The Chinese Enterprise: Secrets to Building a Global Brand

Recently, an increasing number of Chinese companies have gained more mindshare among overseas consumers and performed well in mobile, cross-border e-commerce, fintech, automotive, and other industries. However, cultural challenges remain.

Introduction

Challenges companies face in the market often stem from different cultural backgrounds. To address these challenges, many enterprises need to gain a comprehensive understanding of overseas markets, consumers, and trends.

Especially, enterprises in the early stages of globalization are likely to find overseas markets are not familiar with their products. To succeed, localized brands will need to establish their brand in the global marketplace. What can an enterprise do to build a global brand strategy to achieve its strategically global development?

In view of this subject, GLG invited Xu Linfeng, a senior marketing expert in the consumer electronics industry, to share the global brand marketing capabilities that Chinese brands should take when attempting to globalize their business. This article, translated from a Chinese GLG teleconference, has been edited for length and clarity.