University of Groningen Alumni & Networking Event in Beijing, China

The University of Groningen Alumni & Networking Event 2024, organized by the China Alumni Community of the University of Groningen and the Dutch Embassy in China, took place at the embassy in Beijing on the evening of June 27th. Focusing on "Digitalization and Sustainability," the event gathered top experts and scholars from China and the Netherlands for a significant exchange of ideas. Over 80 alumni from the University of Groningen, along with notable individuals from various sectors in both countries, attended the event.

At the beginning of the event, Mr. Huub Buise, Minister Counsellor for Economic and Trade Affairs at the Netherlands embassy in Beijing, welcomed the alumni on behalf of the embassy. He warmly greeted the attendees and thanked them for their ongoing contributions to the friendly exchanges between China and the Netherlands. He stressed that in today's global environment, digitalization and sustainable development are critical issues for both countries and the world, and highlighted the need to use digitalization effectively to promote sustainability. He hoped this event would inspire more discussions, deepen alumni and experts' involvement in digitalization, help them recall their time in the Netherlands, and strengthen their friendships. Ultimately, he encouraged them to continue fostering exchanges between China and the Netherlands.

Prof. Peter Verhoef, Pro-rector and Dean of the School of Economics and Management at the University of Groningen, also welcomed the alumni on behalf of the University. He expressed his gratitude to the Dutch Embassy and the Alumni Community for organizing the event. Then, Professor Verhoef gave an outstanding keynote speech on digital transformation. He noted that the global COVID-19 pandemic has accelerated digital transformation in all sectors, with artificial intelligence leading a new revolution impacting business and society. He emphasized the importance for companies, especially small and medium-sized ones, to identify their weaknesses and improve their adaptability to digital changes. He also pointed out the significant potential of data science for business growth, but stressed the importance of protecting personal data privacy. He urged companies and consumers to carefully manage this balance during digital transformation. Finally, he stressed that both businesses and society should adopt a mindset focused on digital thinking and innovation while actively responding to changes.

Professor Yongmiao Hong, Dean of the School of Economics and Management at the University of Chinese Academy of Sciences and a member of The World Academy of Sciences for the advancement of science in developing countries, reviewed the collaboration between the University of Chinese Academy of Sciences and the University of Groningen on their double doctoral program. This program, in place for nearly two decades, has produced many graduates who now work in scientific research and teaching positions at top universities worldwide. Professor Hong then discussed the importance of data in today's digital economy from different perspectives: data input, production processes, and economic characteristic

Dr. Sha Zhang, an associate professor at the School of Economics and Management at the University of Chinese Academy of Sciences and a distinguished alumna of the University of Groningen, gave a keynote speech on the digital marketing strategies used by Chinese new energy vehicle brands. She explained how consumers can form positive connections with products through brand founder identity. She then introduced the role of digital marketing using the case of Wuling. Dr. Zhang also discussed common digital marketing models in the new energy vehicle industry, differences between digital and traditional marketing, and future trends in digital marketing.

Yu Chen, Ambassador of the China Alumni Community of the University of Groningen and President of the Association of Chinese Students and Scholars in the Netherlands, moderated the reception. He thanked both the University of Groningen and the Dutch Embassy in China for their strong support for the event and appreciated all alumni for their active participation. Yu emphasized that since its start in 2021, the China Alumni Community of the University of Groningen has been dedicated to promoting exchanges among alumni and serving as a bridge between alumni and their Alma Mater. It also aims to foster exchanges between China and the Netherlands. He encouraged all alumni to take part in community activities and contribute new ideas for its growth.

After the speeches, the alumni and guests engaged in lively discussions, ending the reception in a relaxed and friendly atmosphere. This alumni event not only renewed connections among alumni but also provided an important opportunity to promote cooperation between China and the Netherlands in digitalization and sustainability, laying a strong foundation for future collaborations.