The "Oscars" of the brand figure world celebrates its 20th anniversary, gathering wisdom and strength for Chinese brands! From December 28th to 30th, the 2025 (20th) China Brand Figures Annual Conference, jointly organized by Brand Alliance, China Culture Promotion Association, Shenzhen Enterprise Confederation, Shenzhen Industrial Federation, Learning China Forum, and LOOKWE | Global Diplomats' Chinese Culture Night, was held in Shenzhen.
This year's conference, themed "Who Wins Respect for China," brought together over 2,000 elites from politics, business, industry, academia, and media. Through a series of events including an opening ceremony, a main forum, a grand awards gala, and closed-door evening dialogues, participants collectively reviewed the development journey of Chinese brands and looked ahead to future trends in brand building. The opening ceremony was hosted by Ai Cheng, founder of iAsk Media and former CCTV financial commentator. Notably, coinciding with the milestone 20th anniversary, dozens of past winners of the "China's Top Ten Brand Figures of the Year" award made a glorious return.
Wang Yong, Chairman of the China Brand Festival and Chairman of Brand Alliance, delivered a speech on behalf of the organizers. He stated: "We extend our gratitude to all past 'China's Top Ten Brand Figures of the Year,' all peers striving for the cause of Chinese brands, and the partners who have consistently supported Brand Alliance. We salute every brand figure who adheres to long-termism—long-termism is not about stubbornly sticking to an easy path, but about finding the way forward even as the journey becomes increasingly difficult. Looking ahead, market trends may change, but those who are deeply rooted will always have fertile ground for growth. Let us continue to 'dig deep tunnels, store up grain widely, and be slow to claim kingship,' remaining down-to-earth as we embark on a new journey together."
Liu Jinglan, founder and chief planner of the Learning China Forum, and Zhang Keqiang, a deputy to the National People's Congress, Chairman of the Global Boyan Alumni Association, and Chairman of the Board of Huamei International Investment Group, delivered speeches as representatives of the co-organizers. Subsequently, the conference was officially launched, witnessed by twenty leaders from government, enterprise, academia, and research institutions, including Wang Yong, Liu Jinglan, Xiang Yuzhang (President of the China Culture Promotion Association and former Deputy Director-General of the Secretariat of the General Office of the State Council), Qin Yinglin (Chairman of Muyuan Foods Co., Ltd.), Wu Xiangdong (Chairman of Jindong Investment Group, Zhenjiu LiDu Group, and Huazhi Wine Chain), and Gao Zhikai (Deputy Director of the Center for China and Globalization and Chinese diplomacy scholar).
During the keynote speech session titled "Era Foresight—The Thinking and Choices of the Wise," heavyweight guests Wu Xiangdong, Yao Jiqing, Du Lan (International Chief AI Officer of the World Digital Science Academy, Founding President of the Guangdong Artificial Intelligence Industry Association, 2023 China's Top Ten Brand Women, and marathon enthusiast), and the renowned scholar Zheng Qiang (Qiushi Distinguished Professor at Zhejiang University) shared profound insights. They spoke on topics including "Exploring the Innovative Business Model of Guizhou Zhenjiu," "The Methodology for High-End Brands to Transcend Cycles," "AI Thinking and Long-Termism," and "The Cultural Confidence and Era Choices of Chinese Brands," offering valuable perspectives from dimensions such as corporate innovation, brand building, and cultural confidence on navigating economic waves and anchoring a long-term future. Professor Zheng Qiang pointed out that the core of a brand is reputation, which is built on steadfastness rather than blind transformation; enterprises need the resilience to "endure." He emphasized that AI cannot replace human wisdom and warned against blind faith in data models. He noted that the essence of "involution" is competition, advocating for the elimination of恶性 and homogeneous competition in favor of breakthrough through differentiated development and the independent spirit of entrepreneurs. He also stressed that the fundamental vitality of a city lies in its youth, and that quality education is the key to accumulating developmental momentum.
Wu Xiangdong systematically elaborated on a business practice centered on "super innovation." He indicated that this model is not a single-dimensional breakthrough but an ecosystem built jointly through seven dimensions: "super connection," "super product," "super channel," "super communication," "super organization," "super brand," and "super experience."
Yao Jiqing stated that breaking through "suicidal competition" requires "seizing four strategic high grounds and building three moats." The four high grounds are strategy, organizational culture, product, and brand; the three moats are digital intelligence, marketing, and service experience.
Du Lan emphasized that AI thinking is not a short-term traffic harvester but an accelerator and radar for long-term value. Brands that successfully harness AI will be those that use technology to amplify rather than replace human warmth, and that establish their own "data-algorithm" closed loop.
The high-level dialogue on "Brand Figures and Internationalization" during the opening ceremony was moderated by Miao Lü, Deputy Secretary-General of the Association of Global Talent Organizations (AGTO) and a 2021 China's Top Ten Brand Figure of the Year. She began by clearly stating that brand figures are the "captains and helmsmen" who define and convey Chinese values.
His Excellency Sinisa Berjan, Ambassador of Bosnia and Herzegovina to China, expressed that Chinese entrepreneurs not only pursue short-term results but are also committed to becoming trustworthy international partners. China's global image is shaped by representatives from the business community, academia, sports, and cultural fields, who prove to the world through emotional resonance that China is not only an economic powerhouse but also possesses creative, passionate, and touching stories. This is not just a brand responsibility but a mission to showcase the country's positive image to the world.
Gao Zhikai, Deputy Director of the Center for China and Globalization (CCG), Chinese diplomacy scholar, and Director of the China Institute of Energy Security, believes that every Chinese person going out into the world represents the brand "China." Protecting this brand image is our shared responsibility. The uniqueness of the Chinese nation stems from the profound accumulation of its five-thousand-year civilization. Now, the baton of history has been passed to us, and we must not let it be lost. We should stride forward with confidence and radiance, continuing to pass on this splendid civilization into the next five thousand years.
Wang Huiyao, former Counselor of the State Council, Council Member of the Chinese People's Institute of Foreign Affairs, and a 2017 China's Top Ten Brand Figure of the Year, pointed out that the era of brands for China has arrived, and everyone is a brand. We should be good spokespersons for our own brands while also contributing value to society and the world. Adhering to long-termism, progressing steadily and going far, and integrating knowledge with action are the true foundations of value. Let us transform our global thinking into local actions and march firmly towards the world and the future.
Li Youquan, Executive Director and President of YAN PALACE (01497.HK), candidly shared: "Having been in business for nearly thirty years, I deeply feel the high frequency with which the word 'anxiety' has appeared in the last decade." As a consumer goods industry practitioner, he believes the underlying logic is that China has compressed roughly 300 years of Western consumer development into just thirty years, with technology being the core driver. The excessively rapid pace of change means our cognition struggles to keep up, leading to anxiety about "falling behind or being eliminated." This is precisely the key to understanding long-termism and contemporary anxiety.
Business Counsellor Hamdani of the Embassy of the Republic of Indonesia in China praised several Chinese technology and consumer brands that have successfully integrated into local Indonesian life, suggesting that "sincere localization" is the key to winning the market.
Looking ahead, the guests unanimously agreed that long-term values such as "integrity," "inclusiveness," and "sustainability" are core to brands winning global respect.
In a high-level dialogue titled "Forging a Healthy Trend Through Sports, Sustaining Entrepreneurial Careers" hosted by Ai Cheng, guests shared profound inspirations that sports have brought to their careers and lives. When asked how to balance exercise and work time, Wang Yong pointed out that "time can always be squeezed out; exercise is a form of energy conservation—if you don't spend time on exercise, you'll spend it in the hospital." He found inner peace through marathon running and learned that the key to both running and life lies in long-term persistence rather than short-term speed, emphasizing the importance of finding one's own rhythm.
Dr. Li Jian'an, Foreign Fellow of the US National Academy of Medicine and rehabilitation medicine expert, stated that each person's health depends on themselves and must be built through their own actions. "I believe the simplest, safest, and most effective way is none other than road running."
Wang Yongfeng, Vice Chairman of the Chinese Mountaineering Association, extracted business wisdom from extreme exploration: "The key to breaking through desperate situations lies in firm willpower and the belief in 'believing in oneself.' Remembering the responsibility to one's country, family, and teammates and never giving up is crucial. Even if the goal is within reach, abandoning it means failure; only by坚守信念 can one usher in survival."
Li Xiaobai, founder of New Silk Road, explained from the perspective of integrating fashion and health: "Health is the true fashion. Compared to external adornment through clothing, the health brought by exercise shapes a good mental outlook, which is an important foundation for entrepreneurs leading their brands to the world."
Mao Daqing, founder of UrWork and Shared Space, conveyed the concept that "exercise is actually within daily life" based on his personal experience. He noted that exercise does not require刻意追求形式; for instance, his own practice of taking the stairs instead of the elevator for six years is a form of execution. He emphasized that endurance sports can cultivate entrepreneurial mental strength, and that letting go of the need for "speed" is essential for long-term persistence.
Wang Guoan, founder and Chairman of Hanhoo Cosmetics, Management Partner of the China Brand Festival, and basketball enthusiast, stated that sports can be called the "medicine with the highest market value." He believes insufficient mental strength often stems from inadequate physical fitness. When he was 1.5 billion RMB in debt, it was basketball that helped him regain confidence and the "gene for winning." Now, he insists on paying to organize games and booking courts before arranging accommodations when traveling. Sports have not only helped him win trust but also provided the confidence to stay on stage during entrepreneurial lows.
The guests jointly called on entrepreneurs to view sports as a strategic investment, injecting continuous core momentum into the long-term sustainable development of their careers through robust physical health and resilient minds. The annual conference consolidated several key consensuses through keynote speeches and high-level dialogues: in the stage of high-quality development, brand building must firmly uphold long-termism and deeply integrate innovation and responsibility; in the process of Chinese brands going global, there should be a shift from "product export" to "value co-creation" in image transformation, building sustainable global competitiveness through "sincere localization"; the personal health management and mental development of entrepreneurs are also crucial cornerstones for the long-term development of brands.
During the conference, lists such as the "TopBrand 2025 China's Top Ten Brand Figures of the Year," "TopBrand 2025 World's Top 500 Brand Figures," and "TopBrand 2025 China's Top 500 Brand Figures" were released. Prestigious awards including the "TopBrand Lifetime Achievement Award for Chinese Brand Figures," "China Brand Time-honored Craftsman Star Award," "China Sports Fashion Figures," and "China's Top Ten Chief Brand Officers" were grandly presented. The conference not only recognized outstanding brand figures of the year but also, through the碰撞 of ideas and sharing of practices, pointed the direction for the strategic upgrade and image shaping of Chinese brands in the new era. The wisdom gathered and the consensus formed will inject sustained and solid momentum into helping Chinese brands win greater respect in the global market and assisting in the construction of the national image.
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