As a leading overseas service company in China, Xingyun Group has been tracking, researching and serving Chinese brands going overseas, and has built a localized overseas service network covering more than 70 countries and regions around the world, and has a full-process brand overseas service capability. Successfully helped many well-known brands such as Bull, Leqi, New Zealand Mystery, Elvis Presley, Le Sen, Deli, By-Health, Wanmo Acoustics, Chaimi Technology and other well-known brands to reach overseas strategic cooperation. Recently, Wang Wei (Billy), the founder and chairman of Xingyun Group, accepted an exclusive interview, combined with current global trade trends and brand overseas service experience, in-depth interpretation of his views and future judgments on Chinese companies going overseas. Below, enjoy:
Question 1: Since China's accession to the WTO, China's product exports and overseas market sales have been growing rapidly. Can it be considered that brands are going overseas?
Billy: It used to be foreign trade, selling things abroad, but they don't know where to sell and how much money they sell, and there is no after-sale. The most basic thing for a brand is to do after-sales and do marketing. That is to say, starting from the independent station, the real brand is started. The biggest difference between a brand and a pure product is that you can buy anyone else after you use up the product. I will use this brand for the brand. It also took about ten years for China to go from product to branding. The Chinese people had no concept of brand in the past.
Question 2: Without going online, is it feasible for Chinese brands to directly distribute goods as overseas offline channels?
Billy: At present, there are very few Chinese brands doing offline, almost none. It can be said that there is no trouble. In other words, the reason why they can't enter overseas markets is that they do not have the ability to enter overseas offline channels, because foreign channels are a bit different from China. They do the entire 3C category or the beauty category in one family. So if you gather a group of brands to talk to foreign channels, it will have a great advantage.
Question 3: In which categories do Chinese brands have comparative advantages when going overseas?
Billy: China's manufacturing industry has developed very fast over the years. We have now sorted out about nine major categories and more than 70 sub-categories. The product quality and manufacturing level of Chinese brands are already the world's most advanced. And there are advantages in cost. In the case of product quality and level are the world's leading. In recent years, China's ability to export products to the sea has become stronger and stronger. In addition, the policy is very supportive of going to sea. Therefore, Chinese products have a great advantage over overseas brands in local countries.
Question 4: What is the core value of your overseas service?
Billy: The biggest advantage at present is our offline channel. We should be the only company in China that can provide overseas services in multiple countries. We will help brands connect with offline channels in local countries. At present, we have teams in more than 70 countries' offline channels to do the docking. The second is that we will provide a lot of technical services when these brands go to sea in the early stage. For example, the construction of contract fulfillment, logistics, warehousing, and offline docking capabilities. We should be the only company in the industry that can do this business. Therefore, for brands, when there are more countries, the policies of overseas countries are not the same. A comprehensive service company like Xingyun will be particularly valuable.
We have served many brands, helping them with contract fulfillment and conversion services. We have complete and rich experience in different countries, different categories and different channels. Therefore, in the future, we will work hard on the depth and breadth of the channel.
For example, we will do more online new media and bring Chinese gameplay to the sea. Such as Douyin, Kuaishou, Xiaohongshu, etc. Help platforms such as ins and tiktok overseas to provide supply chains, help Chinese brands sell abroad. At the same time, we will also invest more funds and resources to build our contract performance capabilities. To build the after-sales service and local warehouse-related performance system just mentioned.
Question 5: Can you tell me how Xingyun builds an international team that can support Chinese brands' overseas services?
Billy: The biggest difficulty is to establish localization teams in so many countries. The original core management of our team, about a dozen or twenty people have been abroad for a long time, most have 20 years, and a few have worked for 5 or 6 years, so they are all international talents.
Second, the core to do this is to build a team of international talents. Our core point overseas is that the proportion of locals in each of our countries is very high, so when we manage, we are actually dealing with locals. This is also a point that we pay special attention to. Third, we are actually willing to do some heavy investment in the early stage to make the foundation more solid. This is also a consideration based on the fact that Xingyun Group is relatively strong in financial strength, mainly for these three things.