40 years have passed since the beginning of China’s reform and opening-up. In that time, Chinese entrepreneurs have built a plethora of world-renowned companies, creating a Chinese miracle in the history of global business. With the wave of globalisation sweeping across the world over the past decade, technological progress and industrial upgrading have gathered momentum. In response to the Belt and Road Initiative, Chinese companies have made a strong showing in the global competitive arena. Meanwhile, as China’s economy slows down, those companies are being forced to transform, upgrade, and improve their global competitiveness in an overwhelming and dynamic environment.
Looking ahead to the next decade, how will Chinese companies create strong local brands by focusing on innovation and entrepreneurship, instead of merely being efficiency-driven? How will well-established overseas brands tune into the concerns of younger Chinese consumers and adapt and change to win their hearts? In the era of mobile internet and smart business, how will Chinese and overseas brands leverage value-connection with their customers and engage them in content creation?
The transformation of the Chinese market and companies is a double-edged sword: it brings with it considerable uncertainty, but it also provides an immense impetus to and exhilarating new possibilities for brand building. Building a strong brand by embracing the trends necessitates a deep and rational rethink of an organisation from the inside out (i.e., from its supply chain to its customers and markets) and from top to bottom (i.e., from its organisational structure to its incentive system). The organisation must have the boldness and confidence to do so. More importantly, it needs to have the resources and capabilities to make a difference. At this forum, participants from both China and abroad will explore how to build a strong brand by embracing the trends from these perspectives.
Forum Organisers
China Europe International Business School
CEIBS is a not-for-profit joint venture established in 1994 with the support of the Chinese government and the European Commission. With a unique positioning of “China Depth, Global Breadth”, CEIBS has made outstanding achievements over the past 20 years by adhering to an international and market-oriented approach and maintaining high-quality teaching standards. Premier Wen Jiabao has spoken highly of CEIBS as “an incubator for excellent business leaders”. As one of the leading business schools in the world, CEIBS organises a number of high-level international forums and roundtables each year that offer an open platform for industry leaders, senior government officials, and renowned academics to share their insights on hot issues facing China and the world.
Shanghai Jing'an District Government
Located in the heart of downtown Shanghai, Jing'an District is home to renowned brands from home and abroad. At present, over 1,200 brand names, including more than 800 international ones, congregate along Nanjing Road, Jing'an District. Plaza 66, CITIC Square, and Westgate Mall, the so-called "Golden Triangle", attract the greatest number of famous international brands in Shanghai.
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May 24 (Friday), 2019 |
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08:00 ~ 08:30 |
Registration |
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08:30 ~ 08:40 |
Welcome Address
Moderator: |
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08:40 ~ 09:20 |
Keynote Speech: Prof. Dominique de Villepin |
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Session I: Market Restructuring and Value Connection |
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As millennials are growing into adulthood in 2019, their demand for customized, intelligent and niche products in increasingly segmented markets are upending public notions of aesthetics and mainstream brands. Mainstream consumers are giving way to completely new and younger faces, who will break traditional rules that have been followed for years in the market. Smart technologies will play a pivotal role in reshaping the entire brand market. Overseas established brands need to adapt and change to follow the trends and meet the changing needs of younger generation consumers; otherwise, they will be hard-pressed to achieve sustained success in the Chinese market in the next 40 years. The same is true with Chinese local brands, which are required to seize the immediate opportunity to outdo their overseas counterparts by focusing on innovation and entrepreneurship instead of merely being efficiency-driven to nurture unique brand spirit and meaning. |
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09:20 ~ 09:30 |
New Trends for Consumer Behaviors Mr. Bruno Lannes |
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09:30 ~ 09:40 |
Technology and New Value Chain Ms. Vivian Cai |
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09:40 ~ 09:50 |
Transformation of Strategic Brand Building in China Mr. Clemens Pflanz |
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09:50 ~ 10:35 |
Roundtable: Moderator: Panelists:
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Session II: Following the Megatrend: Paths to Transformation and Action Plan |
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The vitality of a brand depends on whether it can engage consumers in the whole process of brand building from production to sales and from the supply chain to value creation. The key lies in providing consumers with personalized experience and frequently interacting with them to build value connection and facilitate content co-creation. Media, intelligent or traditional, virtual or physical, serve only as an avenue to reaching and connecting consumers. What matters is how we select media based on affective user preference. What should be the first step for brand transformation? How can we leverage media resources? How should we select media based on different stages of business development by looking into the appropriate data about corporate business needs and consumer demand? |
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10:35 ~ 10:45 |
Digital Upgrading and Brand Development – Current Digital Landscape of China’s Cosmetics Industry Dr. Liu Yuliang |
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10:45 ~ 10:55 |
How do AI Integrate into Traditional Brand Marketing Promotion Ms. Jessie Yang |
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10:55 ~ 11:05 |
The Moment of Evolution : New Era for Bricks-and-Mortar Business Mr. Cai Chongda |
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11:05 ~ 11:50 |
Roundtable: Moderator: Panelists:
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12:00 |
Cocktail |
Registration
• Register Online
• Tel: +86-21-28905047
• E-mail: ckitty@ceibs.edu
Conference Venue
CEIBS Shanghai Campus Pudong Hongfeng Road No.699
Contact Us
For more details about The 11th Prestige Brands Forum, please contact:
Tiffany Chen (Registration)
Marketing & Communications Department
Tel: +86-21-28905354 | Email: ctiffany@ceibs.edu
Kitty Chen (For Registration)
Marketing & Communications Department
Tel: +86-21-28905047 | Email: ckitty@ceibs.edu
Amy Liang (For Chinese Media)
Marketing & Communications Department
Tel: +86-21-28905494 | Email: lamy@ceibs.edu
Kate Jiang (For International Media)
Marketing & Communications Department
Tel: +86-21-28905073 | Email: jkate@ceibs.edu
Address: China Europe International Business School
699 Hongfeng Road, Pudong, Shanghai 201206 P.R.C.
Tel: +86-21-28905890
Fax: +86-21-28905678
