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SKEMA Suzhou: Prof. Dou gives talk on Chinese EV industry strategies
On September 24, as part of the Global DBA in Sustainability programme, a lecture on International Branding and Digitisation Strategies for Chinese Electric Vehicle Makers was delivered in hybrid mode in Suzhou by Professor Wenyu Dou, academic dean of SKEMA China and director of the programme.
The lecture brought together about 30 people on site and attracted more than 1000 views via the livestreaming channel, which indicates a significant rise in the school's academic influence.
Prof. Dou began by briefing the audience about the global market share and growth trend in the electric vehicle industry in the last two years, which was growing rapidly especially in Europe, China, and North America.
"Globally, the NEV market share is expected to reach $823 billion by the end of 2023. Chinese EV industry continues to show strong growth momentum and is estimated to account for 1.6 percent of the country's GDP in 2022. EV manufacturers continue to increase investment in R&D to release new models. For example, Mercedes announced it will launch 25 new energy vehicle models in 2025," he explained.
Electric vehicle branding and marketing strategy
Prof. Dou demonstrated the framework of consumer purchasing analysis with recent case studies and marketing practices by automobile companies. He then laid out the profound strategies of Chinese EV companies aiming for global expansion: global branding clout or superior value, innovations in local distribution, management of geopolitical risks, and establishing close connections with local consumers.
At the end of the Q&A session, Prof. Dou took the questions from the online and on-site audience and offered his insights and suggestions.
