China Focus: World Brand Moganshan Conference highlights innovation in global journeys of Chinese brands

This photo taken on May 10, 2025 shows a scene of the main forum of the 2025 World Brand Moganshan Conference, held in Deqing County, east China's Zhejiang Province.

The conference emphasized innovation as a major driving force in expanding the global reach of Chinese brands. (Xinhua/Jiang Han)

HANGZHOU, May 10 (Xinhua) -- The ongoing 2025 World Brand Moganshan Conference in Deqing County, east China's Zhejiang Province, is emphasizing innovation as a major driving force in expanding the global reach of Chinese brands.

Themed "Brands Bring Better Future for the World," the event offers Chinese brands a global stage to share their brand stories and fosters shared opportunities, common development and mutually beneficial cooperation.

Conference attendees have emphasized the importance of brand building in nurturing new quality productive forces. They further noted that recent initiatives have shown positive outcomes -- with innovation being a key driver.

Take Wensli Group, a well-known Chinese silk producer established in 1975, as an example. Admired for its industry-leading silk double-sided printing process, Wensli has not only maintained long-term partnerships with many luxury brands but also created new growth opportunities.

Notably, Wensli's mini-program enables customers to instantly create a unique, self-designed scarf pattern. Leveraging AI-generated content, the scarf can be produced in just two hours, with minimal release of carbon emissions or wastewater.

"With the help of technology, we can customize 100,000 unique silk scarves for each of the 8 billion people in the world," said Tu Hongyan, chairperson of Wensli. She added that innovation has transformed Wensli from importing technologies and services to exporting its own independent, new technologies.

Wensli's journey mirrors the development trajectory of many Chinese brands.

"Chinese brands have transitioned from followers to creators and leaders in new models and standards. Consequently, the image of Chinese brands has acquired new significance on the global stage," said Shan Fan, president of the Brand University of Applied Sciences in Hamburg, Germany.

The Chinese fashion industry has also seen Bosideng Group, a leading down jacket manufacturer, take its brand global.

Its first overseas store opened in London ahead of the 2012 Olympics. Since then, its products have graced the runways of New York, Milan and London, shining a spotlight on Chinese down jackets in the global arena.

"The robust growth of the Chinese economy, its rising cultural confidence, swift progress in technological innovation, and growing international influence have all paved the way for Chinese brands to thrive," said Gao Dekang, chairman and chief executive officer of Bosideng Group.

Despite mounting obstacles in international trade, Chinese brands have remained resolute in their pursuit of global presence.

"To venture overseas, we have to tackle numerous challenges, such as obtaining the necessary certifications, arranging logistics and building our brand reputation. The overseas markets are highly diverse, and we stick to one unbreakable rule -- we must adapt to local conditions and respect the differences," said Wang Pu, co-founder of Chinese beverage company Chi Forest.

In 2020, Chi Forest officially entered mainstream distribution channels in Singapore. Now, the company's products have entered more than 40 countries and regions, including the United States and Australia, Wang added.

Held for three consecutive years, the World Brand Moganshan Conference has developed into a vital platform for Chinese brands to enhance their visibility and explore new cooperation opportunities.

Over 50 parallel activities also form part of the 2025 conference, including a main forum, a launch event for brand value evaluation, and several themed high-end dialogues.

The conference is jointly organized by Xinhua News Agency and China National Brand website. ■

This photo taken on May 10, 2025 shows a scene of the main forum of the 2025 World Brand Moganshan Conference, held in Deqing County, east China's Zhejiang Province.

The conference emphasized innovation as a major driving force in expanding the global reach of Chinese brands. (Xinhua/Jiang Han)