• About CEIBS

    China Depth, Global Breadth

    CEIBS Beijing
    664
  • About CEIBS

    Unmatched China knowledge, proven global expertise

    CEIBS Shanghai
    664

CEIBS 11th Prestige Brands Forum 2019

The Chinese Market and Companies in Transformation: Building Brands by Embracing the Trends

Contact

Tel: 
Post: 
No. 699 Hongfeng Road, Pudong Shanghai, PRC

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

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.

May 24 (Friday), 2019

08:00 ~ 08:30

Registration

08:30 ~ 08:40

Welcome Address

  • Dr. Snow Zhou
    Assistant President, CEIBS
  • Mr. Zhou Haiying
    Member of the Standing Committee of CPC Shanghai Jing'an District Committee  Deputy Mayor of Jing'an District

Moderator: 
Prof. Jane Wang
Associate Professor of Marketing, CEIBS
CEIBS-Jing'an International Fashion Industry Research Cente

08:40 ~ 09:20

Keynote Speech: 
Predicting and Analysing the Chinese Market: the Megatrend and How It Drives Corporate   Change and Innovation

Prof. Dominique de Villepin
Distinguished Professor, CEIBS
Chairman of CEIBS Int'l Advisory Board
Former Prime Minister of France

Session I: Market Restructuring and Value Connection

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.

09:20 ~ 09:30

New Trends for Consumer Behaviors

Mr. Bruno Lannes
Partner, Bain & Company (Greater China)

09:30 ~ 09:40

Technology and New Value Chain

Ms. Vivian Cai
Ymatou Co-Founder & CMO

09:40 ~ 09:50

Transformation of Strategic Brand Building in China

Mr. Clemens Pflanz
Founder and President, Germany's Luxury Association MEISTERKREIS

09:50 ~ 10:35

Roundtable:

Moderator: 
Prof. Jane Wang
Associate Professor of Marketing, CEIBS
CEIBS-Jing'an International Fashion Industry Research Centre

Panelists:

  • Mr. Bruno Lannes Partner, Bain & Company (Greater China)
  • Mr. Clemens Pflanz Founder and President, Germany's Luxury Association MEISTERKREIS
  • Ms. Vivian Cai Ymatou Co-Founder & CMO

Session II: Following the Megatrend: Paths to Transformation and Action Plan

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?

10:35 ~ 10:45

Digital Upgrading and Brand Development – Current Digital Landscape of China’s Cosmetics Industry

Dr. Liu Yuliang
Chairman, China Association of Fragrance Flavour and Cosmetic Industries
Society of Cosmetic Science and Technology

10:45 ~ 10:55

How do AI Integrate into Traditional Brand Marketing Promotion

Ms. Jessie Yang
Senior Vice President of InMobi Global and General Manager of InMobi Greater China

10:55 ~ 11:05

The Moment of Evolution : New Era for Bricks-and-Mortar Business

Mr. Cai Chongda
CEO, MAGMODE

11:05 ~ 11:50

Roundtable: 

Moderator:
Ms. Irene Tang
Founder & CEO of Fulishe
Secretary General of CEIBS Fashion & Creativity Alumni Association

Panelists:

  • Mr. Cai Chongda CEO, MAGMODE
  • Dr. Liu Yuliang Chairman, China Association of Fragrance Flavour and Cosmetic Industries; Society of Cosmetic Science and Technology
  • Ms. Jessie Yang Senior Vice President of InMobi Global and General Manager of InMobi Greater China
  • Ms. Wang Xiaoyi Head of Tmall Luxury Marketing Centre

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

Map