"Talking about the last 40 years, it was really a wave of change and modernization," said Fabian Furrer, president of Dongdao Creative Branding Group International. Furrer and his team contribute to designing brands in China. Over the past 20 years, he has witnessed the progress of the country's reform and opening-up in terms of branding.

Furrer says good opportunities exist in China as foreigners are interested in what he called the "Chinese element", but he also says this needs to be clearly expressed.

A good design, in Furrer's eyes, is a new elaboration of the functions and practicability of the object, and an opportunity for reflection, learning and inspiration. "In order for Chinese brands to rise, it is necessary to refer to the experience of the pioneers," he said. "Besides adding Chinese elements, we should also consider the cultural elements that conform to Western consumers' habits."

Furrer believes that China's rapid development and its strong domestic consumers have made it necessary for Chinese enterprises to do something interesting, and thus it is vital to look forward, to communicate with different people, and eventually build creative thinking. By using big data accumulated by brands, Chinese enterprises can stand at a new height to re-recognize the world's excellent brands and catch up with them in the future.

"I wanna choose this way. I wanna do something which is more challenging. I think I have no regrets. You make a choice," Furrer noted.