Viveca Chan is the founder of WE Marketing Group, the leading independent marketing services group with over 250 staff across 5 offices in China. WE offers full marketing services from corporate and brand strategy, creative, social and digital, media planning and buying, e-commerce to data driven new retail solutions. Clients serviced by WE include Mercedes Benz, Lufthansa, Visit California, Cisco, Estee Lauder, ICBC, Hong Kong Tourism Board, amongst many others.
Before starting WE, Viveca was Chairman & CEO of Grey Global Group China/Hong Kong and the chief architect in building Grey’s China/HK business and all its integrated capabilities since Grey’s inception in the region.
She is recognized as a pioneer in China advertising and first mover in digital, social media, CRM, e-commerce and use of new technology in marketing.
How China is disrupting business with digital innovation
Just 40 years ago, China has no brands and no market economy. Fast forward to 2019, China is the biggest e-commerce market in the world, three times the number of internet users vs the US, and by far the largest and most sophisticated users of mobile payments.
Known for being copycats, China’s tech industry is now being copied. Chinese internet giants (Baidu, Alibaba, Tencent) and its super apps has transformed consumer lifestyle and business models. Some of these smart applications have been copied by major global players.
Importantly, Chinese brands are disrupting traditional ways of doing business and are fast to apply the latest technology and use of data for marketing. This session will highlight the key digital trends and successful business applications. One such case Viveca will talk about is Luckin Coffee, a new coffee retail brand that won 12+ million users and 2000+ stores in 12 months, becoming the biggest challenger to Starbucks. Luckin Coffee went IPO in May 2019 in Nasdaq with market cap of 4.25 billion USD in just 17 months after launch.