Local brands up global ken for innovative growth

Localization

Building upon the innovation competitiveness that Chinese brands have extensively developed, the companies have also launched several products and services to serve the needs of different consumers to deepen globalization and strive for higher growth.

Home appliance brand Haier extended its global influence by orienting toward the strategy of localization, which involves research and development, manufacturing and marketing in local markets.

The company has opened 35 industrial parks and 138 manufacturing centers worldwide, reaching more than 200 countries and regions, said Wang Meiyan, chief brand officer at Haier Group.

To serve the different needs of consumers, the company has launched more market-tailored products overseas, Wang said.

For example, it introduced washing machines with larger capacity for culturally specific clothing in the Middle East, and dryers with sterilizing functionality to cater to local weather conditions and special needs in the United Kingdom.

Xiaomi has also adapted product features for specific markets or consumers, enabled by the strategic partnerships it has forged with major corporations worldwide. For example, it launched the smartwatch Xiaomi Watch 2 Pro in September, featuring Wear OS by Google to serve international consumers.

Its partnership with Germany's Leica in enhancing the camera capabilities of Xiaomi smartphones has helped the company to cater to the needs of photographers.

Extending the collaboration to generate a stronger connection with its users, the company has also launched online educational photography courses taught by professional instructors at Leica to help participants draw inspiration from masters and better hone their skills.

"Only through consumer recognition and by injecting our brand power into the hearts of our consumers can we seek to take our premium brand image to greater heights and enhance our competitiveness in global markets," Xue added.

"As the development of Chinese brands matures, competition among them will be more and more intense," Wang said.

She added that apart from innovation and global expansion, the brands will need to make breakthroughs in digitalization and diversification in order to realize stable and high-quality growth.

Xinhua