3rd Germany-China Brand Summit Press Conference and International Brand Communication Symposium Held in Beijing
On 21 August, the press conference for the 3rd Germany-China Brand Summit and the International Brand Communication Symposium were held in the round lecture hall of the library at the Communication University of China. The event was jointly hosted by the General Manager's Office of China Media Group, the Communication University of China, the German University of Applied Sciences for Brand Management, the German Federal Association for Economic Development and Foreign Trade, and the International Academy of Brand Science. It brought together government representatives, university scholars, leading entrepreneurs, senior experts and major media from both China and Germany around the themes of two-way brand globalization, international communication and industrial collaboration, establishing a lasting platform for Germany-China brand exchange. As a national-level benchmark platform for brand exchange, this year's summit runs across two venues, in China and in Germany, sustaining two-way brand exchange and practical industrial matchmaking between the two countries.
Building on the long-standing trade relationship between China and Germany, the summit convened in-depth discussion on core topics including international brand communication, digital industrial upgrading, low-carbon and sustainable development, cross-border investment compliance and the low-altitude economy. The aim is to connect quality enterprises on both sides, share experience, help Chinese brands go global at a high standard, and help quality German brands establish themselves in the Chinese market.
Opening Remarks: New Opportunities for Germany-China Brand Cooperation
At the press conference, representatives of the host organisations took the stage in turn, each setting out the significance of Germany-China brand exchange from the perspective of their own field.
Zhang Shuting, President of the Communication University of China, said that brands are an important vehicle for national soft power and that building international communication capability is the core support for the globalization of Chinese brands. The university will continue to draw on its academic strengths, connect industry, academia and research across both countries, explore new approaches to international brand communication, and build bridges for academic research, talent development and practical implementation.
She Xianjun, Deputy Convener of the General Manager's Office of China Media Group, said that as the world's largest new-type mainstream international media organisation by scale, reach and range of formats, China Media Group draws on its leadership, reach and influence to serve the national brand strategy and to support brand growth across every industry. Beyond helping brands grow in the domestic market, the group also works within the global communication landscape to build two-way exchange platforms, helping Chinese brands go abroad and international brands connect with China.
Liu Pingjun — Chair of the Advisory Group of the ISO Technical Committee on Brand Evaluation, former Deputy Director of the General Administration of Quality Supervision, Inspection and Quarantine, and advisor to the International Academy of Brand Science — reviewed the history of the proposal to establish China Brand Day. As a member of the 12th CPPCC National Committee, he submitted the proposal in 2015; in 2017 the State Council formally designated 10 May each year as China Brand Day, and the proposal was named one of the 100 most influential proposals in the 70 years of the CPPCC. He argued that refining brand evaluation systems and building international consensus on brand evaluation are essential foundations for coordinated Germany-China brand development.
Michael Schumann, Chairman of the German Federal Association for Economic Development and Foreign Trade, joined the press conference through a combination of on-site and online participation. He noted that Germany has mature experience in manufacturing and brand development, that the industrial chains of the two countries are highly complementary, and that the association will continue to help German companies engage with the Chinese market and promote brand cooperation in intelligent manufacturing, new energy and high-end equipment.
Shan Fan, founding President of the German University of Applied Sciences for Brand Management, shared his thinking on building brand as an academic discipline and on developing internationally minded talent. A German-Chinese contemporary artist, member of the Free Academy of Arts in Hamburg and recipient of the German government's Order for Art and Science, he said that brand development depends on innovative talent and expressed hope for deeper cooperation between Chinese and German universities to cultivate brand professionals with an international outlook.
Symposium: Industrial Implementation and International Practice
The press conference was followed by a themed sharing session featuring leading figures from across the industry.
Xu Changdong, President of the Entrepreneurs Association of the Western Returned Scholars Association, spoke on the international practice of the low-altitude economy as a brand industry, examining the global opportunities in this sector and the routes to brand building and cross-border cooperation.
Li Lelu, partner at the German law firm Anfang Baida, focused on foreign investment review in mergers and acquisitions, drawing on practical Germany-China cross-border investment cases to offer professional guidance on overseas acquisitions and compliance.
Shan Yubing, Chairman of the German company Colin Industrial Technology, spoke on high-efficiency clean fuel gasification technology — its development, trends and mission in meeting international low-carbon energy and chemical sustainability goals — sharing the global outlook for green low-carbon technology.
The event drew participation from major enterprises including CRRC Corporation, Sinopec, CNOOC, TCL and Colin Industrial Technology, alongside leading media organisations such as China Media Group, Xinhuanet, People's Daily Online, Economic Daily, Workers' Daily, China Energy News, China City News and China.com.cn.
Looking Ahead: A Lasting Platform for Two-Way Brand Globalization
Zhang Hongming, Vice Chairman and Secretary-General of the Organising Committee of the 3rd Germany-China Brand Summit, gave a full account of the summit's preparations, positioning and priorities for the year. He explained that as a national-level benchmark platform for brand exchange, the summit follows a China-first, Germany-main-venue model: following this press conference at the Communication University of China, the main summit will take place in Berlin on 14 December.
This year's summit focuses on artificial intelligence, intelligent manufacturing, the low-altitude economy, new energy, green and low-carbon development, and cross-border compliance, matching the industrial strengths and brand resources of both countries. The summit's flagship publication, the Germany-China Brand 30 Report, will be formally released, mapping the growth paths of benchmark brands in both countries along with their international communication experience and industrial cooperation cases, and providing authoritative reference and data for cross-border expansion and strategic partnerships.
Zhang Hongming said that the organising committee will continue to build a standing system for two-way exchange, with regular government and business visits, industrial matchmaking, academic seminars and brand empowerment activities that connect policy, industry, academia, capital and media. The aim is to strengthen the foundations of Germany-China brand cooperation, help more quality Chinese brands reach international markets and quality German brands establish themselves in China, and deepen cooperation in artificial intelligence, intelligent manufacturing, new energy, the low-altitude economy and green chemicals — moving Germany-China trade, brand building and industrial collaboration to a higher-quality, deeper stage.