Two foreigners pose in front of the Fuxing CR400 (g.) And the Fuxing CR450 (d.), Two new prototypes of Chinese TGV, on the occasion of the 12th World High Rail Speed Congress in Beijing, on July 9, 2025.
The internationalization strategy of Chinese companies is in full transformation, marked by high -end manufacturing and increasing influence in cultural consumption. Chinese companies are now moving from a simple export logic to a more successful international brand strategy.
Professor Wang Haizhong, of the Sun Yat-Sen University, stresses that the price war and competition between similar products are no longer enough to ensure the sustainability of Chinese brands on foreign markets. The real rise goes through an overhaul of the values, initiated from the inside. Today, Chinese international companies are based on three pillars.
The first pillar is based on technology -oriented competitiveness. Chinese companies today ensure their competitiveness around technologies developed in its own. According to American researcher Anthony Moretti, this advance results from long -term planning and supported investments, oriented to the future. From the company Transtion, which innovates by adapting its telephones to the specific needs of African markets, to the company United Imaging, which surmounts technological challenges thanks to a collaborative model combining industry, universities, research and medicine, these examples demonstrate that Chinese companies are no longer simple “technological followers”, but become holdings of key technologies and participants in the development of international standards.
The second pillar is based on the creation of value carried by the brand. It is the cultural dimension and the emotional value conveyed by the brand that truly allow consumers to retain. The new generation of international -turned Chinese companies attaches branding to brand storytelling to arouse consumer empathy on a global scale. Professor Wang Haizhong stresses that providing a mark with a strong personality and establishing an emotional connection with customers are essential levers which allow Chinese brands to distinguish themselves abroad.
The third pillar is based on a world establishment aimed at a deep location. The German management specialist Hermann Simon observed that globalization is evolving, going from simple cross -border trade to deep foreign direct investments. This analysis precisely reflects the new model of globalization of Chinese companies. Companies like Byd, which builds a factory in Hungary, or Catl, which invests in Germany, embody this development. By establishing themselves permanently on the local markets, these companies are close to consumers, better integrate global resources and achieve a real merger with the markets in which they operate.
The alliance between technological innovation, power of brands and local anchoring is therefore at the heart of the new internationalization strategy of Chinese companies. As Hermann Simon points out, Chinese companies are still facing important challenges to establish a real brand leadership on a global scale, in particular in terms of notoriety and cultural barriers. But Chinese brands are gradually making a place in the global economic landscape.
