【Financial Analysis】Observation of Chinese brands going overseas: technology, green, and national tide have become keywords

Xinhua Finance and Economics, Shanghai, May 17 (Reporter Du Kang) domestic robots with a sense of science and technology are moving towards intelligent "built in China", new energy vehicles with strong sails, and aromatherapy, porcelain and silk rooted in traditional Chinese culture...... At the just-concluded 2024 China Brand Day event, the reporter saw that from "Made in China" to "Created in China", keywords such as science and technology, green, and national tide support Chinese brands to continue to grow upward and sail to sea.

Hard-core technology shines "created in China"

At the site of this year's China Brand Expo, at the booth of the Jieka Robot, the reporter saw a two-armed robot playing the Rubik's Cube flexibly, demonstrating its two-arm collaboration and machine vision technology. The 10-year-old Chinese robotics company has exported its products overseas.

"The domestic robot brand has attracted much attention from the global market due to its mature technical level and reliable service capabilities, and the international influence and market business of the brand have gradually risen, showing the gorgeous transformation of 'Made in China' to 'Created in China'." Chang Li, vice president of the card robot, said.

Chang Li introduced, the current level of China's intelligent manufacturing continues to improve, China's robot industry chain autonomy continues to improve, in the upstream and downstream of the industrial chain, reducer, servo motor and other key core components technology has been broken through to varying degrees, robot product performance and stability to reach the international advanced level, and has been applied on a large scale, expanding a wealth of application scenarios, to achieve scientific and technological innovation and scene application two-way empowerment.

At present, the card robot has established in-depth cooperative relations with Toyota, Schneider, Flextronics and other internationally renowned enterprises. "Our products are mass-applied in many countries around the world such as Europe, North America, Japan, South Korea, Southeast Asia, etc., and they flexibly and efficiently serve the production lines of world-renowned brands such as automobiles, electronics, semiconductors, and new energy, and are also engaged in direct contact with consumers in many new commercial consumption fields." Chang Li said.

In recent years, China has participated in the construction of highways, high-speed railways, ports, bridges, power stations and other infrastructure all over the world, contributing Chinese solutions, Chinese wisdom and Chinese strength to economic development and improvement of people's livelihood around the world. "Built in China" has become a world-renowned international brand. The addition of science and technology also makes the plaque of "Built in China" more shiny.

At the site of the "Built in China" brand pavilion, China Railway Tunnel Bureau demonstrated the "eight intelligent" tunnel construction systems such as intelligent tunneling, intelligent assembly, intelligent collaboration, intelligent diagnosis, and intelligent detection. Taking "intelligent tunneling" as an example, the country's first shield intelligent tunneling system independently developed by China Railway Tunnel Bureau integrates neural network, machine learning, prediction algorithm and other technologies, which can realize the prediction of active parameters of complex geological shield tunneling, tunnel attitude adjustment control, manned and unmanned intelligent tunneling of shield, and prevention and control of abnormal events.

According to the person in charge of the booth of China Railway Tunnel Bureau, among the "50 tunnel projects with global influence in the past 50 years" released by the International Tunnel and Underground Space Association, 9 projects in China have been successfully selected, with the largest number and the largest proportion; The China Railway Tunnel Bureau participated in the construction of 7 of the 9 projects. "The equipment technology, construction methods and processes of China Railway Tunnel Bureau have moved towards full automation and intelligence, and have become a vivid portrayal of the transformation and upgrading of 'Made in China' to 'Made in China'."

New energy vehicle exports "blowing the wind"

When it comes to going to sea, we can't fail to mention new energy vehicles. New energy vehicles, as the "new three" exported by the mainland, have attracted global attention. In 2023, China's automobile production and sales will reach 30 million units for the first time, making it the world's largest auto exporter. Among them, the production and sales of new energy vehicles accounted for more than 60% of the world, ranking first in the world for nine consecutive years.

In 2023, SAIC Motor will launch the MG4 EV, a "global car", with sales of a single model exceeding 130,000 units in overseas markets and a monthly sales volume of more than 10,000 units, becoming the European champion in compact pure electric vehicle sales.

Richard van der Engel, head of the Rotorua MG store in New Zealand, said that in the process of buying Chinese cars, New Zealand residents value not only high cost performance, but also the technical strength contained in them. "In the past, New Zealand residents were not familiar with Chinese brands, and we needed to do a lot of background introduction when selling cars, but now, many New Zealand residents will come here for Chinese electric vehicles."

At this year's Brand Day, BYD showcased innovations in the field of new energy such as MC Cube, ultra-low resistance relays, and the third-generation highly integrated distribution box (BDU). Last year, BYD's overseas sales of new energy passenger vehicles exceeded 240,000 units, a year-on-year increase of 337%, becoming the Chinese brand with the largest export of new energy vehicles in 2023. Wang Chunyang, the relevant person in charge of the BYD brand, said that BYD has entered 83 countries and regions around the world, and has invested in overseas regions such as Brazil, Hungary and Thailand, becoming a "new business card" made in China.

On the brand day, the reporter also saw a lot of "new car-making forces". The person in charge of the booth of Leapmotor, which was established at the end of 2015, told reporters that Leapmotor regards 2024 as its "first year" to go overseas. According to the latest sales list of new brands in the Chinese market, since the beginning of this year, Leap has ranked high in sales.

Not long ago, Leapmotor reached a strategic cooperation with the international automotive giant Stellantis Group. Zhou Ying, general manager of the channel marketing department of Leapmotor, said that this cooperation is a case of "reverse joint venture" of China's new energy vehicle enterprises, "Chinese brands are no longer just recipients of technology or market, but participate in international cooperation as exporters, which is an affirmation of the technological innovation and brand value of China's new energy vehicle companies." ”

From "national tide" to "world tide"

As a fashion symbol of Chinese cultural creativity, "Guochao" has continued to set off a consumption boom in recent years. From traditional Chinese culture, these brands have gained a steady stream of inspiration and vitality.

At the Oriental Beauty Valley booth of the brand day, the reporter saw a group of aromatherapy exhibits with oriental characteristics. The four bottles of aromatherapy are named after the four seasons - "Spring Magnolia Falling Dew", "Summer Peony Fireworks", "Autumn Night Moon" and "Winter Camellia Wrapped in Snow".

This group of aromatherapy belongs to a domestic brand "Solar Box" founded in 2017. Sun Xueting, the founder of the brand, introduced the brand idea like this. "Taking 'Spring' as an example, we refer to the azure glazed paper mallet bottle in the collection of the National Palace Museum in Taipei to make the bottle body, and the incense diffuser is a white magnolia flower made of grass with intangible cultural heritage skills. Whether it is azure or white magnolia, it is exclusive to spring. Not only the four seasons, but also the traditional Chinese 24 solar terms, the brand of solar term box looks for inspiration from traditional Chinese culture, and the product matrix designed by many young people has been recognized by many young people. ”

"Today's 'Generation Z' crowd is very recognizant of China's excellent traditional culture. The national tide and national style have become fashionable elements. Sun Xueting said.

In the Suzhou City Exhibition Area, a century-old silk intangible cultural heritage enterprise "Xiuniang" told about their experience of going to sea. According to the person in charge of the booth, with Chinese traditional culture as the cornerstone, "Embroidery Niang" has been spreading the concept of "elegant" and "fine" Jiangnan life, and has participated in the Shanghai, Milan, Kazakhstan and Dubai World Expo on behalf of Chinese silk for four consecutive years.

In the Jingdezhen exhibition area, there are a variety of ceramic products, and most of the exhibitors here are from Jingdezhen Taobo City. "A Jingdezhen, half of the history of ceramics", Huang Jia, deputy general manager of Taobo City Digital Trade Technology Co., Ltd., said that Jingdezhen's total annual export of ceramics in 2023 will reach 1 billion yuan.

The reporter learned that in recent years, with the construction of Jingdezhen cross-border e-commerce comprehensive pilot zone and national market procurement trade mode pilot, Jingdezhen has formed a joint force in customs, taxation and other aspects to help Jingdezhen ceramics "go to sea" and go out of the circle. Huang Jia introduced that taking the market procurement trade method as an example, it is especially suitable for the characteristics of foreign trade transactions of small and medium-sized enterprises with multiple varieties, small batches and multiple batches, and many merchants in Taobo City have realized the dream of "selling global" at their own doorsteps.

Editor: Luo Hao

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