Over thirty years ago, as China open’s its door to the world, many foreign corporations came across the oceans to China. They witnessed the rapid growth of China’s economy, and at the same time they also become well-known and profitable. Thirty years after, in response to the “Going out” policy, many Chinese enterprises across the oceans and landed in America, Europe, Africa and other places. On the world stage, what opportunities or challenges a brand will face? Is it benificial or harmful with a “China” mark? How to become a world brand? What responsiblities does a Chinese company have while going global?
David Kincaid, Founder and Managing Partner LEVEL5 Strategy Group
David Kincaid is among the most recognized and respected opinion leaders in the North American marketing industry. He is the Founder and Managing Partner of LEVEL5 STRATEGY GROUP, one of Canada’s leading strategic brand consultancies. Prior to starting LEVEL5, David was Chief Marketing Officer at Corus Entertainment where he helped set the organization’s corporate vision, values and positioning. Before Corus, David was Senior Vice-President of Marketing and Director of Strategic Planning at Labatt Breweries of Canada, where he led the company’s expansion into the United States, Mexico, the Dominican Republic and Cuba as well as the successful turnaround and launches of brands. Through the 80’s he worked at American Express and General Foods. David is a frequent lecturer and speaker at some of Canada’s leading business conferences and schools and serves as an Adjunct Professor of Marketing in the Queens School of Business. In 2013, David was recognized by his industry peers when he was inducted into the American Marketing Association’s “Marketing Hall of Legends”.
Hua Yu, Managing Partner LEVEL5 Strategy Group
Hua has over 20 years of work experience in marketing, finance and general management roles in Canada, the US and China. She started her career with Seagram (China) and was one of the key members responsible for the successful launch of Seagram’s Wine Coolers in China by introducing a brand new category to the local consumers. In the 90s, Hua moved to New York, she worked with many senior US government officials on various telecom projects and successfully launched several IPOs for major Chinese telecom companies in the US stock market. In 2005, Hua joined LEVEL5 Strategy Group, specializing in providing cross-border market entry strategy for both Chinese and North American companies. She becomes the Managing Partner in 2011. In 2014, Hua received the Mandarin Profile Awards for her achievements in the Professional Service category. In her spare time, Hua also lectures at University of Toronto and serves as the Board Director for Microskills, a successful and long standing non-for-profit organization that devotes to help unemployed new comers, women and youth.