Chinese brands are making waves on the international stage, as evidenced by their prominent presence at this year’s CES tech show in Las Vegas. Without exception, Chinese companies once again dominated the spotlight.
Whether it’s the “Shenzhen legion” of enterprises or AI standouts like Unitree Robotics and AgiBot (also known as Zhiyuan Robotics), Chinese firms are shining brightly on the world stage.
Going global is no longer an elective for brands—it’s essential. Facing cutthroat competition in the domestic market, the vast global arena offers boundless opportunities.
Yet, the global market is fraught with challenges.
Navigating markets, policies, cultures, consumer habits, and payment systems that differ vastly from China—and even vary country by country—Chinese brands have endured rigorous trials, forging their own methodologies through hardship. “Made in China” no longer captures the essence of Chinese outbound efforts. Today, it’s more accurate to say “Born in China” or “Created by China.”
What changes are underway?
From “Value-for-Money Kings” to Social Currency
In 2023, MINISO opened its first global flagship store in New York’s Times Square, marking it as the first Chinese new consumer brand to establish a presence there. Once synonymous with the “ten-yuan store” image, overseas it’s shedding the label of cheap manufactured goods, emerging as a trend chased by international consumers.
Similarly emphasizing affordability, fast-fashion brand SHEIN has evolved from market-stall vibes to endorsements by international A-list celebrity Katy Perry, expanding into full-category sales and becoming a lifestyle in its own right.
Chinese consumer brands venturing abroad carry inherent supply chain and pricing advantages but have long been constrained by these, struggling to shake off stereotypes of low price and low quality. Shifting from mere product exports to brand exports, savvy Chinese companies have realized that to capture overseas wallets, they must first conquer social mindshare. Thus, they no longer just sell products or prices but package and promote a complete brand narrative.
Infusing products with strong social attributes and ample emotional value—or more precisely, bragging rights—has successfully transformed “Chinese” into “global,” even world-leading. Through a combo of overseas KOL influencers, entertainment marketing, ads, and UGC campaigns, brands like Pop Mart, DJI, and Insta360 are building moats via word-of-mouth reputation, striving to become fashionable must-haves in foreign minds.
Scenario-Based, Refined Operations: Truly Integrating into Cultural Narratives
Chinese brands’ outbound journey has progressed from a one-size-fits-all crude era to a refined phase demanding “one country, one strategy.” It’s no longer just about deploying products, logos, and channels but about one culture dialoguing and merging with another.
Globalization equals localization. This may be the hard-won lesson brands learned after bruising encounters in diverse markets. Cultural differences amplify across aspects like government policies, consumer habits, and info channels; a single misstep can spell success or failure in a local market.
This is especially evident in internet products and services going abroad, given their virtual, intangible nature makes them cultural carriers. TikTok, conquering global Gen Z, and miHoYo’s Genshin Impact, amassing hordes of international players, ascended to global IP status through country-by-country conquests, deep insights, cultivation, and meticulous work to carve a path.
Their triumphs stem from truly adapting, integrating, and becoming part of local cultures. For instance, Yalla Group—dubbed the “Middle East’s mini-Tencent”—developed the social app Yalla, simulating the Middle Eastern offline “Majlis” gathering tradition by bringing carpeted, fireside chats to mobile. It exploded upon launch. Precise need-capture and deep cultural rooting allow local users to overlook nationality, embracing with genuine acceptance and affection.
Strong insights never come from mere data reports or hearsay but from “diving in” to understand real life.
From “Channel Stocking” to “Ecosystem Operations”: Building a Full-Chain Growth System of “Finding the Right People—Speaking the Right Words—Doing the Right Things”
Another acknowledged key to going global is channels, determining if products sell and profit. But merely spreading channels is insufficient today.
Outbound brands face a leap from “transactional thinking” to “relational thinking,” from short-term gains to long-tail effects. Becoming friends with clients, channel partners, suppliers—even broader networks—amassing support from collaborators, employees, communities, and media to activate an entire ecosystem. In unfamiliar territories, these “relationships” are vitally important, aiding brands in executing long-term strategies.
Take veteran outbound player OPPO as an example. OPPO executives have shared one tactic: persistently empowering and investing locally, such as in Indonesia where over 95% of factory managers are locals. On a societal level, OPPO commits long-term to CSR in areas like environmental protection and digital inclusion.
This “rooting locally” ecosystem-building demands long-termist patience and determination to do right. Diligent cultivation eventually bears fruit.
In the second half of outbound efforts, competition shifts beyond price to brands’ “born global” value, insights, and mindset.
Amid the global market’s turbulent seas, Thefirms Info believes Chinese brands will set sail triumphantly. With our assistance, some Chinese brands have successfully localized abroad, unlocking international markets for their products and services.
Thefirms Info welcomes more Chinese enterprises to consult our services and seeks additional localization partners worldwide. Together, let’s provide professional digital content services for outstanding Greater China market companies!
The Original Article is: Chinese Brands Elevate Their Global Game: Entering the Next Phase of International Expansion
