Integrated digital marketing solution to target China market

Understand Chinese media landscape Localize social media contents

• News portal • WeChat & Weibo OA • General platforms • Video platforms OA • Vertical platforms • Payment tools • E-commerce platforms • Other

Develop digital marketing strategy High-quality contents to improve search result • Paid media • Owned media • Q&A platforms • Earned media • Seeding platforms • Official blogs • Others Customize media plan and choose right platforms Increase ranking to drive sales • Business & marketing goals • • Industry & brands Baidu SEO, SEM • • Target audiences Sougou search • • Others Quark search • Others China is a tough markets with huge market potentials. It requires hard and high-quality work, significant budgets, realistic expectations, patience and a long-term strategy.

Most Importantly, You need a good partner, knowing local markets well, to lead you to the SUCCESS! Multilingual Digital Consultancy

Sydney | Melbourne | Hong Kong | Shanghai | Guangzhou | Tokyo | New York | Mumbai Our Services

Digital Strategy Brand Audit In-market Insights Having the right strategy is Whether you have been in the Consumer and competitor research, essential to the success, our team market for year or a fresh entry, brand monitoring and industry will work collaboratively with an audit of the past and current vertical insights. yours to develop the most suitable status will be conducted before strategy for your brand the development of the strategy.

Creative Direction Localised Design Web and Mobile HTML5 & Mini Our creative team will work with Provide localised design that fit Program you on creative directions that the in-market requirements and Digital assets production and creation; resonate with overseas audience media plans including localized websites, HTML5, mini- and maintain your brand integrity. programs, e-commerce stores etc.

Search Web Analytics Content Direction and Paid and Organic search Interpreting insights from Creation in Chinese, Japanese, analytics tools Creating content that is in-sync with your Hinglish and more. brand and objectives, also align with the Social media audience expectations Media & KOL buy Strategy development and Media planning and precise management of social media buying with local and in-region accounts media; KOL strategy planning and buying Why Digital Crew?

Digital Crew focuses exclusively on providing efficient and effective multinational and multilingual marketing solutions.

Highly Qualified Global Offices with Local Focus Bespoke Services A true global team with multinational All offices are fully owned by headquarters. Tailored and specialized in servicing perspectives. enterprise clients. All Digital Crew team members speak English and We understand the challenges our clients face. We work closely with each client to Chinese professionally, some speak more than With the Digital Crew One Global Team approach, determine the best approach, from research, these. We have strategic agency partnerships with we operate as one team globally to deliver the to strategy, to campaign execution, and to major search engines in China, Google Partners, most efficient and effective solutions to clients. on-going management. Partner, Tencent Agency Partner. Each of the Digital Crew team holds various bachelor and master degrees in multiple countries. Digital Crew®, the crew to your success www.DigitalCrew.agency www.DigitalCrew.com.au www.DigitalCrew.com.cn www.DigitalCrew.jp New York | Sydney | Melbourne | Hong Kong | Shanghai | Guangzhou | Tokyo | Mumbai Tmall Global

天猫2014双十一汇报

Last updated April 2017 Ariana A. Busch | [email protected] Alibaba’s Mission: To Make It Easy To Do Business Anywhere

CORE COMMERCE MOBILE MEDIA & ENTERTAINMENT LOCAL SERVICES

PAYMENT & FINANCIAL SERVICES

LOGISTICS

MARKETING SERVICES DATA MANAGEMENT PLATFORM

CLOUD COMPUTING By 2020, half of all Chinese online shoppers or a quarter of the population will have bought an item from cross border e-commerce

Cross-border ecommerce buyers in China (millions)

292

272

249

221

181

128

75

2014 2015 2016 2017e 2018e 2019e 2020e

% of online shoppers 20.0% 31.0% 40.0% 45.5% 48.0% 49.5% 50.7%

% of population 6.5% 11.2% 15.8% 19.1% 21.5% 23.4% 25.0%

Source: Emarketer 2016. Internet users who have made at least one purchase from a foreign seller either directly or through an intermediate, excludes Hong Kong Why do Chinese consumers buy imported products?

Provide what’s best for Try new experiences Buy directly from global the family brands

Source: Tmall Global & CBNData. 2016 Cross-border consumption report. Photo: Alibaba Group via Panorama, Unplash Nordwood Themes For brands who would like to open their own store, there are two options: Tmall Global helps brands enter the Chinese market, Tmall helps brands already in China

Chinese Chinese Product & Brand consumers consumers from overseas Product & Brand already in China

Legal entity Outside of China In Mainland China (subsidiary or distributor) Bank account In home country In Mainland China Payment In home currency In CNY Trademark registered In home country In Mainland China Warehouse Outside of China In Mainland China Shipping to Chinese consumers From overseas From within Mainland China Tmall Global can be your brand’s first entry into the Chinese market

Year 1-2 Year 3-4 Year 5 • Test the Chinese market • Extend business volume by setting • Further grow through online distribution • Build brand awareness up China omni-channel strategy • Integrate sales from various channels Business • Prepare for local market entry • Build local presence and consumer using big data Value (trademark, set up Chinese connection • Upgrade customer service and subsidiary, etc.) • CRM management experience • Further build brand affinity and loyalty • Entry into Southeast Asia via Lazada

Platforms + Offline presence + Offline presence + Online2Offline (O2O) + Online distribution

• Alimama branding • Alimama brand + performance • Alimama deep cooperation • Weibo (social media) • Weibo (social media) • Weibo (social media) Marketing • (video site) • YouKu (video site) • YouKu (video site) • Tmall Global Marketing events • Tmall Marketing program • Ali network marketing program (Music/Sports/entertaining, game etc..) Tmall Global

14,500+ 63 3,700+ International Countries Categories

Brands and Regions Photo: Alibaba Group Alibaba Photo: More than

of brands on Tmall Global made their China debut on the

platform Photo: Alibaba Group Alibaba Photo: Beauty & Personal Care, Food & Groceries, Mother & Baby categories dominate spending on Tmall Global

Other Beauty & Daily consumption Personal Care

Apparel & Shoes

Mother & Baby Food & Groceries (incl. Health Supplements)

Source: Tmall Global & CBNData. 2016 Cross-border consumption report Tmall Global consumers are mostly female, under 35, and live in China’s wealthiest cities. Consumers under 30 years old are the fastest growing group

SH Shanghai BJBeijing 70% HZ Hangzhou Female GZ Guangzhou < 23 years old Annual Income 23 - 28 years old SZ Shenzhen Over RMB100,000 29 - 35 years old (US$14,500) 36 - 50 years old > 50 years old

Source: Tmall Global & CBNData. 2016 Cross-border consumption report. Icons by Round Icons, Freepik, Madebyoliver, Kirill Selected brands on Tmall Global

Supermarkets Health & Pharmacy Department Stores Fast-moving consumer goods (FMCG) Mother & Baby

Beauty, Personal Care, Cosmetics

Fashion

Food & Beverages Tmall Partners (TPs) execute the day-to-day operations of a Tmall Global store

TPs can be an operating agency on behalf of the brand OR a distributor who also takes inventory Example of TP Services:

Create operations plan

Execute store opening

Decorate store & input product information Operate store on a daily basis: Product management, campaign planning and execution Execute day-to-day marketing and promotions: Network promotions, daily consumer marketing, brand marketing Provide Customer Service to consumers

Support logistic needs: Shutterstock via Group Alibaba Photo: Cross-border logistics, warehouse services, courier services Provide regular reports: Operations report and analysis How about logistics? There are four ways to get imported goods into China for cross border e- commerce using Alibaba’s logistics arm

Bonded Warehouse Consolidated Shipping

Brands pre-ship goods to warehouses in one of Brands pack, label, and ship goods to Cainiao’s warehouses six Chinese cities in anticipation of customer order. outside of China after a customer places an order. Cainiao Fastest delivery option (max. 7 days) consolidates with orders from other brands. It then ships to China by flight and to the consumer (max. 14 days)

HK/AU Fulfillment Center (GFC) Direct Mail

Brands ship goods to Cainiao’s warehouses in Hong Kong Brands ship goods directly from country of origin to the or Australia before order takes place. Consignment model. consumer. Brands could use non-Cainiao services (DHL, Cainiao picks, packs, labels, and ships the goods once FedEx, etc.). Not recommended because delivery times consumers place an order. cannot be guaranteed consumers Marketing to our

Photo: Alibaba Group via Panorama At Alibaba, digital media & entertainment are fully integrated into our retail marketplaces

Youku (“Chinese Youtube”) Entertainment Largest video site in China , Alibaba Sports, Alibaba Music, Tmall TV One "Super ID" Personalized User Experience Across all platforms

Weibo (“Chinese Twitter”) UC Web Largest microblogging site 2nd largest mobile web browser and newsfeed

Taobao & Tmall Apps Shopping, Marketing, and Entertainment platforms Next Steps: Tmall Global Merchant Onboarding Timeline

1

Assessment& Preparation (2-4 weeks) Understand the Provide TMG with Find and select Tmall Develop detailed platform brand and product Partner (TP) plan with TP information

2 Store Application TMG (2 weeks) APPROVAL Submit Store Register Alipay Register Taobao Receive Store Submit Company/Brand Activate Account Application Files Global Account Account Invitation Code Qualifications

3 Store Development (3-6 weeks) Sign contract Decorate store Upload information Ship products to & register & upload into Cainiao system bonded warehouse with Cainiao products (if applicable)

4 Operations & Optimization (Ongoing) Managing TP Building brand Testing the market Fueling awareness continued growth Let’s work

together !

采购于海洛

. .

Hailuo Photo: Alibaba Group/ Group/ Alibaba Photo: By Ariana A. Busch (AGLA) [email protected]. Icons by Round Icons, Freepik, Madebyoliver, Kirill, Nikita Golubev, Masim Basinsky via FlatIcon Utilising Big Data and Programmatic Advertising to drive sales conversion

Hui Li Goh Business Development Director (APAC), iPinYou

Connecting your brands with Chinese consumers iPinYou 01 Introduction

Connecting your brands with Chinese consumers China’s 1st & Largest AI-Driven MarTech company

Founded in 2008, pioneer in delivering ad-tech solutions 12Years

400+ core product, data, R&D team members from the Chinese Academy of 50%+ Sciences, Microsoft, Xiaomi and other top technology companies

Building Enterprise Data Management (DMP/CDP) and Ad Serving Intelligent 1000+ Media Management System

2PB Daily processing data

Headquartered in Beijing, with branches in Shanghai, Guangzhou, Hong Kong, Seattle, Singapore and 7 London and Silicon Valley

Connecting your brands with Chinese consumers MIP｜iPinYou technology provides an AI end-to-end marketing cloud solution

AI Decision Making Platform—Marketing Intelligent Platform

Data Governance

Data-Driven Analysis AlphaData™ AlphaDesk™ One-Stop Enterprise Closed-Loop Data Management Intelligent One-Stop Intelligent Media

Platform Formulate Management Platform

Accessible and Marketing Activate Flexible Technical Architecture strategy Omni-touchpoints Audience strategy Media strategy Full Transparency Creative Content Creative strategy Cloud Management … … Full Intelligence CMP Product Concept Creative Test More strategies Content Management Platform Automatic creative material tuning

Data Feedback

Connecting your brands with Chinese consumers Supporting 2,000 Global Brands

Connecting your brands with Chinese consumers Leverage on data collected from Tmall to improve your 02 overall programmatic advertising strategy

Connecting your brands with Chinese consumers Challenges brands face in Cross-Border e-commence market

1. Intense Competition inside EC sites Limitations in reaching out to desired audiences within EC sites due to to intense competition

2. Dispersed management of media traffic By acquiring traffic from each media separately, brands may not be able to do cross-media joint frequency control, which results in over or inadequate impressions.

3. Limited understanding of consumer behavior outside EC sites The data silo makes it harder for brands to determine and understand customer’s behaviour beyond the EC sites.

4. Unable to evaluate campaign results without matching inside & outside EC sites conversion data Unable to match external media environment’s behavior with conversions and therefore unable to attribute media spends to ROI.

Connecting your brands with Chinese consumers Our one-stop solution for integrated marketing

Whole cycle

All data All media

Challenge 1 Challenge 2 Challenge 3 How to determine the profile of With intense competition inside How to and improve outside EC current customers and their media EC sites, how can brands reach campaign results with Tmall data consumption habits? Target Audience in a cost feedback? effective way? Based on Tmall databank’s audience Leverage on full coverage Utilizing integrated marketing for portrait and segmentation to outside EC sites media to real-time optimization and accurately profile and generate reach Target Audience campaign result evaluation insights on Target Audience

Locate TA based on iPinYou DMP, We process 28 Billion traffic daily Improve campaign results by DAAT and match audience package We integrate with all major media monitoring full stack data including with Tmall databank and ad exchange Tmall databank

Connecting your brands with Chinese consumers iPinYou partnered with Tmall to enable integrated marketing

iPinYou is Tmall customer operation certified service vendor

Connecting your brands with Chinese consumers Linking Tmall databank to iPinYou programmatic platform

Outside Tmall campaign（iPinYou）

Consumer analysis Whole cycle ② analysis ③ Consumer Audience strategy Advancing ① insights Media/creative analysis strategy Follower PDB/PD/RTB analysis Audience package 1 Upload of Customized Audience analysis Audience package package 2 Audience iPinYou ④ Data feedback iPinYou package 3 DMP Ad serving Audience package 4 Outside Tmall Audience Campaign campaign package 5 ⑤ analysis ⑥ optimization

Awareness ⑥ Inside Tmall audience Zuanzhan retargeting Chaojituijian Zhitongche Inside Tmall campaign Interest （TP） audience Zhitongche Chaojituijian

Connecting your brands with Chinese consumers Pre-campaign - Set up overall campaign strategy for AIPL module including audience, media and strategy

Consumer journey Touch point Data Strategy

• OTV Awareness • UV retargeting • Video newsfeed iPinYou big data • Reach OTV VIP users A • Welcome banner

Interest • Newsfeed • Tailored ads Impression data I • Display • Dynamic creatives

Purchase • Combination of • Re-targeting video, news, and Click data • AB testing P tool APPs • Inside Tmall retargeting

• Combination of Loyalty • 1st party CRM • Audience portrait video, news, and • Databank • Look-alike L tool APPs

Connecting your brands with Chinese consumers Test your selected audience packages with Tmall databank before media activation

PDB/PD/RTB Amap Dingtalk Huabei Cainiao Fliggy UC Brower Xiamy Xianyu Ali pay Youku eleme Koubei

AWARENESS INTEREST PURCHASE LOYALTY

Zhizuan Zhitongche scan Chaojituijian ifashion taoneidaren Little black box Pinxiaobao Jiyoujia Bangdang Taobaochihuo Cainixihuan Zhaoxiangsi Zhusou Ali health Tmall supermarketHudongcheng

Connecting your brands with Chinese consumers Mid Campaign – Using dynamic creatives and real time retargeting to enhance the relationship between consumers and brand

Audience Add count- Weather Different Search attributes time/day Data down elements

REAL-TIME RETARGET AUDIENCES AT EVERY STAGE

Existing Client Visited Clicked audiences Exposed audiences TA Tested by audiences databank

Connecting your brands with Chinese consumers Mid and Post Campaign - Real-time optimization based on data feedback from Tmall which enables the building of brand’s data assets

Export data of different audience Upload exported data Creative Ad Exposure groups by different creatives Audience to Tmall databank optimization Media Strategy showed Strategy ✓ Strategy A Strategy A OK Creative Strategy ✓ Strategy B Strategy B OK

✓ Strategy C Strategy C NO

Strategies from iPinYou DMP

Connecting your brands with Chinese consumers iPinYou’s comprehensive media coverage and data capability ensure the 03 optimized performance from programmatic advertising

Connecting your brands with Chinese consumers iPinYou Patented Digital Advertising Audience Taxonomy (DAAT) Data and Audience label system

1.5billion 75% 15labels 74%

Label accuracy Cover 1.5 billion UV in every 30 days Cover 75% of Mainland Average number of labels - Tested by Tencent, Tmall and Cover 800 million UV per day Chinese population covered per person Amap big data

* 以上数据均针对Mobile端数据 Connecting your brands with Chinese consumers Data - Integrated with multiple data sources to help brands identify multi- dimensional profile of an audience iPinYou DAAT Audience 1st party data data (Analyze audience by campaign Uni ID data)

Operator data (Analyze online behavior) iPinYou Tmall Databank data data

Baidu search data (Analyze online behavior) Campaign data Uni ID Media campaign data (Analyze touchpoints) ✓ Consumer demographic and interests Location data ✓ Analyze TA of different product (Analyze offline behavior) Potential customer portrait ✓ Deliver tailored message by analyzing consumer Audience Media media preference … ✓ Conversion Location Truly understand your audience and communicate in a desirable way ✓ …

Connecting your brands with Chinese consumers 02-Media, iPinYou Ad serving platform covers all major Chinese media 01 Tmall marketing platform 02 Medias within EC Ecosystem 03 Outside site media

iPinYou Ad Serving PDB+PD+RTB XianYu Amap Dingtalk Xiaoheihe UC Browser

Cainixihuan 03 02 01 Inside KouBei side Zhizuan CaiNiao Taoneidaren Zhitongche Pinxiaoba Huabei Youkuo Fliggy Tudou

Connecting your brands with Chinese consumers Value of TMall and iPinYou programmatic advertising

iPinYou ’s comprehensive media Brands can improve campaign coverage can help brands reach effectiveness by leveraging audiences outside EC sites by iPinYou product matrix and Alibaba advertising on all major media product lines

Traffic Product

Data Campaign

iPinYou DAAT can portrait consumer behavior outside EC Campaign data will be recollected sites and formulate and feedback to Tmall databank, audience/media/creative strategy providing insights for next round of EC sites campaign

Connecting your brands with Chinese consumers 04 iPinYou Case Study

Connecting your brands with Chinese consumers Campaign Overview

A brand would like to enable Tmall databank integration for accurate audience targeting during the “618” Mid Year Shopping Festival Objective: Linking between EC sites and programmatic advertising

Audience Media Creative Background Hero APPs only Four versions

Previous Age： campaign 18-30 data

Male, competitor、game audience、digital product audience

Attract Whole Activate audience with Expand strategy by New Competitor’s Domain high consumption on targeting female customer Customer Advertising Location Based Targeting audiences acquisition Strategies Retargeting new Identify and reach Programmatically Leveraging on iPinYou customer for new competitor’s reaching out to patented DAAT customer from more domain product multiple data repurchase sources

Connecting your brands with Chinese consumers Campaign Overview 4 Outside Tmall Outside EC- whole Where? domain advertising 3 What? Leverage on iPinYou DSP to formulate 2 Who? media/creative strategy Consumer Advancing Leverage on Tmall Inside Tmall Whole cycle Follower databank to formulate Customized analysis audience strategy

Generate insights on 5 Inside EC- Tmall audience with Tmall campaign platforms databank

6 Campaign data feedback to Tmall databank, provide insights for next round of “inside + outside”campaign

Inside EC – Purchase + Loyalty

Outside EC – Awareness + interest

Connecting your brands with Chinese consumers Attracted more than 10 million new customers and promoted brand Campaign Results awareness by programmatically advertising outside Tmall

In 18 days Drive sales and convert customer by applying integrated digital marketing Total customers in Tmall store increase by Compared to +49.4% impression 2019, 2020 total conversion rate=order number / customer number impression increased by Impression conversion rate Engagemen increased t rate 2.14 times increased Reached 60+ million 80% 9% A I P L Awareness Interest Purchase Loyalty After 12 days’ optimization Audiences Audiences Audiences Audiences

New A+I audiences New P+L audiences increased by increased by +284.25% +9% Reached 40+ million

Data source：Tmall databank

Connecting your brands with Chinese consumers Thanks Contact us at:

Andy Ng: [email protected] Hui Li : [email protected] &

Hui Li Goh, Business Development Director (APAC), iPinYou Email: [email protected]

Stacey Qiu, Chinese Digital Marketing Strategist, Digital Crew Email: [email protected]

James Sung, Business Development Manager, Alibaba Group Email: [email protected]