New Driving Forces of Chinese Brands

February 11, 2018

Chinese brands have come a long way in recent years, but still trail their foreign counterparts when it comes to creating a brand image as well as their ability to set trends. CKGSB will host a high-level forum with senior industry participants to discuss the main issues currently facing Chinese brands.

Rapidly rising Chinese brands are facing two major challenges. First, while emerging variables such as digital technology, interconnectivity and social media are presenting new opportunities, they could also disrupt brand building and marketing. Second, as Chinese brands continue to globalize and begin to compete with international brands, they still trail when it comes to differentiating their brands and setting trends. These abilities are decisive factors in building a long-lasting brand and standing out in a crowded market.

 With these issues in mind, Cheung Kong Graduate School of Business (CKGSB) will, together with the world’s largest communications group WPP’s market research and brand consulting division, Millward Brown, and the Australian Chamber of Commerce (AustCham) hold a forum on the “New Driving Forces of Chinese Brands”, where leading Chinese and foreign marketing experts will share their views and analyses on addressing these two challenges.

Confirmed speakers include:

  • Song Jidong, CMO, Mengniu Dairy
  • Paul Hu, CMO, Volkswagen Group China
  • Zhao Yingguang, Board Chairman & CEO of HSTYLE and CKGSB alumnus
  • Cheng Shisheng, General Manager of LeTV’s Brand and Communication Center
  • Yu Ziheng, General Manager, Market and Brand Management, Sanjiu Medical & Pharmaceutical
  • Cheng Junyi, Vice President of Marketing, Didi Taxi
  • Zhao Jihong, President, ROBAM
  • Hou Wei, Vice President of Marketing, Hainan Airlines
  • Bai Rubing, Vice President of Ganji
  • Xu Jin, Senior Vice President, Ifeng
  • Teng Bingsheng, CKGSB Associate Professor of Strategy and Associate Dean of the EU campus
  • David Roth, CEO of The Store WPP EMEA and Asia
  • Marc de Swaan Arons, CMO of Millward Brown Vermeer
  • Doreen Wang, Global Head of BrandZ, Millward Brown

Event Overview


Time: 15:30-18:30 (Registration starts at 15:00)

Date: Monday, April 27, 2015

Venue: Classroom 9-10, Oriental Plaza, Tower E2, 20/F, Cheung Kong Graduate School of Business, 1 East Chang An Ave., Beijing
Language: Chinese and English (with simultaneous translation)
RSVP: If you wish to attend, please register your name, company, title and contact information with Melody Tu: | T: +86-10-8518-8858 ext. 3401 
We will confirm your attendance before the event.


15:00 – 15:30


15:30 – 15:50

Welcome Statement and Keynote Speech One: “Strategies for Chinese Companies Going Global”, Teng Bingsheng, Associate Dean and Associate Professor of Strategic Management at CKGSB

15:50 – 16:10

Keynote Speech Two: “Marketing 2020: Trends & Insights”, Marc de Swaan Arons, CMO and Board Member of Millward Brown Vermeer

16:10 – 16:30

Keynote Speech Three: “Brand China’s Success in the Future”, Doreen Wang, Global Head of BrandZ, Millward Brown

16:30 – 17:10

Discussion One: Driving Factors for the Growth of Chinese Brands

17:10 – 17:50

Discussion Two: Brand Globalization

17:50 – 18:30

Cocktail Party


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