The scene of the 2023 Brand Conference of Southern Weekly's annual ceremony.
In 2023, against the backdrop of sluggish global economic growth, the domestic economy will stabilize and rebound, and service consumption and other fields will begin to fully recover.
Why can the rise of Chinese brands lead the trend and rejuvenate the market?Which brand innovations have won the favor of consumers and the industry?What are some brand communication ideas to learn from?
On December 8, the 8th Southern Weekend Annual Ceremony Brand Conference was held in Beijing. The brand conference gathers representatives of ** institutions, industry associations, business organizations, academia, ** and other fields, based on the forefront of the brand marketing field, focusing on annual phenomena and excellent cases, and exploring brand innovation paths and future trends.
Wang Wei, Vice President and Deputy Editor-in-Chief of Nanfang Press Media Group, Secretary of the Party Committee and Editor-in-Chief of Southern Weekly, said in his speech at the organizers, "In recent years, the progress of China's brand building has been obvious to all. All walks of life are experiencing a new cycle of starting, developing, flourishing and stabilizing, and new technologies, new formats and new models are also emerging. At this time, it is important to clarify the value theory, best practices and innovation breakthroughs of the brand. ”
Wang Wei, vice president and deputy editor-in-chief of Southern Press Media Group, secretary of the Party Committee and editor-in-chief of Southern Weekly.
From concept to product, from product to brand, from brand to brand, Chinese brands sprout, grow, harvest, promote, grow, and go to sea in the wave of marketization, and also outline a historical picture of the changes of the times and the rise of great powers from the side.
In the "Annual Speech" session, Liu Binjie, chairman of the Education, Science, Culture and Health Committee of the 12th National People's Congress and former director of the General Administration of Press and Publication, went deep into what kind of correct values the cultural communication industry needs to establish.
Liu Binjie, Chairman of the Education, Science, Culture and Health Committee of the 12th National People's Congress and former Director of the General Administration of Press and Publication.
In the face of the wave of Chinese brands going global, Liu Pingping, chairman of the China Brand Construction Promotion Association, chairman of the advisory group of the International Organization for Standardization Brand Evaluation Technical Committee, and former director of the National Standards Committee, combined with his rich experience in the field of brand building, expounded on how to promote Chinese brands to sail to the sea and be world-renowned.
Liu Pingping, Chairman of the China Brand Construction Promotion Association, Chairman of the Advisory Group of the International Organization for Standardization Brand Evaluation Technical Committee, and former Director of the National Standards Committee.
In addition to grasping the macro value concept and standard ecology, this conference invited a number of industry elites closely related to China's brand building to participate in the sharing. Some of them come from live broadcast platforms that bring goods for brand products, some come from creative hot stores that create advertisements for brands, some come from self-leading companies that produce content for brands, and some come from service platform ...... that provide technical support for brandsStarting from their respective professions, these guests demonstrated how different roles can co-create, symbiosis and win-win with the brand.
Hong Tianxiang, co-founder of the Planet Institute, shared how to co-create high-quality content with brands from the perspective of content creationFrom a technology-driven perspective, Chen Depin, VP of Titan Technology, elaborated on how AI marketing technology can help Chinese enterprises go overseas with high qualityYang Yexi, founder and chairman of Sky & Sky, analyzed many trends in brand marketingCui Dongsheng, vice president of Make a Friend Holdings, took the hot live broadcast as an example to explain the construction of regional public brands.
The 2023 Brand Conference also focuses on "City Brand and Cultural Tourism Development", and invites relevant scholars, experts and business representatives to initiate speeches and dialogues.
Wu Liguan, a first-class inspector of the Fujian Provincial Department of Culture and Tourism.
Wu Liguan, a first-level inspector of the Fujian Provincial Department of Culture and Tourism, shared his experience in creating a golden sign of urban cultural tourism from the perspective of tourists, and Dai Chunchen, deputy secretary-general of the Southern Weekend Research Institute and director of the Urban (Regional) Research Center of Southern Weekly, analyzed the observation of China's urban visibility trends in 2023 from a macro perspective.
In the roundtable dialogue, Wu Liguan and Dai Chunchen were Zhao Xinli, dean, professor and doctoral supervisor of the School of Advertising of Communication University of China, and the chief director of the "Chinese Festival" series of programs.
1. Xu Na, director of the brand promotion department of Henan Satellite TV and executive director and general manager of Henan Tanggong Cultural and Creative Technology Group, and Pei Xueke, director of the Kuaishou Marketing Department and we studio, jointly "the only city comes from the first city".
The only city from the ** to come" roundtable dialogue scene.
Launched in 2016, Southern Weekly's annual festival aims to "Share, Innovate and Explore" every December, building a professional, open and diverse platform for the exchange of ideas and delivering wisdom and valuable ideas to the public. From December 7 to 8, 2023, the Carbon Peaking and Carbon Activist Conference, the New Finance Conference, and the Brand Conference were held in Beijing, bringing this year's Southern Weekend Annual Ceremony to a successful conclusion.
Among them, this year's brand conference selected the representative brands and practice cases of the year from multiple dimensions such as brand building, case communication, and marketing innovation for the whole industry, and awarded the annual brand award at the event.
2023 Brand of the Year Award Winners.