Rising power: Qing Wang will discuss China's emerging brands at the World Economic Forum gathering in Switzerland
Warwick Business School academic Qing Wang is set to talk at the World Economic Forum’s annual event in Davos on the rise of China’s soft power and global brands this week.
The annual gathering in Switzerland, which is themed ‘Collaboration for the Intelligent Age’ this year, will bring together nearly 3,000 leaders from more than 130 countries, including 350 government leaders and 60 heads of state and government.
Among the notable speakers will be US President-elect Donald Trump – via video link after he assumes office – European Union President Ursula von der Leyen, China’s Vice-Premier Ding Xuexiang, German Chancellor Olaf Scholz, and Ukraine President Volodymyr Zelenskyy. Additionally, António Guterres, Secretary-General of the United Nations, and Kristalina Georgieva, Managing Director of the International Monetary Fund, will also be in attendance, alongside former England football star David Beckham, who will be picking up a Chrystal Award for his work as a UNICEF Goodwill Ambassador and global advocate for children’s rights.
Professor Wang, whose research explores the influence of the institutional environment on the innovation performance of Chinese enterprises, will be part of a panel discussing ‘Sunrise in the East: The Rise of China’s Soft Power & Global Brands’ at UAE’s pavilion as part of a session organised by global brand valuation firm Brand Finance, under the theme of ‘reimagine growth’.
“China’s ascent in the global arena has gone far beyond manufacturing and export-led growth,” said Professor Wang, who is Professor of Marketing and Innovation at WBS. “It is about technological innovation, new business models, and cultural influence that are reshaping perceptions worldwide.
“In recent years Chinese companies have made significant strides in brand-building and global market penetration. Chinese companies are no longer just seen as manufacturers of cheap products; they are now leaders and setting new standards in innovation, quality, and consumer engagement. The popularity of Chinese social media platform TikTok among Western social media users highlights this ability to engage with customers and provide excellent services.
“This transformation is driven by a relentless focus on innovation, customer-centric strategies, and a deep understanding of global market trends, especially in emerging technologies like AI, electric vehicles, green energy, and big data and digital technologies.
“However, as the world grapples with sluggish economic growth, the threat of trade wars, cultural polarisation, and climate change, Chinese brands are facing new challenges as the case of TikTok in the US illustrates. Dispelling prejudice, building trust, engaging with consumers and understanding the society they live in have become more important than ever before.”
Klaus Schwab, founder and Executive Chairman of the World Economic Forum (WEF) has highlighted the importance of converging technologies in reshaping the world. The promise of rapid innovation in AI, quantum computing, and biotech offers hope for boosting productivity and living standards.
“This is a societal revolution, one that has the power to elevate humanity – or indeed to fracture it,” said Schwab ahead of the Davos event.
The week-long event will focus on five priorities: reimagining growth, investing in people, safeguarding the planet, industries in the intelligent age, and rebuilding trust. The WEF has stated these themes aim to foster equality, sustainability, and collaboration while addressing crises like climate change and the misuse of technology.
Professor Wang added: “This year’s Davos meeting comes with the global economic outlook still fraught with uncertainties stemming from geopolitical conflicts and rising trade tensions. The key to navigating these threats and opportunities lies in international co-operation and a commitment to inclusive growth.”
Further reading:
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Discover more about Warwick Business School’s Change Makers.
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