From manufacturing to innovation: How do Chinese brands conquer the world?
The Rollier vessel
High-tech gadgets that seduce global consumers to new energy vehicles (VE) who are massively exported, including robots to assault the high-end European market, everything testifies to a rise in Chinese manufacturing. No more advantage based on the value for money, now for the key technologies developed independently, the merger between culture and innovation, and the construction of world renowned brands. This winning combination explains the growing craze that Chinese companies of the new generation on the international scene arouse.
Chinese intelligent manufacturing redefines global perception
The current international expansion of Chinese companies has nothing to do with the waves of past exports. An article by Bloomberg, entitled
According to Chinese customs statistics, goods exports have displayed stable growth over the first five months of the year, with two -digit progression for high -added products such as integrated circuits and cars. Over the same period, services exports increased by 15.1 %.
On July 14, 2024, during the Olympic Flame reception ceremony in Paris, which coincided with French national holiday, 1,100 Chinese drones illuminated the sky of the Seine, forming the five Olympic rings. This performance, signed Highgreat, illustrates the technological integration and advanced capacity for Chinese companies.
The competitiveness of Chinese companies draws its strength both from their investments supported in R&D and from their active commitment to green and sustainable principles. Liu Tao, Managing Director of Hisense France, presents the advantages of the laser television that his company promotes on the European market: not only 92 % of its components are recyclable, but its energy consumption represents only one third of that of an equivalent LCD television.
According to Chinese customs, in 2024, local brands represented 21.8 % of the country’s total exports, a reflection of a rise in quality, technology and a renewed relationship with global consumers.
The Xring O1 chip presented by Lei Jun, co -founder and CEO of Xiaomi, during a press conference in Beijing, May 22, 2025
A new paradigm for Chinese brands internationally
If advanced technologies open the doors of international markets, Chinese companies mainly focus on systemic innovations covering the entire value chain to set up there sustainably. The report
First, multisectoral breakthroughs have become the norm. The report shows that international Chinese brands have extended beyond the traditional manufacturing sectors of consumer goods to cover new sectors such as VEVs, smart equipment and digital entertainment. In the automobile, the nine Chinese people represent 40.9 % of world sales, dominating this segment for ten years, with byd as undisputed champion. In the field of intelligent equipment, Honor, focused on the middle and high -end, has almost half of its sales abroad. In addition, brands like Siasun Robot & Automation and Roborock have made a breakthrough on the high -end European market.
Second, the supply chain advantage remains a key competitive lever. The report underlines that the success of Chinese brands is not based solely on their products, but also on an efficient and complete industrial ecosystem. Chinese electric scooters make many development markets happy thanks to their excellent value for money. The industrial center of Zhili in Huzhou (Zhejiang), dedicated to children’s clothing, has recorded a dazzling growth of its exports via cross-border e-commerce platforms like Shein. These examples illustrate how reactivity and cost control are facilitated by mature supply chains.
As the report sums up, Chinese brands have gone from export logic to a model integrating technology, brand identity and local anchoring. This multidimensional approach, centered on the creation of sustainable value and the industrial ecosystem, is at the heart of the ascent of the latter towards a status of world leaders.
Huawei stand at the Shanghai Mobile Telecommunications World Congress on June 20, 2025
Seduce the world by culture
To truly conquer the hearts of international consumers, quality products and an effective business model are no longer enough. What now distinguishes the most efficient brands is their ability to transcend cultural barriers and to arouse emotional resonance. International Chinese companies integrate cultural elements with their brand accounts in line with global expectations.
The strategic use of culture as a lever for influence now marks the international expansion of Chinese brands. By exploiting original narrative universes and a rich cultural heritage, they shape their image on a global scale. The game
“International success is not only measured by commercial results,” analyzes Zhang Guohua, president of the Chinese advertising association. “It is based on the capacity of a brand to be forge, through innovation and a strategic establishment, an identity that resonates beyond borders and cultures. »»
As the report points out, Chinese companies experience a historic turning point, going from simple “workshops in the world” to real international brands. Three levers-technological innovation, brand identity and cultural influence-underlie this ascent which, far from being a culmination, rather marks the entry into a new more demanding competition phase. As Wang Yanxing, a researcher at the Chongyang Institute for Financial Studies at the University of China, points out, “in the race for globalization, the future belongs to companies that will merge these dimensions”.
