Working Group: e-Commerce & Digital

Shanghai Office 2/F, Mayfair Tower, 83 Fu Min Road, Shanghai 200040, P.R.C.

Language: English

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Working Group: e-Commerce & Digital

THE SHIFT from marketplaces to social commerce and brand-owned solutions


The majority of the population in Mainland China, especially 3rd and lower-tier cities, directly jumped from no internet-connected devices to advanced smartphones. In this ecosystem, tech eCommerce giants like Alibaba and Jing Dong (JD) flourished, by making popular brands and products accessible to everyone, no matter their location.  However, the eCommerce market is evolving rapidly and the competition in it increased considerably. On the one hand, consumers started to demand customized experiences and communication, while on the other hand a higher competition put pressure on brands that now need to invest way more in marketing and get user data to provide a better service. This scenario is creating an interesting trend: a progressive shift to social commerce and standalone solutions, such as brand-owned websites and WeChat stores.




Andrea Lavezzoli

Sales & Marketing Director, Asia-Pacific

TLG Commerce



Andrea Lavezzoli is TLG Commerce’s Sales & Marketing director in Asia-Pacific, where he helps foreign and Chinese companies thrive online with custom eCommerce solutions and strategies. Digital markets enthusiast and travel fanatic, Andrea developed his professional career across Italy, The Netherlands, and China, turning the clash of cultures into a profitable instance for his clients.




Hugo Aguado

CEO, Asia-Pacific





Olivier Marescq

Head of Business InnovationChina

Pernod Ricard






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