Title: Why Social CRM is the present and future of Digital Marketing in China? Abstract: WeChat is the most important social media messaging platform in China. But WeChat is not a simple mobile messaging application, it’s actually more a platform and even a mobile operating system depending on how you look at it. Closed messaging-app platforms have now surpassed public and traditional social media platforms pushing brands to adapt themselves to a new eco-system. While the China market is becoming more competitive and consumers more mature, Social CRM through messaging represents the present and future of digital marketing. But how can you face the challenge of messaging and retain the customer loyalty? Bio: Julien began his career at IBM in France and London to develop skills in operational marketing before joining Hermes in New York and Paris to support the development of Hermes.com and sites brand of John Lobb and Puiforcat. During this period, he developed as a Project Manager, digital competence by participating in the redesign process of purchasing Hermes. He also acquires a luxury sensitivity by coordinating the content productions and updates of editorial Hermès sites. In June 2009, Julien Gaubert-Molina integrates Hermès Leather Goods division as head of markets in charge of business development and operational collections. He also coordinates during this period the Visual Merchandising guidelines of the Hermès Group and the leather goods trainings program. He joined SAME SAME but different in 2012 as a Consulting & International coordination Director. In 2013, Julien moved to Shanghai and then set up in January 2014 the SAME SAME Hong Kong office as a Managing Director for APAC. In 2016, Julien has been appointed as Business Development Director for SAME SAME but different Greater China in addition to its existing responsabilities.