Berman shows his interest in interior design and manufacturing since young. He is the founder of Lux Design & Construction Ltd. He has been engaged in design, manufacturing as well as shop construction for more than 30 years after graduation from the Hong Kong Institute of Vocational Education(IVE). Apart from working on his own business, he is one the Chairmen of Shop! Greater China. During his position, he works closely with other Shop members to enhance the retail environment locally and internationally.

Universal, founded in 1962 anoheadquartered in Lewisville,Texas, is a global and leadingdesigner and manufacturer ofretail point of purchase displays.Under the management of Mr. DeJesus,sales have increased bymore than 45% since 2013.Universal has successful businesspartnerships with several global.billion dollar brands and multipleUS retailers. Mr. De Jesús serves on the Boardof Directors of Shop! Associationserves as the Chairman of theGlobal Council of Shop!Association, and is the 2nd Founding Chairman of Shop!Great China.

Founder of Shop! Asia Former Shop! Asia Pacific DevelopmentDirector ofShop! APAC) Four-year term Founding Chair of POPAI Australia and New Zealand (1995-1999) POPAI Australia and New Zealand's first CEO (2000-2009)Tom has served and contributed to the industry and associations for many years and was inducted into the POPAI Hall of Fame in 2015, the industry's highest individual honour.For over 30 years, he had been actively involved in SHOP's Global Contests run in over 20 of the World's leading Retail

Harriet was UK born but China raised, and founded creative agency Studio Hu in Chengdu, Media Agency HeyChina! and was the Chair of the British Chamber of Commerce SW. She is now leading OUTFORM APAC, a global retail agency’s commercial operations, and has had the roles of Marketing Director, Creative Director, and now Head of Strateg, helping brands create insight led, future-proofed, retail and brand experiences. During her tenure, Harriet has contributed to a number of articles on topics such such as the future of retail and brand experience in the ASIA pacific region in global publications such as Transform Asia, Retail Asia and JING Daily.

She is also frequently invited to give key noted speeches at major industry events such as the China Retail Digital Summit, the Retail Innovation Forum, and the DMAA International Digital Marketing Summit – specializing in digital interaction and retail innovation.


She has led the team to plan and hold fruitful brand innovation days and brand new retail creative seminars for well-known brands at home and abroad, such as Ubisoft, Power China, BMW Reach Now, PUMA, LVMH, Huawei, the tapestry group, and more.

Harriet and the team at OUTFORM are helping to drive innovation, and future-proof Retail in China——a very traditional industry, that hasn’t changed much globally in decades, to reinvent it into something new, interactive, and immersive.

Background - over 20 years of experience in trade marketing and brand marketing in Philip Morris, LVMH and PepsiCo.
Currently Managing Director in Coral Group company – national wide provider of unique solutions for retail. Member of POPAI Association “Marketing in Retail”. Founder of POPAI ecological committee.
Awards：
Professional Affiliations (Membership in Professional Associations, Judge for other competitions, etc.)：
- Member of POPAI Association “Marketing in Retail”.
- Founder of POPAI ecological committee.

As an industry pioneer, Mr Cai Xueyu is one of the earliest members contributing to the establishment of retail design standards, with 17th retail design experiences related with consumer electronics, department store and commercial real estate.
He could facilitate the success of projects with the fruitful methodology of retail design, industry awareness and the resource integration ability.
As the industry benchmark, he and his group occupy the top positions of various commercial design competitions all over the word, with the distinguished contribution in the branding industry.
In the recent years, he focusses on the user experience design for products and the recyclable design, with the forward research for the future retailing forms.

In the digital age, brand marketing faces new challenges.
As a senior advertising woman, Jackie Chen has put forward many profound insights. In her view, "Digital marketing and online transactions are irreversible waves that make it possible for brands to communicate with consumers in a 360-degree manner." The current digital marketing environment is both deeply vertical and widely linked. It is a multi-layered market situation with fierce competition and room for growth.
Similarly, the problem of development should be solved in the development, and innovation has become the breakthrough way for brands.
She argued that enabling technology-enabled ideas is the solution to real business problems.

Geng Lin​ currently serves as the Director of Strategic Cooperation​ at Inner Mongolia Yili Industrial Group Co., Ltd. With over 16 years of experience​ in the fast-moving consumer goods (FMCG) and related industries, she has achieved outstanding results in category management, channel research, and key account strategic collaboration.
Prior to joining Yili, she worked at a 4A advertising company, where she led diverse market research projects including concept testing, packaging testing, and pre-/post-advertising effectiveness studies. During this time, she served internationally renowned brands such as Meiji, Canon, and Toyota, building solid expertise in market insights and brand service.
In 2014, Geng Lin officially joined Yili’s Key Account Department, spearheading critical business initiatives:
Establishing a category management system​ and conducting systematic channel and shopper research to provide data-driven support for business decisions.
Driving Joint Business Planning (JBP)​ with retailers and advancing the development of a digital category management platform, always centering on shopper needs to help Yili accurately capture market trends and achieve sustained category growth.
She actively engages in industry exchange and empowerment, having been invited as a guest speaker by authoritative platforms such as the China Chain Store & Franchise Association (CCFA)​ and the ECR Association​ to share trend insights and methodological expertise. She has also led workshops for retailer collaboration and training programs for online and offline retail partners, contributing to supplier-retailer cooperation.

Design Department Head​ of Shanghai Zhitao Cultural Creativity Co., Ltd., concurrently serving as an industry mentor for university-enterprise cooperation programs. With years of experience in the commercial display design industry, he possesses extensive expertise in the design of display props and specialty store counters. He has rich design experience and insights in the cosmetics, jewelry, and watch industries.
Awards:​
From 2016 to 2024, both individually and while leading the team, he has repeatedly won Gold, Silver, and Bronze Awards​ in the SHOP GREATER CHINA AWARD CONTEST.
Professional Affiliations (Membership in Professional Associations, Judge for Competitions, etc.):​
Judge, SHOP Awards, 2018
Judge, SHOP Student Awards, 2021
Judge, SHOP Smart Tourism & AI Innovation Hackathon Challenge, 2024

Chief Strategy Officer (Asia-Pacific)​ of Shop! Global Alliance and Chief Marketing Officer​ of Haibei Medical Group. A versatile marketing leader with 15 years of experience​ in brand consulting and marketing, specializing in the internet, new retail, and health industries. Expertise in omnichannel digital marketing strategy, brand transformation, and competitive advantage building. Has led 10+ large-scale brand campaigns​ worth over billions in impact, with integrated marketing projects recognized by multiple international awards

Xu Kang​ is a seasoned professional in China's retail chain industry, dedicated to advancing the sector through digitalization and intelligent transformation. With 25 years of executive experience​ in the retail divisions of two listed companies, he specializes in strategic planning, organizational development, talent system cultivation, operational management, and digital-driven business transformation. Under his leadership, a Shenzhen Main Board-listed group—ranked among China's Top 100 Retail Enterprises—expanded into new business formats and fields, eventually growing into a tens-of-billion-yuan enterprise.
Passionate about retail, Mr. Xu is known for his strong learning agility, innovation, and enthusiasm. He holds key roles in several industry associations, including:
Director and Chief Expert​ of the Talent Development Working Committee, China Chain Store & Franchise Association (CCFA)
Expert Member​ of the Human Resources Committee, CCFA
Committee Member​ of the National Technical Committee for Chain Store Standardization
Deputy Secretary-General​ of China Brand Commercial Alliance
Expert Advisor​ to the Dongguan Retail Industry Association
Adjunct MBA Mentor​ at the School of Business Administration, Shanghai Business School
Currently, he serves as Secretary-General​ of the Shenzhen Retail Intelligent Informatization Association, which has been established for eight years and boasts over 200 member enterprises, serving more than 90% of China's leading retail chain companies.

Brand Director​ of the time-honored Chinese brand "Zhongjie Frozen Novelties", fully leading the brand strategy upgrade and the construction of a digital marketing system. With over 20 years of experience​ in the FMCG (fast-moving consumer goods) sector, he is a seasoned brand marketing expert renowned for his sharp insights and forward-looking judgment on consumer trends. He excels at leveraging disruptive creativity to integrate diverse channels, transforming brand concepts into resonant consumer experiences.
Adept at employing innovative approaches such as cross-border collaborations, social media buzz generation, and co-creative content, he breaks traditional marketing boundaries and successfully injects youthful vitality into the heritage brand. The phenomenally successful campaigns he led, like the #OldZhongjieIceStick Social Practice Activity, have repeatedly achieved cross-circle communication, generating over 1 billion impressions. These efforts have helped the brand secure prestigious awards including the iSEE Global Food Innovation Award​ and the China Ice Expo Gold Medal, significantly enhancing brand visibility and market share.

Co-founder, Chief Strategy Officer, and Executive Producer​ of THG Films, a renowned Chinese film and advertising company.
Awarded the 2025 TITAN Women's Award – Global Outstanding Women in Video Marketing​ and the 2025 MUSE Award – Platinum Prize.
Served as a judging expert for prestigious industry awards including the Effie Video Marketing Award, Tiger Roar Award, Plum Blossom Award, Golden Wu Award, Kering Innovation Award, Dandelion Award, Zhiqing Award, and SMARTIESTMM CHINA.
With over 20 years of experience​ in the film and advertising industry, she combines sharp business insight with innovative capabilities to deliver brand marketing solutions centered on video creativity, production, and distribution for global clients.
Her portfolio includes collaborations with over 100 brands, spanning international giants such as Lexus, Mercedes-Benz, Procter & Gamble, and Nestlé, as well as leading Chinese enterprises like Baidu, JD.com, and Ele.me. Since 2006, she has built a global production network comprising more than 1,000 directors, with shooting locations across Europe, the United States, Japan, South Korea, and Southeast Asia, solidifying her company’s leading position in China’s film and advertising sector.

Co-founder, Shanghai Dongguan Culture Spreading Co., Ltd.
Formerly served as Standing Committee Member​ of the China Advertising Association's Television Advertising Working Committee and as Vice President​ of the Anhui Chamber of Commerce in Shanghai.
Acted as a final-round judge​ for prestigious awards including the Numeral Awards, Golden Mouse Awards, Golden Lion Awards, 4A Creative Awards, and the SHOP International Retail Marketing Awards.
With 15 years of deep experience​ in the advertising industry, he has witnessed and contributed to the sector's evolution from a singular focus to a comprehensive, diversified landscape. In 2015, he founded Dongguan, dedicating the company to film production and internet marketing. Under his leadership, the team has served Fortune 500 clients such as Huawei, BYD, and NetEase, creating multiple phenomenally successful campaigns through precise strategy and high-quality creativity .
His work has been honored with gold awards in video production from the Golden Mouse Awards, Golden Pupil Awards, Golden Sparrow Awards, China Advertising Great Wall Awards, and Shanghai International Advertising Awards, accumulating over 100 industry awards​ in total. He is recognized as a representative figure​ in Shanghai's cultural and creative industries

Founder and Director/Producer​ of Beijing Bang Studio Cultural Communication
With 17 years of experience​ in the advertising industry, specializing in content marketing and planning, having served over 60 Fortune 500 companies.
Graduated with a bachelor's degree in Radio and Television Directing​ from Shaanxi Normal University. Previously held positions at CCTV International Channel, Phoenix TV Program Center, and StarTimes China Film and TV Channel. Founded BANG Studio​ in 2016.
Serves as a judge for prestigious awards including the Tiger Roar Award, China International Advertising Festival Great Wall Award, China Digital Marketing Practical Competition (CDMEC), and the Golden Sparrow Awards.

Vice President and General Manager​ of Youyi Culture and Technology Group Co., Ltd.
Previously served as Producer and Director​ for CCTV-4 and CCTV-9, and as Director of the Market and Brand Center​ at Tianneng Group (a Fortune 500 enterprise in China).
Acted as a judge for prestigious awards including the Golden Lion Awards, Effie Awards, Golden Web Awards, Kylin Awards, Shanghai Advertising Awards, and Golden Wu Awards.
Holds roles such as Deputy Secretary-General​ of the Communication Advertising Committee of the China Advertising Association, Deputy Secretary-General​ of the China Television Artists Association, and Chairman​ of the Communication Advertising Committee of the Zhejiang Advertising Association.
The company is recognized as a provincial "Specialized, Refined, Unique, and Innovative" (专精特新) enterprise​ and a National High-Tech Enterprise. It operates as an integrated cultural-technology group comprising eight subsidiaries and two branches.
Currently, its business spans 27 provinces, serving dozens of ministerial-level units, 55 municipal governments, and over 200 well-known enterprises—including Fortune 500 companies such as China Mobile, China Telecom, China Tobacco, and State Grid. As a top-tier supplier, the group offers comprehensive services including advertising strategy, digital marketing, media communication, video production, new media operations, graphic design, and exhibition planning.