The 5th Summit Forum on Top Brands 2013, co-sponsored by China Europe International Business School (CEIBS) and the People’s Government of Jing’an District of Shanghai, with the partnership of CCTV, was held in the CEIBS campus of Shanghai on April 27. The forum welcomed over 400 guests and 70 media. These guests are from a wide range of luxury brands as well as industries of daily chemicals, food and beverage, energy, IT, home appliance, international tourism and etc. Persons in-charge from the Fondazione Altagamma and the European Union Chamber of Commerce in China (EUCCC) also attended the forum. Guests from enterprises including Tongyi, Hermès, Cartier, Ferragamo, Diageo, Clarks, Rogar Vivier, SWAROVSKI, FERRERO ROCHER, Herbalife, Siemens, kimberlite and Dell took auditors’ seats in the forum. Twenty media participants include CCTV, Routers, Bloomberg, Economist, hexun.com, Modern Weekly and etc.
As the global economy is in recession and the Europe is under debt crisis, the Asian and Pacific Region is becoming an important market and source for growth of luxury brands. China is particularly obvious in this regard, as it is reported that Chinese consumers buy 27% of the global luxuries, over passing Japan and becoming the biggest luxury consumer country.
Pedro Nueno, president of CEIBS thinks that Chinese culture is very profound and contains very special way of thinking and traditions, which can be reflected onto Chinese brands. What we need to do is to marry the market development and consumers’affection.
Mainstream Media Turn to be Strategic Resource for Luxury Brands
He Haiming, deputy director of CCTV Advertising Management Center, said in his address that CCTV has been assisting Chinese enterprises to build their brands both in domestic and global markets in the past three decades based on its power and extension in China. This is also the obligation and responsibility of media, especially the mainstream ones. Chinese media will continue to provide their assistance in brand building.
Philippe Leopold-Metzger, CEO of PIAGET, said it is very important to establish its market in China. This includes not only the sales, but also market expansion and brand building. Consumers nowadays need a wider range of knowledge. This means we must cooperate with media if we do a better job in brand building and development. Branchini Armando, executive director of Fondazione Altagamma recognizes the role of media on luxury brands, as he said: “We are utilizing more media such as TVs, magazines, papers and social activities. Enterprises can utilize media to enlarge their brand influence.
Zhang Yupeng, deputy director of marketing department of CCTV Advertising Management Center, said in the round table meeting that the media in China should spare no efforts to spread Chinese culture to the world while advocating righteous outlook on value and means of consumption and conducting reasonable advertising on brands to win a market and stage for them. While media only plays an assistant role, the concept of enterprises are the most crucial. What media can do is to spread such concept to the outside world in a better way. Chinese media should enlarge and deepen cooperation with domestic luxury brands.
By far, CCTV has started cooperation in advertising by means of producing mini-film with a couple of international luxury brands, including Chivas, LV and Cartier. And it has proved to be a success. This forum has enhanced the influence and awareness of CCTV among international luxury brands. Mr. He Haiming and Mr. Zhang Yupeng arranged meetings with representatives from enterprises including Pernod Ricard and Kraft Foods Inc. to discuss on matters of advertising.