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Singapore Masterclass Details

25 – 26 April 2019 (Sold out!)

More and more Singaporean businesses want to know how to attract Chinese consumers. For three years in a row now, Chinese tourists have been at the top of Singapore’s tourist arrivals and tourist spending scoreboards. In 2018, they drove Singapore’s tourist numbers to a record and contributed 26.8 billion SGD to the Singaporean economy. That makes them the biggest spenders visiting Singapore.

For B2C companies, a thorough knowledge of China’s business environment and consumer preferences open huge opportunities for growth. With Chinese social media at the heart of Chinese life and much of the mainland’s marketing, even smaller brands can dip their toe in the market while avoiding the risks of establishing brick and mortar stores.

Don’t miss your chance to explore new opportunities for your business by getting to know Chinese consumers better. Join us now to master China’s social media landscape! You’ll learn how to work with Chinese consumers, tourists and businesses a lot better. You’ll understand China’s unique digital landscape as well as its rapidly changing social media world, and learn how to use them to reach your audience in effective ways.

Together, we’ll dive into WeChat, Weibo and live streaming platforms like Douyin/Tik Tok and by the end of those two days, you’ll be a China marketing expert too. It’s going to propel your knowledge, skills and business acumen and push your career and business forward.

Source: IE Singapore

For registration enquiries, contact us at
Tel: +65 6423 0329

Singapore Masterclass Pricing Table

  • Singapore Masterclass

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

  • SGD990/Person

  • Before 5 Mar
    Register Date
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Early Bird

  • SGD1190/Person

  • 5 Mar to 27 Mar
    Register Date
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials
  • Standard

  • SGD1390/Person

  • 28 Mar - 24 Apr
    Register Date
  • Group Discount
  • 2 full-day access pass
  • Breakfast, Lunch, Tea Time
  • eCertificate of Participation
  • Workshop materials

Singapore Masterclass Agenda

25 – 26 Apr 2019 .  (9am – 5.00pm) .  Singapore

Singapore Masterclass Day 1

08 30 Registration
09 00 Welcome note
09 15

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
12 45 Lunch
13 30

Weibo – Winning on Weibo

  • Overview of Weibo for marketing
  • Weibo customization
  • Developing a solid content strategy: the 4-1-1 rule
  • Followers 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 alternative to major platforms: Douyin & Bilibili 
  • How to leverage the boom: China’s hottest 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

Singapore Masterclass Day 2



08 30


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 45

Morning break

11 00

How to Reach and Attract Chinese Tourists in Singapore

  • 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 the Chinese tourists
  • Group Activity: Create your own China tourists strategy

12 45


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 15

Afternoon break

15 30

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

17 00

Day 2 summary and final Q&A

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