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eTALK Newsletter

This is “eTALK with Moonie”, a monthly newsletter to update you with the latest news in China.

Moonie and the team are here to share our observations and in-depth insights of major e-commerce and digital marketing events in China.

We wish to shed light on your China business and strive to become the bridge between China and the West.

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What's inside our eTALK newsletter?

  • The big guns: Latest news from Chinas big players (Baidu, Tencent, Alibaba, Bytedance and more)
  • Hot topics in China: Hottest topics in China's news and social media including government regulations and viral trends
  • Moonie's top picks: Moonie's selection of relevant and interesting topics for international readers
  • China deep dive: In-depth insights about specific categories and China e-commerce & digital marketing topics
  • China knowledge bites: The latest culture and lifestyle trends in China

Check out our newsletter here. 

Moonie Zhu

Founder & Managing Director

Meet Moonie Zhu

Moonie is a Chinese national living in Germany since 2006.

An expert with 15+ years of experience in Marketing, Brand Building, Strategy Development and E-commerce, she is your go-to-person for all things related to China e-commerce and digital marketing.

Besides being a successful entrepreneur backed by numerous awards such as the EY Entrepreneurial Winning Woman, Global Bridge German Chinese Young Leader, etc., Moonie is also a renowned China expert, keynote speaker, influencer, and female leadership advocator.

She has a large follower base on LinkedIn, where she regularly shares China insights and her personal takes on life and work – inspiring thousands of people.

She is the co-founder of the China-focused e-commerce and social media agency eTOC and the content and insights label eTALK.

eTOC assists international brands thrive in China through its expert knowledge and know-knows with regards to e-commerce and digital marketing. Over 150 international brands have trusted eTOC with their businesses in China.

eTALK focuses on producing and sharing high quality content pertaining to doing business in China, especially emphasizing on news, insights and trends, as well as educating people about e-commerce and digital marketing knowledge and practices.

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what our clients have to say

eTOC has extensive knowledge about different industries in China e-commerce market with pragmatic suggestions. Through their comprehensive studies and suggestions, we are able to better define the market potential and shape our strategy. We highly appreciate their professional knowledge and insightful recommendations.
Ann HuangGeneral Manager, Henkel Laundry & Home Care China
Ann Huang
eTOC has been providing excellent e-commerce consulting services to formulate Harley’s strategy and helped the motor company to successfully launch world’s first official online store that sells units. More than a partner!
Violaine PanMarketing Director, Harley Davidson China
Violaine Pan
eTOC successfully managed to launch Martell Tmall Super Brand Day Campaign which was the first integrated campaign that Martell achieved in China e-commerce world. eTOC is not only resourceful and knowledgeable in Tmall, but also strong in digital integration.​
Tiger WangAssociate Brand Director, Martell, Pernod Ricard Group China
Tiger Wang
eTOC has proven to be an effective partner for optimizing our existing ecommerce setup in China, re-think and streamline our approach and support the development of powerful strategies for the respective marketplaces. True China professionals that understand how to translate knowledge into action.
Fabian SchneiderHead of Northeast Asia, Dr. Wolff (Shanghai) Trading Co., Ltd
Fabian Schneider
Premier´s cross-border business to China was enabled by eTOC smoothly. With a very professional consulting team and an end to end solution, we were able to localize and execute our key strategy to enter the China e-commerce market.
Badin DurongkapitayaChina Business Operation Manager, Premier Group
Badin Durongkapitaya


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