Text by Ge Rufeng&Chen Xilu Translation by Bian Jiajin

INTELLIGENCE FOR THE FUTURE CHINA BRAND SUMMIT FORUM 2017 HELD IN BEIJING

Text by Ge Rufeng&Chen Xilu Translation by Bian Jiajin

On 19 September,the China Brand Summit Forum, hosted by China Southern Air Media Co., Ltd, Strategic Planning Offi ce of China Brand Summit Forum and NetEast Media Group, was held in Beijing. The Forum was themed with “China Brand, Intelligence for the Future”, gath-ered by many famous businessmen, scholars, ambassadors and so on to create a platform for the communication and construction between brands. The host of the forum can also show the attention and infl uence of China Southern Airlines upon digitalised platform construction featured with the carrier’s e-travel and the branding.

智造未來(lái)2017中國(guó)品牌發(fā)現(xiàn)會(huì)高峰論壇在京召開

9月19日，由南航傳媒、品牌中國(guó)戰(zhàn)略規(guī)劃院和網(wǎng)易傳媒聯(lián)合主辦的 “2017中國(guó)品牌發(fā)現(xiàn)會(huì)高峰論壇”在京舉行。論壇以“中國(guó)品牌，智造未來(lái)”為主題，匯集各知名商家、學(xué)者、駐華使節(jié)等，搭建起中國(guó)品牌建設(shè)的交流平臺(tái)。本次論壇的舉辦，顯示出南航在品牌建設(shè)以及以“南航e行”為代表的智能信息化方向的極高關(guān)注度和引領(lǐng)力。

Intelligence creates the core“智”造內(nèi)核

How to update “Made in China”and Chinese brands at the same time has been an important topic followed and studied in several fi elds. Many experts, scholars and leaders in this industry discussed about the topic “intelligence for the future”in three directions: the core of a brand powered by Chinese intelligence, diversity strategy of brand intelligence and how Chinese intelligence can change the whole world. Through dialogues can they get the trends of the development in future and share the successful experiences of their own smart products.

The second year to publish the China Brand Index連續(xù)第二年發(fā)布中國(guó)品牌發(fā)現(xiàn)指數(shù)

The forum released the China Brand Index Report(Brand Index of 2017) to measure and evaluate current Chinese Brands to bring some abstract concepts into statistics.The China Brand Index of 2017 is 71.52, which can give some instructions for the branding of some enterprises and consumption of the consumers. Yang Meng, vice president of China Southern Air Media Co., Ltd. and also the secretary of China Brand Council, said, this Index has used the tools of big data analysis and has introduced the theory of Brand Ecosystem,which makes the report much more diversi-fi ed,with a broader horizon and more systemised analysis in it. At the forum, China Southern Air Media Co.., Ltd. and the Strategic Planning Offi ce of China Brand Summit Forum also initiated the the collaboration on the research of China Brand Index.

The Establishment of the Movie Association of China Brand成立發(fā)現(xiàn)會(huì)影人聯(lián)盟

There are also subforums during this Summit Forum. Activities such as“The Establishment of the Movie Association of the China Brand and the Press conference of the movie Kid Rock” were held during the forum. The Movie Association of China Brand，sponsored and developed by China Southern Air Media Co., Ltd was offi cially established. Meanwhile, the themed press conference of the hot movie Kid Rock was also held at scene. This blood-boiling movie was especially made for Chinese children, and is a movie featuring the reality of children that has rarely been to be seen during last decade. Jiang Xubing,president of China Southern Air Media Co., Ltd.told, “we want the mainstream fi lms to be a kind of power. As a responsible central enterprise, we want to broadcast more trusts and to make good movies that are positive to the Chinese fi lm industry and to this era.”

1. The second year to publish the China Brand Index.連續(xù)第二年發(fā)布中國(guó)品牌發(fā)現(xiàn)指數(shù)。

2. The meeting hall is decorated with all kinds of technology elements. The intelligent robots, VR and AR devices, Smart double layer washing machine and wearable technologies are all exhibited there.會(huì)場(chǎng)布置同樣充滿科技元素，智能機(jī)器人，VR、AR設(shè)備，智能雙層洗衣機(jī)，智能穿戴設(shè)備齊齊亮相。

What the alphas say?

大咖們都說(shuō)了啥？

“Now Chinese enterprises have had some worldwide infl uence.”

— Zhang Jing'an, The former Secretary of the National Ministry of Science and Technology and the President of the Council of China Hi-Tech Industrial Development Zone.

“現(xiàn)在中國(guó)企業(yè)已進(jìn)入創(chuàng)建具有世界影響力的知名品牌的階段。”

——國(guó)家科技部原秘書長(zhǎng)、中國(guó)高新技術(shù)產(chǎn)業(yè)開發(fā)區(qū)協(xié)會(huì)理事長(zhǎng)張景安

“The status and effects of branding strategy has been updated from the role of supplement and support to the position of leading, propping up and dominating.”

—Wang Tongsan, Committee member of Chinese Academy of Social Sciences and expert on the 13th Five-Year Plan.”

“品牌戰(zhàn)略的地位和作用正在從輔助、支持向引領(lǐng)、支撐、主導(dǎo)升級(jí)。”

——中國(guó)社會(huì)科學(xué)院學(xué)部委員、“十三五”規(guī)劃專家汪同三

“We are living in a big data era, where big data is the gold to the new world.”

——Jorge Heine, Chile Ambassador to China

“我們現(xiàn)在生活在大數(shù)據(jù)時(shí)代，而數(shù)據(jù)正如我們所說(shuō)的新世界的黃金?！?/p>

——智利共和國(guó)駐華大使賀·喬治

“By the methods of informatisation and digitalisation we can know about the personal needs of every customer, and through this, the strategy to the biggest degree to fulfi ll the needs of customers will be the basic rule of a company. China Southern is a famous brand of Chinese Aviation transportation and it is also the main power of intelligence for the future.”

——Su Liang, the general economic manager of China Southern Airlines

“通過(guò)信息化、智能化手段分析了解客戶個(gè)性化需求，并據(jù)此設(shè)計(jì)產(chǎn)品，最大限度滿足客戶需求的經(jīng)營(yíng)策略，正在成為企業(yè)的基本遵循。南方航空是中國(guó)航空運(yùn)輸業(yè)的著名品牌，也是“智造未來(lái)”的生力軍。”

——中國(guó)南方航空股份有限公司總經(jīng)濟(jì)師 蘇亮

“We are focusing on the intelligent revolution of branding, and at the same time, we also pay attention to the values of the crafts, culture and entertainment behind the development of branding.”

——Jiang Xubin, the general manager of China Southern Media Co., LTD

“我們關(guān)注強(qiáng)調(diào)品牌塑造、智能化變革，與此同時(shí)，也關(guān)注中國(guó)品牌發(fā)展背后所賦予的工藝、文化、娛樂等價(jià)值內(nèi)涵?！?/p>

——中國(guó)南航集團(tuán)文化傳媒股份有限公司總經(jīng)理蔣旭斌

“Technology Innovation to us is not just a task to create some new products, but also the responsibility related to the future of a company, to which direction we are going.”

—— Mr. Xu Xiaodong, the Secretary of the party committee and the vice president of Guangzhou Liby Group

“科技創(chuàng)新對(duì)于我們而言不僅僅肩負(fù)著新產(chǎn)品研發(fā)任務(wù)，還肩負(fù)著企業(yè)未來(lái)發(fā)展的戰(zhàn)略，也就是我們走向何方的問(wèn)題?！?/p>

——廣州立白企業(yè)集團(tuán)有限公司黨委書記、副總裁許曉東先生

“We should currently should do something at the frontiers of media, like fi ltering its contents strictly. This is also what we can fi nd out more and also the simplest thing we can do to the live broadcasting in future.”

—Yao Changsheng, the vice editor in chef of NetEast Media Group.

“我們目前看到的把在媒體前端的入口做一些自己該做的事情，比如內(nèi)容的嚴(yán)選。這是我們?cè)谖磥?lái)直播上面，能夠去發(fā)現(xiàn)和能夠堅(jiān)持的最簡(jiǎn)單的事情?！?/p>

——網(wǎng)易傳媒副總編輯姚長(zhǎng)盛