From Local to Global: China Inside Out

Speaker

Sir Martin SorrellExecutive Chairman of S4 CAPITAL | Global Advertising and Media Innovation Leader

About this talk

China's second “chu hai” (globalisation) wave is transforming Western markets, and it’s not an experiment – it’s a strategic imperative. This session taps into WARC-endorsed 2025 research and insights from brands like Anta, Haier, Miniso and Li-Ning to uncover how China builds demand locally and exports it globally. Explore three proven growth models for true ‘glocalisation’, alongside a groundbreaking fourth model that blends rapid innovation with a credible brand promise and culturally resonant storytelling. Get the inside-out reality from BYD, one of the world’s most recognisable outbound brands. Gain actionable examples on how to build a defendable brand system and a diagnostic tool providing practical guidance to adapt, compete and thrive in the face of Brand China’s unstoppable rise.