Latest news with #eTailingPulse
Yahoo
26-03-2025
- Business
- Yahoo
專訪｜雪糕店執笠轉開薄餅店 Jacomax老闆做鬼佬YouTuber變逆市奇葩：Be playful｜Yahoo
【Yahoo 新聞報道】愛看《低俗喜劇》、懂唱《死性不改》，來港15年的意大利人Jacopo Contiero一口「半鹹淡」廣東話，渾身散發香港地道的氣息。他連首次創業都選這片土地，經歷生意失敗轉開薄餅店Jacomax。正當本港食肆生意陷低谷，Jacomax今年逆市擴張，進駐尖沙咀開設第4間分店。Jacopo接受《Yahoo新聞》專訪時指，歷過選址錯誤、通關後生意暴跌種種低潮，最終憑經營YouTube頻道和人情味力挽狂瀾，希望薄餅店為港人提供享受美食和玩樂的空間，「要脫穎而出，就必須be more playful、more creative」。 年少居意大利鄉郊：以為周星馳係日本人！ Jacopo Contiero年約40歲，性格盞鬼，為融入香港苦練廣東話。這位「來佬」在港闖出一片天，始於一段浪漫愛情。他自小在意大利鄉郊成長，笑言以前對香港毫無概念，「我有睇過《少林足球》，但以為周星馳係日本人！唔知邊度係香港！」直至他20多歲到匈牙利旅行，遇上來自香港的Celine，異地戀就此萌芽。兩人本來只靠電郵、短訊維繫感情，最終Celine決定跑到意大利找Jacopo，兩人於2008年結婚，翌年回港。 Gelato店曾日僅40蚊生意：終於執笠！好開心！ Jacopo飛越9000公里來到香港，卻沒有想過打工，反而與太太創業做小本生意，「我都唔知點解嗰陣會做生意咁傻！」兩人選址西貢開意大利雪糕店，「因為我媽媽個男朋友識整雪糕，所以我先學到。就算你喺雪糕店度做，意大利師傅都唔會教你，會一邊整一邊遮住，驚你steal the jobs（搶了工作）！」不過，製作意大利雪糕成本高昂，最貴的是機器，由40萬元到過百萬元都有，「嗰陣無錢呀！用啲機唔好，搞到啲雪糕好快溶晒！」加上港人只喜歡在夏天吃雪糕，他當時不懂任何營銷策略，曾在冬天試過一天只有40元生意，最終開業6年決定結業，Jacopo笑言：「嗰陣覺得，嘩，終於執笠！好開心！好大壓力呀！」 同鄉熟客Max變金主 打本百萬元創「Jacomax」 經營雪糕店期間，Jacopo最大的得著是認識了顧客Max，後來成為同鄉摯友。Max因受店中的音樂吸引而與Jacopo打開話匣子，「我鍾意啲weird music（奇怪音樂），又會播Pink Floyd，佢咁啱又鍾意，所以我哋係因為音樂而識，都唔係好關雪糕事！」2011年，Max提議他開設薄餅店，更向他打本100萬元，「Jacomax」從此誕生，首間分店落戶上環。 請薄餅師傅甩碌 自學親身上陣： 我本身讀Chemisty 資金、地點俱備，獨欠製作薄餅的秘訣，「做Pizza師傅係最緊要！」Jacopo與Celine是餐飲業初哥，為炮製最正宗薄餅，特地從意大利聘請兩名師傅，怎料錯漏百出，「佢哋真係好奇怪！有一個試過焗緊個Pizza，跟住走開咗，去咗食煙，唔記得咗個Pizza，就burnt out（燒焦）咗囉！」Jacopo索性親身上陣，邊做邊學，「我本身係讀Chemisty（化學系），可以諗到啲formula（配方）」，又找來原本退休居住意大利的父親一同幫忙。 鎮店皇牌蘋果藍芝士薄餅 源自意式甜品 Jacomax的薄餅堅持即叫即烤，主打薄脆餅底。愛玩的Jacopo除了專攻意大利人「死穴」菠蘿薄餅，「蘋果藍芝士薄餅」也是皇牌：薄餅加上一塊塊蘋果後，中間加入古崗佐拉芝士，鹹甜交融。Jacopo指，靈感源自意大利由蘋果和芝士製成的傳統甜品，「我就諗，咦其實香港人都好鍾意食甜嘢，試吓擺落個Pizza度囉！」 業主不再企硬終減租：因為而家economy食屎！ 口碑成為Jacomax的最強宣傳策略，先後於上環、銅鑼灣、將軍澳開分店，近日更逆市擴張到尖沙嘴美麗華商場。風光背後曾經歷重重危機，Jacomax約2017年一度進駐灣仔軒尼詩道，「嗰陣諗住咁近巴士站，一定ok啦！」卻慘遭滑鐵盧，雖然人流多，但店面太小，翻桌率有限，同時因貴租長期虧本，「在香港創業要非常小心」。 Jacopo續指，於香港創業並不需要擔心人流，租金才是最大的敵人，「existing landlord will not give you cheaper（現舖業主不會願意減租），所以比較容易的是結業然後change the place（重新選址）」這正是不少餐廳會選擇在原址結業，然後在同區找尋另一舖位重新開業的原因。不過，近年香港經濟轉差，Jacopo認為業主態度不再「企硬」，「而家就肯減啦！因為而家economy（經濟）『食屎』！」 生意慘跌六成：人人都去travel 客人又全部relocate 疫情期間Jacomax仍然出現人龍，卻差點捱不過通關，「2023嗰陣係好慘呀大佬！」生意額暴跌至少六成，「人人都去travel（旅遊）喇！啲客人又全部relocate（移民），同埋同landlord講叫佢平啲，landlord don't care啦！唔會幫你！」然而，Jacopo卻從未想過止蝕離場，「要放棄太容易了，如果你要放棄隨時都可以。假如你不是KOL、你不出名、又不帥，就像我一樣，你永遠不知道何時會有機會，當你有機會時就必須盡全力」。 鬼佬學講廣東話創50萬點擊：呢個language好搞笑 有危反而有機，Jacopo將創意發揮到宣傳上。一年前他創立YouTube頻道「Jacopo Only Friends」，主打「鬼佬學講廣東話」為主題製作影片。其中一條紀錄Jacopo到本地牛腩店挑戰以廣東話落單的影片，至今已突破50萬點擊，「我好鍾意講廣東話，因為呢個language（語言）好搞笑」。 開餐廳又開media：重點不是Pizza Jacopo以往曾接受不同媒體訪問，包括杜汶澤的《喱騷》，「這讓我發現媒體是很有影響力，可以散佈一些訊息，你可以（透過媒體）接觸到幾萬人，如果你只是一間薄餅店，你何時才會接觸到這麼多人？媒體可以讓我接觸到本身不認識的客人，讓他們認識我」。他形容這是現今在香港創業的秘訣，「重點不是Pizza、食物，現在你必須要開餐廳的同時亦要設立media（媒體）」。設立頻道後亦令其生意額回升至疫情前的水平。 人情味「箍客」：你服務的是客人 不是食物 頻道宣傳吸引新顧客，Jacopo的「箍客」秘訣則是店裡的人情味，「你開餐廳，標榜食物比其他人好，這其實是應份的，你開餐廳食物當然要好；反而是human connection（與人連結），同時亦要be fun（好玩）、more creative（創意）」因此Jacopo非常重視員工的態度。有員工曾在客人用餐期間，用手指拍一拍手錶暗示夠鐘埋單，令Jacopo大怒，心想：「What the fxxk are you doing!」，那個客人也反映不會再光顧，「當然！如果是我都不會再光顧！......你服務的是客人，你不是在服務食物，human touch is the most important（人情味最重要）」。 盼做餐飲凝聚社群：connect the dots Jacopo最近成為亞洲品牌及營銷論壇（MarketingPulse）和亞洲電子商貿論壇（eTailingPulse）的講者之一。論壇由香港貿易發展局舉辦，邀Jacopo與同業分享營銷之道。在演講那天，J他身穿鮮黃色襯衫，在一眾講者當中格外耀眼，也貫徹創業15年的心得。「在香港，各式各樣的餐廳都有。要脫穎而出，就必須be more playful、more creative（好玩、創新）。做餐飲是Hospitality（接待業）之一，就是要與人接觸，我希望最終可以connect the dots and create a community（創立社群），當喜歡我和Jacomax的image（形象），我們就可以形成社群」。
Associated Press
20-03-2025
- Business
- Associated Press
MarketingPulse and eTailingPulse Attract More Than 1600 Industry Professionals
- Some 80 industry elites discuss marketing trends and cultural innovations - uncovering ASEAN opportunities and embracing AI possibilities The MarketingPulse and eTailingPulse conferences ran in parallel at the Hong Kong Convention and Exhibition Centre (HKCEC) today, attracting more than 1,600 industry professionals from 22 countries and regions About 80 expert speakers from around the world presented at some 30 sessions, InnoTalks and digital marketing and e-tailing workshops, as well as the 'Meet the Leaders' dialogue series Mainland e-commerce giants shared insights on how to target the rapidly growing and increasingly influential Gen Z market and the female-driven 'she economy' HONG KONG - March 20, 2025 ( NEWMEDIAWIRE) - The Hong Kong Trade Development Council (HKTDC) staged the parallel MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre (HKCEC) today, running under the theme Inspiring Possibilities. This year's conferences featured approximately 30 sessions, InnoTalks, digital marketing and e-tailing workshops as well as the 'Meet the Leaders' dialogue series, attracting more than 1,600 industry professionals from 22 countries and regions. In her welcoming remarks, HKTDC Executive Director Margaret Fong said: 'Changing market conditions and consumer behaviour and rapidly emerging trends are part of what makes operating in the marketing and e-commerce ecosystems exciting, enabling them to evolve and grow for the better. It is up to us all to ride this wave of transformation with agility, coupled with a healthy dose of tenacity and grit. One of our main goals in organising MarketingPulse and eTailingPulse is to encourage industry players to understand and embrace the latest developments and trends to help them achieve their marketing and e-commerce aims.' This year, some 80 international cross-industry leaders joined the conferences to explore the latest trends and innovative strategies in brand marketing. Key topics in five highlight areas included the application of data and artificial intelligence (AI), the integration of art, music and culture in marketing strategies, and the rising importance of inclusive marketing with a focus on neurodiversity. Another highlight of the event was an in-depth discussion on the development potential of the ASEAN and halal markets, and an analysis of the impact of the single-person household trend on consumer behaviour and marketing approaches. Speakers shared insights on market dynamics, effective strategies and successful case studies, and had the opportunity to explore unique perspectives to help them uncover cross-disciplinary opportunities. Data and AI innovation Accurate customer data analysis not only helps to strengthen a company's image but is also crucial for fulfilling brand promises and maintaining a competitive edge in a crowded market. In a captivating presentation, Nikkia Reveillac, Director (Global) of Consumer Insights at Netflix (2021-2024), explored how to leverage data to drive comprehensive brand innovation from the inside out. She emphasised that the key to customer loyalty is to understand the customers by transforming data into insightful perspectives. 'It's about having a deep curiosity to understand the customer, in order to understand the deeper customer motivation and unspoken needs. Breakthrough brilliance doesn't always require companies to create something new; small improvements can take a bigger role in making a bigger difference to the customer,' she said. As AI technology matures both locally and globally, it is rapidly reshaping the marketing and branding landscape. Prof Darren Thayre, Head of Innovation for Global Strategic Initiatives at Google and Brian Hui, Managing Director, Head of Customer Propositions and Marketing for Wealth and Personal Banking (WPB) Hong Kong at HSBC, offered insights into innovative applications of AI, turning imagination into opportunities, and how brands can leverage AI to craft compelling brand narratives, enhance storytelling and design breakthrough campaigns. Seizing e-commerce opportunities in the ASEAN market The diversified economic landscape of the ASEAN region has emerged rapidly in recent years. Hong Kong businesses are demonstrating significant advantages in tapping into opportunities within this market, helped by government initiatives announced in the latest budget. HKTDC Research presented the full report of its study, " ASEAN e-Commerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products", at today's event. Galvin Chia, the HKTDC's Principal Economist (Asian and Emerging Markets), led a session at eTailingPulse to offer an in-depth analysis of consumer behaviour and market trends among consumers in six key ASEAN markets. Nick Chiu, Head of Sales, SME & Growth of Airwallex, joined the session and shared his view about the ASEAN market. He remarked: 'Success in ASEAN e-commerce comes from understanding local markets, optimising cross-border collections and payouts, and partnering with trusted providers to reduce friction, build trust, and scale efficiently across the region.' Mainland China market targets Gen Z and the 'she economy' The e-commerce market in Mainland China is booming and leading the world. The conferences focused on the increasing purchasing power of Gen Z consumers and the 'she economy' that is dominated by female consumption patterns. E-commerce giants Meituan and POIZON target high-priced consumer goods and have launched multiple strategies aimed specifically at Gen Z customers. Chen Yi-Fang, Head of Meituan Le Life Business Department, said: 'Happiness-driven entertainment consumption is the new trend for Gen Z. They like to utilise different online platforms and use AI to discover new interests and make cost-effective purchases.' He added that Meituan engages with Gen Z through intellectual property (IP) crossovers. Music economy, celebrities and influencers build distinct brand image Hang Seng Bank's Chief Marketing Officer Jordan Cheung to offer insights into how collaborations between brands and celebrities can attract potential customers and unleash the influence of the brand through the 'music economy'. Cheung explained that music is a unifying force that could connect with people from all walks of life. 'By integrating music into the brand's core, we're able to implement this into our marketing campaigns and establish emotional connection with our customers,' he said. 'Music and event sponsorships, partnerships with co-organisers and curating unique experiences with celebrities has enabled us to attract and engage with customers. This has had a positive impact on our overall brand image.' Celebrities and stars are a magnet for public attention, which is why many brands invite artists to support their promotional activities. In recent years, many artists have started to leverage their fame to transition into influencers. Grace Chan, another successful actress-turned-influencer, shared her personal experiences operating on both traditional and digital platforms and revealed her secret to becoming a successful content creator. Several other local and overseas marketing experts shared their insights at the event, including Matthew Li, Head of Brand and Marketing at DECATHLON Hong Kong; Fabien Vallérian, International Director of Arts & Culture at LVMH's Maison Ruinart; Joseph Chen, Director of Culture at Eaton HK; Tony Chen, Director of Public Affairs at Taobao & Tmall Group; and Vishal Salunkhe, Vice President, Head of Commercial at Carousell. Expanding the industry's business potential The conferences featured an exhibition area at which more than 40 marketing services and e-commerce solutions suppliers showcased a wide range of high-quality products and services to participants from Hong Kong and abroad, offering them the chance to gain the latest market intelligence and learn best practices directly from industry leaders. Datawords was one of the exhibitors at this year's Pulse events. Its APAC CEO, Christophe Jourdain, said: 'Our main objective for joining the events is to better understand the marketing trends in Hong Kong and the Greater Bay Area, and to network and meet potential partners. We also want to know what questions exhibitors and attendees have in terms of market trends and their marketing approach. We've made business contacts at the events today. They come from Mainland China, France and Australia. We also had several business matching meetings with companies from Hong Kong and Korea whose businesses are relevant with ours.' More than 160 business matching meetings were arranged during the conferences, helping attendees to discuss opportunities with some of Asia's top marketers, agile agencies and leading e-commerce experts. Industry support facilitates interaction, conferences remain online MarketingPulse and eTailingPulse were supported by a several organisations and industry associations, including the Association of Accredited Advertising Agencies of Hong Kong, Guangdong Live Streaming Electronic Commerce Association, the Hong Kong Federation of E-Commerce, Hong Kong Federation of Live Commerce, Hong Kong Public Relations Professionals' Association, IAB Hong Kong and PRHK. Industry professionals will be able to access the online MarketingPulse and eTailingPulse platforms from tomorrow, 20 March, until 19 April, offering participants the opportunity to revisit both events and take advantage of many different features. Websites Photo download: Media enquiries Please contact the HKTDC's Communications & Public Affairs Department: HKTDC Media Room:
Yahoo
20-03-2025
- Business
- Yahoo
MarketingPulse and eTailingPulse attract more than 1600 industry professionals
Some 80 industry elites discuss marketing trends and cultural innovations, uncovering ASEAN opportunities and embracing AI possibilities The MarketingPulse and eTailingPulse conferences ran in parallel at the Hong Kong Convention and Exhibition Centre (HKCEC) yesterday, attracting more than 1,600 industry professionals from 22 countries and regions About 80 expert speakers from around the world presented at some 30 sessions, InnoTalks and digital marketing and e-tailing workshops, as well as the "Meet the Leaders" dialogue series Mainland e-commerce giants shared insights on how to target the rapidly growing and increasingly influential Gen Z market and the female-driven "she economy" HONG KONG, March 20, 2025 /PRNewswire/ -- The Hong Kong Trade Development Council (HKTDC) staged the parallel MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre (HKCEC) yesterday, running under the theme Inspiring Possibilities. This year's conferences featured approximately 30 sessions, InnoTalks, digital marketing and e-tailing workshops as well as the "Meet the Leaders" dialogue series, attracting more than 1,600 industry professionals from 22 countries and regions. In her welcoming remarks, HKTDC Executive Director Margaret Fong said: "Changing market conditions and consumer behaviour and rapidly emerging trends are part of what makes operating in the marketing and e-commerce ecosystems exciting, enabling them to evolve and grow for the better. It is up to us all to ride this wave of transformation with agility, coupled with a healthy dose of tenacity and grit. One of our main goals in organising MarketingPulse and eTailingPulse is to encourage industry players to understand and embrace the latest developments and trends to help them achieve their marketing and e-commerce aims." This year, some 80 international cross-industry leaders joined the conferences to explore the latest trends and innovative strategies in brand marketing. Key topics in five highlight areas included the application of data and artificial intelligence (AI), the integration of art, music and culture in marketing strategies, and the rising importance of inclusive marketing with a focus on neurodiversity. Another highlight of the event was an in-depth discussion on the development potential of the ASEAN and halal markets, and an analysis of the impact of the single-person household trend on consumer behaviour and marketing approaches. Speakers shared insights on market dynamics, effective strategies and successful case studies, and had the opportunity to explore unique perspectives to help them uncover cross-disciplinary opportunities. Data and AI innovation Accurate customer data analysis not only helps to strengthen a company's image but is also crucial for fulfilling brand promises and maintaining a competitive edge in a crowded market. In a captivating presentation, Nikkia Reveillac, Director (Global) of Consumer Insights at Netflix (2021-2024), explored how to leverage data to drive comprehensive brand innovation from the inside out. She emphasised that the key to customer loyalty is to understand the customers by transforming data into insightful perspectives. "It's about having a deep curiosity to understand the customer, in order to understand the deeper customer motivation and unspoken needs. Breakthrough brilliance doesn't always require companies to create something new; small improvements can take a bigger role in making a bigger difference to the customer," she said. As AI technology matures both locally and globally, it is rapidly reshaping the marketing and branding landscape. Prof Darren Thayre, Head of Innovation for Global Strategic Initiatives at Google and Brian Hui, Managing Director, Head of Customer Propositions and Marketing for Wealth and Personal Banking (WPB) Hong Kong at HSBC, offered insights into innovative applications of AI, turning imagination into opportunities, and how brands can leverage AI to craft compelling brand narratives, enhance storytelling and design breakthrough campaigns. Seizing e-commerce opportunities in the ASEAN market The diversified economic landscape of the ASEAN region has emerged rapidly in recent years. Hong Kong businesses are demonstrating significant advantages in tapping into opportunities within this market, helped by government initiatives announced in the latest budget. HKTDC Research presented the full report of its study, "ASEAN e-Commerce opportunities: Insights on Consumer Behaviours and Positioning of Hong Kong Products", at the event. Galvin Chia, the HKTDC's Principal Economist (Asian and Emerging Markets), led a session at eTailingPulse to offer an in-depth analysis of consumer behaviour and market trends among consumers in six key ASEAN markets. Nick Chiu, Head of Sales, SME & Growth of Airwallex, joined the session and shared his view about the ASEAN market. He remarked: "Success in ASEAN e-commerce comes from understanding local markets, optimising cross-border collections and payouts, and partnering with trusted providers to reduce friction, build trust, and scale efficiently across the region." Mainland China market targets Gen Z and the "she economy" The e-commerce market in Mainland China is booming and leading the world. The conferences focused on the increasing purchasing power of Gen Z consumers and the "she economy" that is dominated by female consumption patterns. E-commerce giants Meituan and POIZON target high-priced consumer goods and have launched multiple strategies aimed specifically at Gen Z customers. Chen Yi-Fang, Head of Meituan Le Life Business Department, said: "Happiness-driven entertainment consumption is the new trend for Gen Z. They like to utilise different online platforms and use AI to discover new interests and make cost-effective purchases." He added that Meituan engages with Gen Z through intellectual property (IP) crossovers. Music economy, celebrities and influencers build distinct brand image Hang Seng Bank's Chief Marketing Officer Jordan Cheung to offer insights into how collaborations between brands and celebrities can attract potential customers and unleash the influence of the brand through the "music economy". Cheung explained that music is a unifying force that could connect with people from all walks of life. "By integrating music into the brand's core, we're able to implement this into our marketing campaigns and establish emotional connection with our customers," he said. "Music and event sponsorships, partnerships with co-organisers and curating unique experiences with celebrities has enabled us to attract and engage with customers. This has had a positive impact on our overall brand image." Celebrities and stars are a magnet for public attention, which is why many brands invite artists to support their promotional activities. In recent years, many artists have started to leverage their fame to transition into influencers. Grace Chan, another successful actress-turned-influencer, shared her personal experiences operating on both traditional and digital platforms and revealed her secret to becoming a successful content creator. Several other local and overseas marketing experts shared their insights at the event, including Matthew Li, Head of Brand and Marketing at DECATHLON Hong Kong; Fabien Vallérian, International Director of Arts & Culture at LVMH's Maison Ruinart; Joseph Chen, Director of Culture at Eaton HK; Tony Chen, Director of Public Affairs at Taobao & Tmall Group; and Vishal Salunkhe, Vice President, Head of Commercial at Carousell. Expanding the industry's business potential The conferences featured an exhibition area at which more than 40 marketing services and e-commerce solutions suppliers showcased a wide range of high-quality products and services to participants from Hong Kong and abroad, offering them the chance to gain the latest market intelligence and learn best practices directly from industry leaders. Datawords was one of the exhibitors at this year's Pulse events. Its APAC CEO, Christophe Jourdain, said: "Our main objective for joining the events is to better understand the marketing trends in Hong Kong and the Greater Bay Area, and to network and meet potential partners. We also want to know what questions exhibitors and attendees have in terms of market trends and their marketing approach. We've made business contacts at the events. They come from Mainland China, France and Australia. We also had several business matching meetings with companies from Hong Kong and Korea whose businesses are relevant with ours." More than 160 business matching meetings were arranged during the conferences, helping attendees to discuss opportunities with some of Asia's top marketers, agile agencies and leading e-commerce experts. Industry support facilitates interaction, conferences remain online MarketingPulse and eTailingPulse were supported by a several organisations and industry associations, including the Association of Accredited Advertising Agencies of Hong Kong, Guangdong Live Streaming Electronic Commerce Association, the Hong Kong Federation of E-Commerce, Hong Kong Federation of Live Commerce, Hong Kong Public Relations Professionals' Association, IAB Hong Kong and PRHK. Industry professionals will be able to access the online MarketingPulse and eTailingPulse platforms from today until 19 April, offering participants the opportunity to revisit both events and take advantage of many different features. Websites MarketingPulse: eTailingPulse: Photo download: Media enquiries Please contact the HKTDC's Communications & Public Affairs Department: Katy Wong Tel: (852) 2584 4524 Email: Jane Cheung Tel: (852) 2584 4137 Email: HKTDC Media Room: About HKTDC The Hong Kong Trade Development Council (HKTDC) is a statutory body established in 1966 to promote, assist and develop Hong Kong's trade. With over 50 offices globally, including 13 in Mainland China, the HKTDC promotes Hong Kong as a two-way global investment and business hub. The HKTDC organises international exhibitions, conferences and business missions to create business opportunities for companies, particularly small and medium-sized enterprises (SMEs), in the mainland and international markets. The HKTDC also provides up-to-date market insights and product information via research reports and digital news channels. For more information, please visit: Follow us on @hktdc and LinkedIn View original content to download multimedia: SOURCE Hong Kong Trade Development Council Sign in to access your portfolio
Associated Press
13-03-2025
- Business
- Associated Press
MarketingPulse and eTailingPulse Return on 19 March
- Global experts gather for in-depth discussions on key industry issues - unlocking ASEAN opportunities, AI and culture-driven marketing - This year's MarketingPulse and eTailingPulse conferences will be held on 19 March under the theme Inspiring Possibilities, bringing together global marketing and e-commerce experts to share forward-looking insights and practical experiences and offer inspiration and actionable strategies to attendees - The conferences will explore cutting-edge trends and innovative strategies in marketing, including the application of data and AI, the integration of art, music and culture in marketing strategies, and the rising importance of inclusive marketing with a focus on neurodiversity - Another highlight will be an in-depth discussion on the development potential of the ASEAN and halal markets, and the untapped potential of pet KOLs in shaping effective branding and merchandising and creating strong emotional connections with audiences - An impressive roster of cross-disciplinary marketing leaders and industry pioneers will share their expertise at the conferences, including: - Nikkia Reveillac, Director (Global), Consumer Insights at Netflix (2021-2024) - Prof Darren Thayre, Head of Innovation, Global Strategic Initiatives at Google - Prof Dr Thomas Girst, Global Head of Cultural Engagement, BMW Group - Fabien Vallérian, International Director of Arts & Culture at LVMH's Maison Ruinart - Tony Chen, Director of Public Affairs at Taobao & Tmall Group - Tina Zhao, Marketing Director, Global Business Solutions, Xiaohongshu - Edward Bell, General Manager, Brand, Insights and Marketing Communications, Cathay Pacific Airways - Yi-Fang Chen, Head of Leisure and Beauty Business Department, Meituan - Jordan Cheung, Chief Marketing Officer, Hang Seng Bank - Matthew Li, Head of Brand and Marketing at Decathlon Hong Kong HONG KONG - March 13, 2025 ( NEWMEDIAWIRE) - The Hong Kong Trade Development Council (HKTDC) will host the 2025 MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre (HKCEC) on 19 March. A premier event on the Asia-Pacific marketing and e-commerce landscape for many years, this year's conferences are bringing together close to 80 global elites from diverse industry sectors, including influential marketing experts, economists, retail giants, brand strategists, advertising and PR professionals and e-commerce leaders. Attendees will have the opportunity to explore forward-thinking market dynamics, emerging trends, innovative marketing strategies and compelling success stories. Themed Inspiring Possibilities, the conferences aim to turn visionary ideas into actionable strategies and spark cross-disciplinary collaboration. This year's event will cover a variety of marketing hot topics including leveraging data and artificial intelligence (AI) to drive innovative marketing strategies; integrating art, music and culture into brand marketing to explore new frontiers; embracing neurodiversity to foster more inclusive marketing perspectives; capturing opportunities in the ASEAN and halal markets; empowering the 'she economy' in Mainland China; and using innovative AI solutions to enhance competitiveness in this new market segment. Experts explore data-driven innovation in marketing The conferences will feature heavyweight speaker Nikkia Reveillac, Director (Global) of Consumer Insights at Netflix (2021-2024), in a session titled 'From Insights to Breakthroughs: Unleashing Innovation through Customer Insights'. Ms Reveillac will draw on her experience at Netflix, Twitter and Colgate-Palmolive to share how data-driven insights can ignite innovation. Analysing e-commerce opportunities in the ASEAN market As one of the world's fastest-growing regions, ASEAN offers huge economic potential. The diverse economic landscape is leading to the rapid mainstream adoption of e-commerce across the region. Galvin Chia, HKTDC Principal Economist (Asian and Emerging Markets), will present key insights from a research report that explores consumer behavior and market trends across ASEAN countries, including Singapore, Thailand, Malaysia, Vietnam, the Philippines and Indonesia. This session will also provide participants with valuable insights into ASEAN consumers' perceptions of Hong Kong brands, as well as practical strategies to successfully navigate this dynamic market and harness the opportunities of its thriving e-commerce sector. Representatives from local consumer brands, leading e-commerce platforms and cross-border e-commerce payment services – all of which have already achieved notable success in the ASEAN market – will share their experiences and proven strategies for businesses looking to expand into ASEAN and capitalise on the region's growing opportunities. AI-driven digital transformation and boosting the 'she economy' As AI technology continues to advance, its applications in marketing and brand promotion are driving significant innovation and breakthroughs. Prof Darren Thayre, Head of Innovation and Global Strategic Initiatives at Google, will join Brian Hui, Managing Director and Head of Customer Propositions and Marketing for Wealth and Personal Banking (WPB) at HSBC Hong Kong, to present a session titled 'Journey to the AI Era: Unleashing Digital Transformation Potentials'. The speakers will provide a strategic overview of the current state of AI, offering insights into its impact on brand and marketing strategies and exploring how to leverage AI to drive transformation, address challenges, create innovative strategies and reshape industry standards. In addition, Tony Chen, Director of Public Affairs at Taobao & Tmall Group, will share insights into the 'she economy' – the increasingly powerful impact of female shoppers and women entrepreneurs, and illustrate how AI technology is helping to offer personalised shopping experiences and elevating customer service standards in his session 'Empowering the She Economy: Leveraging AI Innovations for Enhanced E-commerce Marketing on Taobao & Tmall'. Integrating art, culture and music into brand promotion The intersection of art, culture, music and business is unlocking new opportunities for brand marketing. Prof Dr Thomas Girst, Global Head of Cultural Engagement at the BMW Group, has led the company's cultural initiatives since 2003, including BMW's collaborations with various artists to create multiple BMW Art Cars, while UOB Hong Kong has run the annual UOB Art in Ink Awards since 2017 to discover local artistic talents, encourage artistic innovations and rejuvenate time-honoured Chinese artistic traditions. In a session titled 'Art & Culture for Global Brand Marketing: Forget the Cliché Gallery Sponsorship', Prof Dr Girst and Marietta Li, Head of Strategic Communications, Brand and Customer Insights, Hong Kong and Taiwan, UOB and Director of the UOB Art Academy, will join marketing and branding experts from renowned international brands Maison Ruinart and Ovolo Hotels to explore innovative ways to redefine the role of art and culture in global brand marketing, challenge traditional marketing paradigms, and share effective strategies for communicating brand values and stories through artistic development and cultural engagement. In a session titled 'The Soundtrack of Success: Decoding the ROI of 'Music Economy for Harnessing Brand Power'', ChillGOOD TV founder Leo Ku will join forces with Jordan Cheung, Chief Marketing Officer at Hang Seng Bank, and Kenny Sham, General Manager (Hong Kong & Macau) at Klook, to share insights on music marketing, examine the evolvement and commercialisation of Ku's music platform, and explore how brands can leverage on music to engage with customers and optimise their marketing return on investment. How neurodiversity marketing sparks emotional resonance In today's evolving marketing landscape, Joseph Chen, Director of Culture at Eaton HK, is committed to advancing social inclusion and fostering diverse development. Mr Chen will be joined by Jake Posner, Founder and Creative Director of the fashion brand No One True Anything – widely recognised for turning dyslexia into a source of creative strength – and Kevin Chesters, a neurodiversity advocate and marketing practitioner, for a discussion titled 'Brains in Bloom – Cultivating Neurodiverse Marketing Landscapes. They will explore how brands can craft their narratives through innovative marketing strategies that embrace a neurodiversity perspective. Participants will discover how different approaches can foster deep emotional connections with neurodiverse audiences while championing the value of diversity in society. Connecting with Gen Z consumers Join representatives from Beijing Tong Ren Tang, POIZON, Taobao Papahome and Meituan to discover how traditional brands can revitalise their image through innovative concepts and appealing to youthful trendsetters in Mainland China. Supporting start-ups and fostering a new generation of entrepreneurs is a key priority for the HKTDC. In the 'Meet the Leaders' Dialogue Series', Matthew Li, Head of Brand and Marketing at Decathlon Hong Kong, will share valuable insights into how the brand has been successful in earning the loyalty of Hong Kong consumers. Joining him, Frankie Chow, Founder of CLS Holiday, will discuss the creation and commercial success of Asia's first 'mystery box travel tour', while Jacopo Contiero, Founder of Jacomax & Jacopo Only Friends, will showcase his innovative cross-industry promotional strategies. This session will provide the audience with fresh perspectives on incorporating surprise and creativity into branding, offering practical inspiration for businesses aiming to stand out in a competitive market. In addition, local celebrity Natalie Tong will share her experience as she transitions from television actress to successful entrepreneur and her journey in personal brand building, while Grace Chan will share on her journey from being a successful actress to becoming a prominent KOL. The conferences will feature an exhibition area showcasing more than 40 exhibitors from Hong Kong and across the Asia-Pacific region, including Datawords Hong Kong and Kantar Hong Kong, offering the latest market intelligence, marketing and e-tailing solutions. Practical workshops on digital strategies will feature industry experts sharing actionable skills and insights that can help to boost market competitiveness. Participants can also engage in networking sessions and the one-to-one business matching service offered by the HKTDC. This unique service is designed to create new collaborations and unlock untapped opportunities tailored for attendees' growth and success. 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