Tribe Global’s Annual Meeting Shanghai 2015 – A view from the host agency Zenith by Flora Zhou
Monday 30 November 2015
Zenith Integrated Communication was extremely happy to host the 2015 Tribe Global Annual Meeting in Shanghai last month. On behalf of everyone at Zenith, I would like to express our thanks to all participating members for their support and hope that everyone had a great time in Shanghai.
I would like to present a general review and share our learning in organizing this annual meeting.
Tribe Global is an international organization, made up of companies with a broad range of skillsets including of advertising, digital, PR, media, experiential and branding. We wanted to attract top industry professionals from similar fields to share their different experiences and insights with participating Tribe members.
Our first speaker was Kitty Lun, former chairman of Lowe China and currently the Greater China head of Creative Shop at Facebook, who has over 30 years of experience in the advertising industry. She shared with us her insights on the marketing trends in the Chinese market, and the speed at which consumer behavior is changing.
New media is integrated to everything we do these days, therefore, we arranged a few pioneering CEOs in social media to speak, including Eric Loh from Bengjiujie and Darkley Xin from Dr. Wine. Eric discussed how social media was used among young users. Darkley talked about communication in the wine market and in particular through the use of social media. Both speakers demonstrated that social media has become a dominant communication channel in today’s Chinese market.
For those members who are in media, we invited Sean Huang from iWeekly, who talked about combining traditional media with new digital platforms. In China traditional print media is undergoing an evolution as an enormous number of people are using smart phones/pads. As a result, traditional newspapers or magazines are gradually disappearing. Video sharing platforms are also re-inventing new business and content models. Cory Yang from Youku introduced this and explained how Youku has developed new channels such as ‘Travel with Youku’ to attract more users.
To help members understand the real life operations of the digital industry in China, we purposely arranged business visits to major organizations related with social media and e-commerce. Ctrip and Alibaba were chosen to enable Tribe members to better see the huge opportunities surrounding China’s online market place. We arranged speakers from each company to give members more information about how their business operates, and how they continuously innovate and transform their business and operation models. We hope that through these speeches and visits, members could identify exciting new opportunities here in China.
However it wasn’t all about business.
We wanted our Tribe Global members to try many types of typical Chinese cuisine, to give them a real flavour of our country.
We also went to see the spectacular Impression West Lake Performance: in Hangzhou. This performance is all about a famous mythology in China –‘Legend of the White Snake’. It is the story about the love between human and snake demon. The performance not only shares Chinese tradition and cultural values, it also demonstrates how another major creative industry has evolved. The performance is a work by China’s famous film writer and movie director Zhang Yimou.
All in all Tribe Global’s annual meeting in Shanghai was an amazing experience.
Once again, on behalf of Chester Zhang, the Managing Director of Zenith Integrated Communications Ltd 哲基传讯and all members of Zenith, I am very glad all members enjoyed the trip and hope to see everyone coming back to our exciting country very soon.