In the second half of going global, "continue to penetrate" in the opportunities of localization.

In the second half of going global, Chinese enterprises focus on localizing and penetrating to the grassroots.

In the current golden age of globalization, the development path of Chinese enterprises presents an unprecedented situation: The path of going global is becoming mature and is constantly evolving.

What the maturity of going global brings is not only the refinement from the macroscopic willingness to go global to the practical local operations, but also the practical solutions on how to avoid "intense competition in a different battlefield".

The driving force for "evolution" lies in that 2024 is no longer an era of empty talk about "macroscopic methodologies". Whether it is the new players entering the global market or the leading enterprises in the second half of the competition, they have quickly engaged in practical operations. The power of ecological assembly also aims at the practical experience of continuous penetration and landing.

This year, it is not difficult to find that more keywords for going global are influencing the global market. And one of the rather core keywords is "penetration".

Cloud computing giants are competing in Latin America; new energy vehicles and other "three new products" are widely popular in the Middle East market; following the trend of new tea drinks, well-known consumer brands are expanding overseas. To penetrate into specific markets and industries, the mentality of going global enterprises also needs to be calm and steady.

Going global has become a must rather than an option. It needs to be admitted that the weakness of domestic growth has made cross-border going global a "survival instinct". Regarding going global, the most frequently asked questions by enterprises are no longer "whether to focus on a region" or "how to take the first step", but "how to operate continuously". From focusing on revenue growth to thinking about sustainable development, how to steadily do a good job in supporting the "rear area" and accompany enterprises to land practically in emerging markets is an important topic this year.

No more macroscopic narratives, but "microscopic" practical operations. It is becoming increasingly simple to seize trends and bridge the information gap, and the real competitiveness of going global enterprises is gradually approaching a focus on local practical implementation. If one wants to go global following successful cases, the success or failure often lies in the details that cannot be observed in market consumption trend reports.

New opportunities arise in the new routes, and Chinese enterprises are mining in active markets. From the European, American, and Southeast Asian markets to the emerging Middle East and Africa nowadays, the Chinese supply chain has ushered in the "Columbus moment" this year, seizing the high-potential and high-growth markets that are rarely explored. If cross-border e-commerce has pushed traditional trade exports to the "high value-added" 2.0 era, and the rise of the digital infrastructure capabilities of Chinese enterprise service providers has made going global usher in the all-channel and integrated 3.0 era; then in 2024, Chinese enterprises going global are moving towards a 4.0 era that pays more attention to local practical operations.

At the same time, although the infrastructure for going global has "risen from the ground" in the past few years, the uncertainty of the environment also makes truly effective and useful practical experience emerge at the "front line" all the time.

For this reason, on November 18 in Shenzhen, the 36Kr WISE2024 Globalization Sub-forum will invite enterprises, investors, government industry personnel, and high-quality service providers with successful cases of going global in eight active global markets to gather in Shenzhen to share the practical experience of going global in different industries in each market this year. In addition, 36Kr will also continue to assemble and integrate the pioneering forces of going global, link global resources, so that more practitioners eager to seize opportunities can follow the pace of the globalization era and efficiently complete the landing of going global.

This article comes from the WeChat official account "36Kr", and 36Kr is authorized to publish it.