On June 30th, the Shanghai International Advertising Festival, together with the Department of International Trade and the UK Advertising Export Group, jointly hosted the 2021 UK-China Business Exchange Conference at the British Center of the British Consulate General in Shanghai. International fast-moving giant Unilever, brand city Tmall and more than 20 emerging brands attended the event, and focused on the theme “From China to the world, how to help new brands grow rapidly”, to discuss how emerging brands tell good brand stories and accumulate brand value , So as to achieve sustainable growth and international development.
The British Consul General in Shanghai, Mr. Hu Keding, said in his welcome speech: “British institutions and brands are keen to explore in China and cooperate with China. In 2019 and 2020, the British trade delegation will be led by the British government departments and industry associations. The Shanghai International Advertising Festival, and through the efforts of all parties, has promoted more and more outstanding Chinese brands to establish international communication cooperation with British agencies. Chinese brands have provided British companies with new business models and ideas, especially Customization for the Chinese market.”
Ms. Hao Jiani (Janet Hull) Chair of the UK Advertising Export Federation, and Mr. Ji Huamin, Executive Secretary of the Organizing Committee of the Shanghai International Advertising Festival, also expressed their hope that with the help of the advertising and marketing industries of both parties in the future, they can promote more The globalization process of many cutting-edge brands.
Speakers included
Mr. Fang Jun, Vice President of Data and Digital Development of Unilever China, as an industry leader with an international brand background and active in incubating and supporting new brands, shared in the keynote speech Unilever’s digital standards and customized services The case of helping emerging brands grow, through their own years of brand operation experience and global ecological resources, empowering emerging Chinese brands, and hope to reach in-depth cooperation with more emerging brands.
In the past three years, new brands that have entered Tmall Super 10W+, such as Perfect Diary and many other new brands have also moved from Tmall to the world. Based on strong data support, Mr. Wu Feng, the new consumer director of Tmall Merchant Marketing Center , shared in his speech the growth model of new brands on Tmall, as well as in-depth insights on consumer mental operations and brand marketing strategies. At the same time, Tmall also hopes that in the future, it can recruit more industry partners to build a good new brand ecology and help Chinese entrepreneurs build a group of new consumer brands that can be based in China and face the world.
The session then broke out into roundtables to discuss the following items:
Round table discussion I
An era of Chinese brand innovation where elephants and ants dance together
Mr. Fang Jun, Vice President of Data and Digital Development of Unilever China, Ms. Jiu Jin, founder and CEO of Particle Mania, Mr. Taozheng Wang, founder and CEO of Guan Erge, and Ms. Kaiyi Qin, founder of DEVIL&DETAIL Research Life Round table topic discussion. As a representative of a new brand supported and grown by Unilever’s U-Creation Incubator, he shared the experience of new brand operation-a brand that wants to go out of the circle must first be differentiated in order to be competitive, and use advertising and marketing to form a public relations influence to gain voice. However, if a brand wants sustainable development, it should maintain its tone and stick to its original intention.
Round table discussion II
Helping the rapid growth of new and cutting-edge brands, how can cutting-edge brands expand on the international stage
Dedicated to brand building, British industry partners who provide precise solutions in information, creativity and marketing have formed a roundtable discussion with a number of emerging Chinese brands-CATLINK, Apus, Creative City, Made in London, Across the Pond and PingPong Digtal , Many parties discussed how to promote the rapid growth of the brand and expand the international stage. Brand strategic positioning and long-term planning are the foundation for the sustainable development of the brand. Telling the brand story well, establishing one’s own brand culture, and understanding the current stage of the brand and whether the track where the brand is located are the key elements for the brand to go overseas, to create a humane and localized The brand core of the brand can better help the brand to go overseas.
Round table discussion III
The development trend of emerging brands and insights and predictions on going international
Gululu, Neolithic Unmanned Vehicles, Crowd and Qumin discussed brand development trends and insights into overseas markets. The epidemic has promoted the growth of online traffic. Therefore, for new and cutting-edge brands, it is the only choice for new brands to operate online platforms and use social media channels to obtain huge C-end voices. And from the local to the international is also the only way for new and cutting-edge brands as they mature. Talking about this topic, the guests believed that in fact, all brands can go overseas as long as they have a suitable market environment. The key is that the brand going overseas is a long-term behavior, and sustainable development is the focus.
If you would like to present at one of our international events please contact Aisling Conlon, Marketing Manager, UKAEG
