On May 11, the "Analysis Report on the Overseas Communication Power of Chinese Enterprises (2023)" (hereinafter referred to as the "Report (2023)") was officially released at the 2024 World Brand Moganshan Conference. The report aims to strengthen the research on the overseas communication power of Chinese enterprises, help Chinese enterprises tell China's story well while "going global", and contribute to shaping China's good international image.
The report was initiated by the Reference News Newspaper and released at the conference by Liu Liping, deputy editor-in-chief of the Reference News Newspaper. He said that the "Reference News", as the "newspaper of ten thousand newspapers", has always been an important vane of the global communication volume of Chinese brands. The report released this time is an important practical achievement of the "Reference News" to serve the national brand strategy.
▲On May 11, the "Analysis Report on the Overseas Communication Power of Chinese Enterprises (2023)" was officially released at the 2024 World Brand Moganshan Conference.
The Report (2023) relies on the overseas public opinion database and information monitoring system independently developed by Reference News Newspaper, and on the basis of collecting and summarizing the public opinion data of nearly 1,000 overseas media and multiple major overseas social media platforms, 100 Chinese companies that are more concerned by overseas media are selected as key research objects for comprehensive analysis.
According to the report (2023), for Chinese enterprises that "go global", their technology and market development capabilities represent the hard power of the brand, and the cross-cultural communication ability is the embodiment of the soft power of the brand. The continuous improvement of communication capabilities in a multicultural environment is the result of the joint action and complementarity of hard power and soft power.
▲On May 11, at the 2024 World Brand Moganshan Conference, Liu Liping, deputy editor-in-chief of Reference News Newspaper, released the "Analysis Report on the Overseas Communication Power of Chinese Enterprises (2023)".
According to the report, in the process of going overseas, Chinese enterprises have significantly increased their awareness of active communication. From the "hard connection" with other countries in the world at the level of infrastructure construction, to the "soft connection" with the global industrial chain at the level of norms and standards, and then to the "heart-to-heart connection" with overseas people across cultural barriers, the awareness of Chinese enterprises to take the initiative to go overseas and actively spread the word has been increasing year by year.
In addition to brand display for traditional mainstream media, Chinese enterprises pay special attention to international communication on overseas social media platforms, not only opening accounts on multiple platforms, but also formulating communication strategies in line with the characteristics of different social media platforms.
For example, Hisense,As a world-renowned home appliance company,Continue to build its own brand,Practice"Shipbuilding to the sea",Carry out targeted event marketing,Through brand activities covering online and offline,Effectively establish the association between Hisense、Football World Cup and fans。 Sports is the language of the world,With this language, Hisense breaks through the differences in culture、Lifestyle, etc.,Promote the internationalization of the enterprise itself,And shift the main strategy from traditional brand exposure to the transmission of positive values,Better show the charm of Chinese brands to the world。
In-depth dialogue and exchanges with the cultures of various ethnic groups in the world and embracing the world with an open attitude are another significant feature of Chinese enterprises' efforts to spread overseas. Ruyiling Pharmaceutical, relying on the culture of traditional Chinese medicine and adhering to the corporate tenet of "inheriting and innovating for the benefit of mankind", combines the wisdom of traditional Chinese medicine with modern science and technology, and opens up a unique road of traditional Chinese medicine to the world. Completed the upgrade from "Chinese products" to "Chinese brands".
Other Chinese companies have also adopted a multi-dimensional strategy to build a unique brand with high overseas recognition, and tell the Chinese story at the corporate level. For example, the long-standing Chinese tea culture has become one of the important windows for overseas audiences to understand Chinese culture. As a leading enterprise in China's tea industry, China Tea Co., Ltd. actively goes abroad, uses "tea" as a medium, deeply lays out overseas markets, and hands out China's "tea business card" to the world.
In recent years, Chinese companies have accelerated their development in the world's popular field of artificial intelligence, and related R&D achievements have attracted much attention and gained more attention in international public opinion. In this context, Chinese enterprises that convey the value concept of "science and technology make life better" are growing day by day. The Report (2023) observes that as an important representative of China's smart technology product manufacturing enterprises, Xiaomi promotes international communication through the account matrix of overseas social media, so that global users can truly feel the joy of technology in life, and create a new image of Xiaomi's "high-end, cutting-edge, and inclusive" technology brand.
The report (2023) found that Chinese companies are increasingly shifting from simply emphasizing popularity to advocating "trust and companionship" in overseas image building. While expanding international business, we will continue to "sink" and enhance brand influence through the methods of "going overseas + public welfare activities" and "going overseas + social responsibility".
From May 10th to 12th, the 2024 World Brand Moganshan Conference was held in Deqing, Zhejiang. More than 4,000 representatives from well-known enterprises and local governments around the world, overseas media, global academic institutions and industry associations gathered together to focus on global brand topics, gather global brand views, and make global brand voices.