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

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.

智造未来2017中国品牌发现会高峰论坛在京召开

9月19日，由南航传媒、品牌中国战略规划院和网易传媒联合主办的 “2017中国品牌发现会高峰论坛”在京举行。论坛以“中国品牌，智造未来”为主题，汇集各知名商家、学者、驻华使节等，搭建起中国品牌建设的交流平台。本次论坛的举办，显示出南航在品牌建设以及以“南航e行”为代表的智能信息化方向的极高关注度和引领力。

Intelligence creates the core“智”造内核

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连续第二年发布中国品牌发现指数

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成立发现会影人联盟

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.连续第二年发布中国品牌发现指数。

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.会场布置同样充满科技元素，智能机器人，VR、AR设备，智能双层洗衣机，智能穿戴设备齐齐亮相。

What the alphas say?

大咖们都说了啥？

“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.

“现在中国企业已进入创建具有世界影响力的知名品牌的阶段。”

——国家科技部原秘书长、中国高新技术产业开发区协会理事长张景安

“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.”

“品牌战略的地位和作用正在从辅助、支持向引领、支撑、主导升级。”

——中国社会科学院学部委员、“十三五”规划专家汪同三

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

——Jorge Heine, Chile Ambassador to China

“我们现在生活在大数据时代，而数据正如我们所说的新世界的黄金。”

——智利共和国驻华大使贺·乔治

“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

“通过信息化、智能化手段分析了解客户个性化需求，并据此设计产品，最大限度满足客户需求的经营策略，正在成为企业的基本遵循。南方航空是中国航空运输业的著名品牌，也是“智造未来”的生力军。”

——中国南方航空股份有限公司总经济师 苏亮

“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

“我们关注强调品牌塑造、智能化变革，与此同时，也关注中国品牌发展背后所赋予的工艺、文化、娱乐等价值内涵。”

——中国南航集团文化传媒股份有限公司总经理蒋旭斌

“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

“科技创新对于我们而言不仅仅肩负着新产品研发任务，还肩负着企业未来发展的战略，也就是我们走向何方的问题。”

——广州立白企业集团有限公司党委书记、副总裁许晓东先生

“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.

“我们目前看到的把在媒体前端的入口做一些自己该做的事情，比如内容的严选。这是我们在未来直播上面，能够去发现和能够坚持的最简单的事情。”

——网易传媒副总编辑姚长盛