OVERVIEW
Background
Shenzhen is one of the clearest live demonstrations of "new retail" in action: the blending of online and offline channels, data-driven merchandising, and experience-led store formats. Retailers here don't treat digital and physical as separate channels. Pagoda runs one of the world's largest fresh retail networks by fusing global sourcing, cold chain logistics, and online-offline ordering into a single loop. MixC World has built an open-format retail district around the "first-store economy," where brand debuts and experiential dining drive footfall. Even Meituan's data operations exist to translate consumption signals directly into merchant decisions on the ground.
This immersion programme gives Singapore retail leaders direct exposure to how new retail concepts are actually being operationalised in Shenzhen, from product strategy and store formats to supply chain and in-store technology.
Outcomes
Participants will leave with a practical view of how new retail principles can be adapted to their own business. This includes:
- Product and merchandising strategy built around user-centric, data-informed decision making.
- New retail models that fuse online and offline shopping journeys, drawn from Freshippo's approach.
- An understanding of how retailers use consumption data to shape store operations, assortment, and marketing in real time.
- Exposure to in-store technology and format innovation, from robotics-enabled retail to experiential district design.
TRIP HIGHLIGHTS
What to Expect
A lecture on rethinking product and merchandising strategy for retail in the digital era.
New retail models and digital marketing practices, drawn from Freshippo's experience of merging online and offline retail.
How emerging technology is being adapted for in-store and retail operations use.
Direct exposure to new retail formats, fresh retail supply chains, and experiential retail districts in operation.
Takeaways
- How new retail brands fuse online ordering, cold chain logistics, and offline stores into one operating model.
- How consumption and footfall data get translated into real-time merchandising, assortment, and store decisions.
- How experiential retail districts use first-store strategy, dining mix, and public space design to drive footfall.
- How service robotics is moving from pilot to commercial deployment inside retail stores.
- How retail-adjacent industries (mobility, big data platforms) are shaping consumer expectations that retailers now have to meet.
BRAND EXPERIENCES
PROGRAMME SCHEDULE
23 Aug
Sunday
↓
| Time | Programme | Faculty |
|---|---|---|
| Full Day | Arrival in Shenzhen |
24 Aug
Monday
↓
| Time | Programme | Faculty |
|---|---|---|
| 09:00–09:10 | Opening Remarks | |
| 09:10–09:30 | Programme Introduction | |
| 09:30–12:00 | LectureHit Product Strategy and User-Centric Thinking | Former General Manager, Strategic Marketing & Platform Operations, Fortune Global 500 Company |
| 12:00–14:00 | Lunch Break | |
| 14:30–16:30 | Site VisitMeituan Shenzhen Big Data Operations CenterBig data-driven insights into life services consumption — market trends, consumer behaviour, digital transformation, and smart city development. | |
| 17:00–19:00 | Welcome Dinner | |
25 Aug
Tuesday
↓
| Time | Programme | Faculty |
|---|---|---|
| 09:00–11:30 | LectureNew Retail and Digital Marketing | Deputy General Manager of Public Relations & Dean of Industrial Research Institute, Freshippo (China) |
| 11:30–13:30 | Lunch Break | |
| 14:00–16:30 | Site VisitTencentExhibition hall & brand experience at Tencent Binhai Building. Roundtable on digital innovation, smart city solutions, and VR technologies. | |
26 Aug
Wednesday
↓
| Time | Programme | Faculty |
|---|---|---|
| 09:00–12:00 | Site VisitPagoda — ShenzhenPioneer of fresh fruit specialty chain — 6,000+ stores across 150+ cities, 29 distribution centers, 200+ global supply bases. Roundtable on new retail and supply chain innovation. | |
| 12:00–13:30 | Lunch Break | |
| 14:00–16:30 | Site VisitBYDGlobal leader in new energy vehicles — full clean energy value chain, independent IP across core technologies. BYD Museum visit covering EV innovation and intelligent manufacturing. | |
27 Aug
Thursday
↓
| Time | Programme | Faculty |
|---|---|---|
| 09:30–11:30 | Site VisitMixC World — ShenzhenChina Resources "first-store economy" benchmark — open-style "street block + mall" district. Study brand leasing, first-store strategy, dining-retail mix, and experiential scenario creation. | |
| 11:30–13:00 | Lunch Break | |
| 13:30–16:00 | Site VisitWorld's First Robot 6S StoreFrontier robotics commercialisation — closed-loop service model integrating robot display, sales, spare parts, after-sales, rental, and custom solutions. | |
28 Aug
Friday
↓
| Time | Programme | Faculty |
|---|---|---|
| 09:00–11:30 | LectureInsights into Frontier Digital Technology Trends and Applications | Senior Product Director, Core Business Group, Tencent; Senior Lecturer, Tencent Corporate University; Tencent Group Annual Star Lecturer |
| 11:30–13:30 | Lunch Break | |
| 14:00–16:30 | Presentation & Assessment | |
| 17:00–19:00 | Farewell Dinner | |
29 Aug
Saturday
↓
| Time | Programme | Faculty |
|---|---|---|
| Full Day | Departure |
The organiser reserves the right to make any amendments to the programme subject to availability.
Fee Table
| Participant Profile | Self-Sponsored | Employer-Sponsored | |
|---|---|---|---|
| SME | Non-SME | ||
|
Singapore Citizen < 40 years old Permanent Resident · LTVP+ |
$2,517.90 (After SSG Funding 70%) |
$977.90
After SSG Funding 70% + ETSS Funding 20% |
$2,517.90 (After SSG Funding 70%) |
| Singapore Citizen ≥ 40 years old |
$977.90
After SSG Funding 70% + MCES Funding 20% |
$977.90
After SSG Funding 70% + ETSS Funding 20% |
$977.90
After SSG Funding 70% + MCES Funding 20% |
| International Participant | $8,393 (No Funding) | $8,393 (No Funding) | $8,393 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Employer Sponsored
Enhanced Training Support for SMEs (ETSS) ↓
To qualify for ETSS, companies must meet all of the following criteria:
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll ↓
Employers who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
Self Sponsored
SkillsFuture Credit ↓
Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.
This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).
Workfare Skills Support Scheme ↓
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.