Past Events
Thursday 25 October 2018

How to Grow your Business in China: Marketing and social media


Date and time: 

Thursday 25 October. Online at: 07:00-08.30 EDT (New York), 12:00-13:30 BST (UK), 19:00-20:30 CST (Beijing), 13:00-14:30 CEST (Europe)

If you are unable to attend the live session, you can still book on, and will automatically receive a recording of the event to watch at your convenience



The second in our series of three webinars, this event aims to convey critical information for academic publishers who want to grow their business in China. China is a big potential market for international publishers – in terms of a growing number of papers (for many years China has been the nation with the world’s second highest paper output after the US), but also with regards to a growing need for education and access to knowledge in the English language. That said, China is different from other key markets, due to specific regulations for content distribution (editorially, logistically) and for the use of internet resources (social marketing, SEO)

This webinar aims to help equip marketing and social media professionals with the skills and understanding needed to operate successfully in China

  • Branding & packaging: how/whether to adapt your brand and the brand of your products to the situation in China (e.g. translation of product names, creating special products/bundles for China)
  • Familiar tools in an unfamiliar market: how/whether to adapt the traditional channels of a marketing department (list management, email marketing, social marketing, print marketing etc) to the situation in China


Chair: Ms Zhao Chai,
Vice General Manager, KeAi OA Publisher
Biography: Chai Zhao joined KeAi Publishing (a joint-venture between Elsevier and China Science Publishing & Media) in March 2014 and in 2017 became Vice General Manager  She has worked in the journal publishing industry for 11 years.  Prior to joining KeAi, she worked as a Managing Editor leading two monthly journals over an 8 year period. She holds a PhD degree from Peking University in Pure Mathematics.
 Chai Zhao
Ella Chen, General Manager, Charlesworth Group, China
Biography: Ella started her career in STM publishing, after graduating from University of Oxford. Over the course of 11 years, Ella has had the opportunity to undertake various roles that cover a spectrum of key responsibilities for academic journals and databases, including editorial, academic outreach, sales and marketing, business development, author services as well as operation. Ella has always been local based to work internationally with a  focus on China and development. She is now General Manager, China, for the Charlesworth Group. Charlesworth is a specialized publishing service organization with 90 years of deep engagement in STM globally. Charlesworth China started its production services 20 years ago and have gradually evolved to a now wider range of business across marketing, market research/entry consultancy, library subscription agency, language polishing & translation, rights and licensing, and pharma affairs.

Abstract: Current marketing best practice for international publishers in China.The Charlesworth offering in serving publishers and their authors.The use of social media in academic marketing - does WeChat mean everything? How to engage your authors through social media? Is there a way to differentiate? 
elle chen 
Rice SongSenior Marketing Manager, Greater China, Springer Nature
Biography: Rice Song is Senior Marketing Manager, Nature Research Group, for Greater China and is based there. As a key member of the Nature Research Group (NRG) Management team in China, he leads the China marketing team by driving and implementing all greater China related marketing strategy and plans that covers B2B marketing, sales operations, end-user marketing, content/social media marketing, marketing technology and brand. Previous he was Brand Marketing Manager of Forbes Media company. Rice has over 10 years marketing management experience in media and advertising, automobile and finance industries, including at HSBC, Publicitas and others. He has a Masters degree in Marketing Management from Shanghai University of Finance & Economics.

Abstract: China’s evolving digital social media marketing landscape overview (opportunities and threat). Nature Research’s digital marketing approach in China as a foreign publisher. Nature China WeChat new product initiative. Progress and challenges.

 rice song

Who should attend: 

Marketing managers, business development staff, senior management. This event will be equally relevant to those from small and larger organisations and to those publishing  both books and journals and in online and print. It will  be useful for STM and HSS publishers, with a special urgency for HSS, where awareness of sensitivities in China, with regards to certain types of content or topic must be heeded.

Registration and booking: 

Member Offer! Book all three webinars in this series and you will get the 3rd half price.* See overview of all three. 

Not an ALPSP member?  Want to take advantage of the reduced member rates? Click here to find out how your organization can join ALPSP

ALPSP Members    £60 + VAT per person, per webinar
Non-Member         £100 + VAT per person, per webinar

For all enquiries please contact: Susie Brown

*In order to take advantage of the series discount for ALPSP members, you must be an ALPSP member on the date of the event. In the event that you cancel your membership prior to the event, you agree to pay ALPSP the difference between the discounted price and the full price for the event.



Upcoming Dates for this event

  • Thu 25 Oct 2018
  • Thu 25 Oct 2018
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