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On May 27th, the 3rd Sino-German Brand Innovation Forum was successfully held at the Hamburg Campus of Zhejiang Wanli University. The forum invited senior experts and renowned scholars in the fields of brand design, communication, marketing and management from the Chinese and German-speaking regions to focus on"Cross-Cultural Innovation for Old Brands."Carry out a series of keynote speeches, work releases and thematic discussions to deeply explore the digital and international development path of old brands in the era of globalization. Nearly 1,000 participants from China, Germany and other countriesBranding industry practitioners, university faculty and studentsParticipation in the forum was through online and offline means.
The forum is guided by China Advertising Association, German Brand Association and German Design Council, and organized by Sino-German Branding Department of Zhejiang Wanli University, Hamburg Campus of Zhejiang Wanli University and School of Art, Design and Media of East China University of Science and Technology, aiming to jointly promote the education and teaching, practice and application of "branding science" and scientific research, and to explore the brand building of products, enterprises and cities in both regions, and to contribute to social and economic development. The purpose of the event is to jointly promote the education, teaching, practical application and scientific research of "brand science", to explore the branding of products, enterprises and cities in Ningbo and Hamburg, and to contribute to social and economic development.
At the opening ceremony, Wang Shoutao, Counselor of the Cultural Office of the Chinese Embassy in Germany, delivered a speech. He said that the Hamburg Campus of Zhejiang Wanli Institute is an important achievement in the field of cultural exchange and cooperation between China and Germany, and it is the embodiment of Wanli's open mindedness, courageous attempts and positive practices, and it has made a lot of contributions to Sino-German cooperation in education and humanistic exchanges and mutual understanding. Looking forward to this Sino-German Brand Innovation ForumTo collide sparks of ideas and contribute the light of wisdom to the continuity, innovation, unity, inclusiveness and peacefulness of material civilization.
Shan Fan, President of the German University of Branding and Applied Sciences, Lv Jie, Vice President of Zhejiang Wanli Education Group, and Lin Zhihua, President of Zhejiang Wanli College, delivered speeches one after another, in which they fully affirmed the significance of this forum in promoting the exchange and integration of branding sciences between China and Germany and the mutual understanding and win-win situation of the branding industry. They also said that they would take this opportunity to explore the innovative development path of traditional brands in the new era and inject new impetus into the strategy of a strong country; on the other hand, they would continue to give full play to the role of the Hamburg Campus as a bridge to promote the continuous and in-depth exchanges between China and Germany in education and culture.
In the forum session, six experts in the field of brand science from China and Germany delivered keynote speeches on the opportunities and challenges of cross-cultural innovation of old brands.From the social, cultural, economic and aesthetic dimensions, they discussed the possibility and realization path of digital and international development of old brands in the era of globalization, as well as the theory and experience of cross-cultural communication and digital intelligence transformation of old brands.In the roundtable discussion, Chinese and German guests carried out an in-depth discussion on "cross-cultural innovation of long-established brands", and they exchanged views on how to innovate in inheritance and seek changes in history.
At the same time, the "Old Brand - New National Trend Innovation Design Exhibition" is also on display at the Hamburg Campus. More than 80 excellent design works from the Sino-German Branding Department of Zhejiang Wanli University, the School of Art, Design and Media of East China University of Science and Technology, and teachers and students from design schools all over China are on display.Modern youth's unique concept and aesthetics of brand culture heritage and innovation.
The successful holding of the 3rd Sino-German Brand Innovation Forum has not only injected new impetus into the communication and cooperation in the field of brand innovation between China and Germany, but also provided strong support for promoting the internationalization of Chinese old brands and the export of old brands to the sea. In the future, Zhejiang Wanli University will continue to join hands with the German University of Branding and Applied Sciences, play the advantages of the platform, andStrengthen exchanges and cooperation with the international brand innovation field, and actively promote the sustainable development and progress of Chinese brands in the international arena.
On the scene of the forum, Wang Shoutao and Lin Zhihua jointly listed Zhejiang "One Belt, One Road 'Silk Road College'" for the Hamburg campus of Zhejiang Wanli College.
It is reported that the Hamburg Campus of Zhejiang Wanli University was established in 2018, which is a new high ground for the opening up of the school's education to the outside world. The school actively tells Chinese stories and spreads Chinese culture through the Hamburg Campus, showing China's unique charm and good image to the world.2022, the Hamburg Campus was selected as one of the first "Belt and Road 'Silk Road Colleges'" in Zhejiang Province, undertaking theBuilding a platform for cultivating foreign economic and trade talents and humanistic exchangesWe will play an active role in the training of human resources and skills, country-specific environmental research, consultation on regulations and policies, and educational and cultural exchanges, so as to make positive contributions to the promotion of humanistic exchanges and friendly relations between China and the countries along the Belt and Road, and to the high-quality promotion of the construction of the Belt and Road. Make positive contributions.
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