Background
In 2023, Chinese enterprises entering overseas markets entered a new wave. Even with more participants, the overseas market is still in the stage of expanding the pie. Especially with the deepening of China's foreign trade and the guidance of the Belt and Road Initiative to promote 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 export country to a strong export country.
Riding the Tide Together The next decade will be the best era for brands to go global
On the afternoon of November 9, the 'Everything Trends, Gathering Momentum' 2023 Tianhe Going Global Alliance Launch Ceremony and 'Guangzhou Shared Services' Going Global Policy Sharing Session was successfully held at Tangxia·Zhihui Park. The event was guided by the Guangzhou Municipal Commerce Bureau and hosted by the Tianhe District Commerce and Finance Bureau of Guangzhou (Office of the Tianhe District National Cultural Export Base Construction Joint Conference) and the Tianhe District Tax Bureau of the State Administration of Taxation.
Core Information
The establishment of the Tianhe Going Global Alliance follows the principles of government guidance, enterprise initiative, voluntary participation, resource integration, and win-win cooperation. It was jointly initiated by five units: Guangzhou Bogo Information Technology Co., Ltd., China Merchants Bank Co., Ltd. Guangzhou Tianhe Sub-branch, Guangzhou HuiLiang Information Technology Co., Ltd., Guangzhou Titan Technology Co., Ltd., and Guangzhou Onion Fashion Group Co., Ltd., and 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 Tide·Oriental Brand Culture Festival (Overseas) [hereinafter referred to as 'Tide·Oriental'] is a key overseas project initiated by member enterprises of the Tianhe Going Global Alliance, based on the background of Chinese brands' demand for going global. The organizer of the 'Tide·Oriental' organizing 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 overseas brands 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 to Go Global
At the launch event, Mr. Chen Xin, founder of 'Tide·Oriental', delivered a keynote speech on the project content, deeply discussing the measures for enterprise brand going global and the direction of the project, allowing participating enterprises to further understand the detailed positioning and service content of the project.
Mr. Chen Xin introduced that 'Tide·Oriental' is an exhibition and brand culture experience event that gathers China's innovative high-quality 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 new trends 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 the stereotypical impression of Chinese brands as 'old', 'low-end', 'inferior', and 'counterfeit' among overseas consumers, 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, 'Tide·Oriental' has received comprehensive assistance from many overseas political and business groups and media, including the London Development Agency, European Times, and UK XL Consulting. In China, more than 40 government and social organizations, including the Guangdong Provincial Chamber of Commerce for International Economic Cooperation, 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 'Tide·Oriental'.
Industry Observation
Gathering Momentum for Symbiosis Sharing New Opportunities for Going Global
Through the launch event, it was learned that the products exhibited at 'Tide·Oriental' cover all aspects of life, including 'clothing, food, housing, transportation, and entertainment', mainly including trendy clothing, home appliances, electronic products, smart travel, quality luxury care, sports and lifestyle, cultural and creative toys, and exquisite domestic products, among many retail and consumer vertical fields of overseas brands.
Mr. Chen Xin said that 'Tide·Oriental' is not only about catering to the new wave of Chinese enterprises going global but also actively exploring new models for brands to land overseas. 'Tide·Oriental' uses product exhibitions as a carrier, brand culture experience and oriental art creation tours as the soul, integrating 6 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 trends of oriental lifestyle in the new era to overseas markets.
The first 'Tide·Oriental' brand event is planned to be held in London in 2024, lasting three days (Friday to Sunday), and has already received responses and participation from many Chinese consumer brand enterprises. The expected exhibition scale is 5,000 square meters, with 80+ Chinese exhibitors and about 20,000+ visitors. It plans to invite local government officials, experts and scholars, industry association representatives, chamber of commerce representatives, community representatives, consumer brand retailers, agents, investors, citizen consumers, mass media, local KOLs, and other celebrities to participate and exchange. In the future, 'Tide·Oriental' will tour in regions including Europe, North America, Australia, the Middle East, Southeast Asia, Africa, and Latin America.
Summary
'Tide·Oriental' will continue to gather broader forces to promote the successful implementation of the event according to the set goals. It is believed that in the new era, Chinese brands can strengthen exchanges and cooperation with the international market through 'Tide·Oriental', quickly amplify their influence in overseas markets with a shorter time cycle and lower cost investment, and ultimately achieve the beautiful goal of 'Let the World Fall in Love with Oriental Trendy Life'.
For exhibition participation or visit reservation, please contact the organizing committee via the 'Tide·Oriental' official account.
