The "2024 China Overseas Enterprise Brand Strategy Report" is released by EqualOcean, providing an in-depth exploration of issues related to brand building for Chinese enterprises going global. It covers the importance of brand building, current status, theoretical development, world-class brand standards, market analysis, case studies, and strategic recommendations.
1. Importance and Current Status of Brand Building: Against the backdrop of global inflation, the trend of Chinese enterprises going overseas is strengthening, but the international recognition of Chinese brands still lags behind European and American brands. Enterprises should not only focus on short-term interests but also attach importance to brand building, as a strong brand can enhance premium capability and risk resistance.
2. Brand Theory Development: Brand research has gone through stages of emergence, initiation, maturity, reflection, and further advancement, evolving from simple identification symbols to complex multi-dimensional concepts, in line with the trend of global economic globalization.
3. World-Class Brand Standards and Market Analysis: World-class brands must meet key indicators such as business coverage, proportion of overseas revenue, brand awareness, and local operational capability. The maturity of world markets is categorized into high, medium-high, medium, and low maturity markets, each with its own characteristics. The report also introduces brand concentration in different industries and the global geographical distribution pattern of Chinese brands.
4. Case Studies of Chinese Brands Going Global: DJI fills market gaps through technological innovation, expands product categories, and upgrades its brand using media resources; ANTA builds a multi-brand matrix and achieves global layout through strategic acquisitions; OrionStar leverages AI technology advantages and implementation in consumer service scenarios to promote brand globalization.
5. Brand Globalization Strategies and Trends: Brand globalization requires a focus on localization, covering aspects such as brand culture, products, talent, and supply chain. At the same time, omni-channel marketing, data-driven marketing, and agile marketing strategies should be adopted. The report also summarizes six models of the T-shaped overseas strategy and the "Ten Steps," and points out trends such as M-shaped consumption, media evolution, and the emergence of "dopamine" brands, all of which impact brand building.
