General

In recent years, Chinese enterprises have accelerated their overseas travel, and a number of brands focusing on overseas markets have emerged in various fields. They are not famous in China, but there are many loyal consumers overseas, and some have even become the forefront of the industry. What are the Chinese brands focusing on overseas? How did they stand out? Easy foreign trade to find Huacheng foreign trade software!

International market provides more space

Turn on Boomplay, play music and dance to the beat. This is a way for Xiu Wansi, a 28 year old Ghanaian boy, to relax after work. Boomplay is a music streaming APP, which mainly provides African users with the playing and downloading of global authentic music and videos. "I use it every day. It has a comprehensive music library, covering all my favorite African singers. The recommended songs also meet my taste." Xiu Wansi said.

The popular music APP on the African continent is absolutely "made in China" and is operated by China Chuanyi Music Technology (Shenzhen) Co., Ltd. "When Boomplay was just launched in 2016, the installation volume in three months reached 100000, which is the data of competitors for two years." He Xiaoqiu, CEO of Boomplay, said.

Median Holdings also has a high reputation in Africa. This brand, which is not well known by Chinese consumers, is truly the "king of mobile phones in Africa". In 2021, Africa's shipment of voice smart phones will rank first, and its share in the global mobile phone market will also reach 12.4%, ranking third.

Across the Atlantic, down jackets from Jiaxing, Zhejiang, are popular in the United States. Orolay down jacket has been popular on the Amazon platform for many years. Its 092 series down jacket is popular in the United States. It has received more than 20000 after-sales reviews on Amazon's website, most of which are highly praised by five stars. Famous American movie stars and Internet celebrities were photographed wearing down jackets of Ourong Lai. The New York magazine published an article entitled "Unlikely Story: This down jacket sold for $140 on Amazon took down the Upper East Side", saying that this down jacket "is loved by fashionable women in the Upper East Side of New York".

SHEIN, founded only 10 years ago, is another Chinese clothing brand popular in Europe and America. With the advantages of high cost performance, fast updating speed, and wide variety of clothing, Xiyin has quickly won the favor of young groups in Europe, the United States, Australia and other countries and regions. The BBC said that Xiyin has more than 250 million fans online. Last May, Xiyin's self-developed app replaced Amazon and topped the list of American shopping apps. Last June, according to Zhongtai Securities Research News, Xiyin Shopping Website was the world's most popular clothing website that month, with 150 million visits, far ahead of Zara, Nike and other established clothing brand websites. Some British media commented that Xi Yin "caused a sensation in the fashion industry".

The innovation of Anke, which focuses on digital product accessories such as chargers, data cables, Bluetooth headsets and small electronic products, also stands out on overseas tracks. This Chinese enterprise, which sells more than 90% of its products overseas, has more than 100 million users in more than 100 countries and regions. According to the research of Euromonitor Information Consulting (Shanghai) Co., Ltd., from the perspective of retail sales, Anke is currently the "No. 1 digital charging brand in the world".

"In China, electronics, electrical appliances, textiles and other fields are in a state of fierce competition." Xie Yi, a professor in the Department of Marketing at the School of International Business of the University of International Business and Economics, said, "The international market provides a broader space and stage for Chinese brands."

Deeply understand the needs of consumers in different regions

New York is the fashion capital of the world, gathering all the mainstream fashion brands in the world. Why can Chinese down jackets become popular in New York?

"At the beginning of the establishment of the enterprise, the North American down jacket market was mainly divided into several categories: top luxury brands priced at about 1000 to 2000 dollars, light luxury brands priced at 600 to 1000 dollars, and first-line outdoor sports brands priced at 350 to 600 dollars. The prices were very high, and there were few down jackets suitable for daily wear by urban women." Qiu Jiawei, founder of Ourong Lai, said. After in-depth research, Ourong Lai positioned its products as "down jackets shuttling in cities", targeting female white-collar workers and young mothers in metropolises, giving consideration to fashion and comfort, with a high cost performance ratio. "The price is $100 to $150, and the quality is guaranteed." Qiu Jiawei said.

Find the right market segment, and the style design should not be outdated. In order to find out the preference of the target group, Qiu Jiawei took his team to New York for many times, found a cafe in Manhattan, ordered a cup of coffee, and recorded the brand, color and pattern of down jackets worn by passers-by through the window. "After the outbreak of New Crown Pneumonia, we set up a professional data analysis team to keep an eye on the social media and official websites of more than 30 down jacket brands around the world, and analyze their products and evaluations." Qiu Jiawei said.

The design inspiration of the explosive 092 series down jacket comes from the observation of daily life. Qiu Jiawei said that at the beginning of entrepreneurship, his wife was pregnant, and the down jackets on the market were either too thin or too bloated to fit. Therefore, the team decided to improve the design of down jackets. The side can be opened, and the abdomen and chest can be adjusted according to the size of consumers. This design has been recognized by consumers. "It is warm and fashionable, with adjustable tightness. It is my favorite winter coat among more than 20." An American consumer commented on Amazon. com.

"An important reason for the success of Chinese brands overseas is that the brand side has a deep understanding of the unique needs of consumers in different regions and has achieved localization in specific marketing strategies, products, prices, etc." Xie Yi said, "This comes from the detailed understanding and in-depth analysis of the economic characteristics, cultural differences, consumption preferences and other factors of the target market."

African countries have many differences in culture, language, religion and race. At the beginning of its establishment, Median Holdings established a department dedicated to market research and user insight, and sent special personnel to visit all parts of Africa, not only to visit core cities, but also to sink into towns and villages to better understand the products and services needed by local consumers.

In the era of functional phones, Median Holdings launched the first mobile phone, the TECNO T780 with dual cards and dual standby, in response to the pain points of African users' large telephone card usage and high cross network charges, which was a great success in Nigeria. Subsequently, Median Holdings also launched a series of distinctive mobile phones, such as four cards, four standby and extra long standby, which further opened the African market.

When mobile phones enter the "smart" era, taking photos has become an important function and selling point. At that time, cameras and algorithms of other brands of mobile phones in the African market were not developed for local users. When the light was dark, the faces of dark skinned people in the photos were not very clear. To this end, Voice has built an AI dark skin image technology research and development platform from the three directions of data, algorithm and computing power to bring better image experience to local users. "The first impression of people around me on voice phones is that they look good when taking pictures." Xiu Wansi said.

Establish brand image on the basis of product strength

"Chinese enterprises can deeply participate in international competition without domestic advantages in supply chain, e-commerce and other aspects." Xie Yi said, "For example, China is competitive in the textile industry, mobile phone manufacturing and other fields, and Chinese brands in these industries have competitive advantages at the basic level."

At the initial stage, Ourong Lai relies on Pinghu down jacket production base in Jiaxing, Zhejiang, and has sufficient supporting enterprises and practitioners in garment design, hardware manufacturing, down jacket production and other links. "This gives us comparative advantages in terms of product production cost, delivery speed, and turnover speed. With low inventory risk, we can quickly respond to new market demands." Qiu Jiawei said.

In February 2021, the factory invested by Ourong Lai in Jining City, Shandong Province, will be officially put into operation. The planned production standard of the factory is 10 sewing production lines, with more than 600 employees, and an annual output value of more than 60 million yuan.

With the expansion of business scale, Qiu Jiawei realized that the mode of delivering goods from home to overseas consumers was not conducive to the further development of the enterprise, and began to build his overseas warehouses in New Jersey, Hamburg, Germany, Yorkshire, England and other places. "Now, we first wholesale the goods to overseas warehouses, and then distribute them from overseas warehouses, greatly reducing the time required for consumers to receive, return and exchange goods, and improving the shopping experience." Qiu Jiawei said.

The success of Spreadtrum is also based on a complete domestic supply chain. The person in charge of Voice said that in the early days, in order to adapt to the diversified demand of consumers in different countries for products, Voice relied on the advantages of domestic diversified supply chain, adopted a flexible production and supply mode of "small batch, multi batch", and flexibly responded to changes in the international trade market environment.

The mobile phone brands under the company have cultivated a fixed consumer group in Africa, and the brand effect is gradually released. In the Top 100 list of "The Most Favorite Brands for African Consumers in 2021" released by Africa Business magazine, the three mobile phone brands TECNO, itel and Infinix under Median ranked sixth, 21st and 25th respectively. "In Ghana, almost all my friends use TECNO mobile phones. After their recommendation, my first mobile phone is also TECNO." Xiu Wansi said.

Ourong Lai also has a group of loyal fans overseas. In 2018, Ou Rong Lai's American fans organized a charity donation meeting with the theme of "Wearing Ou Rong Lai's down jacket and donating surplus clothes to charity". "A down jacket produces great energy." NBC reported.

"This shows that Chinese brands not only focus on cost performance, but also establish a brand image based on product strength, which successfully makes overseas consumers have positive associations with the brand." Xie Yi said.

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