The Hong Kong Trade Development Council (HKTDC) successfully concluded its annual MarketingPulse and eTailingPulse conferences at the Hong Kong Convention and Exhibition Centre, attracting more than 1,700 industry professionals from 22 countries and regions. The events, held under the theme "Generate New Growth," explored how digital technologies, particularly artificial intelligence, are reshaping e-commerce and brand marketing strategies.
Sophia Chong, Executive Director of HKTDC, noted that rapid advances in digital technologies allow e-commerce to reshape the market landscape, transforming how businesses reach consumers, transact, and scale. She emphasized that AI-driven personalization and social commerce present significant opportunities for growth.
Industry experts highlighted the importance of AI in redefining digital commerce. Terry Li, Vertical General Manager of Smart Retail at Tencent, stated 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 lies in combining creative direction with understanding product advantages and emotional storytelling.
Quick commerce emerged as a key trend, with Patrick Zhang, Senior BD Manager of Amazon Global Selling, pointing out that the next phase of globalization depends on how quickly brands understand local consumer needs. Yatong Qiu, Vice President of Taobao & Tmall Group at Alibaba, highlighted agile merchandising and speed-oriented approaches to cater to demand for instant gratification. A session titled "Decoding the Gateway to ASEAN" offered strategies for entering the ASEAN market, with Luca Barni, SVP Commercial at Lazada Group, sharing practical experiences.
Visionary insights from brand leaders underscored the shift toward experience-driven models. Pauline Brown, former Chairman of LVMH North America, delivered a presentation on "Aesthetic Intelligence," illustrating how sensory management and design thinking elevate brand value. Haijun Wang, CEO of Atour Lifestyle Holdings, emphasized that emotional value and authentic customer advocacy are crucial for sustainable brand growth. JinHee Lee, COO of Olive Young, showcased how the brand leverages omnichannel operations and data-driven marketing to build international competitiveness. Krzysztof Andrzej Kowal, Global Retail Design Director at YSL Beauty, shared how physical stores can become "temples of experience" by blending current trends with brand culture.
Creative social content was also a focus, with actor Ng Siu-hin and Meta's Kenie Kwok discussing engagement strategies on Threads. Content creator Mayao shared disruptive social media tactics for marketing. Award-winning creative Stephen Rogers from Droga5 explored the symbiotic relationship between human creativity and AI in the session "Creativity & AI: Human vs Artificial Mind."
The events featured nearly 30 exhibitors in the new "e-Commerce Connect" showcase, along with workshops and 170 one-on-one business matchmaking sessions. Video on Demand access is available until April 19. For more information, visit the MarketingPulse website or the eTailingPulse website.
