The Swedish Chamber of Commerce in China welcomes you to join our one-day workshop in Shanghai, themed "Branding≠Burning Cash - Turn B2B Brand Efforts into Solid Business Results," and this workshop will be held in Chinese.
For many companies and marketing professionals nowadays, multiple challenges are emerging: less and less budget, lack of recognition by management and other stakeholders, failure to prove the value of work or to reach the KPI (and nor to justify it's a fair KPI), and sometimes struggle with how to react to the fast-changing marketing technique environment. That's why we're hosting this practical training workshop: to go back to the underlying logic of brand marketing and rebuild it in a way that is both strategic and usable in your daily work. Together, we'll unpack three core concepts behind effective branding, learn how to read and apply the brand funnel (and its interaction with the sales funnel), and explore how to design KPIs that truly support—rather than crush—your marketing efforts.
Through frameworks, real examples, and co-creation activities, you'll leave with tools you can immediately apply to your own market, customer segments, and internal reporting. If you want your brand work to be taken seriously by the business—and to feel more confident explaining marketing impact to different stakeholders—this workshop is for you.
对于当下许多公司和市场营销从业者来说，正面临着一系列棘手的挑战：预算每年减少、管理层和其他相关方缺乏对营销部门工作的理解与认可、有时难以证明自己工作的价值或达成KPI（更别说证明这些KPI在设定时是否合理），同时还在不断变化的营销技术和网络环境中思索如何应对与调整。
这正是我们举办这场实用型、互动型和共创型培训工作坊的原因：回到品牌营销的底层逻辑，重新搭建成既有战略高度、又能落地到日常工作的体系。我们将一起拆解高效品牌营销背后的核心概念，学习如何理解并运用品牌漏斗（以及它与销售漏斗之间的互动关系），探索如何制定、完成和解释真正能够支持你、而不是压垮你的市场营销KPI。通过系统框架、真实案例以及共创式的环节，你将带走一套可以应用在自己日常工作中的技巧和工具。
About this Workship and Agenda:
- The one-day workshop focused on the topic of "Branding≠Burning Cash - Turn B2B Brand Efforts into Solid Business Results".
- It's a co-creation workshop, with 70% time of facilitated activities and 30% time of training.
- The workshop will cover some puzzles, such as
• What are the three basic concepts in the underlying logic of brand marketing
• How to interpret and effectively use the Brand Funnel
• How to set effective and reasonable marketing communication KPIs
• How to interpret and communicate marketing KPIs to different stakeholders
工作坊涵盖内容：
- 欢迎和工作坊介绍
- 破冰——互相认识
模块一：品牌营销底层逻辑中的三个基本概念
- 找到>改变
- 可控的/可影响的/不可控的
- 基于市场预设的试验性迭代过程
模块二：品牌漏斗的解读和有效使用
- 品牌漏斗和其迭代模型解读
- 有效使用品牌漏斗的关键因素
- 品牌漏斗与销售漏斗的互动联系
- 各环节营销效用的测量
- 叠加维度的影响：细分市场、客户规模、采购频率
- 共创活动
模块三：市场传播KPI vs 业务发展KPI
-断联的问题出在哪儿？
-KPI是压垮了你还是帮助了你？
-如何设定有效合理的市场传播KPI？
-如何向不同相关方有效解读市场传播KPI
-共创活动
Date
17 December (Wednesday), 2025
Time
09:30 - 16:30, Beijing Time
(with 1 hour lunch break, and light lunch will be provided)
Facilitators:
Siye Zhu, Senior Consultant at Nordic Friend Agency
Rixin Jiang, CEO of Nordic Friend Agency
Language:
Chinese/中文
Price:
Member: 1500 RMB
Non-member: 3000 RMB
Venue:
SwedCham Shanghai Office
Hej!Workshop. 3F, Livat Office Tower E, No. 788, Jinzhong Road, Changning District, Shanghai
上海市长宁区金钟路788号荟聚办公楼E栋三层Hej!Workshop
Cancellation Policy
If you cannot attend a training for which you have registered, please cancel your registration no later than seven business days prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the training costs.
Fapiao (VAT Invoice)
Apply fapiao when purchasing a ticket, by inputting the Chinese entity name and tax ID (if the title is wrong, you will be unable to receive the Fapaio). Make sure your IT has whitelisted the domain "XX@hlzrkj.xyz. E-Fapiao will be sent to your e-mail within 7 days after completed event (check spam folder). If the fapiao can not be received, please provide an alternative email or contact finance@swedcham.cn.
Speakers
Rixin Jiang
CEO of Nordic Friend
Rixin is the CEO and Co-founder of Nordic Friend, a China-focused digital marketing agency operating in both the Nordics and China. He has rich experience working for global clients from various industries, helping with their localized brand strategy, marketing solutions, and media relations in the Chinese market. Rixin and his team have been closely studying all relevant regulations and compliance rules for marketing and communications activities in China, to ensure a safe and high-standard operation quality for foreign businesses in China.
Siye Zhu
Senior Consultant at Nordic Friend
Siye ZHU, Senior Consultant at Nordic Friend Agency
Siye specializes in helping industrial B2B to achieve solid business growth in the Chinese market. Her excellent combination of business acumen and people insight is especially helpful for the company to make breakthroughs in confusion, complex, or change situations. She has 16 years of integrated experience with leading MNCs in the fields of strategy, business development, marketing, and communications. Siye is the forerunner to apply the agile approach in marketing management to realize business delivery in a practical and efficient way. Siye has an academic background in mechanical engineering, is a certified Scrum Master, and is licensed as a psychological therapist.
朱思晔女士拥有16年跨国公司战略和营销管理经验和五年的高管经验，专注于工业B2B的营销管理和业务拓展，帮助企业在中国市场实现可持续的业务增长。出色的商业逻辑和对人的洞察力是其执业特点，尤其在混乱、复杂和不确定的环境下，帮助公司有效地应对挑战、取得突破。朱思晔女士拥有上海交通大学机械工程的学士学位，国家二级心理咨询师和敏捷引导师认证。
Sponsors and Partners
Corporate Gold Partners
A special thanks to our Corporate Gold Partners for supporting the Swedish business community in China.
Corporate Silver Partners
A special thanks to our Corporate Silver Partners for supporting the Swedish business community in China.
PSU (China) Consulting Co., Ltd.
PSU was established 2006 and is one of the leading Security Consultancies in China that has the experience, insight and resources to help companies and organisations to deal with security related issues such as business intelligence, security audits, investigations and crisis management connected to corporate, brands and individuals.
http://www.psuchina.com.cn/
