Evolution of Onsite Retailing

Featuring Mr Shaun Sui Hiong Chong, Executive President of China SCE Holdings Ltd.

Applicants: 12

Time commitment:








About this course

We welcome Mr Shaun Chong for a dialogue with our professor Li Chengzhang about the evolution of traditional bricks-and-mortar department stores and the challenges and opportunities for onsite retailing in China. They review the structural changes in retailing, new e-commerce platforms such as live-streaming sales and building a retail metaverse. Mr Chong and Professor Li also have suggestions for both investors and young professionals interested in starting a venture or career in China.

What you’ll learn

  • Structural changes in the retailing sector
  • The relationship between e-commerce and traditional bricks-and-mortar retailers
  • Differentiated strategies for different products or different channels
  • The challenges of the Covid-19 pandemic for China's retailers
  • The characteristics of consumers of different age groups, and the role of data analytics in new retail
  • Suggestions for retailers either going out of or coming into China

About the instructor(s)

Shaun Sui Hiong Chong

Executive President of China SCE Group Holdings Ltd.

Chengzhang Li

Assistant Professor at Antai College of Economics and Management of Shanghai Jiao Tong University


  • Session


    Changes and Challenges of New Retailing in China

    This session talks about the industrial changes in retailing and introduces the challenges brought to the traditional shopping mall operators by the emerging new ways of e-commerce with a special mentioning of the Covid-19 pandemic.

  • Session


    Impact and Opportunities of Onsite Retailers in China

    This session discusses the impact and market potential of bricks-and-mortar stores amid the tide of digitalization in the retailing industry. It also offers inspiring advice for both investors and individuals who are interested in doing business in China.