Cross-border Expansion in 2024: High-paying Jobs in Technology Export, Popularity of Online Literature, Online Games and Online Dramas, Transformative Operational Strategies in Cross-border E-commerce | Year-end Review of Workplace Benefits ⑦
"Workplace Bonus" (ID: ZhiChangHongLi)
In the surging outbound market, there are always new entrants.
Technology outbound is an unavoidable topic in cross-border outbound this year. Digital technologies such as AI, blockchain, and the Internet of Things are becoming increasingly mature, enabling technology companies to accelerate their overseas expansion. The demand for AI-related positions has soared. The new energy vehicle industry has entered a new stage of "Capacity Outbound + Industrial Chain" from product outbound. The demand for positions such as engineers and sales in enterprises has increased. The global aging population and the improvement of medical level have provided more market opportunities for medical device enterprises.
Online literature, online games, and online dramas are now known as the "New Three Outbound Cultural Products". The outbound of online literature is realizing a transformation from quantity to quality. The proportion of online literature translation into different languages such as German and French is increasing, bringing new opportunities for job seekers majoring in minority languages. Short dramas continue to be popular overseas. They focus on combining local culture in content, and there is still a large demand for related positions such as screenwriters and overseas marketing in the long term. Online games are loved globally, and overseas promotion has become the key to success. Enterprises have a great demand for recruitment of operations and advertising specialists.
The "involution" trend of cross-border e-commerce is continuously strengthening, and major platforms have launched different strategies to seize the market. The operation mode is moving closer to semi-managed from fully managed, stimulating the construction of overseas warehouses and bringing new employment opportunities. Social e-commerce has become the mainstream of marketing, and the recruitment of marketing and operation positions is large. Digital technology has a profound impact on the entire chain of cross-border e-commerce. Some companies have launched vertical AI products in the outbound field, giving an advantage to technicians with a certain understanding of the overseas market.
Technology: From AI Technology to New Energy Vehicles ╱ 01
Culture: "The New Three" Set Off a Boom, Inbound Tourism Brings Incremental Growth ╱ 02
E-commerce: Social E-commerce Drives Marketing Positions, Platform Competition and Operating Strategies ╱ 03
Technology: From AI Technology to New Energy Vehicles
AI technology is becoming a growth point of the global economy, and domestic enterprises with relevant capabilities are accelerating the pace to lead artificial intelligence overseas.
As of May this year, ByteDance's subsidiaries and teams have successively launched 7 AI-based application products for the overseas market. Alibaba Cloud also announced that it will launch the international version of the BaiLian large model service platform, providing one-stop and fully managed large model customization and application services.
In the past two years, AI-related positions have dominated the high-paying overseas positions. According to the "2024 Talent Migration Report" released by Maimai, from January to October this year, the top 3 average monthly salaries of newly issued overseas positions were all occupied by positions in the AI field. Among them, the "Deep Learning Position" topped the list with an average monthly salary of 95,000 yuan, followed by "Artificial Intelligence Engineer" with 92,000 yuan, and "AIGC Algorithm Engineer" with 88,000 yuan.
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Using technology to promote development and retaining talents with high salaries is the strategy for technology enterprises to occupy a high ground. In the long term in the future, AI technical positions will still be a must-win area for multinational technology enterprises.
As the restrictions of the European and American trade bills on the direct export of Chinese automobiles continue to escalate, the outbound of new energy vehicle enterprises has entered a new stage of "Capacity Outbound + Industrial Chain Outbound", especially favoring the establishment of overseas factories. Currently, Chinese vehicle enterprises' overseas factories are mainly concentrated in Southeast Asia, the Middle East, Latin America and other regions.
"Workplace Bonus" (ID: ZhiChangHongLi)
This year, BYD is building new energy passenger vehicle factories in Thailand, Uzbekistan, Brazil, Hungary and Indonesia to accelerate capacity export. Great Wall Motors plans to establish new factories in Malaysia, Indonesia and Vietnam respectively in the next two years.
The establishment of overseas factories has brought a large number of employment opportunities, and the demand for positions such as automotive electronics engineers, automotive sales and service positions, and manufacturing engineers has increased.
In addition to automobile enterprises going overseas to build factories to develop new markets, some automotive parts enterprises have also gone overseas to start a global layout. This year, many listed automotive parts companies such as Kaibeyi, Paicheng Technology, and Rongtai Shares have officially announced the investment and construction of production bases overseas.
Establishing factories overseas requires rapid business growth through paths such as expanding product categories, vehicle models, and customers. Under the influence of the enterprise's localization strategy, sales and marketing are the positions with the largest number in overseas positions.
The medical device overseas still has a vast market. According to CIC's forecast, by 2030, the global medical device market size will exceed 800 billion US dollars.
The broad market prospects have attracted enterprises to enter the market. Among them, Mindray Medical achieved revenue of 7.906 billion yuan in the overseas market in the first half of this year, with a year-on-year growth of 18.09%. United Imaging Healthcare achieved revenue of 933 million yuan in the overseas market, with a year-on-year growth of 29.94%.
Medical device enterprises are accelerating the upgrade of technology and products through continuous technological innovation iterations, and accelerating brand accumulation and overseas strength. This has also promoted the demand for high-quality talents in the industry, especially in the fields of biopharmaceuticals and genetic engineering, where the gap of high-end R & D talents is particularly obvious. From the perspective of the distribution of specific hot recruitment positions, the demand for business and technical positions such as medical representatives, medical sales management, biopharmaceutical engineers, and R & D engineers is the highest.
Culture: "The New Three" Set Off a Boom, Inbound Tourism Brings Incremental Growth
For cultural enterprises, overseas has become a blue ocean track.
In the film and television field, the overseas of short dramas has formed a stable and profitable business model, and is booming in the direction of high-quality content and diverse IPs. Users in many countries have also shown a strong willingness to pay.
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Several domestic short drama platforms have performed well in the overseas market, with a prominent share. As of August this year, the cumulative download volume of the top overseas micro short drama APPs has reached 16.2 billion times. Among them, ReelShort under ChineseAll Online, DramaBox under Dianzhong Technology, and ShortTV under Jiuzhou Culture lead the market in application downloads.
Different overseas markets have different content ecologies. For example, themes related to "Werewolves and Vampires" are loved by audiences in European and American countries. In Southeast Asian countries with the highest acceptance of Chinese culture, genres such as costume dramas, domineering CEO dramas, and male-oriented dramas are loved by audiences.
Differentiated short drama production has also brought the demand for related positions. Taking the screenwriter position as an example, on BOSS Zhipin, it can be seen that the salary of positions such as "Overseas Short Drama Screenwriter" and "Overseas Short Drama Plot Planner" varies according to experience and ability. The monthly salary is mostly 8k - 15k, and the highest can reach 30k. The position recruitment values English ability and understanding of overseas online literature or short dramas.
The overseas of online literature has shifted from high growth to high quality, entering a new stage of "Global Co-created IP", and accelerating the pace of multilingual translation by using new technologies such as AI.
Under the call of global co-creation, a large number of overseas online literature authors have settled in domestic websites. The data of Qidian International under Yuewen Group shows that among its signed overseas authors, the number of overseas original works is 680,000, and the number of overseas original writers is 449,000. The number of top authors has increased by nearly 30% year-on-year. The influx of a large number of overseas authors has made the positions of "Overseas Novel Editor" and "Novel Signing Editor" in high demand. The job requirements are to be able to discover excellent online literature works and be responsible for the content and quality control of signed works.
The application area of AI translation is continuously expanding, accelerating the pace of online literature overseas. In the first half of this year, among the top 100 best-selling works on the Qidian International platform, the proportion of AI translation works is about 40%. The number of languages for online literature translation is also increasingly rich, covering English, Spanish, Portuguese, German, etc., reaching more and more regions.
The precision of AI intelligent translation is not high, and the text content produced still needs to be polished manually. Enterprises still have a demand for related positions. On the recruitment page of Changdu Technology, there is a large demand for multilingual "Translators" and "Proofreaders" such as French, Spanish, and Portuguese. The salary varies according to experience, and most are concentrated at 8 - 13k.
How to answer the question of "overseas", the game industry gives a reference answer. According to the "2024 China Game Industry Report" released by the China Audio-video and Digital Publishing Association, the actual sales revenue of China's self-developed games in the overseas market this year is 18.557 billion US dollars, with a year-on-year growth of 13.39%.
The next step after going out is to consider how to go steadily and far. The industry believes that telling a good Chinese story is also the key to the success of domestic games overseas. "Black Myth: Wukong", which takes Chinese mythological stories as the background and shows traditional cultural elements through exquisite game graphics and special effects, is a typical example.
The core of game overseas is to accurately identify the target users and provide the experience they want to adapt to the differentiated market. In the promotion process of game overseas, it is necessary to have operational personnel who understand the overseas market to provide marketing plans that are in line with the local culture and values.
According to the data released by Liepin, from the top 15 functions with the highest Talent Shortage Index (TSI) in the game industry, "Media Placement" and "Advertising Creative Director" are among the top, with the highest degree of talent shortage.
Overseas generally refers to the active expansion of the market and business by domestic enterprises, products, services, and personnel to overseas. The booming inbound tourism this year is to develop the domestic cultural and tourism services to overseas tourists. Therefore, "Workplace Bonus" regards "Inbound Tourism" as a bonus industry in the overseas field.
As of July this year, China has waived visas for 54 countries in Europe, America, Oceania, and Asia. 20 cities including Beijing, Shanghai, and Hangzhou have implemented a 144-hour transit visa-free policy, and 3 cities including Changsha, Harbin, and Guilin have implemented a 72-hour transit visa-free policy.
Under the opening of the visa-free policy and the recovery of international flights, the popularity of China Travel continues to rise. In the first half of this year, 14.635 million foreigners entered the country through various ports, with a year-on-year growth of 152.7%. Among them, 8.542 million entered through visa-free, accounting for 52%, with a year-on-year growth of 190.1%.
The booming inbound tourism has driven the talent demand in the tourism industry, making the tourism industry prosperous. According to the big data of Liepin, in the first quarter of this year, the number of new jobs in the tourism industry increased by 25.72% year-on-year, and the average annual recruitment salary was 150,100 yuan. Among the top 10 functional distributions of new jobs in the tourism industry, "Tourism Consultant" and "Itinerary Management / Tour Scheduling" ranked the top two, accounting for 5.31% and 3.20% respectively.
In addition, "Minority Language Tour Guides" have become a scarce and popular profession in the market. According to media reports, some minority language tour guides with senior industry resources can earn "40,000 yuan per month". Many travel agencies and scenic spots have raised salary packages to attract more minority language talents to join.
E-commerce: Social E-commerce Drives Marketing Positions, Platform Competition and Operating Strategies
With the development of globalized consumption, cross-border e-commerce is still developing rapidly.
Data from the General Administration of Customs shows that in the first half of this year, the import and export volume of cross-border e-commerce in China reached 1.22 trillion yuan, with a year-on-year growth of 10.5%. The "Cross-border Four Little Dragons" SHEIN, Temu, AliExpress, and TikTok Shop are continuously intensifying their involution. In order to seize the market share, they have proposed different strategies to maintain a strong growth rate.
This year, platforms such as AliExpress and Temu have introduced different "Fully Managed / Semi-Managed Models" to seize the market. In the semi-managed model, merchants have a certain degree of autonomy and can also enjoy the logistics and operational support provided by the platform. This not only reduces the operational costs and risks of merchants, but also generates a large demand for positions such as "Overseas Warehouse Operations", "Logistics", "Procurement" and "Network Planning".
The rise of social e-commerce marks that the cross-border e-commerce industry is developing in a more interactive and personalized direction. Different from the previous marketing models, the rise of social e-commerce in recent years has made the shopping process more entertaining and further promoted user consumption. Live broadcasts, short videos and other forms of bringing goods have become popular from domestic to overseas, bringing new opportunities for cross-border e-commerce.
In order to adapt to the rise of social e-commerce, the demand for marketing and operation by e-commerce platforms has increased. According to the "2024 Talent Migration Report" released by Maimai, from January to October this year, "Overseas Market", "Product Manager", and "Sales Manager" are the positions with the largest number in the newly issued overseas positions. The top 10 hot recruitment positions are also mainly concentrated in the directions of marketing, operation and sales.
