Consumer Brands Going Overseas: Investment Has Been in Place, Operations Are Not Ready

Global digitalization is infiltrating and strengthening. This is the breaking point for Chinese overseas brands under the challenges of local protectionism, stricter policies, and blocked supply chains. Digital investment, marketing, operation, and ecology together form four important dimensions of how to build digital capabilities for overseas marketing, especially for consumer brands. From the cases where local brands have done well in going overseas, and the successful practice of benchmarking overseas brands in related aspects, this article sorts out the difficulties in actual operation in each dimension and analyzes the methods.
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