This white paper is jointly released by the China Advertisers Association and iiMedia Research, mainly studying the development status of Chinese enterprises going global in 2024 - 2025, covering aspects such as current development, insights into typical overseas markets, and future development trends.
1. Research Methods: Market surveys, in-depth industry interviews, and desk research are adopted, utilizing iiMedia Research's big data computing system and related calculation models to screen and compare public information, and combining user survey data to obtain industry scale data.
2. Current Status and Trends of Chinese Enterprises Going Global: China's foreign trade import and export shows strong resilience, ocean shipping business volume is growing rapidly, and the business regions of enterprises going global are continuously expanding. However, enterprises face challenges in culture, talent, marketing, and compliance; the key to breaking through lies in brand operation, insight into consumer needs, and strengthening cooperation.
3. Insights into Typical Overseas Markets
- Mobile Games: The SLG category faces growth pressure, the Chinese gaming market is recovering, the global mobile gaming market size is increasing, and the proportion of overseas revenue from Chinese self-developed mobile games is large.
- Consumer Electronics: The global consumer electronics industry is developing steadily, the scale of China's electronic information manufacturing industry is growing, the smartphone market is approaching saturation, tablet demand is increasing, and the export value of phones and computers fluctuates.
- Audio-Video Social: The global user base for audio-video social needs is growing, downloads of Chinese overseas micro-short drama apps have surged, and the development prospects are broad.
- Cross-border E-commerce: China has a prominent competitive advantage in the global market, the scale of cross-border e-commerce exports increases year by year, and products of low, medium, and medium-high technology have a high share in global manufacturing.
- Automobiles: China's electric vehicle sales and penetration rate are relatively high, the export volume of complete vehicles is rising, exports to Russia have increased significantly, exports are mainly fuel vehicles, car companies are shifting to local manufacturing, and the export volume of auto parts is increasing.
4. Future Development Trends: Enterprises are shifting from "product going global" to "brand going global", operations are becoming increasingly compliant and refined; major brands' competitive advantages are highlighted, and market layouts are diversified; the feature of "digitalization of going global" is obvious, and new platforms and new markets are becoming incremental entry points for the industry.
