With the "go out" strategy of Chinese brands proposed, in recent years, more and more Chinese enterprises go overseas, and more and more Chinese products are favored by foreign consumers. In particular, in the past two years, while the epidemic has brought heavy damage to the world, it has also created unprecedented historical opportunities for Chinese brands to go overseas. Chinese brands bucked the trend with global supply chains, and the world felt a wave from the East.
Apart from well-known companies, which other Chinese companies have gone overseas successfully? How are Chinese brands selling overseas and what are the lessons learned? Since October, Phoenix TV has launched a series of seasonal documentaries titled "The Wind Comes from the East", which tells the story of Chinese brands going overseas in detail.
It is understood that the documentary, jointly created by Phoenix Satellite TV and Xingyun Group, focuses on Chinese brands marketing overseas. It has two lines: overseas and domestic. Through the eyes of Phoenix global journalists, it goes into overseas local stores and consumers' homes to investigate the sales, use and customer evaluation of Chinese brands in overseas countries. Analyze the different cases of the brand going to sea, analyze the highlights, difficulties, pain points, characteristics.
The case of the show is not only familiar with the big brands, more are the various segments of the invisible unicorns. In these cases, the audience will not only see the creativity, technology, quality and brand of the product, but also the life story and Oriental wisdom hidden behind it. The vision and values conveyed by these stories and wisdom will make you feel a lovely contemporary China.
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The program team interviews overseas distributors and consumers
According to the creative team, during the interview process, each company has a wonderful story behind it, and everyone also deeply felt that it is not easy for Chinese brands to go abroad. The understanding of overseas markets, the interpretation of user consumption habits, the laying of channels and the establishment of brand reputation, etc., all require in-depth research and accurate business layout of localization.
Foreign consumers choose Chinese products
About the original intention of the program, the creator said that "Made in China" used to be a substitute for "cheap and inferior quality", but now it has become a synonym for high quality. An inclusive, friendly, positive and peaceful China is integrating into the world. I hope that through in-depth interviews, the global audience will know a more real, three-dimensional and comprehensive China through these successful "going out" products, and also feel a positive and progressive China.
▽ News about the filming of the program
It is understood that Xingyun Group, which jointly created the documentary with Phoenix Satellite TV, is a digital supply chain service platform for consumer goods. It has a relatively accurate perception of the performance of Chinese products in overseas markets in its daily business.
In addition to the simultaneous broadcast on Phoenix TV Chinese Channel, Europe Channel and America Channel, the Wind from the East will also be broadcasted on Phoenix Net, Phoenix News client, Phoenix Show, Phoenix TV official account Matrix and other new media platforms.
