The "CAAC Brand Going Global Handbook 1.0" focuses on Chinese brands going global, providing comprehensive guidance for enterprises and covering key content in multiple aspects:
1. General Knowledge Section
- Selection of Preferred Destinations for Going Global: Considering dimensions such as market research, target audience analysis, product selection strategy, policies and regulations, intellectual property, etc. Southeast Asia is popular due to labor and market advantages, while developed economies like Europe and the US are favored for their industrial base and convenient logistics. Each industry selects suitable regions based on its own characteristics.
- Building Brand Image and Marketing Communication for Going Global
- Cross-border E-commerce: Experiencing strong global growth, revolutionizing foreign trade models, helping brands expand markets, increase loyalty, and enhance competitiveness. Brands should select platforms, optimize operations, and refine marketing according to positioning and goals, making good use of content, precision, social media, O2O and other strategies to address common challenges such as competition, compliance, culture, logistics & after-sales, and data security.
- Social Media Marketing: Overseas mainstream platforms are diverse. Facebook is large in scale and precise in targeting, Instagram is visually strong and popular among young people, TikTok has superior algorithms and creativity attracting young users, YouTube is rich in content and strong in search, and LinkedIn focuses on the workplace. Enterprises need to accurately target audiences, optimize content, strengthen interaction, skillfully use advertising, and keep up with integration trends and innovation.
- Influencer Marketing: The overseas market scale is rising, MCN agencies are exploring going global, and brands/merchants expand influence through diversified influencer strategies and independent sites. Precisely targeting audiences, optimizing scripts and teams, multi-channel communication, and strong effect evaluation are needed to address cultural, content, and legal risks.
- Long-form Video Marketing: Popular globally, OTT platform ads have high recognition and are significantly advantageous for brands going global. Enterprises select content based on the market, seize holiday opportunities, subtly embed brands, expand variety show cooperation, customize programs, and integrate celebrities, media, members, and IP resources to enhance effects, using AI and VR/AR technology to innovate marketing.
- Short Drama Marketing: Short and powerful with rich themes, the overseas market is booming, providing a new path for brand communication. Brands can embed or customize short dramas, operate their own accounts, cooperate with actors, hold special live broadcasts, and use social media topics to increase awareness. Accurate targeting, optimized scripts, selection of actor teams, multi-channel marketing, strong effect evaluation, and risk management are required.
- AI Marketing: Becoming the core driving force of marketing, reshaping the landscape, improving efficiency and experience. Enterprises use massive data to gain market insights, precise targeting, innovative strategies, process optimization, and cost reduction and efficiency improvement, leveraging technology for creativity, strong interaction, improved efficiency, and security.
- Overseas Marketing Channel Management: Introduces various types of marketing channels, analyzes common problems faced by enterprises going global in channel adaptation, reliance on single channels, high costs, insufficient localization, overemphasis on digital channels, and fierce competition. Proposes strategies such as market research, multi-channel layout, cost-benefit analysis, local team building, offline expansion, and differentiated competition, highlighting new trends and broad prospects in overseas marketing channels.
- Overseas Supply Chain Management: Details the concept and elements of supply chain management and its role in going global, analyzes common challenges such as market access, flexibility, and transparency and coping strategies, introduces technical tools such as supply chain management software, shares successful cases like SHEIN, Best, Hema, and looks forward to industry trends such as technological integration and green sustainability and their implications for brands going global.
- Overseas Customer Service Management: Explains the definition of customer service and the challenges of going global, covering language, culture, regulations, multi-channel management, cost control, time zone challenges, etc. Provides team building strategies, including structure, collaboration, technical support, localization, experience management, training and development, incentive mechanisms, etc. Emphasizes the key role of localized services, cross-cultural communication, and customer service in brand globalization and legal/cultural requirements, and introduces management software and feedback analysis tools as well as domestic and international cases.
- Overseas Organization Building: Analyzes the strategic significance, culture, law, brand power, competition, and management/operation challenges of Chinese brands going global. Explains organizational construction goals, trends in structural reform, the significance and methods of cultural penetration and cross-cultural communication integration, compares differences between Chinese and foreign human resources markets, and proposes measures such as training and development, incentive mechanisms, risk management, execution and supervision evaluation, and reward and punishment mechanisms.
2. Regional Section
- Southeast Asia: Market overview covers national geography and population, religious and cultural diversity, rapid economic growth, mature e-commerce, changing consumption habits, Chinese enterprises leading industry patterns, and differences in brand recognition among countries. Market entry and operation strategies include consumer research, precise brand positioning, localized product pricing, selection of entry models and marketing channels, integrated marketing, optimization of supply chain and retail channels, emphasis on human resources and technological innovation, compliant financial management, and strengthening legal and social responsibility.
- North America: Market environment analysis covers wealth level, consumption capacity, marketing environment vitality from diverse populations and digital infrastructure, mature sales networks, innovative culture, and IP protection. Marketing strategies include omnichannel retail media networks, diverse media portfolios, brand service expansion, and application of emerging technologies. Market opportunities focus on AI, new energy, VR/AR, digital media industries, and challenges. Marketing recommendations revolve around enhancing product competitiveness, leveraging sports events and shopping seasons to boost sales, with case studies showing marketing service effects and TikTok event analysis.
- Middle East: Regional overview includes national geography and population, economic diversity, unique religious culture, and complex markets. Market overview covers geography and population, economic and consumption stratification, diverse market trends, cultural influence on all aspects of consumption, market research and competitor analysis, brand positioning and localization strategies. Channel selection and distribution involve online and offline channels and logistics supply chain management. Compliance and law cover regulatory compliance and intellectual property protection. Brand marketing includes cultural sensitivity, digital social media strategies, influencer cooperation, holiday advertising, public relations reputation, customer experience and loyalty, and participation in local events. Risks and challenges involve political and economic issues, regulatory compliance, cultural and religious factors, market segmentation, logistics infrastructure, and fierce competition.
- Russia: Regional characteristics include being surrounded by CIS countries and changes in industrial patterns due to the Russia-Ukraine conflict. Market overview covers population and urban distribution, geography and climate, economic and industrial structure relying on resources and heavy industry, and cultural customs, providing a comprehensive perspective and practical guidance for brands going global.
