The MarketingPulse and eTailingPulse conferences concluded at the Hong Kong Convention and Exhibition Centre, attracting more than 1,700 industry professionals from 22 countries and regions. Organized by the Hong Kong Trade Development Council (HKTDC), the events focused on the theme "Generate New Growth" as digital technologies continue to transform how businesses reach consumers and scale operations.
Sophia Chong, Executive Director of the HKTDC, emphasized that rapid advances in digital technologies are allowing e-commerce to reshape market landscapes. "From AI-driven personalisation to social commerce, the pace of change is unprecedented, and with this change comes significant opportunity," she said during her welcome address to delegates.
The conferences featured 30 thematic sessions exploring topics including growth strategies, e-commerce innovations, social media best practices, and cross-border market expansion. More than 85 e-commerce pioneers, brand leaders, and marketing experts participated in discussions about cultivating new growth in a rapidly shifting marketing ecosystem. Multiple industry experts highlighted the importance of artificial intelligence applications, with Terry Li, Vertical General Manager of Smart Retail at Tencent, noting that "AI is redefining digital commerce, and integrating AI into enterprise architecture properly is key to success."
Bruce Pan, Cross-border Industry Operations Manager of TikTok Shop US, added that competitive advantage will come from combining creative direction, product understanding, and emotional storytelling rather than simply generating content faster. The events also addressed the rise of quick commerce, with Yatong Qiu, Vice President of Taobao & Tmall Group at Alibaba, highlighting how brands can deploy agile merchandising strategies and speed-oriented approaches to meet modern consumers' desire for "everything, instantly."
As consumer markets pivot toward experience-driven models, brand leaders emphasized the growing importance of sensory management and design thinking. Pauline Brown, former Chairman of LVMH North America, delivered a presentation on "Aesthetic Intelligence," illustrating how sensory management can elevate brand value and customer experience. "While AI enhances efficiency, consumers care about brands creating authentic sensory pleasure," Brown said. "Only people can truly convey a clear, well-articulated vision that resonates with customers."
Haijun Wang, Founder and CEO of Atour Lifestyle Holdings, shared his philosophy on weaving lifestyle experiences into brand management, demonstrating how emotional value and authentic customer advocacy are becoming crucial differentiators. "In the experience economy, emotional value and authentic customer advocacy are becoming more important, making experience not only a point of differentiation, but also a source of sustainable brand growth," Wang explained.
The conferences also explored how younger generations are redefining brand relationships, with JinHee Lee, Chief Operating Officer of South Korea's Olive Young, sharing how the beauty brand leverages seamless omnichannel operations and data-driven marketing strategies to build international competitiveness. Krzysztof Andrzej Kowal, Global Retail Design Director at YSL Beauty, L'Oréal Luxe, discussed transforming physical retail spaces into storytelling canvases through the combination of design, story, and emotion.
Creative social content strategies were examined through multiple sessions, including discussions about platform engagement and authentic storytelling. The "Creativity & AI: Human vs Artificial Mind" session featured award-winning creative minds exploring how human imagination and intelligent technology can work symbiotically rather than competitively.
Beyond the main forums, the events introduced "e-Commerce Connect," bringing together nearly 30 local and international exhibitors showcasing one-stop e-commerce solutions. Industry experts conducted workshops on AI integration, cross-border market navigation, and brand influence elevation, while the organizer arranged more than 170 one-on-one business matchmaking sessions. The conferences received support from numerous industry organizations including the Association of Accredited Advertising Agencies of Hong Kong (HK4As) and the Hong Kong Internet & Ecommerce Association.
Video on Demand access for MarketingPulse and eTailingPulse is available through April 19, allowing industry professionals to revisit conference insights. Additional information about the events can be found through the MarketingPulse website and eTailingPulse website.
