LIVESTREAM ACCESS for Ashley Dudarenok’s China Digital Marketing Masterclass: China E-commerce 2021 [22nd June]

Learn about the latest changes in Chinese consumers behaviour and their e-commerce habits all from the most recent 618 case studies to bring your China e-commerce presence to the next level in 2021



In comparison to the rest of the world, China's retail is one the most digitalised and by the end of H1 2020 there were 749 million online shoppers in China. According to the latest data, Taobao, Tmall, JD and Pinduoduo already own 15%, 14%, 9% and 4% of the global e-commerce market respectively. Covid-19 further fueled the digitalization of sales channels. It has become a new normal for Chinese consumers to seamlessly purchase products by using the social+e-commerce model. If you want to get a better understanding of how different e-commerce ecosystems work in China and have an actionable plan to succeed in China's top market places, this masterclass is for you.



I am setting up this China Digital Marketing Masterclass to help you understand how to establish your presence on e-commerce platforms and what trends you need to watch to thrive in China. 

We will talk about:

  • The latest changes in Chinese consumers' behaviour and their shopping preferences
  • China’s major e-commerce platforms overview: Tmall and JD
  • How to win on Tmall in 2021
  • A guide to succeeding on JD in 2021 
  • Selling on niche and social market places in China in 2021 (Pinduoduo, Kuaishou, RED, Douyin, WeChat) 
  • Strategies and case studies on China’s e-commerce platforms



  • All new modules equipped with only the latest insights 
  • Real-time interactive delivery with case studies and examples
  • An interview with TP partner 
  • Networking opportunities with fellow China marketing managers 
  • A certificate upon completion 
  • A video recording of the virtual masterclass 

The outcome of this masterclass is to help you understand how e-commerce platforms work in China in 2021-2022, which platform is the best for your business and what it takes to succeed in China's e-commerce in 2021.



  • Date: 22nd June, Tuesday
  • Time: 6-9:30 pm Shanghai time (12-3:30 pm Berlin time and 6-9:30 am New York time)
  • Platform: Zoom
  • How do I join?

Step 1: Scroll to the bottom of the page. Click “Register Now” and pay for the course. You will receive a confirmation email and one of our team members will contact you within a day.
Step 2: One week before the livestream, you’ll receive a private livestream access link.
Step 3: Within 48 hours of the end of the livestream, you will receive a link to a video recording of the class and the presentation slides that you will have lifelong access to.



  • Q1: Do I need to record it? 

No. We will share the recording of the masterclass with you after the session. 

  • Q2: What language is it delivered in? 

The course is delivered in English.

  • Q3: How much does it cost? 

The standard price is US$ 298 for the livestreamed class, handouts and materials. For corporate offers, please contact Natalia at 




Ashley's Masterclass is a "Must Attend" for anyone involved directly or indirectly to strategic decision on business development and marketing planning at any level.” -- Alberto Antinucci


“Great Masterclass!To the Point and practical which makes it easy to Transfer and implement to one's own strategy! ” -- Anja Freudenberg, Cavendish & Harvey Confectionery 


“Great insights, case studies and very practical examples. Very enjoyable and productive.” -- Bernard Cheng, The Brown–Forman Corporation



Ashley is a renowned China marketing expert, thought leader, entrepreneur, bestselling author, keynote speaker, and vlogger. She has lived and worked in Greater China for over 15 years. She founded a China-focused social media agency, Alarice, and has worked with some of the world’s biggest brands. Her China insights and training company ChoZan, the business school for digital marketing in China, has trained teams around the world at major corporations in the art of digital marketing in China. Ashley is a LinkedIn Top Voice in Marketing and an Asia-Pacific Top 25 Innovator.






This masterclass covers the following 3 modules and 2 interviews. Each session is designed to be actionable as possible, so there will be practical group activities after each session. 



This module will cover today’s big picture of Chinese e-commerce especially for Tmall and, and focus on the most updated 2021 618 shopping festival important consumer data and insights. The consuming trends reflected by 618 shopping festival will also be included. We can also dive into the major consumer group changes and what they are buying during this 618 and why they buy the products.

  • Overview of Chinese e-commerce landscape in 2021

  • 2021 Chinese newest e-commerce consumer trends during 618 Festival

  • 2021 newest consumer groups and profiles



In this module, we will focus on how to help brands improve Tmall performance. Introduce the latest marketing functionality of Taobao and demonstrate how to make good use of it through examples. Improve store traffic through: beautify store pages, buy ad space, and improve search rankings, etc. Make good content marketing and drive traffic for Tmall stores during e-commerce festivals.

  • The latest and greatest marketing updates for Tmall

  • Top 5 techniques to improve your Tmall store performance

  • How to do successful content marketing on Tmall

  • How to drive traffic during shopping festivals

  • Tmall Global new policies and marketing events

  • A practical step by step checklist for 2021



This module will introduce different types of social e-commerce and briefly state the development and new trends. Brands (DTC) and KOLs/KOCs interact directly with consumers in brand-run WeChat groups and achieve sales conversion through the brand's own platform or WeChat mini programs.E-commerce platforms make good use of social functionality to achieve consumer growth.

  • China social e-commerce overview: development, types and new trends

  • Social e-commerce DTC(direct to consumer): 

    • What makes mini program e-commerce an important channel for brands?

    • How can brands achieve rapid growth with the help of mini program e-commerce?

  • Social e-commerce group buying

    • The layout of e-commerce giants group buying social e-commerce products (Little goose pin pin, Taobao special edition, Jingxi, etc.)

    • Jingdong group buying attract traffic for stores

  • Checklist for Social e-commerce



“It was a great masterclass and learned a lot. About the future marketing it seems almost scary how many possibilities and planning will be needed.” -- Carl Malmberg, Micro Mobility


“Very informative. Real life cases. A benefit in every way!” -- Stefanie Chiu, Li & Fung


“I’ve had the opportunity to listen to many speakers and I have to confess Ashely is extraordinary. She emits great energy on stage and shares that with the whole audience. Also her presentations are very informative. She knows about the most up-to-date Chinese social media trends and which strategies are the most efficient.” -- Domen Jere, AI-Si Global Co-founder



Please contact Natalia at or +852 3563 7723 to get your Masterclass questions answered.


After the Masterclass, You will

More Testimonials

“Ashley is living the Disney brand! Thanks for the amazingly insightful, high-energy and entertaining strategy workshops! ” -John Sinke,Hong Kong Disneyland

“A deep dive into China’s digital economy and how the marketplace ticks. Lots of case studies, tips and tricks. Excellent on so many levels!” - Neerja Sujanani, Plus Group

“Great masterclass, loaded with highly relevant examples and brilliantly delivered. A must for anybody that wants to market in mainland China.” - Erwan Thomassain, Genesys

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