In today’s fast-changing global market, brands face a dilemma: how to expand into new markets without compromising the values and identity that made them successful in the first place. What strategies allow a European brand to win Chinese consumers, or a Chinese brand to go global while staying true to its roots?

The University of Manchester China Centre invites you to explore these questions with David Ries, a leading cross-border brand strategist, and Joey Zhao, media and branding expert. Gain practical insights and hear real-world stories from the front lines of global branding.

Event Details

Date & Time: Thursday, 28 May 2026, 19:00 – 21:00 (on-site registration at 18:30)

Location: University of Manchester China Centre, Changning District, Shanghai

Topic: How brands win new markets without losing who they are

After registration, you'll receive a confirmation email before 25 May.

RSVP

Cross-industry Dialogue with

David Ries

Co-founder,
Spark Collective

David Ries is a cross‑border brand strategist and marketer with close to a decade of experience helping European brands enter China and Chinese brands expand globally. As former China Business Director for Alkemy Group, he turned around the Shanghai branch and led the initiative for Chinese brands going global for clients including Ninebot, Haier, and Temu. He has also built digital channels and brand strategies for iconic names like Ferrari and Moschino, repositioned Birkenstock in China, and most recently created his own RTD brand from scratch.

Joey Zhao

NewStudios Group, VP
Manchester Global MBA Alumna

Joey Zhao has over a decade of entrepreneurial and client-facing experience in the new media industry. As a former partner of a leading media company in China, she led teams serving both international and local Chinese brands across sectors ranging from FMCG to automotive. She has helped global brands successfully enter and establish themselves in China, while also guiding Chinese brands in their overseas marketing efforts, accumulating deep hands-on expertise in cross-cultural content communication and brand localisation. At the same time, as China’s largest creator community platform, Joey Zhao’s team is actively advancing the integration of AIGC initiatives with digital marketing, continuously exploring the frontier where content creation meets technology-enabled empowerment.

Highlights

• Tackling Core Brand Challenges with Real-world Strategies: How to expand into new markets without losing brand identity? How can European brands win in China, and how can Chinese brands stand out globally? Our two speakers will share first-hand experiences and real-world cases on cross-border brand strategy and market entry.
• High-value Networking & Program InsightsConnect with industry experts, Manchester alumni, and business professionals to expand your network. Learn about the Manchester Global Part-time MBA program and gain authentic feedback on its curriculum, learning model, and career-enhancing value.

Agenda

18:30–19:00 On-site registration & Mingle

19:00–19:05 Welcome Remarks

19:05–19:40 Keynote

19:40-20:00 Panel Discussion

20:00–20:10 Q&A

20:10-20:20 Information Session

20:20–20:40 Wrap up & Networking