On September 6, 2019, the second "German-Chinese Brand Dialogue" jointly organized by China Central Radio and Television, German-Chinese Contemporary Center and German Brand Academy - University of Applied Sciences for Design and Communication was held at the Elysee Hotel in Hamburg, Germany. As the only invited university in China, President Ying Min of Zhejiang Wanli College attended the forum and delivered a speech.
More than 450 representatives from government authorities, industry associations, think tanks, companies, R&D institutions, universities and mainstream media from China and the German-speaking region participated in an open and professional atmosphere to discuss the opportunities and challenges that digital transformation brings to the world of brands and the respective understanding of digitalization in both China and the German-speaking region.
This year's "German-Chinese Brand Dialogue" focuses on the theme of "Brand Thinking in the Digital Era" and discusses the international digitalization process in the form of brand exchange, showcasing the results of the efforts of brands from both regions in the international digitalization field and their strengths in their own fields. This will create opportunities for dialogue and cooperation between China and the German-speaking countries in the field of digitalization and lead to mutual understanding and cooperation in other areas. The "Dialogue" consisted of a series of presentations and a panel discussion, which focused on two themes: "Infinite Play" and "Concrete Exchange".
Ms. Qi Song, Chief Marketing Officer of Chain Home, Terry von Bibra, General Manager of Alibaba Group Europe, Ying Min, President of Zhejiang Wanli College, Li Shiwei, Vice President of Tencent Cloud and General Manager of Europe, Fan Zheng, CEO of China Smart Charge XCharge Europe and other representatives and experts from various organizations attended the event and presented exciting reports and discussions to the audience.
How to do a good job of Sino-German brand education cooperation in the digital era? As the only invited university in China, President Ying Min of Zhejiang Wanli College gave his answer in his keynote speech. In his opinion, the digital era should focus on cultivating cross-cultural brand talents with 6C competencies: Consensus with Consumers, Computation & Data-analysis, Communication Skills, Creativity & Innovation, and Comprehension of Design, Creativity & Innovation, Comprehension of Design, and Cultural Empathy.
Ying Min said, whether from the conceptual commonality, or complementary and mutually reinforcing industrial perspective, as well as the development consensus between Hamburg, Germany and Ningbo, Sino-German cooperation is an effective way to train branding talents in the digital era. He believes that in recent years, Zhejiang Wanli College and the German Brand Institute have jointly created the Sino-German Institute of Design and Communication, and through the 2+2 model, about 150 students of brand design, communication and management go to the German Brand Institute in Hamburg every year. Together with the German Design Council and the German Brand Association, we have established the Sino-German University of Applied Brand Science, introduced German teachers to participate in the teaching of the 2+2 Chinese section, offered a course on "Chinese Culture and Chinese Brands" for German students, and offered a course on The "Intercultural Competence Enhancement" course is proof that the Sino-German brand education of Wanli College has been in the forefront of the times.
Ying Min also expressed his hope that the Sino-German University of Applied Sciences in Branding would become a training base for a new generation of Sino-German branding talents, a platform for research, innovation and transformation of Sino-German brand thinking, and a model for Sino-German cooperation in applied higher education.
It is reported that this is the second time that Zhejiang Wanli College is invited to participate in the first "German-Chinese Brand Dialogue" after the invitation.
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