Empowering Two-Way Brand Globalization: 3rd Germany-China Brand Summit Press Conference Concludes Successfully, Organised by Shangdao Zhilian
On 21 August, the press conference for the 3rd Germany-China Brand Summit and the International Brand Communication Symposium were held at 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, and was organised by Shangdao Zhilian (Shanghai) Digital Technology Co., Ltd. (Shangdao Zhilian). It brought together government representatives, leading university scholars, industry-leading entrepreneurs, senior experts and major media from both China and Germany around two-way brand globalization, innovation in international communication and industrial upgrading, establishing a national-level, professional platform for lasting Germany-China brand exchange and industrial matchmaking.
Leading Voices on Opportunity: Multi-Dimensional Discussion for High-Quality Industrial Growth
Building on the long-standing trade relationship between China and Germany and tracking current industry trends, the press conference convened in-depth discussion on frontier topics including international brand communication, digital industrial upgrading, low-carbon and sustainable development, cross-border investment compliance, the low-altitude economy, and AI industrial collaboration, promoting the exchange of resources, technology and experience between quality enterprises in both countries.
In the opening remarks, senior guests set out the significance of and opportunities in Germany-China brand cooperation. Zhang Shuting, President of the Communication University of China, said that brands are a core vehicle for national soft power and that international communication capability is the central support for the globalization of Chinese brands; the university will draw on its academic strengths, connect industry, academia and research across both countries, explore new approaches to international brand communication, and build bridges for talent development and project implementation.
She Xianjun, Deputy Convener of the General Manager's Office of China Media Group, noted that the group draws on its all-media communication strengths in service of the national brand strategy — not only helping domestic brands grow and upgrade, but also continuing to build two-way exchange platforms that help Chinese brands go abroad and international brands take root in China.
Liu Pingjun, Chair of the Advisory Group of the ISO Technical Committee on Brand Evaluation, reviewed the history of China Brand Day and stressed that unifying international brand evaluation standards and refining evaluation systems are essential foundations for high-quality, coordinated Germany-China brand development. Michael Schumann, Chairman of the German Federal Association for Economic Development and Foreign Trade, and Shan Fan, founding President of the German University of Applied Sciences for Brand Management, also joined through a combination of on-site and online participation, sharing perspectives on the complementarity of the two countries' industrial chains, cooperation in intelligent manufacturing, and the cultivation of international brand talent.
The themed discussion session was substantive and implementation-focused. Xu Changdong, President of the Entrepreneurs Association of the Western Returned Scholars Association, examined the global opportunities in the low-altitude economy and the routes for brands to expand abroad; Li Lelu, partner at the German law firm Anfang Baida, drew on practical cases to explain the compliance essentials of Germany-China cross-border investment and overseas acquisitions; Shan Yubing, Chairman of German company Colin Industrial Technology, focused on green low-carbon technology and shared experience in the global application of clean energy technology and sustainable implementation.
The event drew a strong roster spanning a wide range of industries, including leading Chinese enterprises such as CRRC, Sinopec, CNOOC, TCL and Colin Industrial Technology, along with dozens of major media organisations including China Media Group, Xinhuanet, People's Daily Online and Economic Daily, giving it considerable industry influence and communication reach.
Anchoring the Future of Two-Way Cooperation and Upgrading Germany-China Industrial Collaboration
Zhang Hongming, Vice Chairman and Secretary-General of the Organising Committee of the 3rd Germany-China Brand Summit, gave a detailed account of the summit's preparations, positioning and priorities for the year. Following this press conference, the main summit will be held in Berlin on 14 December, continuing to focus on artificial intelligence, intelligent manufacturing, the low-altitude economy, new energy, green and low-carbon development and cross-border compliance, and matching the industrial strengths and brand resources of both countries.
The summit will release the Germany-China Brand 30 Report, mapping the growth logic of benchmark brands in both countries along with their international communication experience and industrial cooperation cases, and providing authoritative data and practical reference for cross-border expansion and strategic partnerships.
As a benchmark national-level brand exchange event, this year's summit adopts an innovative two-venue model — China first, main summit in Germany — continuing to break down barriers to Germany-China brand exchange and supporting both the global rise of Chinese brands and the deeper presence of quality German brands in China. The successful delivery of this press conference rests on the end-to-end coordination, detailed preparation and professional support of the organiser, Shangdao Zhilian, demonstrating the company's combined strength in high-end summit operations, digital industry services and cross-domain resource integration.
In organising the press conference for the 3rd Germany-China Brand Summit, Shangdao Zhilian drew on rigorous coordination, meticulous event services and hands-on digital delivery to ensure a smooth, professional and high-calibre event throughout, building an efficient and authoritative bridge between government, business, academia and industry in both countries. Its work in supporting the summit's discussions, matchmaking and communication was widely recognised by the host organisations, participating guests and media.
Deep Roots in Digital Innovation: Technical Strength Behind a National-Level Event
Shangdao Zhilian (Shanghai) Digital Technology Co., Ltd. is an innovative technology company focused on the digital intelligence industry, with deep experience in digital technology R&D and commercial implementation. Its core business covers custom mini-program development, intelligent website development, compute resource sales, AI agent development and custom intelligent software R&D. Positioned at the forefront of AI-driven digitalization, the company draws on a mature technology stack, extensive project delivery experience and strong government and enterprise relationships to provide one-stop solutions in digital transformation, intelligent brand upgrading, compute enablement and business system development, building a solid reputation and track record in intelligent technology R&D, digital business operations and high-end event resource coordination.
As the core organiser of this event, a representative of Shangdao Zhilian (Shanghai) Digital Technology Co., Ltd. said that the company will continue to build on its strengths in digital technology, compute resources, AI agent development and digital business services, using the Germany-China Brand Summit as a national-level platform to connect government, industry, capital and academic resources across both countries and to take part regularly in bilateral industrial matchmaking, brand empowerment and technology exchange. The company will also continue to work in AI-driven digital innovation, using technology to support the upgrading of traditional industries and the digital globalization of Chinese brands, and building a digital, intelligent and international business services system that helps move Germany-China trade, brand building and industrial collaboration to a higher-quality, deeper stage.