While stabilizing orders and expanding markets in overseas markets, the pace of globalization of Chinese enterprises is also accelerating。Recently released "Chinese brand Global communication power Research Report (2023)" from the overall trend of brand global communication, industry characteristics, ranking level characteristics and other aspects of analysis。The report shows that the globalization process of Chinese brands is extremely diverse, and presents a three-dimensional blueprint and sustainable prospects for new technologies and new consumer brands。
The reporter learned in the interview that technology, standards, brands, services, etc. have become the core competitiveness of enterprises going to sea。From the product to the brand to the sea, the exploration of globalization of Chinese enterprises highlights the new power of brands from made in China to created in China。
Win the market with technology and products
The report pointed out that private enterprises have become an important force in the global dissemination of Chinese brands。Among them, in the global communication of Chinese brands, electronic information technology brands, intelligent device platforms, etc. have gained more and more consumers' attention with their high-quality products and services。
Taking the laser display industry as an example, at present, China has become a global technology leader in laser light source design, optical module, complete machine design and other key technologies, and has formed an industry leading advantage。In April this year, Hisense independently developed the world's first mass-produced 8K laser TV to lead the laser TV into the 100-inch 8K era。
In the industrial chain, it is adhere to high-end development, so that Hisense LCD TV and laser TV sales performance in overseas markets is very bright。In 2022, Hisense TV shipments jumped from the world's fourth to the world's second, which is the highest ranking of Chinese color TV brands。Hisense has also sponsored two consecutive World Cups and European Championships, demonstrating the growing power of Chinese companies。
"Diversified layout, adhering to technological innovation and attaching importance to brand equity construction have become the three main reasons for Hisense Video to achieve contra growth under the epidemic.。Li Wei, president of Hisense Video Technology Co., LTD., told reporters。
Industry insiders admit that the early sea of manufacturing enterprises, are the first marketing personnel, the headquarters parachuted a team of "paratroopers", talk about contracts, take orders, develop marketing plans, is connected with the local market。But to the brand promotion stage, the product should be like a nail thrown by the headquarters, firmly nailed into the hearts of local consumers。
Wang Haiyan, general manager of the pre-research technology Department of Hisense Home Appliance Group, said that if it was not for the exchange with the Japanese R & D center, she would not know that the Japanese have the demand for frozen hot rice, "We can develop a product that makes Japanese local users love every day sitting in the country, it is almost impossible."。
The above industry insiders believe that only by stepping down to understand the product, including the feedback of customers, consumers, partners, and authoritative evaluators, and capturing market dynamics and consumer demand for the first time, can the person in charge of overseas companies occupy a place in the global layout。
Deeply cultivate the market with global localization
The other side of globalization is "localization"。In the process of globalization, many Chinese enterprises have built an independent and controllable global industrial chain and supply chain to locally cope with various uncertainties in the global economy。
The global layout began in 2007，The first overseas production base will be established in Vietnam by 2019，In recent years，Yadi Technology Group Co., Ltd. is deeply engaged in overseas markets，In the global layout of 7 production bases and global industrial chain supply chain，Start from the source of industry，Create a localization model for enterprises going to sea，Establish a local network covering R&D, production, marketing, brand and service，Achieve sustained growth in overseas markets。
The relevant person in charge of Yadi told reporters that the contravening growth of international business in 2022 and the market feedback received from participating in the 133rd Canton Fair offline exhibition have strengthened Yadi's confidence in the global layout。"Our straddle electric vehicles, high-speed scooters, new scooters and other innovative technology products have attracted customers and agents in South America, Southeast Asia, the Middle East and Africa to establish contact with the company。This year, the company plans to vigorously expand global sales channels and achieve the goal of doubling the overseas exports of all categories。”
In the view of Star Map Financial Research Institute senior researcher Fu Yifu，The global exploration of Chinese enterprises highlights the new power of brands from made in China to created in China，It will help enhance the competitiveness of Chinese industries and enterprises in the global industrial chain and value chain，It is also the key to China's commitment to opening-up and high-quality economic development。
(Source: International Business Daily)