China’s Gen Z and millennial consumers seek novel products that stand out from the crowd, fueling a rapidly evolving culture of innovative “mega-collaborations” between brands.
While many brand pairings may appear extreme or even bizarre, such items are widely talked about, and their freshness and limited-time appeal can tempt young consumers to at least try new, (often affordably priced) products—which also make them attractive candidates for posting on social media, further helping to expand the reach of brands among that valuable demographic.
Register today to join the Jing Group on Tuesday, January 26 at 10 a.m. EST / 3 p.m. GMT / 11 p.m. China for a live webinar exploring “How Collaborations Are Defining Experiences in China”.
During the hour-long broadcast, presented by cross-cultural agency TONG, we’ll discuss why—from a consumer standpoint—brand collaborations continue to resonate and accelerate in China, and the value for all parties involved, including brands in and out of China collaborating together.
In our discussion, you’ll learn:
- The importance of collaborations for your 2021 China marketing strategies
- Distinct characteristics of China-focused collaborations
- How collaborations continue to be creative by driving forth creativity and innovation
- How brands can build upon collaborations with experiences—both digital and physical—and content for wider reach and greater impact
- Plus, ask questions and interact with Jing Group editors and guest speakers
This digital event is a continuation of Jing Group x TONG’s “Tracking the Trends for 2021” content series. All Registrants will receive a copy of our joint Jing Group x TONG white paper following the webinar’s conclusion.
After registering, you will receive an email confirmation containing information about joining the webinar
Enrique Menendez, editor in chief, Jing Daily
Enrique is a journalist who has worked for publications in London, Shanghai, and New York, including The Business of Fashion, Hypebeast, and Jing Daily. He specializes in B2B reporting on China and the streetwear market. In Shanghai, Enrique worked for West Bund Art & Design, a leading contemporary art fair, and served as managing director for elsewhere, China’s first independent print fashion publication.
Adam Knight, co-founder, TONG
Adam is a co-founder at TONG, an award-winning cross-cultural consultancy, creative agency and social commerce platform. Fascinated by people, culture and digital, TONG connects brands with China’s new generation of consumers and tastemakers. Adam regularly contributes to media reporting in outlets including the BBC, Financial Times, SCMP and Al Jazeera. Adam holds two first class degrees in Chinese and Internet Studies from the University of Oxford and is currently working on a PhD on the intersection of society, governance and technology in China.
Sky Canaves, editorial director, Content Commerce Insider (CCI)
Previously, Sky was a reporter for The Wall Street Journal in Beijing and Hong Kong, where she also served as the founding editor of the WSJ’s China Real Time. She has been an editor at SupChina and China Film Insider, and taught journalism and media law at the University of Hong Kong. Prior to becoming a journalist, she worked in the China corporate law practice of a major international law firm.
Feng Chen Wang, founder and creative director, Feng Chen Wang
Feng Chen Wang is a London based menswear brand that uses a combination of cultural inspirations and insightful narratives to create visionary and conceptual collections rooted in authenticity but always with a forward thinking functionality. Feng Chen Wang debuted at New York Fashion Week for Spring/ Summer 2016, earning a nomination for the LVMH Prize, and is now a celebrated fixture on the official London Fashion Week Men’s schedule. Feng Chen Wang collaborates with many international brands including Converse, Levis, and Pepsi.
Christina You, director of development, UCCA Center for Contemporary Art, Beijing
Christina is an art world professional based in Beijing. She currently serves the role as the Director of Development of UCCA Center for Contemporary Art, a global leading art institution with a ground- breaking museum operating model. With locations in Beijing, Beidaihe, and soon Shanghai, UCCA attracts more than 1 million visitors through its door annually. Since its founding, UCCA has distinguished itself among art institutions in China for the breadth of its global outlook. Each year, UCCA collaborates with artists, scholars, curators, lenders, and museums around the world to deliver a truly international program to audiences in China.
Ian Lu, founder, Notitle Ltd. Co.
Ian syncs international levels of quality and creativity with local insights and flair tailored for the China market. As the founder of Notitle Ltd., and Taste Maker Ltd., Ian offers 360° innovation plan for clients. Our multilingual, multicultural team straddles Strategy, Design and Project disciplines with the creativity and focus to excel at every level. Based in Shanghai, network spanning the globe bringing ideas, content and collaborators to play to create the perfect fit for each case. Prior to this, Ian was the Global Business Controller at Yoho, where he was the co-operator of fashion fair Yohood for 5 years. Ian also successfully launched Dazed China.
This production is presented by: TONG
TONG is a cross-cultural consultancy, creative agency and social commerce platform. We inform, communicate and connect brands with China’s new generation of influential consumers. As a team of bilingual experts, we are driven by research, innovation and passion for Chinese consumer culture. Our projects focus on surfacing unseen attitudes and behaviors, tracking emerging trends and harnessing market shifts in order to push into new creative and digital frontiers for organizations such as BAFTA, Chelsea FC, Estée Lauder, Heathrow Airport, and Fortnum & Mason.
About The Jing Group
The Jing Group, which includes Jing Daily, Content Commerce Insider, China Film Insider, MOVE THE MIND, Jing Travel, and Jing Culture & Commerce, is one of the most trusted English-language sources of news and information about global trends in culture, technology, and the business of luxury and fashion, including Chinese culture and commerce, for institutions, companies and professionals worldwide.