This document is released by the E-commerce Research Institute of the Chinese Academy of International Trade and Economic Cooperation, Ministry of Commerce. It discusses various aspects of Chinese brands going global, covering development history, opportunities and challenges, methods of going global, practical cases, and policy recommendations.
1. Development History: The journey of Chinese brands going global has gone through four stages: the budding period (1978 - 1999), the exploration period (2000 - 2007), the growth period (2008 - 2019), and the innovation period (2020 to present). It has gradually shifted from "product export" to "global brand building".
2. Opportunities and Challenges: New opportunities include diversified marketing approaches, increased overseas online demand, and improved quality of domestic products. New challenges include cultural and custom differences, external policy adjustments, and insufficient brand capability, all of which affect the development of Chinese brands overseas.
3. New Methods and Channels for Global Branding: The ways for brands to go global have evolved from traditional product export and agency distribution to establishing overseas subsidiaries, utilizing cross-border e-commerce platforms, and social media. These new methods and channels are characterized by diversity and innovation, and enterprises need to choose suitable paths and marketing approaches according to their own situations.
4. New Practices and Insights for Chinese Brands Going Global: Traditional foreign trade brands, cross-border e-commerce brands, and traditional brand manufacturers are carrying out globalization practices through digital transformation, precise positioning, and localization strategies. Chinese brands going global should focus on localized operations, data-driven marketing, compliant management, and brand building.
5. Recommendations for High-Quality Development: To promote the high-quality development of Chinese brands going global, it is necessary to support the development of new marketing models, enhance brand awareness among overseas enterprises, improve new digital infrastructure, and increase fiscal and financial support.
