Chinese Gen Zers’ financial concerns are changing where and how they shop on social channels. From deal hunting to virtual influence, what do brands need to know about the new realities of social commerce in the country – and where do the biggest opportunities for innovation lie?
Jack is the Commercial Director at TONG, a cross-cultural agency in London. He currently focuses on consultancy, marketing, and strategy for businesses working with Chinese customers and consumers. Jack is a China specialist, boasting ten years of experience working with and for brands and retailers, primarily focused on exporting and on attracting Chinese customers wherever they are in the world. He has held roles at the UK government's Trade Department, the China-Britain Business Council, and various private sector e-commerce and marketing positions.
Sarah is one of the co-founders of Red Digital, a digital marketing agency that helps brands connect with Chinese consumers in the Greater China region. With over 11 years of experience in e-commerce, social media, content creation, and creative AI technology, she is passionate about delivering effective and engaging marketing solutions for clients in various industries, such as hospitality, wellness, beauty, design, B2B, and property.
As a co-founder, she leads the strategy, business development, and innovation of Red Digital, which consists of three divisions: Red Digital China Agency, Red Digital Media Studio, and Red Digital Marketing Training Academy. She also leverages her online presence as a community builder and a social influencer, with over 30,000 followers across various Chinese and Western social media channels, to drive traffic and awareness for clients. Additionally, Sarah is a transformation coach who helps individuals and teams gain clarity, insight, and direction in their personal and professional growth.
Grace Mou (Yu Mou) is a highly creative marketing evangelist with more than 15 years of professional experience in China and Asia, serving international brands worldwide. At present, she is a trendspotter, forecaster, and brand strategist focusing on premium and luxury brands for lifestyle, culture, technology, sustainability, etc.
She started as an English teacher but has moved on to interdisciplinary areas, editing and translating architecture monographs and serving patrons in a vegetarian bistro while working in international marketing agencies, serving local and international brands on insights, design, and strategy. She is now based in Shanghai, China.
In her words, “My past years of ‘mass’ mutation have empowered me to see clarity in complexity with a savvy sense of culture and trends, expanding my horizon and deepening my thinking to help brands defy the odds in this ever-changing business world.”
