With the transformation of Chinese brands from "selling out" to "selling well", China's industry has gone through the most basic stage. At present, more and more Chinese enterprises are eager to "go global" in order to reject ineffective "involution". Some experts and scholars believe that under the "wild goose array theory" of industrial transfer, the "four little tigers" of Japan and Asia have taken over the baton one after another, and then it is Chinese mainland's turn.
According to the "2023 China Export Cross-border E-commerce***" released by Amazon Global Selling, the compound annual growth rate of sales of Chinese brand sellers is more than 50% higher than that of non-brand sellers. It can be seen that brand going overseas is becoming a new proposition of the times.
According to relevant estimates, there will be more than 2,200 Chinese overseas brands with total retail sales exceeding the US$10 million mark in 2022, of which 230 leading brands will exceed US$50 million.
Research from relevant parties has pointed out that there are many pain points that need to be solved urgently in the process of going overseas. Among them, one of the biggest common problems is channels, and the other is that brand marketing needs to be transformed. Although there is no shortage of overseas platforms that provide platforms and tools for the transformation and upgrading of Chinese brands, not all enterprises can afford it. This means that more domestic enterprises urgently need a wide-reaching, relevant and effective platform in the process of "going out" to help "going out" enterprises maximize their benefits in the most suitable area.
In view of this, the Asia Optoelectronics Expo, which will be held in Singapore in early March, is committed to building a comprehensive brand promotion and business negotiation platform for optoelectronics, bringing together the latest cutting-edge innovative technologies and emerging application markets in the Asian optoelectronic industry, and promoting in-depth exchanges and business cooperation between the upstream and downstream of the optoelectronic industry. The author believes that the Asia Optoelectronic Expo, as the first outbound exhibition of the China International Optoelectronic Expo (hereinafter referred to as the Optoelectronic Expo), which has been held for 24 sessions, will cover the entire optoelectronic industry chain from materials, devices, modules, equipment to solutions. This attempt not only helps optoelectronic enterprises to "go global", but also promotes the transformation and upgrading of the "brand" of the Optoelectronic Expo. This is also the embodiment of the development trend of China's local free exhibition brand "going global" and realizing the international layout.
It is undeniable that the "going out" of the Optoelectronics Expo depends on the "Made in China" and "going out" in the past few decades. Starting from OEM, "Made in China" has achieved rapid development from weak to strong, and Chinese brands have been transformed. At the same time, China's various industrial belts concentrate the high-quality elements of China's leading chain. From the perspective of scale, classification and infrastructure perfection, Chinese enterprises have the strength to "go global", and the strength accumulation and innovation ability of China's local manufacturing industry promote brands to go overseas. It is a matter of course, and it is imperative to go to sea.
Chinese enterprises are becoming more and more active and in-depth in participating in the international division of labor. Today, "Made in China" has become an important part of the world economy. The rapid development of China's economy and huge industrial manufacturing system have made "Made in China" one of the most recognized labels in the world. Whether it's clothing, gifts, or electronics, consumers can find the label "made in China".
Breaking the ineffective "involution", gradually realizing brand upgrading, and climbing to the upstream of the global value chain are becoming the new proposition of "Made in China". Whether it is the transformation from manufacturing products to services, or improving production efficiency, enterprises are seizing new opportunities to do a good job in brand building. This has led more enterprises to stand at a new starting point for foreign trade. In this way, the exhibition organizers "go global", while building a platform for more Chinese brands to "go global", it also provides new development opportunities for their own brand building.
The author is the executive general manager of Shenzhen Herong UBM Exhibition***).
*: China ** News Author: Yang Gengshuo.