Ipsos and Phoenix Satellite TV Joining Hands to Boost Chinese Brand Globalization

On August 8, 2018, Chairman and CEO of Ipsos China Liu Lifeng was invited to attend Phoenix Satellite TV's Global Brand Project - China White Wine Culture Summit Forum. It has been an inconvenient cultural gap between Chinese liquor companies and foreign consumers as how to tell a good story of Chinese white liquor, a valuable asset of China accumulated over 5,000 years, across regions and cultures in the world language. In view of this, Phoenix Satellite TV and Ipsos signed a strategic cooperation agreement that would make the best of each other’s advantages in the construction of a strategic alliance of “Global Brand Project” to help Chinese liquor companies “go global” and realize a global layout.

Global Brand Project - China White Wine Culture Summit Forum Launched in Beijing

After the Summit Forum, Lifeng Liu, on behalf of Ipsos, joined a thought feast with Daguang He, Executive Vice President of Phoenix Satellite TV, Baoguo Sun, an entrepreneur of a leading Chinese liquor company, official of the Embassy in China, and well-known expert and scholar, Yushu Song, Deputy Director and Secretary-general of China Alcoholic Drinks Association, just to name a few, on the globalization of Chinese liquor brands.

As a world’s leading market research group, Ipsos boasts its over 40 years of research experience, branches in 89 countries and regions around the globe, and more than 1,200 research experts in various fields in China that enable it to share the Group's global research methods, analytical models, expertise and data collection networks in China, help many overseas brands enter China and Chinese companies go global. Through “the combination of global resources and local experts,” Ipsos not only enjoys broad international perspective, but also has a deep understanding and insight into the Chinese market and commercial institutions. This time, Phoenix Satellite TV has selected Ipsos that could provide it with high-quality data, strategic insights and feasible solutions, as its strategic partner of its “Global Brand Project”.

Phoenix Satellite TV, Ipsos and China Alcoholic Drinks Association signing a strategic cooperation framework agreement

A group photo with the guests

During the exchanges, Lifeng Liu shared “White Paper on China’s Liquor Market”, which briefly summarized China’s liquor market from products, marketing methods and consumer groups, recently released by Ipsos. He held that with the further development of the market and influenced by consumption upgrade, mid-to-high-end liquor brands will continue to grow, while small packaging, high-quality, low-grade liquor will lead the new trend of liquor consumption. Liquor companies need to attach further attention on user needs, aspirations, segmentations, and be user-centric so as to provide superior user experience. Pay attention to the appeal of female liquor consumers, conduct product research and development in a targeted manner, continue to interact with consumers through more abundant marketing means, and enhance multi-faceted and omni-channel communication between enterprises and consumers. Local liquor companies should start from the local and follow the "Belt and Road" initiative to go out of Asia, to the world, becoming global brands that will occupy the commanding heights of the future market.

In the commercial society, brand competition is the highest form of competition, with its core in heart-to-heart communication. From local to global, it is right the path of sincere communication of human nature. As a world-class media platform, Phoenix Satellite TV takes a vantage point in viewing the global market and combines international organizations, government departments, overseas media, international chambers of commerce, think tanks and other resources to build “Global Brand Project”, a strategic service platform to empower Chinese enterprises to be effectively linked with each other and with media and professional service organizations. Thanks to its advantages in internationalization, all-media, and marketization, it will help Chinese companies integrate resources and boost their brand globalization.

Speech by Daguang He, Executive Vice President of Phoenix Satellite TV

According to Daguang He, since its founding 22 years ago, Phoenix Satellite TV has now grown into an international media group that covers diversified businesses. The China White Wine Culture Summit Forum held at the Phoenix Center today is to build a service platform to boost the globalization of liquor brands, provide diversified global services for Chinese liquor companies, help them build global brands and through the globalization, promote their business worldwide. The event will contribute to the steady and far-reaching development of Chinese liquor companies.

Over the years, Ipsos as a global provider of insights has built a closed loop of data, insight, and action, spared no efforts in building an insight-based customer experience management and precision marketing capabilities, and become a technology-driven marketing service provider. It is believed that this time, together with Phoenix Satellite TV, it will better help liquor brands in their globalization process and tell the story of Chinese brands in the world language. Working with Phoenix Satellite TV, Ipsos will enable data companies to integrate data insight into all aspects of their strategies to “go global,” hinge on local conditions to create world brands, and march to the center of the world arena with more and more Chinese enterprises.