The Management College of Zhejiang University Executive Development Program Alumni fellowship Sharing Conference

First, let's talk about the reasons why enterprises choose to go global:

1.Domestic market saturation: In the original business fields, the domestic market competition is extremely fierce, growth has slowed down, and profits have become thinner. Going global allows access to the blue ocean market and the acquisition of new customer groups.

2. Diversify operational risks: Over-reliance on a single market (the domestic market) poses risks (such as policy changes and economic fluctuations). By expanding business operations to multiple countries and regions, one can "not put all one's eggs in one basket", thereby enhancing the enterprise's ability to withstand risks.

3. Building a global brand: Becoming an international brand can significantly enhance the brand image and pricing power. A successful global brand identity not only benefits the domestic market but also strengthens its trust and appeal among local consumers.

Secondly, the general path for enterprises to go global is:

1."Exporting products" means producing them domestically and then selling them abroad. This is the least risky and most flexible way to get started. a. Through cross-border e-commerce platforms: Open stores on platforms such as Amazon, eBay, AliExpress, Shopee, etc., to directly reach overseas consumers (B2C). b. Through B2B platforms: Search for overseas B-end customers (distributors, retailers) on platforms such as Alibaba International, Global Sources. c. Participate in international exhibitions: Attend events such as the Canton Fair, CES (International Consumer Electronics Show), etc., to directly contact overseas customers and obtain orders.

2. "Branding for International Expansion", once the product has been verified in the market, the enterprise hopes to conduct more in-depth market operations, establish more stable distribution channels and enhance its brand image. a. Establish an independent website: Build a brand's independent website (DTC model) using tools such as Shopify or Magento, accumulate private domain traffic, grasp user data, and establish brand image. b. Overseas warehouse model: Utilize platform overseas warehouses (such as FBA) or third-party overseas warehouses to significantly improve logistics efficiency and user experience. This is a crucial step for upgrading e-commerce overseas. c. Search for local agents/distributors: Collaborate with local powerful channel partners and leverage their existing sales networks and customer resources to quickly enter the market.

3. "Cultural Export" - Achieve "Cultural Promotion of Products", enhance brand value. When foreign consumers recognize your culture, they will naturally develop a favorable impression and trust towards your products. a. This cultural empowerment can significantly enhance the premium value of Chinese brands, transforming "Made in China" from a synonym for low prices to a "Chinese brand" with cultural connotations and quality symbolism. b. Cultural export can directly bring huge economic benefits and create new growth points. For instance, a movie that sells well overseas or a globally popular game can generate revenue far exceeding that from a single market. c. It can share Eastern philosophy, Chinese solutions and aesthetic concepts (such as "harmony without uniformity", "unity of heaven and man", and Chinese aesthetics) with the world, enriching the map of human civilization.