On 8th June 2025, CEIBS Global EMBA programme hosted the fourth edition of its annual symposium entitled: Building Bridges: China and Europe, recognising and celebrating 50 years of diplomatic relations between these two economic superpowers.

Around 250 participants attended this event – a diverse audience including CEIBS current students, alumni and faculty, along with guests drawn from the interconnected worlds of business and academia.

This was an unmissable chance to examine the evolving relationship between China and Europe at a time when their relationship has greater global significance than ever. A second Trump administration is rewriting the rules and accepted norms of international relations, forcing nations big and small to revisit their existing assumptions and alliances.

As the Master of Ceremonies for the event, Professor Bala Ramasamy, CEIBS Associate Dean and GEMBA Programme Director, outlined the increasing importance and subtle nuances of the China-Europe relationship during his welcoming remarks:

CEIBS Prof. of Economics, Associate Dean and GEMBA Programme Director, Bala Ramasamy hosts the symposium

"This relationship has never been more important. In today’s turbulent global landscape, marked by geopolitical uncertainty, economic realignment, and cultural shifts, platforms like this become essential. The spirit of cooperation, dialogue, and mutual understanding between China and Europe is not just a diplomatic ideal – it is a business necessity. It allows us to navigate complexity, unlock opportunities, and build a more resilient global economy."

More Cooperation in a time of Intense Competition

First to address the audience on China-Europe relations was CEIBS (China) President, Professor Wang Hong, who outlined how greater cooperation, communication and trust are building blocks for better outcomes for both sides and the world at large.

Opening remarks by CEIBS President Wang Hong

"China-Europe relations have long transcended mere trade exchanges, becoming a cornerstone for global stability and prosperity. The challenges confronting China-Europe cooperation are complex and severe, but their strong complementarity provides vast cooperation spaces for enterprises from both sides, injecting new impetus into global economic growth."

CEIBS (Europe) President, Professor Dominique Turpin echoed this sentiment in a short video address, as he was unable to attend the symposium in person.

Opening remarks by CEIBS (Europe) President Dominique Turpin

“Global challenges are growing more complex and cannot be solved in isolation. China and Europe must engage more, not less. We need more listening, more learning, more collaboration, and more communication. Together, I believe we can shape a more connected, more resilient, and more cooperative future.”

The Future of China-Europe Cooperation

After these initial welcoming speeches, Yang Jiemian, Chairman of the Academic Advisory Committee, Shanghai Institutes for International Studies (SIIS), delivered the first keynote speech of this year’s symposium. Entitled: The Future of China-Europe Cooperation, Yang explained that China and Europe currently stand at a pivotal juncture, where their relationship will profoundly shape global stability, economic revitalisation, climate resilience, and technological governance. 

Taking a “guardedly optimistic” view, Yang shared his belief that both sides have a wide range of overlapping interests that will dictate a strategy of careful cooperation wherever possible.

Keynote speech by Chairman of the Academic Advisory Committee, Shanghai Institutes for International Studies (SIIS), Yang Jiemian

“China and Europe are not destined for conflict, nor are they natural allies. Their relationship is a mosaic of shared interests and vast differences. Yet, in an era of geopolitical flux and planetary crises, their cooperation is not merely beneficial – it is essential.”

Honoring the Past, Shaping a Better Future

This was followed by a second keynote speech, delivered by David Gosset, Founder of the China-Europe-America Global Initiative. In his address – The EU and China: Honouring the Past, Shaping a Better Future – Mr Gosset highlighted how this vital relationship has taken great strides forward since 1975, building dialogue even in the most trying of circumstances. Looking ahead, he argued that both sides must react to current geopolitical challenges by showing genuine leadership paired with greater ambition to protect multilateralism and global cooperation.

Keynote speech by Founder of the China-Europe-America Global Initiative, David Gosset

“True security does not come from military power – it comes from social cohesion, from economic opportunity, from environmental sustainability. Security is not a zero-sum game; the more secure your neighbour is, the more secure you are. The European Union and China are not just economic giants; they are cultural, intellectual, and moral forces. They have thousands of years of history, of thought, of creativity. They have shaped civilizations. And now, they have the chance to shape the future – together.”

Part One: European Companies in China

After the initial speeches, the symposium then addressed the China-Europe relationship from both sides of the aisle in a series of one-to-one dialogues between CEIBS professors and their guest interviewees. Part One analysed the current reality facing European companies embedded in China.

The opening dialogue was held between Professor Shameen Prashantham (Professor of International Business and Strategy, Associate Dean (Africa), CEIBS) and Jerry Wang, President of Siemens Healthineers Greater China, Member of Siemens Healthineers Global Leadership Committee and a CEIBS alumnus.

Dialogue by CEIBS Professor of International Business and Strategy, Shameen Prashantham (Left) and President of Siemens Healthineers Greater China, Jerry Wang(Right)

Between them, they discussed how a post-COVID world has not returned to a state of relatively predictable market conditions and steady growth, but has in fact become more unpredictable and complex. For European companies in China, tapping into China’s innovation ecosystem allows them to be better prepared for the increasingly rapid pace of change occurring not only in its domestic markets, but globally.

“The pre-COVID world is not coming back. We need to accept that the new normal is not an outlier; it’s part of a global transformation of business norms. That means you have to be quicker on your feet than ever. At Siemens Healthineers, we believe that healthcare is universal and that cooperation is crucial to improve it, to everyone’s benefit. China as the ideal place to build bridges, to create platforms for collaboration between physicians, pharma companies, local and national government institutions, so we can innovate faster, together.” – Jerry Wang

The second dialogue shifted from healthcare to the automotive industry. Hosted by Professor Yajin Wang, (Professor of Marketing, Associate Dean and Research Area Director of ESG) she and her guest Andrea Maganzani, CEO of Pirelli Asia Pacific, also highlighted how China’s ability to incubate innovation, at speed and at scale, is a crucial part of its appeal to European companies.

Dialogue by CEIBS Professor of Marketing, Yajin Wang (Left) and CEO of Pirelli Asia Pacific, Andrea Maganzani (Right)

“The pace of change is tremendous in China, and that is a strong advantage for us, given our focus on developing customized solutions according to market's evolutions. We compete in the high-end tyre segments, and innovation is how we consistently strengthen our brand by offering improved performance and smarter products. That means we need to develop new technologies faster than our competitors, and China is the best place to do just that.” – Andrea Maganzani

Professor Shameen Prashantham also moderated the third dialogue, this time interviewing Holly Lei, Senior Vice President of the Covestro Group and President of Covestro China. Here, the conversation turned to the increasing alignment of European and Chinese strengths, specifically regarding the development of greener industrial practices and approaches.

Dialogue by CEIBS Professor of International Business and Strategy, Shameen Prashantham (Left) and Senior Vice President of Covestro Group, Holly Lei(Right)

“On sustainability, there are endless opportunities for collaboration between Europe and China. No single company or sector can tackle our shared environmental issues alone. When ‘European quality’ meets ‘China speed’ (i.e.: the fertile testing ground of Chinese markets and innovation ecosystems) it’s the perfect combination to create more sustainable outcomes, products and practices at the kind of speed needed to make them scalable.” – Holly Lei

Part Two: Chinese Companies in Europe

The second half of the symposium shifted to the perspective of Chinese firms with significant interests in Europe, or those preparing their “Chuhai” (‘Going Global’) strategy.

Professor Prashantham hosted the first dialogue, hosting guest speaker Peter Pan, Chairman & CEO of Chervon Holdings Limited. Chervon is a power tools brand that was part of the previous Chuhai wave going out of China and into the world over a decade ago. The professor asked Mr Pan to explain how a young Chinese company managed to move from being an OEM for Bosch, to acquiring Western brands, and then developing a highly successful billion-dollar brand (EGO) for the US/EU market, all within the space of just 30 years.

Dialogue by CEIBS Professor of International Business and Strategy, Shameen Prashantham (Left) and Chairman of Chervon, Peter Pan(Right)

“There’s a parallel with Tesla changing the auto industry in a short space of time. In our industry, there was a perception that small, quiet, efficient battery-based engines were too expensive and underpowered for power tools. But we persevered, we believed in our idea, in our ability to fuse European and Chinese capabilities, and it has paid off. For brand building purposes, especially in Western markets, you must have this strength of belief – it informs your approach and translates into a recognisable and reliable brand.” – Peter Pan

In the second dialogue, Professor Wang sat down with Jin Li, who is the Overseas General Manager of TCL Zhonghuan Co., and a CEIBS alumna. Jin explained that in the telecoms industry, branding is the key to market credibility in Europe. Acquiring existing brands is an important aspect, but strong performance on ESG and sustainability is also crucial for projecting strength and resilience.

Dialogue by CEIBS Professor of Marketing, Yajin Wang (Left) and Overseas General Manager of TCL Zhonghuan,Jin Li (Right)

“In saturated markets, differentiation through quality and IP is critical. TCL’s brand equity gave us instant credibility in the early 2000s, and it’s an enduring strategic advantage today. IP management is equally vital. Two decades ago, Chinese firms routinely faced IP lawsuits from Western clients. Today, disputes are among Chinese firms, underscoring the need for rigorous IP practices that protect your brand and your credibility.” – Jin Li

The final dialogue of the symposium saw Professor Majid Ghorbani (Associate Professor of Management Practice; Deputy Director of Global MiM CEIBS (Switzerland)-ESCP Double Degree Programme) engage with CEIBS alum and CFO of Pharmaron; Gilbert Li. Pharmaron is an end-to-end pharmaceutical R&D platform. Gilbert explained that as a service provider, it’s even harder to build trust than with a product-based company, especially if it is new to the market, as it must overcome the “liability of foreignness”.

Dialogue by CEIBS Associate Professor of Management Practice, Majid Ghorbani (Left) and CFO of Pharmaron, Gilbert Li (Right)

“Unlike a product, which can be touched, used and easily reviewed, our clients must put a lot of faith in our service platform up front. Fortunately, we were able to leverage China’s large pool of science graduates and ‘global returnees’ (scientists returning to China and bringing back global research expertise) to create an economy of scale and subsequently offer lower costs to draw in clients. Then we prove our worth and secure their repeat business.”– Gilbert Li

Strategies for Success, in both Directions

Having heard from current executive leaders of diverse companies straddling the China-Europe relationship, the audience of CEIBS GEMBA’s 4th Annual Symposium left with a deeper understanding of how both entities are reliant on each other’s cooperation and goodwill to stabilise economic relations, allowing businesses to operate in good faith while forging stable partnerships.

More specifically, for European companies to succeed in China, they must:

Invest time and resources to strengthen communications between the European headquarters and China subsidiary. China moves at a relentless pace; fully leveraging its markets and innovation ecosystem requires the HQ to give the China arm some leeway and the flexibility to move quickly.

“Find your niche, don’t try and appeal to everyone, everywhere.” – Recognise that the China market is getting increasingly crowded, and European companies who don’t have a lengthy history here will struggle enter the market unless they are extremely targeted in their approach. Half-hearted attempts to slot a generic offering into Chinese markets are practically doomed to fail.

Embrace the ability to test, refine, offer and improve your offering in high-speed, discerning market conditions. Bring the best of European technical skill and put it to work in the world’s most dynamic “business lab”, where its merits will be thoroughly tested and the pace of change will force you to innovate.

Part I Summary & Panel Q&A moderated by CEIBS Professor of International Business and Strategy, Shameen Prashantham 

Meanwhile, Chinese companies operating in Europe must:

Let the product do the talking – If you want to change perceptions about the quality of China-manufactured goods, ensure that your product leaves no room for doubt in the consumer’s mind once it is in their hands. Even if this means pricing the product higher than more established brands, justifying the quality of Chinese innovation and manufacturing is the strongest marketing statement you can make.

Protect your credibility in the market through a combination of strategic acquisitions, rigorous IP practices, and a general commitment to long-term, good faith partnerships with European suppliers and subsidiaries. Building a strong brand goes beyond the product; your communications, ESG achievements and customer interactions require equally careful consideration and investment.

Leverage China’s inherent strengths in terms of the breadth and depth of its talent pool. Create economies of scale in R&D, manufacturing and supply chain resilience, allowing you to outperform local rivals on reliability as well as cost.

Part II Summary & Panel Q&A moderated by CEIBS Associate Professor of Management Practice, Majid Ghorbani

The recurring message of this year’s symposium is that Europe and China offer companies on both sides increasing opportunities to cooperate, innovate and thrive. China’s fast-paced innovation ecosystem and economies of scale can be paired with the technical skill and brand-building expertise of Europe to take any company to the next level in terms of its brand strength, global presence and inherent capabilities.

This resonates with CEIBS’ enduring mission to foster closer relations between China and Europe, and more broadly between China and the world. By consistently enabling an environment based on mutual respect, deeper understanding, and lifelong learning, we can help create the right conditions for a more inclusive global society that values cooperation over competition.

About CEIBS Global EMBA Annual Symposium

The CEIBS Global EMBA Symposium is an annual event hosted at the CEIBS Shanghai Campus. Every year, it aims to explore the most pressing business challenges facing both Chinese companies and MNCs with a presence in China. The overall theme and selection of guest speakers changes based on the focus of that specific year, and professors from CEIBS’ own faculty are tasked with shaping an informative dialogue with those industry experts invited to the symposium, to draw out their invaluable insights for the audience to absorb. Through the symposium, CEIBS Global EMBA aims to promote mutual understanding by engaging in up-to-the-minute analysis of the business trends that matter most.