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  • About CEIBS

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    CEIBS Shanghai
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The CEIBS 9th Prestige Brands Forum 2017

Luxury: The Digital Challenge

Contact

Tel: 
Post: 
No. 699 Hongfeng Road, Pudong Shanghai, PRC

Luxury brands have long shunned the development of internet but are now investing in what is considered as a major distribution and communication channel. E-commerce now represents the equivalent of a large flagship store for sales and many consider that it will represent 10% of luxury sales in the near future. However recent studies show that in fact 15% of sales are now directly generated by digital: 5% directly through e-commerce and 10% driven by online experience. Luxury brands have been moving fast over the past few years to integrate internet and its potential into its strategies:

  • O2O has emerged as a driver of distinctiveness and an organizational challenge
  • customer experience is considered as crucial, with a strong focus on impact
  • social media presence has been developed

China is playing a major role in this domain: Chinese consumers now represent 30% of global luxury sales and they are some of the most internet-driven customers. Their presence on the web is a major driver of sales, and brands are only just taking this into consideration. Moreover the importance of e-commerce in China has led to counterfeit products and “grey” products flooding the Chinese internet. Some luxury brands, faced with this new challenge, have decided to open stores on TMall with very positive consequences. The 2017 CEIBS Prestige Brand Forum will explore all these issues – both for European luxury brands and for Asian premium brands.

Forum Organisers

Forum Organisers  China Europe International Business School

CEIBS is a not-for-profit joint venture established in 1994 with the support of the Chinese government and the European Commission. With a unique positioning of “China Depth, Global Breadth”, CEIBS has made outstanding achievements over the past 20 years by adhering to an international and market-oriented approach and maintaining high-quality teaching standards. Premier Wen Jiabao has spoken highly of CEIBS as “an incubator for excellent business leaders”. As one of the leading business schools in the world, CEIBS organizes a number of high-level international forums and roundtables each year that offer an open platform for industry leaders, senior government officials, and renowned academics to share their insights on hot issues facing China and the world.

Shanghai Jing'an District Government

Located in the heart of downtown Shanghai, Jing'an District is home to renowned brands from home and abroad. At present, over 1,200 brand names, including more than 800 international ones, congregate along Nanjing Road, Jing'an District. Plaza 66, CITIC Square, and Westgate Mall, the so-called "Golden Triangle", attract the greatest number of famous international brands in Shanghai.

June 24 (Saturday), 2017

08:00 ~ 08:30

Registration

08:30 ~ 08:40

Welcome Address

Senior Executive from China Europe International Business School

Officer from Shanghai Jing'an District People's Government

08:40 ~ 09:00

Opening Keynote Speech

Dr. Andreas Kaufmann
Chairman and Owner of Leica Camera

Session I: The New Business Model of Luxury

Because luxury consumers are now younger and digital native, digital has become a critical dimension of the new business model of luxury brands. Brands are faced with important organizational and talent issues. New questions must be answered: must e-commerce and digital communication be separated in the organization? How can the brand adapt to the millennial culture? How can brands identify the talent needed in a digital world? Must the traditional luxury business model be changed?

Under the pressure of internet and of the millennial culture, fashion brands have seen a major revolution last year with the arrival of the "See Now Buy Now" business model (collections available in stores just after the runway show, men and women shows blended in a unique show) that major Anglo-Saxon brands have adopted. French and Italian brands on the contrary have stayed faithful to the traditional business model where products arrived in stores 6 months after the runway show.

All this has huge impact on the business model of luxury – on its supply chain, on its IT systems, on the talent they recruit.

09:00 ~ 09:40

Industry Leaders Dialogue I

Mr. Thibault Villet
Co Founder & CEO, Glamour Sales MEI.COM

Moderator:
Prof. Michel Gutsatz
Adjunct Professor of Marketing, CEIBS
Associate Dean, Kedge Business School

09:40 ~ 10:20

Industry Leaders Dialogue II

Mr. Bryon Wang
Lead of International Markets, Alibaba Group

Moderators:
Prof. Jane Wang
Associate Professor of Marketing, CEIBS

Ms. Genie Chin
General Manager, LUXHUB China of Havas Media Group

10:20 ~ 10:40

Coffee Break

10:40 ~ 11:20

Industry Leaders Dialogue III

Mr. Luca Solca
Managing Director, Sector Head Global Luxury Goods, Exane BNP Paribas

11:20 ~ 12:00

Industry Leaders Dialogue IV

Mr. Clemens Pflanz
Chairman, MEISTERKREIS

12:00 ~ 12:40

Industry Leaders Dialogue V

Mr. Ge Wenyao

Former Chairman of Shanghai Jahwa Group; Chairman, Shanghai International Fashion Federation

12:40 ~ 13:30

Luncheon

Professors Session

13:30 ~ 13:50

Keynote Speech

Prof. Michel Gutsatz
Adjunct Professor of Marketing, CEIBS
Associate Dean, Kedge Business School

13:50 ~ 14:10

Keynote Speech: the Myth and Truth of Brand Building

Dr. Eden Yin
Senior Lecturer in Marketing, Judge Business School, University of Cambridge

Blogger Session

In the digital world influencers exist that are as influent as journalists are in the traditional print media industry. These influencers are bloggers that share their passions with their followers on their blogs, their WeChat page, on Facebook, Instagram, Twitter.

Prestige brands - who for long have been wary of the internet - have recently been developping social media strategies that include working with very well-known influencers both on the Chinese market and on the Western markets. Influencers - who consider themselves as the 'new medias' - have become important because customers trust them.

The Blogger Session will be a discussion between two very influent Chinese bloggers that will share with Professor Jane Wang the main differences between Chinese new medias and traditional medias and will explain why their followers trust them and how brands work with them.

14:10 ~ 15:10

Panel Discussion

  • Jiliangxiansheng
    Fashion blogger with two million followers on Sina Weibo
  • Himiko
    Over 20 years as a blogger; obsessive shopper; consistently high conversion rates

Moderator:
Prof. Jane Wang
Associate Professor of Marketing, CEIBS

Session II: The O2O Challenge: Can Brands Manage Consistently Offline and Online?

Traditional retail is far from being dead – but it now has to be developed complementarily with the online channel. Brands now have to abandon the silo mentality to move to an integrated approach where offline and online are truly integrated both in the organization and in the customer experience. The function of shopping being social – it cannot be done 100% online and customers are looking for seamless experiences that brand have difficulties delivering.

In China this experience is impacted by the importance of a major Chinese internet player: Tencent. The growing importance of Wechat – both as communication and now an e-commerce platform - plays a fundamental role in building this experience. Moreover the battle for mobile payment is now launched: WeChat wallet, Alipay and Apple Pay are the major contenders and are fighting for market share.

CEIBS will bring together luxury brands executives, Tencent and experts to discuss this critical issue in this session.

15:10 ~ 16:40

Panel Discussion

  • Ms. Sophia Ong
    Key Account General Manager, Tencent Online Media Group
  • Mr. Chen Min
    Vice President & General Manager of Active Cosmetics Division, L'Oreal China
  • Mr. Bruno Lannes
    Partner, Bain & Company
  • Mr. Peter Lee
    Asia General Manager, rewardStyle
  • Mr. Alvin Kong
    Director of Retail, Swire Properties Limited
  • Mr. Anders Thomas
    CEO, Nymphenburg

Moderator:
Prof. Michel Gutsatz
Adjunct Professor of Marketing, CEIBS
Associate Dean, Kedge Business School

16:40 ~ 16:45

Closing Speech

Prof. Pedro Nueno 
President, Chengwei Capital Chair Professor of Entrepreneurship, CEIBS

      Registration

     • Register Online
     • Tel:        +86-21-28905356/5588
     • E-mail:    PBforum@ceibs.edu
     

Conference Venue

CEIBS SHANGHAI Petrochemical Auditorium

No. 699 Hongfeng Road, Pudong Shanghai, PRC

Sponsorship

Contact Us

For more details about The 9th Prestige Brands Forum, please contact:

Ms. Sophie ZHU (Registration)
Marketing & Communications Department
Tel: +86-21-28905305/5505  |  Email: healthcareforum@ceibs.edu

Mr. Jin  (For Registration)
Marketing & Communications Department
Tel: +86-21-28905356 / 28905588 | Email: PBforum@ceibs.edu

Amy Liang (For Chinese Media)
Marketing & Communications Department
Tel: +86-21-28905494  |   Email: lamy@ceibs.edu

David Yu (For International Media)
Marketing & Communications Department
Tel: +86-21-28905073 |  Email: ydavid@ceibs.edu

Address: China Europe International Business School
               699 Hongfeng Road, Pudong, Shanghai 201206 P.R.C.
Tel:         +86-21-28905890
Fax:        +86-21-28905678

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