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Beautiful Brands Corporate Trade Magazine 3 2018




orld Soccer Championship ahead. Onmly few days to go to see the big opening ceremony.

any enthusiastic Fans wordlwide will celebrate each time this unique world event peaceful

his time Russia will host this event.

orld stage

s for the event, we hope Russia does itself proud. When Russia won the hosting rights in 2010 it was desperate to prove itself on the world stage. With present relations with the West at a low point, the government is probably less fussed about showing off to the world. Moreover, the Russian national soccer team is playing so badly now it won’t give Putin much to boast about, and there have been concerns about racism and hooliganism among Russian soccer fans.


ut we think for ordinary Russians, and city authorities, this is a chance to show that whatever the geopolitics, they are normal, friendly people, many of them with a very international outlook, living in a sophisticated, safe country.


’m a soccer fan, but I’ve never gone to a World Cup before. I struggle over why you would travel to a fascinating foreign country to spend most of your time in stadiums that look basically the same all over the world. The dilemma is particularly acute for Socceroos fans this year, who will want to visit the must-see cities of Moscow and St Petersburg with all their history, palaces, galleries and nightlife, but will also have to trek out to the remote second-tier cities where the boys are playing.


ay the Best Team win !

MAGAZINE Editorial Team Christian Sekula Editor Lars Kellner Deputy Editor Wing Ki Lo

Distributed by Beautiful Brands Ltd Hong Kong 49 Hoi Yuen Road Hong Kong, SAR China +852 8199 0499 Berlin Kurfürstendamm 21 10719 Berlin +49 2241 3994




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VERSACE Exhibition


Imports new trend in festival tradition


EU - China 2020 Agenda






Free Trade Zones to lead the way


Chinese - German Ties


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1230 Founded in Berlin by the Ascanians

1871 Carl Bamberg goes to work

1888 From the backyard to the world brand

1945 All over the World

2006 Relaunch in Berlin

2007 Opening of a new Flagship










....and the Winner is...

Askania watch brand's historyAskania manufactory started in 1871, when an inventor and a watchmaker's son Carl Bamberg founded the beginnings of Askania watch manufacture in Berlin and started up the production of precise instruments for naval fleet, observatories and different expeditions. The wide assortment of high quality products has been elaborated for many years and was always ahead of time. Thanks to outstanding innovations and extremely sustainable timepiece technologies, Askania company was flourishing at that time. At the end Askania manufacture became the most important German company, producing aviation instruments. In 1930-s and 40-s you could hardly imagine a plane without Askania instruments on board, which were very sustainable in any weather conditions, in any situation and in any time. Soon pilot's wrists were also decorated with Askania watches of unbeaten characteristics. Nowadays those watches are presented at the small company museum, situated in Berlin. One of the most famous wrist watch collections, presented by Askania company, is the Tempelhof collection, dedicated to aviation's 80th anniversary. The collection was named after the famous Berlin airport, from where planes with Askania instruments on board, Askaniaconducted their

Askania watch assembly In May 2007 the company presented 3 Elly Beinhorn watch models, dedicated to the famous aviator, Elly Beinhorn's 100-year anniversary. Each model has only 10 pieces. In November same year the company presented the limited edition Quadriga collection. It is supplemented annually and it consists of luxury models. For example, the Quadriga 2010 QUA – 151 model, executed in 139 pieces, demonstrates the notions of elegance and sophistication perfectly. The 42mm case is made of stainless steel. The watch is equipped with a 17-jeweled mechanical Askania 1069 caliber movement. This model's peculiarity is 2 time zone indicators on the dial. Nowadays Askania company presents great time measuring instruments of highest quality and precision, made in Germany by the most talented experts. The company has been following extremely precise instruments' production traditions for over 140 years. The inimitable quality and the sophisticated de-


Intoxication of colors and shapes A tribute to versace 40 years of the brand Versace.2018 is the perfekt year to celebrate an extraordinary man in the most spectacular exhibition every. One of Berlins Top 5 cultural high lights in 2018.It is the most extensive exhibition with the largest archive of Giannis Artefacts. At 1994 Gianni Versace had his first exhibition in Berlin and fell in love with the city. Now the amazing exhibition at”Kronprinzenpalais” presents icongraphic Fashion ,accessiores and the most beautiful works by the legendary italian designer.The „Kronprinzenpalais „ has become the meeting place for collectors, enthusiasts, fashionistas, and media to honour of the best, gone much too early. He created colorful wearable Pop Art and invented the super Model era. Uni Sex Fashion and even the idea of personalities as a brand for themselves. It is the largest exhibition ever on Versace.Round 300 original creations from the 80s and 90s about seven rooms. The Retrospective only Shows Fashion which he designed himself . All pieces are from the possession of the leading Versace collectors from Brazil, Greece, USA und Italy. Among other things in one of the seven rooms showcase the famous and colorful silk shirts that versace was able to print so brilliantly at that time, by using State of the Art techniques. 11

INSPIRATIONS The Fashion of Versace is colorful and multifaceted. Versace dre w inspirations from acient and antique Greek motivs such as� Medusa� Baroque, Animal Print, Bondage,Pop Art, Punk, Teatro and Miami. He skillful combined Art and Fashion. His glamorous erotic cuts and unconventional combinations were very well received. Stars like Michael Jackson, Prince ,Claudia Schiffer, Madonna, Elton John loved his designs. At the time he designed his wedding siut for the singer and friend Sting which is also presented by the exhibition. The Exhibition will bring to life the sprit of Versace, who unfortunately left us far too soon. His energetic and emotional Access to Fashion is felt by every Visitor. by Sabrin El -Fares 12



Imports new trend in festival tradition Chinese consumers reached across the globe via ecommerce more than ever this year to stock up on traditional Lunar New Year’s feasts and gifts

“Chinese New Year is the most celebrated festival and holiday in China, and is traditionally a time to go shopping,” says Frank Zhang, general manager of SAP Hybris Greater China, an e-commerce software company. “This is a great opportunity for e-commerce companies to increase business, and for low-profile major rural brands to win exposure in smaller cities.”

Every Spring Festival, Xu Xiaoding, 55, of Ningbo, in East China’s Zhejiang province, lovingly and painstakingly cooks a fantastic banquet consisting of more than 10 courses for his extended family.

E-commerce companies are selling foreign goods in the hope of enticing Chinese consumers who wish to add an exotic twist to their shopping.

Typically, Xu’s preparations would start weeks in advance. The best of vegetables, meat, spices, fruit, drinks and dairy are sourced from numerous local markets.

Leading the charge was Alibaba Group Holding Ltd. Multinational brands and retailers on its Tmall Global, an online platform dedicated to selling imported products to Chinese shoppers, began preparations for this year’s Spring Festival sales offensive as early as November. On offer were 5,000 brands from 25 countries.

This year, however, Xu’s efforts took a radically different turn. Without stepping out of his home, he went global, thanks to e-commerce.

Lest the offerings be interpreted as an invasion by foreign brands, Daniel Zhang, Alibaba Group’s chief executive, said at this year’s sales launch that the aim is “to enable rural customers to access an extensive range of new year’s goods from home and abroad, while making products from rural China more available among urban customers”. Zhang Jianbin (right), a farmer in Wujiazhuang village, Shaanxi province, places

The overseas goods Zhang talked of include 150 tons of chocolates made in Italy, 20,000 Canadian deep-sea lobsters, 50 tons of Australian beef and 500,000 bottles of wine from France.

orders for foreign-made goods on Taobao with the help of an employee from the website's customer service section. Provided to China Daily

The result was an exotic meal for his children, grandchildren and relatives. It included not only traditional Chinese food, but also seafood from New Zealand, cherries from Chile and wine from Australia.

Alibaba says its best-selling imported goods are maternity and baby products, accounting for nearly 30 percent of total sales, and imported food, accounting for about 25 percent.

“I started to look online because I couldn’t find the special kind of rice cake my pregnant daughter really loves,” he says. “Then I couldn’t stop clicking on the pictures of other products. There turned out to be so many options online with even better deals compared with what regular shops offer.” Inc, Alibaba’s main rival, began a monthlong Spring Festival sales drive on Jan 4, offering consumers a host of products including food, beverages, baby and maternity products, and cosmetics.

Xu is among the growing number of Chinese consumers who are embracing online shopping. In doing so, they spawned sales worth hundreds of billions of yuan from midJanuary to mid-February for the Chinese New Year., the China unit of the US e-commerce giant, launched a Chinese New Year sales festival on Jan 11 with more than 9 million overseas products. It worked out its logistics four months before Spring Festival.

That’s glad tidings for China’s e-commerce players, who are flush with the record-breaking success of the so-called Singles Day online shopping festival on Nov 11.


Laura Xiong, vice-president and marketing head of, says market research shows many shoppers, especially those in the largest, first-tier cities, were keen on buying imported goods to celebrate the festival. “Young people love to take imported foods to their hometowns as gifts,” she says, adding even those in rural areas have shown great interest in vodka, French wine and imported foods, as they are eager to try something unusual, in keeping with the festival mood. She says a growing number of people shop online and choose to have their shopping delivered directly to their parents through couriers, so they can travel home light. “It just takes a little bit more time to deliver imported goods in interior areas,” Xiong says. Niu Yinghua, vice-president of Amazon China, says big data technology helps predict products with high demand before Spring Festival. “Our US center can send out packages within one hour of receiving an order. It takes only six to eight days for Chinese shoppers to get their Spring Festival purchases.” Not everyone is impressed. Critics of online shopping festivals think consumers have already spent a lot of money during the Nov 11 event and subsequent events like Black Friday and 12-12 (Dec 12). The concern is that frequent online sales could over-exploit the consumption power of Chinese shoppers. But Niu disagrees. “Nov 11 was about bargain-hunting. The Black Friday event was more about high-end overseas products. But Spring Festival shopping can be for everything, from clothes, toys and food to something related to home decoration.” The market is big enough for e-commerce players to tap, she says. Lu Zhenwang, an independent Internet expert and chief executive of Shanghai-based Wanqing Consultancy, says: “Spring Festival can be another big online shopping event if e-commerce players handle it properly.” But Xiong at, believes the convenience of e-commerce will persuade more consumers to go online to shop sooner or later. “People tend to finish shopping one week ahead of Spring Festival because many brick-and-mortar stores close as the Chinese New Year nears. “So, starting this year, we will offer nonstop delivery services during Spring Festival. Shoppers will get the same fast delivery during the holiday. In the long run, we hope the service will change customers’ shopping habits.”


EU-China 2020 Strategic Agenda for Cooperation Relations between the EU and China have developed fast since diplomatic ties were established in 1975. In particular, the creation of the EU-China Comprehensive Strategic Partnership in 2003 has deepened and broadened cooperation in a wide range of areas, and the EU and China have become highly interdependent as a result. The world of today is experiencing profound and complex changes. As important actors in a multipolar world, the EU and China share responsibility for promoting peace, prosperity and sustainable development for the benefit of all. They agree to continue to consolidate and develop their strategic partnership to the benefit of both sides, based on the principles of equality, respect and trust. The EU reaffirms its respect for China’s sovereignty and territorial integrity. China reaffirms its support to EU integration. The EU and China have both put forward strategic development plans - China’s two centenary goals and the 12th Five Year Plan, the EU 2020 Strategy - which present potential for synergies to enhance cooperation for win-win results. The two sides are committed to promoting the EU-China Comprehensive strategic Partnership in the next decade. In that perspective, both sides jointly adopted the EU-China 2020 Strategic Agenda for Cooperation. The two sides will fully implement the Strategic Agenda for Cooperation through their annual Summit, which provides strategic guidance to their relationship; through the three pillars directly underpinning the Summit (the annual High Level Strategic Dialogue, the annual High Level Economic and Trade Dialogue, and the bi-annual People-to-People Dialogue); through their regular meetings of counterparts and through their broad range of sectoral dialogues. These objectives will be reviewed annually and reported to the Summit which will, when appropriate, consider further complementary initiatives. I. PEACE AND SECURITY The world’s trends toward multipolarity and economic globalisation are deepening. The importance of cultural diversity is growing, and an information society is fast emerging. Countries are increasingly interdependent, with their interests more closely intertwined than ever before. On the other hand, the world is still far from being peaceful. The global financial crisis has had a far-reaching impact. Imbalance in global development has widened. International and local conflicts keep breaking out. Conventional and non conventional security issues are interwoven. However, peace, development, cooperation and mutual benefit have become the trend of the times. Promoting multilateralism remains crucial to ensure effective, coordinated and coherent responses to pressing global challenges.

As important actors in a multipolar world, the EU and China commit to enhancing dialogue and coordination at bilateral, regional and global levels, to meet regional and global challenges together, and work to make the international order and system more just and equitable. II. PROSPERITY The EU and China enjoy one of the world’s biggest and most dynamic trading relationships. Their trade and investment exchanges have become a major engine driving their respective economic development and innovation. Both sides share responsibility for ensuring that their economies remain key drivers for global economic growth and providing prosperity for all. They are committed to building a world economy where all countries enjoy development and innovation, interconnected growth, interests converging, and firmly safeguarding and developing an open world economy. In that perspective, they are determined to enhance further their trade and investment relationship towards 2020 in a spirit of mutual benefit, by promoting open, transparent markets and a level-playing field. Particular importance will be paid to improving opportunities for Small and Medium Sized Enterprises (SMEs). III. SUSTAINABLE DEVELOPMENT The EU and China face the common task of achieving innovative, inclusive and sustainable development. Addressing climate change, protecting the environment, promoting transparent international energy markets and facilitating resource-efficient, farreaching, socially inclusive and low-carbon development policies are high on the international action list. Emerging green sectors contribute to sustainable growth of the global economy and are creating new business opportunities for Chinese and European companies. Green growth should therefore become a key area of strategic and practical EU-China cooperation. The EU and China are committed to continue promoting cooperation on the environmental flagship initiatives developed respectively by China and the EU, with a view to maximising the mutual synergies between China’s ecological civilization and the European Union’s resource efficiency agenda. Both sides agree that innovation has an important contribution to make to achieve sustainable development, and that effective protection of Intellectual Property Rights is crucial to support the effective development and deployment of innovative solutions and emerging industries.

If you want to know more, please sent us your inquiry to or

In addition, in order to ensure sustainable development, a number of important social challenges need to be addressed, including social security and health care, high and quality employment and demographic ageing. The EU and China have a common responsibility for advancing global development.

IV. PEOPLE-TO-PEOPLE EXCHANGES People-to-people exchanges are an essential vector of peace, while contributing to economic development. Together the EU and China represent over a quarter of the world’s population. Expanding contacts between peoples on both sides is crucial to enhance common understanding and foster cross-fertilisation between societies.



Caring For Your Baby’s World For over 50 years parents have trusted Pampers to care for their babies and nothing is more important to us than the happy, healthy development of babies. This is a responsibility we take to heart and it inspires us to continue making better products that help keep your baby’s skin as dry and comfortable as possible. The simple fact is that P&G grow and develop their products, they must continue to do so responsibly. Yes, this means finding ways to make better products for your baby, but it also means continuing to find ways to live up to their promise of caring for your baby’s world. Pampers are doing this in the following ways: • Reducing our environmental impact read more • Supporting happy, healthy babies around the world read more • Helping communities to thrive read more

Pampers want to help achieve a better future that will benefit babies’ development, now and for generations to come.


Who is Peggy? Peggy Diggledey is a 6-year old girl who lives with her parents on a small island in the north of Germany. Peggy and her many friends lead an adventurous life on their little island. The island really exists…almost in real. And so does Peggy! Her imagination, her energy, her vitality and her zest for life…. there’s a bit of Peggy Diggledey in every adventurous little girl out there. Peggy has real pirate blood flowing through her veins and believes that her great-, great-, gre- at-grandfather was a famous pirate. It is said on the island that he was one of the good ones. Together with her friends Lisa, John and Phil, she experiences at least one small adventure every day. Her constant companion is a shaggy white dog called Klabauter. Pelle the parrot and Edgar the donkey are also a part of the Diggledey family. Peggy’s parents, Loretta and Robert, run a small hotel on their property. Peggy, Lisa, John and Phil are extremely proud of their driftwood house down at the beach. They built it all by themselves. If one doesn’t find them at the beach, one can be sure that they are on their bikes exploring the island and searching for the next adventure.



Free Trade Zones to lead the way

WRITTEN BY ZHONG NAN in Shanghai and LIU CE in Shenyang(China Daily)

Local trade areas to feature prominently in next stage of the country’s growth Every stage of China’s development can be likened to a sporting event played by local governments. Since the start of the 1990s, the areas in which local authorities have competed include foreign direct investment, new airports with direct flights to popular overseas destinations, sprawling urban plans featuring exotic public buildings or office buildings, and high-speed rail services. But what next, with the economy undergoing a difficult transition and almost every industry seeing a slowdown in growth? News emerging from provincial-level policymaking meetings held before the annual session of the National People’s Congress in March is that setting up local free trade zones will mark the next stage of the nation’s development. Local governments will embark on a new round of competition to obtain central government approval for such zones and to show who can run a local FTZ most successfully. Commerce officials say that the competition will probably continue throughout the nation’s 13th Five-Year Plan (201620). Also called tariff-free zones, FTZs are areas within which goods can be imported, processed and exported without going through customs inspections. Foreign investors can set up facilities in industries that are restricted elsewhere in the country. FTZs are designed to provide greater access and convenience for foreign companies to expand in China and for Chinese companies to move money abroad — in diverse services and financial operations, as well as in manufacturing. For foreign enterprises from developed economies, FTZs can help establish beachheads quickly in important

services such as health and education, said Liu Chenyang, a researcher with the APEC study center at Nankai University, Tianjin. Liaoning, Henan and Hai-nan provinces and the Ningxia Hui autonomous region have officially included their concepts for local FTZs into their plans for 2016. The chance for these provinces to get the green light from the central government seems good, development specialists and officials say. A new batch of FTZs is expected to be finalized in the first half of the year, although not all provinces will be satisfied. The nation right now has four FTZs, all along its coastline. It established its first pilot FTZ in Shanghai in August 2013, and three more in Tianjin, Fujian and Guangdong in April. In December, the State Council issued its “Opinions on Speeding up the Implementation of FTZ Strategy”, which promised to build more FTZs. Most likely, the new batch will give priority to inland areas that play a key role in the Belt and Road Initiative, connecting with countries across Eurasia. Tang Wenhong, director-general of the Ministry of Commerce’s Department of Foreign Investment Administration, said the new batch is also expected to increase China’s competitiveness in the Asia-Pacific region. Li Xi, Party chief of Liaoning province, said he is expecting the central government to approve the China (Dalian) Pilot Free Trade Zone quickly so that it can help the longtime industrial province reverse its rapid decline in business activity. “The Dalian FTZ is designed not just as a copy of others but as one that is more regionally integrated, targeted and differentiated in its own functions, backed by a strong industrial foundation and strategic positioning” compared with Japan, Russia, Mongolia and the Korean Peninsula, Li said.


A free-trade zone in Dalian — an international shipping center and regional finance center in Northeast Asia — could boost trade volume between overseas markets and China’s northeastern provinces and the eastern Inner Mongolia autonomous region, according to Bai Ming, a researcher at the Beijing-based Chinese Academy of International Trade and Economic Cooperation. In particular, it could help Liaoning, which has suffered from a decline in overseas demand and rising wages, to reorient its business for the 21st century. “For sustainable growth, local officials must pay attention to job creation,” Bai said. “They should design new FTZs imaginatively so that they are more regionally integrated. They should not blindly copy existing FTZs.” At the moment, FTZs make up only a tiny part of China’s economy. But they represent a future scenario for success. In the long run, economists expect the entire country’s economy and economic regime to become more like today’s FTZs. In a few years, experts say, they will help China get used to a more competitive and more collaborative global business environment.


Third batch of free trade zones to be finalized shortly The third batch of free trade zones (FTZs) is expected to be finalized shortly, with inland areas and provinces along the Belt and Road getting priority, China Securities Journal reported on Monday. As an important measure to promote regional economic development, applying for FTZ and taking part in the construction of the Belt and Road have been put forward at local governments' two sessions since the beginning of the year.

Last month, the State Council issued the Opinions on Speeding up the Implementation of Free Trade Zone Strategy, which proposed to further optimize the construction layout of the free trade zones and quicken the implementation of the FTZ strategy.

Henan CPPCC Chairman Ye Dongsong put forward the construction of Henan FTZ for the first time at the central province's two sessions on Saturday.

Ye said the provincial government will intensify efforts to improve the construction and competitive edge of Zhengzhou Airport Comprehensive Economic Experimental Zone, apply for Henan Free Trade Zone, and build Zhengzhou Cross-border E-commerce Pilot Zone.

Shaanxi, a major province along the Belt and Road, has called for FTZ construction in northwestern province. Shaanxi governor Lou Qinjian said on Sunday that the province will actively try to build Shaanxi Pilot Free Trade Zone, promote trade facilitation, and establish cooperation with 13 domestic port cities.

Fujian Pilot Free Trade Zone is looking to innovation, March 6, 2015. [Photo/IC]


German-Chinese cooperation between SMEs: State Secretary Gleicke chairs fifth German-Chinese SME consultations At the same time, she called for further reforms to be implemented by the Chinese government. State Secretary Gleicke said: "We need a real level playing field. This means that the rules applying to Chinese companies must equally apply to foreign companies in China. The protection of intellectual property rights must be effectively enforced. German SMEs and start-ups will only have trust and open up to more cooperation in innovative fields if these conditions are met." German-Chinese SME policy consultations have been held regularly since 2006, alternately in Germany and China. They aim to improve economic policy cooperation especially in the interest of small and mediumsized enterprises of the two countries.

Iris Gleicke, Parliamentary State Secretary in the Federal Ministry for Economic Affairs and Energy and Federal Government Commissioner for Small and Medium-sized Enterprises, travelled to China to chair the fifth German-Chinese SME consultations on 16 - 20 January 2016. The German delegation was joined at the event by representatives of the Sino-German chamber of commerce and of Germany Trade and Invest (gtai).

You can find further information (in German) about the bilateral economic relations and a country portrait of China on the website of Germany Trade and Invest (gtai).

Š -

Many opportunities for SMEs, but reliable framework conditions important In Jieyang (Guangdong Province), State Secretary Gleicke exchanged opinions on current SME policy issues with China's Deputy Minister for Industry and Information Technology, Dr Fei Feng. Ms Gleicke underlined that in her view China's transformation towards a more sustainable, innovation-based growth model provides many opportunities for the future cooperation of German and Chinese SMEs, e.g. in the fields of environmental technologies, energy efficiency and recycling.

h t t p : / / w w w . g t a i . d e / G TA I / C o n t e n t / D E / Tr a d e / F a c h d a t e n / P U B / 2 0 1 5 / 11 / pub201511242022_159610_wirtschaftsdaten-kompakt---vr-china--november-2015. pdf?v=1


Economic cooperation tops agenda for Merkel’s China visit

BEIJING -- German Chancellor Angela Merkel is making her eighth visit to China with strengthening economic links atop her agenda. Chinese Premier Li Keqiang and Merkel witnessed the signing of 13 cooperation agreements after their talks on Thursday, including a deal for China to buy 130 aircraft from Airbus. The planes have a list price of 17 billion US dollars, making the deal one of the largest orders China has ever placed with the European aviation giant. MERKEL THE SINOPHILE Merkel landed in Beijing earlier on Thursday, becoming the most frequent visitor to China among Western leaders. Since 2005, she had paid seven visits to China as German chancellor and spent time in seven Chinese cities.

“The close contact and exchanges of visits between Chinese and German leaders revealed the momentum with which our relations are developing,” said Chinese President Xi Jinping in his meeting with Merkel.

Xi called on both sides to consolidate trust, accommodate their respective core interests and major concerns, and achieve new progress in their cooperation in finance, urbanization, agriculture, electric vehicles, environmental protection, culture and protection of the disadvantaged. He urged Germany to help facilitate China-EU personnel exchanges and speed up negotiation on a China-EU investment treaty. Merkel in turn vowed to boost bilateral trade, industrial and financial cooperation, and participate in the China-proposed Belt and Road Initiative and the Asian Infrastructure Investment Bank. Her visit comes a week after Xi visited Britain, and days before French President Francois Hollande’s state visit to China.


( Xinhua )


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