The key difference between social commerce in China and Europe really is push vs. pull systems. Most European brands still treat social commerce as a marketing layer, instead of redesigning the system around customer behavior and feedback loops. The brands that will win are the ones that allow customer signals, creators, and community behavior to actively shape distribution, merchandising, and even product decisions in real time. In this session, Fabian breaks down how brands can successfully make the shift from a traditional push model to a community-driven pull system.