The CEIBS 9th Prestige Brands Forum 2017
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
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.
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June 24 (Saturday), 2017 |
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08:00 ~ 08:30 |
Registration |
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08:30 ~ 08:40 |
Welcome Address Prof. Zhang Weijiong Mr. Zhou Haiying Host: |
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Session I: The New Business Model of Luxury |
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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. |
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08:40 ~ 09:20 |
Industry Leaders Dialogue I Mr. Bryan Wang Guest Moderators: Ms. Genie Chin |
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09:20 ~ 10:00 |
Industry Leaders Dialogue II Mr. Zhu Wenhua Mr. Frank Ma Guest Moderator: |
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10:00 ~ 10:20 |
Coffee Break |
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10:20 ~ 11:00 |
Industry Leaders Dialogue III Mr. Luca Solca Guest Moderator: |
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11:00 ~ 11:40 |
Industry Leaders Dialogue IV Mr. Clemens Pflanz Guest Moderator: |
| 11:40 ~ 12:20 |
Industry Leaders Dialogue V Mr. Ge Wenyao Guest Moderator: |
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12:20 ~ 13:10 |
Luncheon |
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Professors Session |
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13:10 ~ 13:30 |
Keynote Speech: the Myth and Truth of Brand Building Dr. Eden Yin |
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13:30 ~ 13:50 |
Keynote Speech: Influencers and Bloggers: How to work with them? Prof. Michel Gutsatz |
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Blogger Session |
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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. |
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13:50 ~ 14:50 |
Panel Discussion
Moderator: |
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14:50 ~ 15:10 |
Coffee Break |
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Session II: The O2O Challenge: Can Brands Manage Consistently Offline and Online? |
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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. |
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15:10 ~ 16:40 |
Panel Discussion
Moderator: |
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16:40 ~ 16:45 |
Closing Speech Prof. Pedro Nueno |
Associate Professor of Marketing, CEIBS; Director, CEIBS - Jing’an International Fashion Industry Research Center
Founder & CEO of Fulishe; Secretary General of CEIBS Fashion & Creativity Alumni Association
Former Chairman of Shanghai Jahwa Group; Chairman, Shanghai International Fashion Federation
Registration
• Register Online
• Tel: +86-21-28905356/5588
• E-mail: PBforum@ceibs.edu
Conference Venue
CEIBS SHANGHAI Academic Center III
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