Moonie Zhu

Co-Founder

Hamburg, Hamburg, Germany18 yrs 3 mos experience

Key Highlights

16 years of experience in marketing and e-commerce.
Co-founder of innovative digital agencies bridging East and West.
Keynote speaker and thought leader on China’s digital trends.

Stackforce AI infers this person is a cross-cultural marketing and e-commerce expert with a focus on China and global strategies.

Contact

Skills

Core Skills

Digital MarketingStrategic PartnershipsProduct SourcingMarket IntelligenceKeynote SpeakingContent MarketingLeadership

Other Skills

Executive ManagementSales & MarketingEntrepreneurshipCreativity and InnovationAnalytical SkillsSocial MediaMarket PlanningChina sourcingTrend Forecastingfactory scoutNew Vendor DevelopmentVendor NegotiationQuality AssuranceChina digital trendsE-newsletter

About

Having spent half my life in China and the other half in Germany, I bring a truly cross-cultural perspective that bridges East and West. This unique background allows me to understand both markets on a fundamental level and support international brands in navigating the complexities of China’s fast-evolving digital landscape. With over 16 years of experience in marketing, e-commerce, and international trade, I’ve built a career at the intersection of innovation, culture, and consumer insight. I’m proud to be recognized not only as an entrepreneur, but also as a trusted China expert, thought leader, keynote speaker on the future of retail, published author on shopatainment and digital trends in China, and a passionate advocate for female leadership. As the co-founder of eTOC, a forward-thinking digital agency, we empower global companies to drive growth in China through smart strategy, local expertise, and bold creative execution.

Experience

18 yrs 3 mos

Total Experience

2 yrs 7 mos

Average Tenure

2 yrs

Current Experience

Tdso

Co-Founder

Jan 2026 – Present · 4 mos · Shanghai, China & Hamburg, Germany · Hybrid

Your Trend, Design & Sourcing Office
We are not a traditional sourcing agent. We are a tech-enabled, data-driven partner powered by proprietary trend intelligence tools and a curated global supplier network — helping Western brands identify winning products and source them ahead of the competition.
https://tdsoglobal.com/

China sourcingTrend Forecastingfactory scoutMarket IntelligenceProduct SourcingNew Vendor Development+2

Shopatainment -- the future of shopping

Author

May 2024 – Present · 2 yrs · Global

In the Western world, the digital ecosystem is dominated by giants like Amazon, Google, Facebook, Instagram and TikTok. But beyond these familiar names, China has a completely different, dynamic, and rapidly developing digital ecosystem. While digitalization seems to be stagnating in many Western countries, China is showing us impressively how far digitalization can progress.
In this context, we examine shopatainment, a revolutionary concept that describes the fusion of shopping and entertainment.
This approach, already thriving and effective in China, could revitalize the tired practice of commerce in the West. The book asks whether advanced digitalization in China offers relevant food for thought for the West and to what extent these concepts are transferable or could work under certain conditions.
English Version: https://www.amazon.com/dp/B0D49WCZW1
German Version: https://www.amazon.de/dp/B0D49VR6X9
https://ecommercetochina.com/shopatainment/

Doers & dreamers: how to launch, lead, market & scale companies that impact the world

Featured Author

Nov 2023 – Present · 2 yrs 6 mos · Global

“Doers & Dreamers - How to Launch, Lead, Market & Scale Companies That Impact The World" is a 100% non-profit project created by JumpStory. This impactful book brings together in one place, 150 leading entrepreneurs, marketers & leaders sharing actionable insights on how to create more impact in business.
Get ready to learn from the BEST and be INSPIRED!
The book features interviews & articles by founders & leaders including
Christine Spiten, Blueye Robotics founder
Matt Mullenweg, WordPress founder
Pauline Laigneau, Gemmyo founder
Sanne Wevers, Olympic gymnast
Brian Chesky, Airbnb co-founder
Prerna Gupta, Mysterious' CEO
Inspiring investor Tim Ferriss
Marketing-guru Seth Godin
AI-guru Shyamala Prayaga
Professor Steve Blank
AND 140 others authors representing companies like Asana, Toms Shoes, Nvidia, Craigslist, Techstars, Basecamp, Spotify and many more.
The contributing founders leaders, innovators & marketers have all turned their ideas into reality and impact. They have contributed to a world with LESS committees and MORE commitment. LESS talking and MORE tackling. LESS later and MORE now.
If you're interested in startups, innovation marketing and leadership, this is THE BOOK!
Want to support this 100% NON-PROFIT PROJECT?
Download the TOTALLY FREE E-BOOK (our gift to you!)
Buy the hardcover version which is NOT sold for profit. All purchase money will be donated 100% to the charity Doctors Without Borders https://www.doctorswithoutborders.org/
The eBook, available for free download, can be accessed in ePub, PDF, MOBI, TXT, and Amazon Kindle formats.
www.doers23.com

Etalk.

Founder

Jul 2023 – Present · 2 yrs 10 mos · Hybrid

eTALK. — The media and content platform bridging East and West through stories, insights, and actionable ideas.
We empower professionals, leaders, and brands to navigate cross-cultural business, innovation, and emerging global trends through:
✅ Daily insights decoding China’s fast-evolving landscape
✅ Monthly newsletter — concise, high-value perspectives on East–West business, culture, and innovation
✅ Monthly podcast — authentic conversations with global leaders sharing real East–West experiences
✅ Events & masterclasses — interactive learning on business transformation, innovation, and intercultural leadership
✅ Keynotes & executive learning series — delivered by China–West expert Moonie Zhu, exploring market shifts, global retail, digital transformation, and modern leadership
From cultural intelligence to market opportunities, eTALK. transforms East–West knowledge into strategic action.
#EastWestBusiness #CrossCulturalInnovation #GlobalTrends #Leadership #GlobalCollaboration

Keynote SpeakingChina digital trendsE-newsletterContent MarketingTechnological Innovation

Etoc group

Co-founder & Managing Director

Jul 2018 – Present · 7 yrs 10 mos · Hamburg, Germany + Shanghai, China

eTOC. — The Agency
Bridge between China and the West.
We help western companies sell to China and Chinese companies expand to the West.
Cross-cultural strategies, business solutions and collaborations.
https://etoc-group.com
https://ecommercetochina.com
eTALK. — The Content Platform
Inspires and informs the East–West community

Strategic PartnershipsExecutive ManagementDigital MarketingSales & MarketingEntrepreneurshipCreativity and Innovation+5

Tchibo

Country Manager China

Jan 2016 – Jun 2018 · 2 yrs 5 mos · Hamburg, Germany + Shanghai, China

market entry, brand building, cross border eCommerce, digital marketing in china, performance marketing, eCommerce marketing, social media campaigns, assortment strategy, pricing strategy, eCommerce operation, flagship store on Tmall & JD