China International Service Center

Chinese enterprises going global are achieving a leap from "Made in China" to "Created in China" and then to "Believed in China".

Reach the world with "ingenious craftsmanship"

In 2025, Chinese enterprises' overseas expansion entered the "intensive cultivation era" - new opportunities are hidden in geopolitical fluctuations, new orders are gestating in the reconstruction of the supply chain, and new resonances are growing among cultural barriers. In this wave intertwined with challenges and opportunities, Chinese brands use "ingenious craftsmanship" as the core code to break through the situation, and Chinese enterprises' overseas expansion is realizing a leap from "Made in China" to "Created in China" and then to "Believed in China".

On July 25th, guided by the Department of Commerce of Zhejiang Province, the Secretariat of the China Cooperation Center for Special Economic Zones of BRICS Countries, the Bureau of Commerce of Hangzhou, and the Bureau of Commerce of Qiantang District, the 2025 "Reach the world with 'ingenious craftsmanship'" Overseas Expansion Conference jointly hosted by 36Kr and Qiantang Construction and Investment Group was grandly opened in Qiantang, Zhejiang. "Open Zhejiang has always been the best partner for enterprises' globalization."

Hu Zhenfang, a member of the leading party members' group and deputy director of the Department of Commerce of Zhejiang Province, said in his speech that they will build a strong backing for enterprises' overseas expansion by constructing an overseas service system and deepening BRICS cooperation.

Hu Zhenfang, a member of the leading party members' group and deputy director of the Department of Commerce of Zhejiang Province

Li Jun, the deputy director of the Management Committee of Qiantang New Area and a member of the leading party members' group of the district government specially promoted the relevant work in the BRICS field: Relying on the advantage of the establishment of the China Cooperation Center for Special Economic Zones of BRICS Countries, Qiantang District has built a comprehensive service platform for Zhejiang enterprises' overseas expansion, helping to create an open international economic and trade environment.

Li Jun, the deputy director of the Management Committee of Qiantang New Area and a member of the leading party members' group of the district government

As a brand - new global IP event created by 36Kr, the main forum of the "East Forward" Overseas Expansion Conference focuses on two chapters: "Certainty in uncertainty" and "Doing business globally". It brings together guests from the entire industrial chain, including local governments, platform providers, and brand owners. It decodes the certain logic of the coordinated growth of "products - technology - ecosystem" and provides a path reference for enterprises to navigate through the fog of globalization.

Feng Dagang, the CEO of 36Kr, said in his speech: Two years ago, the narrative of Chinese enterprises' overseas expansion was about how to sell goods overseas. But today, when talking about overseas expansion, many enterprises have begun to re - define industry standards with technology, and Chinese cultural IPs also have a large number of overseas fans. It can be said that Chinese enterprises are completing a leap from "Made in China" to "Created in China" and then to "Believed in China".

Feng Dagang, the CEO of 36Kr

01 From "selling goods" to "belief", how can brands expand overseas to build a global value chain?

When the label of "Made in China" covers the world, from product output to standard definition, how can the culture and values carried by the brand be recognized by the world? Perhaps "ingenious craftsmanship" is becoming the core engine of this leap.

The overseas expansion path of Genki Forest is a typical example of the "breakout" of Chinese new consumer brands. From becoming popular locally to entering Costco, Wang Pu, the co - founder, dissected three major challenges: accurately capturing user needs, innovating cultural symbols, and breaking through compliance thresholds. "From being among the top ten in Amazon's sales to entering Costco, we explored and found in three years that the global universality of healthy drinks and the expectation for good products are the same among global consumers."

Wang Pu, the co - founder of Genki Forest

In the global wave of carbon neutrality, Chinese new energy enterprises are changing from "participants" to "leaders". Huang Haiyan, the executive vice - president and chief sustainability officer of Chint New Energy detailed the three - step overseas expansion strategy of "products - brand - production capacity": from a sales network covering more than 140 countries and regions, to enhancing credibility through global brand activities, and then to laying out overseas manufacturing bases to actively deal with trade barriers.

Huang Haiyan, the executive vice - president and chief sustainability officer of Chint New Energy

At the round - table forum on "From 'Made in China' to 'Global Brand': The Breakthrough Path for Consumer Electronics Overseas Expansion", the guests focused on the breakthrough path for consumer electronics overseas expansion. Zhao Hui, the vice - president of SGS China and the general manager of the SGS China Internet and Product Business Group, emphasized: "Compliance is not a cost, but a 'passport' for brand premium." Han Zongbo, the marketing director of Creality 3D, proposed the "user co - creation" strategy: "Pay attention to user experience, integrate into local culture through public welfare, and let users change from 'buying products' to 'recognizing brands'."

Wan Qian, the general manager of Lexar's overseas e - commerce, adhered to "long - termism": "There is no shortcut in the storage industry. Either be the best in niche scenarios or build barriers in offline channels." Tracy Wang, the global brand leader of Jackery, added: "The premium of green energy brands comes from 'value resonance'. Only by finding the 'value anchor' in each market can ESG turn from a responsibility into a growth engine."

Round - table dialogue: From "Made in China" to "Global Brand": The Breakthrough Path for Consumer Electronics Overseas Expansion

02 When AI technology and cultural output are advancing rapidly, how can the "Chinese story" be understood by the world?

When AI technology reconstructs the industrial logic and Chinese stories reach the world through diverse carriers, the collision between "technical ingenuity" and "cultural ingenuity" is opening up new possibilities for globalization. Chinese brands are no longer "unilateral exporters" but "global value co - creators".

How can artificial intelligence truly become an "accelerator" for enterprises' overseas expansion? The answer of Li Xingye, the executive director of the Comprehensive Business Department of the Large - scale Model of SenseTime goes straight to the core: "AI is not a gimmick but a tool that can be implemented." Through technologies such as large - scale models, AIGC, and AR, SenseTime is reconstructing the "cost - efficiency - experience" triangle of overseas marketing. "Algorithm iteration supports in - depth exploration of industry scenarios."

Li Xingye, the executive director of the Comprehensive Business Department of the Large - scale Model of SenseTime

From large - scale models to generative AI, from intelligent driving to industrial automation, how can Chinese enterprises seize the opportunity in the global track of AI overseas expansion? At the round - table dialogue on "Beyond the Boundaries, Within the World: The AI Process of Enterprises' Overseas Expansion", Cao Fangning, the founding partner of Multidimensional Capital pointed out: "There are three points to grasp for AI overseas expansion: choose high - paying industries, control fulfillment costs, and build a Sino - foreign dual - track team." Guo Weike, the founder of Petkit tackled the problem from the consumer end: "AI is an admission ticket for survival. We achieve a 90% gross profit through software services and avoid competition in the incremental market." Zeng Yiqian, the president of the consumer business unit of Yizhi Intelligence, emphasized that the implementation of AI should be "supervisable and quantifiable"; Ren Hangbo, the leader of the AI innovative hardware of Tuya Smart adhered to "compliance first": "Taking small steps quickly is more important than pursuing perfection."

Round - table dialogue: Beyond the Boundaries, Within the World: The AI Process of Enterprises' Overseas Expansion

From short dramas to cultural and creative products, Chinese culture is integrating into the global perspective in a more vivid way. However, "跨越文化鸿沟" ("Crossing the cultural gap") remains the biggest challenge. At the round - table dialogue on "Cultural Overseas Expansion: How Can Chinese Products Become Popular Globally?", the guests shared practical wisdom on "localization". Xing Ruiqi, the vice - president of the commercialization of Qwan Audio, proposed "human - machine collaboration": "AI can handle 90% of the translation workload, but it cannot replace the understanding of 'cultural codes'."

Lin Qiwen, the vice - president of DataEye (Drama Checker), took the overseas expansion of short dramas as an example: "Tell Chinese exciting stories in a global language, retain the core emotion of 'counter - attack', and replace cultural symbols to arouse the greatest resonance." Wu Siyong, the general manager of the value - added business department of DHgate, proposed that communities can serve as a 'resonance amplifier' for cultural overseas expansion, enabling Chinese culture and overseas users to move towards each other: "Local - to - local, use locals to influence locals, establish stronger user interaction based on communities, and achieve the unity of cultural value and commercial realization."

Round - table dialogue: Cultural Overseas Expansion: How Can Chinese Products Become Popular Globally?

03 Behind globalization, the "invisible infrastructure", how to translate the "certain" Chinese solution?

In the "intensive cultivation era" of globalization, what is being competed is not only the front - end brands and technologies but also the back - end services and compliance capabilities. From payment settlement to legal risk control, "professional ingenuity" is building a "certainty moat" for Chinese enterprises.

Huang Sheng, a finance professor, deputy dean of academic affairs, director of the EMBA program, and director of the China - EU Enterprise and Capital Market Research Center at the China - Europe International Business School pointed out that successful overseas - expanding enterprises have three commonalities: clear strategic planning, in - depth market insight, and persistent strategic determination. "The irreplaceability of product technology, in - depth localization ability, and long - term patience are the key codes for Chinese enterprises' overseas expansion."

Huang Sheng, a finance professor, deputy dean of academic affairs, director of the EMBA program, and director of the China - EU Enterprise and Capital Market Research Center at the China - Europe International Business School

"In the deep - water area of globalization, compliance with data and new technologies is an 'existence question' for enterprises." Yang Xiong, the risk and regulatory business manager of PwC China said that more than 80% of countries in the world have introduced data regulations. "Enterprises need to sort out data links according to different scenarios and establish a global control mechanism - PwC's 50 China Business Centers around the world help enterprises move forward steadily on the premise of compliance."

Yang Xiong, the risk and regulatory business manager of PwC China

The financial "chronic diseases" of overseas - expanding enterprises seriously drag down efficiency and erode profits. Zhu Ran, the vice - president of Fenbeitong and the person - in - charge of the overseas business introduced that the core value of Fenbeitong is the dual - engine of "low price + service". We promise to "compensate if it's more expensive". If an enterprise customer books air tickets or hotels on Fenbeitong and finds that the price is higher than that on the C - end platform, we will compensate for the price difference. At the same time, we guarantee 50 overseas customer service items covering the entire process from booking to safety to escort enterprises' overseas expansion.

Zhu Ran, the vice - president of Fenbeitong and the person - in - charge of the overseas business

Celia, the cross - border person - in - charge of TrustDecision mentioned that in the past year, almost 98% of enterprises have suffered fraud attacks. The black - market industry has formed a complete chain from marketing fraud to payment fraud. Card organizations such as VISA are about to implement more stringent regulatory new rules. Risk control is not a cost, but the survival bottom line and growth code for overseas - expanding enterprises.

Celia, the cross - border person - in - charge of TrustDecision

DHgate has been deeply involved in cross - border trade for more than 20 years. Yang Qingqing, the COO had a penetrating observation: "Although it seems that globalization is ebbing, it is actually being reshaped. In the new era of globalization, overseas expansion should be a good business of coordinated co - creation - Connect real people through communities, empower co - creation on a larger scale through AI, and bring real local contributions through local operations."

Yang Qingqing, the COO of DHgate

"Brand overseas expansion is no longer an 'optional item' but a 'survival item'." Zhang Yajun, a senior partner of Jiaogefriends shared the practical methodology: "Select the target group, speak their language, create scenarios, and build systems." Behind this is the ultimate pursuit of local operations.

Zhang Yajun, a senior partner of Jiaogefriends

Challenges are another face of opportunities. In the seemingly severe trade environment, how can Chinese enterprises formulate effective response and breakthrough strategies? At the round - table dialogue on "How can the technological changes provide 'certainty' for the global layout?", the guests further focused on the "certainty" of the global layout.

Xiao Qijing, the secretary of the Party committee of Holley Group and the executive director of Holley Overseas proposed "expanding overseas in groups": "Intelligent manufacturing reduces overseas investment risks, and expanding in groups can avoid risks and improve efficiency." Winston Mao, the representative of the large - customer team of Amazon Global Selling was optimistic about the resilience of Chinese sellers:

"Chinese sellers still achieved considerable sales growth in the face of challenges. At the same time, many sellers who originally focused on the North American market also took the opportunity to expand into the European and other emerging markets and seized the growth opportunities." Zhang Fei, the general manager of the new business development department of LinkedIn China's talent solutions emphasized "talent first": "When building a team, first solve the problems of 'finding and retaining talents'. The employer brand is as important as the business brand." Bu Rui, a partner in the Beijing/Hong Kong office of Fangda Law Firm suggested: "The first step for enterprises to expand overseas should be to find a Chinese law firm, design risk classification, and save compliance costs."

Round - table dialogue: How can the technological changes provide 'certainty' for the global layout?

"Why is Dubai often the first choice for Chinese - funded enterprises to expand overseas to the Middle East?" Zhuo Jiameng, the representative of the Dubai Chamber of Commerce in Shanghai answered: The strategic geographical location and regional advantages, the increasingly perfect capital market and financial service system, the favorable tax policy, and the sustainable China - Arab relations all provide a good foundation for Chinese enterprises to invest in Dubai, making Dubai a "golden gateway connecting the Middle East and the world".

Zhuo Jiameng, the representative of the Dubai Chamber of Commerce in Shanghai

Zhang Wei, the deputy secretary - general and senior researcher of the Center for China and Globalization (CCG) summarized meaningfully: "Overseas expansion is not simply a 'geographical migration' but a comprehensive transformation of enterprise strategy, cultural tolerance, and institutional innovation." In the era of Globalization 3.0, the "ingenious craftsmanship" of Chinese enterprises lies in transforming the advantages of the supply chain, digital technology strength, and cultural resilience into the ability to take root in the global market.

Zhang Wei, the deputy secretary - general and senior researcher of the Center for China and Globalization (CCG)

To transform the "ingenious craftsmanship" into a replicable overseas expansion coordinate, the conference released the "East Forward 2025 Overseas Globalization Innovation List" on - site. The list uses "pioneering figures, innovative figures, and innovative enterprises" as coordinate axes to provide a "treasure map" for Chinese brands.

Pioneering figures for overseas globalization in 2025

In addition, the sub - forum "Investing in BRICS" - the Country - to - Country Cooperation Matching Meeting focused on key issues such as investment opportunities in the UAE and the pain points of enterprise establishment, building a communication platform for Chinese enterprises to connect with the UAE market. Representatives from the UAE side, such as the Dubai Chamber of Commerce and the Abu Dhabi Investment Office, had in - depth exchanges and interactions with more than 50 overseas - expanding enterprises participating in the conference on - site.

Lian Ye, the deputy director of the Bureau of Commerce of Qiantang District introduced the basic situation of Qiantang and the China Cooperation Center for Special Economic Zones of BRICS Countries in the opening speech.

Lian Ye, the deputy director of the Bureau of Commerce of Qiantang District

Zhang Tong, the representative of the Abu Dhabi Investment Office in Greater China interpreted the investment environment and cooperation potential in Abu Dhabi on - site. Zhuo Jiameng, the representative of the Dubai Chamber of Commerce in Shanghai, said that Dubai ranks among the top in the world in terms of connectivity in the fields of goods trade, transportation, and finance. Coupled with the favorable tax policy and the increasingly perfect capital market and financial service system, it is constantly attracting more and more foreign direct investment (FDI). Song Jialiang, the representative of the Ras Al Khaimah Economic Zone in China introduced that Ras Al Khaimah is also an excellent choice to enter the global market. It not only has a superior geographical location but also provides attractive policies for introducing foreign investment.

Zhang Tong, the representative of the Abu Dhabi Investment Office in Greater China

Zhuo Jiameng, the representative of the Dubai Chamber of Commerce in Shanghai

Song Jialiang, the representative of the Ras Al Khaimah Economic Zone in China

Du Shanshan, the business representative of the China Affairs Department of DMCC (Dubai Multi Commodities Centre), and Li Yubo, the general manager of the logistics business in the East China and Central - Western regions of Greater China of DP World (Dubai Ports World) also introduced the high - quality services provided by their respective institutions to Chinese overseas - expanding enterprises.

Du Shanshan, the business representative of the China Affairs Department of DMCC (Dubai Multi Commodities Centre)

Li Yubo, the general manager of the logistics business in the East China and Central - Western regions of Greater China of DP World (Dubai Ports World)

During the event, Li Jianjun, the deputy general manager of Qiantang Construction and Investment Group, on behalf of the China Enterprises International Service Center, completed the signing with service providers such as Jingtian & Gongcheng, Huizhi Group, Wancheng Yunsang, Zhuoxin Enterprise, and PICC Property and Casualty Insurance. The purpose of this signing is to integrate high - quality service resources and build a support system covering the entire life cycle of enterprises' overseas expansion, providing one - stop services such as legal compliance, tax planning, and marketing promotion for Chinese enterprises to layout the UAE market.

Signing ceremony between the China Enterprises International Service Center and the settled service providers

In the round - table forum session, Liu Yanjun, the vice - president of Zemei Automobile, Li Biliang, the international tax partner of PwC, Bian Jiang, the founding partner of Huizhi Group, Lily, the marketing director of Middle East Bridge, and Vera Tang, the vice - president of the overseas business line of Interlip Group discussed how to achieve local operations in the UAE market. Through sharing practical cases, they provided experience and suggestions for Chinese brands to expand overseas to the UAE.

Round - table meeting: Sharing of successful experience in expanding overseas to the UAE

When the quality label of "Made in China" is gradually replaced by the technological premium of "Created in China", when the "Chinese story" achieves global empathy through AI and cultural IP, "Ingenious craftsmanship" is becoming the "compass" for Chinese brands to weather the cycle. Chinese brands will eventually write their own "value legend" on the global stage.

This article is from the WeChat official account "Hangzhou Qiantang Enterprise Overseas Expansion Service Base". The author is Zhejiang Enterprises Overseas Expansion. It is published with the authorization of Qiantang.