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General Plan & Practice Outline of Brand Culture Series
 


Theme:Communication, Friendship and Cooperation on a Win-win Basis
 
Time:May 4th, 2015——Forever
 
Place:China-Italy-Countries along the Silk Road
 
Name:Sales & Exhibitions of Brand Cultural Series in the Silk Road Pavilion of Expo



Silk Road Pavilion of Aquae Venice Expo 2015

World Health Commonweal Association
 
China International Association of Culture, Economy and Commerce of Silk Road
 
Organising Committee of Rebuilding China Silk Road
 
Chinese Association for Life Care
 
WRSF
 
Beijing Zhong Jian Shi Lian International Brand Management and Consulting Centre
 
Mar. 16th, 2015
 


 
I. Introduction to the World Expo
 
  ▼ World Expo International
  ▼ World Expo China

II. Introduction to Shanghai Expo

  ▼ Shanghai Expo International
  ▼ Shanghai Expo China
 
III. Outline of Our Event

  ▼ Background
  ▼ Aim
  ▼ Theme
  ▼ Goal
  ▼ Highlight

IV. Content

  ▼ Purpose
  ▼ Form
 
V. Plan
 
  ▼ Style
  ▼ Responsibility
  ▼ Arrangement

 
I. Introduction to the World Expo
 
  World Expo International

  The World Expo, as the international show of national brands, cultural and scientific fruits, made the Eiffel Tower outstanding overnight in 1889 that lit up the night with glittering lights. And Edison became a household name as the “Father of Lights”.


 
  World Expo China

  Maotai, a Chinese wine, proves a success in the World Expo.
 
  1851 witnessed the participation of the delegation of Maotai in Expo San Francisco. Unfortunately, one vessel fell onto the ground as the wine was moved, the fragrance of which permeated the hall all of a sudden that gave the persons in charge a good idea.

  Then, one bottle was uncapped and wonders were worked: it drew crowds of people from the four corners to the booth, which rendered Maotai well known quickly.This story keeps going among the people today.




 
II. Introduction to Shanghai Expo

  The last Expo, with the theme of “Better City, Better Life”, was held in Shanghai on May 1st of 2010. As the first comprehensive World Expo held by China, it made world records in the size-participants including 190 countries and 56 international organisations, the number of visitors-over 73,000 thousand, capital-RMB 28.6 billion yuan, and financial budget-RMB 300-400 billion yuan.
 



 





 
III. Outline of Our Event

  With “Nourishing the earth, Energy of Life” as the theme, the 42nd World Expo is coming into the world in Milan, Italy. In the 21st century featured with natural resource conservation and sustainability, a wave of new thinking, new creativity, new situation, great health, grand culture and internet of all things shall surge around the world. Therefore, Expo Milano 2015 as a historical gala is bound to become the focus of attention.

  As one popular pavilion in Expo Milano 2015, with its powerful influence, the Silk Road Pavilion of Aquae Venice Expo 2015 shall present the human culture and civilisation with the concept of “scientific innovation, food security and living a healthy life”, which is aimed to further the friendly contacts and make more opportunities for cooperation among nations.

  Authorised by the Silk Road Pavilion of Aquae Venice Expo 2015 (Silk Road Pavilion of Expo), the Beijing leading group is established to organise a series of brand culture events.




i. Background

  The China Silk Road in the ancient times, as one road of culture, commerce and friendship, proved to be the longest and widest fantastic road with the largest population under its magic power. It was one cultural bridge of friendship between China and western countries that linked the human wisdom and creations, a booster for Sino-Western economic, cultural and technological exchanges, and a thoroughfare of the Yellow River, the Ganges River, Hellenism and Persian culture.

  Aiming at a “community of interests” on a win-win basis and a “community of destiny” of common development and prosperity, President Xi Jinping puts forward the strategic concept of “Economic Belt of New Silk Road” and “Silk Road on the Sea in the 21st Century”. The Silk Road Pavilion of Expo is waiting for the participation of the friends all over the world.

  With “the Silk Road” as the theme, cultural events will be held for the friends along the “Economic Belt of New Silk Road” in an innovative business model with the purposes of closer contacts over, deeper cooperation in and more opportunities for the economy and commerce between China and her friends along the road.

ii. Aim

  The Silk Road Pavilion of Expo will display the long history, charming scenery and civilisation of “the Silk Road”, the brilliant achievements along the road, and the economic, technological, cultural, social and ecological fruits with coordinated economic development and enhancement of the friendship and understanding of people from all countries and regions.




 

iii. Theme

  General theme: Communication, Friendship and Cooperation on a Win-win Basis Sub-theme: the Spirit of “the Silk Road”: multicultural interaction Friendly Communication: along the Economic Belt, in the Journey on the sea

  Cooperation on a Win-win basis: new cultural journey across the border of the silk road
 
iv. Goal

  The Silk Road Pavilion of Expo is built for the win-win economic and cultural prosperity of all countries and regions through the transformation and upgrade of traditional culture and brand culture along One Belt and One Road, in which visitors can fee; the cultural essence and the innovated spirit and see the value of national brands of “the Silk Road”.
 
  a. Exploration and Communication:
 
  To deepen the public knowledge of “the Silk Road” and the integration of different cultures by digging out the economic, cultural and social values of “the Silk Road” and presenting cultural heritage and fulfillments.

  b. Classification and Development:

  To popularise the idea of sustainable development and exploration as well as to dig out and classify the economic and cultural resources of “the Silk Road”. Devoted to the great cause of health with the outlook of an ecological platform economy, to create new commercial opportunities and improve the productivity on the platform by promoting harmonious culture, discussing a “platform” business model and building an ecosphere of great potential with the elites of all circles.

v. Highlight
 
  a. Long period: including but not limited to 184 days, forever, exactly speaking.
 
  b. New style: to show diverse sides, such as economic and cultural sides of “the Silk Road” through new rich events, for instance, Special Days.
 
  c. Rich information: opening and closing ceremonies, spot collections, sales & exhibitions, exclusive gifts, forums and summits, opportunity shares, cultural events, etc..
 
  d. Guests from all circles: government leaders, and guests in economic, academic, business and artistic areas.
 
  e. High standard: with full focus of attention and staunch support of the governments and international organisations.
 
  f. Larger scale: news reports from chief medium companies from all sides.
 
  g. Great effect: active and profound influence in the countries and regions around the world with the promotion of the brand cultural series by the Silk Road Pavilion of Expo.
 
IV. Content
 
  i. Purpose

  Countries along the Silk Road will benefit from the cultural series with the participation of governments, international organisations, specialists, scholars, journalists, industrial elites and various social groups in a variety of our events that invite your interactions.

  ii. Form

  a. Cultural events (to attract public attention):
 
  A variety of cultural events that invite your interactions-opening and closing ceremonies and spot collections-are prepared for social attention.

  a) Opening ceremonies will be held in the places of departure of the delegates:

  Participants: organisers, government leaders, medium companies, artists, industrial elites and volunteers.

  Signatures of the guests on the United Nations Millennium Declaration will be recorded in DVD.

  b) (Name of city) News Briefing of the Silk Road Pavilion of Expo will be held:
 
  Guests are government leaders, organisers, investment and leasing institutions, medium companies, local chambers of commerce and associations, industrial leaders, artists and volunteers from all countries and regions.

  c) Star Boulevard Performance will be put up in provincial capitals along the Silk Road.
 
  b. Sales & exhibitions (to make commercial opportunities):

  Enthusiasm of exhibitors and the public are evoked through the economic interaction between the exhibitions and local peers.

  a) City Presentation of “the Silk Road”:

  The city image, landmark buildings, economic construction and social development are thoroughly presented through the development plans, measures and prospects of the local cultural industry, including comprehensive designing, planning of urban development, cultural brand construction, festivals, well-known and high-quality products, and products with geographical characteristics.

  b) Tourist Resource Show of “the Silk Road”:

  The tourism industry will benefit from the show and recommendation of tourist resources by drawing the visitors around the world to the scenic spots along “the Silk Road”.

  In the meantime, sales will increase through the organisers’ introduction of famous tourist attractions in the participating countries and regions of the Silk Road Pavilion of Expo.

  Tourist products around theme “Silk Road” are shown on the test-market.

  Top100 tourist products or gifts are chosen.

  Hit products of the Silk Road Pavilion of Expo are born from the ones

  with a prize through the beautification and propaganda of professional institutions.

  c) Presentation of Cultural Achievements of “the Silk Road”:

  “The Silk Road” culture will be better known through the presentation of the cultural fulfillments, such as cultural resources and programmes, including the artistic works, copyrights, patents, folk artworks, festivals, intellectual properties, cultural originality, hi-tech and new energy projects and hi-tech products.

  d) Exhibition of Folklores of “the Silk Road”:

  Folk culture, regional features, national instruments, folk customs, ethnic clothing, handicrafts and artistic ornament with strong national characteristics and high cultural values from the participating countries and regions are placed on show as the calling card. As is known to all, a number of folklores are neglected, lost and even extinct.

  Therefore, the invaluable folk products with unique features and the longest history shall be introduced in front of the world in the Expo as the impetus of the local economic, cultural and tourist development.

  Folk performance: including art performances, stunts, local Quyi, instruments. Folk artisans and musicians are invited to give a lecture or put up the performance through interaction with the spectators and the audience.
 
  Folk product exhibition: including paper-cuts, embroidery, handicrafts, adornments and sachets, which can be made by request of the customer, are shown and interpreted by artistic representatives.
 

  Awards will be given, such as “Excellent folk artworks”, “Excellent folk performance”, “Excellent folk acts”, “Excellent folk instrument performance” and “Most attractive decorations and souvenirs”.

  Certificates will be issued to the prize winners as future strategic partners by the organiser and corresponding authorities.

  Programmes wanted to be the world heritage will be presented and procedures for application are offered.

  e) Local delicacy Show of “the Silk Road”:

  The rich food from different countries and regions with the theme of “the Silk Road” can satisfy the desire of visitors through the display of its cooking and sale.

  “The most delicious food” will be identified and even advertised in the O2O chain shop of the Silk Road Pavilion of Expo.

  f) World display of the Silk Road Pavilion of Expo:

  Sales & exhibition areas are exclusively offered where “well-known, high-quality, and special” products and independent R&D products will be shown at a good opportunity for the technological, commercial and economic communication and cooperation of the exhibitors. They, on whom awards are bestowed by the Silk Road Pavilion of Expo and international organisations, will stand the right of
trademark of Expo and international organisations.

  Every participant enjoys the right of the world display of the Silk Road Pavilion (One channel and a sales & exhibition centre in the E-mall of the Silk Road Pavilion may be set up according to the circumstances) .

 

c..Forums and Summits:

  Focusing on “Communication, Friendship and Cooperation on a Win-win Basis”, forums and summits will be held in different cities during the Expo.

  a) Culture of “the Silk Road”:

  For the sake of a multiple development of “the Silk Road” culture, a new trail will be blazed for the economic cooperation with a new method on the platform in the cultural area of “the Silk Road”.

  b) Great health and new economy:

  The themes of our forums and summits can be “Co-building and Benefiting from the Silk Road”, “Nourishing the Earth, the Energy of Life”, “Food Security”, “Living a Healthy Life”, “Culture and Arts”, “Ecological Environment”, “Science and Life”, “Internet and Internet of Things”, “Finance and Development”, “Global Economy”, “Summit for World Industrial Leaders”, “Modern Transformation of Traditional Culture and Culture of the Traditional Chinese Medicine”, “Products of Protected Landmark”, “Forum for Made in China, Brand Culture” and “Healthy City Forum and Recommendation by and Investment in the Local Government Projects”, etc..

  Participants can discuss the development and trend of “the Silk Road” economy and culture and propose resolutions.
 
d. Exclusive activities:
 
  a) Special Days:

  In order to meet the requirement of the sponsors, regional culture of the cities along “the Silk Road” is displayed on Special Days as a good opportunity show the cultural charm and economic strength through business recommendation and brand culture propaganda.
 

 
b).Theme Festivals:

  With the theme of “City Evolutionism from an International View”, distinguished entrepreneurs, experts, scholars, directors of the promotion department of local governments and industrial leaders in the city brand sales & marketing area will discuss the hot topics of the promotion of city brands. The theme festival consists of city display, folk performance, cultural and artistic festivals, and theme evening of “the Silk Road”.
 
  The white book shall be issued with the news report.
 
  e. “Zhong Jian Shi Lian DVD and internet sales & exhibition”:

  “Zhong Jian Shi Lian Brand Culture E-display” take place in the Silk Road Pavilion of Expo where the exhibitors are shown with their brands advertised and sold in the chain shops.

 

Display for:

  a) Brand culture of “the Silk Road”: cultural fulfilments, folklores, fork products, tourist products, local delicacies, creative designs, intellectual property and patents.

  b) World display of the Silk Road Pavilion of Expo: new-energy products or advanced technological products, such as: silk, tea, ceramics, jade, food, regimen food, supplies for the elderly, nursing materials, household textiles, household glasswork, household metalwork, clothing, hats & shoes, fitting, stationery, gifts, toys, cases & bags, sports, household plastic or grass products, umbrellas,
glasses, electronic products, clocks & watches, precious metalwork.

Notes:

  a. Favourable conditions are provided for the participants in the Silk Road Pavilion of Expo while most preferential support is given for board & lodging, transportation, event holding and performance in objective conditions.
 
  b. Programme recommendation is supplied by the corresponding governments and organisations with the participation of governmental leaders, influential medium companies, specialists, scholars, leading enterprises and the common people.

  c. One news briefing of the Silk Road Pavilion of Expo of (Name of city) is called by the corresponding governments and organisations with the participation of governmental leaders, influential medium companies, specialists, scholars, leading enterprises and the common people.
 
Participants: businesses, chambers of commerce, associations, local governments and their Beijing offices, embassies, medium companies.
 
V. Plan
 
  i. Style:

  Local spots of the Silk Road Pavilion of Expo are set for the prospective participants from different countries and regions with the support of local governments.

  ii. Content:

  Tender invitations are sent through active communications and coordinations with the local government in the paricipating city.

  iii. Responsibility:

  Plans are carried out as desired with a guarantee of a smooth cooperation with the participant.

  iv. Arrangement:

  The master takes charge of the local spot with the help of responsible enterprises and social elites.