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L2 Clinic: China

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L2 Clinic: China


Friday, September 9, 2011 from 9:00 AM to 3:15 PM (EDT)

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Event Details

Year upon year of double-digit economic growth and urbanization has armed tens of millions of Chinese consumers with increasing disposable income and a voracious appetite for luxury goods. In 2009, China surpassed the United States as the world's second-largest luxury market, trailing only Japan. However, while several prestige brands have been operating in China for almost 20 years, most are still trying to determine how to best tap this enormous but complex opportunity.

The social media landscape in China is dramatically different from other markets. Industry leaders like Facebook, Google, YouTube, and Twitter are non-factors in the market, requiring even the most digitally adept brands to fundamentally adapt their social media strategies to local platforms like Baidu, Youku, Sina Weibo, and RenRen.

The L2 China Clinic will provide a framework for thinking about the overall opportunity in China for prestige brands and will explore the key digital players and strategies that lead to success.


The L2 China Clinic will bring together thought leaders from academia and industry, including China's leading social media platforms. This full-day workshop, set in the stunning Hearst Auditorium, will contextualize China's unique social media landscape and the opportunity for luxury brands.

Content will focus on best practices and emerging trends, culled from L2's industry-leading research in China, as well as first-hand expertise from Internet platform operators and social media professionals "on the ground" in China.

format & audience

This is an executive education session. The curriculum is designed for executives and managers from prestige brands and agencies who will benefit from greater knowledge of the China market.



9:00 Module 1: Perspectives on Disruption: China's Emergent Luxury Market

DAVID CAREY |  President, Hearst Magazines: "Welcome"

DOUG GUTHRIE  |  Dean, The George Washington University School of Business: “Opportunity in Perspective: Approaching China"

DUNCAN EDWARDS  | President & CEO, Hearst Magazines International: "Luxury Media in China"

MAUREEN MULLEN & SCOTT GALLOWAY  |  L2: "L2 Prestige 100: China"

10:30 BREAK

11:00 Module 2: Agility & Determination: Social Media & Search Platforms in China

SAM FLEMMING  |  Founder & Chairman, CIC: "Buzz & Brands in China's Social Media"

RAND HAN  |  Strategy Director,  Resonance China: "Critical Choices in China's Volatile Social Graph"

NET JACOBSSON  |  Board Member, P1: "Emerging Social Platforms: P1 Creates a Sticky Niche"

12:30 LUNCH

1:30 Module 3: Parsing Prestige in China: Case Studies & Best Practices

RICHARD HSU  |  Founder, h+: "Creative Authenticity in China"

VALERIE HOECKE  |  VP, Digital Experience & Commerce, Benefit Cosmetics: "Lessons Learned From Our China Launch"

CHRISTINE LU | Co-Founder & CEO, Affinity China: "Understanding the Affluent Chinese Consumer"

SAGE BRENNAN  | China Luxury Network: "Who Is Doing This Well?"



speakers Full list of speakers to be announced

China Luxury Network

Sage is co-founder of China Luxury Network, which jump-starts brands by providing connections to proven strategic and operational expertise on the ground in China. Sage has led development of L2's research and advisory platform in Asia and is a longtime media and Internet analyst in China, most recently based in Shanghai. Sage has a broad range of marketing, consumer research, market entry, and financial analysis experience, as both an advisor and a manager of entrepreneurial companies in China. Sage is a founder and curator of the Shanghai chapter of MobileMonday, with over 3,000 participants, and TEDxShanghai.

Sage was research director of Hong Kong-based hedge fund Pacific Sun Investment Management and chief representative of the firm's China operations, based in Shanghai. He was general manager of Shanghai-based Pacific Epoch, a boutique telecom and technology research firm, later acquired by Pacific Crest Securities. He contributed the weekly "This Week in China" column to Dow Jones' MarketWatch for two years, and remains a frequent commentator on China-related media and technology issues in print media and on programs such as CNBC's Asia Squawk Box.

A native of Boston, Sage holds both an MBA and an undergraduate degree in International Studies from the University of North Carolina at Chapel Hill, and harbors a lifelong passion for Mandarin and China.

  Hearst Magazines

David was named president of Hearst Magazines in June 2010. He is also a member of the board of directors of Hearst Corporation. During his tenure at Hearst, he was instrumental in the acquisition of more than 100 magazines in 14 countries from Lagardére SCA, which greatly expanded Hearst’s footprint in both the U.S. and internationally.

Prior to joining Hearst, Carey was group president at Condé Nast, where he oversaw that company’s media properties targeted to business and executive audiences. Carey led the print/digital startup of Portfolio and and, before that, was vice president and publisher of The New Yorker.

Among other honors, David was named industry “Publisher of the Year” by Adweek in 2011 and was selected by Folio as a member of its “Dream Team” of publishing executives. David serves on the Executive Committees of the American Advertising Federation and the Magazine Publishers of America. He is also a member of the CUNY Graduate School of Journalism Advisory Committee. David is a graduate of UCLA.

President & CEO
  Hearst Magazines International

Duncan Edwards is president and CEO of Hearst Magazines International, a unit of Hearst Corporation. Edwards is also executive vice president of Hearst Magazines and vice chairman of Hearst Magazines UK, Hearst’s publishing business in the U.K., and a member of the Board of Directors of Hearst Corporation.

As the largest U.S. publisher of magazines worldwide, Hearst Magazines International publishes more than 300 editions for distribution in more than 100 countries. Major titles include powerful brand equities like Cosmopolitan and ELLE, both international super-brands with more editions than any other women’s magazines in the world; ELLE DECOREsquireGood HousekeepingHarper's BAZAARPopular Mechanics; andSeventeen. In addition, Hearst Magazines International publishes other titles through joint ventures, including Men’s Health and Runner’s World in the U.K., Grazia andMadison in Australia, and The Robb Report in Russia and China. In Great Britain, a wholly-owned subsidiary, Hearst Magazines UK, publishes 24 magazines and 22 digital assets. Hearst Magazines publishes 20 titles in the U.S. 

From 2005 to 2009, Edwards was chief executive of NatMag, which publishes 20 magazines in the U.K., reaching 14 million adults. He joined NatMag in 1989 and served in various executive roles since then, including publisher of Companymagazine, director of business development and managing director.

During Edwards’ time at NatMag, the company grew from publishing nine magazines in 2000 to 20 in 2009, through a mix of launches, acquisitions and joint ventures. Its digital business expanded to include not only online versions of its major magazines but also the U.K.’s leading women’s interest portal,, and the leading consumer health website,

Edwards spent the early part of his career at Media Week Ltd. and holds a dual honors degree in geography and politics from Sheffield University.

Founder & Chairman

Sam is founder and chairman of CIC, the first and foremost provider of social business intelligence in China. Sam has been an important figure in China's digital (r)evolution for over 14 years, starting with, the first online payment platform in China.

Since founding CIC in 2004, he has steered the company into position as both thought and market leader in Chinese social media. Utilizing patent pending technology and over 100 staff, CIC’s tools and professional services have been helping businesses such as L’Oréal, Pepsi, and Nike convert the ‘chatter’ from the world’s largest, most active, complex, and fragmented digital market into business intelligence for more impactful communications and superior business performance.

Sam is regularly quoted on topics related to Chinese digital culture, social media, and the Internet by worldwide media sources including Businessweek, the Wall Street Journal, and Bloomberg TV. He is also a frequent speaker at events such as Open Web Asia, The Economist's Branding Roundtable, TEDx, SXSW, and Ad Tech. Additionally, Sam hosts the Interactive China series on iTV Asia and is a frequent contributor to Ad Age China. Considered the pioneer of social media in China, Sam’s blog is regarded as a "must read" source for timely information on IWOM, PR, and Internet marketing in China.

Scott Galloway HeadshotSCOTT GALLOWAY
  |  L2

Scott is the founder of L2, a think tank for digital innovation, and Clinical Professor of Marketing at the NYU Stern School of Business where he teaches brand strategy and digital marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested over $1 billion in U.S. consumer and media companies.

In 1997, he founded Red Envelope, an Internet-based consumer gift retailer (2007 revs, $100mm). In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 250 professionals in the United States, Europe and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under age 40 “whose accomplishments have had impact on a global level.” Scott has served on the board of directors of Eddie Bauer, The New York Times Company, Gateway Computer, and Berkeley’s Haas School of Business.

  The George Washington University School of Business

An expert in the fields of management, economic reform in China leadership, and corporate governance, Doug is the Dean of The George Washington University School of Business.

Previously, he served as Professor of Management at NYU Stern School of Business. Doug has been a trusted adviser of both multinationals and local Chinese companies and a student of China for some 25 years. He is the author of Dragon in a Three-Piece Suit: The Emergence of Capitalism in China, China and Globalization: The Social, Economic and Political Transformation of Chinese Society, and Social Connections in China: Institutions, Culture, and the Changing Nature of Guanxi. He is currently writing China’s Radical Transformation: Economic Reform, Global Integration, and Political Change in the World’s Largest Nation, which is an in-depth look at how China’s government-driven form of capitalism has successfully overcome traditional theories of development and helped China become the economic and political juggernaut it is today. In addition to NYU Stern, Doug has also taught at Harvard Business School, INSEAD, and the graduate schools of business at Stanford University, Columbia University, and Emory University. He received his B.A. in Chinese Literature from the University of Chicago and a Ph.D. in Organizational Sociology from the UC Berkeley.

Strategy Director
  |  Resonance China

In 2009 Rand founded Resonance China for which he won the "Internationalist Innovator of the Year" award.

He currently serves as Strategy Director, overseeing business development, client creative strategy, and general project management. Resonance is a digital consultancy that strategizes, plans, and manages client and partner China social media campaigns from the ground up. By understanding China's digital landscape and the behavior and profiles of its numerous fragmented channels, Resonance creates and implements actionable solutions derived from the unique balance of Brand goals, Chinese netizen engagement, and campaign resources.

Rand previously worked for Axciom and McCann Erickson in China before creating BA360 in 2005. Rand created the popular China advertising blog Littleredbook in 2008, and has spoken at UC Berkeley Asia Business Conference, served as a judge for the Global Effie Awards, served as panelist at the Effie Awards Social Media Roundtable, and is a member of the Meihua Online Advertising Hall of Fame.

VP, Digital Experience & Commerce
  | Benefit Cosmetics

Valerie has spent her career at interactive agencies dishing out advice and strategy to clients. She's finally getting a taste of her own medicine on the "client side" at Benefit Cosmetics. Fortunately, that medicine comes with a spoonful of sugar at prestige cosmetics brand Benefit, where the tagline is, "Laughter is the best cosmetic ... so grin and wear it." Valerie is in charge of Digital globally for Benefit, and leads the company's e-commerce sales channel across markets.

Founder & Creative Director
  |  h+

Born in Shanghai, Richard spent his first years in China and Hong Kong. In his teens, he moved with his family to France and Luxembourg. After studying architecture in the U.S., Richard developed his career in the areas of retail, advertising, branding, and design across the following global markets—U.S., Europe, Japan, and Asia.

In 2003, Richard returned to China to lead the opening of Wieden+Kennedy’s China office. In 2006, he opened the brand consultancy company [h+] in Shanghai, which focuses on China and China-related brands, talents, education.

Richard lectures regularly in the subjects of brand development and multi-disciplinary design at Columbia University, New York University, Tongji University, and the Central Academy of Fine Arts Beijing.

Board member
  |  P1

Net is a former Facebook executive, founder of Opportunistic Ventures and Playhopper, and board member of P1. Net has extensive experience with Internet and media companies in China through Maxthon, China's second-largest browser, Facebook (where he spearheaded Facebook's early China explorations), and P1, the exclusive network for young affluent Chinese.

Net is a frequent speaker and advisor on digital strategy, early Internet consumer technology, and emerging markets. Net is also an advisor to Crowdstar, Padworx Digital, and teh owner of the blog China Luxury Today.

Founder & CEO
  |  Affinity China

Christine has been involved in cross border China business for the past 15 years. She has spent the last several at the intersection connecting China and the U.S. via technology and cross border events.

Based on a network of China contacts and her need to stay connected and current with China, Christine launched a series of podcasts for Entrepreneur Magazine upon her return to the U.S. and used that base of content to found The China Business Network. She sold her stake in the company in early 2009 and went on her version of a “sabbatical” which included being an organizer of two [re]think conferences, two GeeksOnaPlane tours, launching TEDxShanghai (the first TEDx in China), co-organizing the first TEDxHonolulu, and getting pulled into an advisory role with (one of China’s largest video sharing sites), projects for  the Hawaii Tourism Authority, and  initiatives such as GeeksOnAPlane and the Startup Visa movement. Her newest obsession is a cross border company called Affinity China, a private network that combines high-touch and high-tech with one goal in mind: to provide access to unique luxury, lifestyle, and travel opportunities for its members as they venture beyond China.

Maureen_headshotMAUREEN MULLEN 
Research & Advisory Services
  |  L2

Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment bench- marking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.

Have questions about L2 Clinic: China ? Contact L2


Friday, September 9, 2011 from 9:00 AM to 3:15 PM (EDT)

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