Background
In 2023, Chinese enterprises entering overseas markets have entered a new wave era. Even with more participants joining, the overseas market is still in the stage of expanding the pie. Especially as China's foreign trade continues to deepen, the Belt and Road Initiative promotes the construction of transportation, energy, communication, digital, and monetary financial infrastructure. Enterprises are growing in overseas e-commerce services and transportation, making the market broader and smoother. China is ushering in the best time to transform from a major exporter to a strong exporter.
Riding the Tide Together The next decade will undoubtedly be the best era for brands going global
On the afternoon of November 9, the "Everything Trends, Gathering Momentum" 2023 Tianhe Going Global Alliance Inauguration Ceremony and "Guangzhou Shared Services" Going Global Policy Sharing Session was successfully held at Tangxia·ZhiHui Park. This event was guided by the Guangzhou Municipal Bureau of Commerce and hosted by the Tianhe District Commerce and Finance Bureau of Guangzhou (Tianhe District National Cultural Export Base Construction Joint Meeting Office) and the Tianhe District Tax Service of the State Administration of Taxation of Guangzhou.
Core Information
The establishment of the Tianhe Going Global Alliance is based on the principles of government guidance, enterprise-led, voluntary participation, resource integration, and win-win cooperation. It was jointly initiated by five units: Guangzhou BOGUAN Information Technology Co., Ltd., Guangzhou Tianhe Branch of China Merchants Bank Co., Ltd., Guangzhou HuiLiang Information Technology Co., Ltd., Guangzhou Titan Technology Co., Ltd., and Guangzhou Onion Fashion Group Co., Ltd. It consists of 27 member units including Guangzhou Kugou Computer Technology Co., Ltd., Guangzhou 37 Interactive Entertainment Technology Co., Ltd., and Tuoyuan Xinsi International Exhibition Media (Guangdong) Co., Ltd.
The Chao·Dongfang Brand Culture Festival (Overseas) [hereinafter referred to as "Chao·Dongfang"] is a key overseas project carried out by member enterprises of the Tianhe Going Global Alliance, based on the background of Chinese brands' demand for going global. The organizer of the "Chao·Dongfang" committee, Tuoyuan Xinsi International Exhibition Media (Guangdong) Co., Ltd., is one of the founding members of the Tianhe Going Global Alliance. This project, combined with the development direction of the Tianhe Going Global Alliance's enterprise overseas service policies, will bring new opportunities to help Chinese enterprises promote their brands overseas and enhance the international competitiveness of Chinese brands, with the vision of building a world-class communication and exchange platform.
Seizing the Opportunity Building a Platform for Enterprises Going Global
At the launch event, Mr. Chen Xin, founder of "Chao·Dongfang", delivered a keynote speech on the project content, deeply discussing the measures for corporate brand going global and the direction of the project, giving participating enterprises a further understanding of the project's detailed positioning and service content.
Mr. Chen Xin introduced that "Chao·Dongfang" is a collection of exhibitions and brand culture experience activities for innovative high-quality Chinese consumer products. It is also a large-scale carnival that uses multi-dimensional experiential scenes to present a new Chinese-style oriental lifestyle that blends novelty with tradition, modern fashion with future trends. It aims to help Chinese innovative consumer brands gain overseas consumers' perceptual recognition, brand overseas exposure, high-end business social connections, product sales reservations, investment attraction, and other core values. Through the unique experience of the cultural festival, it breaks through the limitations of traditional exhibitions and creates "cultural identity" for Chinese brands overseas. Ultimately, it aims to change overseas consumers' stereotypical impressions of Chinese brands as "ancient", "low-end", "inferior", and "counterfeit", and truly establish a positive mainstream image of Chinese brands in overseas markets from "useful" to "high quality" to "beloved".
Related Services
It is understood that since its preparation, "Chao·Dongfang" has received comprehensive assistance from many overseas political and business groups and media, such as the London Development Agency, European Times, and UK XL Consulting. In China, more than 40 government and social organizations, including the Guangdong Provincial Private Economy International Cooperation Chamber of Commerce, Guangdong Cross-border E-commerce Association, Guangzhou Creative Industry Association, Guangzhou Nansha Silk Road Producer Services Chamber of Commerce, Guangzhou Nansha District Enterprise and Entrepreneur Federation, and Hunan E-commerce Association, have given high recognition and strong support, and are also important partners of "Chao·Dongfang".
Industry Observation
Gathering Momentum for Symbiosis Sharing New Opportunities for Going Global
Through the launch event, it was learned that the products exhibited at "Chao·Dongfang" cover all aspects of life including "clothing, food, housing, transportation, and entertainment", mainly including overseas brands in vertical fields such as trendy clothing, home appliances, electronic products, smart travel, quality luxury care, sports life, cultural and creative toys, and exquisite domestic products.
Mr. Chen Xin stated that "Chao·Dongfang" is not only about riding the new wave of Chinese enterprises going global but also actively exploring new models for brands to land overseas. "Chao·Dongfang" takes product exhibitions as a carrier, brand culture experience and oriental art creation tours as the soul, and integrates six parallel vertical forums, investment promotion conferences, brand going global marketing summits, high-end business receptions, media interviews, global live streaming, and other valuable content, showcasing the new trends, fashions, and directions of oriental lifestyle in the new era to the overseas market.
The first "Chao·Dongfang" brand event is planned to be held in London in 2024, lasting three days (Friday to Sunday). It has already received responses and participation from many Chinese consumer brand enterprises. The expected exhibition scale is 5,000 square meters, with over 80 Chinese enterprises participating and an estimated audience of over 20,000. It plans to invite local government officials, experts and scholars, industry association representatives, chamber of commerce representatives, community representatives, consumer brand retailers, agents, investors, citizens and consumers, mass media, local KOLs, and other attendees to visit and exchange. In the future, "Chao·Dongfang" will tour in target regions including Europe, North America, Australia, the Middle East, Southeast Asia, Africa, and Latin America.
Summary
"Chao·Dongfang" will continue to gather broader forces to promote the successful implementation of the event as planned. It is believed that in the new era, Chinese brands can continuously strengthen exchanges and cooperation with the international market through "Chao·Dongfang", rapidly amplify their influence in overseas markets with a shorter time cycle and lower cost investment, and ultimately achieve the beautiful goal of letting the world "fall in love with the oriental trend lifestyle".
For exhibition participation or visit reservation, please contact the organizing committee via the "Chao·Dongfang" official WeChat account for registration.
