Five Minutes with APAX Group founder Terence Chu

WGSN caught up with Terence Chu, the CEO and Founder of APAX Group, one of China’s leading experiential marketing companies, for an insider’s look at what trends are happening within this sector. With over 15 years of industry experience, his illuminating thoughts provide an invaluable snapshot about where the industry is at and what’s next.

“Originally we mostly promoted the fashion industry in China. Coming into the the market 15 years ago, that was APAX Group’s specialty. But as China is growing very fast, so we’ve expanded into other segments such as entertainment, sport and travel. I feel these are the new sectors to watch for brand event marketing.

“Thematically, in event marketing, it is always interesting and always changing – especially in China, it changes very fast. Now, there is a strong focus on lifestyle. Multiculturalism, cross border and crossover event marketing have become increasingly popular.

“In recent years, brands look increasingly younger, as they try to tap into younger markets. This is especially true for China.

“Culturally, in terms of experiential inspiration, China can offer something new and up-and-coming. It can be inspiring for how to interact with the customer from offline to online. In the last few years, as consumers’ brand experience awareness has risen, this enables event marketers to create a full circle experience in both worlds.

“In China last year, the best experiential brand marketing I’ve seen brought fashion into the realms of entertainment. Sport and travel-related ones are also a great way to tap into the growing interest in lifestyle.

“Seasonal events-based marketing in the fashion sector used to focus on fashion week, but now it can extend beyond it to reach a wider audience. Traditional holidays are becoming more and more important for Chinese customers because of a strong desire to celebrate different cultures.

“In Shanghai, the West Bund is an up-and-coming area for events-based marketing. There is a lot of space there, although the location is a bit further away, it’s still easily accessible. For the future, I feel Pudong is district to watch.

“As art museums continue to open here, the city has become more cultural. Reflecting Shanghai’s changing identity, these new venues have become popular site selections for branded event marketing.”

Interested in learning more about APAX Group?

Read more about APAX Group here or check out the company’s APAX Recreation Discovery Adventures Park venture into the ecotourism market. You can also follow the company on WeChat via the following ids: apaxgroupofficial, SFW_SIFS, APAXRecreation and fashionrocksofficial. 

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