From manufacturing to creation, how Chinese brands can go overseas？

Source：Overseadia

With the proposal of the "14th Five-Year Plan", under the new development pattern of "dual cycles", the development and layout of overseas markets has become the choice for many companies to find the second growth line, cope with stagnation, and accelerate the breakout.

More and more "Made in China" products are going overseas. What is even more gratifying is that there are more and more self-created brands, including many well-known domestic fashion brands.

In the field of beauty makeup, Huaxizi overseas independent station has opened services in 46 countries and regions.

In the field of fashion games, on June 20, Bubble Mart officially announced the official opening of the first Korean flagship store.

In the field of tea drinking, Michelle Ice City, which has been overseas for 4 years, has opened 1,000 offline stores.

In the field of manufacturing, the Chinese machinery giant Sany Group has established overseas "lighthouse factories" to export China's mechanical wisdom to the world.

Under the tide of going overseas, native Chinese brands are actively promoting "Made in China" to the world. Kantar Worldpanel's Top 100 Most Valuable Global Brands 2022 has been announced, and as many as 14 Chinese brands are on the list. Even the B-end manufacturing industry has demonstrated strong Chinese brand power. In the top 10 list of the "Top 50 Global Construction Machinery Manufacturers" list in 2022, China firmly occupies 3 seats.

Some people say that branding overseas is only a successful case of large enterprises, and it is difficult for small and medium-sized enterprises to replicate, but this is not the case.

Real data shows that in 2021, the proportion of foreign trade companies with independent brands has exceeded half, and in the past four years, the number of Chinese sellers who have completed brand registration on a well-known cross-border e-commerce platform has increased by as much as 40 times.

Why is building a brand increasingly becoming a must for companies going overseas?

Intense competition overseas, stronger brand resilience

In the past ten years, Chinese companies have sold a large number of "Made in China" products to all over the world through OEM and other methods. China has also quickly occupied overseas markets by virtue of extremely low labor, land rent and raw material costs, and promoted China's export trade. The continuous increase in scale has also created the "golden age" of China's foreign trade industry to a certain extent.

However, the current foreign trade business has already passed the stage of extensive and brutal growth. With the rapid development of e-commerce platforms, there are more and more entrants. Simple processing and distribution of goods cannot affect the minds of consumers, and it is easy to fall into low-end price wars, and the substitution is extremely strong. It is difficult to compete in the fierce competition. Stand your ground.

However, thanks to user loyalty, those brands with higher awareness and value have shown stronger resilience in the storm. They continue to improve product strength, integrate user value, activate social word-of-mouth, and achieve win-win and co-creation with user value in a multi-party mutual trust consumption ecology, thereby promoting the improvement and manifestation of brand value. The power of brand value is huge, it can continuously bring immeasurable long-tail traffic, and can drive the sustainable development of enterprises from the outside.

As the only country in the world that has all industrial categories, China's supply chain is already proficient in key indicators such as maturity and agility, from production to manufacturing. It can be said that China's manufacturing industry already has enough internal strength to tell a longer-term brand story. This is why more and more overseas companies are gradually transforming from exporting products to exporting brands, and at the same time promoting "Made in China" to "Created in China".

From scratch, tell consumers the brand story

There are currently two main paths for brands to go overseas.

The first is born global, which refers to considering the foreign market as the main battlefield from the beginning of the brand's establishment. The second path is mainly to globalize brands with a certain amount of accumulation in the country from the inside out. This is also the most important path for Chinese brands to go overseas. This includes not only the national brands such as Sany Heavy Industry mentioned at the beginning of the article, but also many small and medium-sized enterprises that have matured or are still in the exploratory period.

Brand going overseas, for most companies, means abandoning the marketing logic of products going overseas in the past, and re-establishing a direct dialogue with overseas consumers with an independent and complete image. As a result, "localization" has become a compulsory course for brands going overseas. Those Chinese brands that are successful overseas all have made in-depth insight and integration with local consumption habits and aesthetic habits, and then achieved rapid mental occupation and brand expansion through marketing methods more acceptable to consumers.

Mature large enterprises have sufficient market research funds and abundant overseas marketing talents. However, for small and medium-sized enterprises, these are almost high-quality resources that are difficult to obtain in a short period of time. However, with the gradual penetration of new-generation information technologies such as artificial intelligence and big data in enterprises going overseas, the support of technology has provided unprecedented convenience for enterprises to expand their territories, and has also reduced the pressure of small and medium-sized enterprises to build brands to a certain extent. threshold.

So, when the overseas market enters the era of intelligence in 2022, how should the brand stories of small and medium-sized enterprises be told?

"Data + Marketing Automation", Gohaiyi Accelerates Brand Going Overseas

There is no doubt that overseas business has entered the stage of refined operation.

Over the past few years, the development of cross-border e-commerce platforms has won the favor of many overseas companies with a low-threshold entry method. But gradually, people found that the operating costs of merchants on the platform have been rising year after year. The data shows that the monetization rate of mainstream cross-border e-commerce platforms (referring to the revenue obtained by the platform under unit sales) is on the rise, and the public domain traffic dividend of the platform has faded.

And although overall, my country's machinery manufacturing industry has gradually developed to a high level in the world in terms of technology research and development, manufacturing and management, but for overseas markets where competition is fierce and information is asymmetric, Chinese industrial companies still have many brands to go overseas. Dilemmas need to be overcome.

In the era of brand going overseas, with a higher degree of freedom and private domain, an independent website that allows brands to face consumers directly has become a must for many companies. The fine operation of the independent station, the acquisition and conversion of traffic, the feedback of the effect, the iteration of the marketing method... These are complicated and large-scale projects for enterprises with small teams, but the empowerment of technology enables the small team Refined operations become possible.

Based on years of technology accumulation, Baidu has built a one-stop digital intelligence foreign trade workbench "Going to Sea" for enterprises. With "data + marketing automation" as the core growth engine, it provides services for more Chinese companies going overseas for business growth and brand promotion. Professional solutions to help it achieve breakthroughs in brand development.

At the same time, Gohaiyi has built-in a variety of marketing independent station templates, and enterprises can quickly establish their own "brand facade" and directly communicate with overseas consumers.

Going to the sea uses Baidu's world-leading data mining and algorithm capabilities to integrate global public corporate data, customs data, search data, etc., to help companies gain insight into overseas markets and capture market trends.

Relying on Baidu's more than 20 years of Internet advertising experience in China, Gohaiyi provides advertising services covering the world for enterprises. Cooperating with the machine intelligence learning model, it helps enterprises accurately place advertisements, incubate their own brands, accumulate high-quality leads, and solve brand promotion problems.

After the clues are deposited, through the marketing automation tool of "hierarchical management + email contact + data feedback", Gohaiyi can help enterprises to carry out differentiated and directional cultivation for different types of potential customers and help more conversions.

The breakthrough and development of technology should not only be the dividends enjoyed by leading enterprises. Gohaiyi hopes to cover more enterprises with technology, and accelerate the pace of internationalization of Chinese brands by helping Chinese enterprises to achieve successful overseas operations. "Manufacturing" to provide assistance for the survival and development of many overseas enterprises.

In the post-epidemic era, the road for brands to go overseas is long and difficult, but the journey is coming.

From "Made in China" to "Created in China", Chuhaiyi has prepared a large ship for long voyages, and looks forward to co-creating with more companies, so that the world can see the story of Chinese brands and feel the beauty and power of the ancient East.