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About Ashley

Ashley Galina Dudarenok is the world’s #1 China marketing blogger at AshleyTalks.com and runs Asia’s #1 entrepreneurship vlog on Youtube at AshleyTalksChina
  • World’s #1 China marketing vlogger: www.youtube.com/c/AshleyTalksChina.
  • Over 12 years of professional experience in mainland China and Hong Kong
  • A member of Alibaba’s Global Influencer Entourage
  • Works directly with a Tencent core founder
  • Fluent in Mandarin, Russian, German and English
  • Written for and featured in China Daily, Forbes, CNBC, Huffington Post, SCMP, Technode, Asia Times and more
  • Author of two #1 International Amazon bestsellers about marketing in China: “Unlocking the World’s Largest E-Market: a Guide to Selling on Chinese Social Media” and “Digital China: Working with Bloggers, Influencers and KOLs”.

KEY  TAKEAWAYS

Tapping the Market

Gain a deep understanding of the China eMarket and how to use social/digital marketing to tap into the market

T

Habits & Trends

Understand the habits and trends of the modern Chinese consumer

In-Depth Understanding

Form an in-depth understanding of the China digital media landscape and how it is different from the rest of Asia

Updates On China’s Tech Giants

Updates on China’s major digital platforms such as WeChat, Weibo, Alibaba, Tencent etc

Get Familiar With More China Digital Platforms

There’s more to China’s digital space than just WeChat, Weibo and Alibaba. Learn about MiaoPai, Yizhibo, Douyin, Yinke, Bilibili, Toutiao and more.

Key Opinion Leaders

Understand the importance of engaging different types of China KOLs to influence consumers at different stages of decision making. Learn how and how much to pay them to run effective social media marketing campaigns.

\

Target and Reach

Learn how to reach and attract Chinese tourists and consumers to your business’ product/service offerings

How You Can Benefit

From Novice to Expert

  • Become your organisation’s China marketing expert as not many have the knowledge and expertise
  • Gain insights into the future of digital/social media marketing, as China is leading in this respect
  • Receive a certificate from one of the top China Digital Marketing masterclasses, which would greatly aid your career development
  • Interact with and ask for guidance from one of the world’s top China marketing experts in close proximity

How Your Company Can Benefit

  • Better understand China’s ecosystem and how to navigate it
  • Your management will be able to understand the budget required to do marketing in China and the best way to distribute it across different channels
  • Manage agencies, subsidiaries and other outsourcing partners in China better, as you will have a deep knowledge of China, and won’t be easily fooled
  • Save money and avoid entering the market in the wrong way or doing the wrong type of marketing in China

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A Message From Ashley

Ashley talks about the great opportunities for European businesses to be marketed to China businesses, tourists, consumers, investors and students. She also tells you why you should attend this 2-day training.

Who Should Attend

It doesn’t matter if you have basic, intermediate or advanced knowledge of China Digital Media – there is so much to learn from this Masterclass!

The masterclass is relevant to both B2B and B2C businesses.

Any business professional, including but not limited to business owners, Agencies, SME & entrepreneurs, sales & marketing, sales & distribution, digital marketers, e-commerce managers, web managers, IT professionals who want to:

  • Bring in Chinese consumers, tourists, students and investors to your country.
  • Bring online stores cross border
  • Bring your products and services into the China e-commerce space and market
  • Create awareness and demand for your goods, services, properties and  education opportunities to the China market
  • Attract Chinese consumers already visiting and living in your country

You cannot afford to miss this rare chance to learn from the world’s #1 China marketing blogger and best-selling author of “Unlocking the World’s Largest E-Market: A Guide to Selling on Chinese Social Media” especially if you are from these industries: Tourism, Travel, Retail, Hospitality, the government sector and more.

TESTIMONIALS

Here’s what the attendees from the Malaysia and Singapore Masterclass had to say:

"Good sharing of channels, how to reach to Chinese audience and tracking efficiency"

 

Chief Marketing Officer
AirAsia BIG Loyalty

"Ashley has great understanding of China social media insights and also Chinese consumers’ behaviour on social media"

 

Managing Director
Dreamteam

"Very good training to understand the current trends in China which would help the team. The workshop has also opened my mind to think of more ideas."

 

Senior Manager Group Branding
EcoWorld

"I was inspired and impressed by Ashley on the potential and opportunities in China Market. I thought I knew a lot about the market, but Ashley shared even more that I never knew!"

 

Senior Executive Social Media
Genting

"Awesome workshop! Resourceful and useful insights from Ashley. Learned a lot that would benefit my work. Useful ideas and recommendations – definitely going to share with my China team!"

 

Assistant Manager Digital Marketing
Scholastic Asia

"It was a great learning experience from Ashley given her knowledge and exposure in China and other countries. Truly a good eye opener to China / Chinese culture and its amazing technology, especially on their social media. You can do almost everything through Wechat and Weibo. Ashley is also a great facilitator!"

 

Manager Group Branding & Communications
SP Setia

"It was excellent throughout - intense learning. Good interactions, great vibes, fantastic energy from the workshop. I definitely gained so many insights on China that are very actionable! "

 

Alicia Tiong
Saatchi and Saatchi

"The workshop was informatively and immensely useful and relevant."

 

Mohamed Razil
Temasek

"Ashley has made understanding the China digital landscape as simple and clear as possible. Topline dissection of each medium & how to plan campaigns are highly useful. Extensive knowledge provided - only challenge is to pick what's relevant for execution."

 

Gillian Wu
Total

"The trainer is very knowledgeable and shares her real-life experiences. She is lively and engaging which makes the workshop rather interesting."

 

Angeline Germaine Kwek
Frasers Property

"Useful workshop providing new information which can be shared with HQ PR team to improve social media and its approach. Really good trainer knowing her subject."

 

Petra Gauthry
RIU Hotels and Resorts

"The Workshop has enlightened me on China marketing especially in the area of Wechat and Weibo which we are not familiar with."

 

Noor Nanisza
Science Centre Singapore

"Good content shared. Clear and knowledgeable speaker with good energy. Good examples shared during the slides."

 

Michelle Ng
Harley-Davidson

OPPORTUNITIES FOR EUROPE

Europe and China have engaged in trade for thousands of years and that relationship has never disappeared. In October last year, China and the Netherlands agreed to enhance their bilateral cooperation and that will bring huge opportunities in many industries.

Chinese outbound tourism is booming and Europe remains one of the most popular destinations. Realizing this, in 2016, the Dutch Diplomatic Network in China started organizing Dutch Days throughout the country to help Chinese people learn more about Dutch food and culture.

For B2C businesses, millions of Chinese consumers are looking for high quality products and services. Even if you don’t have a base in China yet, you still have a chance to work with Chinese tourists who’ve chosen to travel to the Netherlands and the rest of Europe.

There are also lots of opportunities for B2B businesses. Chinese companies from a variety of industries, such as agriculture, electronics, chemicals and others, show a keen interest in establishing their presence in the Netherlands. Due to its central geographical location, stable socio-economic situation and favourable regulatory and tax regime, the Netherlands has become a primary location for European distribution centers or headquarters of Chinese companies. Being the third biggest European investment destination for Chinese companies, the Netherlands has an unique opportunity to be a mediator between China and other European countries.

Want to know how to effectively work with Chinese companies? Join us now to master China’s social media landscape! We’ll tell you everything you need to know at our in-depth training.

Sources taken from:

Source 1,  Source 2, Source 3

For registration enquiries, plesae contact:
Czarina Solomon
Regional Account Manager
czarinas@marketing-interactive.com 
Tel: +65- 8112-6351

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Amsterdam Masterclass Agenda

2 – 3 Dec 2019 .  (9am – 5.00pm) 

Amsterdam Masterclass Day 1 Details

  WORKSHOP DAY 1 (AMSTERDAM)
08:30 Registration
09:00 Welcome note
09:15

The China market, consumers & digital trends

  •  Overview of the China market
  • Modern Chinese consumers overview (1st, 2nd and 3rd tier cities)
  • Most desired product categories and reasons behind it
  • Overview of China’s marketing & sales channels
  • Group Activity: Understanding China
10:30 Morning break
10:45

WeChat – A 360° understanding of China’s most powerful social media platform

  • Overview of WeChat: messaging, groups, official accounts and payments
  • Driving followers to your WeChat
  • How to launch effective WeChat campaigns and what kind of content works
  • WeChat advertising options
  • Introduction to the WeChat mini programs
  • Cases and  best practices from B2C and B2B industries in Europe
12:30 Lunch
13:30

Weibo – Winning on Weibo

  • Overview of Weibo for marketing
  • Weibo customisation
  • Developing a solid content strategy: the 4-1-1 rule
  • Follower acquisition and development
  • Weibo’s newest features and future of the platform
15:30 Afternoon break
15:45

Looking beyond Weibo and WeChat

  • Introduction to short video, forums and live streaming industry in China
  • Cheaper alternatives to major platforms: Douyin & Bilibili 
  • How to leverage the boom: China’s hottest new platform – Toutiao
  • How to win on RED / Xiao Hong Shu
  • B2B marketing in China: discover Zhihu, Douban and Baidu Zhidao
  • Group Activity: Experience the difference
17:00 Day 1 summary and final Q&A

Amsterdam Masterclass Day 2 Details

  WORKSHOP DAY 2 (AMSTERDAM)
08:30 Registration
09:00

Social media campaigns and Chinese Key Opinion Leaders (KOLs) – How to run effective SMM campaigns

  • Strategise your campaign, set realistic budgets and KPIs
  • WeChat & Weibo campaign rules to watch out for
  • 3 types of campaigns that work on Chinese social media
  • Step-by-step guide to launch an effective campaign
  • Overview of KOL industry in China: 4 types of Chinese KOLs
  • What are Shuijun and how to avoid them
  • Find and audit your KOLs before promotion
  • 5 steps to an effective KOL promotion
  • Group Activity: Becoming the campaigns guru and KOLs master
10:30 Morning break
11:00

How to reach and attract Chinese tourists in Europe

  • Chinese tourist industry overview for marketers
  • Modern Chinese tourists: what do they want and how to sell it to them
  • Best way to market to travelling Chinese: KOLs, cross border ads, WOM
  • Is your shop ready? 3 things you can do now to double your sales from Chinese tourists
  • Group Activity: Create your own China tourists strategy
12:30 Lunch
13:30

How to build an effective CRM for China

  • Overview of WeChat and Weibo’s CRM functions
  • 3 steps to build a database of Chinese consumers
  • How to build CRM loyalty programs that work for China
  • Why you must have an excellent social CRM and customer service
  • Deep dive into the best practices
15:30 Afternoon break
15:45

How technology is setting a new reality in China and the world

  • Overview of Alibaba’s New Retail, JD’s Unbounded Retail and Tencent’s Smart Retail
  • 3 trends you can’t miss: retail as entertainment, unified channel, gamification
  • The future is now: pop-up stores, LST retail integrated, merging social media & retail
  • Case and best practices from B2C and B2B industries in Europe
17:00 Day 2 summary and final Q&A

Amsterdam Masterclass Pricing

  • Amsterdam Masterclass

  • Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Intro Launch Price

  • 1,599/Person

  • From now until 29 September
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Early Bird

  • 1,899/Person

  • From 30 September – 31 October
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Standard

  • 2,599/Person

  • 1 November onwards
    Validity Period
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials

More of Ashley’s Video Blog

Ashley Talks Supercut Episode 1 features a day in my life.

16 min

Six Common Mistakes that Brands Make on Social Media

7.05 min

Misconceptions about WeChat and Weibo

1 min 42 sec

Entry Strategies for Cross Border E-commerce

10 min 46 Sec

FAQ

Where and when will the masterclass be held?

  • Amsterdam, Netherlands: 2 –  3 December 2019

Masterclass will begin at 9.00am, with registration starting from 8.30am.

What’s the schedule?

View the agenda here

Is this masterclass suitable for me?

Yes. Anyone can attend and benefit from this masterclass as long as you’re keen on learning more about China’s eMarket and how to attract Chinese consumers.

Who’s the trainer? How many trainers will there be?

The 2-day masterclass will be conducted by Ashley Galina Dudarenok  (click Here)

How much does it cost to attend?

Full details on registration here

What payment modes are there?

Following forms of payment are accepted: American Express, Visa, Mastercard.

Your registration is confirmed and completed only after payment.

If you require payment by wire transfer, please drop us an email at event.info[at]marketing-interactive.com (replace at with @).

What is included in the 2-day masterclass registration fee?

Your registration fee covers the following::

  • 2 full-day access pass
  • AM/PM Refreshment Breaks, Networking Luncheon
  • Certification of Participation*
  • Workshop materials upon completion of online post-masterclass survey

eCertificate of participation

Upon successfully participating in 15 hours of training on digital marketing in China by Ashley Galina Dudarenok and Marketing magazine, you will receive an e-certificate of participation.

Is it free seating?

Yes, it is free seating.

Is there a group discount?

YES! Bring your colleagues and friends – China Digital Marketing workshop is open to anyone who is interested in entering the Chinese market or in attracting the Chinese consumer. Just take note of the Group Registration rules:

  • Group discounts will not apply for introductory launch tickets.
  • All members of the group must be registered at the same time. Discounts will not be applied retroactively.
  • Group discount rates are not offered on-site.
  • Group Registration Rates cannot be combined with any other offers.

Register as a group now

What if I cannot make it for the masterclass? Can I send a substitute?

You may send a substitute or make a replacement up to 1 week before the event. All such requests must be submitted by email to event.info[at]marketing-interactive.com (replace at with @). Requests must be made by the original registrant.

What if I can only make it for 1 day?

Unfortunately, only 2-day passes are sold. If you have special requirements, please drop us an email at event.info[at]marketing-interactive.com (replace at with @).

Do you accept attendees from other countries?

Yes! International attendees are welcomed.

I require a Visa to visit – can you prepare an invitation letter for me for Visa Processing purposes?

Definitely. After you have registered, send us an email requesting for the invitation letter, at event.info[at]marketing-interactive.com (replace at with @) with the information required in the invitation letter.

What is the dress code?

Business casual for all events, we recommend bringing a sweater with you..

Is there free Wi-Fi?

Free Wi-Fi will be provided if the hotel provides it.

Is the food halal?

Special Dietry Requirements & Halal Food

If you require special dietry requirements or Halal Food – please be sure to request from us at weikang@marketing-interactive.com

Will there be complimentary carpark coupons?

If the hotel provides complimentary car park coupons, it will be made available to you on a first come first served basis.

Will I receive the masterclass materials?

Upon successfully completing the 2-day workshop and a post-event survey, you will receive the masterclass materials alongside an e-certificate of participation.

Can I take photos or videos during the masterclass?

Yes you may take photos discreetly without the use of flash. Video recordings are not permitted.

How can I ask questions during the masterclass?

We like to keep our Masterclasses lively and casual. Feel free to ask questions by raising your hand to signal the trainer. When the trainer is ready to take your questions, he/she will then approach you.

Will I receive event updates?

We will send you periodic emails to update you on the agenda, event happenings and logistics. Please ensure you register with your preferred email address during registration.

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