On September 5th, the first "German-Chinese Brand Dialogue" was held at the Elysee Palace Hotel in Hamburg, Germany, organized by China Central Television (CCTV), the German-Chinese Contemporary Center and the German Brand Academy - University of Applied Sciences in Communication and Management. The event aimed to provide a platform for industry professionals and representatives of outstanding companies from the German-speaking region and China engaged in brand building to exchange and interact with branding experts and scholars as well as entrepreneurs.
The first "German-Chinese Brand Dialogue" consists of a series of presentations and a guest forum, with the two themes "Infinite Play" and "Concrete Communication". The dialogue was organized around the themes of "Infinite Play" and "Concrete Communication", which discussed brand thinking from a forward-looking perspective and the localization strategies of international brands.
Ambassador Extraordinary and Plenipotentiary of the People's Republic of China to the Federal Republic of Germany, Mr. Shi Mingde, delivered a speech, saying: "The German-Chinese Brand Dialogue is an innovative platform for exchange and cooperation between the two countries. I hope that entrepreneurs and experts from China and Germany can pool their ideas, learn from each other and make greater contributions to the economic development and brand building of the two countries and to Sino-German exchanges and cooperation. "
Zhang Ning, deputy editor-in-chief of China Central Television, said: "Brand exchanges between Germany and China are very frequent. German brands such as Mercedes-Benz, BMW, Volkswagen and Montblanc are familiar and popular in China, and Chinese brands such as Midea and Hisense are also close to the daily life of the German people.
At present, Chinese brands have the following three development directions. First, green and healthy, enterprises in the brand communication process closely around the product green, environmental protection concept to deepen the work, in the food and beverage industry is particularly prominent. Second, technology innovation, in recent years, Chinese companies have paid more attention to expressing the technological innovation of their products, and brands attach great importance to expressing their advantages and breakthroughs in technological innovation to consumers in their advertising communication. Thirdly, culture leads the way. China has a 5,000-year history and a deep cultural heritage, and successful Chinese companies pay great attention to spreading the cultural connotation of their brands.
With this forum, we hope to strengthen the exchange and cooperation between the business and economic communities of the two countries, and jointly promote brand building on both sides, so that brands can bring a better life."
Academician Shan Fan, founding president of the German Brand Academy - University of Applied Sciences in Communication and Management and founder of the German-Chinese Contemporary Center, addressed the conference.
The conference was addressed by Dr. Carsten Brosda, Minister of Culture and Media of the State of Hamburg.
Mr. Christian Köhler, Director of the German Brand Association, delivered the keynote speech.
According to Professor Zhang Shuting, Vice President of Communication University of China, the new thinking on brand development for Chinese companies includes:
1. Quality thinking: return to the origin of the product and emphasize craftsmanship;
2. Value thinking: re-examine the brand values, self-imposed requirements and constraints with a higher vision and mission;
3. System thinking: from simple price/channel/technology/capital competition to system competition, rethink the business model, start from the way of value provision, resource integration and profit realization, open up the industrial chain and value chain, and create a business ecology;
4. Innovative thinking: from secondary innovation to integrated innovation to comprehensive innovation;
5. Cultural thinking: digging deeper into the brand connotation, combining traditional Chinese culture and telling a good brand story;
6. User thinking: everything to meet the needs of consumers as the goal, around their lifestyles and consumer scenarios to layout. All industries will become service industries at the end of development.
German-Chinese Exchange Scholarship Program Launching Ceremony
Speech by Ms. Shao Xiaoliang, Director of International Brand Management, Midea Group
Symposium
Presentation by Oliver Gößler, Executive Director of Montblanc Germany, Austria and CEE
Speech by Mr. He Hongbo, General Manager of Hisense Group Germany
Presentation by Ms. Nora Fehlbaum, CEO of Vitra International
Speech by Ms. Li Jia, Brand Director of Janyi Marble Tile
Presentation by Mr. Christoph Isenbuerger, Director of New Brand All-Region Marketing / All-Region Operations, Alibaba Europe
"The "German-Chinese Brand Dialogue" is a non-profit event, during which the organizers also held an exhibition of brand design works by students from German and Chinese universities.
News link: http://1118.cctv.com/2018/09/07/ARTIRVOb4UiGk2x8evR5nOyB180907.shtml
News 30 video link: http://tv.cctv.com/2018/09/07/VIDEicwq6hO7I4wpp9aoqanD180907.shtml
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