Translator：Wang Yichun

On February 27, 2023, the Landing Brand Development Symposium was ceremoniously conducted at the Landing Law Offices (Hangzhou) located beside the Qiantang River.

The conference was convened with the aim of advancing the establishment of the Landing brand, thereby reflecting the core competitive edge of a distinguished organization. T he Executive Director of Shanghai Landing, Yin Jun, along with a team led by Director Cai Guoqing of Landing Zhejiang·Hainan, assembled at the Landing Hangzhou office, with directors and colleagues from various Landing branches participating online.

Director Liu Yixing of Landing's Global Management Committee, who was simultaneously assessing overseas markets in Laos, expressed his dedication to Landing's brand development. In his address, he accentuated that brand development must be regarded as paramount in the law firm's growth strategy. While acknowledging Landing's prior successes in brand establishment, he repeatedly emphasized the significance of standardization and noted the necessity of defining more targeted and structured goals for brand development.

Director Cai Guoqing of the Landing Zhejiang·Hainan imparted his experience and wisdom regarding brand development within Landing Zhejiang·Hainan. The expeditious expansion of Landing in Zhejiang·Hainan has been significantly attributed to the profound attention devoted to brand development. This includes the management philosophy, organizational structure, and the establishment of work objectives, all of which are leading the way in China's legal industry.

Shanghai Landing's Executive Director, Yin Jun, elaborated on the organizational framework of Landing's brand management initiatives, highlighting that "trust" is the central objective of Landing's recent brand development efforts. Director Yin Jun reflected on and summarized the specific endeavors and key challenges of Landing's prior brand construction, expressing his commitment to further fostering brand development through refining particular tasks, resolving significant issues, endorsing specialization, and implementing risk control measures.

Shanghai Landing's Director of Brand and Marketing, Bi Rui, added to the discussion. After outlining the brand development work that Landing has already embarked upon, she analyzed the potential challenges that law firms might commonly encounter in branding efforts and, based on this understanding, delineated the principal objectives and strategies for the upcoming year.

Following the central presentations of the symposium, various colleagues, including Landing Zhejiang Hainan’s Executive Director, Bo Shikun; Landing Hangzhou's Deputy Director, Luo Yang; Landing Zhengzhou's Director, He Xiaoli; Landing Shenzhen's Director, Sun Guodong; Landing Guangzhou's Kong Yunfei; Landing Beijing's Director, Dong Junmin; Landing Haikou's Director, Liu Huan; and Landing Shanghai's Executive Committee Member, Ding Xueming, engaged in insightful dialogue regarding the coordination and planning of brand management.

Shanghai Landing's brand development endeavors are under the guidance and oversight of the Brand and Marketing Committee. Yuan Chunsong, the standing committee member responsible for the Brand and Market, graced the event with her presence, providing instructive remarks on the salient challenges in brand development.

Hosted at Landing's Hangzhou office, with the substantial support of Landing Zhejiang, the symposium was successfully conducted.

Located beside the Qiantang River, the attendees observed the ebb and flow of the tides. Born in this new era, Landing seeks to navigate the tumultuous currents of China's development. Every individual at Landing is poised to forge ahead, riding the waves and breaking through the challenges of our time.