In Trends

Do you know your Gen Z?

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Get ready for this year’s MarketingPulse – Asia’s leading marketing and branding conference. The event gathers world renowned marketers, brands, advertising agencies, enterprises and innovation professionals to map out trends and exchange best marketing practices.

SEE ALSO : Millennials, Gen Z to make up more than half of luxury sales in 2025

How can brands appeal to the young generation? What does it take to succeed in this digital age? How should businesses adjust to cater to consumers amid the pandemic? These will all be discussed in depth by professionals who know it best.

They will be sharing their success stories over the two-day conference. For those hoping to tap into the mainland Chinese market, you will hear about the prevailing trends and strategies of livestream commerce from brand and marketing expert Eray Li. Li is the General Manager of Southern China at Kuaishou, a Chinese short video app company that is also branching out into e-commerce. Kuaishou’s apps reportedly have over 760 million monthly active users and its Hong Kong initial public offering recently raised US$5.4 billion.

Kuaishou
Source: Shutterstock
Eray Li
Source: HKTDC

Eray Li will be offering his thoughts on new trends worth following and how video marketing can help brands rise on the mainland. He has 15 years of experience in online marketing and previously worked for Tencent, Cheetab Mobile and Alibaba. Li will be sharing the panel discussion with by Alves Huang, CEO of Qianxun (Hangzhou) Holding Co. – a leading livestreaming e-commerce firm that currently enjoys the largest transaction scale in mainland China since it was founded in 2017.

Nowadays, the company works closely with over 20,000 domestic and overseas brands. It also manages roughly 40 anchors who carry out e-commerce livestreaming including online celebrity Weiya viya who has more than 130 million followers on her various social media platforms like Weibo and Douyin.

According to one Chinese report, Weiya viya has managed to generate a sales volume exceeding 43 million with the gross merchandise value of goods at just under 11.3 billion yuan during Taobao’s Singles’ Day shopping festival last year. Qianxun’s impressive record makes Alves Huang the perfect candidate to talk about livestreaming commerce in China. Listen to what he has to say about the tricks of the trade to maximize your success.

Lim Bee Bee
Source: HKTDC

Lim Bee Bee, Head of Marketing & Customer Management, Consumer Banking Group (Singapore) at DBS Bank, will be sharing tips for marketers to stay ahead of the pack. She will be highlighting the business potential and opportunities of gamified marketing, ways to engage young generations in the field of gaming, as well as innovative experiences to attract digitally-native and tech-savvy consumers.

According to an article last year on Business Insider, Generation Z or “Gen Z” – the generation that follows Millennials – has a spending power of US$143 billion. That is why retailers and brands are keen to get a slice of that pie. To better understand this new generation’s spending culture and habits, MarketingPulse ONLINE 2021 is inviting Timothy Armoo to speak. The 24-year-old is the CEO and founder of Fanbytes –a leading influencer marketing agency to attract Gen Z fans for global brands using its network of influencers on Tiktok, Snapchat, Instagram and YouTube. Fanbytes counts Apple, Nike, McDonald’s, Deliveroo and even the UK government as its clients. Armoo created Fanbytes when he was still studying at university.

Fanbytes
Source: Fanbytes

Within years, the company has won recognition from international publications like Forbes and the Business Insider. Bloomberg has even described it as “leading the charge for Gen Z and millennial marketing”. Armoo himself was earlier named by Black Tech Achievement Awards as “Entrepreneur of the Year 2020”.

Speaking of his social media experiences, Armoo says “a lot of people talk about attention spans dwindling and that has never been more disproved. Rather, interest spans are dwindling and with social media at our fingertips, the bar has become higher for brands to create content that really cuts through the noise.”

This year’s event will bring you inspirational sharing from brands and agencies, practical marketing know-how through a series of workshops under the theme of “Marketing for GOOD”. Discussions on digital developments aside, speakers will be spotlighting positive branding through understanding new customer behaviour and storytelling. Even if the conference is being held virtually, networking opportunities will be available via live chats, connecting you with marketers around the world and Hong Kong marketing services providers who can offer sound advice on the best way forward.

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Source: HKTDC

SEE ALSO : What is Kuaishou?

“MarketingPulse is an excellent one-stop platform to understand the latest trends and learn from one another. This can really help improve our knowledge about what is happening in the mainland and the world,” said past participant Cristina Ng, Business Development Director at iClick Interactive Asia Ltd.

Mark your calendar for the upcoming MarketingPulse conference which takes place online between 30 and 31 March 2021. Register now for the event here.

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