In this issue, we spoke to Renata Thiébaut, award-winning e-commerce & Innovation executive and researcher & head of business intelligence at Web2Asia, about China's e-commerce game-changing concepts. Web2Asia is a Shanghai-based full-service digital marketing agency and award-winning Alibaba recommended E-Commerce Operation Tmall Partner ("TP") aka Trade Partner for Tmall, Tmall Global, JD, JD worldwide, Kaola & others providing digital strategy, online performance marketing and e-commerce setup and operations.

Listen and explore: 00:00​ Intro 01:26​ Discount coupons are not all mechanisms during Double 11 03:38​ Co-branding is a normal way of doing business in China but what to watch out for 05:00​ The most interesting Double 11 campaign in 2019 - livestreaming together with Kim Kardashian and Viya (薇娅) 06:02​ Co-branding with big designers 09:02​ Marketing calendar for e-commerce in China 12:10​ 2 things to keep in mind to succeed on Tmall 14:02​ Tips for cosmetic brands in particular 16:33​ ‘Pyramid of affiliation’ - 2 models to work with KOLs & KOCs 23:06​ Pros of informal type of live streaming 24:57​ Create a community and debate via live streaming 26:28​ Private Traffic: The future of personalized branding in China 30:26​ New competition created by Chinese brands 34:28​ Keywords in e-commerce for 2020 and 2021