Chinese companies speed up their going out to sea? Why do these products attract overseas consumers
in recent years, Chinese enterprises have accelerated their going overseas, and a number of brands focusing on overseas markets have emerged in various fields. They are not well-known in China, but there are many loyal consumers overseas, and some of them have even entered the forefront of the industry. What are the overseas-focused Chinese brands and how do they stand out?
international market provides broader space
opened the Boomplay to play music and dance with the beat. This is the relaxation of 28-year-old Ghanaian boy Xiu Wansi after work. Boomplay is a music streaming media APP, which mainly provides global genuine music and video playback and download services for African users. "I use it every day. It has a complete library, covering all my favorite African singers. The recommended songs are also in line with my taste." Xiu Wansi told our reporter.
popular on the African continent, is truly "made in China" and is operated by China Chuanyi Music Technology (Shenzhen) Co., Ltd. "When the Boomplay first went online in 2016, the installation volume reached 100,000 in three months, which is the competitor's data for two years." He Xiaoqiu, chief executive officer of Boomplay, said.
Chuanyin Holdings also has a high reputation in Africa. This brand, which is not well known by Chinese consumers, is a well-deserved "king of mobile phones in Africa". In 2021, the shipments of audio-transmitting smartphones in Africa ranked first, and their share in the global mobile phone market also reached 12.4%, ranking third.
across the Atlantic, down jackets from Jiaxing, Zhejiang are popular in the United States. Orolay's down jacket has been selling well on Amazon platform for many years. Its 092 series of down jackets are popular in the United States and have received more than 20,000 after-sales reviews on Amazon website, most of which are well received by five stars. Well-known American movie stars and Internet celebrities were photographed wearing Ouronglai down jackets. "New York Magazine" published an article titled "Unlikely Story: This down jacket that sold for $140 on Amazon won the Upper East Side", saying that this down jacket was "loved by fashionable women in the Upper East Side of New York".
SHEIN, which was founded only 10 years ago, is another Chinese clothing brand popular in Europe and the United States. With the advantages of high cost performance, fast innovation speed and many kinds of clothing, Xiyin has quickly won the favor of young people in Europe, the United States, Australia and other countries and regions. The BBC said Xiyin has more than 0.25 billion fans online. In May last year, Xiyin's self-developed APP replaced Amazon and topped the list of US shopping apps. In June last year, according to the China-Thailand Securities Research Report, Xiyin Shopping Website was the world's largest popular clothing website that month, with 0.15 billion visits, far ahead of established clothing brand websites such as Zara and Nike. Some British media commented that Xiyin "caused a sensation in the fashion industry".
Anke Innovation, which focuses on digital product accessories such as chargers, data cables, Bluetooth headsets and small electronic products, also stands out on overseas tracks. This Chinese enterprise, which sells its super-90% products overseas, has super -0.1 billion users in more than 100 countries and regions around the world. According to Euromonitor Information Consulting (Shanghai) Co., Ltd., from the perspective of retail sales, Anke is currently "the world's number one digital charging brand".
"In China, electronics, electrical appliances, textiles and other fields are in a state of competition and the market competition is fierce." Xie Yi, a professor in the Department of Marketing at the International Business School of the University of International Business and Economics, said in an interview with reporters, "The international market provides a broader space and stage for Chinese brands."
in-depth understanding of consumer needs in different regions
new york is the fashion capital of the world, bringing together all the mainstream fashion brands in the world. Why can Chinese down jackets explode in new york?
"At the beginning of the establishment of the enterprise, the North American down jacket market was mainly divided into several categories, one was the top luxury brand priced at about US $1000 to US $2000, the other was the light luxury brand priced at US $600 to US $1000, and the other was the first-line sports outdoor brand priced at US $350 to US $600. The price is quite high, and there are fewer down jackets suitable for urban women to wear daily." Qiu Jiawei, founder of Ou Ronglai, told reporters. After in-depth investigation, Ouronglai positioned the product as a "down jacket shuttling in the city". The target group is urban female white-collar workers and young mothers, taking into account fashion and comfort, with high cost performance. "The price of the product is 100 to 150 US dollars, and the quality is also guaranteed." Qiu Jiawei said.
have found out the market segments, and the style design cannot be left behind. In order to find out the preferences of the target group, Qiu Jiawei took the team to new york many times, found a cafe in Manhattan, ordered a cup of coffee, and recorded the brand, color and version of down jackets worn by pedestrians in the window. "After the outbreak of the new coronary pneumonia epidemic, we set up a professional data analysis team to keep an eye on the social media and official websites of more than 30 down jacket brands around the world to analyze their products and reviews." Qiu Jiawei said.
fire comes from observation of daily life. Qiu Jiawei said that at the beginning of his business, he was catching up with his lover's pregnancy. The down jackets on the market were either too thin or bloated and did not fit. Therefore, the team decided to improve the design of the down jacket, with the sides open and the abdomen and chest adjustable to the tightness according to the size of the consumer. This design has been recognized by consumers. "It is warm and fashionable, and the tightness can be adjusted. It is my favorite of more than 20 winter coats." An American consumer commented on Amazon.com.
"An important reason for the success of Chinese brands overseas is that brands have a deep understanding of the unique needs of consumers in different regional markets, and have achieved localization in specific marketing strategies, products, and prices." Xie Yi said, "This stems from the company's detailed understanding and in-depth analysis of the economic characteristics, cultural differences, consumer preferences and other factors of the target market."
many differences in culture, language, religion and race among African countries. At the beginning of its establishment, Chuanyin Holdings established a department dedicated to market research and user insight, and sent special personnel to various parts of Africa, not only visiting core cities, but also sinking to towns and villages to better understand the products and services needed by local consumers.
function machines, Chuanyin Holdings launched the first mobile phone, the dual-card dual-standby TECNO T780, in response to the pain points of African users' large number of phone cards and high cross-network charges, which was a great success in Nigeria. Subsequently, Chuanyin Holdings also launched a series of distinctive mobile phones such as four cards and four standby and ultra-long standby, further opening up the African market.
when mobile phones enter the "smart" era, taking photos becomes an important function and selling point. At that time, the cameras and algorithms of other brands of mobile phones in the African market were not developed for local users. When the light was dark, the faces of people with dark skin color in the photos were not very clear. To this end, audio transmission has built an artificial intelligence dark skin image technology research and development platform from the three directions of data, algorithm and computing power to bring better image experience to local users. "The first impression of people around me on the phone is that they take good pictures." Xiu Vance said.
Establish Brand Image on the Basis of Product Power
"Chinese enterprises can deeply participate in international competition, which cannot be separated from domestic advantages in supply chain and e-commerce." Xie Yi said, "For example, China is competitive in the textile industry, mobile phone manufacturing and other fields, and Chinese brands in these industries have a competitive advantage at the basic level."
, Ouronglai is backed by Pinghu down jacket production base in Jiaxing, Zhejiang Province. There are sufficient supporting enterprises and practitioners in clothing design, hardware manufacturing, down jacket production and other links. "This gives us comparative advantages in product production costs, supply speed, order turning speed, etc., low inventory risk, and can quickly respond to new market demand." Qiu Jiawei said.
in February 2021, the factory invested and established by Ouronglai in Jining City, Shandong Province was officially put into operation. The planned production standard of the factory area is 10 sewing production lines, employing more than 600 people, with an annual output value of more than 60 million yuan.
with the expansion of business scale, Qiu Jiawei realized that the mode of shipping goods from home to overseas consumers was not conducive to the further development of enterprises, so he began to build his own overseas warehouses in New Jersey, Hamburg, Germany, Yorkshire and other places. "Now, we first send the goods to overseas warehouses in batches and then distribute them from overseas warehouses, which greatly shortens the time required for consumers to receive and return goods and improves the shopping experience." Qiu Jiawei said.
transmission is also based on a complete domestic supply chain. The relevant person in charge of Chuanyin told our reporter that in the early days, in order to adapt to the diversified needs of consumers in different countries for products, Chuanyin relied on the advantages of a diversified domestic supply chain and adopted a "small batch, multi-batch" flexible production and supply model., Flexible response to changes in the overseas market environment.
's mobile phone brands have cultivated a fixed consumer group in Africa, and the brand effect is gradually released. In the "Top 100 Brands Most Favored by African Consumers in 2021" published by "African Business" magazine, the three major mobile phone brands TECNO, itel and Infinix are ranked 6th, 21st and 25th respectively. "In Ghana, almost all my friends use TECNO phones. Upon their recommendation, my first phone was also TECNO." Xiu Vance said.
Ou Ronglai also has a group of loyal fans overseas. In 2018, fans of Ourong Laimei spontaneously organized a charity donation meeting with the theme of "Wearing Oulai Down Jacket and Donating Excess Clothes to Charities". "A down jacket generates a huge amount of energy." NBC reported.
"This shows that Chinese brands not only focus on cost performance, but also establish a brand image on the basis of product strength, and successfully make overseas consumers have a positive association with the brand." Xie Yi said. (Reporter Zhao Hao)
Source: People's Daily Overseas Edition
