Internationalization and quality employmentThe Sino-German Branding Department at Zhejiang Wanli University is an important goal in the training of professional talents. In the "Sino-German Career Show" series of tweets, we focus onOutstanding Sino-German Branding alumni who went on to higher education and entered the global workplace after graduationIn addition, they are invited to share their experiences in job creation and career development by retracing their footsteps as they live and grow up around the world.
Today, the main character of our interview isOutstanding Graduates of Sino-German Class 18 Advertising (2+2) Program - Lv ZhinanMr. Kurtz is a graduate of the Chinese Academy of Fine Arts (CAFA). After obtaining his undergraduate degree in Brand Communication at the University of Applied Brand Sciences in Germany, he went on to study for a master's degree in International Brand Communication at the China Academy of Art and graduated successfully. With his solid professional knowledge, excellent professionalism and international perspective, he has been successfully employed inJNBY Jiangnan Buyi, an international fashion brand group originated in China.
JNBY, an international fashion brand group originated in Hangzhou, China, founded in 1994, has won wide recognition for its unique design concept and exquisite craftsmanship.JNBY designs, promotes and sells fashionable apparel, footwear, accessories and home furnishing products, with a portfolio of brands that includes JNBY women's apparel, CROQUIS men's apparel, jnby by JNBY children's apparel, LESS women's apparel, POMME DE TERRE children's apparel, JNBYHOME home furnishing, A PERSONAL NOTE 73 men's apparel, and so on, LESS women's wear, POMME DE TERRE children's wear, JNBYHOME home furnishings, A PERSONAL NOTE 73 men's wear and so on. By 2022, JNBY will have a total of 1956 independent brick-and-mortar retail stores around the world, located in China, Japan, Russia and Australia.
"Finding your purpose and direction is a must for every newcomer to the workplace."Zhunan Lu summarizes. His journey of career exploration isThe process of transformation from confusion to clarity. "
When I first entered university, I was as confused as most people; after two years of study in Ningbo, I went to Germany to start studying brand communication, and as the quality of listening to lectures declined due to the language communication barrier, I began to realize thatImportance of intercultural competence." After a systematic study of brand communication, Lu Zhunan gradually built up his knowledge framework and developed a strong interest in brand content creation. "In graduate school, IMore in-depth study of the internal logic and strategic approach to brand communication, graduated with a GPA of 1.3 (on the German grading system, where 1 is the highest and 5 is the lowest), and received aOutstanding Student Scholarship. I grew convinced of my strengths in logical content creation and found a direction for my future career."
Utilizing Chinese and German Teaching Resources Focusing on Cultivating Theoretical Frameworks
"The Sino-German Branding Department has helped me a lot during my studies and in my employment." InSino-German International Talent Cultivation Model, Intercultural Learning and Exchange Model and '2+2' Project Management ModelThe training has benefited Zhunan Lu. "In terms of language, throughIELTS course teaching, professional English tutor classesetc., my English foundation has been significantly improved and I have gradually developed my own theoretical framework system through cross-cultural communication and learning."
At the same time, Lv Zhunan is interested inSino-German Lecture Series on International Design and Innovation TrendsThe memories are particularly strong. "Our school division wouldInvite branding industry leaders from around the world to give lectures., the sharing of their thinking about the industry helps us to takeNew perspectives on problems, new ways of understanding concepts, fostering the construction of a frame of mind, a logical web of thought, and an understanding of brand thinking for cross-cultural communication environments, rather than simply instilling specialized knowledge."
Zhunan Lu recalls, "In a"International Trends in Design and Innovation"When discussing the case of 'people wanting to get from point A to point B', the lecturer used the analogy of a 'faster horse' and a 'better carriage' to illustrate the misunderstanding of the need for innovation. , emphasizing that true insight lies in understanding the underlying need for people to get to point B, not just providing a faster way to get from point A to point B. This made me realize thatIn brand communication, Insight is not just about observation, but also about digging deep into the heart of the user's desires and needs."Lv Zhunan further explains that this kind of deep insight is exactly what he is constantly pursuing in the field of brand communication, and in his subsequent work practice he pays more attention to digging out the real needs of consumers as a way to guide his strategy development and content creation.
Commitment to specific project research Specialized learning in practical contexts
"Constant and persistent learning and the integration of theory into practice have enabled me to adapt quickly and excel in the practical aspects of the program."In his first group practice course project in Hamburg, Lu Zhunan integrated his professional learning to help theGermanNon-alcoholic spirits "UNDONE" brandStanding out in the fierce market competition, through the brand's domestic and international market analysis, trend development, competitor analysis, media communication strategy, consumer insights and other aspects of in-depth research, so that "UNDONE" successfully captured the pulse of the market, and set up a unique image in the young consumer groups.
In addition, Zhunan Lu worked with team members for theGlobal e-sports marketing promotion program for the BMW brandA set of innovative marketing strategies was developed. Through precise market positioning and media communication strategies, they successfully combined the automotive BMW brand with e-sports culture, carried out a series of online and offline exposure activities through domestic media, and increased the visibility of the new BMW model in the domestic market by co-branding it with a famous gaming team, as well as winning more young consumers for BMW and expanding the consumer market.
Practical Transformation of Branding (Internships and Trainings in German Companies) - The PTPB program is an important pedagogical feature of the German University of Branding and Applied Sciences.. The program requires students to participate in a complete enterprise project to solve a real problem faced by the enterprise under the joint leadership of the school mentor and industry mentor before graduation. Zhinan Lu cherishes the valuable experience of this practical course, "Practical training with real problems has effectively improved my professional ability and quality, and laid a solid foundation for my career."I'm sorry," he said.
Intercollegiate Diversified Positions Build Professional Experience
During the first two years of his studies at the Sino-German Branding School, Lu Zhunan served asHead of Post Department, Sino-German All Media CenterIn addition, he has led members of the department into video production, public tweet header image and poster creation, not only mastered all kinds of video editing and graphic design software, but also greatly enhanced his professional drawing and production skills.
During his two years at the Brand University of Applied Sciences in Germany, Zhunan Lu not only focused on his studies, but also served asInternational Student Assistantof the position. This role gave him the opportunity toIn-depth understanding of brand communication strategy development, brand operation mechanism and brand management knowledgeand apply what they have learned in practical work, also contributing to the international exchange of the university.
His studies at the China Academy of Art gave him an all-around understanding of branding, which led him to work at Jiangnan Buyi Enterprises as aAssistant to the Chief Operating OfficerIn addition to the brand strategy planning and execution, the company is able to assist the COO (Chief Operating Officer) with ease, and give full play to its professional strengths on the basis of an in-depth understanding of the brand operation.Apply brand thinking, expertise, and logical thinking skills to your work.
Active participation in internships for early adaptation to the workplace"Internships are important in that they allow me to understand what kind of work environment I'm suited to and how to translate theory into practice." Lv Zhunan's first internship was as a photographer's assistant at Shanghai Ziru Enterprise Management Co. where she was responsible for shooting advertisement dailies, meeting scenes and process videos. "This was my first real contact with the workplace. During the three-month internship, I gradually improved my ability to adapt to the workplace, and at the same time applied the theoretical knowledge of photography taught in my self-study and school courses to practical work." During this internship experience, Lu Zhennan deeply appreciated the difference between studying and working, "After really entering the working environment, every mistake is directly related to the production cost, the timeliness requirements and the arrangement of tasks will be more intense, there is little room for error, to avoid making mistakes, you need to be more rigorous work attitude and efficient solution ability."
"In my second internship, I had the honor of joining theFamous German Company - DEHUA DEHUA GroupI'm in charge of what I'm good at.Video post and poster processing work. This job has allowed me to earn a certain amount of money in Germany and to be able toExperiencing life abroad to the fullestI also visited many places in Germany in my spare time to broaden my horizons." Zhunan Lu recalled, "Looking back on this experience, I am deeply impressed that ISignificantly improved understanding of work patterns and cultural exchanges in multinational companiesI was more apprehensive about the work environment than I was when I first started my internship. Compared to my first internship where I was apprehensive about the work environment, this time I was more challenged by cultural differences and technical operations. ButThanks to the studies and practical experience gained during the university years., I've been able to take these challenges in stride and have the mental expectations and coping strategies in place."
"Offered by the Sino-German Branding DepartmentInternational perspective development, rich practice opportunities, and branded professional programsMentoring has given me a solid foundation during my college years, which has provided me with strong support for a successful career in a multinational organization." Zhinan Lu said, "In the workplace, you are also constantly exposed to, and learning new content thatAlways keep a good mindset of willingness to learn and progress, and master the skills of learning, not only helps to enhance personal competitiveness in the workplace, but also is an important way to realize self-worth."
For the younger students who are still on the road to quality employment, Lv Zhennan shared his experience:
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institutesPlan ahead and think about where you want to go after your undergraduate degreeWhether you choose to take the public examination and editorial board, go to graduate school to expand your studies abroad, or choose direct employment in a position related to your major, dissect your internal needs and potential motivations.
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When choosing employment, you can first consider the city, carefully prepare a resume for 2 to 3 interested companies, not sea casting, theCustomize your resume for specific positions, focusing on highlighting your strengths and job matches.
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When writing a resume, it is important toFocused, concise and easy to understandIn order to make your resume more attractive, you should give priority to highlighting the experiences and achievements that are most relevant to the target position and truly reflect your personal strengths, so that the recruiter can see your highlights at a glance. At the same time, reasonable arrangement of the structure of the resume, the content of the hierarchy, pay attention to the layout of the beautiful, so that it is both professional and attractive.
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during an interviewStay confident and maintain eye contactIn addition, you can express your ideas with clear logic, show your enthusiasm for the position and understanding of the industry, present yourself sincerely and proactively, and let the interviewer see your unique value.
Lv Zhuannan's path of growth and fulfillment of his duties shows thatSino-German Branding Department's Internationalized and Applied Talent Cultivation ModelWe hope that more Sino-German students like Mr. Lu will cross the cultural barriers and apply what they have learned in the global workplace. We hope that more Chinese and German students like Mr. Lu Zhunan will cross the cultural barriers, apply what they have learned, and make their mark in the global workplace.
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