Recently, Labbrand Group VP Aimee Liu was invited to share her perspectives on global brand promotion at the 5th Summer Workshop of 2026, organized by the State-owned Assets Supervision and Administration Commission of the State Council (SASAC).
With nearly two decades of brand consulting experience, Aimee combines strategic insight and hands-on execution at Labbrand, helping Chinese companies address brand challenges in global markets.
Aimee’s central message was clear: Chinese companies are entering a new phase of global expansion– from “moving out” to truly “fitting in.”
To Aimee, many Chinese brands failed to translate their technology, products and supply chains advantages into brand trust. Without deep and meaningful relationships with local customers and consumers, brands remained vulnerable to market or policy pressures.
Drawing on the success story of a leading Chinese home-appliance brand, Aimee observed that effective global communication required addressing emotional resonance, quality of life and personal aspirations. The key question is no longer simply “What can we offer?”, but “What value can we create in people’s lives?”
True global growth starts with a strong brand core. Brands need to stay true to their fundamental beliefs while expressing their capabilities, vision and values in ways that resonate across cultures. This allows them to move beyond being product providers and become meaningful participants in local lives.
At Labbrand, this thinking is reflected in its proprietary Brand Power Model, which evaluates brands through three dimensions: Leadership, Experience and Influence. By building brand power to facilitate long-term growth, Labbrand helps Chinese companies transform from market followers to category shapers.
Bringing together professionals from central SOEs, The Summer Workshop explored how overseas brand activities can become sustainable platforms for international influence. For Labbrand, it was an opportunity to bring its global brand expertise into the conversation and share practical perspectives on how Chinese companies can build brands that resonate beyond borders.
About SASAC’s Summer Workshop
The Summer Workshop is jointly planned and launched by the State-owned Assets Supervision and Administration Commission of the State Council (SASAC) and Xufang International Media of China International Communications Group. Designed for central state-owned enterprises (SOEs), it focuses on seminars and practical training to strengthen international communication capabilities. Launched in June 2024, the Summer Workshop has been held on multiple occasions since its inception.
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