On September 28^th, the kickoff meeting of the 15th National College Student Market Survey and Analysis Competition of the Zhengda Cup (hereafter the Competition) was successfully held at CUEB. Leaders attending the meeting and delivering speeches included Jin Yongjin, President of the Commerce Statistical Society of China(CSSC), Director of the Organizing Committee of the National College Student Market Survey Competition and Professor at Renmin University of China； Fang Xiangzhong, Deputy Chairperson of the Steering Committee for Higher Education of the Ministry of Education and Professor at Peking University; Guo Jianhua, Deputy Party Secretary of the Party Committee and President of Beijing Technology and Business University (BTBU), Chen Yanbin, Director of the Chinese Association for Applied Statistics(CAAS), Vice President and Standing Committee member of CUEB; Chen Min, researcher of Academy of Mathematics and Systems Science(CAS), Chairman of the Chinese Association for Industrial Statistics Teaching; Deng Minghua, Deputy Secretary General of the Steering Committee for Higher Education of the Ministry of Education and Professor at Peking University.

Present at the meeting were Wang Honglong, Chairman of Chinese Association of Applied Statistics and Professor at National Taipei University; Cao Guohui, Professor at City University of Hongkong; Liu Chengkun, Director of Institute for Sustainable Development at Macau University Of Science And Technology; Zhang Weiguang, Dean of the Faculty of Finance of City University of Macau; Tian Yihui, Deputy Dean of Faulty of Business of City University of Macau; Zhao Weibing, Dean of FCTIT of Macau University of Tourism; Gan Tian, Vice President of Institute of Applied Science and Technology; Chen Zhizhi, Vice Dean of School of Statistics of Jilin University of Finance and Economics; and Lu Guangming, Professor of School of Statistics of Beijing Normal University; respectively representing the heads of the competition districts in Taiwan, Hong Kong and Macao, as well as the competition leaders of the 29 competition districts in the mainland . Other leaders attending the meeting included Li Weili, Senior Vice President of E-commerce Department of CP Group China, the sponsor of the competition; Liu Lifeng, Chairman of Ipsos (China), a senior partner; Dong Yaohui, chief expert and vice president of the China Great Wall Society and President of the Great Wall Branch of the China Tourism Association; and other leaders of cooperative enterprises of the Society, as well as representatives of the instructors of the participating schools.

The kick-off meeting was held online and offline, hosted by the well-known host Cai Mingna. A total of 105 leaders and guests were invited to attend the meeting offline. Meanwhile, the live broadcast attracted 101,000 viewers, with 22,000 engaging actively in the chat.

On behalf of CUEB, Chen Yanbin firstly extended a warm welcome to the guests in his speech and highlighted that CUEB features a sharp edge over Economics and Management. He remarked that CUEB took an active part in facilitating the construction of disciplines and majors, reforming the personnel training model, and highlighting the role of practice and competition. The graduate and undergraduate groups of the competition have provided an important platform for the university to promote teaching reform and test the effectiveness of applying what students have learned.

School of Statistics of CUEB benefited a lot from the market research competition. As one of high-caliber disciplines in Beijing and National characteristic majors, Statistics in CUEB has achieved remarkable results. The competition has provided an important platform to show the quality of personnel training and at the same time forged ahead practical teaching of the School of Statistics. Through the competition, students have improved their capabilities of innovation and practice, organization and planning, data processing and analysis, so does their social responsibility and teamwork. The competition demonstrated the dual value of nurturing personnel and educating students.

He said, CUEB will take the competition as an opportunity to deepen reform on education, improve students’ competences, promote deeper integration between university education and economic development, thus ushering in a new landscape of high-quality development in the new era.

At the beginning of the meeting, Jin Yongjin extended a warm welcome to online and offline guests as well as teachers and students present at the competition, and expressed heartful gratitude to the team led by Zhang Baoxue, Dean of the School of Statistics at CUEB for their contributions to this inauguration meeting. He emphasized that the Market Survey and Analysis Competition has been held for 14 times and covers 34 provincial-level administrative regions. It has attracted thousands of universities and over 1.1 million participants over the country, becoming one of the most popular events among students.

Jin Yongjin emphasized that the Competition proved to be the largest one in the past. The firstly-shown track for international students studying in China attracted students from 69 countries in six continents, pushing the competition towards global stage. In addition, the competition has more scientific and rigorous system and rules. It achieved all-rounded breakthrough and innovation by hosting activities including training meeting, training camp, school-enterprise exhibition and investigate practice.

Looking ahead, Jin expected that in the 15th Market Survey and Analysis Competition more real enterprise projects would be introduced to make the competition more practical. Meanwhile, the competition will strengthen cooperation with foreign universities to enhance its influence and competitiveness. He noted that the competition should make use of the platform provided by Commerce Statistical Society of China and the Market Survey and Analysis Competition to promote cooperation between universities and enterprises, bringing more opportunities for them and create more values for participants and cooperative enterprises.

Guo Jianhua, on behalf of BTBU and CAAS, expressed warm congratulations to the inauguration of the latest Market Survey and Analysis Competition. He introduced CAAS and BTBU, and emphasized the importance of statistics and data science in the digital age. He said that human beings and objects are generated and described in the digital form. Therefore, the challenge facing every researcher is to find out mechanisms behind the digitalization through data observation and description and make reasonable analysis. He proposed that teachers should inspire students to think and discuss at class, assign more homework after class and encourage them to participate in research projects as early as possible. At the same time, he encouraged students to actively participate in such competition to become dynamic forces in various areas and mainstays in social development.

Fang Xiangzhong, on behalf of China Teaching Guidance Committee for Public Statistics Majors, expressed congratulations to the Competition and extended thanks to all sectors of society for their concern and support for statistics education. He emphasized the importance of statistics in driving social development and serving the nation. Especially under the background of digital China, it is of top priority to cultivate high-quality statistics professionals. This Competition, as an important platform to improve students’ practical abilities and cultivate research professionals, is of great significance to promote disciplinary advancement, create new teaching modes and improve social recognition to statistics. The Guidance Committee for Public Statistics Majors will continue to support the Competition and encourage students to take active part in it. It is expected that all sectors of society could work together to cultivate excellent statistics professionals to make contribution to the national statistics and social development.

Chen Min, on behalf of Chinese Association for Industrial Statistics Teaching, expressed heartful congratulations. The competition, as an important platform for college students to improve their practical and innovative abilities, is of great significance to cultivate a new generation of professionals in statistics and data science and to apply statistics in market economy. In the age of big data and artificial intelligence, she urged students participating in the competition to combine new technology with traditional methods and bring forward creative solutions to take the lead in the new age. Chinese Association for Industrial Statistics Teaching will work with all sectors of society to strengthen exchanges and cooperation to make greater contribution to China’s economic and social development.

At the launch meeting, the unveiling ceremony for the university-enterprise cooperation was held. Participating guests, teachers and students witnessed the beginning of the collaboration among Ipsos, CUEB and BTBU. Led by the CSSC and based on the National College Student Market Survey and Analysis Competition, this cooperation is to deepen the integration between industry and education, establish solid relations between university and enterprise, achieving a close connection between teaching and research, as well as internships and training.

The Competition has gained significant attention and participation from numerous companies, advocating the principle of  “practical solutions to practical issues”. During the launch event, a naming ceremony for the Competition was held, where Jin Yongjin and Li Weili signed the sponsorship agreement.

Li Weili, on behalf of the sponsor, addressed the audience. He stressed that the Competition was not only an arena for young students, but more of an important platform to develop future entrepreneurs and business leaders. Charoen Pokphand Group (hereafter CP Group) has been working with the competition for seven years since it became the exclusive title sponsor of the Competition. During this period, working with CSSC, it created the high-quality and influential academic event, and nurtured personnel contributing to renowned companies and leading consulting firms.

As a centennial company founded in 1921, CP Group will continue to support the Competition. This year, they will provide over 18 market research topics in food sector, encouraging students to make an in-depth understanding of the industry dynamics and contribute to strategic decision-making for businesses. He hoped that all students would fully showcase their excellence and enhance their practical skills, positioning themselves as key players in the innovative development of various companies, including CP Group.

In his address, Liu Lifeng stated that as the senior partnership of the Competition, Ipsos (China) is committed to offering comprehensive support in areas such as corporate topics, professional training, judging, sponsorship, and internship opportunities.

He pointed that Chinese enterprises currently face three major challenges. Firstly, the rise of social media platforms is disrupting traditional business models, necessitating innovation to adapt to these changes. Secondly, in the context of globalization, companies must seek new market opportunities worldwide and gain deeper insights into consumer behavior across different cultural backgrounds to better meet market demands. Thirdly, AI is significantly impacting data analysis, concept generation, and business roles, bringing profound changes to the industry.

Considering these challenges, Liu encouraged more scholars and students to engage in industry research, and jointly address pressing industry issues. Through the Market Research Competition platform, Ipsos looks forward to innovating and exploring the industry frontier, and jointly promoting the development of the Chinese market.

Dong Yaohui, representing the partnership of the competition, stressed that the development of the Great Wall Cultural and Economic Belt and the Great Wall National Cultural Park is not only a critical highland of China’s cultural strategy, but also a national strategy to boost regional economic growth. These two projects are expected to promote the integration of the primary, secondary and tertiary industries, which is of great significance for the overall development of China.

He said it was an honor that the relevant topics were incorporated into the research of the competition. He expected college students to conduct in-depth investigations and analysis from an academic perspective through the competition, providing strong support for the development of the Great Wall Cultural and Economic Belt and the Great Wall National Cultural Park. He also hoped that young students could focus on the Great Wall culture and improve their understanding of the historical and cultural values of the Great Wall during their investigations. He believed that such activities would further enhance their love for the nation, and encourage these students to contribute to inheriting and carrying forward Chinese culture.

Representing the hosting units for each group in the finals of the 15th Competition, Ma Zezheng, Assistant to the President of Qingdao Hengxing University of Science and Technology; Liu Bo, Vice President of the School of Statistics at Zhejiang University of Finance and Economics; and Zhang Xiaobin, Director of the Postgraduate Department at Guizhou University, introduced their schools respectively. They expressed their honor and sense of responsibility in hosting the competition, and pledged to provide comprehensive support services to ensure the success of the competition. Additionally, they extended a warm invitation to contestants across the nation, encouraging them to actively prepare for the competition and showcase their talents in the finals.

Representatives Wang Honglong, Cao Guohui, Liu Chengkun, Zhang Weiguang, Tian Yihui, and Zhao Weibing delivered their congratulations online or via videos on behalf of universities from Taiwan, Hong Kong, and Macau.

Wang Honglong remarked that by observing enterprise operations and social dynamics, students will be able to closely integrate theory with practice, significantly improving their skills during the competition and paving the way for successful future employment. The cross-strait Competition has spanned 13 years, witnessing ongoing improvements in the standard of the competition and team performances. Incorporating research innovation projects into the scoring criteria will inspire contestants to think creatively and introduce fresh ideas into the methodologies used in market surveys and analysis. This event serves as a platform for students from both of the strait to engage, interact, and foster friendships. In addition, the competition is expected to offer more international exchange opportunities to expand its global influence.

In his speech, Cao Guohui emphasized that market survey and analysis not only helped enterprises understand market dynamics but also provided a scientific basis for modern disciplines. Commerce Statistical Society of China has long prioritized personnel cultivation in market analysis, and the competition aligns classroom statistics knowledge with real-world market conditions. This combination is valuable for participants to greatly enhance their analytical competences and innovative thinking.

The representatives from Macau stated that this year marks the 25th anniversary of Macau’s return to China, during which Macau’s society and economy have made great strides. Therefore, there is an urgent need for young students to conduct market research to gain a more direct and in-depth understanding of Macau’s socio-economic situation. They also pledged to actively promote the competition among universities in Macau and select outstanding teams to strive for excellent achievements. Additionally, they expressed the hope that through the competition, exchanges and cooperation between universities across the nation will be strengthened, sparking more innovative ideas and nurturing more personnel who will contribute to the socio-economic development of Macau and the nation.

Chen Zhizhi, representing the hosting organization from Mainland China, mentioned that the Competition is one of the most extensive and influential competitions. In a groundbreaking move this year, the competition has been officially recognized and included in the subject competition catalog of the Education Department of Jilin Province. As the organizer for the undergraduate division in Jilin, Jilin University of Finance and Economics is committed to maintaining fairness and impartiality, upholding high standards and quality to ensure a successful event to foster competition’s sustainable growth.

On behalf of the instructors, Lv Guangming emphasized that, recently, market economic entities ballooned and the competition among them intensified. Concurrently, the Third Plenary Session of the 20th CPC Central Committee has put forward the goal of establishing a high-standard socialist market economy. In this context, the Competition holds significant value. It serves as an excellent platform for training students in investigative and research skills, which are crucial for making informed micro-level decisions and supporting macroeconomic governance. Participants are required to understand the competition’s criteria, adopt an evidence-based mindset, design innovative surveys, choose sound analytical methods, and propose practical policy recommendations. Instructors are encouraged to guide students in all aspects. This process emphasizes the integration of theory and practice, and promotes interdisciplinary integration and university-enterprise cooperation. The competition not only showed students’ talents, but also equipped them with skills to solve practical problems, which was of great significance to promote cross-sector integration and cooperation between industry, academia and research. It was believed that teachers and students could achieve great benefits from this experience.

Liu Yaxuan, the team leader of the national champion team in the graduate group of the 14th Market Survey and Analysis Competition from Tianjin University of Finance and Economics, shared her experience and gains from the competition. Firstly, multi-professional teams were formed to clearly define their respective responsibilities and stimulate innovation. Secondly, in choosing the topic, they drew inspiration from the list of winners in previous years, made good use of the official public account, and referred to the suggestions of instructors. Thirdly, in terms of modelling methodology, they learned to focus on the economic or marketing interpretation of the model, without excessive pursuit of complex models. Fourthly, when writing the report, attention should be paid to the normalization of the format and structure, as well as the logic and rigor of the line. It was important to identify issues within the subject matter, attach due weight to the relation between these issues and the conclusions drawn and ensure that the visual presentation is clear and comprehensible. Fifthly, AI could be used to optimize the design and layout of the PowerPoint presentation. Participants could make a better performance with more confidence. Lastly, in preparation for the defense, it was essential to anticipate potential questions, get well-familiarized with the report, and keep track of the total time allotted.

In order to enliven the atmosphere of the meeting, a raffle was set up for this kick-off meeting. Wenjuan.com and YIYO International provided prizes for on-air interactions, and Kipling also provided prizes for the on-site activities.

At the kick-off meeting, the Organizing Committee of the competition played the promotional video, highlighting the event’s schedule, regulations, and entry criteria. Following this, a video documenting the launch ceremony of the competition relay was shown. All attenders shared the excitement and enthusiasm of the 54 organizers from 29 districts and witnessed the shocking opening of the 15th National College Student Market Survey and Analysis Competition.

Present at the event were Meng Shengwang, Secretary of the Party Committee of School of Statistics of Renmin University of China and vice-chairman of the National Statistical Society of China; Ji Hong, Secretary-general of Chinese Association for Industrial Statistics Teaching and the Professor of CUEB; Jiang Yi, Secretary-general of the organizing committee of the National College Student Market Survey and Analysis Competition and the chairman of the Commerce Statistical Society of China; Ma Zezheng, Assistant principal of the Hengxing University and the Secretary of CPC General Branch of the Business School; Liu Bo, Vice dean of the School of Data Sciences of Zhejiang University of Finance and Economics; Zhang Xiaobin, Minister of the Department Of Postgraduate Administration of Guizhou University and other leaders and representatives of the organizers, supporters and finals hosts.

Founded in 2010 by the Commerce Statistical Society of China, the competition is a specialized event tailored for university students from across the Taiwan Strait and from Hong Kong and Macao. Anchored in the era of big data, the Market Survey and Analysis Competition serves as the central focus, with academic exchanges, outcome transformation, and professional training integrated as part of its comprehensive service offering.

The competition, founded in 2010 by the Commerce Statistical Society of China, is a specialized event designed for university students from both sides of the Taiwan Strait and from Hong Kong and Macao. Based on the era of big data, the Competition serves as a central arena, integrating academic exchanges, outcome transformation and professional training. Recognized as a nationally outstanding competition initiative, it has consistently been listed among the top-tier competitions in the Subjects Competitions Catalogue of National Ordinary Colleges and Universities for six consecutive years. After 14 years of prosperous development, the competition has become a multi-party collaborative cultivation platform driven by academics, supported by the government, endorsed by enterprises, and highly engaged across the Taiwan Strait, as well as Hong Kong and Macao.