The 11th Chinese Enterprise Global Image Summit took place in Beijing on November 27 (COURTESY PHOTO) 

Themed “Building global corporate image, enhancing understanding among civilizations,” the 11th Chinese Enterprise Global Image Summit on November 27 got underway in Beijing.  

The meeting announced the results of the 2023 China Enterprise International Image Construction Case Collection Activity plus a collection titled “Towards a Community of Shared Development,” which comprises case studies on the global branding strategies of Chinese enterprises. Since 2018, hundreds of cases have been included in the "going global" database of Chinese companies. The activity specifically aims to extract typical cases, build corporate image and tell solid Chinese stories.  

The meeting also launched the Chinese Enterprise Global Image Evaluation System (CBC Model), which focuses on three major aspects: culture, branding and communication. The system will provide theoretical support and consulting services to help Chinese enterprises build global brands. 

“In international cooperation and trade, the goods we sell will be consumed, the houses we build will depreciate, and the roads we construct will wear out; but the Chinese values and spirit displayed in mutually beneficial and win-win cooperation remain evergreen,” said Wang Gang, Vice Minister of the Publicity Department of the Communist Party of China (CPC) Central Committee, at the meeting.  

Wang also pointed out that “we should uphold harmony in diversity, seek common values and points of interest among different civilizations, create platforms for cultural exchange, build up our circle of friends based on mutual understanding, mutual trust and mutual benefit, as well as ensure that every cross-border trade is a win-win exchange between different civilizations.”

Wang Gang, Vice Minister of the Publicity Department of the Communist Party of China (CPC) Central Committee, speaks at the 11th Chinese Enterprise Global Image Summit in Beijing on November 27 (COURTESY PHOTO) 

Du Zhanyuan, President of China International Communications Group, stated at the meeting that the international community generally expects China to play a greater role in global governance and a changing international order, and the world expects to hear more from China on major issues. 

“Chinese enterprises can not only introduce Chinese products, technologies and standards to the world, but also allow Chinese culture and concepts to gain wider recognition,” Du added.  

Chinese culture encompasses a wide range of time-honored business ethics, including “people-oriented,” “harmony and kindness,” “goodness and righteousness,” “fairness and mutual benefit,” “honesty and trustworthiness,” and “diligence and dedication.” These beliefs can act as a guide and an engine for the global branding of Chinese enterprises, Du said.  

Du Zhanyuan, President of China International Communications Group, speaks at the 11th Chinese Enterprise Global Image in Beijing on November 27 (COURTESY PHOTO) 

The conference was guided by the Publicity Department of the CPC Central Committee, the State-owned Assets Supervision and Administration Commission of the State Council and the All-China Federation of Industry and Commerce, hosted by China International Communications Group and organized by the China Center for International Communication Development. More than 400 guests were in attendance, including government officials, representatives from 150 well-known domestic enterprises and think tank experts. 

Copyedited by Elsbeth van Paridon 

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