About the Program

A just-in-time program for retail executives to grasp new opportunities and achieve digital transformation

  • This summer learn and exchange ideas with leading experts on how to retail to China without being there
    This new 4-week online program, launching October 5, 2020, includes live access to the leading academics and practitioners in the field on global retail, focusing on China. 

    By taking this program, you will prepare yourself and your company and its brand to thrive in the new normal after COVID19. Learn about the opportunities and how to take advantage of them in the largest consumer market in the world. Understand better how to build and position your brand digitally in China, the largest digitally-driven market in the world. Bolster your strategy with both the newest concepts and existing technologies. Penetrate the China and Asia markets without the traditional market entry investments.

Key Benefits
  • Understand the global business and retail landscape after COVID-19, challenges and opportunities
  • Know the Chinese digital ecosystem and retail structure
  • Grasp opportunities using China’s retail innovation
  • Access Chinese consumers digitally
  • Drive revenue by selling to the biggest market – China and beyond to Asia.
  • Strategize with existing technologies
  • Differentiate your brand through digital transformation
  • Dive into Direct to Consumer channels and tactics
  • Learn from real brands and cases
Who Should Attend
  • Retail, direct to consumer and business development executives seeking to prepare for the new retail industry opportunities
  • Senior executives and entrepreneurs seeking to drive revenues and navigate through crises
  • Agency executives who advise clients on new retail strategy in the new environment
  • Professionals and other executives who want to leapfrog the competition in the post-COVID19 environment
  • Module 1: OVERVIEW: Current Retail Landscape - Understand the New Norm after COVID19
    • Chinese economy and globalization: before and after COVID-19
    • COVID19 impact on consumers and how it permanently changed consumer behaviors
    • Challenges and opportunities for brands
    • Individual / Company Project
  • Module 2: SELLING: Sell to the World's Biggest Market - China and Beyond to Asia, by E-commerce
    • New Retail and E-commerce landscape post-COVID-19
    • The state of Alibaba and winning strategy on Alibaba
    • Opportunities in the Chinese market and appeals to Chinese consumers
    • Selling and branding strategies on JD.com, Little Red Book and Pinduoduo
    • Offline Stores and their comeback
  • Module 3: BRANDING: Connect Brand with Consumers - Innovative Channels of Brand Building and Consumer Engagement 
    • Unleash the power of social and mobile media for creative brand building: Wechat, TikTok, Digital Tribe, Content, Crowd Wisdom, Social Diffusion, etc.
    • Adding sales horsepower: livestream, KOL, KOC
    • World-class Chinese digital companies and winning strategy
    • Influencer marketing and livestreaming
    • Individual / Company project presentation and discussion
  • Module 4: RETAIL INNOVATION: Redefine Retail - Adopt New and Existing Concepts and Technologies for Opportunities
    • Direct-to-consumer brands in the world
    • New store format, including small fulfillment stores and no-contact stores
    • Recent retail innovation from China and use of technologies, such as AI, Machine Learning, Big Data and IoT
    • Strategic foresight, redesigning for fluid organizations
    • Case studies of foreign brands in China
    • Intra-relationship between online and offline
Program Information
  • Format
    Online Live
    Self-Selective Module(s)
  • Date
    TBC (1 week/module)
  • Module Length
    1-3 hours/day, 3-4 days/module
  • Language
  • Tuition
    *Participants who complete all four modules will get alumni discount towards another program by CKGSB Americas
  • Certificate
    Must complete any three modules
  • Baohong SUN
    Dean's Distinguished Chair Professor of Finance;
    Director of the CIM Center;
    Associate Dean for CKGSB Americas and Global Programs, CKGSB

    PhD, University of Southern California
    AboutSun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean of Global Programs at CKGSB. She also directs CKGSB’s Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her Ph.D. from the University of Southern California in 1997 and B.A. from Renmin University of China.

    Her research focuses on rational and strategic consumer choices and dynamic structural models; dynamic and interactive marketing mix and customer information management; and, most recently, on modeling dynamic and inter-dependent consumer decisions on e-commerce and social media platforms.

    Professor Sun is the recipient of numerous awards for research and teaching, including the 2009 Finalist for John D.C. Little Best Paper Award at INFORMS, the 2006 MBA George Leland Bach Teaching Award, and the 2005 CART Research Frontier Award for Innovative Research at Carnegie Mellon University.

    She also serves on the editorial boards of Journal of Marketing Research, Marketing Science, and Journal of Marketing. Her extensive consulting experience includes work with major corporations including Bosch, Boy Scouts of America, Highmark Insurance, John Deer and IBM. An active contributor to media discussions on current business issues, Professor Sun’s research has been cited in The Economist, The New York Times,The Wall Street Journal, Time Magazine, and Bloomberg, among others.
  • David ROTH
    CEO, EMEA & Asia, The Store, WPP
    David Roth is CEO of The Store, the WPP Global Retail Practice, for Europe, Middle East, Africa and Asia. Mr. Roth started his career at the House of Commons, working for a member of the UK Parliament. He swapped the cut and thrust of politics for the cut and thrust of advertising. Joining Bates Dorland, he became main board Director for Strategy and Managing Director of the consulting and digital divisions. David was the CEO of the worldwide retail and technology center of excellence. He joined Kingfisher’s B&Q, one of Europe’s largest retailers, sitting on the main board of directors as UK and International Marketing Director. With extensive knowledge and experience of working in fast growth markets, David was part of the leadership team that took B&Q stores to Asia, opening branches in Taiwan, China and Korea, as well as in Russia, Poland and Turkey. He has lived in Shanghai and has been travelling to China for more than 18 years. David has authored a number of books and studies, including the “Retailing in a Recession” playbook series, “Brand China,” in “Green Business,” and “A History of Retail in 100 Objects,” a book and podcast series which he edited and narrated. He also co-wrote “The Thoughts of Chairmen Now: Wisdom and Insights from China’s Business Leaders and Entrepreneurs,” and is the Editor of “Leaders in the Hot Seat: Behind the Brands that Shape Lives and Build Value.” David also runs the seminar series, “The Future of Retail.” His latest book, “The Next Era of Digital Retailing,” was co–written with Steve Jones, a futurologist from Intel. A frequent broadcaster, speaker at international events and lecturer on management development programs for senior Chinese business leaders and entrepreneurs, David advises companies on their China strategy. He is a non-executive director of TFT, a non-governmental organization dedicated to sustainable production, and Chairman of the Centre for International Business and Management at Brunel University London and Queens’ College, University of Cambridge. He can be reached via email at david.roth@wpp.com (www.wpp.com) and followed on Twitter at @davidrothlondon. He blogs on brands, retail, technology and more at davidroth.com
  • David BELL
    Co-founder, Idea Farm Ventures
    Former Chair Professor of Marketing, Wharton
    Direct-to-consumer brands advisor
    David is President and Co-Founder at Idea Farm Ventures (IFV), a consumer venture studio based in New York City. Prior to IFV, he had a 20-year academic career at the Wharton School where was a Chaired Professor, award-winning researcher and teacher, and developed Wharton’s first courses on digital marketing and e-commerce. David is an active seed investor in next-generation consumer and retail brands, including Bonobos (acquired by Walmart for $310m), Harry’s (acquired by Edgewell for $1.4b), Jet.com (acquired by Walmart for $3.3b), Quidsi (acquired by Amazon for $545m) and Warby Parker (privately held), among numerous others.David speaks globally on digital marketing and e-commerce for clients including Alibaba, Google, Haier, Nike, and Ralph Lauren. He is also author of Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One, an authoritative book on how to win in the digital economy. His academic research is published in Journal of Consumer Research, Journal of Econometrics, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, MIT Sloan Management Review and California Management Review. He is a recipient of the Frank M. Bass Outstanding Dissertation Award, POMS Applied Research Challenge First Place Award, WISE Overall Best Paper Award, three John D.C. Little Best Paper Finalist Awards, and two INFORMS Long Term Impact Finalist Awards, among others.David holds a Ph.D. from the Graduate School of Business and an M.S. in Statistics, from Stanford University, as well as an M.Com. (1st Class Honors) and B.Com. from the University of Auckland. He is a US Permanent Resident and New Zealand Citizen and resides in New York City.
  • Yang LI
    Associate Professor of Marketing, CKGSB
    Yang Li is Associate Professor of Marketing at Cheung Kong Graduate School of Business. He received his Ph.D. from Columbia Business School and had taught undergraduate and MBA classes before coming back to China. His research focuses on big data marketing analytics, with emphases related to pricing, consumer choice, and competitive strategy.
  • Doreen WANG
    CEO, Kantar China
    Global Head of BrandZ™
    Doreen Wang is CEO of Kantar China and the Global Head of BrandZ™ at Millward Brown. She is a seasoned executive with 18 years’ experience in providing outstanding marketing and strategic consulting services for senior executives in Fortune 500 companies in both China and the US. Ms. Wang leads global BrandZ™ engagement across 45 countries, and the launch of BrandZ™ Global Top 100 Most Valuable Brands, China Top 100 Most Valuable Brands and Brazil, Indian, Indonesia and Mexico rankings. She leads a global research and marketing team with members based in the UK, US and six other countries building the BrandZ™ platform. Ms. Wang has often been invited to be the plenary lecture speaker at prestigious forums such as the UK House of Commons, NASDAQ, London Stock Exchange, Bloomberg News, Wall Street Journal and Cambridge Judge Business School. Ms. Wang translated the book Grow, by ex-P&G Global CMO Jim Stengel, into Chinese and wrote the chapter, “Brand Ideal in China.” Ms. Wang also plays a leading role in providing branding consultancy services to many C-suite clients of top global companies and local brands from fast-growing markets, including Intel, Tencent, LinkedIn, GE, Facebook, COFCO, Visa, Tiffany, ABI and Paypal. Ms. Wang started her career as a marketing manager for United Healthcare Group in New York, then moved into the global director role with GfK North America, followed by founding the consulting firm MarketNet Global. After joining Millward Brown China in 2008, Ms. Wang spent eight years helping global brands win in China and many Chinese brands expedite their globalization journey, including Haier, Hisense and Hainan Airlines.
  • WPP
    WPP is a creative transformation company and a British multinational communication, advertising, public relations, technology, and commerce holding company headquartered in London, England. It is considered the world's largest advertising company, as of 2019. It is one of the "Big Five" agency companies.
CONTACT: Michelle Yu yingyu@ckgsb.edu.cn
  • The Post-COVID19 World of Commerce – Leveraging “The New Retail” Mode
    CKGSB Americas presented a special webinar - The Post-COVID19 World of Commerce - with leading US-China retail expert Michael Zakkour.

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