Bridging Technology and Brand Innovation in China

BrandStar adopts a holistic approach to the branding and marketing industry, emphasising how technology is transforming and redefining established norms. With a focus on innovation, BrandStar is committed to advancing growth and driving progress within China’s branding landscape.

Our co-founder Andrew had the privilege to speak at the BrandStar Innovation Summit in Hangzhou—an event that served as an extraordinary platform to connect with leading Chinese brands, many of which are navigating or preparing for international expansion. The summit offered a unique opportunity to exchange ideas and build impactful collaborations to shape the future of global commerce.

During his presentation, Andrew explored strategies for scaling Shopify brands globally, emphasising the need to deeply understand and cater to the nuances of various markets. He highlighted key strategies such as targeting audiences strategically, tailoring products to suit local preferences, and engaging local ambassadors to establish strong relationships with new customers. Additionally, he led an insightful roundtable discussion on effective market entry strategies, enriched by valuable contributions from Ipsos and Inscoder, who shared key trends and practical tactics for driving international growth.

The three-day summit underscored the impressive sophistication of Chinese brands, not only through their compelling visual storytelling but also their advanced, data-driven approaches to business growth. Andrew observed a strong emphasis on achieving quick returns on investment, noting that there is potential for brands to balance this with more sustainable, long-term brand-building initiatives.

Andrew reiterated that Shopify Plus remains a powerful tool for global expansion, but he emphasised the necessity of a shift in mindset for brands aiming to succeed—treating ecommerce as a primary focus rather than an afterthought and prioritizing exceptional online experiences from the very beginning.