Apply Now | "Consumption: Perspective 2026" Short-Term Program

At the intersection of cyclical volatility and structural transformation,China’s consumer marketis confronting a pivotal "Question for 2026": as consumer segments and consumption scenarios evolve rapidly, rationality and emotion jointly shape decisions. Competition landscape is being reshuffled, and the logic of growth is being redefined. What will drive consumer behaviour? How can brands survive and break through? And where will resilient, steady growth come from for businesses?

Peking University's Guanghua-Kellogg EMBA Programis coming toShanghaito launch thefully English-taught short-term program"Consumption: Perspective 2026". You are invited to join Guanghua faculty and industry leaders onMarch 28-29, 2026in a real-time international EMBA classroom to delve into the new questions and define actionable solutions that will reshape China’s consumer landscape.

Program Highlights

01

Guanghua Faculty, Industry Leaders

• Instruction by eminent Guanghua professors

• Case studies by leading industry guest speakers

02

Global Classroom, Global Perspective

• A fully English-taught EMBA program

• An immersive experience at the forefront of global business

03

Elite Community, Common Goals

Connect with Senior Executives, Innovative Entrepreneurs, and Leading Scholars for an exceptional journey of learning and exchange

Program Details

Date: March 28-29, 2026

Location: Shanghai

Language of Instruction: English

(interpretation services not provided)

Format: 1.5 days, in-person learning

Certificate: Upon completion of the program, a certificate of completion will be issued by Peking University's Guanghua School of Management

Program Agenda

1

Day 1: March 28, 2026, Saturday

AM:

Opening Ceremony

Course:Long-term Perspectives of the Short-term Chinese Economy and Policies

Noon:

Icebreaking

PM：

Keynote Speech 1:Strategic Awakening under the "Double Squeeze": The "Moderate Localization" Breakthrough for Functional Luxury Brands

Keynote Speech 2:From Price Wars to Battles for Mindshare: Differentiation Strategies for International Coffee Brands in China

2

Day 2: March 29, 2026, Sunday

AM：

Course:Another “China Opportunity”: The Rise of Consumption

Group Presentation

Closing Ceremony

Program Faculty & Guest Speakers

Long-term Perspectives of the Short-term Chinese Economy and Policies

Se YAN

Associate Professor of Applied Economics

Guanghua School of Management

Deputy Director of the Peking University Institute of Economic Policy

Prof. Yan holds a Ph.D. in Economics from UCLA. He previously served as the Chief Economist of Founder Securities and as the Senior China Economist and Executive Director in charge of macro research at Standard Chartered Bank (China) Limited. Over the past seven years, he has successfully integrated academic research with practical policy analysis, providing numerous economic policy consulting and analysis services to government departments. He has led and participated in multiple research projects for national ministries and commissions, receiving awards and recognition for his contributions. His research focuses on macroeconomics, the Chinese economy, and economic history. He has published numerous academic papers in these fields.

In this program, he will discuss whatpoliciesChina will introduce in 2026 to addresschallengesandstructural issuesconfronted by the Chinese economy, including excessive downward price pressure,insufficient consumption and investment, and the persistent downturn in the real estate sector, having achieved its 2025 growth target and embarking on a new journey under the 15th Five-Year Plan. To understand the structural issues and policy logic of China's short-term economy, it is imperative to analyzethe deeper and more fundamental logicsunderlying China's economy, history, social structure, and culture. Grasping these logics is of greater significance for forecasting the long-term trajectory of China's economy and even the evolution of the global economic landscape.

Strategic Awakening under the "Double Squeeze": The "Moderate Localization" Breakthrough for Functional Luxury Brands

Mia WANG

APAC CEO, Global Board Member

MOOSE KNUCKLES

Co-founder & former CEO

MAIA ACTIVE

Guanghua School of Management alumna

Ms. Wang is the APAC CEO and Global Board Member of Moose Knuckles, the Canadian luxury outerwear brand. A serial entrepreneur, she was the Co-founder and CEO of MAIA ACTIVE, where she pioneered "Asian-fit" designer activewear, leading the company to a historic acquisition by ANTA Group in 2022. She began her career at Victoria’s Secret’s NYC headquarters as their first Asian buyer, before joining Red in 2014. She holds a degree from The Ohio State University.

In this keynote speech, she will focus on the burgeoning yet hyper-competitive sector of"Functional Luxury", using Moose Knuckles as a primary case study, dissect the"Double Squeeze" dilemmafacing international high-end brands in China: the "symbolic predation" by top-tier luxury brands from upstream, and the "supply chain substitution" by agile local competitors downstream, examine the spatiotemporal mismatches caused by the traditional "Global Standardization" approach across product, channel, and brand dimensions, and explore how enterprises can achieve strategic transformation with a"retail-centric"approach, and how to complete the paradigm shift from "resource arbitrage" to"endogenous capability building."

From Price Wars to Battles for Mindshare: Differentiation Strategies for International Coffee Brands in China

Yongchen LU

Founding CEO

Tims China

Guanghua School of Management alumnus

Mr. Lu is the Chief Executive Officer of Tim Hortons China (Tims China), responsible for the company's overall strategy and management in China. He holds an MBA from the Tuck School of Business at Dartmouth College (one of the Ivy League schools) and a bachelor’s degree in International Finance from Shanghai Jiao Tong University. He served as the China representative of Cartesian Capital Group, one of the world’s leading private equity funds, before joining the chain restaurant industry. Prior to his tenure at Tims China, he served as the CFO of Burger King China for an extended period. In 2018, he led the establishment of Tim Hortons China and has served as its CEO since then. He led the company to go public on NASDAQ in 2022. In October 2024, Tims China announced the opening of its 1,000th store.

In this keynote speech, he will systematically examine howa newly entered international brand can break through in an intensely competitive market through differentiation, using Tims China as a core case. He will trace the evolution of China’s coffee market, unpack how prolonged price wars compress strategic options and reshape growth paths for different players, and ultimately focus ontwo critical questions: how to establish a truly competitive differentiated positioning, and how to build and continuously deepen that advantage in a systematic way.

Another “China Opportunity”:The Rise of Consumption

Ying ZHANG

Academic Director of the Short-Term Program

Boya Distinguished Professor of Peking University

Professor of Marketing

Guanghua School of Management

Prof. Zhang is a Boya Distinguished Professor at Peking University, Director of the Peking University Management Case Research Center, and concurrently Director of the Guanghua Frontier Technology Scenario Laboratory at Peking University. He is a recipient of the American Marketing Science Institute (MSI) Distinguished Young Scholar Award and the Journal of Consumer Psychology Outstanding Young Contributor Award. He received his Ph.D. in Behavioral Science and Marketing Management from the University of Chicago. He currently serves as Editor-in-Chief of Journal of Marketing Science (China) and Specialty Editor of Journal of Management Sciences in China. His primary research interests include the development of China's consumer market and the mechanisms underlying consumer decision-making.

In this program, he will guide us through a panoramic view—from the changing demographic structures to the perception of social mobility—analyzing how consumption is not merely a microcosm of macro-social change, but also a reflection of the innermost aspirations and pursuits of every individual. As China enters a new stage of consumption-driven development, this course will provide a dynamic, in-depth exploration of the consumer market, addressing topics ranging from macro-trends to micro entities, gainingdeep insights into the consumer marketthrough a dynamic lensto uncoverthe emerging 'China Opportunities'.

※ Listed in the order of courses and keynote speeches.

Application Guide

1

Who should attend

senior executives, brand leaders, innovative entrepreneurs, stakeholders in the consumer market, and leading scholars

2

Requirements

• Abachelor’sdegree or above

• A minimum ofeight yearsof full-time work experience

• SufficientEnglish proficiency

• Thecommitmentto participate in a rigorous academic program

3

Application Process

Apply → Review → Payment

During the review process, the admissions team will contact you individually for the following procedures

4

Program Fee

RMB 4,999

(Teaching materials, case studies, lectures, tea breaks, lunches included. Travel and accommodation are not included.)

5

Refund Policy

• Full refund for cancellations before March 21, 2026

• 50% refund for cancellations from March 22, 2026

• No refunds after the program begins

(The program office reserves the right to change, cancel, or postpone this short-term program.)

6

Contact

Ms. LIU

+86 10 62747293 / +86 18628383829 (WeChat)

Ms. ZHU

+86 10 62747174 / +86 18618111313 (WeChat)

✉️ Email: gkemba@gsm.pku.edu.cn

Apply Now

Scan the QR code or click "Read More" at the end of the article

to apply for the short-term program.

Guanghua-Kellogg EMBA Program

The Guanghua-Kellogg EMBA Program is the first Sino-US joint EMBA Program in the mainland of China, bringing together the world-class faculties of two premier business schools and featuring a rigorous and cutting-edge curriculum. The program prepares executives with integrated management skills, Chinese business expertise, and a global perspective to lead their organizations in a dynamic environment. Kellogg's EMBA global network offers students opportunities to engage in collaborations with peer leaders across the globe.

010 - 62747151

010 - 62747158

gkemba@gsm.pku.edu.cn

Click"Read more"to apply for the short-term program.

来源 |北大光华EMBA项目

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