1. 1
rd
3 Annual Retail Asia Congress 2010
22-24 June 2010
Hong Kong Convention and Exhibition Centre
Attend your industry’s annual event in Asia – Competing effectively to attract more customers and
increase your market share in Asia
Confirmed speakers include:
Brooke Ruscuklic, Retail Operations Manager, ADIDAS GROUP
Chen LiYing, President, AIKA GROUP (爱家集团)
Vanessa Moriel, MD, AIMS INTERNATIONAL
Christophe Cais, Executive Director, ALBATROSS GLOBAL SOLUTION
Jeffrey Sia, Director, EVERRISE SUPERMARKET AND DEPARTMENT STORE
Royce Yuen, Executive Director, FANCL
Alessandro Paparelli, HR Director, FERRAGAMO
Aalok Pandit, Director, FUN AND JOY AT WORK
Anita Yuen, Director of Beauty Division, HARVEY NICHOLS (TBC)
Alfred Yeung, Property Projects Director, HKC HOLDINGS
Lizette Smook, CEO and Founder, INNOVASIANS
Dickson Yewn, Creative Director, LIFE OF CIRCLE; YEWN HERITAGE JEWELLER (TBC)
Grant Yuan, Country Manager, LOOKADOK
Arvind Singhal, Director- Marketing , PR & Corporate Communications, MCDONALD’S INDIA
Carmen Ho, Head of Marketing and Brand Management, MIELE
Krishnan Subramanian, Regional Planning Director, OGILVY ACTION
Chris Hu, Senior Planning Manager, OGILVYACTION
Gouten, Founder, GOUTEN CONSULTING

2. 2
Mark Millar, MD, MP ASSOCAITES
Nihar Ranjan Ghose, Senior VP- HR, RPG RETAIL SECTOR
Vijay Karwal, MD, Head of Consumer, Retail & Healthcare Asia, RBS INVESTMENT BANK
Tran Thi Kim Quyen, BODs’ Member- GM, SAIGON CO.OP
Karen Eidsvik, Regional Director Asia, SUBWAY
Kelvin Ng, CEO and Founder, SYNERGISTIC REAL ESTATE MANAGEMENT AND NETWORK
Colin Rice, IT Director, THE DAIRY FARM COMPANY
Kenith Wong, Regional Director, THE PACIFIC CIGAR COMPANY
Tom T. O’Keefe, Founder, Chairman & Head Barista, TULLY’S COFFEE
Edith Law, Director, ZTAMPZ (BREAD N BUTTER)
Advisory Board Committee:
Brooke Ruscuklic, Retail Operations Manager, Asia Pacific, ADIDAS GROUP
Caroline Mak, North Asia Regional Director; Dairy Farm China CEO, THE DAIRY FARM GROUP;
Chairperson, HONG KONG RETAIL MANAGEMENT ASSOCIATION
Graeme Fowler, DFS VP, World Wide Visual Merchandising, DFS
Royce Yuen, Executive Director, FANCL
Alessandro Paparelli, HR Director, FERRAGAMO HONG KONG
Anita Yuen, Director of Beauty Division, HARVEY NICHOLS
Eden Woon, MD China, LI & FUNG
Simeon Piasecki, MD, MARKS & SPENCER (ASIA PACIFIC)
Francis Gouten, Former CEO, RICHEMONT ASIA PACIFIC; Founder, GOUTEN CONSULTING
Karen Eidsvik, Regional Director Asia, SUBWAY

3. 3
Andrew Wong, Director, Business Development, PACIFIC COFFEE COMPANY
Kenith Wong, Regional Director, THE PACIFIC CIGAR COMPANY
Tom T. O’Keefe, Founder, Chairman & Head Barista, TULLY’S COFFEE
DAY ONE: 22 JUNE 2010 TUESDAY
0900 Welcome by the Day one conference chairperson
Krishnan Subramanian, Regional Planning Director, OGILVY ACTION
0905 Welcome speech by the HKRMA
0930 Keynote address: Asia at the forefront of the global retail business
As the economy bounces back in many key Asian markets, many retailers see 2010 as a year for
growth, while 2009 was a year for defending market share. How do the experts view the
opportunities for retail in Asia going forward, and how does the region compare to the rest of the
World?
- Predicting how economic growth is influencing the retail industry in Asia and how retailers are
preparing themselves for economic recovery
- Forecasting retail trends in Asia: How is Asia’s retail market following global retail trends? And,
how important is Asia in a global retail strategy?
- Keys to differentiating your retail business in Asia’s rapidly growing retail industry
1000 Morning refreshment break
Engaging customers through trend analysis and effective brand communication
1030 Exploring new insights into customer behaviour
With the post-recession consumers completely changing their purchasing decisions and behaviours
in store, how are retailers responding to this rapid market change? Leading retail experts share the
latest thinking on customer behaviour, engagement and retention for 2010 and beyond.
Innovative branding and marketing showcase session
A number of successful brands will showcase their unique and effective branding and marketing case
studies with you. The “tour” will take delegates through some of the best new retail branding and marketing
developments. What trends do they point towards? Following the presentation, a panel of retailers will
discuss the implications and lessons.
11:10 Case study of TULLY’S COFFEE: How does the company compete with other big players in the
region? How has the company repositioned its brand to differentiate itself and to focus on particular
customer segments? What else did they do to attract and engage customers?

4. 4
Tom T. O’Keefe, Founder, Chairman & Head Barista, TULLY’S COFFEE
1140 Case study of FANCL: Renowned as a preservative-free skin care product originating from Japan,
how does the company market its brand image in different Asian countries? What strategies does
the company use to retain its customers and build active loyalty without having to compete on price?
Royce Yuen, Executive Director, FANCL
1210 Networking lunch
Efficient retail operational strategies to optimise revenue and cost margins
1400 Driving operational excellence to improve store performance: Case study of ADIDAS
Understanding customers and targeting the right groups are the keys to success for retailers.
Adidas will share its best operational practices between stores, markets and regions
- Understanding and using store performance KPIs (key performance indicators) to improve sales
- Establishing retail management standards and monitoring market and store-level execution
- Sharing best practices between stores, markets and regions
Brooke Ruscuklic, Retail Operations Manager, Asia Pacific, ADIDAS GROUP
1430 Winning HR techniques
Retail talent acquisition panel discussion: Finding the right staff to serve your customers
- How have recruiters and HR consultants altered their strategies in the economic recovery period?
- How can HR better align with business lines to support fast expansion?
- How can HR determine the optimal mix of different types of workforce for retail?
- What strategies are recruiters employing to attract the right talent? And, how do they retain their
best staff?
- How can retail improve its image as a career of choice?
- What are the difficulties in recruiting and retaining mid-senior management in retail?
- Evaluating the pros and cons of the local versus international work market
- What is more important to employees in China? Remuneration, job satisfaction, or career
advancement?
Moderator: Alessandro Paparelli, HR Director, FERRAGAMO HONG KONG
Panellists include:
Vanessa Moriel, MD, AIMS INTERNATIONAL
1500 Afternoon refreshment break
1520 Efficient Supply Chain Management: Case study of Bread n Butter
Hear from the management how the company is successfully applying supply chain management
from concept to design and how this has helped the business efficiency and increase earnings.

5. 5
Edith Law, Executive Director, ZTAMPZ (BREAD N BUTTER)
1550 Using retail technology to reduce costs: Case study of the Dairy Farm Group
Managing a large number of different products and businesses is a complex task. Hear how Dairy
Farm uses its technology resources to increase margins and profits across the group.
Colin Rice, IT Director, DAIRY FARM COMPANY
1620 Becoming part of a sustainable society: Leading the green retailing trend for the future
- How international retailers are responding to the growing sustainable retail demand and what are
the indications for Asian retailers?
- Rising demand from consumers in Asia for environmentally-friendly goods: What is the evidence?
- Sourcing truly eco-friendly materials. What can retailers do about the scarcity of supply?
- What will be the trend for informing consumers of green credentials in Asia?
- Building and implementing sustainability into the entire life-cycle of a product and the textile retail
supply chain
Lizette Smook, CEO and Founder, INNOVASIANS
1650 End of day one conference
1700 Guided tours to Harbour city and Heritage 1881 followed by gala dinner
Special opportunity to cross the harbour and visit Harbour City- Hong Kong’s most renowned
shopping centre for tourists, followed by gala dinner and a guided visit to Heritage 1881- the newest
and hottest shopping area in town, hosted by Director of Cheung Kong Holdings
DAY TWO: 23 JUNE 2010
0930 Welcome by the Conference Chairperson
Market entry and expansion strategies in different Asian countries
0940 Indian
India market focus
- Discovering opportunities for both retailers and developers who want to get into or expand in the
country
- Market consolidation: How are the larger companies gaining market share and dealing with the
unorganised market?
- What are the government requirements and the regulatory thinking process behind retail
development in India?
- How can you capitalise on the country’s enormous resources?
Moderator: Aalok Pandit, Director, FUN AND JOY AT WORK
Panellists include:

6. 6
Arvind Singhal, Director - Marketing, PR & Corporate Communications, MCDONALD'S INDIA
(WEST & SOUTH)
Nihar Ranjan Ghosh, Senior VP - HR, RPG RETAIL SECTOR
1010 Vietnam
Vietnam market focus
Regarded the top retailer in the country, the company manages the biggest supermarket chain –
Co.opMart supermarket in Vietnam. Hear from the company management about opportunities in
Vietnam’s retail market and the investment potential for international retail players.
Tran Thi Kim Quyen, Member of the Board of directors and GM, SAIGON CO.OP
South East Asia
SM SHOEMART (Invited)
1040 Morning refreshment break
1100 Malaysia
Malaysia market focus
As a local supermarket chain with 18 stores in the country, how does the company choose its store
location and how does it plan to deliver on its expansion strategies in Malaysia?
Jeffrey Sia, Director, EVERRISE SUPERMARKET AND DEPARTMENT STORE
1130 China
How to decide where to open up your first and subsequent retail outlets in China
nd rd
- Moving from tier one cities into 2 and 3 tier cities: What is the outlook for retail space
nd rd
development in the 2 or 3 tier locations?
- Concerns about over-supply of space in China: Monitoring the quality and identifying locations
that are most likely to succeed
- Comparative analysis of the high street compared with shopping malls: Which model provides
better revenues in the Chinese marketplace?
- How to enter new locations and how to determine the market potential of different cities
Moderator: Kelvin Ng, CEO, SYNERGISTIC REAL ESTATE MANAGEMENT & NETWORK;
Senior Advisor, MALL CHINA INFORMATION CENTER
Panellists include:
Alfred Yeung, Property projects director, HKC HOLDINGS
Chris Hu, Senior Business Planning Manager, OGILVYACTION
Andrew Wong, Director, Business Development, PACIFIC COFFEE COMPANY (TBC)
1210 Case study of China’s Aika Group - China’s biggest home wares and furniture chain
business
As the biggest home wares and furniture retail chain business in China, the group also own
shopping malls, treasury goods exchange outlets, as well as developing retail and real estate
projects in the country. Hear from the president on how the company identified its target customers
and started operating its home wares and furniture business in China.

7. 7
Chen LiYing, President, AIKA GROUP (爱家集团)
12.40 Networking lunch
Market entry strategies to increase your presence in Asia and expand your retail business regionally
1400 Ultimate retail expansion strategies in 2010
Many retailers regard 2010 as a year of growth and expansion. How should retailers react and
respond to the new competitive market? Where are the next opportunities and how to capture them?
To provide useful information, several retailers will come and share their expansion strategies in
Asia’s different markets:
Using franchising as a way to increase store penetration in Asia: Case study of SUBWAY
ASIA
Subway has grown from less than 50 stores and is forecast to have close to 1000 in 2010. The
company has been using franchising as its main expansion strategy. Hear what difficulties the
company faced, how it overcame the problems and successfully manages a large number of
franchisees.
Karen Eidsvik, Regional Director Asia, SUBWAY
Store expansion in China and South East Asia: How does the company choose its locations
in different cities and in different countries?
Andrew Wong, Director, Business Development, PACIFIC COFFEE COMPANY
1500 Determining the best market entry strategy for your business: Foreign JV, equity capital,
M&A or franchising
- Who is investing in Asia? How to attract foreign investors for your retail business
- Identifying the pros and cons of different market entry strategies and finding
the most efficient way to enter the market
- Selecting the strategy that will yield the best return on your investment
Vijay Karwal, MD, Head of Consumer, Retail & Healthcare Asia, RBS INVESTMENT BANK
Retail store and shopping mall management
1530 Successful shopping mall marketing to attract shoppers - A case study
- Correctly positioning yourself and marketing to the right audience
- Maintaining and arranging the ideal tenant mix for your target audiences
- Keeping your loyal customers and promoting to new customers
HONG KONG AIRPORT AUTHORITY (invited)

8. 8
1600 Afternoon refreshment break
Luxury retailing in 2010
1620 Luxury in China: How to capture the market opportunity there
With the Chinese mainlanders’ increased spending on luxury brand products, many luxury retailers
are focusing on this giant and emerging market. Listen to demand and trend analysis from the
luxury brand professionals and understand how consumers of different ages in China are attracted
to various brands.
- Identifying the largest growth region for luxury goods in China
nd rd
- What are the opportunities in the 2 and 3 tier cities? How to target these new markets?
Francis Gouten, Former CEO, RICHEMONT ASIA PACIFIC; Founder, GOUTEN CONSULTING
1650 Marketing the high-end lifestyle brand in Greater China: Case study of Miele
How does the company target customers with high purchasing power and capture the demand for
high-end household in town?
Carmen Ho, Head of Marketing and Brand Management, MIELE
1720 Luxury retailing panel discussion - Capitalising on the economic recovery to expand your
luxury business
- How to make your luxury goods a desired must-have product
- Exploring ways of providing an unforgettable and unique shopping experience in the store
- How luxury brands are using the Internet to further promote and distribute their products
- Iidentifying the most appropriate distribution strategies in China’s second tier cities
Moderator: Christophe Cais, Executive Director, ALBATROSS GLOBAL SOLUTION
Panellists include:
Kenith Wong, Regional Director, THE PACIFIC CIGAR COMPANY
Francis Gouten, Former CEO, RICHEMONT ASIA PACIFIC; Founder, GOUTEN CONSULTING
Carmen Ho, Head of Marketing and Brand Management, MIELE
Anita Yuen, Director of Beauty Division, HARVEY NICHOLS (TBC)
Dickson Yewn, Creative Director, Life of Circle, YEWN HERITAGE JEWELLER (TBC)
VERSACE (Invited)
1730 End of day two conference and networking drinks
Post conference focus session on China and India: 24 June 2010

9. 9
09:00-16:30
Market Expansion Strategies in Asia - Market focus session on China and India
China market session
0910 Chinese consumer analysis: How to find, segment and attract shoppers
In this session, our retail professional analyst will describe the main characteristics of Chinese
consumers and explain what makes the Chinese market unique and special. He will also forecast
trends in Chinese consumer spending in 2010, and discuss what brands can do to capitalise on
these trends.
Christophe Cais, Executive Director, ALBATROSS ASIA
0950 Market entry and expansion techniques: China focus session
- How to choose your retail locations in China?
- Advice on leasing contract signing and rental negotiation
- Understanding the local tax system to avoid fines and unnecessary costs
- Learning legal tax mitigation strategies in China
Kelvin Ng, CEO, SYNERGISTIC REAL ESTATE MANAGEMENT & NETWORK; Senior Advisor,
MALL CHINA INFORMATION CENTER
1025 Morning refreshment break
1050 Connecting with Chinese customers: How to reach your market audience in China
The cost of media advertising in China has grown considerably, particularly in magazines. Knowing
that you need to educate customers in order to introduce new brands in China, what is the best way
to increase brand awareness in China?
Chris Hu, Senior Business Planning Manager, OGILVYACTION
1125 Case study of integrated lifestyle development projects
The group has actively developed mixed-use property projects in Beijing, Shanghai, Tianjin and
ZhongXing which combine retail, restaurants & bars, as well as commercial and residential
elements. Hear the development strategies from the management as well as the consideration
process behind.
Alfred Yeung, Property projects director, HKC HOLDINGS
1200 Networking lunch
India market session
1330 Discovering retail opportunities in India: How can you capitalise on the country’s enormous
resources?

10. 10
Case study of RPG RETAIL SECTOR
Nihar Ranjan Ghosh, Senior VP - HR, RPG RETAIL SECTOR
Case study of MCDONALD'S INDIA (WEST & SOUTH)
Arvind Singhal, Director - Marketing, PR & Corporate Communications, MCDONALD'S INDIA
(WEST & SOUTH)
1430 Morning refreshment break
Exploring best practice operational strategies in China and India
1450 Supply chain and logistics best practice
Retailers are facing more challenges than ever before in managing their supply chain. Consumers
are demanding products that are cheaper, better, arrive more quickly and they want to know that it
has been produced ethically. The speaker will explore and discuss the critical factors and latest
developments influencing today’s retail supply chains, reporting on the top-ten FMCG supply chains
- both retailers and manufacturers. Specific insights will be provided into the complexities of the
China market – both the emerging consumer trends and the supply chain challenges, together with
a best-in-class China Retail Supply Chain case study. The speaker will also share a vision of the
future – ‘The 2016 Supply Chain Model’ with attendees.
Mark Millar MBA, Managing Director, M POWER ASSOCIATES
1520 In-store services and staff training
- Creating a staff training programme to respond to your customers’ needs and create brand loyalty
- Analysing Chinese consumers’ special needs and exploring services to suit their needs
Grant Yuan, Country Manager, LOOKADOK
1600 Using multi-channel retailing as a cost effective expansion strategy
Retail nowadays should not rely entirely on store sales and expansion. Hear from the retail experts
how to increase sale and profits through other channels.
1630 End of the China and India market focus session