Starting from the nine capabilities, exploring the secrets of Chinese brands going global

As globalization becomes increasingly prevalent, Chinese brands going global has become the choice of more and more companies. Recently, the "2023 Domestic Brands Going Global Development Report" jointly released by Google and IPSOS proposed a "nine capabilities" framework that overseas brands need to have, providing an important reference for Chinese brands going global. This article will combine these nine capabilities and focus on the impact of brand capabilities and sales and marketing capabilities on Chinese brands going global.

1. Brand Capability

Brand power refers to the brand's popularity and reputation in overseas markets, as well as the brand's influence and appeal among the target audience. For Chinese brands to successfully go overseas, they first need to establish a strong brand image in the target market. Here are some suggestions:

Accurate brand positioning: In overseas markets, Chinese brands need to clarify their positioning and target audience in order to better formulate brand strategies and communication methods. For example, if the target audience is young people, the brand positioning should be more fashionable, youthful and energetic.

High-quality brand image: Chinese brands need to establish a positive brand image in overseas markets to increase consumers' recognition and trust in the brand. This requires Chinese companies to focus on product quality and service quality, as well as brand image and style.

Continuous brand communication: Continuously spread the brand image and value through advertising, public relations, content marketing and other means to improve brand awareness and reputation. For example, publish interesting and valuable content on social media to increase brand exposure and interactivity.

2. Sales and Marketing Capabilities

Sales and marketing capabilities refer to the ability to sell products and services to the target audience. Chinese brands need to have excellent sales and marketing capabilities to successfully expand overseas. Here are some suggestions:

Effective sales channels: In overseas markets, Chinese brands need to establish effective sales channels and networks to better sell products and services to target audiences. For example, they can sell products through e-commerce platforms, physical stores, wholesalers and other channels to expand sales channels and coverage.

Precise marketing strategies: Chinese brands need to develop precise marketing strategies and communication methods to increase product awareness and attract target audiences. For example, discounts, gifts and other promotional methods can be used to attract consumers to buy products. At the same time, using online platforms such as social media for marketing promotion is also an effective way.

Good customer service: Chinese brands need to provide good customer service to improve consumer satisfaction and loyalty. For example, by providing fast, accurate and friendly customer service, solving consumers' problems and difficulties, and increasing consumer trust and support. Good customer service can not only improve consumer satisfaction and loyalty, but also help companies build a good reputation and brand image.

3. Sales and Marketing Capabilities

Sales and marketing capabilities refer to the ability to sell products and services to the target audience. For Chinese brands to successfully go global, they need to have excellent sales and marketing capabilities. This requires the following:

Effective sales channels: In overseas markets, Chinese brands need to establish effective sales channels and networks to better sell products and services to target audiences.

Precise marketing strategies: Chinese brands need to develop precise marketing strategies and communication methods to increase product awareness and attract target audiences.

Good customer service: Chinese brands need to provide good customer service to improve customer satisfaction and loyalty.

IV. Service Capabilities

Service capability refers to the ability to provide consumers with high-quality services, including after-sales service, customer support, complaint handling, etc. For Chinese brands to successfully go global, they need to have excellent service capabilities. This requires the following:

Provide high-quality after-sales service: Chinese brands need to provide consumers with timely and effective after-sales service to solve the problems and difficulties encountered by consumers.

Provide efficient customer support: Chinese brands need to establish efficient customer support teams to provide consumers with fast and accurate consultation and services.

Handle complaints and feedback promptly: Chinese brands need to handle consumer complaints and feedback promptly to avoid escalating problems and maintain brand image.

5. Operational Capabilities

Operational capability refers to the ability of an enterprise to operate and manage, including cost control, quality management, supply chain management, etc. For Chinese brands to successfully go global, they need to have excellent operational capabilities. This requires the following:

Strict cost control: Chinese brands need to establish a strict cost control system to reduce costs and increase profit margins.

Rigorous quality management: Chinese brands need to establish a rigorous quality management system to ensure the quality and stability of their products.

Efficient supply chain management: Chinese brands need to establish an efficient supply chain management system to optimize inventory management, reduce logistics costs and ensure stable supply.

6. Data and analytical capabilities

Data and analysis capabilities refer to the ability to collect, analyze and utilize market data, user data, sales data, etc. For Chinese brands to successfully go global, they need to have excellent data and analysis capabilities. This requires the following:

Data collection and analysis: Chinese brands need to collect and analyze market data, user data, sales data, etc. to understand market demand and trends and guide product development and marketing strategy formulation.

Data-driven decision making: Chinese brands need to make data-driven decisions and strategies to improve product competitiveness and sales performance.

Data security and privacy protection: Chinese brands need to ensure data security and privacy protection to avoid data leaks and risks.

7. Financial Capability

Financial capability refers to the ability of an enterprise to manage its finances and operate its funds, including investment decisions, cost control, tax planning, etc. For Chinese brands to successfully go global, they need to have excellent financial capabilities. This requires the following:

Reasonable investment decisions: Chinese brands need to make reasonable investment decisions to support overseas market expansion and business growth.

Fine cost control: Chinese brands need to finely control costs to improve profit margins and remain competitive.

Effective tax planning: Chinese brands need to plan their taxes properly to reduce tax costs and improve profitability.

8. Logistics Capabilities

Logistics capability refers to the ability of an enterprise to plan and manage logistics, including warehousing management, transportation management, supply chain coordination, etc. For Chinese brands to successfully go global, they need to have excellent logistics capabilities. This requires the following:

Efficient warehouse management: Chinese brands need to establish an efficient warehouse management system to ensure efficient storage and management of products.

Stable transportation management: Chinese brands need to choose reliable transportation channels and partners to ensure timely delivery of products and stability of transportation.

Supply chain collaboration: Chinese brands need to achieve supply chain collaboration and integration to improve supply chain responsiveness and flexibility.

IX. Personnel and Organizational Capabilities

Human resources and organizational capabilities refer to the ability of an enterprise to manage and build its personnel, including team building, training and development, performance management, etc. For Chinese brands to successfully go global, they need to have excellent human resources and organizational capabilities. This requires the following:

Efficient team building: Chinese brands need to establish an efficient team management system, including recruitment, training, assessment, etc., to improve the team's execution and innovation capabilities.

Continuous training and development: Chinese brands need to provide employees with continuous training and development opportunities to improve the quality and ability of employees and promote the common development of individuals and enterprises.

Scientific performance management: Chinese brands need to establish a scientific performance management system to motivate employees to actively participate in their work and improve work efficiency.

In summary, starting from the nine capabilities, Chinese brands need to improve and optimize in many aspects in order to successfully go overseas. By clarifying brand positioning, innovating products and services, establishing effective sales channels and marketing strategies, providing high-quality after-sales services, strengthening operational management, using data for decision-making, optimizing financial planning, integrating logistics systems, and strengthening personnel management and organizational construction, Chinese brands can enhance their overall competitiveness and achieve greater success and development in overseas markets.

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