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EVENT DETAILS |
Crisis usually brings about change. The U.S.-China trade war that exacerbated in 2018-19, led to an existential crisis to a lot of Chinese companies that have been selling consumer products to the U.S. for decades. With the drastic increase of tariffs, the traditional model of selling through a distribution middelman with low-margin was no longer financially sustainable. Companies then had to get creative in finding new ways to approach commerce.
How did they do it? Crowdfunding.
In this seminar, we will be taking a closer look at how traditional consumer product manufacturers in Asia transformed their method of consumer outreach by leveraging crowdfunding as a way to launch their products, presell intelligently, & build a global brand.
Lu is the General Manager of Global Strategy at Indiegogo, a global crowdfunding platform that helps creators bring their ideas to life & reach their first customers. Since joining Indiegogo, Lu has built a team in both San Francisco & Shenzhen to help creators from Greater China bring their products to a wider, global audience, raising over $260M in funds on Indiegogo to date.
In 2020, Lu also started to lead Indiegogo's growth to new markets with exciting initial results in Japan & Korea. The vision is to make Indiegogo the platform of choice for APAC creators looking to launch their brand to the world.
Before taking on crowdfunding, Lu worked in digital marketing, broadcast media, & was a well-known influencer English lecturer, with hundreds of students across the country.
Lu received her B.S. in Media, Culture, Communications from NYU & M.A. in East Asian Studies in Psychology & Marketing from Stanford University, where she did extensive research on how consumers react to advertising emotional appeal differently across cultures.
Mr. Ray Chan
International E-Commerce Manager, Midea RAC
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