Retail to China Without Being There

An online program for retail executives to grasp new opportunities in the world’s largest consumer market digitally without the traditional market entry investments.


Program overview

This summer learn and exchange ideas with leading experts on how to retail to China without being there.

This new 4-week online program includes live access to the leading academics and practitioners in the field on global retail, focusing on China.

By taking this program, you will prepare yourself and your company and its brand to thrive in the new normal after COVID19. Learn about the opportunities and how to take advantage of them in the largest consumer market in the world. Understand better how to build and position your brand digitally in China, the largest digitally-driven market in the world. Bolster your strategy with both the newest concepts and existing technologies. Penetrate the China and Asia markets without the traditional market entry investments.

Who should attend:


Retail, direct to consumer and business development executives seeking to prepare for the new retail industry opportunities


Senior executives and entrepreneurs seeking to drive revenues and navigate through crises


Agency executives who advise clients on new retail strategy in the new environment


Professionals and other executives who want to leapfrog the competition in the post-COVID19 environment

Key Features

  • Understand the global business and retail landscape after COVID-19, challenges and opportunities
  • Know the Chinese digital ecosystem and retail structure
  • Grasp opportunities using China’s retail innovation
  • Access Chinese consumers digitally
Our vision
  • Drive revenue by selling to the biggest market – China and beyond to Asia.
  • Strategize with existing technologies
  • Differentiate your brand through digital transformation
  • Dive into Direct to Consumer channels and tactics
  • Learn from real brands and cases

Program Curriculum


Module 1: OVERVIEW: Current Retail Landscape – Understand the New Norm after COVID19

  • Chinese economy and globalization: before and after COVID-19
  • COVID19 impact on consumers and how it permanently changed consumer behaviors
  • Challenges and opportunities for brands
  • Individual / Company Project

Module 2: SELLING: Sell to the World’s Biggest Market – China and Beyond to Asia, by E-commerce

  • New Retail and E-commerce landscape post-COVID-19
  • The state of Alibaba and winning strategy on Alibaba
  • Opportunities in the Chinese market and appeals to Chinese consumers
  • Selling and branding strategies on, Little Red Book and Pinduoduo
  • Offline Stores and their comeback

Module 3: BRANDING: Connect Brand with Consumers – Innovative Channels of Brand Building and Consumer Engagement

  • Unleash the power of social and mobile media for creative brand building: Wechat, TikTok, Digital Tribe, Content, Crowd Wisdom, Social Diffusion, etc.
  • Adding sales horsepower: livestream, KOL, KOC
  • World-class Chinese digital companies and winning strategy
  • Influencer marketing and livestreaming
  • Individual / Company project presentation and discussion

Module 4: RETAIL INNOVATION: Redefine Retail – Adopt New and Existing Concepts and Technologies for Opportunities

  • Direct-to-consumer brands in the world
  • New store format, including small fulfillment stores and no-contact stores
  • Recent retail innovation from China and use of technologies, such as AI, Machine Learning, Big Data and IoT
  • Strategic foresight, redesigning for fluid organizations
  • Case studies of foreign brands in China
  • Intra-relationship between online and offline

Fee & Discount

*Participants who complete all four modules will get alumni discount towards another program by CKGSB Americas

Selected Faculty

Baohong Sun

Dean's Distinguished Chair Professor of Marketing

Director of the CIM Center

Associate Dean for CKGSB Americas and Global Programs
PhD, University of Southern California

Areas of Expertise:

Big Data Marketing, Consumer Behavior and Trends, Customer Relationship Management, Digital Branding and Marketing, Dynamic Structural Models and Interactive Marketing Mix, E-commerce, Pricing Strategy, Social Commerce

Professor Sun Baohong is the Dean’s Distinguished Chair Professor of Marketing and the Associate Dean for CKGSB Americas. She also directs CKGSB’s Customer Information Management Center. Prior to joining CKGSB in 2011, Professor Sun was Carnegie Bosch Professor of Marketing at the Tepper School of Business of Carnegie Mellon University. Professor Sun received her PhD from the University of Southern California in 1997 and BA from Renmin University of China.

David Roth


Areas of Expertise:

Global Branding, Retail, E-Commerce

David has a passion for retail, digital technology, eCommerce and brands. He is an authority on China where these forces are colliding fast.

He writes and lectures on China, brands, retail and technology around the world, author of several books and publications about brands and China.

David is an enthusiastic photographer with a mission to move from enthusiastic to good.

David is the CEO of The Store WPP, EMEA and Asia. The WPP Global Retail Practice.

David Bell

Co-founder, Idea Farm Ventures
Former Chair Professor of Marketing, Wharton
Direct-to-consumer brands advisor

Areas of Expertise:

Branding, Consumer Behavior, Consumer Information Processing and Psychology, Corporate Social Responsibility, Design and Structural Effects of Physical Environment, Innovative Business Models, Modern Philanthropy, Tencent

David is President and Co-Founder at Idea Farm Ventures (IFV), a consumer venture studio based in New York City. Prior to IFV, he had a 20-year academic career at the Wharton School where was a Chaired Professor, award-winning researcher and teacher, and developed Wharton’s first courses on digital marketing and e-commerce. David is an active seed investor in next-generation consumer and retail brands, including Bonobos (acquired by Walmart for $310m), Harry’s (acquired by Edgewell for $1.4b), (acquired by Walmart for $3.3b), Quidsi (acquired by Amazon for $545m) and Warby Parker (privately held), among numerous others.David speaks globally on digital marketing and e-commerce for clients including Alibaba, Google, Haier, Nike, and Ralph Lauren. He is also author of Location is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One, an authoritative book on how to win in the digital economy. His academic research is published in Journal of Consumer Research, Journal of Econometrics, Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, MIT Sloan Management Review and California Management Review. He is a recipient of the Frank M. Bass Outstanding Dissertation Award, POMS Applied Research Challenge First Place Award, WISE Overall Best Paper Award, three John D.C. Little Best Paper Finalist Awards, and two INFORMS Long Term Impact Finalist Awards, among others.David holds a Ph.D. from the Graduate School of Business and an M.S. in Statistics, from Stanford University, as well as an M.Com. (1st Class Honors) and B.Com. from the University of Auckland. He is a US Permanent Resident and New Zealand Citizen and resides in New York City.

Li Yang

Associate Professor of Marketing
PhD, Columbia Business School

Areas of Expertise:

Machine Learning, Bayesian Nonparametrics, Big Data, Choice Modeling, Text Mining, Recommender Systems

Dr. Li is Associate Professor of Marketing at Cheung Kong Graduate School of Business. He received a Ph.D. in Marketing from Columbia University, a M.S. in Biomedical Engineering from Columbia University, and a B.S. in Electronics from Peking University. His research focuses on big data marketing analytics, with emphases related to pricing, consumer choice, and competitive strategy. Professor Li has published on leading academic journals such as Management Science, Marketing Science, and Journal of Marketing Research. At CKGSB, Dr. Li teaches marketing management to MBAs, EMBAs and Executive Education. He has also consulted for Tencent, Baidu and Yonghui Groups, and currently holds a US patent.

Doreen Wang

CEO, Kantar China

Global Head of Brandz, Kantar Millward Brown

Areas of Expertise:

Global Branding, Marketing

Doreen currently leads the global BrandZ engagement across 51 countries, the launch of BrandZ Global Top 100 Most Valuable Brands, and the China, Brazil, India, Indonesia, Saudi Arabian, Spanish, UK and U.S. annual rankings. Doreen plays a leading role in providing branding consultancy services to top global companies and fast-growing companies in China. She is often invited as the plenary lecture speaker on prestigious forums including the UK House of Commons, Bloomberg News, Wall Street Journal and Cambridge Judge Business School.

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WPP is a creative transformation company and a British multinational communication, advertising, public relations, technology, and commerce holding company headquartered in London, England. It is considered the world’s largest advertising company, as of 2019. It is one of the “Big Five” agency companies.