Developing E-commerce at Fred China

For Sueann, E-commerce goes beyond the concept of buying and selling, it helps build a new and more engaging relationship with potential customers.

First, please tell us: what is E-commerce?

One sentence to simply sum up e-commerce is the activities of buying and selling of business or other relevant service, based on electronic transactions via usage of the internet.
However, the concept of e-commerce has gone beyond the initial simple buying and selling, to the current NEW TYPE OF LIFESTLE. It is no longer an independent segment. Besides e-commerce being the extension of offline point-to-point transactions, with the booming of different e-commerce platforms, the interactions between the internet and customers have involved with various new technological tools: livestreaming, 3D demonstration, augmented reality (AR), virtual reality (VR) and artificial intelligence (AI) are recommended to enrich the e-commerce shopping experience to become more and more user-friendly and elaborate. Social media boosts the development of e-commerce as well, which has given rise to a new term, ‘social e-commerce’. E-commerce websites as the final destination of the online journey, to fulfil the full circle of social commerce, shopping without any limitations of time, location and borders within a seamless 360° loop.

How would you describe your workday?

Multi-tasking, actions and embracing the changes. With the clear target of the day to month and adding it to the to-do list, then take the immediate actions. JUST DO IT to make every possibility happen faster, regardless if it’s something small to check off for strategic planning. For my daily operations, I mainly deal with the Tmall platform; deadlines and changes happen suddenly and I have to rush, react quickly and adjust. I call myself a ‘flexible’ work lady.

What is the most challenging part of your job?

Challenges always mean opportunities, depending on your perspective. I am thinking of how to improve local e-business, to develop sustainable growth. As the whole environment of China’s local e-business is very aggressive and competition is quite tough, with new events/issues coming up very quickly, I always encourage myself to be fully aware of the possible trends, keeping an open mind to embrace the new struggles to keep moving further, and avoid to lagging behind.

What projects are you currently working on?

I am currently fully devoted to the online campaign for the Tmall 1-Year Anniversary and 520 (20th May – pronounced in Chinese, it sounds like ‘I love you’), for which we will have our new type of online event – LIVESTREAMING to local customers. It is our first livestream and the new communication tool that targets the improvement of online brand awareness, e-commerce business and reaching & enlarging the new group of online customers.

What song represents your approach?

'Crazy' by Gnarls Barkley, it has cheerful and fast rhythm!