Among the trends that emerge during the pandemic, KOL & KOC marketing stands out in the circle of brand marketers. With Liu Genghong – a livestreamer who thrived in an incredible way during Shanghai lockdown, sparking a fitness revolution, and DiandiLahai (垫底辣孩) hitting social media and livestream platforms with his viral How to be International SuperModel transformation videos, popular KOLs are influencing consumer behavior and even leading consumer trend, making itself one of the most appealing marketing ways to brands from fashion, cosmetics, luxury goods, to sports, health, appliances just to name a few. The pandemic has boosted the KOL & KOC marketing more since the consuming desire accumulated during the lockdowns and no doubt interactive online platforms have been the best way to suffice this desire.

Who are the emerging KOLs; How to find the KOLs that match with the brand and can bring long-term benefits in this quickly developing market; What brand cases can we take lessons from? The European Chamber invites you to join us for an engaging discussion about the latest development in the emerging KOL & KOC marketing and opportunities for brands during and after the pandemic.

Registration deadline: Tuesday 26th July

How to pay:

Pay while registering or will receive a payment notification email from the Chamber with payment QR code prior to the event date

Payment deadline: Wednesday 27th July afternoon

Advisory Council members: two free tickets for each member

ZOOM link: will be shared with PAID registrants on Wednesday 27th July late afternoon, in an email

Invoice: digital 普票 will be issued to registrants who applied when doing registration, in 10 work days from 28th July.

Agenda

2:30 – 2:35 Opening Remarks by Mr Cyril Drouin, Vice Chair of the Marketing and Communications Forum, European Chamber

2:35 – 3:05 Keynote Speech One: The Emerging KOLs in the Pandemic, by Ms Kim Leitzes, APAC Managing Director of Launchmetrics and CEO & Founder of PARKLU

3:05 – 3:35 Keynote Speech Two: KOLs and eCommerce – Keys to Success, by Ms Beelin Low, Group Planning Director, Publicis Commerce

3:35 – 3:50 Q&A Session

3:50 – 3:55 Closing Remarks by Mr Cyril Drouin, Vice Chair of the Marketing and Communications Forum, European Chamber

Terms & Conditions:

Events have limited capacity so to ensure your attendance we encourage advance online registration for all our events. We cannot guarantee entry to anyone not registered in advance.

All our events are held in English and follow the Chatham House Rule unless otherwise stated. 

Cancellation Policy:

If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for event costs.

To cancel you can: 1) email at tyji@europeanchamber.com.cn, or 2) cancel online if you registered for the event through the website

Advisory Council Policy:

Members of the Advisory Council may receive complimentary admission to Chamber seminars, conferences and factory visits up to two attendees per event. Additional participants will be charged at the member rate.

Advisory Council members will still be charged the standard member rate for participation in training courses and special events, such as gala balls, government appreciation dinners, or admission to tournaments.

Disclaimer 免责声明：

Participants must maintain proper social distancing norms and abide by the Shanghai Municipal Government’s Epidemic Prevention and Control Rules (eg. wearing masks and so on). If you do not follow the relevant regulations, the European Union Chamber of Commerce in China assumes no responsibility for any of your physical discomfort caused during and after the event. Thank you for your cooperation. 

Please note that the European Union Chamber of Commerce in China (as the host of the event) might take photographs from the event and post these on its public webpage (or social media platforms) in order to create awareness of these events. By attending this event you consent to the European Union Chamber of Commerce in China taking and using such photographs as described above.

Speakers

Mr. Cyril Drouin

Chief Executive Officer & Chief Strategy Officer, BeyondBorderGroup

Mr. Cyril Drouin

Chief Executive Officer & Chief Strategy Officer, BeyondBorderGroup

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Cyril Drouin is the CEO & CSO for BeyondBorderGroup. He is based in the Shanghai office. Beyond is a "route to market" cross-border platform platform between China and the rest of the world. Cyril has more than 20 years eCommerce and Digital experience in China and in Europe. Local and international companies came to rely on his eCommerce and digital marketing expertise. Cyril creates their successes in either optimizing or creating their digital & eCommerce presence in China and in Europe. Cyril is the former CEO of Publicis Commerce China and Chief Digital eCommerce officer for Publicis North Asia leading the practice on Google, Amazon, Instagram, Facebook, Tmall, JD, Wechat and social medias Cyril has helped successfully launch or grow over 20 major brands in the last 5 years only. Cyril has been cooperated successfully with GSK, Nestle, Ferrero, Kering, Mondelez, Sanofi, Bacardi, Heineken, Siemens, Beiersdorf, Moleskine to name a few. Cyril has been part of the Jury of multiples advertising festivals such as Adfest, DMAA International Digital Marketing Award Cyril is a regular well-respected speaker and trainer at various digital and eCommerce conferences. He hosts high-level training sessions about the Chinese eCommerce and Digital ecosystem in China and around the world. Cyril is teaching eCommerce and Digital Marketing to executive MBA students as well. Cyril holds a Master degree in IT & Mathematics. He is native in French and fluent in English, also has a good command of Chinese.

Ms. Kim Leitzes

APAC Managing Director of Launchmetrics and CEO & Founder of PARKLU

Ms. Kim Leitzes

APAC Managing Director of Launchmetrics and CEO & Founder of PARKLU

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Kim Leitzes - APAC Managing Director of Launchmetrics and CEO & Founder of China’s premier influencer analytics platform, PARKLU - a pioneer and leading authority in China’s KOL industry defining how fashion, luxury and beauty executives understand and leverage influencers in China and Asia.

Launchmetrics is the undisputed category leader in brand performance for fashion, luxury and beauty, helping brands to inspire more than 1B consumers everyday with solutions, content and data, and offering the only end-to-end solution to measure brand performance. Since 2019, Launchmetrics’ Brand Performance Cloud (BPC) has included PARKLU, first founded by Leitzes in 2011. PARKLU analyzes and monitors Key Opinion Leaders (KOLs) ⁠across all of China’s major social media platforms, including WeChat, Douyin (TikTok), Weibo, RED, and Bilibili. With over 300,000 Chinese KOLs in its coverage, Launchmetrics is the only player to measure cross-Voice performance with a consistent metric on a global scale, offering invaluable analysis for brands looking to improve their global performance in China and beyond.

Before founding PARKLU, Kim held roles as an investment banker, strategy executive and consumer & retail analyst in New York, where she accumulated her analytical and industry knowledge for the beauty, fashion and retail industry. Kim holds a Bachelor’s degree in Economics from The Wharton School of the University of Pennsylvania.

Ms. Beelin Low

Group Planning Director, Publicis Commerce

Ms. Beelin Low

Group Planning Director, Publicis Commerce

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As the Group Planning Director of Publicis Commerce, Beelin is valued as one of the key members behind the fastest growing Omni-Commerce agency in China that specialize in helping brands navigate, transform and accelerate in a duly complied, maze-like digital and eCommerce marketing environment.

She has more than 14 years ecommerce and digital experience in Southeast Asia and China combined, working in global 4A creative agencies as well as brand consultancy. Over the years, she has cooperated successfully with Apple, Nestle, Estee Lauder, L'Oréal, Codex Beauty, Arla Foods, Sanofi, Bacardi, Heineken, Siemens, to name just a few.

She leads a hybrid team of multidisciplinary planners and strategists across creative, media, social and data functions under Publicis Commerce, working closely to provide actionable solutions for business through market entry consulting, C2B product development, DTC business model planning, ecommerce business operation and ecommerce intelligence as well as brand communication planning powered by data.

She is fluent in Malay, English, Mandarin, and other Chinese dialects such as Cantonese and Taiwanese Hokkien.

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