Organised by the Hong Kong Trade Development Council (HKTDC), MarketingPulse and eTailingPulse successfully concluded at the Hong Kong Convention and Exhibition Centre (HKCEC). The premier annual e-commerce and brand marketing events drew a vibrant crowd of more than 1,700 industry professionals from 22 countries and regions, who gathered in Hong Kong to navigate the ever-evolving marketing landscape and redefine the blueprint for business growth.
Welcoming delegates to the conferences, Sophia Chong, Executive Director of the HKTDC, said: "Rapid advances in digital technologies are allowing e-commerce to reshape the market landscape, transforming how businesses reach consumers, transact and scale. From AI-driven personalisation to social commerce, the pace of change is unprecedented, and with this change comes significant opportunity. The theme for this year’s events, 'Generate New Growth', challenges us to seize these opportunities by exploring how fresh ideas, new technologies and bold strategies can power the next wave of momentum."
This year’s MarketingPulse and eTailingPulse staged 30 thematic sessions, with a comprehensive agenda exploring topics including growth leaders, e-commerce new horizons, cutting edge marketing dynamics, social media best practices, and PR disasters and opportunities. More than 85 esteemed e-commerce pioneers, brand leaders, marketing experts and innovative entrepreneurs from around the globe were invited to dissect the latest e-commerce innovations, global marketing trends and consumer opportunities. Multiple industry experts highlighted the importance of artificial intelligence (AI) applications and its latest trends. Terry Li, Vertical General Manager of Smart Retail, Tencent, noted that "AI is redefining digital commerce, and integrating AI into enterprise architecture properly is key to success. It will not destroy creativity; instead, it can inspire creativity and enable personalised customer experiences." Bruce Pan, Cross-border Industry Operations Manager of TikTok Shop US, added that the real competitive edge will lie not in generating more content faster, but in combining creative direction, understanding the competitive edges of products and emotional storytelling.
Today's consumers have an insatiable appetite for convenience and personalisation, compelling brands to accelerate the transformation of their e-marketing strategies. Patrick Zhang, Senior BD Manager of Amazon Global Selling, pointed out that the next phase of globalisation will be defined by how quickly and accurately brands can understand local consumer needs and translate data insights into high-quality growth. Yatong Qiu, Vice President of Taobao & Tmall Group, Alibaba, highlighted how brands and merchants can deploy agile merchandising strategies, real-time digital marketing and speed-oriented approaches to upgrade supply chains and streamline order fulfilment. The "Decoding the Gateway to ASEAN" session explored tactics for entering the ASEAN market, with speakers including Luca Barni, SVP, Commercial at Lazada Group, sharing battle-tested experiences for enterprises eyeing ASEAN e-tailing expansion.
As the consumer market pivots towards experience-driven models, "taste" and "perception" have become the ultimate battlegrounds for brand competitiveness. Pauline Brown, former Chairman of LVMH North America, delivered a presentation on "Aesthetic Intelligence", illustrating how sensory management and design thinking can elevate brand value and customer experience. Haijun Wang, Founder, CEO & Chief Experience Officer of Atour Lifestyle Holdings, shared his philosophy on weaving lifestyle experiences into hotel and lifestyle brand management. JinHee Lee, Chief Operating Officer of South Korea's Olive Young, shared the brand's journey from local flagship to a global powerhouse, showcasing how the brand leverages seamless omnichannel operations and data-driven marketing strategies. Krzysztof Andrzej Kowal, Global Retail Design Director at YSL Beauty, L'Oréal Luxe, discussed transforming physical retail spaces into storytelling canvases through the alchemy of "Design × Story × Emotion."
In an era saturated with content, brands and creators must rebuild emotional bridges through authenticity and storytelling. Actor Ng Siu-hin joined Kenie Kwok, Creative Strategy Lead at Meta, in a dialogue on "Threads for Consumer and Audience Engagement." The "Meet the celebrity dialogue series" invited actor and singer-songwriter Louis Cheung to share his creative odyssey. Content creator and MUSE TV founder Mayao shared his use of disruptive social media promotional tactics. Stephen Rogers, Group Creative Director at Droga5 from Ireland, explored the dynamic in the session "Creativity & AI: Human vs Artificial Mind."
Beyond the main forums, the events introduced a new feature, "e-Commerce Connect," bringing together nearly 30 local and international exhibitors. The organiser curated multiple networking events and arranged more than 170 one-on-one business matchmaking sessions. The Video on Demand pass for MarketingPulse and eTailingPulse is available from 20 March until 19 April. Related websites include MarketingPulse website and eTailingPulse website.
