From Exporting Products to Exporting Brands: Why Chinese Enterprises Must Build a DXP

Share Share Share Share Email Introduction: The Digital Experience Ledger in the Deep Waters of Global Expansion The globalization of Chinese enterprises is entering a more challenging — yet more rewarding — phase: moving beyond simply selling products overseas toward building lasting brand recognition in foreign markets. In the past, going global often meant finding an overseas distributor or opening a storefront on an e-commerce platform, competing primarily on supply-chain cost. Today, however, overseas consumers increasingly value brand identity, privacy protection, and localized service. Professor Li Haitao of Cheung Kong Graduate School of Business divides enterprise globalization into five stages…