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Join us at this webinar to experience the fascinating story of how hummel, one of the most iconic Danish fashion brands, managed to break through in the Chinese market and achieve strong growth while being true to its original brand DNA.
Bjørn Karlsen, brand director at Leaf Digital and one of the main driving forces behind hummel's success, will take you along on the journey from wrestling with distributor management, creating a relatable and authentic local brand image, running social and e-com channels to the all-important localized content production.
The webinar will also dig into the crucial question of how to create and support a long-lasting brand cycle in China, which is proving elusive for so many brands.
hummel 是丹麦最具标志性的时尚品牌之一，如何在中国市场突破并实现强劲增长，同时保持其原始品牌基因，这个引人入胜的故事将在我们的线上研讨会上为您呈现。
Leaf Digital 的品牌总监 Bjørn Karlsen 是hummel 成功背后的主要推动力之一，他将分享与分销商的故事，以及如何打造贴近本地文化的品牌形象，再到运营社交和电子商务渠道，还有至关重要的本地化内容制作的旅程。此次线上研讨会还将深入探讨如何在中国创立品牌并长久维护，这对于许多品牌来说都是难以实现的。
FORMAT
Online
TIME
June 18th, 15:00 – 16:00 (CN) / 9:00 am -10:00 am (DK)
PRICE
Member: Free; Non-member: RMB 150
Speakers
Bjørn Ingwar
Karlsen
Brand Lead & Partner at Leaf Digital
Bjørn Ingwar Karlsen has lived and worked in China for 15 years driving commercial success for Danish brands in the market. With a background that stretches across most aspects of working with branding in China, Bjørn has unique insights on how to run a foreign brand in China and avoid the many potential pitfalls. Currently, Bjørn is a partner at the Shanghai-Aarhus based digital agency Leaf Digital, where he is making sure clients are always on top of the developments in China’s fast-changing SoMe and e-commerce landscapes.
